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copy 2014 IBM Corporation
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any
particular technology or solution
Contact Bill Chamberlin Principal Emerging Trends Research Analyst HorizonWatching Community Leader
February 6 2014
Digital MarketingA 2014 HorizonWatching Trend Report ndash Client Deck
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
This Trend Report published by and for the internal IBM HorizonWatchingCommunity Membership is being made available to IBM Clients
Purpose This HorizonWatching Trend Report provides an overview on the
Digital Marketing trend for IBM Clients
Content Summary information about the trend is provided along with many
links to additional resources
How To Use This Report This report is best readstudied and used as a
learning document There are many links provided in the report that will take you
to other websites and resources where you can continue your learning You
may want to view the slides in slideshow mode so you can easily follow the links
2 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
3 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
4 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Trend Overview
5 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Drivers bull New digital technologies platforms and capabilitiesbull Consumerization = increased customer expectation demandsbull Indivduals want to be treated as individuals not markets
InhibitorsChallengesbull Big databull Metrics analytics and ROI of the digital marketing programsbull Allocation of budget to digital and finding the right marketing mixbull Unifying and integrating within digital and also with traditionalbull Innovation in digital happens at lightening speedbull Lack of qualified digital marketing technology professionals
Implicationsbull To stay out in front you must test and learn quicklybull Marketing and IT departments must be good partnersbull New Digital Marketing Career Paths and Educationrequiredbull Digital done right can increase loyalty and convert customers into brand advocates
Marketing is being transformed by digital technologies The digital revolution has forever
changed the balance of power between the customer and the organization putting customers
in charge of the relationship
ldquoThe digital revolution
has forever changed the
balance of power
between the individual
and the institutionrdquo - IBM
(link)
Forbes Taking Content Marketing To
The Next Level 2014 Predictions
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
6 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
This Trend Report published by and for the internal IBM HorizonWatchingCommunity Membership is being made available to IBM Clients
Purpose This HorizonWatching Trend Report provides an overview on the
Digital Marketing trend for IBM Clients
Content Summary information about the trend is provided along with many
links to additional resources
How To Use This Report This report is best readstudied and used as a
learning document There are many links provided in the report that will take you
to other websites and resources where you can continue your learning You
may want to view the slides in slideshow mode so you can easily follow the links
2 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
3 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
4 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Trend Overview
5 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Drivers bull New digital technologies platforms and capabilitiesbull Consumerization = increased customer expectation demandsbull Indivduals want to be treated as individuals not markets
InhibitorsChallengesbull Big databull Metrics analytics and ROI of the digital marketing programsbull Allocation of budget to digital and finding the right marketing mixbull Unifying and integrating within digital and also with traditionalbull Innovation in digital happens at lightening speedbull Lack of qualified digital marketing technology professionals
Implicationsbull To stay out in front you must test and learn quicklybull Marketing and IT departments must be good partnersbull New Digital Marketing Career Paths and Educationrequiredbull Digital done right can increase loyalty and convert customers into brand advocates
Marketing is being transformed by digital technologies The digital revolution has forever
changed the balance of power between the customer and the organization putting customers
in charge of the relationship
ldquoThe digital revolution
has forever changed the
balance of power
between the individual
and the institutionrdquo - IBM
(link)
Forbes Taking Content Marketing To
The Next Level 2014 Predictions
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
6 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
3 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
4 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Trend Overview
5 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Drivers bull New digital technologies platforms and capabilitiesbull Consumerization = increased customer expectation demandsbull Indivduals want to be treated as individuals not markets
InhibitorsChallengesbull Big databull Metrics analytics and ROI of the digital marketing programsbull Allocation of budget to digital and finding the right marketing mixbull Unifying and integrating within digital and also with traditionalbull Innovation in digital happens at lightening speedbull Lack of qualified digital marketing technology professionals
