2014 Digital Marketing Trends

2014 Digital Marketing Trends,
Predictions & Action Items
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com

What’s Inside?
•

The current state of digital marketing

•

9 trends & predictions to watch

•

Your 2014 action items

•

Lots of stats

•

Lots of examples



The Current State Of Digital Marketing
•

Explosion of digital touch points

•

Blindingly fast speed at which digital interactions happen

•

Multi-device environment increasing the complexity of
delivering web content

•

Rising expectations of customers

•

Inﬂuence of social media



Predictions
•

Increase in sophistication of digital experiences

•

Marketing becomes useful (Youtility)

•

Marketing becomes increasingly location-based

•

Advertising gets native

•

And more predictive

•

Content marketing still big...but app-like content gets bigger

•

Wearable technology goes mainstream

•

Growth hacking makes a comeback

•

Move towards omni-channel vs multi-channel



Prediction #1:
Increase in Sophistication of Digital Experiences



“A great digital experience
is no longer a nice-tohave; it’s a make-or-break
point for your business as
we more fully enter the
digital age.”


59% of digital marketers rate digital experience
creation as “high” or “very high” priority



76% of organizations that place a high priority on
digital experience creation report revenue growth



The two most powerful digital approaches
for driving brand perception
#1 Responsive design

#2 Content targeting


Organizations reporting revenue growth are aggressively
exploiting more sophisticated digital experiences

83% of
organizations
creating
advanced digital
experiences
report revenue
growth



Approaches to digital experience creation in 2014

+12% content targeting
+12% conversion paths
+11% microsites
+11% personalization
+9% responsive design
- 16% website


Action Items:
•

Go big or go home — deliver a fantastic, relevant, engaging,
targeted, personalized experience. Period.

•

Read the Digital Marketing Landscape: The Power of Digital
Experiences in 2014



Prediction #2:
Marketing becomes useful. Youtility.



If you sell something, you
make a customer today; if
you help someone, you make
a customer for life.
-Jay Baer

Smart marketing is about help, not hype
Think: calculators, price estimators, scoring tools & more


Dell’s ROI Calculator
estimates potential ROI



ion’s free calculator
allows for easy
estimation of pricing



Geek Squad’s YouTube
channel provides hundreds
of instructional videos for
DIYers



Action Items: Read Up!

http://www.youtilitybook.com


Prediction #3:
Marketing becomes increasingly location-based



Location-Based Marketing
•

Integrates mobile advertising with location-based services

•

Delivers multi-media directly to the user of a mobile device,
dependent on location via GPS technology

•

Push — users must opt-in

•

Pull — users interact with mobile sites or apps



“...think of location as the
new cookie — it’s about
tracking people through
their day, across places,
devices and all media
types.”
Asif Khan, Founder & President



Google shows addresses and maps of
local book stores....

Mobile apps use location
services to serve local coupons



Action Items:
•

Check out TheLBMA.com

•

Download the Location-Based Marketing Infographic for
actionable LBM tips



Prediction #4:
Advertising gets native



Native Advertising
•

Native advertising integrates high-quality content into the organic
experience of a given platform — social, web, video, etc.

•

Native advertising is not advertorial

•

Should contribute value by improving user experience



sponsored
content

content
recommendation
engines



Action Item: Is Native Advertising Right For You?



Prediction #5:
Advertising becomes more predictive
and less reactive



Retailers are ﬁnding
ways to “predict”
wants, needs and
even life stages based
on buying patterns


Predictive Behavioral Targeting
•

Real-time bidding allows for the advertiser to cherrypick a potential customer

•

Site retargeting is reactive. Targets based on what
someone has done, after visiting your site.

•

Search retargeting is reactive. Targets based on
search term, without having visited your site.

•

Predictive targeting responds to an ad based on
shared attributes of “converters”

•

Predicts interests and future behavior



Action Item: Research Predictive Advertising

Text



Prediction #6:
Content marketing goes to the apps



On average, 30% of
B2B marketing
budget allocated to
content marketing



58% of B2B
marketers plan to
increase their content
budget in 2014



42% of B2B marketers
believe they are effective
at content marketing



the problem?



