Digital trends to trend in 2015

DIGITAL TRENDSTO TREND IN

2015

Digital Trends To Trend In 2015

2015 Pulp Strategy | www.pulpstrategy.com

To accompany the four P�s of classical marketing, marketers would do well to

instill the digital four Cs, around conversation, collaboration, culture and

compensation.

� Zaid Al-Zaidy

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Introduction

We have seen content becoming the connective thread for all marketing communication in 2014. In 2015, marketing agencies and business houses will focus on understanding their target audiences and

provide a better return on investment. With 58% marketers planning to increase their digital marketing

budget for the next 12 months, 2015 will surely witness a more mature industry, which will focus on measuring their efforts basis the individual customer.

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Introduction

Digital Marketing has grown from just a buzzword to a marketing mainstay for big and small brands alike. As we enter 2015, content marketing will become an intrinsic part of the marketing strategy for one and all. So here�s what can help you to device a successful digital marketing plan for the year of more

mature marketing.

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63%brands said posting

content on social media has increased marketing

effectiveness

67%marketers embraced the symbiotic relationship

between email and social

74%brands leveraged from

social media to gain insights about consumers

Source: Offerpop | The Anatomy of Content Marketing Infographic | Social Media Examiner | Hubspot | Shutterstock



The year that was�

THE YEARTHAT WAS...

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Twitter and Facebook users are more likely to

recommend a brand they follow

6 out of 10 Brands that post blogs get

more inbound links

97% of Twitter users tend to buy from a brand they

follow

67%





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marketers worldwide agreed that video content

brings in the best ROI

52%of blogs on company sites

get 55% more visitors

55%of customers prefer

knowing about a company via articles than advertising

70%





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The use of infographics has increased from 51% in 2013 to 62% in 2014





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53%Image posts on Facebook gets

more Likes than the average text post





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28% 35%upward trend has been

seen in retweets on posts with video

upward trend has been seen in retweets on posts

with images





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2015 The year in making�

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It�s easier to double your business by doubling your conversion rate than by

doubling your traf�c.

-Jeff Eisenberg

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Business houses from all verticals are making tangible plans to boost their digital marketing efforts, B2B marketers also look forward to increase their digital marketing budget and create more content than last year.

Digital marketing will be more targeted and personal

Source: Digital Intelligence Brie�ng: Digital Trends 2015

Company respondents

Last year�s most exciting opportunity: predicted versus actual

Content marketing

Mobile

Social

Marketing automation

Personalization

Big data

Predicted

Actual

Econsultancy / Adobe Quarterly Digital Intelligence Brie�ng Respondents 2015: 2,543Respondents 2014: 980

Note: The 2014 survey question was �Which one area is the single most exciting opportunity for your organisation in 2014?�The 2015 survey question was �Thinking about 2014, which of the following turned out to be the biggest opportunity?�

0% 5% 1 0% 1 5% 20% 2 5%

Multichannel campaignmanagement

Customer experience

Video

DIGITAL MARKETING WILL BE MORE TARGETED AND PERSONAL

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This year will witness the micro-targeting approach in digital marketing, wherein businesses will connect with customers in a more personal and deeper level. The website personalization approach as used by Ecommerce sites will also be adopted by other industries for personalized distribution of content to the target audience � resulting in more targeted responses and results. Another advantage of publishing personalized content is that it builds trust and credibility that generates customer loyalty, which is bene�cial for your business in the long run.

In a nutshell, digital marketing will see businesses evolving as more mature publishers and marketers.

Major brands have already joined the league of content marketers, with a steady 69% increase in content production and will continue the trend in 2015

Digital marketing will be more targeted and personal

users feel custom content helps them make a purchase decision.

67%

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It is projected that business houses will increase their spending in paid placements on social media, since the non-sponsored and organic content will get less exposure, like the 44 less exposure on Facebook due to new and updated algorithms.

Another aspect of native advertising that brands should consider is native advertising. It is basically using the basic form of the platform to structure advertisements so that they appear more like content than obvious advertisements.

