7 Digital Trends for 2011

Hashtag for Twitter: #econtrends

Ashley Friedlein, CEO@ashleyfriedlein

Linus Gregoriadis, Research Director (UK)@linusgreg

Stefan TornquistResearch Director (US)@MarketingStefan

Source: http://www.flickr.com/lwr

Joined-up marketing

#Trend 1Joined-up marketing ... still the Holy Grail

• Marketers try to get to grips with complexity of marketing landscape

• Implications for budgets and planning

• Renaissance of old media

Source: Boston Consulting Group Report“The CMO’s Imperative: Tackling New Digital Realities”http://www.bcg.com/documents/file66995.pdf

Jump 2011 ... 12th October 2011 

http://econsultancy.com/events/jump-2011

Organisational change

Source: http://www.flickr.com/thetruthabout

Impact of Digital on different business functions How would you describe the ongoing impact of digital on the following areas of your organisation?

Source: Econsultancy / BlueLatitude Report: The Impact of Digital Beyond Sales and Marketinghttp://econsultancy.com/reports/impact-of-digital

• Impact of digital beyond sales and marketing

• New paradigm for organisational framework

• On-going dissolution of silos

• Social 'becomes part of job description not job title'

#Trend 2Organisational structures, teams and infrastructure

Social media business

Source: http://www.flickr.com/horiavarlan

#Trend 3Social Media Business

• Online customer service through social media becomes key conversion rate optimisation tool

• Social permeates commerce (e.g. F-commerce)

51% of companies use social networks for customer support improvement, up from 36% last year.

Source: Econsultancy / cScape 2011 Customer Engagement Report

Source: http://www.flickr.com/lwr

Content as marketing

#Trend 4 Content as marketing ... the King is back

• Content marketing strategy more important than ever

• Bought media to earned media

• Video, apps, tools etc.

• Content creation and curation

Source: http://www.flickr.com/lwr

Data is the new oil

• Metadata as important as ever

• Attribution modelling

• Online to inform offline

• Social CRM

• Retargeting

• Sentiment analysis

• APIs, semantic and Web 3.0

#Trend 5 Data is the new oil ... Let’s work on refining it

Case study: Tealeaf

• Netflights use Tealeaf to capture what customers are

doing in real-time.

• Customer journey insights are passed to the contact

centre so Netflights agents can proactively help those in

need of assistance.

• The outbound call centre team now delivers more

revenue per hour than any other part of the business.

Source: http://www.flickr.com/thunderpants

Continued comeback of display advertising

• Display engine marketing

• DSPs and SSPs

• Real-time bidding and exchange

#Trend 6 Continued comeback of display advertising

Relevant reportsOnline Media Report: http://econsultancy.com/reports/online-media-report

Coming soon: DSPs Buyer’s Guide 2011

Source: http://www.flickr.com/pietroizzo

Localisation

#Trend 7 Localisation

• Increased Google focus on local

• Facebook Places, Foursquare, Gowalla etc.

Case study: Hiscox

•Hiscox partnered with JiWire to serve prospects with

targeted insurance adverts.

•Targeting was concentrated on those hotspots regularly

used by prospects on the move, such as hotels, coffee

shops and airports.

•JiWire has launched Compass, which provides mobile app

and public Wi-Fi users with interactive location-related

ads.

Other trends

• Connected TV

• Tablets and smartphones

• Gamification

Resources 17 digital marketing trends for 2011, by Econsultancy CEO Ashley Friedlein

http://econsultancy.com/blog/7014-digital-marketing-trends-2011-by-econsultancy-ceo-ashley-friedlein

Customer Engagement Report 2011 http://econsultancy.com/reports/customer-engagement-report

Online Media Reporthttp://econsultancy.com/reports/online-media-report

Econsultancy Trends Briefingshttp://econsultancy.com/reports/briefings

The Innovation Reporthttp://econsultancy.com/reports/innovation-report

10 digital predictions for 2011 http://econsultancy.com/blog/7008-10-ideas-for-twenty-eleven