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Digital Marketing Trends 2015

Tools and techniques to grow your business

Dr Dave Chaffey. SmartInsights.com

Presented at the Smart Insights Digital Impact Conference, September 2014

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What

does

the

future

hold

for

digital

marketers?

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4

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Results from 600+ votes in our 2015

trends poll – thanks if you took part!

See post 2015 Digital Marketing trends for discussion of 30 digital marketing tools

6Source: Ogilvy, TNS and Google Path to Purpose July 2014

Content

Marketing

Content

Marketing

Content

Marketing

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Digital Natives − Gen C are now mainstream

Source: Infomentum: Generation C. June 2014

Generation C’s members are ‘digital

natives’ who are always connected,

communicating, computerised,

community-orientated and always

clicking. In general, they are realists

and materialists as well as being

culturally liberal, politically progressive

and upwardly mobile.

They own a plethora of devices

including smartphones, tablets, laptops

and smartTVs which are regularly

updated and replaced. Our research

found that two thirds purchase a new

gadget every year, with nearly 80%

admitting to buying the latest model

even when the old one still works.

https://www.youtube.com/watch?v=-4eZjhzFw8c

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How will technology support marketing in 2015?

Source: Smart Insights Gartner Hype Cycle review

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~950 companies

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Marketing Backbone Platforms

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Marketing Backbone Platforms

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#1 Content curation

Global content marketing

at Unilever:

$10m in savings with

Percolate pilot

Source: Percolate Unilever case study

Example services:

Percolate

Curata

Kapost

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#2: Content recommendation

personalisation, retargeting and

effectiveness review

Example services:

Idio

Monetate

Demandbase

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#3: Content distribution

Example services:

Hootsuite

Sendible

Oktopost

GaggleAmp

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#4: Integrated SEO, Content and Social media management?

Example services:

Moz

RavenTools

AnalyticsSEO

Source:

Analytics SEO

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#5: API service integration and Hubs

Example services:

Marketo

Act-on

Salesforce/Exact Target

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Understanding consumer preferences and behaviours in

2015

The continued rise of the YouTuber

Source: Channel Page video Broker

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

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Location: Published / Surveyed: Sample: Source:

Original source:

Global Q1 2014 Global users from Site catalyst

tagged sitesAdobe

Social referral % from social networks by sector

Adobe Social Intelligence report

From Smart Insights Marketing Statistics compilation Q2 2014

New

A social media backlash in 2015?

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#6: User Engagement and value optimisation

Example services:

Kissmetrics

Mixpanel

Ecommera

Engagement analysis:

Individual user: Kissmetrics

Cohort analysis:

Groups of users: Kissmetrics

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n Searches

% Brand

ReachAwareness

and visits

Unique

visitorsBounce

rate

Revenue

per visit

Page views/

visit

ActInteraction

and leads

nLeads%

Conversion

to lead

Goal value

per visit

Average

order value

ConvertSales and

profit

nSales%

Conversion

to sale

Sales

value

n Brand

mentions

EngageLoyalty and

advocacy

% active

customers% Customer

conversion

% existing

sales value

Building intelligence into analytics

E.G. RACE dashboard KPIsVolume Quality Value

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Coming soon – the Smart Insights

RACE Digital Marketing Dashboard

#7: Actionable Analytics and intelligence

Example services:

GA Intelligence

Quill Engage

Smart Insights

Source:

SmartInsights.com

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#8: From Conversion Optimization to Experience

Optimization

Example CRO

testing services:

Unbounce

Optimizely

Visual Website

Optimizer

Example Experience

Management services:

Adobe Experience

Manager

EPiServer

Sitecore

Source: Boston Consulting Group

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#9: Digital Channel Sales Optimisation

Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014

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Example services:

Google Glass

Apple Watch

Facebook Rift

#10: Wearables, Augmented and Virtual reality

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81% of large organizations have the equivalent of

a chief marketing technologist

Source: Gartner - HBR July-August 2014

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81% of large organizations have the equivalent of

a chief marketing technologist

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Thank you

All the best for your journey in 2015!

Source: 7 Steps to Digital Transformation Infographic