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Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year

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Are you curious about the trends shaping customer behavior and business success this year? In this presentation, I outline the key digital trends driving customer behaviors and how businesses must respond to them. The slides highlight the importance of content, customer experience, and data, among others, to help you get your arms around how digital shapes the world around you -- and how to leverage digital to put it to work for your business.

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Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year

  1. 1. DIGITAL MARKETING DIRECTIONS The Key Trends Driving Digital For Your Business TIM PETER @TCPETER
  2. 2. MORE PEOPLE OWN MOBILE PHONES THAN OWN TOOTHBRUSHES
  3. 3. TREND #0: WE NEED TO STOP TALKING ABOUT MOBILE AS A TREND… IT’S A WAY OF LIFE
  4. 4. MOBILE CHANGES BEHAVIORS
  5. 5. MOBILE CHANGES BUSINESS MODELS
  6. 6. 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)
  7. 7. 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
  8. 8. 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)
  9. 9. 4.5 BILLION HOURS OF VIDEO WATCHED
  10. 10. 144,000,000 TWEETS
  11. 11. 208,000 PHOTO UPLOADS
  12. 12. TREND #1: CONTENT IS, WAS, AND ALWAYS SHALL BE KING
  13. 13. 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”
  14. 14. 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?
  15. 15. SNACKABLE SHARP SHAREABLE
  16. 16. 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
  17. 17. 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
  18. 18. NOT ALL CONTENT IS YOURS: CUSTOMERS SHARE EXPERIENCES
  19. 19. 93% OF CONSUMERS SAY ONLINE REVIEWS IMPACT THEIR PURCHASE DECISION COMPANIES WITH HIGHER NPS GROW 200% FASTER THAN COMPETITORS
  20. 20. TREND #2: CUSTOMER EXPERIENCE IS QUEEN
  21. 21. JUST BECAUSE YOU SAY SOMETHING, THAT DOESN’T MAKE IT TRUE
  22. 22. “SPEED IS THE NEW CURRENCY OF BUSINESS” MARC BENIOFF CHAIRMAN AND CEO, SALESFORCE.COM
  23. 23. YOUR MANTRA: INSTANT GRATIFICATION ISN’T FAST ENOUGH
  24. 24. 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
  25. 25. TREND #3: DATA IS THE CROWN JEWELS
  26. 26. 464 RETWEETS 1,955 LIKES OVER 1,000 IDEAS SUBMITTED
  27. 27. "INVESTOR CONCERN OVER THE THREAT OF NEW TECHNOLOGIES IS OVERSTATED." —BLOCKBUSTER ANALYST REPORT, 1999
  28. 28. “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
  29. 29. WHAT WORKS?
  30. 30. FORGET “MOBILE-FIRST” – FOCUS ON “CUSTOMER-FIRST”
  31. 31. 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
  32. 32. VS
  33. 33. “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
  34. 34. WE’RE ALL PUBLISHERS NOW…
  35. 35. 40
  36. 36. DIFFERENTIATION IS MORE THAN A DIFFERENCE WHICH MARKET SEGMENTS WOULD BE COMPLETE IDIOTS NOT TO BUY FROM YOU?
  37. 37. SNACKABLE SHARP SHAREABLE
  38. 38. “YOUR MARGIN IS MY OPPORTUNITY.” – JEFF BEZOS
  39. 39. MARIA RENZ JEFF HELBLING
  40. 40. 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
  41. 41. 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
  42. 42. THANK YOU WEB: TIMPETER.COM PHONE: 201-305-0055 EMAIL: TIM@TIMPETER.COM TWITTER: TWITTER.COM/TCPETER © 2017 TIM PETER & ASSOCIATES - PROPRIETARY AND CONFIDENTIAL

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