Top Digital Marketing Trends for 2015: Love ‘em or Leave ‘em?

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@ethology @jaybaer @MikeCorak #DigitalLove15

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Deanna Zammit
Director, Digiday Content
Studio| Digiday
Mike Corak,
Been to New York like 20 times
Executive Vice President,
Strategy | ethology
Jay Baer,
New York Times Best-
Selling Author & President |
Convince & Convert
Today’s Speakers

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And if you didn’t hear…

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Agenda
Trend-O-Mania
Love ‘em or Leave ‘em
Digital Love: Top 8 Trends For 2015
Thanks!

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Trend-O-Mania

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Most Popular Themes
Mobile
Social Evolution
More Effective Content Marketing
Internet of Things
Big Data
Programmatic
Cross-channel & Omni-channel Integration
User Centered Everything
SEO is (Not) Dead
Strategic Planning
Marketing Automation
Internet of Things

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Mobile
Big Data
Strategic Planning

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Mobile
Mobile is not a trend, it’s the norm. Deficiencies require catch-up (fast).
“By 2015
mobile will
represent
70% of the
total US
search
audience”
emarketer

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Strategic Planning
What were you doing before if you weren’t planning?

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These Are Important But…
Internet of Things
Programmatic Buying
Marketing Automation

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Themes That Deserve Your Attention
Social Evolution
More Effective Content Marketing
User Centered Everything
Cross-channel & Omni-channel Integration
SEO is (Not) Dead

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Top 8 Digital Trends We Love for 2015

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1. Customer Experience is the Next
Big Thing

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•Accenture 2013 Global Consumer Pulse Survey: “85% of customers are frustrated by dealing with
a company that does not make it easy to do business with them. 58% are frustrated with
inconsistent experiences from channel to channel.”
•CMO Council and SAP 2014 – Mastering Adaptive Customer Engagements (Responsive):
“Marketers believe that customer centricity – and the customer’s belief that they are engaged with
a customer-centric organization – is critical not just to the business, but also to the individual
marketer’s success”
•Gartner 2014 – Gartner Survey: “89% of companies surveyed plan to compete primarily on the
basis of the customer experience by 2016, 65% of companies have the equivalent of a chief
customer officer – they report equally to the CMO and CEO.”
•Gartner 2014 – Spend Survey: “#1 innovation project for 2015 is customer experience”
•Gartner 2014 – CMO Club Survey: “CMOs say leading customer experience cross-functionally at
all touch points is the top investment over the next 2 years.”
•IBM 2013 – Customer-activated Enterprise: “39% of outperformers have developed a fully-
integrated digital-physical customer strategy.”
•McKinsey 2014 – Digital Tipping Point: “Of the six digital trends we asked about, executives
expect the largest share of their digital growth in the coming years will be from digital customer
engagement.
•Oracle 2013 – Global Insights: “93% say that improving customer experience is one of the top
three priorities for the next two years. 97% state customer experience is critical to future success.”

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Content Strategy
+
User Design

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Omni/Cross Channel Programs Are Expected,
But Where Do You Start?
Content Marketing: Creative, Search, Social, Media, Analytics
Modern SEO: Technical SEO, Content Strategy, UX, Creative, Social, Local
Retention: CRM, Email, Social, and Offline
Cross-Channel Media
Multi-Channel Analytics (Attribution)
Coordinated Online and Offline

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2. Content Quality Over Quantity

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Brands Have a Content Problem ...

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… And It’s Only Getting Worse

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Where most companies are at: Piles
of non-performing content.
What do they do? Create more.
Why?

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“If dogs don’t like your dog food, the
packaging doesn’t matter.”
- Killing Giants by Stephen Denny

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Before you create one more piece of
content, you need to deal your ROT
content.

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Redundant: Duplicate content, over wordy,
too many clicks and/or steps.
Outdated: Expired offers, out-of-date content
and materials, broken links/images.
Trivial: Not relevant for the brand, no value
for the visitor, missing content or context

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Redundant
2013 2015

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Outdated

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Trivial

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3. Cooperative Content Takes
Center Stage

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“Advertising from companies is
trusted 47% of the time.”
- Nielsen

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“Friends and family are trusted
92% of the time”
- Nielsen

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“Company experts are trusted
66% of the time.”
- Edelman

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“50% of B2B marketers struggle
to create content consistently”
- Content Marketing Institute

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“44% of B2C marketers struggle
to create content consistently”
- Content Marketing Institute

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Cooperative Content =
Topical plan +
User generated content (UGC) +
Employee generated content (EGC)

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For EGC remember: it’s about
the knowledge, not the format

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4. Video Becomes De-facto

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Video consumption is continuing
to skyrocket, powered by
smartphones and always-on LTE
and “all you can eat” data plans.

