This presentation provides a concise snapshot about what's trending within established digital channels, such as search and email, but more importantly looks at new and upcoming areas such as social media, mobile and augmented reality.
It was originally a client-side presentation during August 2010 and includes Econsultancy research, charts and diagrams, as well as those from other third-party sources.
Topics explored include:
* The state of media
* The state of marketing
* Planning and organising in a shifting landscape
* Mobile
* Social media
* Micropayments
* Collaboration and content distribution
* Augmented reality
* Search
* Acquisition
* Email
* ROI and measurement
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What's-trending-in-digital-marketing
1. What’s trending in Digital
Marketing?
Peter Abraham, Director
Econsultancy
peter.abraham@econsultancy.com
2. What we’ll cover
• About us
• What’s not trending
• What is trending
• A look to the future, next 3 years... ooh exciting!
3. Econsultancy - for those who don’t
know us...
We’re a publisher - “gee, media huh, must be in trouble?” er, no!
Founded 1999, multi-award winning, 90,000 members, for
professionals working in digital marketing / e-commerce. Focus on
best practice, education, what works / what doesn’t, improving ROI
from digital channels. We’ve trained more people in ‘digital’ than
any other company or organisation up to Masters MSc.
We trended early, but then we should’ve shouldn’t we?
Free to paid - 2003 - ‘Freemium’ - some free main paid
We like to experiment with our business - Twitter on homepage
We’ve got big ears, we always listen first, answer second
‘Really’ listen to your customers, it’s been great for us!
5. What’s not trending
Your website - ‘Uh oh”
Shouting messages at your customers - Mass media
- “sort of... old fashioned, so yesterday”
Paying for stuff you don't use 100% of - “apps/
micropayments offer cheap new ways to use just
what you need”
Silos and walled gardens (portals) - “some can, but
for how much longer?”
Individuals as knowledge holders - “think mass”
Gate-keepers - “except those in video games”
7. Internet, technology and mobile has
changed our world
To reach an audience of 50m took:
Radio 50 years
TV 30 years
Internet 4 years
iPod 3 years
Twitter 2 years
We’re now always on, better connected, informed!
We’re now used to FREE and OPEN
Users assist in both rise and fall of mass reach in short
timeframe. Power to the people.
8. We’ve become the
“I want/need it now culture”
Kids under 20 think the internet’s always been here!
Instant access, instant gratification
Wherever I am
24/7
Don’t make me think (read Steve Krug)
We went from fixed to free, very quickly!
Humans are lazy, but you can Help ME help
MYSELF
9. Internet becoming a
necessity.
Broadband internet last
thing to go in
consumer survey
Source: Mobile Internet Report - Morgan Stanley
10. Mobile outpaces
Desktop PC
Internet adoption.
Source: Mobile Internet Report - Morgan Stanley
11. Loss of Mass Media efficiency
It needs to be more personal stupid
14. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
15. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
16. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
17. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
– Word of mouth still the most effective form of
marketing so peer-to-peer endorsement the best
18. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
– Word of mouth still the most effective form of
marketing so peer-to-peer endorsement the best
– Ad skipping technologies (online, TV etc.) mean
bought media not being seen
19. You have to earn it!
“Earned media” is becoming more effective than
“bought media”
– Usually cheaper to create
– Distribution online is “free”
– Word of mouth still the most effective form of
marketing so peer-to-peer endorsement the best
– Ad skipping technologies (online, TV etc.) mean
bought media not being seen
– Earned media = attention = action= links = SEO =
ROI/ROA
23. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
24. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
25. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
26. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
Apps and Micropayments
27. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
Apps and Micropayments
Collaboration and distributed content
28. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
Apps and Micropayments
Collaboration and distributed content
Engaging and sharing
29. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
Apps and Micropayments
Collaboration and distributed content
Engaging and sharing
Cloud vs Cached (and both together)
30. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
Apps and Micropayments
Collaboration and distributed content
Engaging and sharing
Cloud vs Cached (and both together)
Micro media - more personal interaction
31. What’s trending?
Mobile web
Social media, Social media, Social media, Social...
Local
It's about me (and possibly me as a brand)
Apps and Micropayments
Collaboration and distributed content
Engaging and sharing
Cloud vs Cached (and both together)
Micro media - more personal interaction
Layered content and APIs (Augmented reality)
32. The here and now...
what we can measure
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| Course Title
36. Don’t forget...
Search still dominates
Email still effective
Customers will tell you what’s good/useful for them
37. Don’t forget...
Search still dominates
Email still effective
Customers will tell you what’s good/useful for them
Attention - harder to achieve as we move forward
38. Don’t forget...
Search still dominates
Email still effective
Customers will tell you what’s good/useful for them
Attention - harder to achieve as we move forward
‘Joined up’ marketing is the new 800lb ‘guerilla’ in
the room (think Guerilla not Gorilla tactics)
39. ROI of Digital Channels
Source: Email Marketing Census 2009/2010: in association with Adestra (ESP): Econsultancy.com
40. Email and SEO
best ROI
ROI of Digital Channels PPC Down 9%
Social up 4%
Mobile up 7%
Source: Email Marketing Census 2009/2010: in association with Adestra (ESP): Econsultancy.com
42. Search
Bigger and smaller
Most companies are spending too much - PPC
Images, sounds, video, social content, maps,
augmentations, etc. - SEO
Facebook search opens up? - Social/SEO
43. Search still key but social gaining
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
44. Search still key but social gaining
Google: 88 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
45. Search still key but social gaining
Google: 88 billion per month
Twitter: 19 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
46. Search still key but social gaining
Google: 88 billion per month
Twitter: 19 billion per month
Yahoo: 9.4 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
47. Search still key but social gaining
Google: 88 billion per month
Twitter: 19 billion per month
Yahoo: 9.4 billion per month
Bing: 4.1 billion per month
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
48. Search still key but social gaining
Google: 88 billion per month
Twitter: 19 billion per month
Yahoo: 9.4 billion per month
Bing: 4.1 billion per month
Facebook?
