The document discusses trends in digital marketing, focusing on the evolution from Web 1.0 to Web 2.0 and the changing demands of future consumers, particularly 'digital natives' born after 1985. Key insights include the importance of seamless multi-channel experiences and personalized promotions, as well as the continued relevance of physical stores alongside online shopping. The document also highlights developments in technology and marketing strategies that will shape future consumer interactions and expectations.

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
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3. What is trending in digital marketing ?
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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
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5. Does social media matter ?
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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
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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
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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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