Digital marketing trends final plymouth Chamber 06.08
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Digital marketing trends final plymouth Chamber 06.08
- 1. Digital Marketing Mega Trends Nina Goodwin @GUTS_SW @Cosmic_UK
- 2. Connecting Devon and Somerset • A ground breaking partnership encompassing 6 LA areas to deliver improved and Superfast Broadband to rural areas; • Improved broadband (>2mbps) to every business and community across Devon and Somerset by 2016; • Faster broadband (>24mbps) to at least 90% of the area by 2016. Without this project 700,000 residents and 26,000 businesses, with a combined turnover of £9 billion, have no certainty of receiving improved or superfast broadband from a commercial rollout
- 3. Roll out • Roll out in Devon and Somerset has reached 110,000 properties and is rolling out at around 5000 premises per week • OECD have listed the South West as having the best broadband in the UK currently
- 4. What is Get up to speed? • Fully funded business and community support alongside roll-out of Superfast Broadband; • Businesses to understand, adopt and exploit the opportunity Superfast Broadband offers; • Activity includes boardroom briefings, staff engagement, business workshops, community awareness events and more. Delivered by Cosmic Peninsula Consortium
- 5. Eight Mega Trends of Digital Marketing
- 6. Setting the Scene • The world is being transformed by a series of profound technological changes; • Digital technology is changing all of our lives, the way we work, our society and our politics • Over the next 20 years, 35% of jobs will become automated* and the skills need of our staff will change significantly *House of Lords Digital Skills Paper 2015
- 7. And the pace of change is unprecedented Knowledge Doubling Curve • 1900s, Knowledge doubled every century • 1940s, knowledge doubled every 25 years • Currently, knowledge doubling every 13 months • Soon, every 12 hours? ‘Transition from the linear growth to exponential growth of human knowledge has taken place.’ Source: Buckminster Fuller and IBM, Harvard University Jeff Lichtman http://www.futuristgerd.com/2014/07/16/knowledge-doubling-every-12-months-soon-to-be- every-12-hours-via-industry-tap/
- 8. And it’s already happening
- 9. Digital and Growth SMEs that make extensive use of digital grow faster Source: Boston Consulting Report 2013, UK Figures
- 10. Digital and Growth “Looking ahead ten years, it is clear that the successful organisations will be those who can do more than embrace change - they will anticipate, identify and drive it” Mary Chapman, Chief Executive, Chartered Marketing Institute
- 12. Trend of Customer The Consumer is coming for you…. Full adoption of new technologies – internet and digital will be natural
- 13. Trend of Customer Transparency will be paramount. Customers will compare you with leading companies, not local competition.
- 14. Trend of Customer Selective – customers will be shielded from commercial messages – gaining access will be difficult & costly.
- 15. Trend of Customer Demanding - When they complain they will expect a reaction instantly and they will expect never to repeat themselves – expect history tracking
- 16. Push and Pull of Customers • Customers will become marketers – the pull economy • ING bank recently reported that 95% of customer interactions originate with the customer – its the pull model
- 18. Business benefits of a CRM system • Improved productivity - Right information – first time • Better Management Information – most profitable customer, lifetime value of customers, ave cost of sale, spotting customer problems etc • Efficient sales processes - in-office and on-the-move • Establish marketing effectiveness – what works best? • Improved internal communications – staff knowing more about business • Staff empowerment
- 19. Communication Tracking Across Business Twitter
- 20. 6 Functions of a CRM System Contacts database Sales process & project automation Customer support Marketing process & monitoring Social media & monitoring Internal communications 1 2 3 4 5 6
- 21. Think about your Customers • What are they viewing your content on? • What are they interested in? • What gaps do they need filling? • What time of the day will they engage? • What network are they on –Mobile, desktop, data or wifi? • Create personas and include time of day, networks and devices
- 22. 2. Mobile First for Marketing
- 25. How responsive is your website?
- 29. How does your social look on mobile? • Are your photos the right shape? • Do they convey enough message? • Is there too much detail under ……
- 30. Canva, Instaquote and WordSwag
- 31. 3. Fall of Google+ ?