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
49. Search still key but social gaining
Google: 88 billion per month
Twitter: 19 billion per month
Yahoo: 9.4 billion per month
Bing: 4.1 billion per month
Facebook?
YouTube - next biggest search engine?
Source: http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
50. SEO success metrics
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Source:Econsultancy-UK-search-engine-marketing-benchmark-report-2009-1.pdf
51. Company objectives via SEO
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
52. PPC success metrics
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
53. Company objectives via PPC
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
54. Keyword price changes elevate
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
55. Company objectives via
SoMe (Social Media)
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
56. Budget shifts to search
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Source:Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
58. Email effective ROI of Digital Channels
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Source: Econsultancy / Adestra Email Marketing Census 2010 http://econsultancy.com/reports/email-census
59. Email may be getting MORE relevant
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Source: How We Shop in 2010: Habits and Motivates of Consumers http://econsultancy.com/reports/habits-and-motivations-of-consumers
60. Use Email in a joined up way
Drive usage of other channels, Engage, Educate and
Entertain!
Examples...
61. Self service - announce other
channels available
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62. More self service...reminders
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Gives you an excuse to bring them back
63. Mobile - sms alert in email
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Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf
74. Global
Social Networking
websites = 830m users
+20% YoY 10/09
Source: Mobile Internet Report - Morgan Stanley
75. Which of the following business objectives does
your organisation value the most - SoMe?
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Source: Econsultancy / OMS Value of Social Media Report
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77. Which business objectives do you as a company
try to impact through SoMe activity?
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78. Which business objectives do you as a company
try to impact through SoMe activity?
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• Social media is typically used to impact softer brand-related business objectives.
79. Which business objectives do you as a company
try to impact through SoMe activity?
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• Social media is typically used to impact softer brand-related business objectives.
• Companies are most likely to try to impact increased traffic through social media,
though traffic is not among the most valued business goals (previous slide).
80. Value by involvement in social media
• “You only get what you put in” – companies getting the most value out of social media
are heavily involved in the medium.
• Only 1% of companies who are heavily involved in social media say that they have
gained no real value from the channel.
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Source: Econsultancy / bigmouthmedia Social Media and Online PR Report
81. Social media sites used for marketing
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report
82. Social media sites used for marketing
Still about
reach though
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report
83. SoMe spend year on year
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report
84. Gross billings attributable to SoMe
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report
85. Social sites used by companies in
2010
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Source: Econsultancy / Guava UK Search Marketing Benchmark Report
86. Social sites used by companies in
2009
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Source: SEMPO State of Search Engine Marketing Report 2010 http://econsultancy.com/reports/sempo-state-of-search
87. Greatest challenges for manage SoMe
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Source: Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
88. SoMe success metrics - client view
Source: Econsultancy / SEMPO State of Search Report 2010 http://econsultancy.com/reports/sempo-state-of-search
89. Possible benefits to your organisation
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90. So how do you measure this stuff?
Still in it’s infancy
92. 1.19 Billion
(or 35% of global workforce)
Will be mobile
by 2013
Source: Sean Ryan, research analyst for IDC's Mobile Enterprise group.
93. …the new rule
is ‘Mobile First’
in everything…
Source: Google
94. 150 million users
accessing
Facebook on
mobile devices.
Source: http://www.facebook.com/press/info.php?statistics
95. Mobile to pass PC
as the main way to
access the web –
by 2013?
Source: Gartner Research
96. Mobile web becoming platform of choice
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97. Consumers expect transparency
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98. Mobile search is important
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99. A look to the future...
3 years+
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100. What else can we expect?
• Virtual currency as an add-on to micro-payments - HubCulture
• Triggered alerts to multiple devices based on time, location,
history, usage,
• Data points/motion censors collecting info about you constantly
• Your data in exchange for *benefits* or *doing stuff* that’s not
seen as openly promotional
• Asking extended networks for advice
• More distributed and decentralised
• Your data transferable - streaming or dumped intelligently
depending on on time, location, history, usage,
• New behaviour due to exposure to tools and new ways of getting
stuff (done)
• We’ll always be in Beta!
• Filters - to reduce info overload - personalisation is the key
• Micro - Revenue sharing
• Multi-tasking through automation - touch, location, text and voice
• ...What will you be doing?
101. User generated info in augmented reality
share what you know
Source: This links to video on web: http://www.youtube.com/watch?v=Y4MfQ8xehME&feature=related
102. Even more saturation
Source: This links to video on web: http://www.youtube.com/watch?v=fSfKlCmYcLc&feature=related
103. Thanks for your time
...why not Email your questions to me:
peter.abraham@econsultancy.com
Good resources check the sources (links on slides) or
visit Econsultancy.com.
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