To be successful in digital you must prove your value. Includes a list of today's most relevant digital marketing outlets and highlights changes to digital marketing that will impact all marketers in 2016. Learn 5 steps to creating superior customer value, 4 easy ways to make your digital marketing message compelling, and important tactics for optimizing your message.
Created by Reciprocate LLC (www.ReciprocateLLC.com). a Tallahassee-based marketing and technology consulting firm. Originally shared during a special Google Partners Connect event 9-30-15.
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
To be successful in digital you must prove your value. Includes a list of today's most relevant digital marketing outlets and highlights changes to digital marketing that will impact all marketers in 2016. Learn 5 steps to creating superior customer value, 4 easy ways to make your digital marketing message compelling, and important tactics for optimizing your message.
Created by Reciprocate LLC (www.ReciprocateLLC.com). a Tallahassee-based marketing and technology consulting firm. Originally shared during a special Google Partners Connect event 9-30-15.
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
Presentation for Creative Exchange introduction to digital marketing course including overview of SEO, paid advertising, social media and online content.
10 Digital Marketing Essentials for any type of business Dave Chaffey
What are the techniques of online marketing that businesses MUST get right today? Dave Chaffey of Smart Insights presented at Portsmouth Business School on 8th October 2014 and repeated with a longer version at Leeds University Business School on 15th October.
Pleased to deliver a talk at the IEshikawa 15 Bricks to Clicks by the University of the Philippines Circle of Industrial Engineering Majors (UP CIEM) last Jan. 22, 2021, via Zoom.
Introduced Digital Marketing touching on the fundamentals and trends along with the 4 Strategic Steps to explore concepts and their applications in the field of Industrial Engineering.
It was a great way to start 2021 with you, "mga Iskolar ng Bayan."
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Community Marketing has been a key part of the marketing plans for many industries like auto manufacturers and tech firms. Yet 2020 dramatically changed how we interact with each other. Marketers who rely on building brand loyalty through communities now need a new chapter in their playbook… virtual communities.
In this Marketo User Group we’re lucky enough to have *two* different community leaders join our meeting this month. Mike Rizzo from Mavenlink started The MO Pros as a slack community and has evolved it into a growing audience for marketing. As one of its earliest adopters, Johnny Flannigan has seen its evolution in the way that members experience value from the community. Ashley Ward from LeanData started OpsStars as an annual awards program for B2B Revenue Operations leaders that is evolving into a burgeoning marketing community.
About The MO Pros
In Marketing Operations, one of the largest independent virtual communities is The MO Pros. Over 1,500 digital marketers sign into their website at www.TheMOPros.com to interact with other members on everything from Marketo advice, to career options, to marketing and strategy guidance.
About OpsStars
OpsStars is the only Community dedicated to the field of B2B Revenue Operations. We bring together Ops professionals to share ideas and successes on topics around implementing complex go-to-market strategies, aligning revenue teams, driving organizational growth, and career development.
Subjects include:
- The Value in Community Marketing: The rise of Marketing through Virtual Communities and what it means for your brand
- Branded Community Guides: Ways that you and your business can contribute to great communities
- Customer Experiences: How to create valuable experiences to attract and maintain relationships with your customers when they’re in your community
What is digital marketing? Why is it necessary at all?
In this presentation on digital marketing from zero to hero 2023, I’ll break it down so you can better understand the subject.
Othmane Targhi
Digital Marketing Manager | Content Manager | Social Media Manager | Engineer
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
Part of a series on Global Information Management. Provides a high level view of why digital strategies are added to marketing arsenals,best practice implementations, and what Third Party Solutions offer.
Digital Marketing Training Institute in Bangaloreapponix123
Digital Marketing Course Trained by Industry Expert Certified Trainers at lowest fees, World Class Online Lab access, Certification and Placement, Flexible timings, Bangalore, Rajajinagar.
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
Trending digital marketing tools of 2021Hevin Jose
We have many digital marketing tools in all over the world which people does not give us the best one out of it. Here Open Designs giving you the trending Digital Marketing Tools in 2021.
We are a visual communication company that creates effective visual elements, using Graphics, Media, Web and Print as the major communicator, using the most innovative and value-based approach, with the good support of experienced professionals from various fields in the advertising, Media, (P.R) Graphics, Web and printing industry, who make up our team.
