2012 marketing trends: where traditional meets digital

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E-scape Interactive and Orchard PR explore some of the key challenges and opportunities facing marketeers and business owners in 2012. As marketers, we face unprecedented challenges. The communication landscape has changed for good. No longer can we rely on one or two methods to reach, engage and motivate our audiences. We have to generate meaningful messages and content, that work across multiple platforms – from print to computer, tablet to mobile device – and reach our target without getting filtered out in the process.

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Page 1: 2012 Marketing Trends: Where traditional meets digital
Page 2: 2012 Marketing Trends: Where traditional meets digital

1.  Money 2.  Mindset 3.  Message 4.  Methodology 5.  Measurement

New Rules of Marketing in 2012

Page 3: 2012 Marketing Trends: Where traditional meets digital

>  Tight budget? >  More bang for your buck! >  Results led campaigns

Money

Page 4: 2012 Marketing Trends: Where traditional meets digital

Mindset

Trudging into 2012 Value re-boot

Page 5: 2012 Marketing Trends: Where traditional meets digital

Booming Boomers

Influential Gen Zs

Peeved Millenials

Well-adjusted Gen X

Page 6: 2012 Marketing Trends: Where traditional meets digital

Frugal Fatigue

Spending again Looking for value

Page 7: 2012 Marketing Trends: Where traditional meets digital

Polarised Spending Cheap Treats

Nail Polish up 54% globally Luxe Shoppers

Still shopping, prudently

Page 8: 2012 Marketing Trends: Where traditional meets digital

Trading-In Unlocking the value of past purchases Trading-in is the new shop-till-you-drop

Page 9: 2012 Marketing Trends: Where traditional meets digital

A Break from always-on

Disconnect to reconnect A return to the physical

Page 10: 2012 Marketing Trends: Where traditional meets digital

All things military

Keep calm and carry on Preparing for survival

Page 11: 2012 Marketing Trends: Where traditional meets digital

DIY Health

Health monitoring 13,000 health apps by end 2012 Healthy vending Responding to legislation

Page 12: 2012 Marketing Trends: Where traditional meets digital

Message &

Methodology

Page 13: 2012 Marketing Trends: Where traditional meets digital

Communication Explosion

Every  two  days,  people  generate  as  much  informa8on  as  was  created  from  the  dawn  of  civilisa8on  up  un8l  2003    Eric  Schmidt  –  Google  Execu8ve  Chairman  

Page 14: 2012 Marketing Trends: Where traditional meets digital

Booking Form

Landing page

(website)

GOAL

Call centre

Seminar

Radio ad

Poster Mobile App

Email

Facebook

Video

Twitter

QR code

Youtube

Linkedin

Google +

Print ad

TV

PR Events

Exhibition POS

Direct mail

Blog

Pinterest

White paper

Infographics

Newsletter

Brochure

Flyer

Article

Case studies

Testimonials

Webinar

Mobile Ad

SEO

Paid search

Affiliate marketing

Podcast

Gamification

Augmented reality

Retail outlet

Display Ads

Page 15: 2012 Marketing Trends: Where traditional meets digital

Communication Trends 1.  Fully  integrated  2. Going  mobile  3.  Social  media  4.  Social  search  5.  The  power  of  content  6. Video  7.  Pay  per  click  8.  Conversion  rate  op8misa8on    

Page 16: 2012 Marketing Trends: Where traditional meets digital

Fully integrated

Mul%-­‐channel  

Personalisa%on  

Consistency  Online/Offline  

Convergence  

Page 17: 2012 Marketing Trends: Where traditional meets digital

Online/Offline optimisation >  Product research now a digital activity.

