Trends in Digital Marketing

Trends in eMarketing

Murat Esmer

http://muratesmer.com



Presentation Content

Customer Centricity

Channel Diversification

Data

Social Media

Content Strategy

1 - Customer Centricity

User Experience

Customer Experience Management

Voice of the Customer

User ExperienceUser Centred Design: Usability tests must be applied in order to maintain UX-centric digital web environment.

Humanisation of Experience & Emotional Design: The digital environment became more “human” to compete with offline. Trust, confidence, enjoyment, brand loyalty will be increasingly important.Examples: Live Chat, Live Stream, Virtual Sales Reps., Touch Sensitive Tech.

Proliferation of Devices: Brings conflict on cross-channel customer experience. Brands must adapt mobile internet & tech. to succeed.Location based marketing, targetted ads will become crucial via social networks & mobile applications.

Gamification: is not only social gaming, it is about understanding how users behave to understand to achieve business goals.Example: Virtual Badges of Foursquare



Customer Experience has impact on both financial performance and softer metrics like brand perception & customer satisfaction.

Customer-Centric Culture must be set and testing tools (A/B, Multivariate Test, Usability, Heatmap Test) must be integrated to learn the right approach.



Customer Struggle Must Be Reduced!

Poor online UX, coupled with a lack of insight about why customer are abondoning websites, is costing business.

Companies have least understanding about what is happening at the bottom of the online sales “funnel”. Budgets must be allocated.Direct > Social Media > Google Adwords > Social Media > Direct

Companies are prioritising investment in online channels but de-prioitising investment in the online customer experience.


Understanding Customer Experience

Methods used for understanding the customer experience;

Web AnalyticsOnline SurveysUser TestingA/B or Multivariate TestsCustomer InterviewsSocial Media Tools Online Reputation BuzzOffline SurveysOnline Focus GroupsSession Replay Technology


Additional Resource

How Brand can use Location-Based Marketing:

Mobile Apps

Mobile Search (Keyword-SEO Strategies Device-Connection Based

Mobile Google Adwords

Foursquare

Facebook Deals

Hyperlocal Content Strategy


Gamification RulesCan game mechanics help customer to engage with your product or service?

Will they help to increase revenue and improve overall customer experience?

Look closely at mechanics that focus attention on what brands do best, and then think about how to get your customers to share and drive new business for you.

Increase repeat business should be high on the list of priorities

Make customers feel “very” special.


2 - Channel Diversification

Key Trends & Market Drivers

Connect Channels with Mobile

Mobile Commerce


Mobile App vs. Mobile Web; Which one is the right to invest?

Reality: Customers use both, so integrated approach is the optimalsolution.

To decision to invest in an app or in a mobile website depends on the company’s target audience and the functionality of the app. Companies also need to consider time, budget and resource to develop each solution.

About native, web or hybrid mobile app development, here is a presentation

http://bit.ly/whichapptodevelop

Mobile UX vs Cost

Native App: Exact UX & High Cost

Hybrid App: True UX & Middle Cost

Web App: Low UX & Low Cost

Mobile Website: Low UX & Low Cost


Connect Channels with Mobile

Connectivity will be in customer’s hands!

More than half of the smartphone owners to their handsets to locate a physical store and more than 47% use their phones to directly purchase products or services. (Ref; http://bit.ly/mobileretailresearch)

Retailers need to budget for a mobile-friendly e-commerce platform when developing a mobile app or website.


http://bit.ly/mobileretailresearch

http://bit.ly/mobileretailresearch

Actions Taken as a Result of a Mobile Search

59% Discuss > Talked to others, visited social networks, recommend brand or product to others

67% Continue Research > Looked for more information on PC, smartphone or offline

68% Visit a Business > Store, Online Retailer or Brandwebsite

53% Purchase > In-Store (40%), Online (35%), Smartphone (20%)

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011


Actions Taken After Accesing Local ContentCalled the business (61%)

Visited a business (59%)

Looked up business on a map or got directions (58%)

Visited the website of a business (54%)

Made a purchase from a business online (22%)

Recommend a business/service to someone else (22%)

Read or wrote a review about business (20%)

Marked or added a business to favorite list (19%)


The Rise of the Second Screen

It is now very common for people to watch TV while also interacting with PC, mobile or tablet.

