Online Marketing Trends 2014 by Dave Chaffey

5/22/2018 Online Marketing Trends 2014 by Dave Chaffey

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Digital

Marketing

2014

Where should

you focus?

7thApril 2014

Dr Dave Chaffey

SmartInsights.com

Download:

http://bit.ly/smarttrends
http://www.smartinsights.com/http://bit.ly/smarttrendshttp://bit.ly/smarttrendshttp://bit.ly/smarttrendshttp://bit.ly/smarttrendshttp://www.smartinsights.com/


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About Dave ChaffeyAbout Dave Chaffey

Author of 5 bestselling

marketing books

Responsible for CXM at

SmartInsights.com-- a

marketing advice site

with Expert members inover 50 countries using

our planning guides,

templates and online

courses to improve

results.

Insights Director @

search conversion

agency ClickThrough

Marketing
http://www.smartinsights.com/http://www.clickthrough-marketing.com/http://www.clickthrough-marketing.com/http://www.clickthrough-marketing.com/http://www.clickthrough-marketing.com/http://www.smartinsights.com/


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Which tactic will give your

business the biggest

commercial benefits in 2014?

1. Content marketing

2. Conversion rate optimisation 3. Mobile marketing

4. Search marketing (SEO and PPC)

5. Social media marketing


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9http://bit.ly/smartgraphics

22 Trends and recommendations structured around RACE Planning
http://bit.ly/smartgraphicshttp://bit.ly/smartgraphicshttp://bit.ly/smartgraphics


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D d d fi d di it l


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Do you need a defined digital

strategy or plan?


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Strategy: a tale of two airlines

Source: Corporate site pages 2012/2013


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Show your commitment to digital Digital by Default

Digital DNA

Digital First

Digital by Design

A i i f i t


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16Dell Analytics case study

A vision for improvement

processes
http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/


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Trend 1: Defining Future vision of Modern or Integrated Marketing

PLAN

PLAN


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1. Digital marketing is Marketing

2. You need a strategy

3. Measurement and optimisationto improve commercial results

are the foundation

4. Joined-up customer-centred

marketing is essential

5. Keep communications human

6. Be agile

7. Inbound marketing trumps

outbound marketing

8. Engagement is the real challenge

9. Think Global, Act Local

10. Markets are conversations

1. Strategy

2. Commercial

3. Customer Experience 4. Integration

5. Brand

6. Data

7. Personalisation

8. Technology

9. Content

10. Social

11. Character

2011 2013PLAN

PLAN


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Example of Ishikawa or Fishbone diagramGrowth Hacking post

PLAN

Trend 2: Managing performance drivers through growth hacking
http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-success-mapping/http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/learn-growth-hacking/http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/learn-growth-hacking/http://www.smartinsights.com/ecommerce/ecommerce-strategy/ecommerce-success-mapping/


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PLAN


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Trend 3: CXM: Investment in Marketing

Personas and touchpoint mapping

Source:

Richard Sedley

http://bit.ly/smartpersonas

PLAN
http://bit.ly/smartpersonashttp://bit.ly/smartpersonashttp://bit.ly/smartpersonas


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What is Customer Experience

Management?

Source: As defined by Forrester in 2011

T h i P &
http://blogs.forrester.com/brian_walker/11-08-10-cxm_solutions_visible_on_the_not_so_distant_horizonhttp://blogs.forrester.com/brian_walker/11-08-10-cxm_solutions_visible_on_the_not_so_distant_horizon


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Technique: Personas &

Customer journey mapping

Source: Boston Consulting Group
https://www.bcgperspectives.com/content/articles/retail_digital_economy_omnichannel_opportunity_retailers/https://www.bcgperspectives.com/content/articles/retail_digital_economy_omnichannel_opportunity_retailers/


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Mental / content model mapping.

A simpler retail example from a presentation on customer-centric retailby Richard Sedley and AmandaSquires from Seren

Customer persona toolkit: http://bit.ly/smartpersonas

Vote!
http://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontlinehttp://bit.ly/smartpersonashttp://bit.ly/smartpersonashttp://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontlinehttp://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontlinehttp://www.slideshare.net/richardsedley/customer-centric-retail-nine-lessons-from-the-digital-frontline


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Do you have a person

or team RESPONSIBLEFOR CXM?

