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The top 10 digital marketing, advertising and social media trends for this new year. Lots of examples and case study goodness!
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1
January 18, 2013
Rebecca LiebIndustry Analyst
@lieblink
2013 Outlook: Marketing, Advertising, and Social Trends
© 2012 Altimeter Group
Major Digital Marketing Trends for 20132
1. Real-time marketing and listening platforms
2. Convergence of paid, owned, and earned media
3. Content marketing and content strategy
4. Native advertising
5. Growth of visual information
6. Online and offline channel convergence
7. Mobile marketing
8. Big data
9. Gamification
10. Eradication of internal digital practice silos
© 2012 Altimeter Group© 2012 Altimeter Group
Real-time Marketing and Listening Platforms
© 2012 Altimeter Group
4
Real-time marketing is immediate reaction.
It’s the marketing of relevancy, achieved by listening and
anticipation of consumer need.
© 2012 Altimeter Group
Real-time marketing delivers what marketers want most and turbo charges other efforts
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
© 2012 Altimeter Group
Two types of always-on marketing
1. Event driven• Public events• Brand events• Breaking news
2. Customer driven• Customer service• Crisis management
© 2012 Altimeter Group
Foursquare promotion contributes to record “Small Business Saturday” sales for AMEX
An estimated 103 million Americans shopped at small businesses on 2011’s Small
Business Saturday. American Express saw a 23% increase
in transactions from its inaugural event.
© 2012 Altimeter Group
Toyota feels backlash after Twitter spamming its Toyota Camry promo during Super Bowl
© 2012 Altimeter Group
Wells Fargo’s Twitter account is now its most effective and efficient customer service tool
9
@Ask_WellsFargo has contributed to an increase in positive brand sentiment
by 38%.
© 2012 Altimeter Group
Eurocontrol responds to environmental crisis via Facebook, LinkedIn & Twitter
10
Eurocontrol used #euva and #ashtag to monitor and
respond to conversations about 2010’s Icelandic
volcanic ash cloud.
© 2012 Altimeter Group
11
Twitter improves search (and ad serving) with real-time human computation
?
© 2012 Altimeter Group
12
Customers have opinions – you must listen and act, and respond
© 2012 Altimeter Group
Social listening, monitoring, and measurement are foundations for agility
13
Brands must:
1. Have systems and processes in place to listen, measure, and respond.
2. Let conversation instruct creative design and strategy.
3. Use insights to be proactive.
4. Allows insights to facilitate personalization and resonance.
© 2012 Altimeter Group
© 2012 Altimeter Group
An always-on organization starts with man power and a structured staff
Work toward deploying a 24/7 response model Dedicate resources to “Control rooms” and “War
rooms” to monitor social conversation Arm teams with training and tools for success
© 2012 Altimeter Group
Source: Expion, Disclosure: An Altimeter client
15
Applebee’s supports 7K employees in 1K locations to monitor & respond in social
GOVERNANCESHARING
REAL TIME
EFFICIENCY
© 2012 Altimeter Group
Dell uses Salesforce Radian6 to power its
social media monitoring of more than 22K daily topic
posts on the social Web.
Dell’s Social Media Listening Command Center monitors conversation, sentiment
© 2012 Altimeter Group
Gatorade monitors social conversations from a dedicated room
Gatorade’s Social Media Command Center is a
“war room for monitoring the brand in real-time across social media.”
© 2012 Altimeter Group© 2012 Altimeter Group
Convergence of Paid, Owned, and Earned Media
© 2012 Altimeter Group
19
Paid Owned Earned
Defining Paid, Owned, and Earned Media
Requires media buy Owned or controlled but does not require media buy
User-generated content surrounding brand
© 2012 Altimeter Group
Now, let’s define Converged Media20
Two or more channels of paid, earned, and owned media. Consistent storyline, look, and feel. All channels work in concert, enabling brands to reach
customers throughout the customer journey
© 2012 Altimeter Group
© 2012 Altimeter Group
Creating branded ‘surround sound’: how media types influence and enable each other
21
PAID
OWNED
EARNED
Drives
vol
ume
to b
rand
Drives volume
Provides platformPr
ovid
es p
latfo
rm
Instructs where to amplify
Informs innovation, creative
© 2012 Altimeter Group
What does this look like on Facebook?22
© 2012 Altimeter Group
What does this look like on Twitter?23
© 2012 Altimeter Group
Glidden Paint employs a wide palette of channels, converging media for a streamlined brand experience
24
© 2012 Altimeter Group
© 2012 Altimeter Group
Enterprise tech company pays the influencers to ignite earned, drive traffic back to owned
25
1.1m Social interactions
128 Pieces of content created by
influencers 24 Influencers commissioned
to create content
The company paid influencers to share content
Across their networks
9,314 Average actions per
piece of content
© 2012 Altimeter Group
© 2012 Altimeter Group
Enterprise tech company achieves converged media harmony with quality content
26
While investing in influencers and media partners to amplify, the
investment was just as much in the content itself– valuable,
sharable, and on-brand.
