2014 digital marketing trends
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2014 Digital Marketing Trends, Predictions & Action Items
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What’s Inside?• The current state of digital marketing • 9 trends & predictions to watch• Your 2014 action items • Lots of stats• Lots of examples
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The Current State Of Digital Marketing
• Explosion of digital touch points• Blindingly fast speed at which digital interactions happen• Multi-device environment increasing the complexity of
delivering web content• Rising expectations of customers• Influence of social media
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Predictions• Increase in sophistication of digital experiences• Marketing becomes useful (Youtility)• Marketing becomes increasingly location-based• Advertising gets native • And more predictive • Content marketing still big...but app-like content gets bigger• Wearable technology goes mainstream• Growth hacking makes a comeback• Move towards omni-channel vs multi-channel
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Prediction #1: Increase in Sophistication of Digital Experiences
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“A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”
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59% of digital marketers rate digital experience creation as “high” or “very high” priority
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76% of organizations that place a high priority on digital experience creation report revenue growth
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The two most powerful digital approaches for driving brand perception
#1 Responsive design
#2 Content targeting
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83% of organizations
creating advanced digital
experiences report revenue
growth
Organizations reporting revenue growth are aggressively exploiting more sophisticated digital experiences
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Approaches to digital experience creation in 2014
+12% content targeting+12% conversion paths
+11% microsites+11% personalization
+9% responsive design- 16% website
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Action Items:• Go big or go home — deliver a fantastic, relevant, engaging,
targeted, personalized experience. Period.• Read the Digital Marketing Landscape: The Power of Digital
Experiences in 2014
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Prediction #2: Marketing becomes useful. Youtility.
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If you sell something, you make a customer today; if you help someone, you make a customer for life. -Jay Baer
Think: calculators, price estimators, scoring tools & more Smart marketing is about help, not hype
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Dell’s ROI Calculatorestimates potential ROI
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ion’s free calculator allows for easy estimation of pricing
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Geek Squad’s YouTube channel provides hundreds of instructional videos for DIYers
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Action Items: Read Up!
http://www.youtilitybook.com
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Prediction #3: Marketing becomes increasingly location-based
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Location-Based Marketing• Integrates mobile advertising with location-based services• Delivers multi-media directly to the user of a mobile device,
dependent on location via GPS technology• Push — users must opt-in • Pull — users interact with mobile sites or apps
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“...think of location as the new cookie — it’s about tracking people through their day, across places, devices and all media types.”
Asif Khan, Founder & President
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Google shows addresses and maps of local book stores....
Mobile apps use location services to serve local coupons
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Action Items:• Check out TheLBMA.com• Download the Location-Based Marketing Infographic for
actionable LBM tips
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Prediction #4: Advertising gets native
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Native Advertising• Native advertising integrates high-quality content into the organic
experience of a given platform — social, web, video, etc.• Native advertising is not advertorial• Should contribute value by improving user experience
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sponsored content
contentrecommendation
engines
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Action Item: Is Native Advertising Right For You?
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Prediction #5: Advertising becomes more predictive
and less reactive
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Retailers are finding ways to “predict” wants, needs and even life stages based on buying patterns
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Predictive Behavioral Targeting• Real-time bidding allows for the advertiser to cherry-
pick a potential customer • Site retargeting is reactive. Targets based on what
someone has done, after visiting your site.• Search retargeting is reactive. Targets based on
search term, without having visited your site.• Predictive targeting responds to an ad based on
shared attributes of “converters”• Predicts interests and future behavior
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Action Item: Research Predictive Advertising
Text
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Prediction #6: Content marketing goes to the apps
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On average, 30% of B2B marketing
budget allocated to content marketing
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58% of B2B marketers plan to
increase their content budget in 2014
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42% of B2B marketers believe they are effective
at content marketing
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the problem?
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Content overload
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the solution: Youtility turns static content into something useful for the visitor
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Smart Insights’‘health check’ tool gives advice & content recommendations based on your answers
App-like experiences allow content to be easily digested
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ion’s ‘Score Your Landing Page’ marketing app provides
recommendations for improving individual landing pages
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ion’s ‘Post-click Assessment’ gives guidance on building a successful
post-click program
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Action Items:• Read Landing Pages for Content Marketing Idea Book• Read the Marketing Apps Idea Book• Use agile approach to turn one piece of written content into
an interactive piece of content
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Prediction #7: Wearable tech goes mainstream
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The wearable tech space is incredibly dynamic and crosses many industries
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Global Wearable Technology Market Will Reach USD 5.8 Billion in 2018
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Wearable devices furthers increase the importance
of responsive design for brands, designers, and content creators.
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Action Items:• Go responsive — now!• Embrace wearable technology and the customer-centric
thinking it promotes• Soon, data from “lifestyle tracking” will allow us to provide a
more personal marketing experience
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Prediction #8: Growth hacking
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Growth Hacking• Startup advisor & marketer Sean Ellis coined the term “growth
hacker” in 2010• Technique which uses creativity, analytical thinking & social
metrics to sell products & gain exposure• Focuses on low-cost & innovative alternatives to traditional
marketing (in addition to mainstream ones: SEO, LPO, etc.)• Early example of "growth hacking”... Hotmail's ‘PS: I love you.
Get your free e-mail at Hotmail’
Courtesy of Mattan Griffel - Growth Hacking Lean Marketing for StartUps
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“Growth hacking is about looking out for and catching the next major marketing wave before others have grokked it.”
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A growth hacker is a person who’s true north is growth. -Sean Ellis
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Action Items: Research Growth Hacking
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Prediction #9:Omni-channel
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demands real choice when selecting & purchasing goods
The Omni-channel Customer
empowered
informed
always connected
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“An omni-channel experience incorporates many technologies and touchpoints to create a shopping experience that is as informative, effortless, and even sharable as possible.”
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Mobile appQR barcodesGeo-location (‘Find a Store’ mobile feature)
Free shipping & free returnsMobile app
Personal stylistsWish List
Recommendation engineRewards/point system
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Retail’s changing landscape – omni-channel customer experience
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr
2006 2007 2008 2009 2010 2011
Quarterly growth rate of Nordstrom and Macy’s vs. Department store sector
Difference in quarterly growth rate Nordstrom 10% 15% 17% 12% 7% 7% - 1% - 1% 1% 9% 11% 16% 22% 17% 15% 15% 9% 9%
Macy’s n/a 8% -2% 2% 0% 2% -2% 2% 1% 3% 2% 5% 4% 3% 6% 8% 9% 10% 4% 3%
Nordstrom
Qua
rter
ly R
even
ue G
row
th (Y
oY)
Nordstrom launched omni-channel initiative
Macy’s
Macy’s launched omni-channel initiative
Investment In Omni-channel Customer Services Can Reap Big Rewards....
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Action Items: Consider “Thinking Small”• Gather & consolidate data in order to build a starter set of
customer profiles• Look for patterns across target segments. Start small...“think
globally, act locally.”• Test early and often. If you can’t measure it..don’t do it.• Think “small” when it comes to the promise of delivering omni-
channel commerce — target local campaigns & data• Remember: simple, smart, responsive and social
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Sophisticated digital experiencesYoutility
Location-based marketing Predictive & native advertising
Interactive, conversion-focused content marketingWearable technology
Growth hackingOmni-channel retailing & customer service
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Thank you!@ioninteractiveinfo@ioninteractive.com
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