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DIGITAL MARKETING TRENDS AND INSIGHTS
Melissa Chetty | Head of Digital Marketing
The Landscape
Out of our total population of about 54 Million people, 24.9 million are active internet users, 11.8 are active on social media, and 10.6 million are active on mobile social media. Note how many mobile connections there are compared to the population – how many devices do you have?
The Landscape
Whatsapp is still dominating the top social platforms in South Africa.
Top Trends and Insights
• Content Marketing• Big Data• Next Generation Social Networks• Social Commerce• The Age of Relevance• Customer Experience• Hyper-local Mobile Marketing• Wearables• Sharing Economy
Content Marketing
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” - CMI
Institute
Content Marketing
Content Marketing moves from buzzword
to a specialised, insight-driven marketing tool and is still the most
commercially important Digital Marketing trend
of the year.
Source: SmartInsights.com
Big Data Actionable Insights
“Data has become such a powerful force in marketing that it can no longer be left up to analysts to capture and analyze every piece of information.
Data is becoming essential to every marketing role, making it necessary for everyone to have a hand in analytics. In 2015, data analytics will increasingly become more user-friendly so that every marketer on your team will be able to, on some level, analyze the results of their marketing efforts.”
~Business2Community.com
Next Generation Social Networks
Consumers have more social network choice – from Snapchat, Whatsapp, WeChat to Tinder and Telegram. How do we join the conversation?
Next Generation Social Networks
Marriott Hotels is the first hotel brand on Snapchat, reaching the next generation traveller with an influencer-led content strategy.
“The majority of brands are using Snapchat to push out ads, we’re actually partnering with influencers to co-create content” ~ David Beebe – Marriott Hotels
Social Commerce
Shopping on Instagram? Why not. It’s the equivalent of going to the malls with your friends…
“Think Amazon meets Facebook, with executions like one-click ordering from Instagram. It appears this generation of shoppers prefers to do it with their friends for recommendations and reviews. No surprise compared to the offline analog of going to the mall with your friends.” ~ George Deeb (Forbes).
Social Commerce
Estimated global social commerce revenue is projected to grow to 30 billion U.S. dollars in 2015
A prognosis for worldwide social commerce revenue from 2011 to 2015. In 2014, the estimated global social commerce revenue is projected to amount to 20 billion U.S. dollars and grow to 30 billion U.S. dollars in 2015.
The Age of Relevance
“Where engagements must be meaningful, attention is won by relevance & insight is the new currency.” - Idio.com
Idio is a new generation Content Recommendation, Personalisation, Retargeting and Effectiveness Review Tool.
The Customer-centric Experience
Brands are shifting focus from customer
conversion to customer experience.
Customer-centric Experience
Smart brands will be brave enough to be honest about product limitations, and to confront common customer pain points.
We’ll also be seeing brands opening up this year, becoming honest and more transparent about product limitations and customer pain points – this is a great opportunity to innovate and partner with other companies.
Ebay recently launched a “Click and Collect service” to answer the growing issues surrounding postal delivery delays, theft etc. Customers can simply purchase and choose to pick up their products at a nearby supermarket chain.
Hyperlocal Mobile Targeting
“Onsite discovery or communication, in-the-aisle shopping offers, and iBeacons are tracking mobile users every step of the way. Scary to some, but very useful and relevant to others.” – George Deeb (Forbes)
On The Radar
Wearables and Shared Economy in your
marketing strategy
Wearables – for Marketing?
YES. Think hyper local, integrated, highly engaged, real time and so in-tune we’ll be able to track your online purchases, browsing and in-store reactions to products at first glance. This could get really
creepy though…
Wearables – for Marketing?
“Wearable technology is widely forecast to be one of the most disruptive technology developments since the smartphone. But that disruption is likely to happen much quicker than was the case with mobile.
The adoption curve of new technologies is getting increasingly fast and wearable technology rides on the back of the trends of mobile, Internet of Things (IoT), big data and cloud computing.” ~ A Marketer's Guide to Wearable Technology (eConsultancy.com)
Sharing Economy & MicrojobsAirbnb and Uber let individuals act as an ad hoc taxi service, car-hire firm or boutique hotel as and when it suits them. But what does this mean for marketing?
“The sharing economy is the latest example of the internet’s value to consumers. This emerging model is now big and disruptive enough for regulators and companies to have woken up to it. That is a sign of its immense potential. It is time to start caring about sharing.”
~ The Economist
Sharing Economy & Microjobs
Microjob platforms such M4JAM offer a new, creative opportunities for marketers to tap into.
“The M4JAM platform connects brands and communities. From market research to brand activation, social investment, research and auditing, our growing community of Jobbers are here to help your brand get ahead. Not only do you get the job done; you also get to engage with the person that completes your job.” ~ M4Jam.com
In Summary
Digital marketing is becoming more integrated and connected. This year is all about authentic, unified digital experiences, story telling, exceptional customer service, relationships, connections and big insights instead of big data.
