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Andrew Lapham's presentation for the Chartered Institute of Marketing Milton Keynes Community Group on Wednesday 6th November 2013
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Future digital marketing
• What is trending in digital marketing ?
• What will future consumers demand ?
• What’s being developed in the lab ?
• What could the future experience look like ?
• Open forum
Nov-13 2
What is trending in digital marketing ?
Nov-13 3
Digital Marketing Activities ?
Digital Marketing
Internet Advertising
Search Marketing
Email Marketing
Social Web Marketing
In Game
Advertising
Mobile Marketing
Nov-13 4
Website, Links
SEM, SEO, PPC
Just Spam ?
UGC : Blogs, Wiki, YouTube, FlickR
Brand recognition
More than Apps !
Does social media matter ?
Nov-13 5
The digital evolution of marketing
Nov-13 6
Web 1.0 (Static/ Txn) Web 2.0 (Social)
Marketing Focus Website or Content User / participant
Approach Push Push & Pull
Market Role Audience Participants
Market Behaviour Passive Passive & Active
Interactivity Machine Interactivity Person & Machine
Product Offering Production Co-production
Communication Model Monologue Dialogue
Control External Pacing External and Internal
Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011
The digital evolution of marketing
Nov-13 7
Web 1.0 (Static/ Txn) Web 2.0 (Social)
Marketing Focus Website or Content User / participant
Approach Push Push & Pull
Market Role Audience Participants
Market Behaviour Passive Passive & Active
Interactivity Machine Interactivity Person & Machine
Product Offering Production Co-production
Communication Model Monologue Dialogue
Control External Pacing External and Internal
Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011
Quotes from leading advertisers
“The traditional marketing model we all grew up with is obsolete” James R Stengel, CMO, Proctor & Gamble
“To me the challenge is not awareness, the challenge is engagement.” John Hayes, CMO, American Express
Nov-13 8
Source : Marketing Paul Baines, Chris Fill and Kelly Page, 2011
What will future consumers demand ?
Digital natives born after 1985 & reared on pervasive technology
Nov-13 9
Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013
What will future consumers demand ?
Digital natives born after 1985 & reared on pervasive technology
Key findings reveal: Shopping in 2025• Digital natives want a better multi-channel experience that facilitates
seamless and connected interactions in a 24/7 environment.
• Technology is key to expediting the shopping experience and retail operations must be optimized in support of customer priorities.
• Stores are the channel of choice for digital native consumers today and are expected to remain critical in the shopping experience of the future.
• Online shopping is important and retailers must focus on developing multi-channel strategies to meet the growth of online commerce.
Nov-13 10
Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013
What will future consumers demand ?
Digital natives born after 1985 & reared on pervasive technology
Key findings reveal: Shopping in 2025• Price is the most important purchasing criteria now and is perceived to be
in the future.
• Promotions and product range are also key purchasing motivators, while brand is less important than price, range and assortment.
• Retailers need to make better use of actionable insight to target this group better with personalized promotions and interactions.
• Despite the importance of social networking, using these networks for purchasing is relatively rare.
Nov-13 11
Source : Oracle Research: Retail –www.oracle.com ‘Digital Natives’ July 2013
What’s being developed in the lab ?
Nov-13 12
But that’s all a long way away - right !
Nov-13 13
http://www.youtube.com/watch?v=7JItU05mjCk
UK’s First Interactive Grocery Store
What could the future experience look like ?
Nov-13 14
