Presented at the Smart Insights Digital Impact Conference, September 2014
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Digital Marketing Trends 2015 презентация
Содержание
- 1. Digital Marketing Trends 2015
- 2. What does the future hold for digital marketers?
- 5. Results from 600+ votes in our 2015
- 6. Source: Ogilvy, TNS and Google Path
- 7. Digital Natives − Gen C are now
- 8. How will technology support marketing in 2015? Source: Smart Insights Gartner Hype Cycle review
- 9. ~950 companies
- 10. Marketing Backbone Platforms
- 11. Marketing Backbone Platforms
- 12. #1 Content curation Global content marketing at
- 13. #2: Content recommendation personalisation, retargeting and effectiveness review Example services: Idio Monetate Demandbase
- 14. #3: Content distribution Example services: Hootsuite Sendible Oktopost GaggleAmp
- 15. #4: Integrated SEO, Content and Social media
- 16. #5: API service integration and Hubs Example services: Marketo Act-on Salesforce/Exact Target
- 17. Understanding consumer preferences and behaviours in 2015
- 18. Source: Ogilvy, TNS and Google Path to Purpose July 2014
- 19. Global Q1 2014 Global users from Site
- 20. #6: User Engagement and value optimisation Example
- 21. n Searches % Brand Reach Awareness
- 22. Coming soon – the Smart Insights
- 23. #8: From Conversion Optimization to Experience Optimization
- 24. #9: Digital Channel Sales Optimisation Source: Clavis
- 25. Example services: Google Glass Apple Watch Facebook Rift #10: Wearables, Augmented and Virtual reality
- 26. 81% of large organizations have the equivalent
- 27. 81% of large organizations have the equivalent of a chief marketing technologist
- 29. Thank you All the best for
What
does
the
future
hold
for
digital
marketers?
Слайд 1Digital Marketing Trends 2015
Tools and techniques to grow your business
Dr Dave
Chaffey. SmartInsights.com
Слайд 5Results 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
Слайд 6
Source: Ogilvy, TNS and Google Path to Purpose July 2014
Content
Marketing
Content
Marketing
Content
Marketing
Слайд 7Digital Natives − Gen C are now mainstream
Source: Infomentum: Generation C.
June 2014
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.
https://www.youtube.com/watch?v=-4eZjhzFw8c
Слайд 8How will technology support marketing in 2015?
Source: Smart Insights Gartner Hype
Cycle review
Слайд 12#1 Content curation
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate
Unilever case study
Example services:
Percolate
Curata
Kapost
Слайд 13#2: Content recommendation personalisation, retargeting and effectiveness review
Example services:
Idio
Monetate
Demandbase
Слайд 15#4: Integrated SEO, Content and Social media management?
Example services:
Moz
RavenTools
AnalyticsSEO
Source:
Analytics SEO
Слайд 17Understanding consumer preferences and behaviours in 2015 The continued rise of
the YouTuber
Source: Channel Page video Broker
Слайд 19Global
Q1 2014
Global users from Site catalyst tagged sites
Adobe
Social referral % from
social networks by sector
Adobe Social Intelligence report
From Smart Insights Marketing Statistics compilation Q2 2014
New
A social media backlash in 2015?
Слайд 20#6: User Engagement and value optimisation
Example services:
Kissmetrics
Mixpanel
Ecommera
Engagement analysis:
Individual user: Kissmetrics
Cohort
analysis:
Groups of users: Kissmetrics
Слайд 21
n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Building intelligence into analytics
E.G. RACE dashboard KPIs
Volume
Quality
Value
Слайд 22Coming soon – the Smart Insights
RACE Digital Marketing Dashboard
#7: Actionable
Analytics and intelligence
Example services:
GA Intelligence
Quill Engage
Smart Insights
Source:
SmartInsights.com
Слайд 23#8: From Conversion Optimization to Experience Optimization
Example CRO
testing services:
Unbounce
Optimizely
Visual
Website
Optimizer
Example Experience
Management services:
Adobe Experience
Manager
EPiServer
Sitecore
Source: Boston Consulting Group
Слайд 24#9: Digital Channel Sales Optimisation
Source: Clavis Insight / MIT Ecommerce Value
Framework for Brands – July 2014
Слайд 25Example services:
Google Glass
Apple Watch
Facebook Rift
#10: Wearables, Augmented and Virtual reality
Слайд 2681% of large organizations have the equivalent of a chief marketing
technologist
Source: Gartner - HBR July-August 2014
Слайд 29Thank you
All the best for your journey in 2015!
Source: 7
Steps to Digital Transformation Infographic
