Download - Five Global Marketing Megatrends
Five Global Marketing “Megatrends”Frank Days
Global Trade DayMay 25, 2016
The World Has Changed
Small Number of Options
Shifting Technology Landscape
As a B2B Marketer
What are today’s “megatrends”?
1. Mobile and social rule (duh)
Mobile and social are everywhere
Mobile todayNine out of 10 (92%) of U.S. consumers have mobile devices
-BIA/Kelsey, 2106
Americans spent $838 million online via mobile devices on Cyber Monday 2015, up 53% year over year.
-comScore
Total activity on smartphones and tablets accounts for over 60% of internet usage.
-comScore
Design for mobile
Conversation is beyond your control
Moving faster with less control…
2. Content is driving marketing
Great content fragmentation
Much is on demand
B2B Buyers60%+ of buyers process happens before sales gets involved
- Corporate Executive Board 2011
Building around content
19
Case Studies
AWARENESS CONSIDERATION DECISION
Awareness Building
Interested in Product
Researching Vendors
Evaluating Solutions
ExternalValidation
Negotiation & Purchase
Training & Implementation
Buyers Guides
In-h
ouse
Out
side
Med
ia Webinars
Ebooks/White
Papers
Guest Blog Posts
Blog Posts
Press Releases & Coverage
Bylined Articles
Vendor Lists
Info-graphics
Demos / Download
Short StackNewsletter Emails: Nurturing
ROI Model / Calculator
Testi-monials
Explainer Video
Info-graphics Analyst
Reports
White Papers
Solution Brief
Downloads
Analyst ReportsEbook
Key
Existing Asset
High Priority New
Med Priority New
Low Priority New
DatasheetsDatasheetDatasheets
Nurturing Emails
KnowledgeBase
Surrendering control to user generated
Social or Advertising?
3. Better omni-channel experiences
Omni-channel experience
• More touchpoints• Expect consistency • Across all channels
Source: www.linkedin.com
Used to be….
vs.
You Your competition
Now it is…
vs.
You World class experiences
4. Cheap plentiful computing power
Big data is real and now….
Source: www.channelweb.co.uk
Cloud computing = Infinite, low cost compute
Deeper location-based targeting
2 secondsLF/SF DRTV SpotVideo
Banner
Banner
Real-time retargeting
C1
C1 Topic
New connections between products
5. Changing management models
Marketing is a technology biz now
Demos & Videos
Downloads
My marketing machine…
Site Traffic
‘Actions’ on Site
Leads
Search Engines SEO & PPCContent
PR & Partners
Automation CRM Sales
ProspectEmail
Looks more like tech development
The marketing plan is doesn’t work…
Agile marketing is a high-communication, low documentation, rapid iteration process designed to
provide more frequent, more relevant and highly measurable marketing programs
- IDC, Agile Principles and Practices, 2010
Adapted from software developmentHighlights:- Embraces uncertainty- Transparent- Adaptive- Empowering- Customer-centric
Wrike: State of Agile Marketing in 2016
Wrike: State of Agile Marketing in 2016
Wrike: State of Agile Marketing in 2016
More about Agile Marketing
• Agile marketing case studies• With leading brands• Find on iTunes
Five Megatrends1. Mobile and social rule2. Content is driving marketing3. Better omnichannel experiences4. Cheap, plentiful computing power5. Changing management models
SpeakerFrank DaysTech Marketing CMOAgile Marketing PioneerHost Marketing Agility podcastwww.agilemarketingblog.com