Summarized digital marketing trends from white papers.

1. Trends in
eMarketing
Murat Esmer
http://muratesmer.com

2. Presentation Content
Customer Centricity
Channel Diversification
Data
Social Media
Content Strategy

3. 1 - Customer
Centricity
User Experience
Customer Experience Management
Voice of the Customer

4. 1 - Customer Centricity
User Experience
User Centred Design: Usability tests must be applied in order to
maintain UX-centric digital web environment.
Humanisation of Experience & Emotional Design: The digital
environment became more “human” to compete with offline. Trust,
confidence, enjoyment, brand loyalty will be increasingly important.
Examples: Live Chat, Live Stream, Virtual Sales Reps., Touch Sensitive Tech.
Proliferation of Devices: Brings conflict on cross-channel customer
experience. Brands must adapt mobile internet & tech. to succeed.
Location based marketing, targetted ads will become crucial via social
networks & mobile applications.
Gamification: is not only social gaming, it is about understanding how
users behave to understand to achieve business goals.
Example: Virtual Badges of Foursquare

5. 1 - Customer Centricity
Customer Experience
Management
Customer Experience has impact on both financial performance and
softer metrics like brand perception & customer satisfaction.
Customer-Centric Culture must be set and testing tools (A/B,
Multivariate Test, Usability, Heatmap Test) must be integrated to learn
the right approach.

6. 1 - Customer Centricity
Customer Experience
Management
Customer Struggle Must Be Reduced!
Poor online UX, coupled with a lack of insight about why customer are
abondoning websites, is costing business.
Companies have least understanding about what is happening at the bottom
of the online sales “funnel”. Budgets must be allocated.
Direct > Social Media > Google Adwords > Social Media > Direct
Companies are prioritising investment in online channels but de-prioitising
investment in the online customer experience.

7. 1 - Customer Centricity
Understanding
Customer Experience
Methods used for understanding the customer experience;
Web Analytics
Online Surveys
User Testing
A/B or Multivariate Tests
Customer Interviews
Social Media Tools
Online Reputation Buzz
Offline Surveys
Online Focus Groups
Session Replay Technology

8. 1 - Customer Centricity
Additional Resource
How Brand can use Location-Based Marketing:
Mobile Apps
Mobile Search (Keyword-SEO Strategies Device-Connection Based
Mobile Google Adwords
Foursquare
Facebook Deals
Hyperlocal Content Strategy

9. 1 - Customer Centricity
Gamification Rules
Can game mechanics help customer to engage with your product or
service?
Will they help to increase revenue and improve overall customer
experience?
Look closely at mechanics that focus attention on what brands do best,
and then think about how to get your customers to share and drive
new business for you.
Increase repeat business should be high on the list of priorities
Make customers feel “very” special.

10. 2 - Channel
Diversification
Key Trends & Market Drivers
Connect Channels with Mobile
Mobile Commerce

11. 2 - Channel
Diversification
Mobile App vs. Mobile Web; Which one is the right to invest?
Reality: Customers use both, so integrated approach is the optimal
solution.
To decision to invest in an app or in a mobile website depends on the
company’s target audience and the functionality of the app. Companies also
need to consider time, budget and resource to develop each solution.
About native, web or hybrid mobile app development, here is a presentation
http://bit.ly/whichapptodevelop

12. 2 - Channel Diversification
Mobile UX vs Cost
Native App: Exact UX & High Cost
Hybrid App: True UX & Middle Cost
Web App: Low UX & Low Cost
Mobile Website: Low UX & Low Cost

13. 2 - Channel Diversification
Connect Channels
with Mobile
Connectivity will be in customer’s hands!
More than half of the smartphone owners to their handsets to locate a physical
store and more than 47% use their phones to directly purchase products or
services. (Ref; http://bit.ly/mobileretailresearch)
Retailers need to budget for a mobile-friendly e-commerce platform when
developing a mobile app or website.

14. 2 - Channel Diversification
Actions Taken as a Result
of a Mobile Search
59% Discuss > Talked to others, visited social networks, recommend brand or
product to others
67% Continue Research > Looked for more information on PC, smartphone
or offline
68% Visit a Business > Store, Online Retailer or Brandwebsite
53% Purchase > In-Store (40%), Online (35%), Smartphone (20%)
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011

15. 2 - Channel Diversification
Actions Taken After
Accesing Local Content
Called the business (61%)
Visited a business (59%)
Looked up business on a map or got directions (58%)
Visited the website of a business (54%)
Made a purchase from a business online (22%)
Recommend a business/service to someone else (22%)
Read or wrote a review about business (20%)
Marked or added a business to favorite list (19%)

16. 2 - Channel Diversification
The Rise of the
Second Screen
It is now very common for people to watch TV while also interacting
with PC, mobile or tablet.
Examples;
1 - ~10% of all Youtube views are now on mobile
2 - Shazam gives users the ability to almost instantly recognise TV content.
3 - Users can check in to TV programmes in a similar way to Foursquare with
GetGlue App.

