Marketing Trends by Smart Insights presented by Jason Que, University of the Philippines

1. Will we be in a
post-digital era?
Presented by : Jason P. Que
MM 230 - Marketing Management
University of the Philippines
Prof. Mita Angela M. Dimalanta
• www.smartinsights.com/...marketing/marketing.../marketing -trends-2016

2.  Author of 5 books (Digital Marketing: Strategy, Implementation and
Practice; E-business and E-commerce Management, E-marketing
Excellence and Total E-mail Marketing.
 Recognized in 2003 as one of the 50 marketing “gurus” worldwide who
have helped shape the future of marketing
 Recognized in 2004 as one of the leading individuals who have
provided input and influence on the development and growth of E-
commerce and internet in UK
 Described by Jim Sterne, one of the founders of Internet Marketing as
expert in doing business on the internet
Dr Dave Chaffey is the CEO and co-
founder of online marketing advice
publisher SmartInsights.com

3. ???? ?

4. promotion of product or brand via
one or more forms of electronic
media.

5. What do you think will be the
single biggest trend in digital media
and technology in 2016?

6. Poll was launched Autumn of 2015
“Since we’re talking trends, I’m interested to hear
your opinion on the biggest trend in digital marketing
as shown by what will make the most difference to
your business (or your clients if you work for an
agency or as a consultant), i.e. which digital
marketing technique will give you the most
uplift or incremental benefits?

7. Result of survey as of 8 February 2016 with 1,500 answers

8. TRENDS IN CONSUMER
PURCHASE BEHAVIOR

9. Changes in consumer use of digital media and
technology is core to understanding trends in digital
marketing.
Today’s consumer buying decision is certainly getting
more complex…

10. The increasing complexity of the purchase decision

11. The increasing mobile usage

12. Digital Transformation: From
‘Digital Silos’ to Integrated teams
There has been an increasing talk of a need for a ‘post-digital
marketing world’
 The use of digital media and technology in marketing has become so
ubiquitous that we can not completely separate “digital marketing
activities” since they should fully be integrated and simply part of
marketing.
Driven by consumer media consumption
Driven by problems of managing marketing activities in a business
wherein ‘digital silos’ are created where different parts of the marketing
and their agencies don’t communicate effectively
I.e. HSBC head of marketing has banned the word ‘digital’ to
encourage her team to think beyond organizational silos
“We need to go back to what marketing is, and the product is
marketing. More people need to remember that, get off the drug of
digital being something separate and get back to what we do best”.

13. ‘Digital Silos’
to Integrated
teams
Need for a ‘post-digital marketing world’
Use of digital media and technology in marketing has
become so ubiquitous
Driven by consumer media consumption
Driven by problems of managing marketing activities in a
business where ‘digital silos’ are created

14. HSBC head of marketing banned the word ‘digital’ to
encourage her team to think beyond organizational
silos
“We need to go back to what marketing is, and the
product is marketing. More people need to remember
that, get off the drug of digital being something
separate and get back to what we do best”.

15. Jeff Dodds, Chief Executive of Tele2 Netherlands
and CMO for Virgin Media said:
“To talk about digital as some kind of separate entity
is not to understand. Our lives ARE digital is not a
thing, it is simply a more flexible, response and
efficient to do business”.
This shows the way thinking should be heading in the
future

16. Y&R Chairman and CEO David Sable in his article, A
“Post Digital” World Really?, stated “far from being
post-digital, we are only at the beginning of being
digital, and that fresh ideas can be found
everywhere”.

17. Results from the “Digital Marketing Benchmarking tool”

18.  At early levels of adoption, you have to make commitments to
transform marketing by:
 Setting goals for digital marketing
 Setting an integrated digital strategy
 Bringing in special digital marketing skills
 New marketing processes are needed to integrate digital to the heart
of strategy, investment and marketing campaigns
 Changes in marketing technology are needed
 Many businesses now have Digital transformation programmes

19. Reduce digital skills specialists and agencies as digital
becomes integrated part of marketing activities.
- Digital silos should shrink
- Digital marketing specialist managers should reduce in
number
There will always be a need for “Digital Center of
Excellence” to evaluate latest marketing trends, set
standards, manage technology projects and complete
advanced optimization.

20. Shift in control from IT and
Sales to Marketing
Selecting most relevant
Martech from increasing
complex marketing technology
landscape is a major
challenge as we literally have
thousands of different cloud
services vying to be part of
the marketing stack.

21. The challenge of integrating digital and traditional marketing
Only one-quarter of companies are satisfied with their level of
integration and 5% fully integrated and optimized.

22. Most detrimental factor to ‘integrated
planning’ is the lack of planning…

23. Do you think specific digital marketing skills and
roles will be required?
Do we live in a “post-digital world”?