In this presentation, we aim separate the digital marketing buzzwords from actual trends, according to reports and case studies.

1. Digital Marketing: Trends,
Innovations & Best Practice
Hamutal Schieber | August, 2015

2. Introduction
• The extremely high level of digital adoption by consumers, led to marketers upping their level
of digital marketing – so that messages will be delivered to consumers wherever they are.
• In this presentation, we aim to separate
digital marketing buzzwords from actual
trends, according to reports and case
studies.
For further info regarding mobile marketing, Internet of Things, Content / Inbound Marketing
and more – please refer to the Carmelon slideshare channel.

3. The Digital Marketing Trend Map
Purchase /
Monetization
Budgets &
ROI
Micro Trends
Real-Time Instant Personalization
Location-Based &
Contextual
Tactics
Video
Instant
Messaging
Email Search CRM Content
Macro Trends & Enablers
Mobile & Cross
Channel
IoT & Wearables Virtual Reality Big Data

4. Macro Trends & Enablers | Cross-Channel
• The 2015 Digital Marketer report by Experian, outlines a Marketing Sophistication Curve of 4
primary phases:
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data
In 2015 – 2016, channels are
predicted to include new Internet of
Things-led channels, including
Beacons and wearables, to give the
customers a better omnichannel /
“phygital” experience.

5. Macro Trends & Enablers | Cross-Channel
• Stats presented in a very
informative report by We
Are Social, demonstrate
that while mobile
technology enjoys
tremendous adoption rates,
smartphones still have
room for growth.
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data

6. Macro Trends & Enablers | Cross-Channel
• When Cadbury switched some of its ad spend from TV to Facebook for
its Cream Egg brand, the brand experienced 7% increase on sales
overall. While budget for social was around one-third the size of that
spent on TV, 18% of purchase intent was driven by Facebook and 20%
was from TV advertising.
• Kantar ROI research showed that consumers exposed to both TV
and Facebook were 66% more likely to purchase. As a result of the
campaign, sales of Crème Eggs increased by 7%.
Source: Digital Training Academy
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data

7. Macro Trends & Enablers | Cross-Channel
• Case in Point: Land Rover
• Insight: today’s auto shoppers start their car search
online but switch devices across the purchasing funnel.
Land Rover wanted to reach the auto shopper across
the purchase journey and convert impressions into
sales
• Action: Land Rover used cross-channel marketing –
Youtube, Google Display, Search, mobile and social
• Result: more than 100M impressions, and 15% of its
total sales now come from online leads.
• According to the company, “digital marketing has been
a corner stone to our growth as a brand”, contributing
to the brand’s annual double-digit growth over the past
few years.
Source: Google, September 2014
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data

8. Macro Trends & Enablers | IoT
• According to a recent Economist Intelligence Unit report, marketers are expecting IoT to
have the biggest impact on marketing by 2020 (followed by a cluster of technology trends
that are all related to IoT, such as real-time mobile personalized transactions, customer
experience and big data).
• An Adobe study found that over two-thirds of consumers say they will buy connected
technology for their homes by 2019, and half plan to purchase wearable technology. The
“internet of Things” is benefiting companies in many areas, including customer service,
revenue, efficiency and data. Connected “things” present new streams of data that can
help execute personal’ real-time messages.
IoT & Wearables Virtual Reality Big Data Social Media
Mobile & Cross
Channel

9. Macro Trends & Enablers | IoT
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data
• Connecting consumers to digital marketing while on
premise / in store is becoming easier as technology
advances.
• Location based marketing will come back in a whole new
way thanks to Beacons and wearable technology.
• Marketers and retailers can now send personalized and
location-based to boost their mobile marketing ROI.
Facebook Place Tips

10. Macro Trends & Enablers | IoT
Mobile & Cross
Channel
IoT & Wearables Virtual Reality Social Media
Amazon Dash – refill everyday products from Amazon by pressing a button.
For an in-depth review of the “Internet of Things”, please refer to the Carmelon Slideshare page.

11. Macro Trends & Enablers | VR
• Virtual reality is an emerging trend in digital marketing, with technologies such as Oculus Rift and
Google Cardboard bringing new ways to engage with consumers.
• A few automotive companies have already utilized VR technology, in order to enable consumers to
experience their cars’ technology and how it feels to drive the car.
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data
Volvo launched a campaign using Google Cardboard
Ford, Chrysler launched campaigns using Oculus Rift

12. Macro Trends & Enablers | Big Data
• Allegedly, personalization and targeted marketing can be carried out efficiently thanks to the
“big data” revolution: the ability to analyze the massive amount of data (structured or
unstructured), in order to gather insights about the customer.
• But the problem with “big data” is, that in addition to collecting the data, marketers ought to
know what questions is it meant to answer, and how to analyze the data accordingly.
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data

