1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
Digital Marketing Trends 2018:
From AI and AMPs to DMPs and PWAs
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights

2
Latest Gartner Hype Cycles compilation

3
Today’s Agenda
• AI and Machine Learning
including NLG
• AMPs and PWAs
• DMPs including CDPs
• CRO
• GDPR
• RACE Lifecycle optimization
Smart Insights 2018 Digital marketing trends article

4
Co-founder and Editor of
SmartInsights.com - a marketing
advice community with > 1/2
million uniques/quarter.
Premium members in over 100
countries use our planning
guides, templates and online
courses to Plan, Manage and
Optimise their digital marketing.
We also offer consulting and
training for members.
Digital Marketing strategist, consultant, trainer and author since ‘97
Free Basic
membership
About Dave Chaffey

5
Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Share viewpoints or questions via #DigitalPriorities
@SmartInsights
• Give your views in the votes
• Do ask questions at any point via the Questions panel
• We will leave c10 minutes for questions at the end

6
How do your digital marketing skills rate?
https://www.smartinsights.com/personalized-learning-plan/ - Free digital skills assessment

7
… and your digital marketing capabilities?
https://www.smartinsights.com/capability-grader/ - Free capability review

8
AI and Machine Learning
Practical marketing applications of artificial intelligence

9

10
https://www.youtube.com/watch?v=gn4nRCC9TwQ

11
Marketing AI options
Source: Premium members Machine Learning and AI briefing

12
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.

13
Predictive analytics for automation example
Analysis of historical
Transactions and
customer profile data
Predictive scoring
of prospects
and customers

14
NLG: Automated copywriting
Sources: Phrasee for Email and Automated Insights / Wordsmith

15
AMPs
Using Accelerated Mobile Pages project for SEO

16
An AMP
example
-
served from
Google’s servers

17
Do you AMP?
• A. Yes – Have more > 1 year
• B. Yes – previous year.
• C. No – planned for 2018
• D. No – Not planned
• E. Not sure

18
How do you compare?

19
Source: Two years of AMP pages – David Besbris, VP Google Search, AMP Lead at Google

20
Are you harnessing Google’s SERP features?

21
PWAs
Progressive Web Apps

22

23
Pros and Cons?
+ Rapid install + download = better results
+ Less data transfer and can potentially work
offline
+ Potentially single code base rather than separate
Web vs iOS/Android native apps
+ Magento2 support
- Rely on ‘Web App Manifest’ and ‘Service Workers’
- Apple don’t support yet in Webkit/iOS/Safari
- React Native is another standard used by
Facebook, AirBnB
- Lack of skills since new?

24
DMPs and CDPs
Data Management Platforms and Customer Data Platforms

25
Source: DMP 101 by Eddy Widerker
DMP gives you an SCV…

26
Source: DMP 101 by Eddy Widerker
Single Customer View for John

27
4 use cases
Source: DMP 101 by Eddy Widerker
Lookalike modelling / ProspectingMedia suppression
Site / Email personalization Media personalization

28
CRO
‘Conversion Rate Optimization’

29
Q Are you REALLY mobile AND desktop
optimised? NOT simply mobile first!

30
Q Are you mobile adaptive rather than responsive?

31
Rules-based
Machine-driven
AB testing
1:1
Optimisation
Segmentation
Q Which of these personalisation
techniques do you use on site?
Source: Retail Week

32
Example of brand messages: USPs and OVPs

33
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

34
Google Optimize is now live
Smart Insights Quick Wins

35
GDPR
European General Data Protection and ePrivacy initiative

36
Q Are you ready for GDPR?

37
Smart Insights GDPR Briefing

38
RACE Lifecycle optimisation
Plan > Reach > Act > Convert > Engage

39
Is your ‘always-on’ lifecycle marketing effective and efficient?

40
Customer lifecycle touchpoint review –
filling gaps and optimisation needed!

41
Recommendation – report your MoM and YoY
channel deltas through Google Analytics API
Smart Insights RACE Digital Marketing Dashboard for Google Sheets
Google’s Data Studio is a new option that uses GAAPI

42
A final trend - Conversational UIs?

43
B2B Conversational UI funnel nudge examples

44
Customised tools –
the 4th Wave of Content Marketing
Source: Scott Brinker, The 4th Wave of Content Marketing

45
Do you have the personal skills to compete?
Try our Free Skills Assessment: smartinsights.com/personalized-learning-plan

46
Have you reviewed your capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

47
Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
www.slideshare.net/Smart-Insights