We understand the importance of Mobile Apps developments and how it compliments the internet presence of our customers. our accomplished designers and developers through the medium of the interactive mobile applications aim to make the lives of the entrepreneurs easier and smooth. Mobile applications we develop are robust in nature, promises the required user experience and has the strength to withstand required scale up to match up with future expectations.
SEO Courses Company in Pune, Online Digital Marketing coursesshreyash304425
Shreyash Digital Company provides Online Digital Marketing courses In Pune and offers with practical training. This is best online Digital Marketing Training institute in pune.
shreyashdigital.blogspot.com
Online Digital Marketing training Institute in Pune, SEO Classesshreyash304425
Shreyash Digital Company offers Online Professional SEO training in Pune. Find Online Digital Marketing training Institute, Classes, With practical training in Pune.
www.shreyashdigital.blogspot.com
Pleased to deliver a talk at the IEshikawa 15 Bricks to Clicks by the University of the Philippines Circle of Industrial Engineering Majors (UP CIEM) last Jan. 22, 2021, via Zoom.
Introduced Digital Marketing touching on the fundamentals and trends along with the 4 Strategic Steps to explore concepts and their applications in the field of Industrial Engineering.
It was a great way to start 2021 with you, "mga Iskolar ng Bayan."
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Managing Digital Marketing in 2015
Best practices for integrating digital technology,
marketing and advertising to fuel business growth
Author: Dr Dave Chaffey
Research in collaboration with TFM&A 2015
Published: January 2015
Community Marketing has been a key part of the marketing plans for many industries like auto manufacturers and tech firms. Yet 2020 dramatically changed how we interact with each other. Marketers who rely on building brand loyalty through communities now need a new chapter in their playbook… virtual communities.
In this Marketo User Group we’re lucky enough to have *two* different community leaders join our meeting this month. Mike Rizzo from Mavenlink started The MO Pros as a slack community and has evolved it into a growing audience for marketing. As one of its earliest adopters, Johnny Flannigan has seen its evolution in the way that members experience value from the community. Ashley Ward from LeanData started OpsStars as an annual awards program for B2B Revenue Operations leaders that is evolving into a burgeoning marketing community.
About The MO Pros
In Marketing Operations, one of the largest independent virtual communities is The MO Pros. Over 1,500 digital marketers sign into their website at www.TheMOPros.com to interact with other members on everything from Marketo advice, to career options, to marketing and strategy guidance.
About OpsStars
OpsStars is the only Community dedicated to the field of B2B Revenue Operations. We bring together Ops professionals to share ideas and successes on topics around implementing complex go-to-market strategies, aligning revenue teams, driving organizational growth, and career development.
Subjects include:
- The Value in Community Marketing: The rise of Marketing through Virtual Communities and what it means for your brand
- Branded Community Guides: Ways that you and your business can contribute to great communities
- Customer Experiences: How to create valuable experiences to attract and maintain relationships with your customers when they’re in your community
What is digital marketing? Why is it necessary at all?
In this presentation on digital marketing from zero to hero 2023, I’ll break it down so you can better understand the subject.
Othmane Targhi
Digital Marketing Manager | Content Manager | Social Media Manager | Engineer
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
Part of a series on Global Information Management. Provides a high level view of why digital strategies are added to marketing arsenals,best practice implementations, and what Third Party Solutions offer.
Digital Marketing Training Institute in Bangaloreapponix123
Digital Marketing Course Trained by Industry Expert Certified Trainers at lowest fees, World Class Online Lab access, Certification and Placement, Flexible timings, Bangalore, Rajajinagar.
Top social media trends for 2020 with Matt NavarraSmart Insights
We will be joined by Matt Navarra for a deep dive into the latest social media & martech trends.
Social media trends can be fleeting, but some stick around and become pillars of the social media world.
We spoke to over 50 industry experts to find out which trends they thought would be the most crucial for social media teams to act on in 2020.
Here's what will be covered:
- 3 key trends for 2020
- Discover the next generation of social, technology, and marketing
- Campaign inspiration from leading brands
Trending digital marketing tools of 2021Hevin Jose
We have many digital marketing tools in all over the world which people does not give us the best one out of it. Here Open Designs giving you the trending Digital Marketing Tools in 2021.
