digital marketing trends 2015
TRANSCRIPT
![Page 1: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/1.jpg)
1
Digital Marketing Trends 2015
Tools and techniques to grow your business
Dr Dave Chaffey. SmartInsights.com
Presented at the Smart Insights Digital Impact Conference, September 2014
![Page 2: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/2.jpg)
2
What
does
the
future
hold
for
digital
marketers?
![Page 3: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/3.jpg)
3
![Page 4: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/4.jpg)
4
![Page 5: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/5.jpg)
5
Results from 600+ votes in our 2015
trends poll – thanks if you took part!
See post 2015 Digital Marketing trends for discussion of 30 digital marketing tools
![Page 6: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/6.jpg)
6Source: Ogilvy, TNS and Google Path to Purpose July 2014
Content
Marketing
Content
Marketing
Content
Marketing
![Page 7: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/7.jpg)
7
Digital Natives − Gen C are now mainstream
Source: Infomentum: Generation C. June 2014
Generation C’s members are ‘digital
natives’ who are always connected,
communicating, computerised,
community-orientated and always
clicking. In general, they are realists
and materialists as well as being
culturally liberal, politically progressive
and upwardly mobile.
They own a plethora of devices
including smartphones, tablets, laptops
and smartTVs which are regularly
updated and replaced. Our research
found that two thirds purchase a new
gadget every year, with nearly 80%
admitting to buying the latest model
even when the old one still works.
https://www.youtube.com/watch?v=-4eZjhzFw8c
![Page 8: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/8.jpg)
8
How will technology support marketing in 2015?
Source: Smart Insights Gartner Hype Cycle review
![Page 9: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/9.jpg)
9
~950 companies
![Page 10: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/10.jpg)
10
Marketing Backbone Platforms
![Page 11: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/11.jpg)
11
Marketing Backbone Platforms
![Page 12: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/12.jpg)
12
#1 Content curation
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study
Example services:
Percolate
Curata
Kapost
![Page 13: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/13.jpg)
13
#2: Content recommendation
personalisation, retargeting and
effectiveness review
Example services:
Idio
Monetate
Demandbase
![Page 14: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/14.jpg)
14
#3: Content distribution
Example services:
Hootsuite
Sendible
Oktopost
GaggleAmp
![Page 15: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/15.jpg)
15
#4: Integrated SEO, Content and Social media management?
Example services:
Moz
RavenTools
AnalyticsSEO
Source:
Analytics SEO
![Page 16: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/16.jpg)
16
#5: API service integration and Hubs
Example services:
Marketo
Act-on
Salesforce/Exact Target
![Page 17: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/17.jpg)
17
Understanding consumer preferences and behaviours in
2015
The continued rise of the YouTuber
Source: Channel Page video Broker
![Page 18: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/18.jpg)
18
Source: Ogilvy, TNS and Google Path to Purpose July 2014
![Page 19: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/19.jpg)
19
Location: Published / Surveyed: Sample: Source:
Original source:
Global Q1 2014 Global users from Site catalyst
tagged sitesAdobe
Social referral % from social networks by sector
Adobe Social Intelligence report
From Smart Insights Marketing Statistics compilation Q2 2014
New
A social media backlash in 2015?
![Page 20: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/20.jpg)
20
#6: User Engagement and value optimisation
Example services:
Kissmetrics
Mixpanel
Ecommera
Engagement analysis:
Individual user: Kissmetrics
Cohort analysis:
Groups of users: Kissmetrics
![Page 21: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/21.jpg)
21
n Searches
% Brand
ReachAwareness
and visits
Unique
visitorsBounce
rate
Revenue
per visit
Page views/
visit
ActInteraction
and leads
nLeads%
Conversion
to lead
Goal value
per visit
Average
order value
ConvertSales and
profit
nSales%
Conversion
to sale
Sales
value
n Brand
mentions
EngageLoyalty and
advocacy
% active
customers% Customer
conversion
% existing
sales value
Building intelligence into analytics
E.G. RACE dashboard KPIsVolume Quality Value
![Page 22: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/22.jpg)
22
Coming soon – the Smart Insights
RACE Digital Marketing Dashboard
#7: Actionable Analytics and intelligence
Example services:
GA Intelligence
Quill Engage
Smart Insights
Source:
SmartInsights.com
![Page 23: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/23.jpg)
23
#8: From Conversion Optimization to Experience
Optimization
Example CRO
testing services:
Unbounce
Optimizely
Visual Website
Optimizer
Example Experience
Management services:
Adobe Experience
Manager
EPiServer
Sitecore
Source: Boston Consulting Group
![Page 24: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/24.jpg)
24
#9: Digital Channel Sales Optimisation
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
![Page 25: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/25.jpg)
25
Example services:
Google Glass
Apple Watch
Facebook Rift
#10: Wearables, Augmented and Virtual reality
![Page 26: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/26.jpg)
26
81% of large organizations have the equivalent of
a chief marketing technologist
Source: Gartner - HBR July-August 2014
![Page 27: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/27.jpg)
27
81% of large organizations have the equivalent of
a chief marketing technologist
![Page 28: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/28.jpg)
28
![Page 29: Digital Marketing Trends 2015](https://reader034.vdocuments.net/reader034/viewer/2022052116/559f26d31a28ab4e578b47a4/html5/thumbnails/29.jpg)
29
Thank you
All the best for your journey in 2015!
Source: 7 Steps to Digital Transformation Infographic