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Proprietary + Confidential
Digital Outlook 2018:
Your Future Growth Strategy
Farhad Divecha
Director, AccuraCast
Introductions…
 Multilingual Digital Marketing Agency
 Founded in 2004
 Search, Display, Video, Social
 Google, Facebook, & Twitter Q...
Communication Interaction Transaction SEM Mobile Social
Internet Timeline
1995 2010
What was the highlight of 2017?
What does 2018 have in store?
Digital Marketing in 2018
Multichannel
Video
Automation
Data
Multichannel
>60%
of UK users aged 16-54
live on the Internet
 Over 80% of 16-54 use social
social
 56% of online adults use
more tha...
The internet is now
becoming part of the
physical world
 location
 camera
 wearables
 augmented reality
The Internet i...
People use the Internet at varied moments
"I want to learn about
enterprise cloud
security"
"Is the bank still
open?"
"I n...
 Leaders need to remodel services and improve digital savviness of their
teams
—A digital era market disrupter thrives on...
Video
Video
1.3 billion viewers
Biggerthan any TV network
1 billion hours daily
1.7 billion viewers
8 billion videos
100 million...
2018 ▶️ The Year of Video
Advanced
Easier & cheaper
More opportunities
 B2C video retention rates are good
— 65% of all video viewers watch more than ¾ of a video
 B2B video retention rate 37...
 Engagement rate video v image
 Over 50% videos watched on mobile
 B2B videos 86% watched on computers
 Live video
— O...
Automation
 Machines better than legal experts at predicting court rulings
 AI used to predict voting patters
 First time machine ...
 Wastage on low quality display ads
—Viewable ads
Programmatic
Sources: https://www.marketingweek.com/2017/03/27/state-pr...
 Google and Facebook platforms are more and more AI based
—ads automatically generated for search
—appropriate audiences ...
 Campaigns improve over time
 Human input needed for strategy, creative direction, big picture thinking
—We no longer ne...
Big Data
 More data has been created in the past two years than in the entire
previous history of the human race
 By 2020, 1.7 me...
 Devising strategy
 Implementing campaigns
 Monitoring progress
 Measuring results
Use Big Data
 Audience profiles
— Age
— Sex
— Location
— Household stats
— Background
— Interests
Devising Strategy
 The social graph
Devising Strategy
Facebook
Twitter
Analytics
Devising Strategy
Facebook
Twitter
Analytics
Devising Strategy
Facebook
Twitter
Analytics
Devising Strategy
Facebook
Twitter
Analytics
Implementing campaigns
Targeting Segmentation Creative
 Keywords / targets
 Ad variations
 "Hot" words in ad copy
 Price in ad
 Device
Driving Performance
 Attribution
Measuring Results
KPIs
Immediate
action
Business
objectives
Infrastructure
• Personnel, skills, tools, technology, access
Process
• Implement a process to collect and use data
• Repe...
Case Study: The Chef
Image courtesy of http://maxpixel.freegreatpicture.com/Women-Crossfit-Strong-Kirsy-Figueroa-Exercise-1621297
Kids
5 fruit
& veg
Recipes
Cooking
Fitness
Movies
Foodies
Celeb
news
Gaming
Travel
buffs
TV
lovers
Fitness
Movies
Foodies
Celeb
news
Fitness
Movies
Foodies
Celeb
news
Gaming
Travel
buffs
TV
lovers
Celeb
news
Gaming
Travel
buffs
TV
lovers
Quiz Time
Which got more views?
Which got more likes
Which gets more searches?
b2b marketing b2c marketing
Which got more comments?
Which has more followers?
Farhad Divecha
f.divecha@accuracast.com
Phone: +44 800 019 6813
Thank You
Proprietary + Confidential
Staying Ahead of
the Digital Curve
Jerome Bergerou
International Director, AccuraCast
Introductions…
Technology is changing rapidly
Keeping up is difficult
Staying ahead is tougher
How do you pick the right place to begin?
Get your basics right – Search
 Ensure your account is scalable, but still granular enough to speak to your
audience in a...
 Trade-off between very granular (allows for targeted creative) and very
wide (allows for better automated audience targe...
 Start with clear objectives and targets
—Branding, Sales, or Lead Generation? What metrics?
 Remarketing should be the ...
Looking ahead: 2018
 Cross-platform impact
—Social impact influencing search behaviour and conversion rates
 Consistency of messages
—Bear i...
Measure & attribute
 Stop treating social as a pure branding channel
—Facebook testing removal of organic posts from news feed
 Platform div...
 More automated features in
AdWords
—Smart display
Gear Up For Automation
 More automated features in
AdWords
—Smart display
—Smart “exact” match
Gear Up For Automation
 More automated features in
AdWords
—Smart display
—Smart “exact” match
—Automated call extensions
Gear Up For Automation
 More automated features in
AdWords
—Smart display
—Smart “exact” match
—Automated call extensions
 Saves time, but redu...
 Don’t rely on intuition and old fashioned market research, which can be
anecdotal
 Use tools to gain insight into your ...
Jerome Bergerou
j.bergerou@accuracast.com
Phone: +44 800 019 6813
Thank You
Digital Outlook 2018 - Your Future Marketing Strategy
Digital Outlook 2018 - Your Future Marketing Strategy
Digital Outlook 2018 - Your Future Marketing Strategy
Digital Outlook 2018 - Your Future Marketing Strategy
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Digital Outlook 2018 - Your Future Marketing Strategy