© 2012 Altimeter Group
Brands that do not integrate paid, owned and earned media types are at a disadvantage
27
Fragmented messaging, inconsistent branding
Redundant efforts, no communication or collaboration
Departments competing for budget
Low customer engagement/ advocacy
Convergence begins to occur in traditional media
© 2012 Altimeter Group
Altimeter identifies 11 criteria to successful converged media deployment
28
© 2012 Altimeter Group
Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration
29
© 2012 Altimeter Group
© 2012 Altimeter Group
But, remember, workflows are unique to the organization
30
© 2012 Altimeter Group Photo courtesy of valkyrieh116 under Creative Commons License at Flickr - http://www.flickr.com/photos/valkyrieh116/758542578/
Content Marketing and Content Strategy
© 2012 Altimeter Group
32
Content marketing is a pull strategy; it’s the marketing of attraction.
It’s being there when consumers need you, and seek you out with relevant, educational, helpful, compelling, engaging and sometimes
entertaining information.
© 2012 Altimeter Group
Content Marketing Builds Stronger Brands
Awareness
Trust
Purchase Intent
Word-of-mouth
Customer Engagement
Lower Acquisition Costs
© 2012 Altimeter Group
Content Marketing Changes the Game
Earned and owned media
Long-term initiatives vs. short-term campaigns
New skills as publishers, producers and community managers
Evolution from advertisers to storytellers
© 2012 Altimeter Group
Altimeter’s Content Marketing Maturity Model
© 2012 Altimeter Group
Standing organizations need someone to champion content
36
Every organization needs a torchbearer that will shift
the company’s focus to more meaningful
marketing communication.
© 2012 Altimeter Group
Iron Mountain focuses content on personas
Iron Mountain’s email marketing before (left) and after (right) the company developed marketing personas and refocused its
content to better align with consumer pain points vs. product attributes.
© 2012 Altimeter Group
Eloqua expands its content marketing with creation of VP Content Marketing role
Joe Chernov launched Eloqua’s corporate blog and later used it to
promote the company’s other content—made trackable by
requiring users to provide contact information. This enabled Chernov to measure effectiveness, directly
attributing $2.5M in revenue to four free guides in 2010.
Lieb, Rebecca. Content Marketing: Think like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que, 2012.
© 2012 Altimeter Group
39
Salesforce leverages video to share product demos, webinars, events, and more
Salesforce’s 2,600 YouTube videos
receive upward of 11K views per day. The
company has valued its product demo views
(av. 2 minutes per view) as equal to
customers receiving service from 66 hyper-
efficient sales representatives.
© 2012 Altimeter Group
Red Bull recognized as content empire, adds e-commerce site to media strategy
© 2012 Altimeter Group
41
Questions?
© 2012 Altimeter Group© 2012 Altimeter Group
Image by Madhava Enros used with Attribution as directed by Creative Commons http://www.flickr.com/photos/menros/84195844/
Native Advertising
© 2012 Altimeter Group
43
Known also as custom content, sponsored content, branded content, content marketing, collaborative
content, or even advertorials,
“native advertising” is placing brand-generated content onto the
pages of real publishing properties.
© 2012 Altimeter Group
Native advertising on news sites44
Boston Globe
Gawker Media
The Atlantic
© 2012 Altimeter Group
45
Remington targets customers during the purchase consideration cycle with native ads
1
2
3
© 2012 Altimeter Group
46
Samsung amplifies popular earned media as ad units to influence additional consumers
© 2012 Altimeter Group
47
NYT’s Ricochet platform helps brands deliver advertising paired with select articles
© 2012 Altimeter Group
Who benefits from native advertising?48
Although often unpaid, content contributors “sell” their companies, professional services, domain expertise, and personal brands in return for exposure
Publishers charge basic CPM or CPC rates for sponsored content, or may calculate costs based on page positioning or feature
Consumers begin to regard sponsored content as editorial content, breaking down the credibility wall between advertising and editorial
© 2012 Altimeter Group© 2012 Altimeter Group
Growth of Visual Information
© 2012 Altimeter Group
Where is content confidence held?
