Future trends in Digital Marketing

Barry HolderOctober 2016

August 6th, 1991

The past, the present….

First website goes live!

1994

First PPC ads launch on…

2000

First banner ad on?Hotwired

1998

Google launches PPC Auction model.First AdWords customer?

Goto.com

2005

This happened

2006

Facebook launches ads.First ad?

2010

Microsoft & Yahoo launch…

2007

First iPhone says hello…

(But It’s Not Google)

2016

Value of programmatic ads tops $2bn for the first time

2012

Ad spend on digital to overtake TV in US with $72bn and growing…

Facebook buys WhatsApp for $19bn. Zuckerberg thinks it can go from 450m user to 1bn ‘a few years’

2014

It takes less than 2 and there are currently 42bn WhatsApp messages per day

THE RISE OF THE MACHINES

Facial recognition18 kphCattle prod!!

The Anbot – Shanghai Airport

Source: The Shanghaiist

• What is a bot?• Software applications that run automated tasks• Why are they a big deal?• The idea of a bot is to speed up and automate day to day

tasks by finding, storing and serving up useful bits of information

• Why are they a big deal now? • At the recent Developer conference, Facebook announced

they were letting chatbots into Facebook Messenger• What does that mean for marketing?• It means we have another way to interact with customer of

a brand.. And customers will expect to interact…

Rise of AI in marketing

Louise Delage0-16,000 followersFollowing 3,100 influencers via Bot50,000 likes Raising awareness of alcoholism in the young

The AI wants to talk to you

1. SEO needs to change to adapt content for voice activated intelligent search– Invest in informative content – video, personalized &

social content2. Huge amounts of data.

– IPAs will connect to multiple devices in the household and share data

– That data will tell us a LOT about our customers.3. Systems will start to anticipate customer behavior

– Just in time marketing will come of age

What will this mean in the future?

INNOVATE, INNOVATE, INNOVATE

• The brands that we will market in the future won’t just sell products or services, but interconnected experiences

• Expectations of customers grow continuously and brands that aren’t at the front will fade away

• This is happening now though, and will only increase in the future

Brands will continue to innovate

Fitness brands connecting with use

Ferrari IPO - $11bn (150x annual profits)

Ferrari cars sold – 1,699Ferrari Profit - $70m

THE ALL NEW CUSTOMER SERVICE

Awareness Consideration Purchase Service Loyalty

How customer journeys used to be

TVRadio

OutdoorPrint

Cinema

Word of mouth

Browse in store

Buy in store

Return items to store

Buy further items from

store

Todays customer journeys

Awareness Consideration Purchase Service Loyalty

Physical touchpoints

Digital touchpoints

PR

RadioTVPrintOutdoor

Word of mouth

Online adsViral email

Digital OOHSearch

Landing pageBlog

Review siteWebsite

Mobile app

Chat

IVR Invoice promotion

Blog

EmailNewsletter

Store

Call centreDirect mail

Customers increasingly script their own journey

• We need to be on our A game all the time to service them on their terms

• The customers dictate the terms of engagement, they expect us (or our Bot) to be there 24/7/365

• They know how to kick up a stink or lavish us with praise

• Online has created markets in every vertical– When did a client last say “We don’t operate in a

competitive market place”

What does that mean for us?

MILLENIALS

What is a millennial?

• You have grown up as digital natives• Your smart phone is welded to your hand• You’ll use it to tap into AI to get to your favorite

brands• These brands will have to work harder to

engage with you• And when they do, you’ll be in control of the

journey

• So we really need to think hard about how to market to you….

And why are you so important

Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.Source Brian Solis’ Future of Business, 2013

Only 1% of Millennials said that a compelling advertisement would make them trust a brand moreSource: Elite Daily

Treat Yo SelfWhile millennials save an impressive amount each month they still enjoy the finer things in life.Source: Experian

Amount spent by millennial shoppers in the US in 2015 - $600bn. Forecast amount spent by millennial shoppers in the US in 2020 - $1.3tnSource: Accenture

Millennials involved in making 73% of B2B purchasing decisionsSource: Sacunas

Source: IBM

How millennials currently interact with Vendors and how they would prefer to in the future

• Rise of AI in marketing – Bots, just-in-time marketing, use of Siri/Cortana

• Brands continue to innovate– Pressure from consumers will heap pressure on

brands to raise their game, need to find new ways to create value

• Optimised customer journeys– Consumers will discover, engage and embrace a

brand on their terms – we need to optimise throughout this journey

• Millennials spending power and influence grows

Ok, so what’s the take out?

THANK YOU