Google and AccuraCast met with heads of marketing from some of the top UK businesses to discuss how intelligent marketing will shape the future for your business.

The slide deck cover how marketing leaders can transform their business with digital media in 2018.

Learn about the 4 main areas where marketing will evolve in 2018, and the best ways to identify successful growth strategies, measure the success of marketing teams against business development targets, and foster a culture that aligns marketing activity with business objectives.

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Digital Outlook 2018 - Your Future Marketing Strategy

  1. 1. Proprietary + Confidential Digital Outlook 2018: Your Future Growth Strategy
  2. 2. Farhad Divecha Director, AccuraCast Introductions…
  3. 3.  Multilingual Digital Marketing Agency  Founded in 2004  Search, Display, Video, Social  Google, Facebook, & Twitter Qualified AccuraCast
  4. 4. Communication Interaction Transaction SEM Mobile Social Internet Timeline 1995 2010
  5. 5. What was the highlight of 2017?
  6. 6. What does 2018 have in store?
  7. 7. Digital Marketing in 2018 Multichannel Video Automation Data
  8. 8. Multichannel
  9. 9. >60% of UK users aged 16-54 live on the Internet  Over 80% of 16-54 use social social  56% of online adults use more than 1 social network Multichannel Data courtesy of ONS:
  10. 10. The internet is now becoming part of the physical world  location  camera  wearables  augmented reality The Internet is not just online
  11. 11. People use the Internet at varied moments "I want to learn about enterprise cloud security" "Is the bank still open?" "I need a sunny holiday" "How do I get a professional translation now?"
  12. 12.  Leaders need to remodel services and improve digital savviness of their teams —A digital era market disrupter thrives on uncertainty, wants to master the next paradigm Our jobs are evolving
  13. 13. Video
  14. 14. Video 1.3 billion viewers Biggerthan any TV network 1 billion hours daily 1.7 billion viewers 8 billion videos 100 million hours daily Big for B2B 10 billion videos per day
  15. 15. 2018 ▶️ The Year of Video Advanced Easier & cheaper More opportunities
  16. 16.  B2C video retention rates are good — 65% of all video viewers watch more than ¾ of a video  B2B video retention rate 37% A picture is worth 1,000 words but a video... Sources: https://blog.hubspot.com/marketing/video-marketing-statistics https://www.brainshark.com/ideas-blog/2014/March/ten-video-marketing-statistics-and-what-they-mean-to-you
  17. 17.  Engagement rate video v image  Over 50% videos watched on mobile  B2B videos 86% watched on computers  Live video — Only used by 14% of marketers — 3x higher viewing rates on Facebook Video Opportunities Source: https://blog.hubspot.com/marketing/visual-content-marketing-strategy Microsoft study of image v cinemagraph engagement rates
  18. 18. Automation
  19. 19.  Machines better than legal experts at predicting court rulings  AI used to predict voting patters  First time machine defeated human at Go!  Driverless cars  Machines target segments more accurately  Marketers can take real-time action on derived insights Machines became so much better in 2017
  20. 20.  Wastage on low quality display ads —Viewable ads Programmatic Sources: https://www.marketingweek.com/2017/03/27/state-programmatic-advertising/ https://www.forbes.com/sites/forbesagencycouncil/2017/05/16/trends-in-programmatic-advertising-to-watch-this-year/#7b0804c97f11 75%of UK digital display spend will be programmatic 65%of B2B use programmatic
  21. 21.  Google and Facebook platforms are more and more AI based —ads automatically generated for search —appropriate audiences selected for social media Artificial Intelligence Sources: Forrester & eMarketer 300%Growth in AI investment this year 32%Voice recognition 24%Machine learning 15%Virtual assistants Enterprise AI usage
  22. 22.  Campaigns improve over time  Human input needed for strategy, creative direction, big picture thinking —We no longer need to do SEO for individual keywords —Dynamic Search Ads —Smarter bidding Machine Learning
  23. 23. Big Data
  24. 24.  More data has been created in the past two years than in the entire previous history of the human race  By 2020, 1.7 megabytes of data will be created every second, for every person on earth. Big Data Source: Forbes < 0.5% of all data is currently ever analysed and used
  25. 25.  Devising strategy  Implementing campaigns  Monitoring progress  Measuring results Use Big Data
