Digital Marketing Trends for 2015 - what will really matter? Dr Dave Chaffey, CEO and co-founder of Smart Insights, will take you through the digital marketing trends you need to keep an eye out for to get ahead of your competition in 2015

1. Digital Marketing Trends 2015
Tools and techniques to grow your business
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Dr Dave Chaffey. SmartInsights.com

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About
Dave
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Editor of
SmartInsights.com - a
marketing advice site
with Expert members in
over 50 countries using
our planning guides,
templates and online
courses to improve
results.

3. The 5 Eras of Digital Marketing
25 YEARS OF DIGITAL TRANSFORMATION:
 1994 – 2000: Internet Marketing, Online Marketing and E-commerce
 2000 – 2010: E-marketing, E-business and Multichannel
 2010 – 2015: Digital marketing, E-commerce and Omnichannel
 2015 – 2020: Digital Business and Digital Channel Optimisation
 2020 + : Marketing and Business.
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4. Digital Transformation
Source: 7 Steps to Digital Transformation Infographic
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5. Source: http://bit.ly/smarttransformation
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6. 6
What
does
the
future
hold
for
digital
marketers?

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http://bit.ly/2015-trends

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9. Content Marketing is the heart of modern
marketing
Source: Ogilvy, TNS and Google Path to Purpose July 2014
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Content
Marketing
Content
Marketing
Content
Marketing

10. Digital Natives − Gen C are now mainstream
Source: Infomentum: Generation C. June 2014 (first minute)
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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

11. How will technology support marketing in
2015?
Source: Smart Insights Gartner Hype Cycle review
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12. ~950 companies
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13. 13
#1 Content curation
Global content marketing
at Unilever:
$10m in savings with
Percolate pilot
Source: Percolate Unilever case study
Example services:
 Percolate
 Curata
 Kapost

14. #2: Content recommendation
personalisation, retargeting and
effectiveness review
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Example services:
 Idio
 Monetate
 Demandbase

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#3: Content distribution
Example services:
 Hootsuite
 Sendible
 Oktopost
 GaggleAmp

16. #4: Integrated SEO, Content and Social media management?
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Example services:
 Moz
 RavenTools
 AnalyticsSEO
Source:
Analytics SEO

17. #5: API service integration and Hubs
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Example services:
 Marketo
 Act-on
 Salesforce/Exact Target

18. #6: User Engagement and value optimisation
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Example services:
 Kissmetrics
 Mixpanel
 Ecommera
Engagement analysis:
Individual user: Kissmetrics
Cohort analysis:
Groups of users: Kissmetrics

19. Understanding consumer preferences and behaviours in
2015
The continued rise of the YouTuber
Source: Channel Page video Broker
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20. Source: Ogilvy, TNS and Google Path to Purpose July 2014
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21. Social referral % from social networks by sector
Location: Published / Surveyed: Sample: Source:
Global Q1 2014 Global users from Site catalyst
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Original source:
tagged sites
Adobe
Adobe Social Intelligence report
From Smart Insights Marketing Statistics compilation Q2 2014
New
A social media backlash in 2015?

22. Building intelligence into analytics
E.G. RACE dashboard KPIs
Volume Quality Value
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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

23. Coming soon – the Smart Insights
RACE Digital Marketing Dashboard
#7: Actionable Analytics and intelligence
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Example services:
 GA Intelligence
 Quill Engage
 Smart Insights
Source:
SmartInsights.com

24. #8: From Conversion Optimization to Experience
Optimization
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Example CRO
testing services:
 Unbounce
 Optimizely
 Visual Website
Optimizer
Example Experience
Management services:
 Adobe Experience
Manager
 EPiServer
 Sitecore
Source: Boston Consulting Group

25. #9: Digital Channel Sales Optimisation
Source: Clavis Insight / MIT Ecommerce Value Framework for Brands – July 2014
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Example services:
 Google Glass
 Apple Watch
 Facebook Rift
#10: Wearables, Augmented and Virtual reality

27. 81% of large organizations have the equivalent of
a chief marketing technologist
Source: Gartner - HBR July-August 2014
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28. 81% of large organizations have the equivalent of
a chief marketing technologist
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30. Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
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Free, Basic member tools
 Managing Digital Marketing 2014 report
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
 7 Step Guide to B2B Digital Marketing
 Online courses
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 www.smartinsights.com/membership/expert-member-
reasons
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