A research study conducted by Q2 Insights in early 2017 with Marketing Leaders (Chief Marketing Officers and Vice Presidents of Marketing) revealed a number of trends in marketing. The one that is top-of-mind for most marketing leaders is digital marketing. During this webinar, Kirsty Nunez will talk about digital trends in marketing, data and analytics based on interviews with marketing executives from companies such as HP, IBM, Qualcomm, WD-40, and Jack in the Box. Digital marketing trends that will be covered in this webinar include: · Mapping and analyzing every touchpoint in the customer’s digital journey to create clear and concise content tailored to both the online and mobile user · Connecting digital customer journey touchpoints with in-person experiences (e.g., online ordering with same day in-store pick-up or making reservations online) · Being customer focused with an emphasis on responding to customer need states · Using micro targeting for digital communications · Personalizing digital content to give brands a more human feel · Engaging in cutting edge digital initiatives such as cognitive intelligence/artificial Intelligence to further humanize the digital experience. · Working to engage customers on an emotional level, avoiding the hard sell The increase in digital marketing is fueling a trend around data-driven decision making. This webinar will also cover digital data and analytics topics including: Usage tracking Behavior analysis Real-time dashboard reporting Programmatic media

1. Digital Trends in Marketing, Data and Analytics:
Webinar
December 12, 2017

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2017 STATE OF MARKETING STUDY

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Q2 Insights, a San Diego-based marketing research and innovation consultancy conducted a Qualitative Research study on the State of Marketing in
the U.S. from the San Diego perspective. Thirty-minute interviews were conducted with 38 high-profile corporate marketing executives from a broad
spectrum of 32 small, medium and large B2C and B2B organizations during March to June 2017.
Categories that participated in the study included some of the larger industry groups in San Diego including:
2017 is first year of a multi-year research study designed to understand marketing best practices and trends. The study will expand in depth and
breadth in the coming years. The report for this study describes the state of marketing today as well as inspiring marketing practices and trends in
marketing.
B2C B2B B2C and B2B
Arts and Culture
Sports, Recreation, Lifestyle
Tourism & Hospitality
Health & Wellness
Food & Beverage
Technology
Life Sciences
Research & Education
Industrial Products
Government & Community
2017 State of Marketing Study

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Participating Organizations
B2C B2B B2C / B2B
Art & Culture Food & Beverage Health & Wellness Technology Life Sciences Industrial Products
Tourism & Hospitality
Sports, Recreation &
Lifestyle
Government &
Community
Technology

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In 2017, the overarching objectives of this project were to understand:
Trends in Marketing
The Evolving Role of the CMO
Branding Strategies
Marketing Strategies
Media Strategies
Marketing Return on Investment (ROI)
Use of Marketing Research
Marketing Department Structure
In-House Versus Agency Resources
Marketing Budgets
Research Objectives

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DIGITAL TRANSFORMATION

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Digital Transformation
 Organizations are desperately trying to keep up with the digital revolution that is not only changing the tools used for marketing but is
transforming business infrastructure in terms of structures, processes, workflow and decision making.
 While marketing tends to focus on the transformation of marketing communications, social media, and big data, the c-suite is focused
on larger issues such as survival, change, and the competitive environment.
 Companies are evolving to have a focus on information and services rather than products.
 And what was formerly one-way communication is now two-way with customers taking control.

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Impact of the Digital Age on Marketing
Use of digital marketing continues to grow and impact marketing department structure, budget, data analytics and ROI.
Marketing Mix
Marketing Structure
High-level digital strategy tends
to remain in-house while
execution is often outsourced.
Some organizations intend to
add more digital marketing
experts in-house in the next
fiscal year.
Data Analytics
The ease of tracking and
analyzing results of digital
marketing means organizations
can better understand their
customer base and target their
core audience more effectively.
Return on Investment (ROI)
While there is agreement that
digital marketing is incredibly
important in terms of ROI
because it is cost effective and
easy to track, there is some
concern that digital marketing
gets credit for the impact of
traditional tactics in attribution
analysis.
Budget
Digital marketing budgets
continue to increase, with some
shift from traditional, such as
television, to digital.

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STAYING AHEAD OF THE CURVE

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Staying Ahead of the Curve in Digital Transformation
Marketing leaders outlined four pivotal practices they use to stay ahead of the curve in digital transformation.

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Shifting From Product Marketing to Information Marketing
 Organizations are focusing less on the products they sell and more on the services associated with their products.
o Campaigns focus less on the technical specifications of the product and rational benefits and more on the emotional benefits
associated with how the company and their products will improve the consumers’ lives as well as the environment and
communities in which customers live.
 Companies are communicating with consumers about topics the consumers truly care about and thereby building stronger relationships
and brand loyalty.
o The Life Sciences industry representatives reported how their products have changed peoples’ lives.
o Food & Beverage industry representatives point to organic, ethically sourced products.
 Even B2B companies that have little to no connection with the end consumers, but instead work with intermediary firms, are realizing
that they are still dealing with people on the other side of their transactions.
o Many B2B companies are starting to produce content to build stronger relationships with their end users and other interested
parties.

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Automation and Digitization are Changing Structures, Processes and Workflows
― Automation is making it easier to have continuous
communication by tracking what is working in real-time
and making immediate adjustments, rather than waiting
for reports at the end of the cycle.
― This process is creating a more personalized experience for
the consumer as companies have more tools available to
understand consumer needs.