  26. 26.  Audience profiles — Age — Sex — Location — Household stats — Background — Interests Devising Strategy
  27. 27.  The social graph Devising Strategy Facebook Twitter Analytics
  28. 28. Devising Strategy Facebook Twitter Analytics
  29. 29. Devising Strategy Facebook Twitter Analytics
  30. 30. Devising Strategy Facebook Twitter Analytics
  31. 31. Implementing campaigns Targeting Segmentation Creative
  32. 32.  Keywords / targets  Ad variations  "Hot" words in ad copy  Price in ad  Device Driving Performance
  33. 33.  Attribution Measuring Results KPIs Immediate action Business objectives
  34. 34. Infrastructure • Personnel, skills, tools, technology, access Process • Implement a process to collect and use data • Repeat this process regularly Goals • Align marketing activity with business objectives at all levels Fostering a culture of data savviness
  35. 35. Case Study: The Chef
  36. 36. Image courtesy of http://maxpixel.freegreatpicture.com/Women-Crossfit-Strong-Kirsy-Figueroa-Exercise-1621297
  37. 37. Kids 5 fruit & veg Recipes Cooking
  38. 38. Fitness Movies Foodies Celeb news Gaming Travel buffs TV lovers
  39. 39. Fitness Movies Foodies Celeb news
  40. 40. Fitness Movies Foodies Celeb news Gaming Travel buffs TV lovers
  41. 41. Celeb news Gaming Travel buffs TV lovers
  42. 42. Quiz Time
  43. 43. Which got more views?
  44. 44. Which got more likes
  45. 45. Which gets more searches? b2b marketing b2c marketing
  46. 46. Which got more comments?
  47. 47. Which has more followers?
  48. 48. Farhad Divecha f.divecha@accuracast.com Phone: +44 800 019 6813 Thank You
  49. 49. Proprietary + Confidential Staying Ahead of the Digital Curve
  50. 50. Jerome Bergerou International Director, AccuraCast Introductions…
  51. 51. Technology is changing rapidly
  52. 52. Keeping up is difficult
  53. 53. Staying ahead is tougher
  54. 54. How do you pick the right place to begin?
  55. 55. Get your basics right – Search  Ensure your account is scalable, but still granular enough to speak to your audience in a relevant way  Structure the account in a way that reflects your product and service hierarchy  Use as many features as possible to make your ads stand out —Countdown, callouts, sitelinks, reviews, RLSA etc. —CTR is key  Test & refine everything —Bid strategies, landing pages, ad copy etc.
  56. 56.  Trade-off between very granular (allows for targeted creative) and very wide (allows for better automated audience targeting)  Use a range of creative —Images, videos, carousel, canvas, messenger ads  Engagement is key —Audience —Content Get your basics right - Social
  57. 57.  Start with clear objectives and targets —Branding, Sales, or Lead Generation? What metrics?  Remarketing should be the first port-of-call for Display —Differentiate messaging from initial contact —Tailored creative to length of time elapsed since last visit  Programmatic —Better way to go, if budget allows, but will underperform for smaller budgets Get your basics right - Display
  58. 58. Looking ahead: 2018
  59. 59.  Cross-platform impact —Social impact influencing search behaviour and conversion rates  Consistency of messages —Bear in mind the different use cases on different platforms  Take control of user journey across channels —Fragmented user journeys Be truly multi-channel
  60. 60. Measure & attribute
  61. 61.  Stop treating social as a pure branding channel —Facebook testing removal of organic posts from news feed  Platform diversification —Twitter, LinkedIn, Snapchat, Pinterest, Discord, Reddit  Corporate responsibility —Twitter storms and brand controversies Monetise social
  62. 62.  More automated features in AdWords —Smart display Gear Up For Automation
  63. 63.  More automated features in AdWords —Smart display —Smart “exact” match Gear Up For Automation
  64. 64.  More automated features in AdWords —Smart display —Smart “exact” match —Automated call extensions Gear Up For Automation
  65. 65.  More automated features in AdWords —Smart display —Smart “exact” match —Automated call extensions  Saves time, but reduces control —Need to understand the principles behind automation Gear Up For Automation
  66. 66.  Don’t rely on intuition and old fashioned market research, which can be anecdotal  Use tools to gain insight into your audience —Google Analytics, Facebook Insights, Twitter Analytics  Clean, Crunch, Aggregate and Visualize Data takes the reigns
  67. 67. Jerome Bergerou j.bergerou@accuracast.com Phone: +44 800 019 6813 Thank You

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