Emerging Trends in Digital Marketing
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11-Sep-2014 -
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Transcript of Emerging Trends in Digital Marketing
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Emerging Trends in Digital Marketing
David Edmundson-BirdDirector MSc Digital Marketing
CommunicationsMMU Business School
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Emerging Trends in Digital Marketing
• You’re going to expect:
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The Emerging Difference Between Search and Social Media Marketing
• Search is a tactic for when you want to gain engagement from someone who already knows they do a specific thing
• Social media on the other hand is a tactic that can align a brand with an intent that doesn’t currently exist or by peer recommendation of a consumer’s experience of a product, service or brand.
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Digital is only going to get bigger
• Almost all agencies and client-sides are talking about growing spend on digital marketing projects– A bigger slice of a shrinking marketing budget– A budget in its own right that’s getting bigger
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Behaviour drives Investment
• Investment in digital is increasing because customers are changing the way they behave– Digital isn't about fashion it’s about
communicating to consumers in a way that coincides with their new behaviour
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What should you be investing in?
• Clearly– Social networks, social media, social applications
• But also– Digital experiences of the brand• Experiential marketing shifts to a digital focus• Creativity will be key
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The Web Site is still King
• It’s still vitally important to invest and maintain your web sites in terms of content, brand, search
• But it’s becoming almost as important to invest in social media presences– The main web site is where many customers consult
and/or finally transact– The main web site needs to be optimized for mobile
• Integration across channels to point to the site as a final destination
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Unpaid Advertising is Growing
• Consumers experience a brand best from someone else
• The growth in personal referrals• Consumers are increasingly trusting messages
from contacts rather than direct from brands– Valuable but risky– Brand Hijack
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There are going to be more Social Media Marketing Gurus
• Some of them will be douchebags• The skillset will evolve– Key points• Kids who use social media networks as participants are
not social media experts• There needs to be a growth in the development of key
skills in the area
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Old School Analytics is Over
• Controversial but...• Measuring CTR, hits, CPM, traffic may not be
helpful• Measuring engagement might be more useful– Measure brand awareness– Measure the number of leads generated by a
marketing lever• The Growth of “Return on Engagement” and
the demise of ROI
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We need to do our homework into how customers behave
• Market research remains important• But “listening” via networks is vital– Reading blogs (tiny influencers)– Creating blogs where customers can comment– Your most critical customer could be your biggest
fan
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The Jury is Out on....
• Location– Somebody might find a way to make Foursquare
work (if Foursquare can find a way to make money)
• Augmented Reality– Still a bit clunky, requires seamlessness
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The Future of Digital Marketing
• Every year will remain the year of mobile• Something will replace Twitter• Tablets will replace laptops for casual
interaction• Neuroscience will become an important field
in understanding customer behaviour
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Thank You
• David Edmundson-Bird– [email protected]– @groovegenerator– http://uk.linkedin.com/in/davidbird