Marketers are expected to spend $4.3 billion on native advertising in 2015.

Paid placements will see an upward trend

PAID PLACEMENTSWILL SEE ANUPWARD TREND

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Paid placements will see an upward trend

O RGA N I C VS. PA I D SO C I A L M E D I A:CO M PA R AT I V E I M PACT O N CO N V E RS I O N R AT ES

SOCIAL ORGANIC SOCIAL PAID

2 .82%

2 . 26%

PAID SOCIAL LEADS TO

25% MORECONVERSIONSTHAN ORGANIC SOCIAL

Purchase intent can also increase up to 53% with native

advertising.

53%

Native advertising generates higher

engagement and offers 82% brand lift increase.

82%

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Many advertisers are yet to be assured that online advertising can have an impact on branding, to positively shift attitudes and perceptions. To convince them, you

need proof.

-Christina Goodman

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Digital marketers seem to be wearing technology as their skin while marketing, and as expected, by 2017 businesses will spend more in this area. Businesses need to improve and upgrade technologies while marketing needs to make the most of the opportunities at hand.

One such technology that every digital marketer must have his hands on, in the times to come is marketing automation tools.

Marketing automation tools will become imperative

of the marketers agree that they need to boost

and upgrade their technologies to compete

on the digital front.

40%Business houses that have already integrated an

automation system in their marketing mix, enjoyed 50 more conversions.

MARKETING AUTOMATIONTOOLS WILL BECOMEIMPERATIVE

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As complete and mature publication channel, brands will focus on giving out more focused and relevant content to the audience. This will further enable them to be prepared for changes in search algorithm that targets and penalizes poor content and gives high preference to quality content. Therefore, business houses will focus more on hiring a great content marketing team that has a balanced mix of professional writers and creative content creators.

Professionally written content will become indispensable

PROFESSIONALLY WRITTEN CONTENTWILL BECOMEINDISPENSABLE

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A good content team will create excellent content for marketing that is optimized for better placements to drive engagement. The team will also ensure the readability of content. This means that the content will have shorter paragraphs, crisper sentences, generous line heights, large fonts, eye-catching visual elements and good fonts.




GOOD CONTENT

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Build it, and the will come� only works in the movies. Social Media is a �built it�,

nurture it, engage them, and them may come & stay.

-Seth Godin

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Video Marketing will be the most important component in times to come. Videos that contain eye-catching thumbnail images encourage more Likes. Also, increasing usage of mobile users and mobile video consumption, mobile video engagement is expected to grow in 2015. Great visuals go a long way to enable people establish trust with your online presence. Using videos to give your users unique, engaging experiences will help you in the long run, to win them over.

Visual storytelling will steal the show

VISUAL STORYTELLING WILLSTEAL THE SHOW

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of mobile and tablet users watch 1 hour of video per day on an average, using

their device.

33%users say they are more likely to seek information

about a product after watching an online video.

46%video viewers watch more

than 3/4th of a video.

64%

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visitors feel more con�dent about their online purchase after

watching a video.

52%of all internet traf�c will be driven towards video by

2017.

74%of marketing professionals worldwide say that video as content brings the best

ROI.

52%

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The average website user

spends 88% more time on a website that contains

video.

88%of marketers are already

using video as online marketing, sales and communication tools.

93%Visitors who watch a

video are 85% more likely to buy a product than

visitors who don�t.

85%

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Infographics cannot be ignored

Infographics are people�s favorite and that�s how it�s going to be in 2015 as well. With so much of content to walk through, people �nd it interesting to read through data that is not only visually attractive, but also gives necessary information in

fewer words. Studies have also shown that 40%

of people will perceive and respond better to a visual message than plain text. Infographics have been popular since these establish the publisher as an expert who has an in-depth understanding of the subject, area or topic.

INFOGRAPHICSCANNOT BEIGNORED

1%Infographic production

increases by 1% everyday

there are approximately over 13 million search results for �Infographic� on Google

13Million

Use of Infographic has increased from

51% in 2013 to 62% in 2014 and the numbers are expected to grow in 2015

It is expected that the marketers who use Infographics will grow traf�c by

12% more as against those who won�t

12%

51%62%

2013 2014

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Generating buzz for your brand around social networks does not

absolutely require bespoke content for people to share with friends, but

it certainly helps.

