Top marketing challenges, trends, and recommendations on what to do.

1. Digital Marketing Trends

2. Digital is not coming. It’s here.
More choices & technology. More confusion. Stick to the fundamentals.
Know your brand. Know your audience. Create alignment. Be authentic.
Digital is not a tactic. Have a digital strategy.
Hire for digital expertise. Expect more from your agencies.

3. Digital Marketing –
Current Landscape
“All digital marketing is brand building”
Marc Pritchard, Global Brand Building Officer
Proctor & Gamble

4. Top Marketing Challenges
1. Too many channels – too many choices
2. Data overload and confusion
3. Connecting and engaging with the target audience

5. Digital Marketing
By 2019, CMOs predict digital marketing will account for
more than 75% of the marketing budget.
Source: Accenture Interactive, 2014 CMO Survey

6. Digital Marketing
Source: Gartner, Inc., “Forecast Analysis: Enterprise Application Software, Worldwide, 1Q14 Update”, April 29, 2014
Gartner predicts that, by 2017, the CMO will have a
larger IT budget than the CIO.

7. $103 Billion
Digital marketing spend by 2019
Source: Forrester’s US Digital Marketing Forecast. 2014 to 2019

8. Preferred Devices
Source: 2015 Accenture Digital Consumer Survey

9. Trends Fueling
Digital Marketing

10. Trends
2. Technology Expansion
1. The Empowered Consumer
3. Channel & Content Acceleration

11. 1. The Empowered Consumer
Connected
Informed
Demanding

12. Connected
Source: DigitaLBi
• 72% of smartphone users use their phone when
shopping in-store
• 40% will call friends to get an opinion
• 35% post photos of their prospective purchases for
‘feedback’ and decision reinforcement

13. Informed • 82% of online shoppers use the internet to
research products before making a purchase.
• B2B: 57%
Source: comScore and eTailing Group – Pulse of The Online Shopper, 2014. CEB 2014.

14. Demanding • 54% of consumers would consider
ending their loyalty relationship with a
brand if they were not given tailor-
made, relevant content and offers
Source: CMO Council

15. 2. Technology Expansion
Mobility
Devices
Collaboration

16. Mobility
Mobile is the “power-tool” for today’s consumers
Source: 2014 salesforce.com Mobile Behavior Report. Return Path 2014. ComScore 2014
• 51% of emails are being read on a mobile device
• 72% of US mobile phone users are smartphone owners

17. Innovation is creating new
touch-points that consumers
didn’t even know they wanted.
Devices

18. We Are Here
• New devices are creating even more channels
• The ‘Internet Of Things’, will be by far the world’s largest device market
Source: BI Intelligence Estimates
0
5
10
15
20
25
30
35
2013 2014 2015E 2016E 2017E 2018E 2019E
Billions
The Internet Of Everything Internet Of Things
Connected Cars
Wearables
Connected/Smart TVs
Tablets
Smartphones
Personal Computers
We Are Here
Devices

19. Collaborative Economy
• An economic model that let’s people get what they need
from each other using commonly available technologies
• Bypassing traditional corporations
Source: Crowd Companies. April, 2015.
• In the next 10 years, PWC predicts the Collaborative
Economy will grow from $15B to $335B revenue

20. Source: Crowd Companies. April, 2015
• 10 year old etsy. 19M active shoppers, doesn’t own a single factory or
showroom, had an IPO for $3.8B
• 8 year old Lending Club has issued over $7B in P2P loans, doesn’t own a
single bank, branch or ATM and is valued at $7B
• 7 year old AirBnB has over 23M guests, doesn’t own a single bed, bath
or bar, and is valued at $20B
• 6 year old Uber had 140M rides in 2014, doesn’t own a single taxi or
towncar and is valued at $40B
Collaborative Economy

21. Over 150 brands now partner with, sponsor, or buy-
out collaborative economy companies

22. 3. Channel &
Content
Acceleration
Social
Email
Content

23. Email
• Email is not dead
• 4.1 billion email
accounts. 5.2B by 2018
• Marketing automation
and CRM increasingly
critical tools for digital
marketing success
Social

24. Source: Domo, 2014. Sprout Social.
Content
Millennials
• 90% create online
content
1x/month
• 75% curate
content 1x/week

25. And now for something
scary
Content

26. But the average attention span has dropped
from 12 seconds in 2008 to 8 seconds.
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014

27. Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. 2014
. . . the average attention span of a goldfish
is 9 seconds.

28. How To Navigate
The Digital World

29. How To Navigate The Digital World
• Activate Your Brand
– Know Your Brand & Know Your Audience
• Develop Great Brand Experiences
– Meaningful & Purposeful Communications
• Cultivate Ongoing Engagement
– Monitor, Innovate, Analyze and Optimize

30. The brand story your clients think they have may not be the same one that their customers are thinking. This is
where Long and Short of It can help. We use insights based solutions to provide clear strategic direction.
Branding
Brand elements connect the internal vision with the external
brand expression.
Strategic Planning
Measurable objectives, insights, strategy and tactics to achieve
the desired outcome.
Ideation
Structured brainstorming yielding many ideas and then
distilled into a short list to be tested.
Innovation
Design thinking process, tools, and methodologies to help create
new products, system, or solutions.
Customer Insights
Research to determine what customers are thinking, feeling
and doing.
Research
The cornerstone of everything; we employ all qualitative and
quantitative methods.
Sue Stabe / sue@lasoi.com / 330.730.5648
Let’s Discuss
Dean Ilijasic / dean@lasoi.com / 216.570.1719
Let’s Chat