Presentation on learning resources for those in digital marketing.

1. Know what?
Keeping up with digital marketing

2. Chef The Movie
This clip is an illustration of the
state of digital marketing
today.

3. Trends for digital marketers in 2015
 Content marketing: Valuable info/content that pulls consumers to the company and encourages
engagement/interaction. (e.g., Brighterlife.ca, lclining.ca by Linen Chest, Youtube videos).
 Data-driven marketing: Data-driven marketing refers to the marketing insights and decisions that arise from
the analysis of data about or from consumers from primary (direct) or secondary (tracking) sources.
 Marketing automation/Programmatic: Tactics/software that involve multiple
channels and allows companies to automate marketing tasks and make experiences
more personal. (e.g., personalized content for commercial emails).
 Mobile-first/mobile only marketing: Primary marketing strategy
and tactics on or with a mobile device.
 Social media marketing: Refers to the process of gaining traffic
or attention through social media sites.
 Note: Email marketing is still the #1 direct channel for positive return
on investment – For every $1 spent, $40 in return.

4. Why are these trends important?
What’s
happening
now
Multiple
devices
Smart
stuff
Online
growth
Smart-
phones Social
Everyone
online,
everywhere, all
the time, doing
almost
anything.
Laptop/pc,
smartphone,
tablet are the
top devices
SmartTV,
Apple
Watch,
Google
Glass,
Oculus Rift
(FB),
Virtual
reality.
40% of globe
online and
rising = 3
billion +
80% of Internet
users have a
smartphone.
#2 device for
searches.
2 billion +
active on
social media
Close to 1.7
billion active
social
account on
mobile
Canadian Stats:
-Canada #1 for Internet usage (93%)
-54% of population use mobile
devices for Internet usage
-70% of web pages are viewed from
laptops and desktops. 49% still use
laptops or PCs for ecommerce vs.
13% mobile.
-56% of population is on social
media. Facebook is #1 platform.
Twitter is #2.
-Top mobile activities: 27% watch
videos, 24% use social media and
24% mobile banking.

5. Okay. So how can I keep up?
There is a lot of information available from established and
new institutions, not to mention blogs, news media, and
vendors.
 Universities and Colleges offer recognized
certificate and degree programs in digital
marketing
 Industry associations offer courses by
professionals in the field (e.g., CMA, AMA)
 Industry leaders also offer courses and
certification – e.g., Google, CMI
 Online learning resources available from a variety
of vendors - subscription-based (e.g., Lynda.com)
 Youtube videos, Vine, vendor videos.
 Connect with people online and “follow” them –
e.g., LinkedIn, Twitter
 Blogs from thought-leaders or trusted resources
(e.g., Jakob Nielson, Shel Holtz, MarketingLand)

6. Sampling of free online resources on digital
trends
Step 1
Programmatic: A
Brand Marketer’s
Guide
Step 2
Advanced email
marketing
Step 3
The Definitive
Guide to
Marketing
Automation
Step 4
Content
Marketing
Institute -
eLibrary
Step 5
Big Data and
analytics
eLibrary by IBM
Step 6
MobileMarketingWa
tch.com

7. Videos for
learning
 How to explain programmatic video to your grandma by
Chango:
https://www.chango.com/resources/articles/explain-
programmatic-video-your-grandma/
 The Mobile movement: Understanding smartphone users -
https://www.youtube.com/watch?v=l_Ei7CxXwuo
 Dos and Don’ts of email marketing by Google Small Business
Community: https://www.youtube.com/watch?v=3RpfjNPbx2Y
 Data driven marketing by Teradata:
https://youtu.be/ar4rR9FWBqg
 4 Content marketing initiatives you need in 2015 by CMI:
https://youtu.be/j_tOQsJ9H_Q
 Digital and social media trends 2014 and beyond:
https://youtu.be/Kdo-qTSqtUk
Here are samples of videos
found online that provide
insight and instruction on
digital trends.

8. Field trips
Conferences on digital
marketing
Digital media summit – May 7, 2015 – Sheraton Centre
http://digitalmediasummit.ca/agenda/overview/
Digital Marketing Financial Services Conference – June 9-10,2015 –
Sheraton Centre
http://www.financialdigitalmarketing.com/
ClickZ Live Toronto – June 23-25,2015 – Marriott Downtown Eaton
Centre
http://www.clickzlive.com/toronto/index.php
Data Marketing Conference and Exhibition 2015 - November 19-20, 2015
– Westin Harbour Castle Hotel
http://www.datamarketing.ca/index.html

9. References
While most information in this
presentation is based on
embedded links, here are
sources for the stats and
commentary.
Smartinsights – The State of Digital Marketing -
http://www.smartinsights.com/managing-digital-
marketing/marketing-innovation/digital-marketing-trends-2015/
and http://www.smartinsights.com/managing-digital-
marketing/marketing-innovation/state-of-digital-marketing/
Financial Times Lexicon: http://lexicon.ft.com/
Digital, Social & Mobile in 2015 -
http://www.slideshare.net/wearesocialsg/digital-social-mobile-in-
2015
Does Email Marketing Produce an ROI? Survey Says…
http://www.exacttarget.com/blog/does-email-marketing-produce-
an-roi-survey-says/
Chef by Jon Favreau - http://chefthefilm.com/