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 1

 What
does
the
future
hold
for
digital
marketers?

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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 5
 Content
Marketing

Content
Marketing

Content
Marketing

Source: Ogilvy, TNS and Google Path to Purpose July 2014

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Digital Natives − Gen C are now mainstream
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.

Source: Infomentum: Generation C. June 2014

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https://www.youtube.com/watch?v=-4eZjhzFw8c
How will technology support marketing in 2015?

Source: Smart Insights Gartner Hype Cycle review

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~950 companies

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Marketing Backbone Platforms

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Marketing Backbone Platforms

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 Global content marketing
at Unilever:
$10m in savings with
Percolate pilot

Example services:
 Percolate
#1 Content curation  Curata
 Kapost

Source: Percolate Unilever case study 12

 Example services:
 Idio
 Monetate
 Demandbase

#2: Content recommendation

personalisation, retargeting and
effectiveness review
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 Example services:
 Hootsuite
 Sendible
 Oktopost
 GaggleAmp

#3: Content distribution

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 Example services:
 Moz
 RavenTools
 AnalyticsSEO

Source:
Analytics SEO

#4: Integrated SEO, Content and Social media management?

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 Example services:
 Marketo
 Act-on
 Salesforce/Exact Target

#5: API service integration and Hubs

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Understanding consumer preferences and behaviours in
2015

The continued rise of the YouTuber

Source: Channel Page video Broker

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

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 A social media backlash in 2015?

Social referral % from social networks by sector New

Location: Published / Surveyed: Sample: Source:

Global Q1 2014 Global users from Site catalyst Adobe
tagged sites

Original source: Adobe Social Intelligence report

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From Smart Insights Marketing Statistics compilation Q2 2014
 Example services:
 Kissmetrics
 Mixpanel
 Ecommera

Engagement analysis:
Individual user: Kissmetrics

Cohort analysis:
Groups of users: Kissmetrics

#6: User Engagement and value optimisation

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 Building intelligence into analytics
E.G. RACE dashboard KPIs
Volume Quality Value

Reach Unique Bounce Revenue n Searches

Awareness visitors % Brand
rate per visit
and visits

Act %
Goal value Page views/
Interaction nLeads Conversion
per visit visit
and leads to lead

Convert %
Sales Average
Sales and nSales Conversion
value order value
profit to sale

Engage % active % Customer % existing n Brand

Loyalty and customers mentions
conversion sales value
advocacy

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Coming soon – the Smart Insights
Example services:
 GA Intelligence
 Quill Engage
RACE Digital Marketing Dashboard  Smart Insights

Source:
SmartInsights.com

#7: Actionable Analytics and intelligence

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 Example CRO
testing services:
 Unbounce
 Optimizely
 Visual Website
Optimizer

Example Experience
Management services:
 Adobe Experience
Manager
 EPiServer
 Sitecore

#8: From Conversion Optimization to Experience

Optimization
Source: Boston Consulting Group
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#9: Digital Channel Sales Optimisation
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
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 Example services:
 Google Glass
 Apple Watch
 Facebook Rift

#10: Wearables, Augmented and Virtual reality

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81% of large organizations have the equivalent of
a chief marketing technologist

Source: Gartner - HBR July-August 2014

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81% of large organizations have the equivalent of
a chief marketing technologist

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 Thank you
All the best for your journey in 2015!

Source: 7 Steps to Digital Transformation Infographic

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