We are a visual communication company that creates effective visual elements, using Graphics, Media, Web and Print as the major communicator, using the most innovative and value-based approach, with the good support of experienced professionals from various fields in the advertising, Media, (P.R) Graphics, Web and printing industry, who make up our team.
We understand the importance of Mobile Apps developments and how it compliments the internet presence of our customers. our accomplished designers and developers through the medium of the interactive mobile applications aim to make the lives of the entrepreneurs easier and smooth. Mobile applications we develop are robust in nature, promises the required user experience and has the strength to withstand required scale up to match up with future expectations.
SEO Courses Company in Pune, Online Digital Marketing coursesshreyash304425
Shreyash Digital Company provides Online Digital Marketing courses In Pune and offers with practical training. This is best online Digital Marketing Training institute in pune.
shreyashdigital.blogspot.com
Online Digital Marketing training Institute in Pune, SEO Classesshreyash304425
Shreyash Digital Company offers Online Professional SEO training in Pune. Find Online Digital Marketing training Institute, Classes, With practical training in Pune.
www.shreyashdigital.blogspot.com
As we plunge further into 2016, we’ve identified ten of the most important Digital Marketing Trends that matter to New Zealand organisations this year.
You can view our presentation of the top ten trends by following the link at the bottom of the page but here are some of the highlights:
KEY TREND: ONLINE VIDEO
More and more consumers, both locally and globally, are watching and sharing online videos. Already, Kiwis are spending twice as much time watching videos online as they do watching live TV – and that trend is only going to increase.
KEY TREND: MARKETING AUTOMATION
77% of Kiwi marketers are planning to increase expenditure on marketing technology in the next 12 months. No wonder – Marketing Automation allows companies to market more effectively across multiple channels online, delivering personalised, highly-targeted messages to consumers in near-real-time.
KEY TREND: FIRST-PARTY DATA
First-party data – information that you and your organisation have collected about your customers – is the foundation for understanding your customers, because the data is based on their actual interactions with your brand.
What is Digital Marketing? Advantages and Disadvantagesnewshariqueraza2
Digital marketing is the art of promoting brands and building relationships with customers digitally.
In this era, customers are using the internet on mobile devices and laptops, and lots of traffic comes from digital platforms like Google, Youtube, Facebook, Instagram, Twitter, Gmail, and others. That is why digital marketing is all about connecting with potential customers through the internet and other digital means.
Also, we can say it is online marketing as well as Internet marketing.
Building Loyalty and Trust Through Continous EngagementYourCareUniverse
In the contemporary healthcare market, consumers are constantly evaluating their purchase decisions. The key to thriving in the age of increased competition and consolidation is to cultivate consumer loyalty by offering value over an extended period of time. This session will explore ways hospitals can drive engagement with their community by providing robust content and health and wellness tools to increase brand affinity.
With the advent of Snapchat and better content marketing techniques, digital marketing has soared high in terms of competition. Here are a few tips to understand the recent trends in Digital Marketing.
The Digital Marketing Workshop is a short intensive class that will introduce you to the fundamentals of digital marketing. The course aims to develop your skills to be able to plan, implement and measure effective campaigns. It will cover different digital platforms and tools to help you craft sound recommendations for your company or your client’s business. In this course, you will learn:
Digital Marketing Dynamics
Pillars of Digital Marketing
Measuring Data
Intro to SEO
Online Marketing of products or services over the internet & it ties together creative and technical aspects of the internet, including design, development, advertising
CPC Educare provides SEO Training, Pay Per Click Sessions, Google Analytic training and Social Media Marketing to empowers the student to become pioneer in the field of Internet Marketing.
There will always be a debate whether businesses should focus their budget on traditional or digital marketing and some are even saying that digital is the new traditional. We think each has its own benefits and you can learn about them here.
Digital Marketing | Internet Marketing | Social NetworkingMSA Technosoft
This tutorial is all about Digital Marketing. It covers all the information regarding Internet Marketing and Social Networking.
Key Concepts:
Digital Marketing, Internet Marketing, Social Networking, growth & benefit of Digital Marketing, using digital media as an effective marketing tool, digital media and marketing strategy, types of digital marketing.