Base: 56 marketers; Size of bubbles above reflect marketers' intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or
have found ineffective?; Source: Altimeter Group
© 2012 Altimeter Group
Types of visual information51
Photos (Pinterest, Flickr)
Videos (YouTube, Vimeo)
Infographics
Charts, diagrams, and other data visualizations
© 2012 Altimeter Group
Social scrapbooking platform Pinterest has 25 million monthly active users
Source: https://social.ogilvy.com/unlock-the-data-of-desire-on-pinterest-infographic/
52
© 2012 Altimeter Group
Pinterest users spend twice as much as Twitter, Facebook referrals
Source: http://www.mediabistro.com/alltwitter/pinterest-online-sales_b22824
53
Reports also suggest that buyers referred from Pinterest are 10% more likely to buy than those who arrive from other social sites, and 70% more likely than those from websites.
© 2012 Altimeter Group
54
Etsy drives sales by directing shoppers from Pinterest to mobile e-commerce site
© 2012 Altimeter Group
BH&G Real Estate’s visual presence contributes to company doubling in size
55
BHGRE network now includes some 7,000 sales associates in
over 203 offices in 21 states, nearly doubling in size from 2010 to 2012. Through creative content marketing
initiatives, BHGRE captures the connected customer through
multiple channels, across multiple devices.
© 2012 Altimeter Group
Corning’s Internal Video Becomes Most-Watched Corporate Video on YouTube
“It breaks all the rules when you think about it. It’s six minutes long;
it’s not funny, it doesn’t have celebrities in it, it’s not intended to be sent around to your friends.”
– Doremus, Corning spokesperson
© 2012 Altimeter Group
K-SWISS Uses Humor to Attract Audiences and Sales in Release of Online Video Series
K-SWISS’ Kenny Powers videos earned millions of views online, resulted in a
1256% increase in Facebook fans, and contributed to a
250% increase in online sales.
© 2012 Altimeter Group
High-quality infographics are 30x more likely to be read than text articles
Source: http://ansonalex.com/infographics/infographic-effectiveness-statistics-infographic/
58
© 2012 Altimeter Group
Mint garners social traffic and links with compelling visual data
59
Mint.com infographics consistently generated 30X
more traffic than a comparable text-based
article. Creating compelling portable content creates engagement on the web.
© 2012 Altimeter Group
Recommendations60
Always ask: “What’s the visual hook?”
Make images/video accessible, available, shareable (social newsroom, social image accounts e.g. Flickr, Pinterest)
Capture video and images
Digital asset management (DAM) with tagged visuals
© 2012 Altimeter Group© 2012 Altimeter Group
Online and Offline Channel Convergence
© 2012 Altimeter Group
The New York Giants bring social events to owned venues, generating earned buzz
62
NYG were the first pro sports team to integrate live tweets in their offline events (stadium, TV) and online (poll, Q&A, e-commerce tie-in). Tying in social content and voting with
real-time events generated an increase in e-commerce sales, a 127% increase in Twitter followers, and huge brand
amplification and awareness for related campaigns.
© 2012 Altimeter Group
ClearChannel integrates online and offline channels to ‘make the audience the media’
63
Converging media through digital billboards, gesture recognition, and social media
interaction, ClearChannel combines offline media with online to drive attention,
engagement, (advertiser interest), and a summer-long sweepstakes.
© 2012 Altimeter Group
OxygenLive chats increase tune-in 92%64
Live chats with talent from the show and other fans via twitter led to a 92%
increase in tune-in among 18- to 49-year-olds
compared to the previous season of Bad Girls Club.
© 2012 Altimeter Group
Home Depot designs QR code campaign to aid the considered purchase— online and offline
65
Home Depot’s campaign spans online and offline media, in-store signage, local
events, and more. Once activated, shoppers can access
how-to videos, product demos, relevant accessories, buying guides, project
guides, even make a purchase.
© 2012 Altimeter Group
66
Questions?
© 2012 Altimeter Group Photo courtesy of jhaymesisvip under Creative Commons License at Flickr - http://www.flickr.com/photos/jhaymesisvip/6497720753/
Mobile Marketing
© 2012 Altimeter Group
68
Global Mobile Traffic Growing Rapidly to 13% of Internet Traffic
© 2012 Altimeter Group
69
Impressive 29% of U.S. adults own a tablet or e-reader, up from 2% less than 3 years ago
© 2012 Altimeter Group
70
Mobiles + Tablets = 24% of online shopping on Black Friday in 2012 (vs. 6% 2 years ago)
© 2012 Altimeter Group
71
Step 1: Understand mobile
Altimeter identified three phases of mobile maturity.
For companies starting out in mobile, the world is a blank slate.
© 2012 Altimeter Group
1. Determine the ideal impact the strategy for mobile and social will have on the business and on the customer – what problem do they need to solve?