� Peter Field, UK marketing consultant

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Good Distribution of Content is an �Essential� of Good Marketing

While creating high quality and relevant content is the backbone of all the marketing efforts, success of digital marketing depends highly on the second phase, which is publication and distribution of the content.

Without a strategic distribution plan, the content will go anywhere but your target audience and this will not bring you results that you expect. Hence, digital marketers will focus more on optimizing digital channels to ensure that their precious content reaches their even more precious audiences.

GOOD DISTRIBUTIONOF CONTENT ISAN �ESSENTIAL�OF GOOD MARKETING

Surprisingly, a research indicates that

only 26% of digital marketers actually focus and invest in

distribution of content.

26%

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A heady mix of content marketing and social media marketing

2015 will witness a heady mix of a full-blown content marketing strategy across the booming social media channels. Social media has evolved as an important and effective distribution channel over the years which will make it an integral part of marketing in times to come.

Integrated social media marketing will become a �must� for implementation. Marketers will need to have a smart approach to design and use a power combo of multiple social media platforms to gain maximum out of their investments.

Another trend that the year will witness in social media marketing is the rise of smaller, more personal social media approach, which will target niche groups with speci�c, shared qualities and interests.

A HEADY MIX OFCONTENT MARKETINGAND SOCIAL MEDIAMARKETING

94% marketers agree that social media is an important marketing tool and expect to see more businesses

investing in this medium in 2015.

94%

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Understanding how to behave in social media is

easy: be nice or leave.

� Faris Yakob

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Mobile will be a potent medium for digital marketing

Since the late 1990s we have been hearing the cliché �this year is the year of mobiles� and it delivered the promise in 2014. This year is also the year of smartphones and tablets. The fact that people love to carry their smartphones around all the time to stay connected with the world is an opportunity for brands to register themselves in the minds of consumers � both present and prospective.

MOBILE WILL BE APOTENT MEDIUMFOR DIGITALMARKETING

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2015 will therefore, ride on the wave of �smartphones� turning smarter, which means the medium will become more secure, more contextual, more location-aware, more targeted, more integrated, more connected and more pervasive. People will gradually become mobile �rst and businesses and marketers will follow suit.

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Don�t be surprised if mobile apps are used as content to woo consumers. Lopez Research newsletter reveals that despite the progress of HTML-5, most of the companies still believe that a native app delivers better experience. After the successful evolution of consumer apps, companies will now look forward to provide lightweight apps that perform a speci�c task. Hence, native mobile apps will rule the digital world in 2015.

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eMarketer predicts that the number of mobile phone users will surpass 5 billion

people worldwide by 2017.

According to eMarketer, mobile phone penetration

will rise from 61.1% to

69.4% globally in the next 3 years.

In 2015, most �rms will deliver greater than 60 of their mobile experiences via a native application.




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SlideShare will be the new B2B platform

LinkedIn owned SlideShare will emerge as the key social network for business professionals. This medium will enable them to share bite-sized pieces of content while on the go, in the years to come. SlideShare currently assists in creating, distributing, and consuming presentations, which makes it a great tool for B2B marketers to share content with their target audiences.

Good presentations gets you page views, leads, SEO juice and often long-lasting evergreen content. In 2014, SlideShare added video capabilities for LinkedIn in�uencers. In 2015, SlideShare will extend video to their entire audience, making SlideShare video the �YouTube for business.�

SLIDESHAREWILL BE THE NEW B2B PLATFORM

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We want to know what consumers are looking for, what their values are, and how can we meet their

needs. It�s not just about Big Data; it�s about translating

that into the truth.

-Gayle Fuguitt

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Listening is a catalyst for digital growth

It�s always important to be in the loop in terms what is being talked about your business online. Not paying attention to what is being said can lead to huge damage that will be cost intensive or sometimes even unwanted irreparable changes. Listening to what is being talked about and gauging it helps business houses to understand and manage the sentiments and build their brand�s equity accordingly.