For more detail visit our Tech Blog:
https://msatechnosoft.in/blog/
This ppt contain the comparison b/w traditional marketing and electronic marketing.
types of traditional marketing & also e-marketing, it`s advantage and disadvantage..... etc.
go through the slides and clear ur doubts.
If any error or mistake found in this ppt kindly give me feed back.
ID- jackherousa@gmail.com
Amit Ranjan.
Similar to A quick summary of digital marketing trends 2014-2015 (20)
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
A quick summary of digital marketing trends 2014-2015
1. Digital marketing trends - Christine Bombal 18 July 2014
Christine Bombal
18 July 2014
Digital marketing trends
2. Digital marketing trends - Christine Bombal 18 July 2014
Intro
•Digital marketing landscape is changing constantly - new tools, technologies and platforms are continuously being introduced that subsequently shift marketing strategies
•Digital marketing has no boundaries - it encompasses devices such as smartphones, tablets, laptops, game consoles, televisions, digital billboards, SEO (search engine optimisation) and media such as social media, videos, content, email and lots more
•Marketing messages need to get smarter and more simplistic - consumers are overloaded with information
•Some consumer segments are not responding to traditional marketing like they used to
•Digital marketing can only succeed when it puts the user at the centre of all engagements
•Emerging global best practice is to shift 10-15% of advertising budget into digital marketing, with some companies even doing 20%
•Here are some global and local digital marketing trends that I’ve noticed:
1.Social media marketing soars
2.We know where you are! Location-based marketing
3.Content has a new kingdom
4.The web goes visual
5.Cross-screen marketing
6.Convergence
7.Marketing in real-time
8.Digital advertising gets even more competitive
9.More mobile
10.Meaningful measurement
2
3. Digital marketing trends - Christine Bombal 18 July 2014
1. Social media marketing soars
•Steady global and local increases in user volumes on social media networks
•It’s no longer only Facebook, Twitter, YouTube and LinkedIn - although these are the most popular, networks such as Pinterest, Google+ and Instagram are on the rise
•More marketers are capitalising on this growth - they are establishing a significant presence to build their brand and connect with potential customers
•Social signals have proved to be important for search rankings and building reputation, so businesses are not only thinking of not Facebook, Twitter, LinkedIn, YouTube and Google+ but also Instagram, Pinterest and smaller networks that are each carving a unique niche for themselves
•Paid advertising will also increase, particularly on Twitter, Pinterest and LinkedIn
•Sophisticated demographic targeting
•Promoted tweets and sponsored stories for better targeting and user engagement
•Good for gauging responses to traditional media like TVCs
•“Viral” ads get good reach
•Advertising around memes provide entertainment and fun
4. Digital marketing trends - Christine Bombal 18 July 2014
2. We know where you are!
Location-based marketing
•Consumers are much more on the move and they have their smartphones with them
•91% of adult mobile phone owners have their devices within arm's reach 24/7 and location-based marketing could exploit this massively
•The use of GPS technology to deliver multimedia content tailored to the geographical location straight to the customer’s mobile device
•Cater more specifically to users’ needs, advertising/communicating relevant to their context
•Search advertising tailors results based on location (KFC example here)
•Apps identify location and recommend stores and products closest to you
•Already there are social apps such as Ban.jo, Path and Foursquare that provide vital consumer data
•Wifi and blue-tooth technology can track location inside a building and deliver position-accurate advertising
5. Digital marketing trends - Christine Bombal 18 July 2014
3. Content has a new kingdom
Content marketing
•More marketers are understanding the value in moving away from purely promotional messaging and instead focus on delivering new valuable content, opening the door for more connective messaging
•The creation, curation and sharing of content for marketing purposes – NOT advertising!
