top 10 digital marketing trends
DESCRIPTION
Presentation for EO (Entrepreneurs Organization) Los Angeles - looking at the top 10 digital marketing trends in 2013-14 and what SME can leverage to increase their revenueTRANSCRIPT
TOP 10 DIGITAL MARKETING TRENDS
Ming Chan CEO, The1stMovement
@MingAtT1M
The1stMovement is a global digital agency.
We leverage user insights and emerging technologies to design digital products and solutions that
Fundamentally evolve behaviors.
http://www.the1stmovement.com @the1stmovement
LOS ANGELES
DENVER
HONG KONG
TOP 10 DIGITAL MARKETING TRENDS
1. TREND 2. RECOMMENDATION 3. Q&A
FORMAT
TREND #1
The average American adult spend over 5 hours per day online, overtaking time spent with TV –eMarketer Aug 2013
>
RECOMMENDATION #1
Desktop & Laptop Tablet Smartphone
RESPONSIVE DESIGN (RWD)
Companies spend over 10% of revenue on Marketing (Digital Marketing Spending accounts for 25% of that, with a 9% increase in 2013) – Gartner Report (U.S. Digital Marketing Spend 2013)
25% Digital
Marketing
10% of Revenue
TREND #2
PAID. OWNED. EARNED. > > < Paying to leverage channels to reach audience
• Display Ads • Paid Search • Sponsorships
Dynamic content in your own controlled environment
• Your website • Your Blog • Your Twitter/Weibo • Your Facebook Page
Customer as a channel. Built through sharing and engagement.
• WOM • “Viral” Buzz • Social Engagement
RECOMMENDATION #2
“The Big Four” Top 2013 Digital Marketing Investment: Commerce Experiences; Content Creation & Management; Social Marketing; Mobile Marketing – Gartner Report (U.S. Digital Marketing Spend 2013)
COMMERCE EXPERIENCE
SOCIAL MARKETING
CONTENT CREATION & MANAGEMENT
MOBILE MARKETING
TREND #3
TREND #4
82% of U.S. consumers research products online before purchasing – Forrester Report (Sept 2012)
82% RESEARCH
RECOMMENDATION #4
TREND #5
52% of marketers say the ability to target and personalise content is fundamental to their online strategy – ABI Research
=
RECOMMENDATION #5
TREND #6
Mobile websites (70%), mobile apps (55%), and QR codes (49%) the most common Mobile Marketing tactics – Mobile Marketing Survey 2012
55% 70% 49%
RECOMMENDATION #6
PRO: • Reach anyone with mobile • Lower development costs • Easy update and deployment
CON: • Internet connection required • Always free
PRO: • Controlled experience • Access to phone’s features • Can charge $$
CON: • Higher development costs • Approval process • Devices-specific
PRO: • Easy to use and develop • Leverage traditional media • Easily trackable
CON: • Lack of awareness • User must download app • Unintuitive user experience
TREND #7
Tablet users spend over 50% more per purchase at online retailers when compared with smartphone visitors, and 20% more when compared with traditional laptop and desktop visitors. – Adobe Digital Marketing Insights 2012
> >
RECOMMENDATION #7
Lean-Forward Lean-Back On-the-Go
TREND #8
Interbrand Top 100 Brands – 98% on Facebook, 94% on Twitter, 64% on Google+, 51% on Pinterest and 40% on Instagram – Simply Measured 2012
98% 94% 64% 51% 40%
RECOMMENDATION #8
TREND #9
Social marketing (build consumer advocacy) generates an average sales lift of 6.7% for CPG brands – Mobile Marketing Survey 2012
6.7% INCREASE =
RECOMMENDATION #9
TREND #10
Big Data goes Small – 50% of brands say Big Data helps meeting consumer demand and facilitate growth. – Gleanster report “The New Rules of Digital Engagement” 2012
RECOMMENDATION #10
1. Collect & Analyze Data 2. Create personalized content through user insights 3. Design marketing tools/campaigns based on user behaviors 4. Engage users through relevant platforms 5. Repeat step 1-4
Ming Chan CEO, The1stMovement
@MingAtT1M
THANK YOU!