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2016 Digital Marketing Trends

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5 Digital Marketing Trends in China and beyond

Veröffentlicht in: Marketing
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2016 Digital Marketing Trends

  1. 1. transform with digitalTHE TREND BEHIND THE TREND
  2. 2. What’s next in digital marketing? Technology Consumer Sharing Economy Mobile Commerce 8095s Digital Marketing Opportunities Rational Emotional
  3. 3. DOW CONFIDENTIAL - Do
  4. 4. DOW CONFIDENTIAL - Do
  5. 5. < social is dying> 1
  6. 6. > The platform is less social
  7. 7. > Game Engagement Contest Campaigns E-commerce ads Engagement is disappearing
  8. 8. And everyone is get lost in E-commerce
  9. 9. the new content 2
  10. 10. Source: Edelman Digital, 2016 Digital Dominates Digital Platforms
  11. 11. And the next thing …
  12. 12. VR Ecosystem Map
  13. 13. media company 3 data company
  14. 14. DOW CONFIDENTIAL - Do It is not Big Data. It is Smart Data. Your existing Data Enrich with external data
  15. 15. DOW CONFIDENTIAL - Do And in China, DSP and DMP is a joke.
  16. 16. Baidu Ecosystem Tencent Ecosystem Alibaba Ecosystem DOW CONFIDENTIAL - Do BAT don’t talk to each other
  17. 17. It is not easy Search Social Referential Digital campaign Tradeshows /events Content Marketing Mobile Apps Marketing AutomationTraffic Contact us Download Request Website Contact us Purchase Request 1688 Prospects Mobile APPs Eloqua Lead Scoring SAP/ Salesfo rce Customer CRM/ Social CRM Mobile Product/sol utions finders Download request Surveys, games Starting with customer journey mapping to engage them with right channels in right time 1 2 Build mobile and online “Leads Hubs” and drive quality traffic to the hubs to capture prospects 3 Integrate data and convert social traffic into leads with Eloqua and mobile leads nurturing tools(.e.g. Wechat Customer Service Center ) Build Customer Data Warehouse for lead scoring, tracing and nurturing 4 Data Warehouse Existing Data Scoring Nurturing
  18. 18. < Growth Hacking > 4
  19. 19. Source: Amsterdam's Growth Hacking Agency IN THE NEW NORMAL WHEN BUDGET IS CUT AND HEADCOUNTS FROZEN: PUT ASIDE THE OLD TOOLS TEST EVERYTHING EMPHASIZE ON GROWTH AND INNOVATION THROUGH CHANNEL EXPANSION
  20. 20. Try new channels
  21. 21. with new content
  22. 22. and new influencers
  23. 23. Sharing and Crowd- sourcing5
  24. 24. Embrace digital transformation
  25. 25. DOW CONFIDENTIAL - Do
  26. 26. 5steps to bring marketing operations into the digital era Source: McKinsey
  27. 27. Digital Transformation Model by Capgemini DOW CONFIDENTIAL - Do
  28. 28. Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Positioning Engagement Conversion Analysis Collaboration IMPERSONAL DEMOGRAPHIC BEHAVIORAL GRANULAR 1:1 BATCH&BLAST LOGIC-DRIVEN DYNAIC CONTENT CONTINUOUS BUZZ REAL-TIME LEAD DUMPING LEAD QUALIFICATIONFUNNEL MANAGEMENT FUNNEL FLUIDITY FUNNEL MASTER BASIC METRICS MARKETING DASHBOARDDATA-DRIVEN DECISION 1 VIEW OF TRUTH REVENUE PREDICATABILITY NO COLLABORATION SURVEY/INSIGHTS IDEA CROWD-SOURCING C2M MAKER MOVEMENT
  29. 29. DOW CONFIDENTIAL - Do Social ID: @liblog Wechat: vincent6857 Email: lijiansports@gmail.com

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