Hence in the year 2015, listening should be an important part of your digital media strategy to take your brand and business to the next level. Monitoring and in�uencing is de�nitely an important element for success in the digital universe.

LISTENINGIS A CATALYSTFOR DIGITALGROWTH

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70% of global consumers indicated that they trust online reviews rather than

advertisements

57% of adult internet users now use search engines to

�nd information about themselves online, as

compared to 47% in 2006.

4 out of 5 people state that they have received advice via social media

regarding what product or service to purchase.




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84% of all marketers agree that building consumer

trust will become marketing�s primary objective in the near

future.

78% of consumers trust peer recommendations,

only 14 trust advertisement while taking

a purchase decision.




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Big data will enable you to make it Big in the digital universe.

Big data has graduated from being just for a few big businesses to being accessible to businesses of all sizes. Since business houses today understand the power of information to create and deliver winning marketing campaigns with real time results, big data is becoming an integral part of marketing.

Equipped with information on consumer behaviors and purchases, the importance of big data will continue to grow and help marketers make better decisions.

BIG DATA WILLENABLE YOU TO MAKE IT BIG INTHE DIGITAL UNIVERSE.

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Retargeting saw a boom in 2014 and this year markets

will �nd new ways to retarget customers based

on their website visits, including items they

viewed without clicking.

Big data will help businesses to analyze

what their customers like and enable them to give a

more personalized experience. Customized

pages and emailers to the customers will help

achieve this.

Advanced analytics will also equip the marketers to be selective with their paid marketing efforts. Since they can analyze

their target demographic and how can they get

maximum bene�ts out of their spends.

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Businesses are using analytics in marketing

through custom variables which helps them capture information about people

visiting their websites.

The �customer pro�le� created with studying analytics will be used increasingly to create buyer personas, which ensure each marketing

effort is forti�ed to serve a speci�c type of

customer.

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�Take a risk and keep testing, because what works today won�t work tomorrow, but

what worked yesterday may work again.�

-Amrita Sahasrabudhe

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Top 7 must haves to nail it successfully in 2015

TOP 7 MUSTHAVES TO NAIL ITSUCCESSFULLYIN 2015

Visuals will Take You a Long Way: The world is turning digital at a fast pace and to engage and win consumers, marketers will have to indulge in vibrant and visual storytelling!

Coding is a Must: Digital marketers in 2015 will have the essential task of integrating web development and content strategy in a cross platform market offering.

Performance Measurement is Imperative: This year the emphasis will be on measuring results to quantify and qualify digital marketing efforts to succeed. Tech savvy and expert analysts will pump up the success rate.

Consumer Experience will Reign Supreme: Consumer satisfaction will be of utmost importance for brands. Focus will be on overall consumer experience for which marketing, advertising and public relations will stand united.

Digital Marketing with a Personal Touch: All the brand messaging needs to have a touch of humor and emotions. It�s time to win a human emotion to win a sale.

Back to Basics: The social media marketing cycle shall re-begin. Get ready to re-evaluate your target audience and �nd out what puts them off and what works the best to re-priortize the communication premise.

Twist in Digital Marketing: It�s not the time where just selling will get you more business. It�s the time to start serving your consumers with value posts, suf�ce their quest by answering their questions and provide more value online.

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Create an impression that lasts!

The future of digital marketing is about connecting with people individually on one-on-one basis with a personal touch. At Pulp Strategy Communications, we believe that the only way to connect with and win real people and their love for your brand is through meaningful conversations. This means you need to understand your target audience and their needs to the core. Your marketing pitch should be equipped with resources to help you identify, analyze, and act on these people and digital trends at every step of the buyer�s journey.

CREATEAN IMPRESSIONTHAT LASTS!

Drop us a line at: [email protected] to improve engagement with meaningful conversations.

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Digital trends to trend in 2015

Marketing

Transcript of Digital trends to trend in 2015