•The underlying objective is to enhance or change consumer behaviour through engagement
•Goals are brand awareness, lead conversion, retention and loyalty
•Mainly infographics, eNewsletters, case studies and white papers
•Give away good content in exchange for personal details or marketing opt ins
6. Digital marketing trends - Christine Bombal 18 July 2014
3. Content has a new kingdom
6
Custom content delivery
•More brands will take on the role of publisher and producer - creating dynamic, content- driven sites that provide information that consumers are looking for
•By using predictive data that generates unique content for their audiences, brands will offer a complete experience and build relationships
•Aim is to increase conversion
Content curation – emerging trend
•Content is filtered and customised information platforms are curated by users according to their needs
•Users tweak the feeds by retailers and businesses according to their own interests by using apps
•Pinterest is a good example, with amazing curation possibilities, but List.ly and Quora are other websites that help users arrange and aggregate content
•Content curation can provide potential customers with greater engagement with a business
•Marketers can increase the relevancy of their marketing since users can arrange the posted content according to what suits them
7. Digital marketing trends - Christine Bombal 18 July 2014
4. The web goes visual
Video marketing
•Video marketing is already popular but it will get even more so
•A short video clip is able to convey a message much more effectively than static ads can
•Sites like YouTube are popular and we've seen the introduction of other video platforms, such as Vine, while Instagram and other apps have added video components
•Videos are increasingly being watched on mobile devices
•Interactive video experiences are emerging, e.g. accessing social media or online shopping from within a video
•By generating content that speaks to multiple senses, marketers can create unique experiences that engage audiences and create more powerful connections with their brands
7
8. Digital marketing trends - Christine Bombal 18 July 2014
4. The web goes visual
Expressing data & content visually
•Images create the experience and text plays second fiddle, adding a bit of context
•The visual web is Pinterest, Instagram, Tumblr and your Facebook news feed, but it’s also the content you’re creating, sharing and watching
• Three key insights for brands:
1.Be prepared to invest in visuals – they are more expensive than reams of copy
2.Create a story for your audience – make sure your graphs and pictures have enough context so users understand what you are trying to tell them
3.Keep the User Experience in mind – how they move between text and visuals and what you need them to do next
9. Digital marketing trends - Christine Bombal 18 July 2014
5. Cross-screen marketing
•The TV screen is no longer only screen
•More tech-savvy customers consume media through more than one screen at a time
•Laptops, smart phones & tablets bidding for attention
•Not competing devices aimed at replacing TV screen - the challenge is to unite these screens into a complementary experience
•Multi-screen activities represent a fundamental shift in how consumers interact with content and brands
•By creating integrated campaigns across multiple screens (TV, tablet, mobile, desktop or interactive screens at retail locations or near the point of sale) marketers can target consumers with one or more device, but also reach people without smartphones
•Cross-platform media buys are key to engaging multiscreen consumers - media planning and television buys should be adjusted to include second-screen devices
•Multi-screen use is evolving at a rapid rate and has already expanded beyond early adopters
10. Digital marketing trends - Christine Bombal 18 July 2014
6. Convergence
Media continue to converge
•Paid, earned and owned media continue to collapse into blended forms of marketing
•TV, OOH, signage and other forms of media are more digital as well, allowing owned content and forms of shared media such as tweets to circulate freely through the media ecosystem
Breaking down silos
•Media converging, a greater emphasis on content marketing, native advertising, real-time marketing and other blended forms of marketing means teams must collaborate more than ever before
•Goal alignment, resource sharing and content portability rarely happens internally, much less with vendor and agency partners, unless barriers and divisions are smashed
•Silos must be abolished now!
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Interoperability
•Apps, gadgets and devices are becoming seamlessly interoperable
•For instance, a personal fitness monitor smoothly syncs with Android phone, laptop computer, iPad, a loyalty card, stand-alone weight and food trackers, and social media accounts
•All of this is available at the flick of preference radio buttons.