Examples;1 - ~10% of all Youtube views are now on mobile2 - Shazam gives users the ability to almost instantly recognise TV content.3 - Users can check in to TV programmes in a similar way to Foursquare with GetGlue App.


Mobile Commerce

Mobile Payment Systems are Growing. Ex: Google Wallet, Turkcell Cüzdan

Mobile Phones now Enable Richer Shopping Experience with HTML5Near Field Communication (NFC) Technology will finally allow mobile wallets to reach mainstream consumer adoption. (http://bit.ly/nfcpayment)

Carrier based targeted offers will be delivered to customers soon and they will also provide payment services. Ex: Turkcell Cüzdan


http://bit.ly/nfcpayment

http://bit.ly/nfcpayment

3 - Data

Measuring the Value of Social Media

Social CRM

Attribution Management

Measuring the Value of Social Media

Organisations have to be shed light on the measurement of below parameters;

Social Benchmarks Action & InteractionTrafficSalesLeadsSearch MarketingBrand MetricsPRCustomer EngagementRetentionProfits

3 - Data

Social CRMData offers the oppurtunity to evaluate, anticipate and exceed customer expactations in an increasingly interactive, mobile world.

Explicit Data; includes what people say/ask for in any of a variety of settings, from a brand’s own website and preference centres, letters, phone calls or store-captured response, to product forums, review sites and of course, social networking.

Implicit Data; includes many long standing facets, such as purchase history, website and offline behaviour and demographic information. Social elements, such as “Likes” or statements that imply sentiment or interest. Depending on the source, social data may also include location and some demographic/profile data.

3 - Data


The digital age of concept, data-driven, totally accountable marketing has proven to be more difficult to achieve than first thought.

Questions are;

Which tactics are producing revenue, which are having brand impact and how do they relate to the others?Which tactics are helping to produce revenue by enabling sales through other channels?How should an organisation credit the initial brand impression (If it is able to identify it) versus clicks down the line toward ultimate purchase?When customers are exposed to marketing offline and digitally, how can credit be accurately assigned?

3 - Data


Premier vendors such as Atlas, Adobe Omniture, Google have rolled out tools to better understand how different tactics play a role.

Although there are various models, true one is the same;

De-duplication of credit to multiple affilliate partners for the same lead or click.Reflection of online to offline and vice versa.True understanding of brand and engagement elements that contribute to the sale, such as display and social media

3 - Data

4 - Social MediaSocial for SEOSocial Media has a visible impact on SEO activity. (http://selnd.com/12EdiDv)Contributes under natural keyword variation, unique, content generation, link-building

Social CommerceIt is crucial to combine strategy under providing customer support, sales support and marketing and generate sales with Social CRM and Apps.

Social Media ManagementIntegrate all channels into one platform like Hootsuite, Sprout Social.Measure all the quantitative or qualitative date.Administrate succesfully and organise the activity

5 - Content Strategy

Advertising is dying as it no longer works so well in a more fragmented media world rife with ad skipping technologies.

Brands are shifting budgets to invest increasingly in „owned media‟ (own websites, e-newsletters etc.) and „earned media‟ (links to your site, what customers say about you via social media, ratings/reviews etc.).

Content Strategy5 - Content Strategy

Content Strategy5 - Content Strategy

Earned Media Benefits Against Bought Media

It is usually cheaper to create.

Distribution online is “free”.

Word of mouth is still the most effective form of marketing so peer-to-peer endorsement is ideal.

Ad skipping technologies (online, TV etc.) mean increasing amounts of bought media are not being seen.

Earned media delivers inbound links online which is now the key factor in a brand‟s search engine rankings and improved search results = direct ROI.

Content, and earned media, have a long life. Unlike advertising or marketing campaigns, which are ephemeral, content can be considered an asset which „keeps on giving‟ via continued direct traffic from links and indirect traffic via improved search rankings.

5 - Content Strategy

Thank YouMurat Esmer