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Interaction, Engagement and Shared Content
Organizations are losing control of their content to consumers. As companies reap the benefit of free communication and interaction
through social media platforms, they also face the consequence of consumers being co-editors of content.
Many, especially large corporations, are looking at this as an opportunity to become more approachable by allowing a safe space for
person-to-person (P2P) conversations to take place.
― Health & Wellness industry representatives described having dedicated teams monitoring social media and responding to any concerns
patients have while also posting the latest updates on medical or related news.
― The Sports & Recreation industry uses temporary staff during events to handle the high traffic on social media requests. There is also a
rise in “company ambassadors” who are consumers that act as company advocates on social media and answer other consumers
questions.
Consumers are being included more in the decision making process which helps organizations verify that they are moving in the right
direction. Organizations facilitate development of content by consumers through:
― Setting up platforms that allow the public to interact with them.
― Use of Snapchat, mobile apps and live scoreboards at sports events to enable and encourage customers to share their stories with
secondary and tertiary audiences.

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Social Media
 Social media is increasingly used as an indication of performance. By tracking customers positive and negative comments, the number
of likes compared to competition, and the level of engagement with the brand, companies are able to benchmark themselves within the
industry.
 Many of the companies in the study have emphasized the importance of finding the most suitable platform for their industry. Some also
mentioned the importance of focusing on the most valuable platforms and not getting distracted by the constantly changing popularity
of different platforms.

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DIGITAL TRENDS

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Digital Trends
Of all the trends in
marketing, the one that
is top-of-mind for most
marketing leaders is
digital marketing

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Digital Customer Experience
There are challenges in creating a relevant, unique and personalized digital customer experience in a manner that helps customers prioritize the
content they receive.
Key approaches marketing leaders use to manage the digital revolution include:
Being customer focused in all aspects of digital marketing with a focus on
responding to customer need states
Mapping and analyzing every touchpoint in the customer’s digital
journey to create clear and concise content tailored to both the online
and mobile user
Connecting digital customer journey touchpoints with in-person
experiences (e.g., online ordering with same day in-store pick-up or
making reservations online)
Using micro-targeting for digital communications
Personalizing digital content to give brands a more human feel. Executive
level engagement on social media (e.g., non-managed tweeting) is
beneficial to achieve this
Engaging in cutting edge digital initiatives such as cognitive
intelligence/artificial Intelligence to further humanize the digital
experience
Working to engage customers on an emotional level, avoiding the hard
sell

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Content
 Compelling storytelling is trending across B2C and B2B categories. Stories told by community influencers and the general population are
strong change makers. B2B organizations are increasingly telling stories about ways in which the company contributes to the greater
good through societal and environmental improvements in an effort to relate with consumers on an emotional level.
 B2B firms often work with a number of intermediary firms and not the end consumer. While these organizations may not implement
marketing tactics traditionally targeted to end consumers, developing content for social media is important because users are
interested in following B2B brands on social media and consuming content regarding their needs.
― Thought leadership content is frequently used by both B2C and B2B organizations to present themselves as leaders in an industry.
Blogging and white papers are leading channels used to push thought leadership.
o Thought leadership tends to be used by some B2B organizations that sell more complex products, such as software systems or
medical devices. It is also incorporated as a marketing strategy where organizations build consumer confidence by sharing their
expertise on a subject.
o In the Technology and Life Sciences industries, a common structure for the corporate marketing division is to focus on
developing thought leadership communications. The business units focus on developing more specialized product marketing
strategies and communications.
There is focus on delivery of relevant and meaningful content, often with an emotional emphasis.

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Content
In the case of company generated content there is deep consideration of what content is needed, why it is needed, and how to present
content in the most meaningful and relevant way.
― Content is crafted with the audience in mind and is often developed for specific segments such as by region or product. In some
instances, content is crafted to personas representing a particular segment.
― Company generated content is used to educate. Podcasts and lectures have been successful for some organizations in an effort to
educate the public about a specific subject, inspiring subsequent deeper interest in the subject matter, with the ultimate goal of
increased sales.

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Mobile is Creating New Opportunities and Challenges
Data Tracking
― Marketers are using mobile data to analyze customer behaviors, implement geofencing and send personalized content to customers
and potential customers.
App Development
― Mobile app development is typically outsourced to IT organizations and is generally considered to be an expensive endeavor.
Organizations that have highly interactive customers, such as Sports, Recreation & Lifestyle organizations, continue to invest in dynamic
and robust content to increase customer engagement via a mobile app.
Multi-Screen Marketing
― With consumers constantly switching between desktops, tablets and mobile devices, engaging and influencing consumers across
multiple devices is a challenge for marketers. Organizations are striving to produce content and products that are adaptable to all
screens and tested on all platforms. A responsive website is a tablestake.

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DATA AND ANALYTICS

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Data and Analytics for Data-Driven Decision Making
The increase in digital
marketing is fueling a trend
around data-driven decision
making. Usage tracking,
behavior analysis, and real-
time dashboard reporting
are becoming commonplace
contributions to decision
making.

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Micro-Targeting
Some companies use advanced personalization beyond the broader segments. They use micro-targeting to focus-in on the individual
customer or small groups of like-minded individuals to track as much information as they can about their specific needs and act on them
accordingly.
― One company in the hospitality industry tracks the customer’s preferences during their stay, and uses that data to perfect their current
and future visits by providing them a personalized experience. The company has found that strong brand loyalty is built this way and
they are seeing high retention.

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Data Dashboards: Decisions in Real Time
Data and analytics displayed on dashboards facilitate decision making in real
time rather than delaying decisions that might otherwise be made at the
end of the cycle.
― One Life Sciences company provides executives with real-time digital
dashboards to assist them in making more accurate decisions and to
satisfy the increasing demand by customers for faster response rates to
their needs.
― The Technology industry is also analyzing real-time sales results directly
attributed to campaigns to see which campaigns are working best.
Dashboards allow marketers to make more accurate and timely data-driven
decisions that are easily justifiable to the C-suite and Board of Directors.

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THANK YOU