- 32. The Good and Bad of Google +
- 33. Where we think it’s heading • Google+ team had moved out of its coveted building • Gundotra (head of Google+) announced his departure from the company and Besbris has now left too • Google had begun referring to its social operations as Google Photos and Streams • This Monday – the end of requiring a Google+ account to use Google products "Google+ can now focus on doing what it’s already doing quite well: helping millions of users around the world connect around the interest they love. Aspects of the product that don’t serve this agenda have been, or will be, retired"
- 34. ‘Google+ is shifting from a Facebook clone to more of a Pinterest lookalike to see if it can build momentum. At the same time, Google is investing resources to build more standalone social products like the Photos app, which has generated plenty of positive press. ’ http://mashable.com/2015/08/02/google-plus-history/
- 35. ‘"I don't think that owning a pure-play social network is important for Google at this point, but having a connection to social is important,"’ Brian Blau, Gartner http://mashable.com/2015/08/02/google-plus- history/
- 36. 4. Location Based Marketing
- 37. • 50% of smartphone and tablet owners are using apps to find local information. • Google study reveals that 40% of mobile searches have local intent. • Mobile Search Moments
- 38. Rise of Google Places • Google Places overlaid in google Maps • And is the base product for many new features • Google Now - Prediction • What’s your reputation looking like? • Anticipatory computing
- 39. Location Marketing • What’s your reputation like in geo databases?
- 41. Geofencing
- 42. First Tourism Geo-fencing campaign • $25k marketing campaign – brought $6.9m spending to the Montana ski area • Advertising campaign served to enthusiasts visiting – Ski shops – Airports – Outdoor shops – Etc • Geofenced and retained info when they re-entered
- 43. Programmatic Advertising ‘iphone user, Swindon, using Sky Sports App, after 8pm on a Tuesday, using Wifi’
- 44. John Lewis Case study Remind customers about the service in and around 10KM the stores The ad unit used rich media to attract attention through animation, showing a conveyor belt with items on it, and go to the John Lewis mobile site, or view the store locator. (CTR) 4x more effective than average for mobile. Dwell times on the locator– 3x longer than a typical desktop campaign.
- 45. iBeacons
- 46. Proximity Marketing • Proximity Marketing
- 48. The power of the influencer
- 49. ‘A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.’ Scott Cook, the founder and CEO of Intuit
- 50. • 74% of consumers rely on social media to inform purchasing decisions; • 90% of consumers trust peer recommendations ; only 33% trust ads
- 52. Influencer marketing • Influencer marketing - identifies and targets individuals with influence • Create content they will share • Ask them to create content • Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate – McKinsey 2014
- 53. 5 Tips for Influencer Marketing
- 56. What is cause marketing? “the cooperative effort between a for-profit and a non- profit for their mutual benefit - gives people the opportunity and knowledge they need to help”
- 57. #nomakeupselfie • Social media is starting to be seen not as how charities talk about the changes they make – but how they make change happen. • Cancer Research UK £8m in 6 days • 221,488 mentions on Twitter
- 58. ALS Ice Bucket Challenge ALS - $98.2m - compared with $2.7m donated during the same period last year. MND - £2.7 m compared to £200,000 a week in donations from 22 to 29 August.
- 59. • 26 August 2014 Average daily website visits to the MND association rose from 1,400 to 153,000. • On 29 August 2014 the ice bucket challenge had 4,483,726 Twitter mentions. • "No one at ALS or MND sat down and planned this, it wasn't their idea, it's something that has happened to them because of social media and the internet“
- 60. Why did these work? • Social media with (Brand) = weak links • Social media with real friends = strong links • These campaigns built on those strong links
- 61. Don’t ignore vanity • Most people create the best of themselves online • Your job is to curate that • Find something to tap into that vanity and show cause alignment
- 62. Did you know • 47% of consumers under 24 years old are more likely to support a brand after seeing an equality themed advert • source Report: how brands are taking a stance report (2015)
- 63. Warby Parker – case study
- 64. Buy one, give one
- 65. Look – Vanity…
- 66. Who else is doing it well?
- 67. Local Case study
- 68. Implementing a Successful Cause Campaign 1. Ensure that the relationship is a good fit – The relationship between the company and charity must make sense and be clear 2. Demonstrate the impact: Customers like to see visual results and the impact it has made 3. Make it easy : Don’t make your strategy too complicated. Make it easy to do for yourselves and the charity 4. Live and breathe the relationship – Make it fun! Get your employees involved with a range of activities. It requires long-term commitment.
