ODERNIZATIONTHE ONLY CONSTANT IN DIGITAL MARKETING IS CHANGE

DIGITAL MARKETING REALITIES

SPEED OF

INNOVATION IS

ACCELERATING

DIGITAL

MARKETING =

NEW SKILLS &

APPROACHES

THE ART

AND

SCIENCE

OF DATA EFFICIENCY

AND

MEASURABILITY

REQUIRED COMPLEXITY

IS THE NEW

NORMAL

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 3

“THE DIGITAL REVOLUTION HAS FOREVER

CHANGED THE BALANCE OF POWER…”Sheryl Pattek, Forester Analyst

“…EVERYTHING AND EVERYBODY NOW

IS MEDIA”Jay Baer

“CONTENT MARKETING IS THE ONLY

MARKETING LEFT”Seth Godin

“…WE ARE DROWNING IN

AN OCEAN OF DATA AND

THE FUTURE OF

MARKETING BELONGS

TO THOSE WHO CAN

HARNESS IT, ORGANISE

IT, UNDERSTAND IT AND

MOST IMPORTANTLY

EXPLAIN WHAT IT

MEANS.”

MARKET CHANGERS

Bonar Bulger, Digital Viking

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 44

TODAY’S TECH MARKETERSCIENTISTS – OR - STORYTELLERS

TECH MARKETERS

SAY THIS IS WHAT

THE SUCCESSFUL

MARKETER LOOKS LIKE

55.7%

St

STORYTELLER

3844.3%

Sc

SCIENTIST

21

44.3% 55.7%

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 5

STATE OF DIGITAL MARKETING

25%

Marketing dollars

spent on digital

marketing – already

a top area of

investment

2014

33%

Total surveyed will

increase marketing

dollars spent on

digital marketing

significantly

30%+ YOY increase

2015

Source: Gartner 2014 CEO Survey; Presentation for CMO Survey 2015: Eye on the Buyer

42%

Over HALF will

increase marketing

dollars spent on

digital marketing

dramatically

68%+ YOY increase

2015

“...digital marketing…the No. 1-ranked CEO priority for technology-enabled business capability for investment during the next five years…"

Yvonne GenoveseManaging VP, Gartner

…will shift marketing investments from traditional marketing to digital marketing in 2015 globally

Source: State of Marketing 2015, Salesforce.com

38%

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 6

And…77% of B2B marketers indicate that they will increase content production over the next 12 months

Source: B2B Content Marketing Report, 2014

THE ROLE OF CONTENT MARKETING

77%

77% of CMOs believe that custom content is the future of marketingSource: www.blog.hubspot.com/marketing/effectiveness-infographics

“Content is the atomic particle of all digital marketing. Everything. There’s no owned media without content. There’s no social media without content. And there’s no paid media without content. . . Pushing back even earlier, when you search, you’re searching for content. Even email marketing, once the darling of the digital arsenal, now relegated to wallpaper status (but still critically important), is a container for…you guessed it: content.”

Rebecca LiebAltimeter Group

77%

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 7

86%

Drives 86% higher

website conversion

rates than text

content

Visual

Content

Source: Eyeview

74%

Of marketers state

that video is the

most effective form

of content

Video

Source: 2015 State of Digital Marketing, Web Marketing

123

75%

Of users visit the

marketers website

after viewing a

video

Video

Source: Digital Sherpa

33%

Of all online

activity is spent

watching video

Video

Source: Digital Sherpa

30X

Infographics are 30

times more likely

to get read vs. a

text article

Visual

Content

Source: www.blog.hubspot.com/marketing/effectiveness-infographics

12%

Brands that use

infographics grow

site traffic 12%

faster with

infographics

Visual

Content

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 8

NATIVE MEDIA

SOCIAL MEDIA

ACCOUNT BASED

MARKETING

Plan to boost Social Media marketing investments globally in 2015; the top area of global investment in 2015

Source: State of Marketing 2015, Salesforce.com

70%

Social Media is core to their business

Source: State of Marketing 2015, Salesforce.com

66%

Currently planned to be a $10.7B market in 2015 and projected to hit $21B by 2018… nearly 2x growth!

