This document outlines 22 digital marketing trends for 2014 and provides recommendations. The key trends include a focus on content marketing, conversion rate optimization, and mobile marketing. It emphasizes the importance of measurement and optimization to drive commercial results. Additional trends include increased targeting options in social/paid media, the rise of visual content and apps, deeper analytics use, and a focus on customer experience through feedback and social customer relationship management. The document provides examples and resources to illustrate each trend.
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About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Responsible for CXM at
SmartInsights.com -- a
marketing advice site
with Expert members in
over 50 countries using
our planning guides,
templates and online
courses to improve
results.
• Insights Director @
search conversion
agency ClickThrough
Marketing
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Which tactic will give your
business the biggest
commercial benefits in 2014?
1. Content marketing
2. Conversion rate optimisation
3. Mobile marketing
4. Search marketing (SEO and PPC)
5. Social media marketing
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1. Digital marketing is Marketing
2. You need a strategy
3. Measurement and optimisation
to improve commercial results
are the foundation
4. Joined-up customer-centred
marketing is essential
5. Keep communications human
6. Be agile
7. Inbound marketing trumps
outbound marketing
8. Engagement is the real challenge
9. Think Global, Act Local
10. Markets are conversations
1. Strategy
2. Commercial
3. Customer Experience
4. Integration
5. Brand
6. Data
7. Personalisation
8. Technology
9. Content
10. Social
11. Character
2011 2013
PLAN
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Example of Ishikawa or Fishbone diagram
Growth Hacking post
PLAN
Trend 2: Managing performance drivers through growth hacking
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Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
Squires from Seren
Customer persona toolkit: http://bit.ly/smartpersonas
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Do you have a person
or team RESPONSIBLE
FOR CXM?
Vote!
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Trend 4: Investment in Brand OVP/YouTility
Audience use of
digital and social
media > Personas
Commercial goals >
Customer
engagement
> OVP
> Marketing Mix
Branded
Content Marketing
Strategy
Integrated
Marketing
Communications
Strategy
Integrated
Digital platform
tactics and tools
OVP = Online Value Proposition
= Brand Adding Value to Audience
Help me do my job / live my life
Help me develop / learn
Help Make me look good
Help Entertain Me!
Help me Select and Use Products
http://bit.ly/smartovp
PLAN
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REACH
Trend 5: Increased in paid, owned, earned media targeting
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
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Trend 6: Use of attribution to assess media effectiveness
Recommendation:
Use Google‟s
Multichannel
Funnels and
Attribution Models to
report effective
touchpoints
REACH
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Jeff Bezos on
Shiny Objects
"There are always shiny
things.
A company shouldn‟t get
addicted to being
shiny, because shiny
doesn‟t last.
You really want something
that‟s much deeper-
keeled. You want your
customers to value your
service.
Wired Interview
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SEO Trends?
1. Content – requires depth
and detail “Epic/Nuclear”
2. Different types of content
give traction
3. Author authority and social
signals matters
4. Links remain critical, but
bar for quality keeps going
up.
5. Diverse anchor text
needed after Penguin
6. Great design matters
7. Guest posting comes
under increased scrutiny
8. Social continues to exert
a powerful influence
9. Mobile performance and
compatibility matter
10. SEO is less
tactics, more strategy
Source: Search Engine Journal, MoZ ranking factors
Trend 9. SEO Signals = Content, author and outreach quality
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The Content marketing /
engagement challenge
Slideshare: Doug Kessler - Crap. The Content Marketing Deluge.
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Trend 10. Evaluation of content and
social media marketing investments
Criteria?
Rev/visit
Demand+
lead gen
Amplify
Brand fit
SEO
Longevity
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Trend 15: Mobile CRO
Recommendation: Review leads, sales from different device, resolution Advanced Segments
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The challenge of Mobile CRO
0%
20%
40%
60%
80%
100%
120%
Store Website msite Apps
Browse vs. purchase
channels
Browse
Purchase
88% Debenhams customers use mobile to browse vs. 12% purchase
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Vision on Left…
In place 2014:
Universal Analytics giving:
Data import – Measurement Protocol
Cross-device tracking
Advanced Segments
Updates e.g. cohorts
Improvements to custom
report dashboards
Attribution modeling now
mainstream
Trend 16: Deeper use of analytics
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Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million
email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog
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Trend 21: Email testing increases in sophistication
Source: Philips presenting on PlantoEngage.com
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Using event-triggered emails –
Marketing Automation / Re-marketing example
1. Generic branded follow-up
email :
+10% conversion rate.
2. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 72 hours:
+100% conversion rate.
3. Personalised remarketing
email with a promotional code
for a 5% discount time limited
to 48 hours:
+200% conversion rate.
Source: Smart Insights: Email re-marketing
http://bit.ly/smarteremail
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Editor's Notes
Trends are recommendations of key issues to consider to improve performance.Sharing examples of performance data.
Does technology fuel growth?
Majority in Reach since gaining attention within increase of media channels is biggest challenge
When I talk to Digital Marketing and Ecommerce Managers at large organisations they have a 3 year look ahead, updated.
Defining investment in platforms and activities to drive growth?
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Impact on CPC – Greenlight has seen 30% increase in CPC sinceEnhanced campaigns
Can look at the SEOmozfactgors, but more practical guidance here.What Neil Patel calls “Epic” content, MichaelStelzman calls Nuclear
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Sales of 1 billion
Doug Kessler – Velocity Partners
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social