- 69. Trends in Cause Marketing 2015 • 1. Build trust – customers want to work with businesses who have social concerns beyond their own profit • 2. More light hearted, cause driven campaigns; • 3.. Solving and focusing on global health • 4. More active engagement from your customers • 5. User-generated video submissions • 6. An emphasis on the emotionally compelling • 7. Partnerships with stronger connections • 8. Solving big problems through sharing
- 70. 7. Importance of Infographics
- 72. Infographics • Infographics spice up ‘boring’ data – ‘What we do’ infographics – State of the industry – Our business journey – Business stats – How to guides
- 73. PiktoChart
- 75. 8. The Rise of Pinterest
- 76. Pinterest adoption Men are usually early adopters.. But.. 79% female 25-54 yrs 55% mobile
- 77. In UK? • Pinterest has more than 9 million unique users • Same as LinkedIn 87% of users have bought items they found on the site • 2/3 of pins are from brands.
- 79. Pinterest and Brands in the UK "Pinterest is proving to be an effective channel for us to share recipe inspiration with consumers. Working directly with the team at Pinterest on specific content campaigns has enabled us to grow our presence on the platform and reach new users interested in food and drink." Rupert Ellwood, the head of marketing at Waitrose
- 80. Pinterest – Buy It function • Well-positioned for online retail • Buy it pin function https://about.pinterest.com/en/buy-it Pay with Apple Pay™ or credit card
- 81. Any questions?
Notas del editor
- LA = Local Authorities
- Organisation for Economic Co-operation and Development (OECD) - thinktank has launched an interactive website that lets users look up various wellbeing indicators where they live and compare them with the rest of their country and it shows that in the South West we have the best broadband throughout the UK.
- Leaflets/Digital Champion
- Lets set the scene…………..
- The world is being transformed by a series of profound technological changes dominated by digital—a ‘second machine age’. This is already having a significant impact on the UK; over the next two decades some economists have estimated that 35% of current jobs in the UK could become automated. Digital technology is changing all our lives, work, society and politics. It brings with it huge opportunities for the UK, but also significant risks.
- So once, when learning facts was considered the peak of intellectualism, this won’t be important anymore. Back in the 1980s Buckminster Fuller created the “Knowledge Doubling Curve. Until 1900 human knowledge doubled approximately every century. By the end of World War II knowledge was doubling every 25 years. Today things are not as simple as different types of knowledge have different rates of growth. . . . But on average human knowledge is doubling every 13 months.” And that rate will increase. IBM theorizes it could someday become every 12 hours. Jeff Lichtman (neuroscientist) is mapping the human brain and he has calculated that several billion petabytes of data storage would be needed to index the entire human brain. The Internet is currently estimated to be 5 million terabytes (TB) of which Google has indexed roughly 200 TB or just .004% of its total size
- None of these businesses existed 10 years ago. Only one existed 5 years ago.
- So it’s really all about change as quoted her by the CE of the chartered marketing institute, and embracing that change both with digital and trends with marketing. So lets have a look at the first of the eight digital marketing trends.
- Adoption of new technologies – By the year 2020 there will be 2.5 billion Smartphones – will replace cash and credit card as preferred payment method. The internet and digitization will be the most natural thing in the world Social is just a channel – it will be natural
- The continued adoption of technology will make the world even more transparent. Customers will be perfectly aware of which companies are doing well and which are not. This results in customers demanding a better service. Instead of comparing companies with the competition, they will compare them with class leading companies, raising bar considerably.
- Technology will become even more effective at shielding consumers from commercial messages. New media will enable consumers to be very selective about which companies he or she is linked with. Today customers will go looking for interaction with no more than five brands. Technology is making it increasingly easy for customers to shield themselves from commercial messages. Being extremely relevant is the only way of consumers attention going.
- Where are in the adoption of this?
- In other words: the pull model has already replaced the push model. https://www.youtube.com/watch?v=7oUqt-WbFkY Weather as an example – finding information. Don’t like the weather forecast use another app. Jumping
- So we in business must always remember that our customers are at the heart of your activity, especially through digital channels.
- That’s why it is important to keep a CRM system to track/monitor and understand who your customers are? How many here have a CRM system? Sales calls/visits made, proposals generated, potential value of lead Productivity, MI, Sales, Marketing, staff, customers Improved productivity - Right information – first time Management Information – most profitable customer, lifetime value of customers, ave cost of sale, spotting customer problems etc Efficient sales processes - in office and on the move Establish marketing effectiveness – what works best?
