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5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Digital
Marketing
2014
Where should
you focus?
7thApril 2014
Dr Dave Chaffey
SmartInsights.com
Download:
http://bit.ly/smarttrends
http://www.smartinsights.com/http://bit.ly/smarttrendshttp://bit.ly/smarttrendshttp://bit.ly/smarttrendshttp://bit.ly/smarttrendshttp://www.smartinsights.com/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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About Dave ChaffeyAbout Dave Chaffey
Author of 5 bestselling
marketing books
Responsible for CXM at
SmartInsights.com-- a
marketing advice site
with Expert members inover 50 countries using
our planning guides,
templates and online
courses to improve
results.
Insights Director @
search conversion
agency ClickThrough
Marketing
http://www.smartinsights.com/http://www.clickthrough-marketing.com/http://www.clickthrough-marketing.com/http://www.clickthrough-marketing.com/http://www.clickthrough-marketing.com/http://www.smartinsights.com/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Which tactic will give your
business the biggest
commercial benefits in 2014?
1. Content marketing
2. Conversion rate optimisation 3. Mobile marketing
4. Search marketing (SEO and PPC)
5. Social media marketing
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9http://bit.ly/smartgraphics
22 Trends and recommendations structured around RACE Planning
http://bit.ly/smartgraphicshttp://bit.ly/smartgraphicshttp://bit.ly/smartgraphics5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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D d d fi d di it l
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Do you need a defined digital
strategy or plan?
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Strategy: a tale of two airlines
Source: Corporate site pages 2012/2013
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Show your commitment to digital Digital by Default
Digital DNA
Digital First
Digital by Design
A i i f i t
5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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16Dell Analytics case study
A vision for improvement
processes
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 1: Defining Future vision of Modern or Integrated Marketing
PLAN
PLAN
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1. Digital marketing is Marketing
2. You need a strategy
3. Measurement and optimisationto improve commercial results
are the foundation
4. Joined-up customer-centred
marketing is essential
5. Keep communications human
6. Be agile
7. Inbound marketing trumps
outbound marketing
8. Engagement is the real challenge
9. Think Global, Act Local
10. Markets are conversations
1. Strategy
2. Commercial
3. Customer Experience 4. Integration
5. Brand
6. Data
7. Personalisation
8. Technology
9. Content
10. Social
11. Character
2011 2013PLAN
PLAN
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Example of Ishikawa or Fishbone diagramGrowth Hacking post
PLAN
Trend 2: Managing performance drivers through growth hacking
http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-success-mapping/http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/learn-growth-hacking/http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/learn-growth-hacking/http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-success-mapping/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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PLAN
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Trend 3: CXM: Investment in Marketing
Personas and touchpoint mapping
Source:
Richard Sedley
http://bit.ly/smartpersonas
PLAN
http://bit.ly/smartpersonashttp://bit.ly/smartpersonashttp://bit.ly/smartpersonas5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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What is Customer Experience
Management?
Source: As defined by Forrester in 2011
T h i P &
http://blogs.forrester.com/brian_walker/11-08-10-cxm_solutions_visible_on_the_not_so_distant_horizonhttp://blogs.forrester.com/brian_walker/11-08-10-cxm_solutions_visible_on_the_not_so_distant_horizon5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Technique: Personas &
Customer journey mapping
Source: Boston Consulting Group
https://www.bcgperspectives.com/content/articles/retail_digital_economy_omnichannel_opportunity_retailers/https://www.bcgperspectives.com/content/articles/retail_digital_economy_omnichannel_opportunity_retailers/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retailby Richard Sedley and AmandaSquires from Seren
Customer persona toolkit: http://bit.ly/smartpersonas
Vote!
http://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontlinehttp://bit.ly/smartpersonashttp://bit.ly/smartpersonashttp://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontlinehttp://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontlinehttp://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontline5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Do you have a person
or team RESPONSIBLEFOR CXM?
Vote!
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http://www.youtube.com/watch?v=VRYbpfrrxbg
PLAN
http://www.youtube.com/watch?v=VRYbpfrrxbghttp://www.youtube.com/watch?v=VRYbpfrrxbghttp://www.youtube.com/watch?v=VRYbpfrrxbg5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 4: Investment in Brand OVP/YouTility
Audience use ofdigital and socialmedia > Personas
Commercial goals >
Customerengagement
> OVP
> Marketing Mix
BrandedContent Marketing
Strategy
Integrated
MarketingCommunications
Strategy
IntegratedDigital platform
tactics and tools
OVP= Online Value Proposition
= Brand Adding Value to Audience Helpme do my job / live my life
Helpme develop / learn
HelpMake me look good
Help Entertain Me!
Helpme Select and Use Products
http://bit.ly/smartovp
PLAN
http://bit.ly/smartovphttp://bit.ly/smartovphttp://bit.ly/smartovp5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Improving Reach
Key Trends
Increased micro-targeting options
Mobile targeting Engagement through Visual Apps
Quality SEO signals
Wh t t ff ti f
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Whats most effective for
Acquisition?
Source: Smart Insights DMA Research
REACH
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-customer-acquisition-costs-2014/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-customer-acquisition-costs-2014/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Selecting the best communications mix
REACH
REACH
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Q. Which media work best for you?