Implicationsbull To stay out in front you must test and learn quicklybull Marketing and IT departments must be good partnersbull New Digital Marketing Career Paths and Educationrequiredbull Digital done right can increase loyalty and convert customers into brand advocates
Marketing is being transformed by digital technologies The digital revolution has forever
changed the balance of power between the customer and the organization putting customers
in charge of the relationship
ldquoThe digital revolution
has forever changed the
balance of power
between the individual
and the institutionrdquo - IBM
(link)
Forbes Taking Content Marketing To
The Next Level 2014 Predictions
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
6 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
4 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Trend Overview
5 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Drivers bull New digital technologies platforms and capabilitiesbull Consumerization = increased customer expectation demandsbull Indivduals want to be treated as individuals not markets
InhibitorsChallengesbull Big databull Metrics analytics and ROI of the digital marketing programsbull Allocation of budget to digital and finding the right marketing mixbull Unifying and integrating within digital and also with traditionalbull Innovation in digital happens at lightening speedbull Lack of qualified digital marketing technology professionals
Implicationsbull To stay out in front you must test and learn quicklybull Marketing and IT departments must be good partnersbull New Digital Marketing Career Paths and Educationrequiredbull Digital done right can increase loyalty and convert customers into brand advocates
Marketing is being transformed by digital technologies The digital revolution has forever
changed the balance of power between the customer and the organization putting customers
in charge of the relationship
ldquoThe digital revolution
has forever changed the
balance of power
between the individual
and the institutionrdquo - IBM
(link)
Forbes Taking Content Marketing To
The Next Level 2014 Predictions
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
6 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Trend Overview
5 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Drivers bull New digital technologies platforms and capabilitiesbull Consumerization = increased customer expectation demandsbull Indivduals want to be treated as individuals not markets
InhibitorsChallengesbull Big databull Metrics analytics and ROI of the digital marketing programsbull Allocation of budget to digital and finding the right marketing mixbull Unifying and integrating within digital and also with traditionalbull Innovation in digital happens at lightening speedbull Lack of qualified digital marketing technology professionals
Implicationsbull To stay out in front you must test and learn quicklybull Marketing and IT departments must be good partnersbull New Digital Marketing Career Paths and Educationrequiredbull Digital done right can increase loyalty and convert customers into brand advocates
Marketing is being transformed by digital technologies The digital revolution has forever
changed the balance of power between the customer and the organization putting customers
in charge of the relationship
ldquoThe digital revolution
has forever changed the
balance of power
between the individual
and the institutionrdquo - IBM
(link)
Forbes Taking Content Marketing To
The Next Level 2014 Predictions
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
6 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
6 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014
1 Digital Experience Optimizing the cross-channel
customer digital experiences
2 Predictive Analytics Data from Social Customer
Mobile Web Iot etc is analyzed to help improve
digital experiences and predict customer behavior
3 Influencer Marketing Identifying and cultivating
influencers into advocates
4 Advocacy Marketing Managing positive
relationships with those who are already advocates for
your brand
5 Employees as Advocates Employees can help
market the brand via social media Training required
though
6 Thought Leadership Content Expect more
thought leadership content that focuses on educating
customers rather than selling to them Blogging
continues to make a comeback
7 Content Marketing All content must be compatible
across all screens and distributed across all social
mobile digital platforms
7 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIDC predicts that by 2020 marketing
organizations will be radically
reshaped into three organizational
systems - content channels and
consumption (data) The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technologyrdquo - IDC (link)
IDC 2014 Predictions for Chief Marketing Officers
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing Trends to Watch in 2014 (cont)
8 Mobile Marketing Marketers need to be
discoverable mobile optimized and investing in
driving mobile traffic
9 Location-based Marketing Potential is there to
deliver a highly personalized experience based on
location In 2014 marketers will tap more into this
emerging technology
10 SEO Marketing Keyword relevancy is being
replaced with topical relevancy and authority Brands
that use semantic search will show up highest in
search results
11 1-1 Personalization Customers want to be
treated as an individual based on their past
experiences with the company the device they are
using what location they are currently at and what
information they are seeking at the moment
12 Digital Skill Shortages Marketing
professionals continue to need training to fully
leverage all the trends happening