Content overload



the solution:
Youtility turns static content into
something useful for the visitor



App-like experiences
allow content to be
easily digested

Smart Insights’‘health
check’ tool gives advice &
content recommendations
based on your answers



ion’s ‘Score Your Landing Page’
marketing app provides
recommendations for improving
individual landing pages


ion’s ‘Post-click Assessment’ gives
guidance on building a successful
post-click program


Action Items:
•

Read Landing Pages for Content Marketing Idea Book

•

Read the Marketing Apps Idea Book

•

Use agile approach to turn one piece of written content into
an interactive piece of content



Prediction #7:
Wearable tech goes mainstream



The wearable tech space is
incredibly dynamic and
crosses many industries


Global Wearable Technology Market
Will Reach USD 5.8 Billion in 2018



Wearable devices furthers increase the importance

responsive design for brands,

of
designers, and content creators.



Action Items:
•

Go responsive — now!

•

Embrace wearable technology and the customer-centric
thinking it promotes

•

Soon, data from “lifestyle tracking” will allow us to provide a
more personal marketing experience



Prediction #8:
Growth hacking



Growth Hacking
•

Startup advisor & marketer Sean Ellis coined the term “growth
hacker” in 2010

•

Technique which uses creativity, analytical thinking & social
metrics to sell products & gain exposure

•

Focuses on low-cost & innovative alternatives to traditional
marketing (in addition to mainstream ones: SEO, LPO, etc.)

•

Early example of "growth hacking”... Hotmail's ‘PS: I love you.
Get your free e-mail at Hotmail’

Courtesy of Mattan Griffel - Growth Hacking Lean Marketing for StartUps


“Growth hacking is about looking out for and catching the
next major marketing wave before others have grokked it.”


A growth hacker is a
person who’s true north
is growth.
-Sean Ellis



Action Items: Research Growth Hacking



Prediction #9:
Omni-channel



informed
empowered

The Omni-channel
Customer

always connected
demands real choice when
selecting & purchasing goods



“An omni-channel experience incorporates
many technologies and touchpoints to create
a shopping experience that is as informative,
effortless, and even sharable as possible.”



Free shipping & free returns
Mobile app
Personal stylists
Wish List
Recommendation engine
Rewards/point system

Mobile app
QR barcodes
Geo-location
(‘Find a Store’
mobile feature)



Investment In Omni-channel Customer
Services Can Reap Big Rewards....

Quarterly Revenue Growth (YoY)

Quarterly growth rate of Nordstrom and Macy’s vs. Department store sector
20%
Nordstrom launched
omni-channel initiative

15%

Nordstrom

10%
Macy’s

5%
0%
-5%
-10%
-15%

Macy’s launched
omni-channel initiative

-20%
Jul

Oct

Jan

Apr

2006

Jul

Oct

Jan

Apr

2007

Jul

Oct

Jan

Apr

2008

Jul

Oct

Jan

Apr

2009

Jul

Oct

2010

Jan

Apr

2011

Difference in quarterly growth rate
Nordstrom
Macy’s

10%

15%

17%

12%

7%

7%

-

1%

-

1%

1%

9%

11%

16%

22%

17%

15%

15%

9%

9%

n/a

8%

-2%

2%

0%

2%

-2%

2%

1%

3%

2%

5%

4%

3%

6%

8%

9%

10%

4%

3%

Retail’s changing landscape – omni-channel customer experience



Action Items: Consider “Thinking Small”
•

Gather & consolidate data in order to build a starter set of
customer proﬁles

•

Look for patterns across target segments. Start small...“think
globally, act locally.”

•

Test early and often. If you can’t measure it..don’t do it.

•

Think “small” when it comes to the promise of delivering omnichannel commerce — target local campaigns & data

•

Remember: simple, smart, responsive and social



Sophisticated digital experiences
Youtility
Location-based marketing
Predictive & native advertising
Interactive, conversion-focused content marketing
Wearable technology
Growth hacking
Omni-channel retailing & customer service



Thank you!
@ioninteractive
info@ioninteractive.com



2014 Digital Marketing Trends

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