2014 digital marketing trends

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

2014 Digital Marketing Trends, Predictions & Action Items

http://www.ioninteractive.com



What’s Inside?• The current state of digital marketing • 9 trends & predictions to watch• Your 2014 action items • Lots of stats• Lots of examples








The Current State Of Digital Marketing

• Explosion of digital touch points• Blindingly fast speed at which digital interactions happen• Multi-device environment increasing the complexity of

delivering web content• Rising expectations of customers• Influence of social media




Predictions• Increase in sophistication of digital experiences• Marketing becomes useful (Youtility)• Marketing becomes increasingly location-based• Advertising gets native • And more predictive • Content marketing still big...but app-like content gets bigger• Wearable technology goes mainstream• Growth hacking makes a comeback• Move towards omni-channel vs multi-channel




Prediction #1: Increase in Sophistication of Digital Experiences








“A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”




59% of digital marketers rate digital experience creation as “high” or “very high” priority




76% of organizations that place a high priority on digital experience creation report revenue growth




The two most powerful digital approaches for driving brand perception

#1 Responsive design

#2 Content targeting




83% of organizations

creating advanced digital

experiences report revenue

growth

Organizations reporting revenue growth are aggressively exploiting more sophisticated digital experiences




Approaches to digital experience creation in 2014

+12% content targeting+12% conversion paths

+11% microsites+11% personalization

+9% responsive design- 16% website




Action Items:• Go big or go home — deliver a fantastic, relevant, engaging,

targeted, personalized experience. Period.• Read the Digital Marketing Landscape: The Power of Digital

Experiences in 2014



http://paths.ioninteractive.com/blog/marketinglandscape






















































































Prediction #2: Marketing becomes useful. Youtility.








If you sell something, you make a customer today; if you help someone, you make a customer for life. -Jay Baer

Think: calculators, price estimators, scoring tools & more Smart marketing is about help, not hype




Dell’s ROI Calculatorestimates potential ROI




ion’s free calculator allows for easy estimation of pricing




Geek Squad’s YouTube channel provides hundreds of instructional videos for DIYers




Action Items: Read Up!

http://www.youtilitybook.com






Prediction #3: Marketing becomes increasingly location-based








Location-Based Marketing• Integrates mobile advertising with location-based services• Delivers multi-media directly to the user of a mobile device,

dependent on location via GPS technology• Push — users must opt-in • Pull — users interact with mobile sites or apps




“...think of location as the new cookie — it’s about tracking people through their day, across places, devices and all media types.”

Asif Khan, Founder & President



https://twitter.com/AsifRKhan

https://twitter.com/AsifRKhan

http://www.thelbma.com/

http://www.thelbma.com/


Google shows addresses and maps of local book stores....

Mobile apps use location services to serve local coupons




Action Items:• Check out TheLBMA.com• Download the Location-Based Marketing Infographic for

actionable LBM tips



http://thelbma.com

http://thelbma.com

http://www.signalmind.com/infographics/location-based-marketing

http://www.signalmind.com/infographics/location-based-marketing


Prediction #4: Advertising gets native




Native Advertising• Native advertising integrates high-quality content into the organic

experience of a given platform — social, web, video, etc.• Native advertising is not advertorial• Should contribute value by improving user experience




sponsored content

contentrecommendation

engines




Action Item: Is Native Advertising Right For You?




Prediction #5: Advertising becomes more predictive

and less reactive








Retailers are finding ways to “predict” wants, needs and even life stages based on buying patterns




Predictive Behavioral Targeting• Real-time bidding allows for the advertiser to cherry-

pick a potential customer • Site retargeting is reactive. Targets based on what

someone has done, after visiting your site.• Search retargeting is reactive. Targets based on

search term, without having visited your site.• Predictive targeting responds to an ad based on

shared attributes of “converters”• Predicts interests and future behavior




Action Item: Research Predictive Advertising

Text




Prediction #6: Content marketing goes to the apps








On average, 30% of B2B marketing

budget allocated to content marketing




58% of B2B marketers plan to

increase their content budget in 2014




42% of B2B marketers believe they are effective

at content marketing




the problem?




