Future trends in Digital Marketing
Barry HolderOctober 2016
August 6th, 1991
The past, the present….
First website goes live!
1994
First PPC ads launch on…
2000
First banner ad on?Hotwired
1998
Google launches PPC Auction model.First AdWords customer?
Goto.com
2005
This happened
2006
Facebook launches ads.First ad?
2010
Microsoft & Yahoo launch…
2007
First iPhone says hello…
(But It’s Not Google)
2016
Value of programmatic ads tops $2bn for the first time
2012
Ad spend on digital to overtake TV in US with $72bn and growing…
Facebook buys WhatsApp for $19bn. Zuckerberg thinks it can go from 450m user to 1bn ‘a few years’
2014
It takes less than 2 and there are currently 42bn WhatsApp messages per day
THE RISE OF THE MACHINES
Facial recognition18 kphCattle prod!!
The Anbot – Shanghai Airport
Source: The Shanghaiist
• What is a bot?• Software applications that run automated tasks• Why are they a big deal?• The idea of a bot is to speed up and automate day to day
tasks by finding, storing and serving up useful bits of information
• Why are they a big deal now? • At the recent Developer conference, Facebook announced
they were letting chatbots into Facebook Messenger• What does that mean for marketing?• It means we have another way to interact with customer of
a brand.. And customers will expect to interact…
Rise of AI in marketing
Louise Delage0-16,000 followersFollowing 3,100 influencers via Bot50,000 likes Raising awareness of alcoholism in the young
The AI wants to talk to you
1. SEO needs to change to adapt content for voice activated intelligent search– Invest in informative content – video, personalized &
social content2. Huge amounts of data.
– IPAs will connect to multiple devices in the household and share data
– That data will tell us a LOT about our customers.3. Systems will start to anticipate customer behavior
– Just in time marketing will come of age
What will this mean in the future?
INNOVATE, INNOVATE, INNOVATE
• The brands that we will market in the future won’t just sell products or services, but interconnected experiences
• Expectations of customers grow continuously and brands that aren’t at the front will fade away
• This is happening now though, and will only increase in the future
Brands will continue to innovate
Fitness brands connecting with use
Ferrari IPO - $11bn (150x annual profits)
Ferrari cars sold – 1,699Ferrari Profit - $70m
THE ALL NEW CUSTOMER SERVICE
Awareness Consideration Purchase Service Loyalty
How customer journeys used to be
TVRadio
OutdoorPrint
Cinema
Word of mouth
Browse in store
Buy in store
Return items to store
Buy further items from
store
Todays customer journeys
Awareness Consideration Purchase Service Loyalty
Physical touchpoints
Digital touchpoints
PR
RadioTVPrintOutdoor
Word of mouth
Online adsViral email
Digital OOHSearch
Landing pageBlog
Review siteWebsite
Mobile app
Chat
IVR Invoice promotion
Blog
EmailNewsletter
Store
Call centreDirect mail
Customers increasingly script their own journey
• We need to be on our A game all the time to service them on their terms
• The customers dictate the terms of engagement, they expect us (or our Bot) to be there 24/7/365
• They know how to kick up a stink or lavish us with praise
• Online has created markets in every vertical– When did a client last say “We don’t operate in a
competitive market place”
What does that mean for us?
MILLENIALS
What is a millennial?
• You have grown up as digital natives• Your smart phone is welded to your hand• You’ll use it to tap into AI to get to your favorite
brands• These brands will have to work harder to
engage with you• And when they do, you’ll be in control of the
journey
• So we really need to think hard about how to market to you….
And why are you so important
Millennials trust strangers over family and friends. They lean on User-Generated Experiences for purchase decisions.Source Brian Solis’ Future of Business, 2013
Only 1% of Millennials said that a compelling advertisement would make them trust a brand moreSource: Elite Daily
Treat Yo SelfWhile millennials save an impressive amount each month they still enjoy the finer things in life.Source: Experian
Amount spent by millennial shoppers in the US in 2015 - $600bn. Forecast amount spent by millennial shoppers in the US in 2020 - $1.3tnSource: Accenture
Millennials involved in making 73% of B2B purchasing decisionsSource: Sacunas
Source: IBM
How millennials currently interact with Vendors and how they would prefer to in the future
• Rise of AI in marketing – Bots, just-in-time marketing, use of Siri/Cortana
• Brands continue to innovate– Pressure from consumers will heap pressure on
brands to raise their game, need to find new ways to create value
• Optimised customer journeys– Consumers will discover, engage and embrace a
brand on their terms – we need to optimise throughout this journey
• Millennials spending power and influence grows
Ok, so what’s the take out?
THANK YOU
Top Related