10 Digital Marketing Trends covering different tools to help digital marketers in 2015. Presented by Dave Chaffey at the Smart Insights Digital Impact conference.

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Digital Marketing Trends 2015
Tools and techniques to grow your business
Dr Dave Chaffey. SmartInsights.com
Presented at the Smart Insights Digital Impact Conference, September 2014

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What
does
the
future
hold
for
digital
marketers?

3. 3

4. 4

5. 5
Results from 600+ votes in our 2015
trends poll – thanks if you took part!
See post 2015 Digital Marketing trends for discussion of 30 digital marketing tools

6. 6
Source: Ogilvy, TNS and Google Path to Purpose July 2014
Content
Marketing
Content
Marketing
Content
Marketing

7. Digital Natives − Gen C are now mainstream
7
Generation C’s members are ‘digital
natives’ who are always connected,
communicating, computerised,
community-orientated and always
clicking. In general, they are realists
and materialists as well as being
culturally liberal, politically progressive
and upwardly mobile.
They own a plethora of devices
including smartphones, tablets, laptops
and smartTVs which are regularly
updated and replaced. Our research
found that two thirds purchase a new
gadget every year, with nearly 80%
admitting to buying the latest model
even when the old one still works.
Source: Infomentum: Generation C. June 2014
https://www.youtube.com/watch?v=-4eZjhzFw8c

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How will technology support marketing in 2015?
Source: Smart Insights Gartner Hype Cycle review

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~950 companies

10. 10
Marketing Backbone Platforms

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Marketing Backbone Platforms

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#1 Content curation
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study
Example services:
 Percolate
 Curata
 Kapost

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#2: Content recommendation
personalisation, retargeting and
effectiveness review
Example services:
 Idio
 Monetate
 Demandbase

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#3: Content distribution
Example services:
 Hootsuite
 Sendible
 Oktopost
 GaggleAmp

15. Example services:
#4: Integrated SEO, Content and Social media management?
15
 Moz
 RavenTools
 AnalyticsSEO
Source:
Analytics SEO

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#5: API service integration and Hubs
Example services:
 Marketo
 Act-on
 Salesforce/Exact Target

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Understanding consumer preferences and behaviours in
2015
The continued rise of the YouTuber
Source: Channel Page video Broker

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Source: Ogilvy, TNS and Google Path to Purpose July 2014

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Social referral % from social networks by sector
Location: Published / Surveyed: Sample: Source:
Global Q1 2014 Global users from Site catalyst
Original source:
tagged sites
Adobe
Adobe Social Intelligence report
From Smart Insights Marketing Statistics compilation Q2 2014
New
A social media backlash in 2015?

20. Example services:
 Kissmetrics
 Mixpanel
 Ecommera
20
Engagement analysis:
Individual user: Kissmetrics
Cohort analysis:
Groups of users: Kissmetrics
#6: User Engagement and value optimisation

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Building intelligence into analytics
n Searches
% Brand
Reach
Awareness
and visits
E.G. RACE dashboard KPIs
Volume Quality Value
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value

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Coming soon – the Smart Insights
RACE Digital Marketing Dashboard
#7: Actionable Analytics and intelligence
Example services:
 GA Intelligence
 Quill Engage
 Smart Insights
Source:
SmartInsights.com

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Example CRO
testing services:
#8: From Conversion Optimization to Experience
Optimization
 Unbounce
 Optimizely
 Visual Website
Optimizer
Example Experience
Management services:
 Adobe Experience
Manager
 EPiServer
 Sitecore
Source: Boston Consulting Group

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#9: Digital Channel Sales Optimisation
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014

25. Example services:
 Google Glass
 Apple Watch
 Facebook Rift
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#10: Wearables, Augmented and Virtual reality

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81% of large organizations have the equivalent of
a chief marketing technologist
Source: Gartner - HBR July-August 2014

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81% of large organizations have the equivalent of
a chief marketing technologist

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Thank you
All the best for your journey in 2015!
Source: 7 Steps to Digital Transformation Infographic