Actionable digital marketing trends for 2019

CEO @ publisher // Digital Strategist since 1997 // Author, Consultant, Keynote Speaker and Trainer em ClickThrough Marketing
2 de Oct de 2018

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Actionable digital marketing trends for 2019

  1. Digital Marketing Trends Tuesday 2 October 2018
  2. CIM LONDON | MARKETING CLUBS | 2018 - 2019
  3. CIM LONDON | MARKETING CLUBS | 2018 - 2019 Malcolm Kirkup Head of College
  4. CIM LONDON | MARKETING CLUBS | 2018 - 2019 Please give us your opinions and ask questions No fire alarms planned today Facilities are located nearby Please ensure your phone is on silent (but keep it on!) Please do share your views online – don’t keep it to yourself!
  5. CIM LONDON | MARKETING CLUBS | 2018 - 2019 #cimdigital
  6. CIM LONDON | MARKETING CLUBS | 2018 - 2019 We hope you have an enjoyable experience Yes No     
  7. 7 Download : Digital Marketing Trends 2019 Dr Dave Chaffey, co-founder and Content Director, Smart Insights
  8. 8
  9. 9 Are you catching the right wave?
  10. 10 Catching the right wave at the right time… Latest Gartner Hype Cycles compilation
  11. 11 Co-founder and content director of - a marketing learning platform with > 1/2 million uniques/quarter. Premium members in over 100 countries use our planning guides and templates to Plan, Manage and Optimise their digital marketing. Insights director at search, CRO and inbound agency ClickThrough Marketing Digital Marketing strategist, consultant, trainer and author since ‘97 Free Basic membership About Dave Chaffey
  12. 12 Our structure The eight digital communications techniques every business needs to master
  13. 13 Digital marketing strategy trends
  14. 14 About you. Q. Which marketing activity will most INCREASE your commercial returns in 2019? • 1. Artificial Intelligence and Machine Learning • 2. “Big Data” including predictive analytics • 3. Content Marketing • 4. Conversion Rate Optimisation • 5. Marketing Automation (incl. email, lead scoring, personalisation) • 6. Mobile Marketing • 7. Social media marketing
  15. 15 Smart Insights Digital marketing trends article
  16. 16 Martech is only part of transformation Source: Inside Google’s Data Centers
  17. 17
  18. 18 Auditing your Martech stack Download:
  19. 19 This is why digital transformation matters
  20. 20 Planning the perfect ‘always-on’ omnichannel lifecycle
  21. 21 The missed opportunity of unplanned Lifecycle Marketing
  22. 22 Why Omnichannel? “Multichannel is an operational view – how you allow the customer to complete transactions in each channel. Omnichannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand- offs’ between channels must be fluid for the customer. Simply put, omni- channel is multi-channel done right!” John Bowden, Senior VP of Customer Care at Time Warner Cable
  23. 23 Example FS contact strategy The Financial brand – 21 steps to financial services onboarding
  24. 24 Example personas for B2B marketing automation software Mistake = Misusing Personas
  25. 25
  26. 26
  27. 27 Mapping personas to lifecycle Source: HubSpot Persona content mapping template download
  28. 28 Marketing trends
  29. 29 What drives business growth? Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association
  30. 30 Example listening community Source: Vision Critical The company launched the PRU for You (PFY) community in July 2016 to allow greater engagement with customers and to give them a voice in developing new products and services. PFY has 4,500 members: 88% are customers and 12% are agents.
  31. 31 Mistake – Not developing DVPs? Audience use of website and social > Personas Commercial goals > Customer engagement goals > DVP Branded Content Marketing Engagement Strategy Integrated Marketing Communications Strategy Integrated Digital platform tactics and tools DVP = Digital Value Proposition = Brand adding value to audiences  Help me Buy! (Online OR offline)  Help me Use products  Help me do my job / live my life  Help me develop / learn  Make me look good (to colleagues or family)  Entertain Me! 31
  32. 32
  33. 33 Subscription commerce example
  34. 34 Consumer DVP with clear outcomes
  35. 35 Example of testing USPs/OVPs • An A/B test that included USPs on the homepage resulted in a 6.2% increase in new visitor conversion rate and a 3.7% increase in overall conversion rate. • Following this, Eurostar created targeted messaging for registered users to increase the number of registrations on site to help improve their customer insights. • Generating significant double-digit increases in conversions for new users
