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7 Digital Trends for 2011
Hashtag for Twitter: #econtrends
Ashley Friedlein, CEO@ashleyfriedlein
Linus Gregoriadis, Research Director (UK)@linusgreg
Stefan TornquistResearch Director (US)@MarketingStefan
Source: http://www.flickr.com/lwr
Joined-up marketing
#Trend 1Joined-up marketing ... still the Holy Grail
• Marketers try to get to grips with complexity of marketing landscape
• Implications for budgets and planning
• Renaissance of old media
Source: Boston Consulting Group Report“The CMO’s Imperative: Tackling New Digital Realities”http://www.bcg.com/documents/file66995.pdf
Jump 2011 ... 12th October 2011
http://econsultancy.com/events/jump-2011
Organisational change
Source: http://www.flickr.com/thetruthabout
Impact of Digital on different business functions How would you describe the ongoing impact of digital on the following areas of your organisation?
Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketinghttp://econsultancy.com/reports/impact-of-digital
• Impact of digital beyond sales and marketing
• New paradigm for organisational framework
• On-going dissolution of silos
• Social 'becomes part of job description not job title'
#Trend 2Organisational structures, teams and infrastructure
Social media business
Source: http://www.flickr.com/horiavarlan
#Trend 3Social Media Business
• Online customer service through social media becomes key conversion rate optimisation tool
• Social permeates commerce (e.g. F-commerce)
51% of companies use social networks for customer support improvement, up from 36% last year.
Source: Econsultancy / cScape 2011 Customer Engagement Report
Source: http://www.flickr.com/lwr
Content as marketing
#Trend 4 Content as marketing ... the King is back
• Content marketing strategy more important than ever
• Bought media to earned media
• Video, apps, tools etc.
• Content creation and curation
Source: http://www.flickr.com/lwr
Data is the new oil
• Metadata as important as ever
• Attribution modelling
• Online to inform offline
• Social CRM
• Retargeting
• Sentiment analysis
• APIs, semantic and Web 3.0
#Trend 5 Data is the new oil ... Let’s work on refining it
Case study: Tealeaf
• Netflights use Tealeaf to capture what customers are
doing in real-time.
• Customer journey insights are passed to the contact
centre so Netflights agents can proactively help those in
need of assistance.
• The outbound call centre team now delivers more
revenue per hour than any other part of the business.
Source: http://www.flickr.com/thunderpants
Continued comeback of display advertising
• Display engine marketing
• DSPs and SSPs
• Real-time bidding and exchange
#Trend 6 Continued comeback of display advertising
Relevant reportsOnline Media Report: http://econsultancy.com/reports/online-media-report
Coming soon: DSPs Buyer’s Guide 2011
Source: http://www.flickr.com/pietroizzo
Localisation
#Trend 7 Localisation
• Increased Google focus on local
• Facebook Places, Foursquare, Gowalla etc.
Case study: Hiscox
•Hiscox partnered with JiWire to serve prospects with
targeted insurance adverts.
•Targeting was concentrated on those hotspots regularly
used by prospects on the move, such as hotels, coffee
shops and airports.
•JiWire has launched Compass, which provides mobile app
and public Wi-Fi users with interactive location-related
ads.
Other trends
• Connected TV
• Tablets and smartphones
• Gamification
Resources 17 digital marketing trends for 2011, by Econsultancy CEO Ashley Friedlein
http://econsultancy.com/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein
Customer Engagement Report 2011 http://econsultancy.com/reports/customer-engagement-report
Online Media Reporthttp://econsultancy.com/reports/online-media-report
Econsultancy Trends Briefingshttp://econsultancy.com/reports/briefings
The Innovation Reporthttp://econsultancy.com/reports/innovation-report
10 digital predictions for 2011 http://econsultancy.com/blog/7008-10-ideas-for-twenty-eleven