Digital/Ecommerce School: Digital Marketing Trends for 2015 (Get a leg up on Competitors) Planning ahead for 2015? Don't miss these key trends in digital marketing as examined by some of the top marketers in the county. I is always a tricky thing to (try to) predict the future but it’s also a fun exercise. It’s a sound way to reflect about the past year and seeing bits and pieces that amount to, sometimes, an upcoming trend. With the social and mobile web and its fast evolution and adoption rates worldwide, digital marketing is indeed under transformation and the earlier we see and embrace emerging trends, the better off brands will be in seizing the moment and gaining a potential competitive edge. Takeaways Be prepared ahead of the curve and start you planning accordingly.

1. Digital Marketing Trends 2015
Tools and techniques to grow your business
Roger Lopez

2. 2
Roger Lopez
VP Marketing
@inemode
www.sideqik.com
Linkedin.com/in/imroger
Sideqik

3. You are here because you
survived!

4. 2014 shook up search quite a bit.

6. Results from 600+ votes in 2015 trends
poll by Major Marketers

7. Source: Ogilvy, TNS and Google Path to Purpose July 2014
Content
Marketing
Content
Marketing
Content
Marketing

8. Digital Natives − Gen C are now mainstream
Source: Infomentum: Generation C. June 2014
Generation C’s members are ‘digital
natives’ who are always connected,
communicating, computerised,
community-orientated and always
clicking. In general, they are realists
and materialists as well as being
culturally liberal, politically progressive
and upwardly mobile.
They own a plethora of devices
including smartphones, tablets, laptops
and smartTVs which are regularly
updated and replaced. Our research
found that two thirds purchase a new
gadget every year, with nearly 80%
admitting to buying the latest model
even when the old one still works.
https://www.youtube.com/watch?v=-4eZjhzFw8c

9. How will technology support marketing in 2015?
Source: Smart Insights Gartner Hype Cycle review

10. ~950 companies

11. Marketing Backbone Platforms

12. Marketing Backbone Platforms

13. Before the list… lets go over the
No brainers… the no duh list.

14. Think 1 mobile first. Seriously
Mobile surpassed PC internet usage for the 1st time this year.
.

15. Think 1 mobile first. Seriously
Mobile surpassed PC internet usage for the 1st time this year.
.
65% of online searches begin on a
mobile device, yet only 16% of
marketers have a developed mobile
strategy.
Source: Search Engine Watch; HubSpot
93% of people who used mobile to
research
went on to make a purchase.
Source: Google, Mobile Path to Purchase
/ Top Trends of 2015

16. Think 1 mobile first. Seriously
Google launched mobile friendly search labels on November 18th..

17. Think 1 mobile first. Seriously
Ace the basics of mobile-friendly search
1.Avoid software that’s not common on mobile, like
Flash.
2.Make sure text is readable without zooming.
3.Fit content to the screen so vertical or horizontal
scrolling isn’t required.
4.Leave enough space between links.
5. / Top Trends of 2015

18. Think 1 mobile first. Seriously
Know your mobile development options.

19. Double 2 down on native ads.
Native Advertising
A form of online advertising that
matches the form and function on
which it appears.

20. Double 2 down on native ads.
Buyers prefer native advertising.
52%
of people who click on
native ads have
purchase
intent.
70%
of buyers want to learn
about products through
content
over traditional ads
75%
of publishers now offer
some type of
Native
Advertising

21. Double 2 down on native ads.
The Native Landscape

22. Double 2 down on native ads.
The Native Landscape

24. #1 Content curation
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study
Example services:
 Percolate
 Curata
 Kapost

25. #2B: Content recommendation
personalisation, retargeting and
effectiveness review
Example services:
 Idio
 Monetate
 Demandbase
 Mybuys

26. #3: Content distribution
Example services:
 Hootsuite
 Sendible
 Oktopost
 Sideqik

27. #4: Integrated SEO, Content and Social media management?
Example services:
 Moz
 RavenTools
 AnalyticsSEO
Source:
Analytics SEO

28. #5: API service integration and Hubs
Example services:
 Marketo
 Act-on
 Salesforce/Exact Target

29. Understanding consumer preferences and behaviors in
2015
The continued rise of the YouTuber
Source: Channel Page video Broker

30. Source: Ogilvy, TNS and Google Path to Purpose July 2014

31. Global Q1 2014 Global users from Site catalyst
tagged sites
Adobe
Social referral % from social networks by sector
Adobe Social Intelligence report
From Smart Insights Marketing Statistics compilation Q2 2014
New
A social media backlash in 2015?

32. #6: User Engagement and value optimisation
Example services:
 Kissmetrics
 Mixpanel
 Ecommera
Engagement analysis:
Individual user: Kissmetrics
Cohort analysis:
Groups of users: Kissmetrics

33. n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Building intelligence into analytics
E.G. RACE dashboard KPIs
Volume Quality Value

34. Actionable Data that never existed before
#7: Actionable Analytics and intelligence
Example services:
 GA Intelligence
 Rj Metrics
 Sideqik TM insights

35. #8: From Conversion Optimization to Experience
Optimization
Example CRO
testing services:
 Unbounce
 Optimizely
 Visual Website
Optimizer
Example Experience
Management services:
 Adobe Experience
Manager
 EPiServer
 Sitecore
Source: Boston Consulting Group

36. #9: Digital Channel Sales Optimization
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014

37. Example services:
 Google Glass
 Apple Watch
 Facebook Rift
#10: Wearables, Augmented and Virtual reality

38. 81% of large organizations have the equivalent of
a chief marketing technologist
Source: Gartner - HBR July-August 2014

39. 81% of large organizations have the equivalent of
a chief marketing technologist

41. Thank you
All the best for your journey in 2015!
Source: 7 Steps to Digital Transformation Infographic

42. 42
Roger Lopez
VP Marketing
@inemode
www.sideqik.com
Linkedin.com/in/imroger
Sideqik