REACH
REACH
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REACH
Trend 5: Increased in paid, owned, earned media targetingEffectiveness (potential sales volume)
Inv
estment(resource
needed)
SEO
Long Tail
AdWords
Remarketing
custom audiences
AdWordsGeneric
Social
amplification
Media related
PR
InfluencerPR Integrated
content
campaigns
Blog
marketing
SponsoredTweets
FBX
Retargeting
FacebookPromoted Posts
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
TailAdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
REACH
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Trend 6: Use of attribution to assess media effectiveness
Recommendation:
Use Googles
Multichannel
Funnelsand
Attribution Models to
report effective
touchpoints
REACH
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Trend 7. Mobile user online ad investment
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Trend 8. Engagement through visual apps + content
Source: http://bit.ly/smartstatistics
http://bit.ly/smartstatisticshttp://bit.ly/smartstatistics5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Jeff Bezos on
Shiny Objects
"There are always shiny
things.
A company shouldnt get
addicted to being shiny,
because shiny doesnt
last.
You really want something
thats much deeper-keeled. You want your
customers to value your
service.
Wired Interview
http://www.wired.com/magazine/2011/11/ff_bezos/all/1http://www.wired.com/magazine/2011/11/ff_bezos/all/15/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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SEO Trends? 1. Contentrequires depth
and detail Epic/Nuclear
2. Different types of content
give traction
3. Author authority and social
signals matters 4. Links remain critical, but
bar for quality keeps going
up.
5. Diverse anchor text
needed after Penguin
6. Great design matters
7. Guest posting comes
under increased scrutiny
8. Social continues to exert
a powerful influence
9. Mobile performance andcompatibility matter
10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
Trend 9. SEO Signals = Content, author and outreach quality
http://www.searchenginejournal.com/10-seo-industry-trends-a-look-at-whats-ahead-for-seo-in-2013-2014/65157/http://moz.com/article/search-ranking-factorshttp://moz.com/article/search-ranking-factorshttp://moz.com/article/search-ranking-factorshttp://moz.com/article/search-ranking-factorshttp://www.searchenginejournal.com/10-seo-industry-trends-a-look-at-whats-ahead-for-seo-in-2013-2014/65157/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Increasing InterACTion
Key trends
Interactive content marketing
Investment in outreach
Immersive-responsive landing pages
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Growth example: ASOS.com
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Using content to drive growth B2C
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Using content to drive growthB2C
The Content marketing /
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The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
C it i ?
http://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 10. Evaluation of content and
social media marketing investments
Criteria?
Rev/visit
Demand+
lead gen
Amplify
Brand fit
SEO Longevity
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Matrix
Presentation title Author's name 17 July, 2014 Confidential
http://bit.ly/smartercontent
http://bit.ly/smartswothttp://bit.ly/smartswothttp://bit.ly/smartswot5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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http://bit.ly/smarthealthchecTrend 11. Interactive content marketing
http://bit.ly/smarthealthcheckhttp://bit.ly/smarthealthcheckhttp://bit.ly/smarthealthcheck5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 12. Investment in Outreach and Partnershiphttp://bit.ly/smartoutreac
http://traackr.com/faces-of-influence/
ACT
http://bit.ly/smartoutreachhttp://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://bit.ly/smartoutreachhttp://bit.ly/smartoutreach5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 13. More immersive landing pages
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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsphttps://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsphttps://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsphttps://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Increasing Conversion
Key trends
Evolutionary site design / growth hacking
Mobile CRO Improvements to Universal Analytics
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Trend 14: Evolutionary site design
Source: Chris Goward - WiderFunnel
International CRO at ASOS com
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International CRO at ASOS.com
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Bps = basis points 1/100thof a %
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Trend 15: Mobile CRO
Recommendation: Review leads, sales from different device, resolution Advanced Segments
Browse vs. purchase
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The challenge of Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchasechannels
Browse
Purchase
88% Debenhams customers use mobile to browse vs. 12% purchase
Vision on Left
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Vision on Left
In place 2014:
Universal Analytics giving:
Data importMeasurement Protocol Cross-device tracking
Advanced Segments
Updates e.g. cohorts
Improvements to customreport dashboards
Attribution modeling now
mainstream
Trend 16: Deeper use of analytics
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Source: Occams Razor Avinash Kaushik
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Improving Engagement
Key trends
Customer satisfaction and feedback
Social media marketing Engaging Email marketing
Wearable computing and lifelogging
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Trend 17: Customer feedback tools mainstream
http://bit.ly/smartfeedback
http://bit.ly/smartfeedbackhttp://bit.ly/smartfeedback5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 18: Integration through Social CRM
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Trend 17: Mobile email popularity
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Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million
email opensLitmus
% Email Opens across desktop and mobile
Litmus blog
https://litmus.com/blog/mobile-opens-hit-44-and-outlook-com-takes-a-divehttps://litmus.com/blog/mobile-opens-hit-44-and-outlook-com-takes-a-dive5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 20: Behavioural email gets serious!
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ReviewCustomer
Lifecycle
Touchpoints
:Halfordscase study
http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 21: Email testing increases in sophistication
Source: Philips presenting on PlantoEngage.com
Using event-triggered emails
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Marketing Automation / Re-marketing example
1. Generic branded follow-upemail :+10% conversion rate.
2. Personalised remarketingemail with a promotional code
for a 5% discount time limitedto 72 hours:+100% conversion rate.
3. Personalised remarketingemail with a promotional code
for a 5% discount time limitedto 48 hours:+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/http://bit.ly/smarteremailhttp://bit.ly/smarteremailhttp://bit.ly/smarteremailhttp://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 21: Leaders blend responsive design + content + relevance
Source: Econsultancy
http://econsultancy.com/uk/blog/63300-why-manchester-city-s-emails-are-premier-league-qualityhttp://econsultancy.com/uk/blog/63300-why-manchester-city-s-emails-are-premier-league-quality5/22/2018 Online Marketing Trends 2014 by Dave Chaffey
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Trend 22: Wearable tech and lifelogging
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Lets Connect!Questions & discussion welcome
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Questions & discussion welcome
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