Five Global Marketing Megatrends

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Five Global Marketing “Megatrends” Frank Days Global Trade Day May 25, 2016

Transcript of Five Global Marketing Megatrends

Page 1: Five Global Marketing Megatrends

Five Global Marketing “Megatrends”Frank Days

Global Trade DayMay 25, 2016

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The World Has Changed

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Small Number of Options

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Shifting Technology Landscape

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As a B2B Marketer

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What are today’s “megatrends”?

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1. Mobile and social rule (duh)

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Mobile and social are everywhere

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Mobile todayNine out of 10 (92%) of U.S. consumers have mobile devices

-BIA/Kelsey, 2106

Americans spent $838 million online via mobile devices on Cyber Monday 2015, up 53% year over year.

-comScore

Total activity on smartphones and tablets accounts for over 60% of internet usage.

-comScore

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Design for mobile

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Conversation is beyond your control

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Moving faster with less control…

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2. Content is driving marketing

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Great content fragmentation

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Much is on demand

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B2B Buyers60%+ of buyers process happens before sales gets involved

- Corporate Executive Board 2011

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Building around content

19

Case Studies

AWARENESS CONSIDERATION DECISION

Awareness Building

Interested in Product

Researching Vendors

Evaluating Solutions

ExternalValidation

Negotiation & Purchase

Training & Implementation

Buyers Guides

In-h

ouse

Out

side

Med

ia Webinars

Ebooks/White

Papers

Guest Blog Posts

Blog Posts

Press Releases & Coverage

Bylined Articles

Vendor Lists

Info-graphics

Demos / Download

Short StackNewsletter Emails: Nurturing

ROI Model / Calculator

Testi-monials

Explainer Video

Info-graphics Analyst

Reports

White Papers

Solution Brief

Downloads

Analyst ReportsEbook

Key

Existing Asset

High Priority New

Med Priority New

Low Priority New

DatasheetsDatasheetDatasheets

Nurturing Emails

KnowledgeBase

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Surrendering control to user generated

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Social or Advertising?

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3. Better omni-channel experiences

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Omni-channel experience

• More touchpoints• Expect consistency • Across all channels

Source: www.linkedin.com

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Used to be….

vs.

You Your competition

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Now it is…

vs.

You World class experiences

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4. Cheap plentiful computing power

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Big data is real and now….

Source: www.channelweb.co.uk

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Cloud computing = Infinite, low cost compute

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Deeper location-based targeting

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2 secondsLF/SF DRTV SpotVideo

Banner

Banner

Real-time retargeting

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C1

C1 Topic

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New connections between products

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5. Changing management models

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Marketing is a technology biz now

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Demos & Videos

Downloads

My marketing machine…

Site Traffic

‘Actions’ on Site

Leads

Search Engines SEO & PPCContent

PR & Partners

Automation CRM Sales

ProspectEmail

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Looks more like tech development

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The marketing plan is doesn’t work…

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Agile marketing is a high-communication, low documentation, rapid iteration process designed to

provide more frequent, more relevant and highly measurable marketing programs

- IDC, Agile Principles and Practices, 2010

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Adapted from software developmentHighlights:- Embraces uncertainty- Transparent- Adaptive- Empowering- Customer-centric

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Wrike: State of Agile Marketing in 2016

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Wrike: State of Agile Marketing in 2016

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Wrike: State of Agile Marketing in 2016

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More about Agile Marketing

• Agile marketing case studies• With leading brands• Find on iTunes

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Five Megatrends1. Mobile and social rule2. Content is driving marketing3. Better omnichannel experiences4. Cheap, plentiful computing power5. Changing management models

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SpeakerFrank DaysTech Marketing CMOAgile Marketing PioneerHost Marketing Agility podcastwww.agilemarketingblog.com