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ODERNIZATIONTHE ONLY CONSTANT IN DIGITAL MARKETING IS CHANGE
DIGITAL MARKETING REALITIES
SPEED OF
INNOVATION IS
ACCELERATING
DIGITAL
MARKETING =
NEW SKILLS &
APPROACHES
THE ART
AND
SCIENCE
OF DATA EFFICIENCY
AND
MEASURABILITY
REQUIRED COMPLEXITY
IS THE NEW
NORMAL
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 3
“THE DIGITAL REVOLUTION HAS FOREVER
CHANGED THE BALANCE OF POWER…”Sheryl Pattek, Forester Analyst
“…EVERYTHING AND EVERYBODY NOW
IS MEDIA”Jay Baer
“CONTENT MARKETING IS THE ONLY
MARKETING LEFT”Seth Godin
“…WE ARE DROWNING IN
AN OCEAN OF DATA AND
THE FUTURE OF
MARKETING BELONGS
TO THOSE WHO CAN
HARNESS IT, ORGANISE
IT, UNDERSTAND IT AND
MOST IMPORTANTLY
EXPLAIN WHAT IT
MEANS.”
MARKET CHANGERS
Bonar Bulger, Digital Viking
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 44
TODAY’S TECH MARKETERSCIENTISTS – OR - STORYTELLERS
TECH MARKETERS
SAY THIS IS WHAT
THE SUCCESSFUL
MARKETER LOOKS LIKE
55.7%
St
STORYTELLER
3844.3%
Sc
SCIENTIST
21
44.3% 55.7%
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 5
STATE OF DIGITAL MARKETING
25%
Marketing dollars
spent on digital
marketing – already
a top area of
investment
2014
33%
Total surveyed will
increase marketing
dollars spent on
digital marketing
significantly
30%+ YOY increase
2015
Source: Gartner 2014 CEO Survey; Presentation for CMO Survey 2015: Eye on the Buyer
42%
Over HALF will
increase marketing
dollars spent on
digital marketing
dramatically
68%+ YOY increase
2015
“...digital marketing…the No. 1-ranked CEO priority for technology-enabled business capability for investment during the next five years…"
Yvonne GenoveseManaging VP, Gartner
…will shift marketing investments from traditional marketing to digital marketing in 2015 globally
Source: State of Marketing 2015, Salesforce.com
38%
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 6
And…77% of B2B marketers indicate that they will increase content production over the next 12 months
Source: B2B Content Marketing Report, 2014
THE ROLE OF CONTENT MARKETING
77%
77% of CMOs believe that custom content is the future of marketingSource: www.blog.hubspot.com/marketing/effectiveness-infographics
“Content is the atomic particle of all digital marketing. Everything. There’s no owned media without content. There’s no social media without content. And there’s no paid media without content. . . Pushing back even earlier, when you search, you’re searching for content. Even email marketing, once the darling of the digital arsenal, now relegated to wallpaper status (but still critically important), is a container for…you guessed it: content.”
Rebecca LiebAltimeter Group
77%
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 7
86%
Drives 86% higher
website conversion
rates than text
content
Visual
Content
Source: Eyeview
74%
Of marketers state
that video is the
most effective form
of content
Video
Source: 2015 State of Digital Marketing, Web Marketing
123
75%
Of users visit the
marketers website
after viewing a
video
Video
Source: Digital Sherpa
33%
Of all online
activity is spent
watching video
Video
Source: Digital Sherpa
30X
Infographics are 30
times more likely
to get read vs. a
text article
Visual
Content
Source: www.blog.hubspot.com/marketing/effectiveness-infographics
12%
Brands that use
infographics grow
site traffic 12%
faster with
infographics
Visual
Content
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 8
NATIVE MEDIA
SOCIAL MEDIA
ACCOUNT BASED
MARKETING
Plan to boost Social Media marketing investments globally in 2015; the top area of global investment in 2015
Source: State of Marketing 2015, Salesforce.com
70%
Social Media is core to their business
Source: State of Marketing 2015, Salesforce.com
66%
Currently planned to be a $10.7B market in 2015 and projected to hit $21B by 2018… nearly 2x growth!