- Business and market sector specialisms, e.g. event management, insurance, etc
- These are some of the questions which you should be asking and thinking about with your customers?
- Making Phone calls is now the 6th most popular activity on our smartphone, text, emailing, web browinsg, socila media, photos and video are all above phone calls
- New algorithm update in April 2015……………….did you know?
- How many of you have used Google +?
- $25k marketing campaign – brought $6.9m spending to the Montana ski area
- were almost half a minute The clickthrough rate (CTR) for audiences visiting the store via the locator was nearly 4%, almost four times more effective than average for mobile. Dwell times on the locator were almost half a minute - three times longer than a typical desktop campaign. The campaign has since featured in the IAB’s Mobile Gallery alongside other leading mobile campaign creatives (see http://bit.ly/ iabjohnlewis)
- Here are three statistics that highlight exactly why influencers are important. 74% of consumers rely on social media to inform their purchasing decisions. This stat comes from the ODM group, and is a telltale sign of how significantly technology is impacting consumer behavior through unlimited information to product data and fellow customers’ experiences. How can a brand have a voice in all the user content and feedback that surrounds their products? I’ll give you three guesses but you only need one: influencer marketing. 90% of consumers trust peer recommendations. Only 33% trust ads. As per Nielsen, this stat clearly shows that, for brands to reach consumers in the current reality, they need the help of influencers. Consumers have begun to tune out traditional ads, and increasingly connect to their social networks to guide buying decisions. http://simplymeasured.com/blog/2014/06/18/influencer-marketing/#i.vbol4jdwcdx2ul
- http://www.getlittlebird.com/
- http://www.theguardian.com/society/2014/mar/25/no-makeup-selfies-cancer-charity thousands of pounds being donated to Unicef by mistake. Charity says #nomakeupselfie trend will let it carry out 10 more clinical trials despite mixup that sent some donations to Unicef
- http://www.bbc.co.uk/news/magazine-29013707 There have been in excess of 2.4 million ice bucket-related videos posted on Facebook, and 28 million people have uploaded, commented on or liked ice bucket-related posts. On image sharing website Instagram there have been 3.7 million videos uploaded with the hashtags #ALSicebucketchallenge and #icebucketchallenge. Justin Bieber's has been the most popular - with about one million "likes". ALS = Motor Neuron Disease
- golfer in Florida was the first to undertake the challenge and link it to ALS, on 15 July this year. On 12 August Justin Timberlake's challenge appears to have been a major driver.
- Buy one Give one phenomena
- Pampers has chosen to tackle a few nasty diseases with customer help: every pampers pack sold, a child in a developing country is inoculated, thus creating a common objective for consumer and company to work towards. The 1 pack = 1 vaccine partnership between Pampers and Unicef is now in its ninth successful year. From October to December 2014, for every specially marked Pampers product sold with the "1 pack = 1 vaccine" logo, Pampers will donate the cost of one life-saving tetanus vaccine to help protect mothers and their babies One for One. It’s a simple idea. A belief that two strangers on either side of the planet can enrich each other’s lives. It’s how improving lives can be a simple act. How a simple act can change the game. Sharing this idea will take a lifetime. But isn’t that what lifetimes are for? This fall we visited Summit Powder Mountain to capture the stories about nine inspiring Game Changers. These people are dedicated to making a difference. Over the next nine weeks, we’ll introduce each Game Changer here on our blog so you can hear about their experiences in… 2015_07_27_Toms cause marketing US shoe manufacturers TOMS are currently one of the most well recognised businesses that use cause-related marketing. Their “One for One” marketing campaign has gained global success in which they give a pair of new shoes to a child in need for every pair that is purchased by the public. They also provide training for skilled birth attendants for every canvas bag that is purchased. Over two million people have been protected from hookworm with medication, there has been increase by 1000 of students enrolling in Liberian primary schools and 100 children have been identified as needing malnutrition in Malawi after having shoe fittings.
