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Briefing

Digital Marketing Trends2014

Dr Dave Chaffey

SmartInsights.com

Download:http://bit.ly/smarttrends #marketingtrends2014

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Books Online advice and consultingwww.smartinsights.com

About Dave Chaffey

About Dave Chaffey• A professional trainer in E-marketing since 1997• Author of 5 bestselling marketing books now in their

4th and 5th edition • Manages SmartInsights.com a marketing advice site

with paid members in over 50 countries• Insights Director at agency ClickThrough Marketing

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Share your ideas on innovation in marketing to win!

http://bit.ly/smarttrends#marketingtrends2014

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http://bit.ly/smartgraphics

22 Trends and recommendations structured around RACE Planning

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Trend 1: Defining Future vision of “Modern” or Integrated Marketing

PLAN

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1. Digital marketing is Marketing 2. You need a strategy 3. Measurement and optimisation

to improve commercial results are the foundation

4. Joined-up customer-centred marketing is essential

5. Keep communications human 6. Be agile 7. Inbound marketing trumps

outbound marketing 8. Engagement is the real challenge 9. Think Global, Act Local 10. Markets are conversations

1. Strategy 2. Commercial 3. Customer Experience 4. Integration 5. Brand 6. Data 7. Personalisation 8. Technology 9. Content 10. Social 11. Character

2011 2013 PLAN

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Recommendation:

Create a Success Map

for Digital Marketing

Define what is coreto your Vision

Example of Ishikawa or Fishbone diagram

Growth Hacking post

PLAN

Trend 2: Managing performance drivers through growth hacking

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Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping

Source:Richard Sedley

http://bit.ly/smartpersonas

PLAN

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Trend 4: Investment in Brand OVP/YouTility

Audience use of digital and social

media > Personas

Commercial goals >

Customer engagement

> OVP> Marketing Mix

BrandedContent

Marketing Strategy

IntegratedMarketing

CommunicationsStrategy

IntegratedDigital platform

tactics and tools

OVP = Online Value Proposition= Brand Adding Value to Audience Help me do my job / live my life

Help me develop / learn Help Make me look good

Help Entertain Me! Help me Select and Use Products

http://bit.ly/smartovp

PLAN

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Improving Reach

Key Trends Increased micro-targeting options Mobile targeting Engagement through Visual Apps Quality SEO signals

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Selecting the best communications mix

REACH

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Q. Which media work best for you?

REACH

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Effectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOAdWords

Remarketing

Facebook custom audiences

AdWords

Social amplification

Media relatedPR

Influencer PR Integrated

engagement campaigns

Blog marketing

Vertical niche campaigns

REACH

SponsoredTweets

Instagram

Trend 5: Increased in paid, owned, earned media targeting

FBX Retargeting

Facebook Promoted Posts

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Trend 6: Use of attribution to assess media effectiveness

Recommendation:

Use Google’s MultichannelFunnels and

Attribution Models to report effective

touchpoints

REACH

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Recommendation:

Review average touches per order

andNumber of channels

per order to understand

consumer behaviour

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Trend 7. Mobile user online ad investment

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Recommendation:Account for “Not

Provided” and iOS6 in deep analysis.

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Trend 8. Engagement through visual apps + content

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Jeff Bezos on Shiny Objects

"There are always shiny things.

A company shouldn’t get addicted to being shiny, because shiny doesn’t

last. You really want something

that’s much deeper-keeled. You want your

customers to value your service.

Wired Interview

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SEO Trends? 1. Content – requires depth

and detail “Epic/Nuclear” 2. Different types of content

give traction 3. Author authority and social

signals matters 4. Links remain critical, but

bar for quality keeps going up.

5. Diverse anchor text needed after Penguin

6. Great design matters 7. Guest posting comes

under increased scrutiny 8. Social continues to exert

a powerful influence 9. Mobile performance and

compatibility matter 10. SEO is less tactics,

more strategy

Source: Search Engine Journal, MoZ ranking factors

Trend 9. SEO Signals = Content, author and outreach quality

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Increasing InterACTion

Key trends Interactive content marketing Investment in outreach Immersive-responsive landing pages

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Growth example: ASOS.com

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Using content to drive growth – B2C

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The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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Trend 10. Evaluation of content and social media marketing investments

Criteria? Rev/visit Demand+

lead gen Amplify Brand fit SEO Longevity

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Matrix

Presentation title Author's name 10 April 2023 Confidential

http://bit.ly/smartercontent

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http://bit.ly/smarthealthcheck Trend 11. Interactive content marketing

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Trend 12. Investment in Outreach and Partnershiphttp://bit.ly/smartoutreach

http://traackr.com/faces-of-influence/

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Trend 13. More immersive mobile responsive landing pages

ACT

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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp

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Increasing Conversion

Key trends Evolutionary site design / growth hacking Mobile CRO Improvements to Universal Analytics

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Trend 14: Evolutionary site design

Source: Chris Goward - WiderFunnel

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Q2. Mid-funnel page tests usingGoogle content experiments

Q3. Home page enhancement andPippity pop-up lead generation

Example: 90 Day planning across RACE

Source: Strategy into Action

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Trend 15: Mobile CRO

Recommendation: Review leads, sales from different device, resolution Advanced Segments

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The challenge of Mobile CRO

Store Website msite Apps0%

20%

40%

60%

80%

100%

120%

Browse vs. purchase channels

BrowsePurchase

88% Debenhams customers use mobile to browse vs. 12% purchase

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Vision on Left… In place 2014:

Universal Analytics giving: Data import – Measurement Protocol Cross-device tracking

Advanced Segments Updates e.g. cohorts

Improvements to custom report dashboards

Attribution modeling now mainstream

Trend 16: Deeper use of analytics

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Also use Multichannel Funnel reports to help with budget allocation

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Source: Occam’s Razor Avinash Kaushik

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Improving Engagement

Key trends Customer satisfaction and feedback Social media marketing Engaging Email marketing Wearable computing and lifelogging

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Trend 17: Customer feedback tools mainstreamhttp://bit.ly/smartfeedback

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Trend 18: Integration through Social CRM

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Trend 17: Mobile email popularity

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Location:

Published / Surveyed: Sample: Source:

Original source:

Worldwide July 2013

Feb 2012-June 2013

Collected from 250 million email opens

Litmus

% Email Opens across desktop and mobile

Litmus blog

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Trend 20: Marketing Automation. Behavioural email gets serious!

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Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com

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Using event-triggered emails – Marketing Automation / Re-marketing example

1. Generic branded follow-up email : +10% conversion rate.

2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail

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Trend 21: Leaders blend responsive design + content + relevance

Source: Econsultancy

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Trend 22: Wearable tech and lifelogging

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Let’s Connect! Questions & discussion welcome

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