>  Online influences offline and visa versa

>  Optimisation criteria

>  Trend towards offline stores being used more as showrooms

Page 18: 2012 Marketing Trends: Where traditional meets digital

Fully integrated

Mul%-­‐channel  

Personalisa%on  

Consistency  Online/Offline  

Convergence  

Page 19: 2012 Marketing Trends: Where traditional meets digital

Going mobile

Page 20: 2012 Marketing Trends: Where traditional meets digital

Going mobile

12.59% 58%

5bn 500%

½ 250 million

91% 79%

Page 21: 2012 Marketing Trends: Where traditional meets digital

Going mobile >  Browsing and buying

>  Mobile commerce

>  Mobile advertising

Page 22: 2012 Marketing Trends: Where traditional meets digital

Going mobile Point and know technology – QR codes

Page 23: 2012 Marketing Trends: Where traditional meets digital

Going mobile 1. Design 2. Speed 3. Content

 

Page 24: 2012 Marketing Trends: Where traditional meets digital

Social media

Source: B2B Content Marketing: 2012 Benchmarks, Budgets & Trends 0%   10%   20%   30%   40%   50%   60%   70%   80%  

TwiOer  LinkedIn  Facebook  YouTube  

SlideShare  Google+  

Flickr  None  

%  of  marketers  who  use  various  social  media  sites  to  distribute  content  

Page 25: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 26: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 27: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 28: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 29: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 30: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 31: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 32: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

Page 33: 2012 Marketing Trends: Where traditional meets digital

SEO & social search

>  Lower cost per click

>  Higher positions on Google

>  Brand protection

>  Segmentation within Circles - CRM

Page 34: 2012 Marketing Trends: Where traditional meets digital

The Power of Content

‘Content  marke%ng  is  the  crea%on  and  distribu%on  of  educa%onal  and/or  compelling  content  in  mul%ple  formats  to  a@ract  and/or  retain  customers’  Content  Marke+ng  Ins+tute  

Page 35: 2012 Marketing Trends: Where traditional meets digital

Blogging

Page 36: 2012 Marketing Trends: Where traditional meets digital

White Papers

Page 37: 2012 Marketing Trends: Where traditional meets digital

Infographics

Page 38: 2012 Marketing Trends: Where traditional meets digital

E-Newsletters

Page 39: 2012 Marketing Trends: Where traditional meets digital

Case Studies & Testimonials

Page 40: 2012 Marketing Trends: Where traditional meets digital

Research Reports

Page 41: 2012 Marketing Trends: Where traditional meets digital

Webinars & Virtual Events

Page 42: 2012 Marketing Trends: Where traditional meets digital

Podcasts

Page 43: 2012 Marketing Trends: Where traditional meets digital

Presentations & Slideshows

♯trendaware

Page 44: 2012 Marketing Trends: Where traditional meets digital

Video Becomes Mainstream

Growth  Content  Length  DIY  Climbing  the  wall    

Page 45: 2012 Marketing Trends: Where traditional meets digital

Add Value with Video

Keep  it  simple  but  informa8ve  Don’t  buy  expensive  kit  Use  a  tripod  and  microphone  Use  own  staff  Enrich  communica8ons  News  not  corporate  

Page 46: 2012 Marketing Trends: Where traditional meets digital

Pay Per Click Advertising

Page 47: 2012 Marketing Trends: Where traditional meets digital

Pay Per Click Advertising

Page 48: 2012 Marketing Trends: Where traditional meets digital

Conversion rate optimisation

Advertising Website GOAL Traffic

CRO

Convert

Page 49: 2012 Marketing Trends: Where traditional meets digital

Conversion rate optimisation The Math of CRO

Spend Clicks/

Visits Conversion Rate

Sales CPA

Month #1 £1,000 1,000 1% 10   £100

Month #2 £2,000 2,000 1% 20   £100

Month #3 £3,000 3,000 1% 30   £100

Total Spend = £6,000 for 60 sales

Page 50: 2012 Marketing Trends: Where traditional meets digital

Conversion rate optimisation Adding CRO

Total Spend = £5,600 for 95 sales

Spend Clicks/Visits

CRO Conversion Rate

Sales CPA

Month #1 £1,000 1,000 £200 1.5% 15   £80

Month #2 £1,000 1,000 £200 2% 20   £60

Month #3 £3,000 3,000 £200 2% 60   £53

Page 51: 2012 Marketing Trends: Where traditional meets digital

Measurement

Page 52: 2012 Marketing Trends: Where traditional meets digital

Measurement