top digital marketing trends for 2015: love ‘em or leave ‘em?

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@ethology @jaybaer @MikeCorak #DigitalLove15


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Deanna Zammit

Director, Digiday Content

Studio| Digiday

Mike Corak,

Been to New York like 20 times

Executive Vice President,

Strategy | ethology

Jay Baer,

New York Times Best-

Selling Author & President |

Convince & Convert

Today’s Speakers


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And if you didn’t hear…


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Agenda

Trend-O-Mania

Love ‘em or Leave ‘em

Digital Love: Top 8 Trends For 2015

Thanks!


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Trend-O-Mania


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Most Popular Themes

Mobile

Social Evolution

More Effective Content Marketing

Internet of Things

Big Data

Programmatic

Cross-channel & Omni-channel Integration

User Centered Everything

SEO is (Not) Dead

Strategic Planning

Marketing Automation

Internet of Things


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Mobile

Big Data

Strategic Planning


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Mobile

Mobile is not a trend, it’s the norm. Deficiencies require catch-up (fast).

“By 2015

mobile will

represent

70% of the

total US

search

audience”

emarketer


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Strategic Planning

What were you doing before if you weren’t planning?


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These Are Important But…

Internet of Things

Programmatic Buying

Marketing Automation


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Themes That Deserve Your Attention

Social Evolution

More Effective Content Marketing

User Centered Everything

Cross-channel & Omni-channel Integration

SEO is (Not) Dead


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Top 8 Digital Trends We Love for 2015


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1. Customer Experience is the Next

Big Thing


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•Accenture 2013 Global Consumer Pulse Survey: “85% of customers are frustrated by dealing with

a company that does not make it easy to do business with them. 58% are frustrated with

inconsistent experiences from channel to channel.”

•CMO Council and SAP 2014 – Mastering Adaptive Customer Engagements (Responsive):

“Marketers believe that customer centricity – and the customer’s belief that they are engaged with

a customer-centric organization – is critical not just to the business, but also to the individual

marketer’s success”

•Gartner 2014 – Gartner Survey: “89% of companies surveyed plan to compete primarily on the

basis of the customer experience by 2016, 65% of companies have the equivalent of a chief

customer officer – they report equally to the CMO and CEO.”

•Gartner 2014 – Spend Survey: “#1 innovation project for 2015 is customer experience”

•Gartner 2014 – CMO Club Survey: “CMOs say leading customer experience cross-functionally at

all touch points is the top investment over the next 2 years.”

•IBM 2013 – Customer-activated Enterprise: “39% of outperformers have developed a fully-

integrated digital-physical customer strategy.”

•McKinsey 2014 – Digital Tipping Point: “Of the six digital trends we asked about, executives

expect the largest share of their digital growth in the coming years will be from digital customer

engagement.

•Oracle 2013 – Global Insights: “93% say that improving customer experience is one of the top

three priorities for the next two years. 97% state customer experience is critical to future success.”


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Content Strategy

+

User Design


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Omni/Cross Channel Programs Are Expected,

But Where Do You Start?

Content Marketing: Creative, Search, Social, Media, Analytics

Modern SEO: Technical SEO, Content Strategy, UX, Creative, Social, Local

Retention: CRM, Email, Social, and Offline

Cross-Channel Media

Multi-Channel Analytics (Attribution)

Coordinated Online and Offline


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2. Content Quality Over Quantity


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Brands Have a Content Problem ...


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… And It’s Only Getting Worse


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Where most companies are at: Piles

of non-performing content.

What do they do? Create more.

Why?


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“If dogs don’t like your dog food, the

packaging doesn’t matter.”

- Killing Giants by Stephen Denny


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Before you create one more piece of

content, you need to deal your ROT

content.


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Redundant: Duplicate content, over wordy,

too many clicks and/or steps.

Outdated: Expired offers, out-of-date content

and materials, broken links/images.

Trivial: Not relevant for the brand, no value

for the visitor, missing content or context


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Redundant

2013 2015


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Outdated


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Trivial


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3. Cooperative Content Takes

Center Stage


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“Advertising from companies is

trusted 47% of the time.”

- Nielsen


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“Friends and family are trusted

92% of the time”

- Nielsen


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“Company experts are trusted

66% of the time.”

- Edelman


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“50% of B2B marketers struggle

to create content consistently”

- Content Marketing Institute


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“44% of B2C marketers struggle

to create content consistently”

- Content Marketing Institute


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Cooperative Content = Topical plan +

User generated content (UGC) +

Employee generated content (EGC)


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For EGC remember: it’s about

the knowledge, not the format


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4. Video Becomes De-facto


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Video consumption is continuing

to skyrocket, powered by

smartphones and always-on LTE

and “all you can eat” data plans.


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“52% of senior business

executives watch work-related

YouTube videos at least weekly.”

- Forbes


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“Video on Facebook grew by

more than 50% from May-July,

2014.”

