Digital marketing is an established industry that continues to grow and change rapidly. It faces challenges like low budgets, a lack of skills in data management, and difficulties with reporting ROI across multiple channels. Upcoming trends include more emphasis on content marketing, big data and analytics, and wearable technology disrupting new markets. Change must be embraced to avoid falling behind new technologies and the expectations of demanding customers.

1. UWS Applied Marketing Solutions presentation
Frederic Chanut
Managing Director, In Marketing We Trust

2. Landscape overview
Key Challenges
New trends & hype cycles
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3. DIGITAL MARKETING IS OLD AND YET STILL GROWING
LANDSCAPE OVERVIEW
Year –Key WebsiteDigital Mktgchannel created
1994 –Amazon Ecommerce
1995 –Yahoo!ePR–SEO
1996 –HotmailEmail
1998 –Google createdAdwords(PPC)
2000 –Gumtree createdClassified
2001 –Wikipedia createdOnline Reputation Management
2003 –WordpresscreatedBlogging
2004 –Facebook createdSocial Media Marketing
2005 –YoutubecreatedVideo Marketing
2006 –Telstra uncapped its ADSLDisplay Advertising
2007 –Xhamstercreated[All of the above]
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4. DIGITAL MARKETING IS COMPLEX
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LANDSCAPE OVERVIEW

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6. OLD BUT STILL KICKING
‣Digital marketing is now well established for most companies but still a lot more to come
‣Digital marketing growth may reduce overtime but we are likely to see its rate of change increasing over time.
LANDSCAPE OVERVIEW 6

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8. TOUGH ROADAHEAD
CHALLENGES
Low budgetsNew mentality
Skills shortage
Reporting difficultiesComplex technology
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9. OVER 70% OF BUDGET ARE STILL ALLOCATED TO OFFLINE MARKETING
‣Despite better and more accountable returns, digital is still the poor child of marketing.
‣Adwordsand Banner ads taking 80% of digital spend
KEY CHALLENGES 9
Source

10. PROBLEM WITH PAID MEDIA IS…
KEY CHALLENGES
"15-25% OF AD BUDGET IS WASTED" Sir Martin Sorrell, CEO of WPP (World biggest ad agency)
So why isn’t Digital and Earned Media projects growing at faster rates ?
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11. BUDGET AND TALENT CRUNCH: DIGITAL’S BIGGEST CHALLENGES
‣Making a case for digital, like any investment is harder.
‣Even harder when the environment is constantly evolving
‣Skills Gap (esp. senior management) cause a direct threat to the acceptance and delivery of digital campaigns
KEY CHALLENGES 11
Source

12. FIGHT LANDFILLMARKETING
KEY CHALLENGES 12

13. NO MATTER THE TECHNOLOGY USED IN MARKETING: GARBAGE IN = GARBAGE OUT
KEY CHALLENGES
We need to change the way we do marketing to stop producing spam and start a conversation with customers
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14. A FEW SOCIAL MEDIA STATS
SOCIAL MEDIA ADVERTISING
< 0.5% of Facebook fansengagewith brandsthey are fans of.
Only 30% of social media fans' feedback receives a response
20% of Facebook users have purchased something because of ads or commentsthey saw there
91% of online adults use social media regularly
Triggered messageshave a119% higher success ratethan “Business as Usual” ones.
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15. DATA MGMTIS THE BIGGEST SKILLS SHORTAGE
KEY CHALLENGES 15

16. MEDIA LINES ARE BLURRING. MAKING HARDER TO REPORT ROI
KEY CHALLENGES 16
Source

17. DATA WRANGLING AND ATTRIBUTION IS THE NEW DIGITAL SPORT
‣Multi screen
‣Multi touch point attribution
‣Increasing volume of data
‣Non integrated systems
‣Excel is no longer sufficient
‣BI tools can be costly to implement and manage
KEY CHALLENGES 17
Source

18. ‘IF YOU FALL BEHINDYOU WONT HAVE TIME TO CATCH YOURBREATH. TECHNOLOGY ISMOVING WITH ORWITHOUT YOU’
KEY CHALLENGES
Ange Ferguson,
MD,ThoughtWorksAus.
Credit
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19. CUSTOMERS ARE IN ANY NEW DIGITAL ITEM BEFORE YOU
‣BS radar is on for any Gen Y and Gen Z.
‣They will adopt new tech before you even get to it.
‣Be real about it. Embrace it. Learn from them.
‣Authenticity, information, permission marketing and instant gratification seems to be the new standard of a demanding customer base
KEY CHALLENGES 19
Source

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21. UPCOMING TRENDS, HYPE AND COMMERCIAL OPPORTUNITIES
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22. KEY TREND IN DIGITAL MKTGNOW
NEW TRENDS
Google searches by absolute volume in the last 7 years show the rise of content and high tech marketing. Source
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23. CONTENT MARKETING
NEW TRENDS
Source
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24. “WE HAVE TECHNOLOGY, FINALLY, THAT FOR THE FIRST TIME IN HUMAN HISTORY ALLOWS PEOPLE TO REALLY MAINTAIN RICH CONNECTIONS WITH MUCH LARGER NUMBERS OF PEOPLE”
Pierre Omidyar-eBay founder

25. BIG DATA = ACCESSIBLE BI + VOLUME OF INFO
‣A lot of hype around big data, for us it is primarily:
‣A tech upgrade (cloud infrastructure & data storage)
‣A more dynamic environment (Multi source API)
‣A more approachable solution (User interface improvement)
BIGDATA INSIGHTS 25

26. WEARABLE TECHNOLOGY STILL A GIMMICK BUT FOR HOW LONG?
GOOGLE GLASSES 26

27. SKULLYAN EXAMPLE OF HOW WEARABLE WILL DISRUPT MARKETS
‣Brings technology and the web in places left untouched.
‣Remove the device (phone/laptop) barrier
‣Interact with environment
NEW TRENDS 27
TheSkullyAR-1motorcycle helmet is the fastest fully-funded campaign on Indiegogo, raising $1 million in about 45 hours

28. THE TECH. HYPE 2008
NEW TRENDS 28

29. THE TECH. HYPE 2014
NEW TRENDS 29

30. “Change almost never failsbecause it's too early. It almost always fails because it's too late.” Seth Godin

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Cover credit