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“52% of senior business
executives watch work-related
YouTube videos at least weekly.”
- Forbes

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“Video on Facebook grew by
more than 50% from May-July,
2014.”
- Facebook

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“More than one billion videos are
watched on Facebook each day.”
- Facebook

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Instagram is the fastest-growing
“major” social network, and may
have more users than Twitter.

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Twitter is rolling out 30-second
video right now, to grab a piece
of the video content pie.

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Johnny Don’t Read.
Find a way to tell your story with video.

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5. Paid Social Becomes as
Important as Organic Social

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Free Lunch is Over.
Most social platforms are public companies,
meaning they are legally responsible for their
success, not yours.

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History Will Repeat Itself.
Organic reach on Pinterest and Instagram will
be eroded too, because Facebook has
proven it will work.

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6. Owned Social Comes Roaring
Back

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“The difference between an audience and a
community is the direction the chairs are facing.”
- Chris Brogan

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7. Search Teams Up

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SEO Philosophy: Search in its Simplest Form
Research
Measuring
Performance
Tactical
Execution

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SEO Philosophy: Search was…
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Measuring
Performance
Tactical
Execution

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SEO Philosophy: Search is…
• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which feeds content
strategy
• Search
• Content planning
• Site hierarchy
• Social posting
• Display messaging
• Email messaging
• Local messaging
• PPC AdGroups
• Content focused media (Native)
• Standard KPIs
(real world)
• Thematic performance
(segmentation, attribution)
Research
Measuring
Performance
Tactical
Execution

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Modern SEO
Ingredients:
• 1 Part technical consultation
• 1 Part thematic prioritization
• 1 Part content strategy
• 1 Part user experience
• An overpowering amount of
integration & coordinated execution
across channels

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8. Local Gets it Right

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Digital Market Share
For most local searches, 3-7
Google My Business results
appear in the SERP plus Yelp, YP
& others in Natural Organic

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Yet This Is What We Still See

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Essential Listings
Aggregators
Secondary Listings
Social Integration
Local
Search
Platforms
Syndication
Tactical
Integration
Owned
Paid Search Integration
Location Page / SEO Integration

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Top 8 Digital Trends We Love for 2015
1. Customer Experience is the Next Big Thing
2. Content Quality Over Quantity
3. Cooperative Content Takes Center Stage
4. Video Becomes De-facto
5. Paid Social Becomes as Important as Organic Social
6. Owned Social Comes Roaring Back
7. Search Teams Up
8. Local Gets it Right

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Questions?

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Thank You!

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About ethology and Convince & Convert
Digiday is a media company and community for digital media,
marketing and advertising professionals. We focus on quality, not
quantity, and honesty instead of spin. We cover the industry with
an expertise, depth and tone you won’t find anywhere else. The
Digiday team strives to produce the highest quality publications,
conferences, and resources for our industry.
www.digiday.com
ethology is an integrated full-service digital marketing agency for
evolving consumer brands. The agency offers consumer research,
strategy, planning, search, display and social media, email, content
and web development, creative and analytic services.
www.ethology.com
Convince & Convert Media produces an array of blogs, podcasts,
books, and events and is one of America’s most-trusted sources of
information and advice on digital marketing trends and tactics.
They provide high-impact counsel to many of the world’s largest
brands, and specializes in strategic planning for digital, content
marketing, and social media.
www.convinceandconvert.com

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Noteworthy Sources
http://www.clickz.com/clickz/column/2390743/the-5-trends-that-really-matter-for-marketers-
in-2015
http://www.freshconsulting.com/top-uiux-trends-2015/
http://www.toprankblog.com/2014/05/digital-marketing-2015/
http://www.emarketer.com/Webinar/Key-Digital-Trends15-Things-Know-2015/4000098
http://www.slideshare.net/dannysullivan/the-changing-landscape-of-search
http://www.clickz.com/clickz/news/2386939/digital-marketing-trends-to-watch-out-for-in-
2015
http://moz.com/blog/10-predictions-for-the-marketing-world-in-2015
http://www.business2community.com/seo/seo-best-practices-trends-2015-01142021

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