The document outlines 4 key digital marketing trends: 1) Mobile is no longer a trend but the dominant way people access information and do business. Content and customer experiences must be optimized for mobile. 2) Content, especially video and customer reviews, is critical for cutting through noise and answering customer questions. Content should be snackable, sharp, and shareable. 3) Customer experience is paramount, with speed and instant gratification expected. Companies must focus on the customer journey across all channels. 4) Data provides valuable insights about customers and opportunities. Companies should leverage data to own the customer relationship.

1. DIGITAL
MARKETING
DIRECTIONS
The Key Trends Driving Digital
For Your Business
TIM PETER
@TCPETER

3. MORE PEOPLE OWN MOBILE PHONES
THAN OWN TOOTHBRUSHES

4. TREND #0:
WE NEED TO STOP TALKING ABOUT
MOBILE AS A TREND…
IT’S A WAY OF LIFE

5. MOBILE CHANGES
BEHAVIORS

6. MOBILE CHANGES
BUSINESS MODELS

7. MORE PAGE VIEWS ON
MOBILE THAN DESKTOP
IN 2016
GREATER THAN 65%
OF ALL DIGITAL MEDIA
TIME… AND GROWING
5G BEGINNING TO
ROLL-OUT IN 2017
(1,000 TIMES FASTER
THAN 4G)

8. NOT LIMITED TO B2C
42% OF RESEARCHERS
USE A MOBILE DEVICE
DURING THE B2B
PURCHASING PROCESS
49% OF B2B
RESEARCHERS WHO USE
THEIR MOBILE DEVICES
FOR PRODUCT RESEARCH
DO SO WHILE AT WORK

11. 55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram posts Facebook hours of
video watched
YouTube videos
viewed
Google searches Snapchat video views
Per day (Millions)

12. 4.5 BILLION HOURS OF VIDEO WATCHED

13. 144,000,000 TWEETS

14. 208,000 PHOTO UPLOADS

16. TREND #1:
CONTENT IS, WAS,
AND ALWAYS SHALL
BE KING

17. EVEN VOICE – WHICH WILL BE
HUGE IN THE NEXT FEW YEARS –
RELIES ON CONTENT TO WORK
WORRY LESS ABOUT YOUR
WEBSITE OR APP AND MORE ON
WHAT POWERS THAT CUSTOMER
EXPERIENCE
FOCUS ON “THE PAINTING” AND
NOT JUST “THE FRAME”

18. 55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram posts Facebook hours of
video watched
YouTube videos
viewed
Google searches Snapchat video views
Per day (Millions)
HOW CAN YOUR CONTENT
CUT THROUGH THE CLUTTER?

19. SNACKABLE
SHARP
SHAREABLE

20. 55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram posts Facebook hours of
video watched
YouTube videos
viewed
Google searches Snapchat video views
TREND #1 ½: CONTENT
INCREASINGLY MEANS VIDEO

21. 70% OF B2B BUYERS AND
RESEARCHERS WATCH
VIDEOS THROUGHOUT THEIR
PATH TO PURCHASE
NEARLY HALF OF POTENTIAL
B2B BUYERS WATCH 30
MINUTES OR MORE OF
B2B-RELATED VIDEOS
VIDEOS ABOUT PRODUCT
FEATURES TOP THE LIST,
FOLLOWED BY HOW-TOS
AND PROFESSIONAL
REVIEWS

22. NOT ALL CONTENT IS YOURS: CUSTOMERS SHARE EXPERIENCES

23. 93% OF CONSUMERS SAY ONLINE REVIEWS
IMPACT THEIR PURCHASE DECISION
COMPANIES WITH HIGHER NPS GROW 200%
FASTER THAN COMPETITORS

24. TREND #2:
CUSTOMER
EXPERIENCE IS
QUEEN

25. JUST BECAUSE YOU SAY
SOMETHING,
THAT DOESN’T MAKE IT
TRUE

26. “SPEED IS THE NEW
CURRENCY OF BUSINESS”
MARC BENIOFF
CHAIRMAN AND CEO,
SALESFORCE.COM

27. YOUR MANTRA:
INSTANT
GRATIFICATION ISN’T
FAST ENOUGH

28. AI-DRIVEN, MOBILE-APP
DELIVERED RENTERS, CONDO,
CO-OP, AND HOMEOWNERS
INSURANCE COMPANY IN NEW
YORK (EXPANDING TO NEW
MARKETS THROUGHOUT
2017)
RECENTLY SET A WORLD
RECORD, PAYING A CLAIM IN 3
SECONDS

29. TREND #3:
DATA IS THE
CROWN JEWELS

30. 464 RETWEETS
1,955 LIKES
OVER 1,000 IDEAS
SUBMITTED

31. "INVESTOR CONCERN
OVER THE THREAT OF
NEW TECHNOLOGIES
IS OVERSTATED."
—BLOCKBUSTER
ANALYST REPORT,
1999

32. “ABOUT 50 PERCENT OF S&P 500
FIRMS WILL LIKELY BE REPLACED
OVER THE NEXT 10 YEARS DUE TO
NEW DIGITAL DISRUPTORS AND
INABILITY OF ESTABLISHED FIRMS TO
REINVENT THEMSELVES” JEFF
HOOD, ALAN BRADY, RAJ
DHANASRI – DELOITTE
“THE IDEA THAT YOU STUDY AND
THEN HAVE A CAREER IN ONE
COMPANY IS GONE. YOU NEED TO
RENEW YOUR SKILLS EVERY FIVE
YEARS.” STEPHANE KASRIEL, CEO,
UPWORK

33. WHAT WORKS?

34. FORGET “MOBILE-FIRST” – FOCUS ON
“CUSTOMER-FIRST”

35. THREE STEPS TO MOBILE SUCCESS
•BE THERE: AVAILABLE WHEN NEEDED TO
CUSTOMER
•BE USEFUL: SOLVE THEIR PROBLEM
•BE QUICK: OFFER INSTANT
GRATIFICATION – GET OUT OF THEIR WAY
Be There
Be Useful
Be Quick

36. VS

37. “IF YOU ARE 1 IN
1,000 THEN ON
THE INTERNET,
THERE ARE 2½
MILLION PEOPLE
WHO IDENTIFY
WITH THE THING
THAT YOU LOVE”
– POMPLAMOOSE

39. WE’RE ALL PUBLISHERS NOW…

40. 40

41. DIFFERENTIATION IS MORE THAN A DIFFERENCE
WHICH MARKET SEGMENTS WOULD BE COMPLETE IDIOTS NOT TO BUY FROM YOU?

42. SNACKABLE
SHARP
SHAREABLE

45. “YOUR MARGIN IS MY OPPORTUNITY.”
– JEFF BEZOS

46. MARIA RENZ JEFF HELBLING

47. TREND #0:
MOBILE ISN’T A
TREND, IT’S A WAY OF
LIFE
TREND #1: CONTENT
IS KING
TREND #2: CUSTOMER
EXPERIENCE IS QUEEN
TREND #3:
DATA IS THE CROWN
JEWELS

48. TREND #0: EXPECT MOBILE,
BUILD IT INTO EVERY STEP OF
THE CUSTOMER JOURNEY
TREND #1: USE CONTENT TO
ANSWER CUSTOMER
QUESTIONS AT KEY MOMENTS
TREND #2:
FOCUS ON EXPERIENCE AND
SPEED TO SUPPORT CUSTOMER
THROUGH JOURNEY – THEY’LL
TELL YOUR STORY FOR YOU
TREND #3: OWN THE DATA,
OWN THE CUSTOMER

49. THANK YOU
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