•The days of "either/or" customer experience are over - customers expect seamlessness from their digital interactions
•Evaluate what this means for messaging and user experience
11. Digital marketing trends - Christine Bombal 18 July 2014
7. Marketing in real-time
•Real-time marketing is marketing that is based on up-to-date events – the strategy and practice of reacting with immediacy in digital channels
•The goal of real time marketing is to connect consumers with the product or service that they need now, in the moment
•As more channels and media operate in real-time and as real-time events such as television converge with digital channels on mobile and social media platforms, virtually all marketers will be challenged to define a real-time marketing strategy and to determine what real-time means for their organisation and marketing efforts
•Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers
•Businesses can gather up-to-date information on their target audience and within minutes, they can convert that info into a marketing message to be shared
•People want to be a part of the latest trend or newest fad - when companies strategically structure their advertisements to reflect a current event, craze or meme, their product or service may become more appealing to consumers
12. Digital marketing trends - Christine Bombal 18 July 2014
8. Digital advertising gets even more competitive
Native advertising will surge
•Native advertising is a method where the advertiser attempts to gain attention by providing content in the context of the user's experience
•Native ad formats match the form and function of the user experience where they are placed
•The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it - a native ad tends to be less obviously an ad (in traditional advertising, one can liken it to an advertorial that looks like an article)
•Examples include Search advertising (ads appearing alongside search results are native to the search experience) and Twitter with promoted Tweets, trends and people, Facebook's promoted stories or Tumblr's promoted posts
•Content marketing is a form of native advertising, placing sponsor-funded content alongside editorial content or showing "other content you might be interested in" sponsored by a marketer alongside editorial recommendations
Paid search advertising innovation
•Paid search advertising is becoming much more competitive
•Competition is driving up keyword prices as more companies move online
•Response rates are decreasing, so one must innovate
•Mobile paid search is escalating rapidly
•Yahoo and Bing are gaining ground as is YouTube search
•Remarketing lists allow for customised targeting of higher value customers
•Separate bidding, ads and keywords possible for different devices e.g. PC, Tablet and Smartphone
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13. Digital marketing trends - Christine Bombal 18 July 2014
8. Digital advertising gets even more competitive
Remarketing or Ad Re-targeting
•First time visitors to business websites mostly do not become customers
•Retargeting is emerging as an essential element of digital marketing
•Remarketing helps marketers target potential customers who visited their site but failed to convert
•It helps them display their products or services on websites they may potentially visit
Display marketing
•Click through rates (CTR) are generally low and decreasing
•Well-designed ads strategically placed and where the user is primed for interaction
•Ongoing monitoring and optimisation is non-negotiable
•Conversion of leads & relative cost per acquisition are more important than the absolute CTR
•CPM (cost per thousand impressions) has gone down and pricing models have become more flexible, more pressure on performance
•Remarketing and more sophisticated demographic targeting
•Rich media and video are trying to break through the attention barrier
•Pushdowns, flyouts, takeovers, popups, popunders and full page ads are being used to grab attention and triggered by intention cues like hovering or closing a tab or window
•More focus on reporting and delivery of agreed outcomes
•More sophistication around the contribution of display advertising to overall campaign success as opposed to last interaction measurement (e.g. a user saw an ad, then searched, clicked on search advertising)
•Is a campaign to generate leads, brand awareness, consideration or engagement?
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“I was followed around on the web by a pair of red stilletto’s after my daughter used my computer”
14. Digital marketing trends - Christine Bombal 18 July 2014
9. More mobile
•Yes, we hear this every year, but there really is more mobile
•"Mobile first" is no longer a hollow mantra - it's really, actually true
•More smartphones and tablets are being sold than PCs and laptops, and mobile commands more consumer time
•This means new experiences and media strategies, as well as more content, real-time and native in marketing plans
•Mobile search and browsing is escalating incrementally
•Click through rates are generally higher on mobile
•Augmented reality connects real world information to digital content
•On-site researching and comparison of products
•Marketing on location-based services ideal for phones
•In-app advertising
•Brand apps allow companies to deliver advertising, product and transaction capability to mobile devices
•Design email campaigns to be viewed on mobile
•Design for smaller touch screen devices
•Layout, text and graphics should be optimised for mobile
•Users tap and swipe, not click
•Messages should be kept short and to the point
15. Digital marketing trends - Christine Bombal 18 July 2014
10. Meaningful measurement
•Everything in digital is measurable. Agreed?
•But is it? Everything is measurable, but not necessarily right out of the box!
•There are still some grey areas… Publisher metrics are applied to native advertising campaigns even though the goals may be different… Last interaction metrics are still rife… Way too much is measured in terms of loosely defined "engagement“… Is it just too early to apply hard-and-fast, unalterable metrics to brand new stuff we're all still trying to figure out?
•Lots of measurement and reporting of absolute numbers, e.g. number of clicks, visits, number of likes, number of followers, number of retweets. Marketers need to evolve this into:
•Relative reporting, e.g. performance relative to other marketing channels, competitors and benchmarks
•Goal-oriented reporting, e.g. sales, leads, sign-ups (the number of clicks it took you to get there is not an outcome in itself)
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