2. What’s the next step to get there? This will depend on how far along the maturity curve your strategy is today.
3. Reaching maturity is likely to involve an established partner, we’ve moved past the days of home-growing mobile.
Step 1: Recommendations72
© 2012 Altimeter Group
73
Step 2: Target the right devices
Drive loyalty, product discovery and online
purchases.
Engage strategies can provide product information, post-purchase support, or help to provide a presence for
retailers and brands with a fully online presence. The focus is on bringing shoppers closer to the brand to drive
interaction, not just spend.
© 2012 Altimeter Group
1. Today’s opportunity market is to target the tablet buyer. Throw out the old playbook. You must integrate time, location, rich media and social interaction.
2. Tie in social, but more than just the ‘Like’ button. Have features integrate in a deeper manner.
3. The future of marketing is sophisticated lifestyle and workstyle content. Some marketers will become profit centers beyond profit centers.
Step 2: Recommendations74
© 2012 Altimeter Group
H&R Block app answers tax FAQs75
The H&R Block app provides answers to frequently asked questions and a glossary for tax terms. It also estimates expected returns based
on basic information.
© 2012 Altimeter Group
Mass Mutual taps into larger audience with their ‘Future Moves’ app, converting fun into action
76
MassMutual’s “Future Moves” app is brand-free until the reveal
of their financial future, where the brand connection is clear.
© 2012 Altimeter Group
77
Partners Like CatalogSpree Illustrate The Value Of Rich Media Experiences
The startup is driving tablet traffic to retailer sites by providing a richer experience,
social integration and campaign features for major brands looking
to capture mobile buyers.
© 2012 Altimeter Group
Spending-conscious ways to save money via the Mint app
78
Users who sign up for Mint’s lifestyle-oriented app learn of deals and promotions that can help them save money.
© 2011 Altimeter Group
1. Who is your competition – brand side?
2. Who is your competition - agency side?
3. What will mobile advertising look like?
4. Who supports development efforts –
internally/externally?
5. What is “publishing” on an app?
6. Who's your audience?
7. How will you measure success?
8. How will mobile apps fit into your cross-media
strategy?
Mobile Marketing and Development Checklist
79
© 2012 Altimeter Group© 2012 Altimeter Group
Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495
Big Data
© 2012 Altimeter Group
The world creates 2.5 quintillion bytes of new data – every day according to IBM.
Source: http://www-01.ibm.com/software/data/bigdata/
1 Quintillion = 1,000,000,000,000,000,000
© 2012 Altimeter Group
Big Data as a lone focus has not been prioritized
• Less than 1/5 of businesses surveyed have a formal Big Data strategy• Just 31% have a wide array of business users accessing information• A mere 20% plan to grow their dedicated analytics teams in the coming year
Source: InformationWeek’s 6 Big Data Lies Report, Q3 2012
© 2012 Altimeter Group
Data is nothing new to the organization; it just lives in a deep, dark place where new and creative ideas trump information that can lead to insights and relevance.
Something new and connected is needed internally to effectively engage externally.
© 2012 Altimeter Group
84
Data analytics is a tool to
increase revenue, maximize profitability,
and increase customer satisfaction.
© 2012 Altimeter Group
What can we do with big data?85
Analyze conversations and surface sentiment
Identify product opportunities
Avert PR crises
Understand and anticipate evolving customer needs and expectations
© 2012 Altimeter Group
1. The Customer is king
2. Customer experience is key
3. Revenue generation will prevail over cost efficiencies as the primary IT budget
4. Digital marketing expenditure is growing, adoption rising
5. Digital marketing is highly measurable, ROI can be tracked, measured, proven
6. Marketing technology builds relationships
What’s really driving this shift?
© 2012 Altimeter Group
Digital Breadcrumbs: Through sensors, social streams, and everyday
behavior, you now have the ability to know your customers
better than they know themselves.
© 2012 Altimeter Group
Williams-Sonoma suspected different customers were responding to campaigns and channels differently
Williams-Sonoma knew certain customers responded better to digital messaging than to catalogs, but to act on that knowledge effectively, they needed a way to
analyze campaign effects on individuals – not just segments.