  36. 36 GDPR = done. Are you ready for ePR? The ePR focuses on the confidentiality of users’ electronic communications. It will also regulate activities such as: • direct marketing, • website audience measurement, • the transmission of communications across devices and browsers, and • cookies set on users’ machines. • According to ePR Recital 2, it intends to “particularise and complement” the provisions for personal data laid down by the GDPR by “translating its principles into specific rules”.
  37. 37 Content marketing strategy
  38. 38 Content marketing strategy
  39. 39 Source: Scott Brinker, The 4th Wave of Content Marketing Building in interactivity
  40. 40 Quiz example
  41. 41 Content distribution trends
  42. 42 Example: integrated B2B content hub
  43. 43 Benchmarking content against competitors Source: Smart Insights Content Marketing Matrix
  44. 44 Reviewing your use of IRM Source: Onalytica: Influencer marketing guide Capabilities: • Influencer analysis • Measurement • Content • People • Process
  45. 45 Digital experiences
  46. 46 Mobile matters
  47. 47 Mobile experience strategy • Mobile responsive design (RWD) vs • AMPs: Accelerated mobile Project Pages (AMPs) • PWAs: Progressive Web Apps
  48. 48 How many structured experiments does your business run each month?
  49. 49 Our experience = CRO works! Test example from 49
  50. 50 50
  51. 51 Google Optimize is now live Smart Insights Quick Wins
  52. 52 International CRO at
  53. 53
  54. 54
  55. 55 Neuromarketing “The use of functional Magnetic Resonance Imaging (fMRI), brain electronic scanning devices or other technologies used to measure people’s responses to marketing creative such as copywriting, product descriptions, pricing, packaging and advertising” Mark Hall, Smart Insights guide to Practical Neuromarketing referencing Kahneman’s System 1 and System 2
  56. 56 Email marketing and marketing automation
  57. 57 Email marketing trends State of Email marketing review
  58. 58 Automation Using a layered targeting email system with dynamic content Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights Digital Impact conference
  59. 59 Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules
  60. 60 Design trend Conversational UI?
  61. 61 Intercom B2B conversational UI
  62. 62 Search marketing
  63. 63 Tapping into search marketing insights
  64. 64 How do you compare?
  65. 65 Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google
  66. 66 Are you harnessing Google’s SERPs features?
  67. 67 Social media marketing
  68. 68
  69. 69 Optimizing platform spend and best practices
  70. 70
  71. 71 Facebook ad options?
  72. 72 LinkedIn Ad Options?
  73. 73 Review audience demographics in LinkedIn
  74. 74 It all adds up to… Digital Transformation
  75. 75 Vote – what are your plans for transformation? • A: No plans to run a transformation programme • B: Planning a programme within 12 months • C: Just started (within 2 years) • D: Mature programme (in place for 2 years)
  76. 76 For comparison…
  77. 77 Aligning plans Business plan Marketing plan 1-5 year roadmap Digital transformation plan 2-5 year roadmap Annual digital or multichannel plan Implementation plan – 90 day plans
  78. 78 Latest Gartner Hype Cycles compilation – Smart Dust briefing The future of technology?
  79. 79
  80. 80 Marketing AI options Source: Premium members Machine Learning and AI briefing
  81. 81 AI experimentation example Zalando’s vision • We wanted to ensure that we’re bringing data-informed decision making to the forefront of our processes by establishing a true data and experimentation culture that could ultimately become a competitive advantage in today’s fast-changing world. • Zalando has always been a data-driven company and analytics has been one of our key success factors. We believe that much of the success (or failure) of a product rides on data, and on how it is used. • This brought about the following question: How can we elevate Zalando to the next level of data-informed decision making? This is how the Product Analytics department came to life.
  82. 82 NLG: Automated copywriting Sources: Phrasee for Email and Automated Insights / Wordsmith
  83. 83 Have you reviewed your digital capability gap? Free benchmark templates:
  84. 84 Do you have the personal skills to compete? Try our Free Skills Assessment:
  85. 85 Let’s Connect – Questions and discussion welcome!

Notas do Editor

  1. Image source: Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.
  2. Source: IrishTimes in 2017
  3. Showing the need to integrate web experiences with other paid, owned, earned channels
  4. Some examples in Awards mentioned performance improvements
  5. Take note when Google CEO Sundar Pichai says this