- Facebook


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“More than one billion videos are

watched on Facebook each day.”

- Facebook


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Instagram is the fastest-growing

“major” social network, and may

have more users than Twitter.


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Twitter is rolling out 30-second

video right now, to grab a piece

of the video content pie.


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Johnny Don’t Read.

Find a way to tell your story with video.


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5. Paid Social Becomes as

Important as Organic Social


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Free Lunch is Over.

Most social platforms are public companies,

meaning they are legally responsible for their

success, not yours.


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History Will Repeat Itself.

Organic reach on Pinterest and Instagram will

be eroded too, because Facebook has

proven it will work.


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6. Owned Social Comes Roaring

Back


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“The difference between an audience and a

community is the direction the chairs are facing.”

- Chris Brogan


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7. Search Teams Up


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SEO Philosophy: Search in its Simplest Form

Research

Measuring

Performance

Tactical

Execution


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SEO Philosophy: Search was…

Keyword Research Keyword Usage

Page elements:

Titles, headings, meta,

body copy, links including

anchor

Keyword Rankings

*Keyword data via

analytics

Research

Measuring

Performance

Tactical

Execution


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SEO Philosophy: Search is…

• Biz objectives

• Social listening

• User personas

• Analytic insights

• Keyword research by THEME

• All of which feeds content

strategy

• Search

• Content planning

• Site hierarchy

• Social posting

• Display messaging

• Email messaging

• Local messaging

• PPC AdGroups

• Content focused media (Native)

• Standard KPIs

(real world)

• Thematic performance

(segmentation, attribution)

Research

Measuring

Performance

Tactical

Execution


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Modern SEO

Ingredients:

• 1 Part technical consultation

• 1 Part thematic prioritization

• 1 Part content strategy

• 1 Part user experience

• An overpowering amount of

integration & coordinated execution

across channels


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8. Local Gets it Right


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Digital Market Share

For most local searches, 3-7

Google My Business results

appear in the SERP plus Yelp, YP

& others in Natural Organic


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Yet This Is What We Still See


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Essential Listings

Aggregators

Secondary ListingsSocial Integration

Local

Search

Platforms

Syndication

Tactical

Integration

Owned

Paid Search Integration

Location Page / SEO Integration


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Top 8 Digital Trends We Love for 2015

1. Customer Experience is the Next Big Thing

2. Content Quality Over Quantity

3. Cooperative Content Takes Center Stage

4. Video Becomes De-facto

5. Paid Social Becomes as Important as Organic Social

6. Owned Social Comes Roaring Back

7. Search Teams Up

8. Local Gets it Right


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Questions?


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Thank You!


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About ethology and Convince & ConvertDigiday is a media company and community for digital media,

marketing and advertising professionals. We focus on quality, not

quantity, and honesty instead of spin. We cover the industry with

an expertise, depth and tone you won’t find anywhere else. The

Digiday team strives to produce the highest quality publications,

conferences, and resources for our industry.

www.digiday.com

ethology is an integrated full-service digital marketing agency for

evolving consumer brands. The agency offers consumer research,

strategy, planning, search, display and social media, email, content

and web development, creative and analytic services.

www.ethology.com

Convince & Convert Media produces an array of blogs, podcasts,

books, and events and is one of America’s most-trusted sources of

information and advice on digital marketing trends and tactics.

They provide high-impact counsel to many of the world’s largest

brands, and specializes in strategic planning for digital, content

marketing, and social media.

www.convinceandconvert.com

http://www.digiday.com

www.ethology.com

www.convinceandconvert.com


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Noteworthy Sources

http://www.clickz.com/clickz/column/2390743/the-5-trends-that-really-matter-for-marketers-

in-2015

http://www.freshconsulting.com/top-uiux-trends-2015/

http://www.toprankblog.com/2014/05/digital-marketing-2015/

http://www.emarketer.com/Webinar/Key-Digital-Trends15-Things-Know-2015/4000098

http://www.slideshare.net/dannysullivan/the-changing-landscape-of-search

http://www.clickz.com/clickz/news/2386939/digital-marketing-trends-to-watch-out-for-in-

2015

http://moz.com/blog/10-predictions-for-the-marketing-world-in-2015

http://www.business2community.com/seo/seo-best-practices-trends-2015-01142021

http://www.clickz.com/clickz/column/2390743/the-5-trends-that-really-matter-for-marketers-in-2015

http://www.freshconsulting.com/top-uiux-trends-2015/

http://www.toprankblog.com/2014/05/digital-marketing-2015/

http://www.emarketer.com/Webinar/Key-Digital-Trends15-Things-Know-2015/4000098

http://www.slideshare.net/dannysullivan/the-changing-landscape-of-search

http://www.clickz.com/clickz/news/2386939/digital-marketing-trends-to-watch-out-for-in-2015

http://moz.com/blog/10-predictions-for-the-marketing-world-in-2015

http://www.business2community.com/seo/seo-best-practices-trends-2015-01142021