8 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Forbes 2014 Digital Trends and Predictions
Source HorizonWatching IBM Market Insights
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
9 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing budgets are expected to rise in 2014 continuing a trend wersquove seen the past few years
10 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
AdWeek B2B Marketing Budgets
Set to Rise 6 in 2014 ForresterldquoDigital marketing budgets will rise by 10 in 2014
following a double-digit percentage increase the prior
yearrdquo - Gartner (link)
ldquoEnterprises overwhelmingly plan to continue investing in
DX (Digital Experience) technologies with a clear
emphasis on multichannel delivery and analyticsrdquo -Forrester (link)
ldquoDigital marketing techniques and underlying technologies are having a profound impact in
marketing investment priorities budgets organizational structure skills and processesrdquo - Gartner (link)
ldquoSixty-one percent of surveyed marketing execs expect
the ratio of technology spend to marketing program
spend to increaserdquo - Business Marketing Association (link)
ldquoHampering growth in digital marketing budgets is that old foe inability to prove ROI Roughly one-quarter
of respondents named that the top barrier to budget increases outpacing other concerns such as lack of
overall company revenue growth (18) lack of buy-in from management (15) and lack of clear
strategy (15)rdquo ndash Marketing Charts (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartner says the shift to digital will transform marketing and sales processes over the next five years
11 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoIn the next five years traditional
marketing and selling will shift to digital
channels to capitalize on the power to
the people phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everythingrdquo ndashGartner (link)
Gartner Digital Marketing Predicts 2014 (Slide Deck)
Gartner Digital Marketing Predicts 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IDCrsquos message is a little stronger It is predicting a radical transformation of the Marketing function by 2020
12 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 The CMO role becomes open for definition as todays CMO job description becomes considerably more complex and
critical
2 Innovative CMO and CIO pairs will throw out the rule book when it comes to ITs support of Marketing
3 By 2020 the Marketing function in leading companies will be radically reshaped into three organizational systems -
content channels and consumption (data)
4 The best marketers will understand that Content Marketing does not equal Thought Leadershipldquo
5 Multi-channel coverage becomes an opportunity and a challenge area as CMOs integrate media silos
6 80 of customer data will be wasted due to immature enterprise data value chainsldquo
7 By the end of 2014 60 of CMOs will have formal recruiting process for people with data skills
8 Only 20 of marketers will receive formal training on analytics and customer data management
9 Fragmented marketing IT point products and low adoption rate will inhibit companies ability to win customers
10Digital marketing investment will exceed 50 of total program budget by 2016rdquo
IDC Webinar IDC Chief Marketing
Officer (CMO) 2014 Predictions
IDC Press Release Top Ten Predictions for Chief Marketing Officers
ldquoBy 2020 the Marketing function in leading
companies will be radically reshaped into three
organizational systems - content channels and
consumption (data)rdquo - IDC (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
IBMrsquos State of Marketing 2013 Survey Only 1 in 5 companies are truly leveraging technology to drive better customer experiences
13 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoThe IBM State of Marketing 2013 survey showed
that when it comes to creating superior customer
experiences many companies have at least some of
the elements in place Yet only one in five has
managed to leverage its technology investments and
marketing capabilities to effectively drive better
cross-channel customer experiencesrdquo ndash IBM (link)
ldquoA number of leading companies however are using
marketing technology and information resources to
take charge of the customer experience from end to
end ldquoowningrdquo it to improve business outcomes and
achieve better financial performancerdquo- IBM (link)
How Marketing is Taking
Charge - IBM
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The transformation of marketing is challenging as it requires new strategies new skills and strong leadership
14 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
CMOCom The Future Of Marketing
Data Customer Technology
ldquoDigital will require you to retool marketing processes from market and product design through
commercerdquo - Gartner (link)
ldquoIDC predicts that by 2020 marketing organizations will
be radically reshaped The core fabric of marketing
execution will be ripped up and rewoven by data and
marketing technologyrdquo - IDC (link)
ldquoDigital marketing technology data analytics social customer experience management and
revenue responsibilities have catapulted CMOs into a dramatically different rolerdquo - Gartner (link)
ldquoFar too many digital marketing activities are one-off or
stand-alone initiatives that are not part of a
comprehensive strategy and are not measured against
business goalsrdquo - Gartner (link)
ldquoAs social and other digital technologies shift
responsibilities in the C-suite businesses are creating a
new position the chief digital officer or CDO to focus
