2014 Online Marketing Trends

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1 Digital Marketing 2014 Where should you focus? 7 th April 2014 Dr Dave Chaffey SmartInsights.com Download: http://bit.ly/smarttrends

Transcript of 2014 Online Marketing Trends

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Digital Marketing 2014

Where should you focus?

7th April 2014

Dr Dave ChaffeySmartInsights.com

Download:http://bit.ly/smarttrends

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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 in over 50 countries using our planning guides, templates and online courses to improve results.

• Insights Director @ search conversion agency ClickThrough Marketing

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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

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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

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Trend 1: Defining Future vision of “Modern” or Integrated Marketing

PLAN

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1. Digital marketing is Marketing 2. You need a strategy 3. Measurement and optimisation

to 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 2013 PLAN

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Example of Ishikawa or Fishbone diagram

Growth Hacking post

PLAN

Trend 2: Managing performance drivers through growth hacking

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Trend 3: CXM: Investment in Marketing Personas and touchpoint mapping

Source:Richard Sedley

http://bit.ly/smartpersonas

PLAN

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What is Customer Experience Management?

Source: As defined by Forrester in 2011

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Technique: Personas & Customer journey mapping

Source: Boston Consulting Group

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Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren

Customer persona toolkit: http://bit.ly/smartpersonas

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Do you have a personor team RESPONSIBLE

FOR CXM?

Vote!

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Trend 4: Investment in Brand OVP/YouTility

Audience use of digital and

social media > Personas

Commercial goals >

Customer engagement

> OVP> Marketing Mix

BrandedContent

Marketing Strategy

IntegratedMarketing

CommunicationsStrategy

IntegratedDigital platform

tactics and tools

OVP = Online Value Proposition= Brand Adding Value to Audience Help me do my job / live my life

Help me develop / learn Help Make me look good

Help Entertain Me! Help me Select and Use Products

http://bit.ly/smartovp

PLAN

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Improving Reach

Key Trends Increased micro-targeting options Mobile targeting Engagement through Visual Apps Quality SEO signals

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What’s most effective for Acquisition?

Source: Smart Insights DMA Research

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Selecting the best communications mix

REACH

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Q. Which media work best for you?

REACH

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REACH

Trend 5: Increased in paid, owned, earned media targetingEffectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail AdWords

PLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

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Trend 6: Use of attribution to assess media effectiveness

Recommendation:

Use Google’s MultichannelFunnels and

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 + contentSource: http://bit.ly/smartstatistics

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Jeff Bezos on Shiny Objects

"There are always shiny things.

A company shouldn’t get addicted to being shiny, because shiny doesn’t

last. You really want something

that’s much deeper-keeled. You want your

customers to value your service.

Wired Interview

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SEO Trends? 1. Content – requires 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 and

compatibility matter 10. SEO is less tactics,

more strategy

Source: Search Engine Journal, MoZ ranking factors

Trend 9. SEO Signals = Content, author and outreach quality

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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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The Content marketing / engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

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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 2 May 2023 Confidential http://bit.ly/smartercontent

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http://bit.ly/smarthealthcheck Trend 11. Interactive content marketing

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Trend 12. Investment in Outreach and Partnershiphttp://bit.ly/smartoutreach

http://traackr.com/faces-of-influence/

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Trend 13. More immersive landing pages

ACT

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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

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International CRO at ASOS.com

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Trend 15: Mobile CRO

Recommendation: Review leads, sales from different device, resolution Advanced Segments

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The challenge of Mobile CRO

Store Website msite Apps0%20%40%60%80%

100%120%

Browse vs. purchase channels

BrowsePurchase

88% Debenhams customers use mobile to browse vs. 12% purchase

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Vision on Left… In place 2014:

Universal Analytics giving: Data import – Measurement Protocol Cross-device tracking

Advanced Segments Updates e.g. cohorts

Improvements to custom report dashboards

Attribution modeling now mainstream

Trend 16: Deeper use of analytics

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Source: Occam’s Razor Avinash Kaushik

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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 mainstreamhttp://bit.ly/smartfeedback

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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 2013Feb 2012-June 2013

Collected from 250 million email opens

Litmus

% Email Opens across desktop and mobile

Litmus blog

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Trend 20: Behavioural email gets serious!

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Trend 21: Email testing increases in sophistication Source: Philips presenting on PlantoEngage.com

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Using event-triggered emails – Marketing Automation / Re-marketing example

1. Generic branded follow-up email : +10% conversion rate.

2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail

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Trend 21: Leaders blend responsive design + content + relevance

Source: Econsultancy

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Trend 22: Wearable tech and lifelogging

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Let’s Connect! Questions & discussion welcome

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