13. Macro Trends & Enablers | Big Data
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data
• MasterCard knows the date, time, spend amount, merchant and location of each of over 160 million
transactions worldwide every hour. According to the company, Big Data strategy includes:
• For example: the company predicted a housing recovery in the US several months before the
government, due to rise in home improvement sales which often indicates an intent to sell the house.
The company was therefore able to help home furnishing customers with their client marketing
strategies.
Identifying the business question / problem that
needs addressing
Identifying which data is likely to be helpful
Processing and analyzing the data

14. Macro Trends & Enablers | Big Data
• The Experian 2015 Digital Marketing report outlines
the types of data that may be collected for analysis
Mobile & Cross
Channel
IoT &
Wearables
Virtual Reality Big Data

15. Tactics | Content
• Content continues to constitute one of the most important
aspects of digital marketing, with growing activation and
monitezation methods
Kraft Foods (North America): The food giant has utilized a
tremendously successful content strategy long before its
competitors, with investments in online and mobile platforms, tools
and communities.
The company invests heavily in video content, based on a strategic
content architecture: tailored content per each of the company’s
brands, along with the umbrella of the corporate brand.
Clicking on the recipe provides a list of
ingredients, linked to deals and retailers.
* We have recently covered the subject of inbound marketing and the
importance of content, and you can find it on the Carmelon Slideshare page

16. Tactics | Content
• A Smart Insights poll (291 respondents)
shows that content marketing is
perceived as the most important trend to
marketers in 2015. Big Data, marketing
automation, and mobile marketing all
follow.

17. Tactics | Video
• Online video continues to capture the
attention of various audiences, with mobile
video up 50% between 2013 and 2014.
• According to Nielsen’s 2014 Cross Platform
Report, over half the US population
watched online videos in fourth quarter
2013. eMarketer reports that online video’s
ad revenue is expected to be the fastest
growing segment of the Internet in
2014. eMarketer forecasts ad volume for
mobile video to grow by 79% this year and
to surpass $1 billion next year. (source:
Forbes)
• And, according to data from the latest
Consumer Entertainment Index from Arris,
over half of the global population is
watching video content on their
smartphones and tablets.
eMarketer Webinar: Key Digital Trends—15 Things to Know for
2015

18. Micro Trends | Real-Time
Real-Time Instant Personalization
• Real-Time marketing is not about “Tweeting the moment”, nor is it
about pre-planned events and posts such as “Sandwich Day”.
• Real-Time marketing requires data, strategy, capabilities and staff,
that allow brands to respond to events and trending subjects as-
they-happen. This is the kind of strategy that made Oreo’s “dunk in
the dark” (as detailed below) possible in the first place.
Oreo’s tweet during the Superbowl power brake in 2013, tweeted “You can still
dunk in the dark”, received unprecedented amount of consumer attention. But
this type of RTM was made possible in the first place due to the brand’s
newsroom strategy by which it had recognized the daily story over a year,
posting relevant cookie-based tributes accordingly.
Location Based &
Contextual

19. Micro Trends | Real-Time
Real-Time Instant Personalization
• Recently, a few important sources had added trend mining tools
that are enabling more marketers to recognize conversations as
they happen, in addition to “Trending” on Twitter, including
Google Trends real-time and Trending on Instagram.
Location Based &
Contextual

20. Micro Trends | Real-Time
Real-Time Instant Personalization
• Bank of America found great engagement with RTM. For
example, during the World Economic Forum in Davos,
Switzerland, the bank’s digital team monitored what was
trending on Twitter in order to promote the bank's brand
among people interested in economic issues by publishing
real-time content related to the conference. During a session
on women, for example, the bank's team tweeted a link to a
Merrill Lynch paper about the growing economic influence of
women.
• According to the bank, 97% of people who clicked on BofA's
content on social media during the economic conference
were engaging with the bank for the first time (source: WSJ
2014)
Location Based &
Contextual

21. Micro Trends | Instant Messaging
Real-Time Instant Personalization
• According to a recent research from Juniper, over
160 trillion instant messages will be sent by 2019,
up from 43 trillion in 2015, on platforms such as
WhatsApp, Facebook Messenger and Snapchat.
Those platforms will overtake email to become
the most popular digital communication channel
in 2015, with 94.2 trillion messages sent,
including text messages, instant messages,
social media posts and emails.
• SMS remains a key way for businesses to reach
customers and get good engagement as SMS
messages are usually read within 3 minutes or
less.
69%
31%
TOTAL MESSAGES IN 2015 (TRILLION)
SOURCE: JUNIPER RESEARCH
Instant Messages Other Platforms
Location Based &
Contextual

22. Micro Trends | Instant Messaging
Real-Time Instant Personalization
Location Based &
Contextual
• While each app has its own patterns
and related user group, instant
messaging is becoming a major
communication force. Therefore,
consumers expect to interact with
brands through those apps – for instant
service and offers.
Source: Business2Community

23. Micro Trends | Personalization
Real-Time Instant Personalization
Location Based &
Contextual
On average, brands are reporting a 19% increase in conversion rates from personalizing their online
customer experience per Econsultancy.
Ultra-personalized solutions may include: personal assistance / concierge apps, personalized
healthcare and even genomics, personal shopping with price customization, customized service,
insurance premium based on the user’s behaviour, skincare products and much more.
• Amazon.com is still one of the best examples for personalization, building a world of recommendations
based on the user’s past searches, wish list and previous purchases, among other parameters.