Vote!


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http://www.youtube.com/watch?v=VRYbpfrrxbg

PLAN
http://www.youtube.com/watch?v=VRYbpfrrxbghttp://www.youtube.com/watch?v=VRYbpfrrxbghttp://www.youtube.com/watch?v=VRYbpfrrxbg


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Trend 4: Investment in Brand OVP/YouTility

Audience use ofdigital and socialmedia > Personas

Commercial goals >

Customerengagement

> OVP

> Marketing Mix

BrandedContent Marketing

Strategy

Integrated

MarketingCommunications

Strategy

IntegratedDigital platform

tactics and tools

OVP= Online Value Proposition

= Brand Adding Value to Audience Helpme do my job / live my life

Helpme develop / learn

HelpMake me look good

Help Entertain Me!

Helpme Select and Use Products

http://bit.ly/smartovp

PLAN
http://bit.ly/smartovphttp://bit.ly/smartovphttp://bit.ly/smartovp


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Improving Reach

Key Trends

Increased micro-targeting options

Mobile targeting Engagement through Visual Apps

Quality SEO signals

Wh t t ff ti f


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Whats most effective for

Acquisition?

Source: Smart Insights DMA Research

REACH
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-customer-acquisition-costs-2014/http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/b2c-customer-acquisition-costs-2014/


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Selecting the best communications mix

REACH

REACH


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Q. Which media work best for you?

REACH

REACH


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REACH

Trend 5: Increased in paid, owned, earned media targetingEffectiveness (potential sales volume)

Inv

estment(resource

needed)

SEO

Long Tail

AdWords

Remarketing

Facebook

custom audiences

AdWordsGeneric

Social

amplification

Media related

PR

InfluencerPR Integrated

content

campaigns

Blog

marketing

SponsoredTweets

Instagram

FBX

Retargeting

FacebookPromoted Posts

LinkedIn

Promoted Posts

Tip: Review Display Network and

Remarketing options

AdWords

TailAdWords

PLA

AdWords

Mobile

(Enhanced campaigns)

SEO

Generic

REACH


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Trend 6: Use of attribution to assess media effectiveness

Recommendation:

Use Googles

Multichannel

Funnelsand

Attribution Models to

report effective

touchpoints

REACH


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Trend 7. Mobile user online ad investment


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Trend 8. Engagement through visual apps + content

Source: http://bit.ly/smartstatistics
http://bit.ly/smartstatisticshttp://bit.ly/smartstatistics


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Jeff Bezos on

Shiny Objects

"There are always shiny

things.

A company shouldnt get

addicted to being shiny,

because shiny doesnt

last.

You really want something

thats much deeper-keeled. You want your

customers to value your

service.

Wired Interview
http://www.wired.com/magazine/2011/11/ff_bezos/all/1http://www.wired.com/magazine/2011/11/ff_bezos/all/1


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SEO Trends? 1. Contentrequires depth

and detail Epic/Nuclear

2. Different types of content

give traction

3. Author authority and social

signals matters 4. Links remain critical, but

bar for quality keeps going

up.

5. Diverse anchor text

needed after Penguin

6. Great design matters

7. Guest posting comes

under increased scrutiny

8. Social continues to exert

a powerful influence

9. Mobile performance andcompatibility matter

10. SEO is less tactics,

more strategy

Source: Search Engine Journal, MoZ ranking factors

Trend 9. SEO Signals = Content, author and outreach quality
http://www.searchenginejournal.com/10-seo-industry-trends-a-look-at-whats-ahead-for-seo-in-2013-2014/65157/http://moz.com/article/search-ranking-factorshttp://moz.com/article/search-ranking-factorshttp://moz.com/article/search-ranking-factorshttp://moz.com/article/search-ranking-factorshttp://www.searchenginejournal.com/10-seo-industry-trends-a-look-at-whats-ahead-for-seo-in-2013-2014/65157/


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Increasing InterACTion

Key trends

Interactive content marketing

Investment in outreach

Immersive-responsive landing pages


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Growth example: ASOS.com


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Using content to drive growth B2C


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Using content to drive growthB2C

The Content marketing /


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The Content marketing /

engagement challenge

Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.

C it i ?
http://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-delugehttp://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge


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Trend 10. Evaluation of content and

social media marketing investments

Criteria?