17. 2 - Channel Diversification
Mobile Commerce
Mobile Payment Systems are Growing.
Ex: Google Wallet, Turkcell Cüzdan
Mobile Phones now Enable Richer Shopping Experience with HTML5
Near Field Communication (NFC) Technology will finally allow mobile
wallets to reach mainstream consumer adoption. (http://bit.ly/nfcpayment)
Carrier based targeted offers will be delivered to customers soon and
they will also provide payment services.
Ex: Turkcell Cüzdan

18. 3 - Data
Measuring the Value of Social Media
Social CRM
Attribution Management

19. 3 - Data
Measuring the Value
of Social Media
Organisations have to be shed light on the measurement of below
parameters;
Social Benchmarks
Action & Interaction
Traffic
Sales
Leads
Search Marketing
Brand Metrics
PR
Customer Engagement
Retention
Profits

20. 3 - Data
Social CRM
Data offers the oppurtunity to evaluate, anticipate and exceed
customer expactations in an increasingly interactive, mobile world.
Explicit Data; includes what people say/ask for in any of a variety of settings,
from a brand’s own website and preference centres, letters, phone calls or
store-captured response, to product forums, review sites and of course, social
networking.
Implicit Data; includes many long standing facets, such as purchase history,
website and offline behaviour and demographic information. Social elements,
such as “Likes” or statements that imply sentiment or interest. Depending on
the source, social data may also include location and some demographic/profile
data.

21. 3 - Data
Attribution
Management
The digital age of concept, data-driven, totally accountable marketing
has proven to be more difficult to achieve than first thought.
Questions are;
Which tactics are producing revenue, which are having brand impact and how
do they relate to the others?
Which tactics are helping to produce revenue by enabling sales through other
channels?
How should an organisation credit the initial brand impression (If it is able to
identify it) versus clicks down the line toward ultimate purchase?
When customers are exposed to marketing offline and digitally, how can credit
be accurately assigned?

22. 3 - Data
Attribution
Management
Premier vendors such as Atlas, Adobe Omniture, Google have rolled
out tools to better understand how different tactics play a role.
Although there are various models, true one is the same;
De-duplication of credit to multiple affilliate partners for the same lead or
click.
Reflection of online to offline and vice versa.
True understanding of brand and engagement elements that contribute to the
sale, such as display and social media

23. 4 - Social Media
Social for SEO
Social Media has a visible impact on SEO activity. (http://selnd.com/
12EdiDv)
Contributes under natural keyword variation, unique, content generation,
link-building
Social Commerce
It is crucial to combine strategy under providing customer support, sales
support and marketing and generate sales with Social CRM and Apps.
Social Media Management
Integrate all channels into one platform like Hootsuite, Sprout Social.
Measure all the quantitative or qualitative date.
Administrate succesfully and organise the activity

24. 5 - Content Strategy
Advertising is dying as it no longer works so well in a more
fragmented media world rife with ad skipping technologies.
Brands are shifting budgets to invest increasingly in „owned
media‟ (own websites, e-newsletters etc.) and „earned media‟ (links to
your site, what customers say about you via social media, ratings/
reviews etc.).

25. 5 - Content Strategy
Content Strategy

26. 5 - Content Strategy
Content Strategy

27. 5 - Content Strategy
Earned Media Benefits
Against Bought Media
It is usually cheaper to create.
Distribution online is “free”.
Word of mouth is still the most effective form of marketing so peer-to-peer endorsement is
ideal.
Ad skipping technologies (online, TV etc.) mean increasing amounts of bought media are not
being seen.
Earned media delivers inbound links online which is now the key factor in a brand‟s search
engine rankings and improved search results = direct ROI.
Content, and earned media, have a long life. Unlike advertising or marketing campaigns,
which are ephemeral, content can be considered an asset which „keeps on giving‟ via
continued direct traffic from links and indirect traffic via improved search rankings.

28. Thank You
Murat Esmer