Source: BI Intelligence, Business Insider

$21B

Plan to increase native advertising budgets in 2015 (US)

Source: Association of National Advertisers

66%

Of B2B companies are utilizing an account-based marketing and sales strategy

Source: Lean Data Survey, 2014

86%

See increase in marketing effectiveness

Source: The Direct Marketing Association76%

Mirrors the form and function of the user experience across screens

Community, brand recognition, influence amplified – let others speak for you…

Personalization, precision acquisition, intelligence and greater impact…

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 9

NATIVE MEDIAMirrors the form and function of the user experience across screens…

SOCIAL MEDIACommunity, brand recognition, influence amplified – let others speak for you…

ACCOUNT BASED

MARKETINGPersonalization, precision acquisition, intelligence and greater impact…

SCALENetwork and programmatic

approach to driving contextual scale of client-branded native

content across high- value content destinations.

AGILITYAdvanced analytics and data driving

strategies and intelligence – leading to more efficiency and effectiveness in

driving demand, advocacy and engagement

PRECISIONData driven intelligence enables

hyper-targeting, personalization, profiling and deeper buying/buyer

intelligence resulting in greater effectiveness and efficiency

FUTURE OF DATA DRIVEN MARKETING:

OPTIMIZING PERFORMANCE – HOW WE SEE THINGS

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 10

FUTURE OF DATA DRIVEN MARKETING:

NATIVE @ SCALE

• Contextual Native Web: Horizontal vs. vertical approach drives scale – a network approach to native

• Native Scale: Increase in inventory will enable deeper data targeting (native programmatic)

• Native Content: Data from publisher sites must be incorporated into native content strategies

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 11

FUTURE OF DATA DRIVEN MARKETING:

DATA ENABLED AGILITY

• Data driven content and responsiveness

• Content authenticity, humanized, visual, responsive/fluid

• Right time, right place, right message

• Data-driven demand creation

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 12

FUTURE OF DATA DRIVEN MARKETING:

ABM: DATA OPTIMIZING THE OPPORTUNITY LIFECYCLE

IDENTIFY AND TARGET

DATA SOURCES• Account IP Targeting Data Pools: D&B,

Neustar, Digital Elements, MaxMind• Account Profiling Data: Dunn &

Bradstreet• Account Activity/Behavioral Data:

VisitorTrack, Hubspot, BoomTrain, publisher site data

• User Intent Data: Eloqua• Verification Data: BANT TM

STRATEGY and TACTICS

ENGAGEMENT• Content Personalization: Quality

content creation • Optimizing Distribution/

Re-Targeting/Nurturing: Defining customized algorithms

• Personalized Content/Media Delivery: Digital Elements, BoomTrain

MEASURE AND APPLY

INTELLIGENCE• Applied Data: Account Analytics

and Reporting• Prioritization: Account/User Scoring

(Predictive Analytics)• Data Systems Integration: Sales

Force Automation/CRM and Marketing Automation Data Integration (SFDC, Eloqua, etc.)

IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 13

• Content underpins everything in marketing• Quality vs. quantity is key (quantity will not be the challenge)• Data enables responsive vs. pre-determined content creation• Data drives insights beyond what you know (beyond your own

brand data)• Speed and agility in a hyper-speed world – real time data drives

more effective content• Data driven AND data distributed

FUTURE OF DATA DRIVEN MARKETING:

TURNING THE CONTENT MODEL UPSIDE DOWN

A recently leaked New York Times report showed how BuzzFeed do better in getting their content shared because they continually monitor and adjust their copy based on data feedback about what is working. The old New York Times approach of publishing and thinking that is where the work ends is dead.

INTERNATIONAL PANEL DISCUSSION:

Data Driven Digital

Marketing Perspectives

and Best Practices