Rev/visit

Demand+

lead gen

Amplify

Brand fit

SEO Longevity


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Matrix

Presentation title Author's name 17 July, 2014 Confidential

http://bit.ly/smartercontent
http://bit.ly/smartswothttp://bit.ly/smartswothttp://bit.ly/smartswot


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http://bit.ly/smarthealthchecTrend 11. Interactive content marketing
http://bit.ly/smarthealthcheckhttp://bit.ly/smarthealthcheckhttp://bit.ly/smarthealthcheck


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Trend 12. Investment in Outreach and Partnershiphttp://bit.ly/smartoutreac

http://traackr.com/faces-of-influence/

ACT
http://bit.ly/smartoutreachhttp://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://traackr.com/faces-of-influence/http://bit.ly/smartoutreachhttp://bit.ly/smartoutreach


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Trend 13. More immersive landing pages


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https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp
https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsphttps://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsphttps://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsphttps://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp


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Increasing Conversion

Key trends

Evolutionary site design / growth hacking

Mobile CRO Improvements to Universal Analytics


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Trend 14: Evolutionary site design

Source: Chris Goward - WiderFunnel

International CRO at ASOS com


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International CRO at ASOS.com


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Bps = basis points 1/100thof a %


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Trend 15: Mobile CRO

Recommendation: Review leads, sales from different device, resolution Advanced Segments

Browse vs. purchase


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The challenge of Mobile CRO

0%

20%

40%

60%

80%

100%

120%

Store Website msite Apps

Browse vs. purchasechannels

Browse

Purchase

88% Debenhams customers use mobile to browse vs. 12% purchase

Vision on Left


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Vision on Left

In place 2014:

Universal Analytics giving:

Data importMeasurement Protocol Cross-device tracking

Advanced Segments

Updates e.g. cohorts

Improvements to customreport dashboards

Attribution modeling now

mainstream

Trend 16: Deeper use of analytics


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Source: Occams Razor Avinash Kaushik
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/


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Improving Engagement

Key trends

Customer satisfaction and feedback

Social media marketing Engaging Email marketing

Wearable computing and lifelogging


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Trend 17: Customer feedback tools mainstream

http://bit.ly/smartfeedback
http://bit.ly/smartfeedbackhttp://bit.ly/smartfeedback


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Trend 18: Integration through Social CRM


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Trend 17: Mobile email popularity


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Location: Published / Surveyed: Sample: Source:

Original source:

Worldwide July 2013

Feb 2012-June 2013

Collected from 250 million

email opensLitmus

% Email Opens across desktop and mobile

Litmus blog
https://litmus.com/blog/mobile-opens-hit-44-and-outlook-com-takes-a-divehttps://litmus.com/blog/mobile-opens-hit-44-and-outlook-com-takes-a-dive


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Trend 20: Behavioural email gets serious!


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ReviewCustomer

Lifecycle

Touchpoints

:Halfordscase study
http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/http://www.smartinsights.com/email-marketing/email-communications-strategy/key-principles-for-email-marketing-illustrated-by-2-email-marketing-case-studies/


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Trend 21: Email testing increases in sophistication

Source: Philips presenting on PlantoEngage.com

Using event-triggered emails


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Marketing Automation / Re-marketing example

1. Generic branded follow-upemail :+10% conversion rate.

2. Personalised remarketingemail with a promotional code

for a 5% discount time limitedto 72 hours:+100% conversion rate.

3. Personalised remarketingemail with a promotional code

for a 5% discount time limitedto 48 hours:+200% conversion rate.

Source: Smart Insights: Email re-marketing

http://bit.ly/smarteremail
http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/http://bit.ly/smarteremailhttp://bit.ly/smarteremailhttp://bit.ly/smarteremailhttp://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/


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Trend 21: Leaders blend responsive design + content + relevance

Source: Econsultancy
http://econsultancy.com/uk/blog/63300-why-manchester-city-s-emails-are-premier-league-qualityhttp://econsultancy.com/uk/blog/63300-why-manchester-city-s-emails-are-premier-league-quality


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Trend 22: Wearable tech and lifelogging


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Lets Connect!Questions & discussion welcome


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Questions & discussion welcome

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Online Marketing Trends 2014 by Dave Chaffey