© 2012 Altimeter Group
Williams-Sonoma uses this data to serve up “prescriptions” for how to feel individual shoppers messages– and how to reallocate budget accordingly
• Mobile messages• Banner ads• Online search campaigns• In-store promotions• Loyalty cards• Web analytics• Catalogs• Email blasts• Print ads, Billboard• Telemarketing• TV ads
• Credit scores• Demographics• Other augmented data
sources
• Seasonal buying habits• Customer buying
histories
• Challenges of managing marketing
• Disparate systems, brands, teams
First, they took inventory of all channels, campaigns, tools, internal and external challenges
© 2012 Altimeter Group
Williams-Sonoma partnered with UpStream Software to design marketing algorithms based on data crunching techniques used in medical research
By drawing data from dozens of distinct sources, conducting statistical modeling to analyze the efficacy of multiple marketing campaigns over time for a single
customer, like treatments over time for a patient, Williams-Sonoma now uses algorithms to assess which factors in a customer’s lifetime lead to a sale.
Source: Upstream
© 2012 Altimeter Group
As a result, Williams-Sonoma optimizes customer experience and marketing spend
“We’ve seen our ability to target with the catalog improve using these techniques on a scale that we haven’t seen with any sort of small technical improvement. This is a qualitative improvement in our ability to target the right type of customer with the right type of messaging, and it’s not something that we’ve had available up to now.”
-Mohan Namboodiri, VP of Customer Analytics for Williams-Sonoma
• Decreased costs on direct marketing, sending less catalogs to unresponsive customers; allocated more funds to e-marketing (display ads, email campaigns, etc.)
• UpStream integration scores integrated data to instantly drive the right campaigns to individual consumers at a massive scale, processing over 50 million scores per day per client
• Enables Williams-Sonoma to have a single dashboard of all campaign touches: interactions with retail stores, online behaviors, and purchasing.
© 2012 Altimeter Group© 2012 Altimeter Group
Gamification
© 2012 Altimeter Group
93
Gamification is the integration of game mechanics or game dynamics into a website, service,
community, campaign, or application
to drive participation and engagement.
© 2012 Altimeter Group
Gamification is often applied to traditionally non-gaming contexts or industries
94
Marketers turn inbound marketing into a game to achieve a desired marketing or business goal:
• Boost customer loyalty
• Increase sales amount
• Encourage new and repeat purchases
• Inspire advocacy and word-of-mouth
Organizations may also use gamification internally to boost sales, customer service, or inspire other friendly competition for reward
© 2012 Altimeter Group
In return, customers who “play” and compete are rewarded
95
Free products or samples
Free or discounted services
Other monetary compensation
Badges and other online or in-application achievements
Recognition publicly or within their social networks
© 2012 Altimeter Group
The Red Cross gamifies blood donations96
The Red Cross partnered with Best Buy and Nascar to gamify
blood donations. Every time someone gives blood, they’re eligible for points that can be
redeemed for prizes.
© 2012 Altimeter Group
97
Virtual call center operator LiveOps uses gamification to improve performance of 20,000 independent contractor call agents
LiveOps gives out virtual badges and points for tasks
such as keeping calls brief and closing sales. Leaderboards let
the agents compare their achievements.
© 2012 Altimeter Group
SAP uses gamification to drive content creation and engagement
98
Points are awarded to those who contribute, and one can
receive additional points when community members recognize
the value of an individual’s contributions by liking, rating,
sharing, etc.
© 2012 Altimeter Group
99
Questions?
© 2012 Altimeter Group
100
Eradication of Internal Digital Practice Silos
© 2012 Altimeter Group
Brands must overcome cultural silos and align teams and departments
101
Ownership/governance
Communication
Collaboration/creative design
Campaign goals
Budget
© 2012 Altimeter Group© 2012 Altimeter Group
© 2012 Altimeter Group
Intel among the first to reorganize … merging social media team with global media team
102
“Why does this make sense? I found we were having similar conversations across teams. For the past several years, I have been encouraging every opportunity for them to work as one, sharing information and insights — driving cross media opportunities with our partners and thinking about a new world where the idea of “paid” or transactional media dissolves.”
© 2012 Altimeter Group
Intel achieves converged media harmony103
45,794 social actions
© 2012 Altimeter Group
104
Brand
Agency
VendorAgency
Vendor
Brands cannot deploy converged media alone. They must coordinate agency and vendor
partners. Our research found that stakeholders are often resistant to cross-collaboration.
Brands must also incentivize agencies and vendors to work together
© 2012 Altimeter Group
Recap: Major Digital Marketing Trends for 2013105
1. Real-time marketing and listening platforms
2. Convergence of paid, owned, and earned media
3. Content marketing and content strategy
4. Native advertising
5. Growth of visual information
6. Online and offline channel convergence
7. Mobile marketing
8. Big data
9. Gamification
10. Eradication of internal digital practice silos
© 2012 Altimeter Group
Rebecca [email protected]
rebeccalieb.com/blog
Twitter: lieblink
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
© 2012 Altimeter Group
107107
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