Andrew Lapham's presentation for the Chartered Institute of Marketing Milton Keynes Community Group on Wednesday 6th November 2013

1. Trends & Future of Digital
Marketing
Andrew Lapham
Andrew.lapham@buckingham.ac.uk
Nov-13
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2. Future digital marketing
• What is trending in digital marketing ?
• What will future consumers demand ?
• What’s being developed in the lab ?
• What could the future experience look like ?
• Open forum
Nov-13
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3. What is trending in digital marketing ?
Nov-13
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4. Digital Marketing Activities ?
Internet
Advertising
More than Apps !
Website, Links
Mobile
Marketing
Search
Marketing
SEM, SEO, PPC
Digital
Marketing
Brand recognition
In Game
Email
Marketing
Advertising
Just Spam ?
Social Web
Marketing
UGC : Blogs, Wiki, YouTube, FlickR
Nov-13
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5. Does social media matter ?
Nov-13
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6. The digital evolution of marketing
Web 1.0 (Static/ Txn)
Web 2.0 (Social)
Marketing Focus
Website or Content
User / participant
Approach
Push
Push & Pull
Market Role
Audience
Participants
Market Behaviour
Passive
Passive & Active
Interactivity
Machine Interactivity
Person & Machine
Product Offering
Production
Co-production
Communication Model
Monologue
Dialogue
Control
External Pacing
External and Internal
Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011
Nov-13
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7. The digital evolution of marketing
Web 1.0 (Static/ Txn)
Web 2.0 (Social)
Marketing Focus
Website or Content
User / participant
Approach
Push
Push & Pull
Market Role
Audience
Participants
Market Behaviour
Passive
Passive & Active
Interactivity
Machine Interactivity
Person & Machine
Product Offering
Production
Co-production
Communication Model
Monologue
Dialogue
Control
External Pacing
External and Internal
Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011
Nov-13
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8. Quotes from leading advertisers
“The traditional marketing model we all grew up
with is obsolete”
James R Stengel, CMO, Proctor & Gamble
“To me the challenge is not awareness, the
challenge is engagement.”
John Hayes, CMO, American Express
Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011
Nov-13
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9. What will future consumers demand ?
Digital natives born after 1985 & reared on pervasive technology
Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013
Nov-13
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10. What will future consumers demand ?
Digital natives born after 1985 & reared on pervasive technology
Key findings reveal: Shopping in 2025
• Digital natives want a better multi-channel experience that facilitates
seamless and connected interactions in a 24/7 environment.
• Technology is key to expediting the shopping experience and retail
operations must be optimized in support of customer priorities.
• Stores are the channel of choice for digital native consumers today and
are expected to remain critical in the shopping experience of the future.
• Online shopping is important and retailers must focus on developing
multi-channel strategies to meet the growth of online commerce.
Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013
Nov-13
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11. What will future consumers demand ?
Digital natives born after 1985 & reared on pervasive technology
Key findings reveal: Shopping in 2025
• Price is the most important purchasing criteria now and is perceived to be
in the future.
• Promotions and product range are also key purchasing motivators, while
brand is less important than price, range and assortment.
• Retailers need to make better use of actionable insight to target this
group better with personalized promotions and interactions.
• Despite the importance of social networking, using these networks for
purchasing is relatively rare.
Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013
Nov-13
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12. What’s being developed in the lab ?
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13. But that’s all a long way away - right !
UK’s First Interactive Grocery Store
http://www.youtube.com/watch?v=7JItU05mjCk
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14. What could the future experience look like ?
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