24. Micro Trends | Personalization
Real-Time Instant Personalization
• Beauty retailer Sephora has personalized its customers’ experience with a set of digital tools,
using data
Through its ColorIQ
feature, which
defines skin
pantone, the
company can match
existing products to
individual skin
shades.
Location Based &
Contextual

25. Micro Trends | Personalization
Real-Time Instant Personalization
Location Based &
Contextual
• The Experian 2015 Digital Marketing report
demonstrated the different messages a marketer
should send to 2 different types of clients, whose price
aversion, free time and personal perceptions are not
similar.
• With the advances in digital tools such as wearable
technology, personalization and customization are
expected to be carried-out on the specific consumer
level.

26. Micro Trends | Location-Based
Real-Time Instant Personalization Location-Based &
Contextual
Contextual Marketing is the customizing of digital advertising to specific target groups or situations, using
factors such as time, place, preferences and behavior. This is actually the new “targeting”.
• Social GPS app Waze knows where the consumers
are headed, and offers marketers to target
consumers whenever they are near the business.

27. Digital Marketing Return on Investment
• A Mondo study, "The Future of Digital Marketing," based on an online survey of 262 digital
marketing executives in 2015, found that 80% of companies will increase digital marketing
budgets in the course of 12 to 18 months, with 72% of those planning an increase between
5% - 15%.
• Inability to measure certain digital marketing channels might be a barrier to growth, but an
Econsultancy / Oracle Marketing Cloud Marketing Budgets 2015 report found that a restricted
budget for all types of marketing prevents more investments in digital, while a lack of staff to
make the most of digital investments was the second-most cited barrier. Yet, budgets are
increasing every year.

28. Digital Marketing Return on Investment
• the Econsultancy / Oracle
survey found that paid search is
the leading channel that
marketers are able to measure
the ROI from, followed by email
marketing.

29. The Future of Digital Marketing
• Mobile still has plenty of room for penetration, and we believe that the new “small screen”
will continue to grow
• Wearables and IoT will enter mainstream: According to Cisco’s Visual Networking Index
report, there will be more than half a billion wearable devices in use every day by the 2019.
We expect to see ultra-personal, on-time marketing as a result
• Social media will continue to serve both as a way to push / pull marketing messages, and as
a way to deliver proactive CRM, but consumers will turn to instant messaging platforms.
In conclusion, instant + ultra personal will continue grow as a result of big data,
wearables, and mobile technology penetration.

30. Resources
Publisher Title
Accenture CEO Briefing 2015
Adage Companies Increase Digital Budgets
Adobe How the Internet of Things is disrupting marketing
Adobe Targeting the Hyper connected traveler
Adobe Personalization Success
ANA Magazine The Real Deal
Business 2 Community Beacons and And Chat
ClickZ Instant Messaging Overtake As Digital communication platform
CMO 2015 Predictions
Digital Strategy Consulting DigitalMarketing Roi
Digital Trends Half A Billion Wearables Prediction
Econsultancy Social CRM
Econsultancy Three Digital Marketing Mega Trends Trends-For
Econsultancy / Oracle Marketing Budgets 2015
eMarketer Digital Trends 15 Things to Know 2015
Experian The 2015 Digital Marketer
Forbes The year of cross platform measurement
Forbes Sephora's Winning Formula
Google Cross Channel Marketing
Juniper Research Sending Out Sms
Marketing Charts Which Digital Channels are Marketers best able to measure for ROI
MarketingLand Cross Channel Marketing
MediaPost More Than Half Of Consumers Watch Mobile Video
Mckinsey Leveraging Big Data to Optimize Digital Marketing
Mondo The Future of Digital Marketing Guide
Outbrain The 5 Best New Digital Marketing Tools and Techniques
Smart Insights Digital Marketing Trends 2015
Trend One Contextual Marketing
We Are Social Digital, Social & Mobile in 2015
WSJ Advertisers Use Social Media to Promote Brands in Real Time

31. Thank You!
The research was conducted by:
Hamutal Schieber
Schieber Research | Market Research & Competitive Intelligence
www.researchci.com | hamutal@researchci.com
Executive Summary. For the full research - please contact
Carmelon Digital Marketing
http://www.carmelon-digital.com