Top Five Trends in Digital Marketing for 2015 and How to Profit from Them

Copyright © 2015 Debra Zahay-Blatz
Top Five Trends in Digital Marketing for 2015
and How to Profit from Them
Dr. Debra Zahay Blatz,
President, Zahay, Inc.
Naperville Breakfast
#NACCWIB @zahay
February 5, 2015

Agenda
• Who am I?
• What is digital marketing?
• Setting the stage
• Content
• Automation
• Social Savvy
• Intent
• Experiences
• Questions

I followed my questions to Academia…
Information
Systems
Sales/Marketi
ng/Databases
IMC &
More
Databases
????
Ph.D.

Over 700 Article Citations
Co-Author: Leading Intern Textbook

Editor: Journal of Research in Interactive
Marketing

Co-Author: Leading Internet Marketing
Textbook

Forthcoming:
Zahay, Roberts

Also Forthcoming …..Contemporary
Database Marketing and Analytics
Spiller and Zahay, Eds.

Digital marketing can be defined as:
Using any digital technology to facilitate
the marketing process, with the end goal
to facilitate customer interaction and
engagement.
Engagement is a co-creation process
that leads to deeper customer loyalty.

We Evolved from Direct Marketing to Digital Engagement
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer Response

Problem /
Need
Awareness Consideration Purchase
Post
Purchase
Experience
Loyalty /
Re-
purchase
Traditional Purchase Journey
Thanks to Steve Susina from LyonsCG

The New Purchase Process
Contact
Salesperson
Compare
Vendors
Conduct
Research

Forthcoming: Journal of Brand Strategy Vol. 3 Number 4, 2015

The Sales Funnel Has Changed
Forthcoming: Journal of Brand Strategy Vol. 3 Number 4, 2015

Source: Forrester Research
Thanks to
Steve
Susina
from
LyonsCG

Transition from SELLING to FACILITATING
PURCHASING

Age of Consumer Empowerment
Much of the buying process takes place
before the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research
The Purchase Journey Today

“Influence of Online Research Over
Purchase Decisions Expanding Beyond Big
Ticket Items”
-- Radius GMR, 5/2013
93% Of Purchases Begin with Search
Thanks to
Steve Susina
from LyonsCG

Google’s Search Algorithm Favors Big
Brands and Quality Links In.
How will you compete?

Red Bull’s site emphasizes content for
customers, not product information

How the brand story trickles down to
content marketing
Brand Story
Content
Social Media Website Email Video Blog Mobile Search
Communications
Channels
Zahay Digital Marketing Management, Business Experts
Press, 2015

Social media platforms can disseminate
brand story
28
Key
social
media
platforms
Video
Sharing
Photo
Sharing
Podcasts
Message
Boards
Blogging
Micro
Blogging
RSS Feeds
Widgets
Social
Networking
Chat Rooms
Zahay, Digital Marketing
Management, Business
Experts Press, 2015

Content, particularly Rich Content, Will Be
Rewarded

DemandBase Educational Campaign for
Content Technology Investment Decisions
Netted $ 1 Million in New Business

Different Types of Content Support
Different Objectives
Source: Orbit Media

Marketing is Automated
• Nearly 50% of ad spend was ‘programmatic’ in
2013, expected to rise to over 80% by 2017.
• Technologies will increasingly make
promotional decisions based on customer
response.
• “Analytics” will drive these systems.
• C-Level execs will rely more heavily
on dashboards.

Social Media Marketing Industry Report
2012
• 56% of B2B Marketers acquire new business
partnerships through social media
• 69% of B2B Marketers gathered industry
insight social media
• 78% of buyers of B2B products begin process
via a search engine

Fill out all your social media profiles,
especially Google+

Fish Where the Fish Are!
• The age of “Social Selling” has arrived--stalking
is now a professional activity!
• Linkedin Groups provide ways to connect and
interact with potential customers.
• Consider ‘open’ networking.
• Invest in the Premium version.
• Blog Posts can draw attention to your expertise.
• Google+ is also a professional platform.

Think LIKE a Fish
• What is the customer seeking?
• Use Keywordtool.io (free Google keyword
suggestions) or AdWords Keyword Planner to
get an idea of appropriate words
• Continuously optimize your sites across
platforms.

Engagement Leads to Experiences
Future=Experiences
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer
Response

SunGuard
Campaign
for Cloud
Computing
Awareness
Resulted in
a 5.7%
email open
rate,
download
rate
increase of
300%

Bank Branches are ‘hip’ places to work,
hybrid interactions provide the optimal
experience. They are…..

Engaged Employees Related to
Satisfaction: Customers Seek “Hybrid”
Experience
DAA Study

Questions?
• Debra Zahay-Blatz
debra@zahay.com
630 844 3825
• @zahay
• www.linkedin.com/in/drzahay

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