- y generating relationships with charities and organisations, it should be realised that these partnerships are mutually beneficial. It is a way of addressing current social issues, whilst having the opportunity to address your marketing objectives. Your associations with good causes may generate online press coverage, which can prove vital to building brand affinity. A study by BITC monitored the direct link between cause marketing and the ‘bottom line’ for the brands. 7 out of 10 consumers who had participated in a cause related marketing campaign reported a positive impact on their company’s behaviour or brand perception. On a much more smaller and local scale, Hudgell Solicitors in the UK developed a trust organisation which gives to those in need in the Hull and East Yorkshire region. With a pot of £100,000 per year, Hudgell Solicitors have given to local charity groups, local grassroots sports club and many other individuals and organisations. By building a network of relationships and contacts, the business has become of the most recognised names in the region. Charity campaigns have to be implemented well. Charity is often a sensitive subject to some so the general public want to know that the business is positively impact on people’s lives. The report mentions four key rules to implementing a successful campaign: Read more: http://www.smallbusinessheroes.co.uk/features/cause-marketing-improve-brand-awareness/#ixzz3hsBxkTQH
- 1. Building trust is the new cornerstone of successful storytelling Brock Stechman This year has been a big one for trust issues in the media. People want to work with brands who have social concerns beyond their own profits. I think we’ll continue to see these two issues come together. We all want to work with high-integrity companies that demonstrate those values. Big brands are being more socially mindful, and we can expect to see that even more. Brock Stechman, DivvyHQ 2. More light-hearted, cause-driven campaigns ALS is a serious and pretty depressing subject. Conventional non-profit marketing wisdom would suggest that an appropriate campaign for raising awareness would have been just as heavy and serious as the subject at hand. However, the opposite was the case. The Ice Bucket Challenge could not have been more light-hearted, jokey and (dare I say it) fun. Some might have thought this was inappropriate, but that is a fairly simplistic way to look at the situation. Participating in the challenge didn't mean you were making light of a serious situation. Rather, it was leveraging light-hearted fun to make a serious message more likely to spread. People don't share things that are bleak, they share things that are optimistic. 3. A focus on global health I predict that we'll see an increasing focus on the global health issues plaguing our world in 2015. This year saw a lot of coverage on the ebola crisis in West Africa, but that seemed more about fear-mongering than telling the social story. Still, it has created an increased interest in global health issues that has been sorely lacking in more developed nations. I believe 2015 will be the year in which the human, personal stories of those afflicted by disease around the world comes into clearer focus. With organizations like the Gates Foundation pouring huge sums into global health, there will be more personal stories about global health that are unearthed. I believe these stories form the perfect basis for viral campaigns geared at raising awareness and solving these problems. 4. More active engagement I anticipate that causes in the future will likely diversify the types of ways people can participate in global initiatives. PewDiePie’s Charity is a great example. The clean-water fundraiser specified different types of calls to action including directly donating money or helping boost views for a select video — and it worked. They raised $446,462 to help provide more people access to clean water. 5. User-generated video submissions Going into 2015, user-generated video will continue to play a strong role in socially minded campaigns. Brands and for-purpose organizations will continue to encourage consumers to submit short-form videos as part of larger campaigns. This engaging and authentic content can then be distributed across diverse platforms, like Youtube, Tumblr, Instagram and more for increased engagement from a broader audience as well. 6. An emphasis on the emotionally compelling Michael Seiman Stories will never cease to be a part of the human experience; it's how we make sense of the world around us and connect our emotions with our thinking. Socially minded storytelling will go in two routes: the been-done clichés, and the emotionally-compelling, well-told stories of humans overcoming. Those in the second camp will demand more attention. Mike Seiman, CPXi 7. Partnerships with stronger connections Zach Robbins Social minded storytelling is most effective when users can easily see an authentic connection between the brand and the cause: when the partnership makes sense. As brand storytelling gets increasingly personalized, companies can no longer have a successful campaign by just supporting a good cause. The connection has to be clear and real to the user, or it could be perceived as disingenuous. Zach Robbins, Leadnomics 8. Solving big problems through sharing Emerson Spartz This last year has taught us that people are willing to spread social causes if they feel like they’re solving problem through sharing. For someone to say “I want to go tell everyone in my entire network on Facebook about this,” this sharing has to feel like it accomplishes something. The ALS Ice Bucket Challenge is a perfect example of giving audiences the ability to make a meaningful impact through sharing. My prediction for 2015 is that campaigns will incorporate this kind of low-friction problem solving into how they craft their social storytelling — giving the like, tweet and share buttons real solving power.
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