their digital strategyrdquo - MIT Sloan Management Review (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Many firms donrsquot currently have the digital skills and capabilities that are required to make a successful transformation
15 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Online Marketing Institute - State of
Digital Marketing Talent
ldquoDigital marketers must use technology to drive marketing processes then analyze the results and
readjust their focus They need new skills tools and processes to create this virtuous cyclerdquo - Gartner (link)
ldquoSuccessfully leveraging digital technology requires deep understanding of the nuances of digital
marketing eCommerce customer experience design and technologyrdquo - Forrester (link)
ldquoGartner surveys find that for many organizations
digital marketing execution often suffers from
operational immaturity Execution suffers when
people process and technology arent in
alignmentrdquo ndash Gartner (link)
ldquoThe gap between skills needed and talent
available is becoming a massive chasm within the
industry affecting job seekers and employers alikerdquo
ndash Online Marketing Institute (State of Digital Marketing Talent)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Also the marketing technology landscape is crowded and complex making the transformation all that more difficult
16 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Infographic Marketing Technology Landscape by chiefmarteccom
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
At the heart of the transformation must be a focus on improving the overall Customer Experience
17 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
10 Challenges to Delivering a Unified
Customer Experience - CriticalEye
ldquoSuccessful companies will use technology to
better engage customers as well as improve
traditional marketing processesrdquo - Gartner (link)
ldquoFirms that are winning the customer experience
race are aiming to provide their customers with
consistent personalized and contextually
relevant interactions across all touchpointsrdquo -Forrester (link)
ldquoSuccessful companies are exploring how new
technologies can reach and engage customers
at every stage of the customer lifecycle
Marketing service sales web email and more
must now work together to drive desired
experiences optimize click paths cultivate
meaningful relationships and drive business
outcomesrdquo - Altimeter Group (link)
Engage customers by delivering
personalized digital experiences - IBM
Whitepaper available at InformationWeek
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
The growth in mobile devices provides marketers with a whole new way to reach potential buyers hellipwhere ever they may be
18 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
TapSense Guide to Mobile
Marketing 2014
ldquoMobile computing will revolutionize marketing by exploiting
rich information about where customers are and what they
are doingrdquo - Gartner (link)
ldquoThe proliferation of new form factors and touchpoints has
companies struggling to create digital experiences that meet
rising customer expectationsrdquo - Forrester (link)
ldquoBusinesses need an array of software technology to support digital customer experiences but they
struggle to understand and leverage the tools necessary to create and manage unified multichannel
digital customer experiences across multiple touchpointsrdquo - Forrester (link)
Mobile Marketing Association
UK Advisory Board 2014 Mobile
Predictions
ldquoNot only are mobile devices popular and packed with an
ever-growing array of applications their built-in GPS
technology makes them ideal for location-aware promotions
and location-based targetingrdquo - IBM (link)
ldquoMobile technology leaders are 2x more likely to experience
revenue growthrdquo ndash IBM (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Future marketing organizations must learn how to leverage big data and analytics to drive all marketing programs
19 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Marketing Science From descriptive to
prescriptive ndash IBM Center for Applied Insights
ldquoAs websites media and digital advertising become
personalized digital marketers are under pressure to apply
more science to the art of marketingrdquo - Gartner (link)
ldquoGartners 2013 Data-Driven Marketing survey reveals that marketers allocate 21 of their budgets
to marketing analytics Almost half of the data (42) comes from external sources with social
networks topping the listrdquo - Gartner (link)
ldquoProgressive marketers are turning to science Theyrsquore
using systematic observation testing and measurement to
study broad behavioral patterns drill down from the
aggregate to the individual and produce new insights that
can improve business outcomesrdquo - IBM (link)
IBM Big Data amp Analytics for Marketing
ldquoBig Data is the biggest game-changing opportunity for
marketing and sales since the Internet went mainstream
almost 20 years ago particularly because of the
unprecedented array of insights into customer needs and
behaviors it makes possiblerdquo - McKinsey (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Content Marketing is becoming more important to marketers as a way to develop and strengthen relationships with customers
20 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Content Marketing Institute 50 Content
Marketing Predictions for 2014
ldquoFor 2014 the B2B marketing portfolio should
include focusing content creation on thought
leadership versus product collateral
B2B CMOs will need to direct content marketing
efforts on delivering new commercial insights