Source: BI Intelligence, Business Insider
$21B
Plan to increase native advertising budgets in 2015 (US)
Source: Association of National Advertisers
66%
Of B2B companies are utilizing an account-based marketing and sales strategy
Source: Lean Data Survey, 2014
86%
See increase in marketing effectiveness
Source: The Direct Marketing Association76%
Mirrors the form and function of the user experience across screens
Community, brand recognition, influence amplified – let others speak for you…
Personalization, precision acquisition, intelligence and greater impact…
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 9
NATIVE MEDIAMirrors the form and function of the user experience across screens…
SOCIAL MEDIACommunity, brand recognition, influence amplified – let others speak for you…
ACCOUNT BASED
MARKETINGPersonalization, precision acquisition, intelligence and greater impact…
SCALENetwork and programmatic
approach to driving contextual scale of client-branded native
content across high- value content destinations.
AGILITYAdvanced analytics and data driving
strategies and intelligence – leading to more efficiency and effectiveness in
driving demand, advocacy and engagement
PRECISIONData driven intelligence enables
hyper-targeting, personalization, profiling and deeper buying/buyer
intelligence resulting in greater effectiveness and efficiency
FUTURE OF DATA DRIVEN MARKETING:
OPTIMIZING PERFORMANCE – HOW WE SEE THINGS
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 10
FUTURE OF DATA DRIVEN MARKETING:
NATIVE @ SCALE
• Contextual Native Web: Horizontal vs. vertical approach drives scale – a network approach to native
• Native Scale: Increase in inventory will enable deeper data targeting (native programmatic)
• Native Content: Data from publisher sites must be incorporated into native content strategies
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 11
FUTURE OF DATA DRIVEN MARKETING:
DATA ENABLED AGILITY
• Data driven content and responsiveness
• Content authenticity, humanized, visual, responsive/fluid
• Right time, right place, right message
• Data-driven demand creation
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 12
FUTURE OF DATA DRIVEN MARKETING:
ABM: DATA OPTIMIZING THE OPPORTUNITY LIFECYCLE
IDENTIFY AND TARGET
DATA SOURCES• Account IP Targeting Data Pools: D&B,
Neustar, Digital Elements, MaxMind• Account Profiling Data: Dunn &
Bradstreet• Account Activity/Behavioral Data:
VisitorTrack, Hubspot, BoomTrain, publisher site data
• User Intent Data: Eloqua• Verification Data: BANT TM
STRATEGY and TACTICS
ENGAGEMENT• Content Personalization: Quality
content creation • Optimizing Distribution/
Re-Targeting/Nurturing: Defining customized algorithms
• Personalized Content/Media Delivery: Digital Elements, BoomTrain
MEASURE AND APPLY
INTELLIGENCE• Applied Data: Account Analytics
and Reporting• Prioritization: Account/User Scoring
(Predictive Analytics)• Data Systems Integration: Sales
Force Automation/CRM and Marketing Automation Data Integration (SFDC, Eloqua, etc.)
IDG STRATEGIC MARKETING SERVICES DATA DRIVEN DIGITAL MARKETING| 13
• Content underpins everything in marketing• Quality vs. quantity is key (quantity will not be the challenge)• Data enables responsive vs. pre-determined content creation• Data drives insights beyond what you know (beyond your own
brand data)• Speed and agility in a hyper-speed world – real time data drives
more effective content• Data driven AND data distributed
FUTURE OF DATA DRIVEN MARKETING:
TURNING THE CONTENT MODEL UPSIDE DOWN
A recently leaked New York Times report showed how BuzzFeed do better in getting their content shared because they continually monitor and adjust their copy based on data feedback about what is working. The old New York Times approach of publishing and thinking that is where the work ends is dead.
INTERNATIONAL PANEL DISCUSSION:
Data Driven Digital
Marketing Perspectives
and Best Practices