Digital Marketing Trends
Tuesday 2 October 2018

CIM LONDON | MARKETING CLUBS | 2018 - 2019

CIM LONDON | MARKETING CLUBS | 2018 - 2019
Malcolm Kirkup
Head of College

CIM LONDON | MARKETING CLUBS | 2018 - 2019
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CIM LONDON | MARKETING CLUBS | 2018 - 2019
#cimdigital

CIM LONDON | MARKETING CLUBS | 2018 - 2019
We hope you have an enjoyable experience
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Download : www.slideshare.net/DaveChaffey
Digital Marketing Trends 2019
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights

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Are you catching the right wave?

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Catching
the right wave
at the right time…
Latest Gartner Hype Cycles compilation

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Co-founder and content director of
SmartInsights.com - 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

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Our structure
The eight digital communications techniques every business needs to master

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Digital marketing strategy trends

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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

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Smart Insights Digital marketing trends article

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Martech is only part of transformation
Source: Inside Google’s Data Centers

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Auditing your Martech stack
Download: http://bit.ly/smartdigitaltools

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This is why digital transformation matters

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Planning the perfect ‘always-on’ omnichannel lifecycle

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The missed opportunity of unplanned Lifecycle Marketing

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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

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Example FS contact strategy
The Financial brand – 21 steps to financial services onboarding

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Example personas for B2B marketing
automation software
Mistake = Misusing Personas

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Mapping personas to lifecycle
Source: HubSpot Persona content mapping template download

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Marketing trends

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What drives business growth?
Source: CMO Survey arranged by Duke University Fuqua Business School, Deloitte and the American Marketing Association

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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.

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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!
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Subscription commerce example

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Consumer DVP with clear outcomes

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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

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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”.

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Content marketing strategy

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Content marketing strategy

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Source: Scott Brinker, The 4th Wave of Content Marketing
Building in interactivity

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Quiz example

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Content distribution trends

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Example: integrated B2B content hub

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Benchmarking content against competitors
Source: Smart Insights Content Marketing Matrix

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Reviewing your use of IRM
Source: Onalytica: Influencer marketing guide
Capabilities:
• Influencer
analysis
• Measurement
• Content
• People
• Process

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Digital experiences

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Mobile matters

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Mobile experience strategy
• Mobile responsive design (RWD) vs
• AMPs: Accelerated mobile Project Pages (AMPs)
• PWAs: Progressive Web Apps

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How many structured experiments
does your business run each month?

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Our experience = CRO works!
Test example from Convert.com
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Google Optimize is now live
Smart Insights Quick Wins

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International CRO at ASOS.com

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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

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Email marketing and marketing automation

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Email marketing trends
State of Email marketing review

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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

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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

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Design trend Conversational UI?

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Intercom B2B conversational UI

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Search marketing

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Tapping into search marketing insights

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How do you compare?

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Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google

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Are you harnessing Google’s SERPs features?

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Social media marketing

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Optimizing platform spend and best practices

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Facebook
ad
options?

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LinkedIn
Ad
Options?

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Review audience demographics in LinkedIn

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It all adds up to… Digital Transformation

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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)

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For comparison…

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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

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Latest Gartner Hype Cycles compilation – Smart Dust briefing
The future of
technology?

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Marketing AI options
Source: Premium members Machine Learning and AI briefing

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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.

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NLG: Automated copywriting
Sources: Phrasee for Email and Automated Insights / Wordsmith

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Have you reviewed your digital capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Do you have the personal skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/DaveChaffey