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Digital Marketing Trends for 2015 - what will really matter? Dr Dave Chaffey, CEO and co-founder of Smart Insights, will take you through the digital marketing trends you need to keep an eye out for to get ahead of your competition in 2015
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Digital Marketing Trends 2015Tools and techniques to grow your business
Dr Dave Chaffey. SmartInsights.com
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AboutDave About Dave Chaffey
• Author of 5 bestselling marketing books
• Editor of SmartInsights.com - a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
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The 5 Eras of Digital Marketing
25 YEARS OF DIGITAL TRANSFORMATION: 1994 – 2000: Internet Marketing, Online Marketing
and E-commerce 2000 – 2010: E-marketing, E-business and
Multichannel 2010 – 2015: Digital marketing, E-commerce and
Omnichannel 2015 – 2020: Digital Business and Digital Channel
Optimisation 2020 + : Marketing and Business.
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Digital Transformation
Source: 7 Steps to Digital Transformation Infographic
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What does the
futureholdfor
digitalmarketer
s?
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Content Marketing is the heart of modern marketing
Source: Ogilvy, TNS and Google Path to Purpose July 2014
ContentMarketing
ContentMarketing
ContentMarketing
10Source: Infomentum: Generation C. June 2014 (first minute)
Generation C’s members are ‘digital
natives’ who are always connected,
communicating, computerised,
community-orientated and always clicking.
In general, they are realists and materialists
as well as being culturally liberal, politically
progressive and upwardly mobile.
They own a plethora of devices including
smartphones, tablets, laptops and smartTVs
which are regularly updated and replaced.
Our research found that two thirds purchase
a new gadget every year, with nearly 80%
admitting to buying the latest model even
when the old one still works.
https://www.youtube.com/watch?v=-4eZjhzFw8c
Digital Natives − Gen C are now mainstream
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How will technology support marketing in 2015?
Source: Smart Insights Gartner Hype Cycle review
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~950 companies
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#1 Content curation
Global content marketingat Unilever:
$10m in savings withPercolate pilot
Source: Percolate Unilever case study
Example services: Percolate Curata Kapost
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#2: Content recommendation personalisation, retargeting and effectiveness review
Example services: Idio
Monetate Demandbase
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#3: Content distribution
Example services: Hootsuite Sendible Oktopost
GaggleAmp
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#4: Integrated SEO, Content and Social media management?
Example services: Moz
RavenTools AnalyticsSEO
Source: Analytics SEO
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#5: API service integration and Hubs
Example services: Marketo Act-on
Salesforce/Exact Target
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#6: User Engagement and value optimisation
Example services: Kissmetrics Mixpanel
Ecommera
Engagement analysis: Individual user: Kissmetrics
Cohort analysis: Groups of users: Kissmetrics
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Understanding consumer preferences and behaviours in 2015
The continued rise of the YouTuber
Source: Channel Page video Broker
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Source: Ogilvy, TNS and Google Path to Purpose July 2014
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Location: Published / Surveyed: Sample: Source:
Original source:
Global Q1 2014 Global users from Site catalyst tagged sites
Adobe
Social referral % from social networks by sector
Adobe Social Intelligence report
From Smart Insights Marketing Statistics compilation Q2 2014
New
A social media backlash in 2015?
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n Searches% Brand
ReachAwarenessand visits
Uniquevisitors
Bouncerate
Revenueper visit
Page views/visit
ActInteractionand leads
nLeads%
Conversion to lead
Goal value
per visit
Average order value
ConvertSales and
profit
nSales%
Conversion to sale
Sales value
n Brandmentions
EngageLoyalty and
advocacy
% active customers
% Customerconversion
% existing
sales value
Building intelligence into analyticsE.G. RACE dashboard KPIs
Volume Quality Value
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Coming soon – the Smart Insights RACE Digital Marketing Dashboard
#7: Actionable Analytics and intelligence
Example services: GA Intelligence
Quill Engage Smart Insights
Source: SmartInsights.com
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#8: From Conversion Optimization to Experience Optimization
Example CRO testing services:
Unbounce Optimizely
Visual WebsiteOptimizer
Example ExperienceManagement services: Adobe Experience
Manager EPiServer Sitecore
Source: Boston Consulting Group
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#9: Digital Channel Sales Optimisation
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
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Example services: Google Glass Apple Watch Facebook Rift
#10: Wearables, Augmented and Virtual reality
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81% of large organizations have the equivalent of a chief marketing
technologist
Source: Gartner - HBR July-August 2014
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81% of large organizations have the equivalent of a chief marketing
technologist
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools Managing Digital Marketing 2014
report Sample planning templates Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning 7 Step Guide to B2B Digital Marketing
Online courses
DIY Planning and optimisation templates in Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
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