Content overload




the solution: Youtility turns static content into something useful for the visitor




Smart Insights’‘health check’ tool gives advice & content recommendations based on your answers

App-like experiences allow content to be easily digested




ion’s ‘Score Your Landing Page’ marketing app provides

recommendations for improving individual landing pages




ion’s ‘Post-click Assessment’ gives guidance on building a successful

post-click program




Action Items:• Read Landing Pages for Content Marketing Idea Book• Read the Marketing Apps Idea Book• Use agile approach to turn one piece of written content into

an interactive piece of content



http://assets.ioninteractive.com/storage/content/literature/ion_ContentMarketing_IdeaBook.pdf

http://assets.ioninteractive.com/storage/content/literature/ion_ContentMarketing_IdeaBook.pdf

http://assets.ioninteractive.com/storage/content/literature/ion_MarketingApps_IdeaBook.pdf

http://assets.ioninteractive.com/storage/content/literature/ion_MarketingApps_IdeaBook.pdf


Prediction #7: Wearable tech goes mainstream








The wearable tech space is incredibly dynamic and crosses many industries




Global Wearable Technology Market Will Reach USD 5.8 Billion in 2018




Wearable devices furthers increase the importance

of responsive design for brands, designers, and content creators.




Action Items:• Go responsive — now!• Embrace wearable technology and the customer-centric

thinking it promotes• Soon, data from “lifestyle tracking” will allow us to provide a

more personal marketing experience




Prediction #8: Growth hacking








Growth Hacking• Startup advisor & marketer Sean Ellis coined the term “growth

hacker” in 2010• Technique which uses creativity, analytical thinking & social

metrics to sell products & gain exposure• Focuses on low-cost & innovative alternatives to traditional

marketing (in addition to mainstream ones: SEO, LPO, etc.)• Early example of "growth hacking”... Hotmail's ‘PS: I love you.

Get your free e-mail at Hotmail’

Courtesy of Mattan Griffel - Growth Hacking Lean Marketing for StartUps




“Growth hacking is about looking out for and catching the next major marketing wave before others have grokked it.”




A growth hacker is a person who’s true north is growth. -Sean Ellis




Action Items: Research Growth Hacking




Prediction #9:Omni-channel








demands real choice when selecting & purchasing goods

The Omni-channel Customer

empowered

informed

always connected




“An omni-channel experience incorporates many technologies and touchpoints to create a shopping experience that is as informative, effortless, and even sharable as possible.”




Mobile appQR barcodesGeo-location (‘Find a Store’ mobile feature)

Free shipping & free returnsMobile app

Personal stylistsWish List

Recommendation engineRewards/point system




Retail’s changing landscape – omni-channel customer experience

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr Jul Oct Jan Apr

2006 2007 2008 2009 2010 2011

Quarterly growth rate of Nordstrom and Macy’s vs. Department store sector

Difference in quarterly growth rate Nordstrom 10% 15% 17% 12% 7% 7% - 1% - 1% 1% 9% 11% 16% 22% 17% 15% 15% 9% 9%

Macy’s n/a 8% -2% 2% 0% 2% -2% 2% 1% 3% 2% 5% 4% 3% 6% 8% 9% 10% 4% 3%

Nordstrom

Qua

rter

ly R

even

ue G

row

th (Y

oY)

Nordstrom launched omni-channel initiative

Macy’s

Macy’s launched omni-channel initiative

Investment In Omni-channel Customer Services Can Reap Big Rewards....




Action Items: Consider “Thinking Small”• Gather & consolidate data in order to build a starter set of

customer profiles• Look for patterns across target segments. Start small...“think

globally, act locally.”• Test early and often. If you can’t measure it..don’t do it.• Think “small” when it comes to the promise of delivering omni-

channel commerce — target local campaigns & data• Remember: simple, smart, responsive and social




Sophisticated digital experiencesYoutility

Location-based marketing Predictive & native advertising

Interactive, conversion-focused content marketingWearable technology

Growth hackingOmni-channel retailing & customer service




Thank you!@[email protected]



mailto:[email protected]

mailto:[email protected]

2014 digital marketing trends

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