inspiring customer stories or forward-looking
viewpoints to provoke buyer engagementrdquo ndashForrester (link)
ldquoOur research indicates that as
aggressive as companies intend to
be in 2014 to increase their content
marketing footprint many will fail
due to a lack of content leadership
and the process and technology
needed to support an effective
content supply chainrdquo ndash Curata (link)
ldquoContent marketing is really about providing
valuable information or content to current and
potential customers for the purpose of building
trust branding awareness and positive
sentiment A successful content marketing
campaign establishes you as an expert in your
field and that sets the groundwork for a long-
term business relationshiprdquo ndash Forbes (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Social Marketing will continue to evolve in 2014 with an emphasis on community management and engagement
21 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoOver the next 12 months the most sought-after
business initiative companies will look to social software
to provide will be online communities with 35 of
respondents looking to this capabilityrdquo ndash IDC (link)
ldquoFor marketers a good portion of social mediarsquos value lies in its ability to aggregate communities of interest
identify specific demographics and thus enable marketers to precisely segment and engage their audiencerdquo ndash IBM (link)
Forrester Top Three Challenges
with Social Marketing
ldquo CMOs have been investing in staff content and
technology to market through social networks for the
past five years 2014 is the year they reassess these
investments as audiences fragment across niche social
networks and communitiesrdquo ndash Forrester (link)
ldquoAt this more advanced stage of maturity marketers need to understand exactly how and when their
customers are using social and target them differently in each stage of the customer life cyclerdquo ndash Forrester
(link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
In 2014 more emphasis will be placed on influencer and advocacy marketing including identification and engagement programs
22 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
ldquoBrands need to seek out influencers that can drive
and create very small yet loyal communities to
advocate for their brandrdquo ndash Huffington Post (link)
WOMMArsquos 2013 Influencer Guidebook
Huffington Post 2014 The Year of the
Brand Influencer
ldquoI strongly believe that Advocacy Marketing should
be at the top of the priority list in terms of marketing
investmentrdquo ndash Hank Barnes Research Directore Gartner
(link)
ldquoItrsquos estimated that less than 5 of satisfied
customers advocate publicly for the brand on social
channels This ldquosocial advocacy gaprdquo represents a
huge opportunity to improve marketingrsquos efficiency
and effectivenessrdquo ndash SocialOgilvy (link)
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Gartnerrsquos ldquoDigital Marketing Transit Maprdquo shows relationships among business functions application services and solution providers
23 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Gartner Interactive Digital Marketing Transit Map
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
24 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Analyst Websites and Resources
25 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Aberdeen Marketing
bull BoozampCo Marketing Booz Digital
bull eConsultancy Website
bull Forrester Marketing Digital Marketing
CMO Customer Experience Customer
Insights Marketing Leadership The
Social Marketing Playbook
bull Gartner Digital Marketing Marketing
Blog Posts Digital Marketing Blog Posts
bull IDC Marketing and 2014 CMO
Predictions Webinar
ldquoDemand for digital media marketing
services has set the vast and varied
ecosystem of service providers on a
collision courserdquo - IDC (link)
ldquoResults from the IDC CMO ROI Matrix clearly show that successful companies have high
performing marketing organizationsrdquo - IDC (link)
Econsultancy Digital marketing and
ecommerce trends for 2014 by
Econsultancy CEO Ashley Friedlein
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Media Websites and Resources
26 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull AdAge Digital Marketing
bull AdWeek Digital marketing
bull Content Marketing Institute Website
bull ComputerWorld Digital Marketing
bull Digital Analytics Association
bull Digital marketign Association
bull Digital Marketing Magazine
bull Direct Marketing News
bull Edelman Digital Website
bull Forbes Marketing CMO Network
bull Harvard Business Review Digital Marketing blogs tagged Marketing
bull Hub Magazine CMO
bull MIT Sloan Management Review Digital Marketing and Marketing
bull The Guardian Digital marketing and 50 media trends and predictions for 2014 - interactive
bull ZDNet Digital marketing
The Guardian - 50 media trends and predictions for 2014
AdWeek ndash Digital Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IT VendorConsultant Websites and
Resources
27 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Accenture Digital Marketing CMO Accenture
Interactive
bull Altimeter Search for Digital Marketing
bull Deloitte Digital Marketing CMO
bull IBM Smarter Marketing and Enterprise Marketing
Management and Digital Marketing CMO and Digital
Marketing Optimization and IBM Interactive and CMOs and
CIOs
bull McKinsey Digital Marketing Digital Marketing Capability
Center
bull Microsoft Digital Marketing CMO
bull Oracle Digital Marketing CMO
bull Razorfish Website
bull SAP Digital Marketing CMO
bull SapientNitro Website
