Digital Marketing TrendsFive Trends to Watch in 2014

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Contents

#1 - Rise of Marketing Technologists #2 - Trust and the Social Era #3 - Advanced Marketing Analytics #4 - Marketing Agility #5 - Smarter Content Marketing

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Trend #1 Rise of Marketing Technologists !

CMOs will increase hiring of marketing technologist and marketing operations roles.

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Marketing TechnologistsCombining marketing, technology and analytics skills

• Software is growing in importance to almost every facet of marketing

• Chief Marketing Technology Officer

- A cross between the traditional Chief Marketing Officer and Chief Technology Officer roles

- Provides strategic guidance to how to best take advantage of the growing number of marketing technologies.

- Focuses on traditional technologies such as customer relationship management as well as analytics, marketing automation, mobile marketing and social media marketing

• Marketing technologists and marketing operations pros bring technology and analytics skills as well as deep marketing skills

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Pi-shaped TalentA unique blend of capabilities

Overlap

Marketing

Technology

Collaboration, Empathy, Interest in Other Disciplines, etc.

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Trend #2 Trust and the Social Era!

Businesses will invest in ways to measure and increase levels of trust with their customers.

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TrustAn essential of the Social Era

• Behavioral economists have changed the way we look at consumer buying behavior

• Marketers have learned that economic life is pervaded by culture and also depends on moral bonds of social trust

• Companies with strong brands are winning in the marketplace because they understand a simple yet profound truth: that the social capital represented by trust is just as important as physical capital.

• In the Social Era, cultivating trust is one of the most important activities that companies pursue

• Marketers must help their organizations measure and improve trust

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“What is essential is invisible to the eye.”

Antoine de Saint Exupery (Le Petit Prince)Copyright © 2013 GreenFrog. All rights reserved.

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Trend #3 Advanced Marketing Analytics !

Progressive firms will invest in predictive analytics, prospect scoring and defining customer lifetime value.

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Marketing AnalyticsMoving beyond traditional web analytics

• The world is quickly being divided into the “haves” and “have nots” of marketing analytics

• Firms that have moved toward data-driven marketing will continue to develop and advance their analytics capabilities

• In 2014, we’ll see more marketing organizations move beyond traditional web analytics and into true marketing analytics and marketing intelligence capabilities

• This will include advances in the ability to predict responses, understand customers, and quantify the lifetime value of different customer segments.

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“If we look back just ten years, the CMO’s job was 90 percent creativity and 10 percent science. I think now we’re at 50-50.”

Michael Lazerow, CMO of Salesforce Marketing Cloud

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Trend #4 Marketing Agility !

Marketing organizations will shift a greater portion of their budgets into “test and learn” and agile marketing tactics.

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AgilityOperating at the speed of the digital and social era

• Agile is a discipline picked up from software developers and it’s being applied to marketing teams. Agile teams follow core principles that shape the way they work. Those principles include:

• a bias toward action;

• responding to change;

• emphasis on collaboration (people and their interactions) and,

• iterative work cycles that deliver something of value.

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Test and LearnTesting and improving through iterative cycles

• Companies are finding that the best way to approach the integration of creativity and analytics is through agile marketing techniques

• Many are investing 30 percent or more of their marketing budgets into these types of “test and learn” tactics

• With agile marketing, teams of creative and analytics pros work together to create ideas and then use data to inform and test as they are introduced

The process pulls tasks from a backlog to be completed in short iterations.Agile Marketing Process

OverlapSentiment Analysis Used to interpret conversations on social media, blogs, and online forums

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Process Is The New BlackProcess improvement is key to data-driven success

‣ 42% of marketers say that lack of process is the top obstacle to using data insights in decision making*

‣ Opportunity exists to use process improvement methods to cut cycle times and streamline processes

‣ Integrate data-driven culture into core marketing processes

* Source: Teradata Data-Driven Marketing Survey 2013, Global

The

New Black

Agile teams report impressive resultsResults with Agile

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14

57

29

FailedChallengedSuccessful

42

49

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Waterfall Agile

Source: CHAOS Manifesto, The Standish Group (2012)

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“We want to get our culture, our agencies, and everyone thinking more like agile developers….The greatest successes for me have always come about from having small, small teams being free to move forward quickly.”

- Winston Binch, Partner and Chief Digital Officer, Deutsch LA

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Trend #5 Smarter Content Marketing !

Marketers will improve their content marketing programs by using data to target content to specific segments and evaluate content effectiveness. 

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Smarter ContentImproving the effectiveness of content marketing

* Source: Teradata Data-Driven Marketing Survey 2013, Global

• Content marketing will continue to be a focus for many marketers in 2014

• However, many will turn their attention to improving the quality of content rather than creating more and more of it

• Central to this effort will be the use of data and analytics to better target specific content and to evaluate how well each piece of content is performing

• Marketers will improve their ability to provide the right content, at the right time, via the right channels to the right customer segments

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Content is Key

"In the middle of difficulty lies opportunity"

“68% of CMOs say they are shifting budget from traditional advertising to content marketing”

Custom Content Council 2012

Significanlty IncreaseIncreaseRemain the SameDecreaseUnsure

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…but quality matters!

Quality Content

Evoke Emotions

Drive Behavior

Shape Attitudes

Delivered at the right time, via the right channel to the

right customer

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“Content marketing is all about telling a compelling story.”

Joe Pulizzi, Content Marketing Institute

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Contact Me !

@DaveBirckheadwww.davebirckhead.com