bull SAS Digital Marketing CMO
bull Tata Consultancy Services Digital Transformation
Solutions
bull Wipro Digital Marketing
IBM ndash Digital Marketing Network
Panel Video Creating Value Building
Trust with Content Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Social Media Sites and Searches
28 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Google Blog Search Digital Marketing CMO
bull Technorati Blog Tag Search Marketing CMO
ldquoDigital marketingrdquo
bull LinkedIn Group Search ldquoDigital marketingrdquo CMO
bull Google+ Communities Search Digital Marketing
CMO
bull Pinterest Search ldquoDigital marketingrdquo Marketing
CMO ldquoSocial media marketingrdquo
bull Twitter Search digitalmarketing Marketing
CMO
bull Tumblr Search Digital Marketing CMO
bull YouTube Digital Marketing and Digital Marketing
Channels
bull YouTube CMO and CMO Channels
bull Wikipedia Digital Marketing and Chief Marketing
Officer and Internet Marketing and Marketing
Analytics
Pinterest Search for Digital
Marketing
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected ibmcom Resources and Links
29 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull Press Release bull IBM Launches Digital Marketing Network in the Cloud to Help
Companies Improve Marketing Performance in Real-Time
bull IBM Interactive Named a Leader in Gartner Evaluation of Global
Digital Marketing Agencies
bull IBM Unveils New Services to Accelerate Customer Engagement
Efforts for CMOs CIOs
bull Smarter Planet Smarter Marketing
bull Software Enterprise Marketing Management
Digital Marketing Optimization
bull IBMrsquos Digital Agency IBM Interactive
bull CMO CIO Leadership Exchange THINK
Marketing
bull IBM Customer Experience Lab
bull Global Business Servicesbull Marketing Sales and Service
bull CMOs and CIOs
bull CMO Study
bull CMO Leadership and Innovation
bull Ibmcom Searches Digital Marketing CMO
Smarter Marketing
Enterprise Marketing Management
IBM Interactive
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected IBM Social Media Venues
30 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
Linkedin Groups Smarter Commerce 12 CMO Study on
LinkedIn IBM EMM Connected
Twitterbull IBMInteractive
bull IBMSmrtCommerce
bull IBMEMM
bull IBMSocialBiz
bull IBMSmarterComms
bull IBMDesign
Twitter Hashtags smartercommerce ibmemm
Blog Digital marketing Optimization and IBM Interactive
Experience
Facebook Smarter Commerce IBM Interactive
Pinterest Smarter Commerce
YouTube Smarter Commerce Enterprise Marketing
Management
IBM Actionable Digital Analytics ndash via
IBMEMMChannel
IBM Marketing Execs on Twitterbull Jon Iwata SVP Marketing amp Comm coastw
bull Ben Edwards VP Digital Marketing BenEdw
bull John Kennedy VP Marketing IBM GBS johnlkennedy
bull Shaun Jones VP Marketing Business Partners IBMPartnerPlan
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Digital Marketing ndash Selected Reports and Other Resources
31 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
bull The State of Marketing 2013 IBM
bull Global mobile statistics 2013 by MobiThinking
bull Content Marketing Playbook by Content Marketing Institute
bull Recognize the Importance of Digital Marketing Gartner
bull Agenda Overview for Digital Marketing Essentials Gartner
bull Magic Quadrant for Global Digital Marketing Agencies Gartner
bull Webinar 2014 Predictions for Chief Marketing Officers by IDC
bull The State of Digital Marketing for SMBs by Vocus and Inc
bull Digital Distress What Keeps Marketers up at Night by Adobe
bull Big Data Analytics and the Future of Marketing amp Sales - McKinsey
bull IBM Social Analytics The Science behind Social Media Marketing by IBM
bull Use Digital Marketing to Differentiate Yourself From Competitors Gartner
bull Key Findings From US Digital Marketing Spending Survey 2013 Gartner
bull IDC Releases 2014 Predictions for Chief Marketing Officers by IDC
bull The Emergence of Chief Digital Officers MIT Sloan Management Review
bull Digital Marketing Landscape The Power of Digital Experiences in 2014 by Demand Metric Research
bull Create Your Own Buzz The Promise and Practice of Digital Marketing by Booz amp Co
bull Marketing Science From descriptive to prescriptive ndash IBM Center for Applied Insights
bull US Digital Marketing Budgets Average 25 Percent of Company Revenue by Gartner
bull Webinar Video Current State of Data Driven Marketing An Inside View Webinar by Teradata
IBM The State of Marketing 2013
IBMrsquos Global Survey of Marketers
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Table of Contents
32 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
1 One Page Summary of the Digital Marketing Trend
2 Digital Marketing Trends to Watch in 2014
3 What Others Are Saying About Digital Marketing for 2014
4 Websites Reports and Additional Resources
5 Appendix
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014
copy 2014 IBM Corporation
IBM Market Development amp Insights
Note This report is based on internal IBM analysis and is not meant to be a statement of direction by IBM nor is IBM committing to any particular technology or solution
Appendix About The IBM HorizonWatch Community
HorizonWatch is an IBM internal community in place since January 2001
Our focus is on learning about and sharing our knowledge on emerging
trends business issues and technologies so we can
ndash Develop better strategies for the future
ndash Help our customers develop better strategies for the future
For more on the internal IBM HorizonWatch Community send an email to Bill
Chamberlin IBM HorizonWatch Community Leader at whchambusibmcom
33 Digital Marketing A 2014 HorizonWatching Trend Report (Client Ready)06 Feb 2014