Examples of digital marketing tools and techniques to give you an edge in the year ahead
Well, we’ve nearly made it! For years I’ve been looking to the future, predicting how innovations in digital media, platforms and technology will shape marketing in 2020. The cutting edge examples certainly show the exciting opportunities available – there is almost too much choice…
In this article, I’ll explore six key marketing trends based on examples and research on the adoption of the latest marketing techniques and technology marketers can use.
For recommendations on tapping into the innovations in different digital marketing channels, including email, social media and search engine marketing, see all the other posts from the Smart Insights team covering channel-specific digital marketing trends for 2020.
In 2020, we can see the huge impact that digital marketing has had over the last decade, and more. Looking at advertising alone, these eMarketer predictions show how the duopoly of Facebook and Google dominate paid media investments online, although offline media buys remain important for many larger brands.alfred
Trend 1. Lifecycle marketing
Although it’s often said that the ‘funnel is dead’ since consumer follows non-linear journeys, regardless of the product or service you’re involved with marketing, it will always be the case that to grow a business, your primary focus is growing awareness, closely followed by increasing customer leads and prospects.
This focus is shown by the latest Altimeter / Prophet State of Digital Marketing report, which shows a primary focus on increasing awareness.
The role of digital in creating a unified customer experience is also high in the response, but it’s shocking that digital marketing isn’t seen as a driver of boosting revenue from existing customers. It’s an artefact of the question since digital marketing is effective in achieving all of these goals, including customer retention.
A more practical way to plan to integrate online marketing into marketing activities is to consider communications from a customer point-of-view through the customer journey. I call this always-on lifecycle marketing and recommend you review your use of online AND offline media across the customer lifecycle.
An example of an audit is shown by this example of the use of marketing activities by a B2B company, which although strong at the top-of-funnel in terms of activities used, is less strong in the middle and bottom-of-funnel nurture and re-targeting activities. Many businesses are adopting marketing automation and account-based marketing technology to implement these touchpoints. See the article linked to above for all of the potential activities that can be audited.
Trend 2. Conversational marketing
For me, this is the most exciting trend in marketing today, bringing together rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging.
Conversational marketing was highlighted as a key innovation in the latest Gartner hype cycle alongside Artificial Intelligence, which often fuels it. You can see that of the technologies on the Innovation Trigger slope, many aren’t expected to become mainstream for 5 to 10 years. Of those forecast to hit the mainstream within the next 2 to 5 years, the three most significant for marketers to consider are personification, real-time and conversational marketing.
“Conversational marketing technologies enable interactions between companies and customers that mimic human dialogue and do so at scale. This category is near the Peak of Inflated Expectations phase”.
Personally, I think the hype about smart speakers to support the purchase journey is just that. While some products lend themselves to purchase, where a choice is to be made amongst complex products, they just won’t cut it until we have truly intelligent comparison bots. However, the research suggests I may be wrong. A study of 2,000 British adults commissioned by Artefact UK, an AI and data-driven agency, reveals that:
“Six out of ten smart speaker owners (60%) have used them to make a purchase in the past year. In fact, nearly a quarter (22%) said they have done so within the past week”.
I believe that building in more relevant to web, email and mobile-based conversations can have a bigger impact by boosting relevance and speaking in a more personal tone. Persado is an interesting tech here.
Persado uses a copy impact classification applied to existing copy, which is used to tailor copy and calls-to-action on an individual basis.
For example, using Persado Natural Language Generation to run an experiment, Air Canada sparked a higher response using Anxiety language getting a 3% engagement lift, compared to a 5% drop using Exclusivity language, and a 3% drop using Safety language.
Another example of AI application is nutrition and wellness retailer Holland & Barrett using AI to provide better-targeted emails. This Machine Learning approach from Tinyclues goes beyond optimizing copy using a tool like Persado, instead, it also involves targeting based on the behaviour of individuals to create more micro-targeted campaigns.
Speaking at a session I chaired at the Email Innovation Summit, Richard Lallo, Head of Digital Marketing, described what he calls ‘strategic promotions and mono-product pushes’ in a campaign. The business was able to drive campaign revenue and increase re-purchase rate while sending emails. Campaign revenue increased by 27%, open rates increased by 19%, while email send volume decreased by 23%, which also gives cost savings.
Trend 3. Insights-driven marketing
At Smart Insights we’re huge fans of using analytics and insight to drive business performance and optimize the results from digital marketing. It’s why we’re called what we are.
Improving their data-driven marketing is an aim of many businesses indicated by the most desired skill amongst digital marketers revealed by the Altimeter/Prophet State of Digital Marketing report.
Businesses using this approach are trying to gain the benefits reported by Mckinsey research that suggested that:
Intensive users of customer analytics are 23 times more likely to clearly outperform their competitors in terms of new customer acquisition than non-intensive users, and nine times more likely to surpass them in customer loyalty.
In addition to advances in customer analytics supported by CDPs described in the next section, new Voice of the Customer (VoC) techniques, such as online-hosted customer communities, can improve customer preferences for future products and how they are delivered.
For example, Red Bull used insight platform Vision Critical to launch a community of consumers passionate about the energy drink category. By providing a deeper understanding of consumer preferences, the community challenges widely-held assumptions. The company, for instance, learned who consumes Red Bull drinks — and how and when they buy — were changing. Data from the community provides insight on the competitive landscape, revealing channels the company can enhance to improve growth. The community also helps Red Bull deliver more value to retailers.
Trend 4. Marketing technology
Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. If your business and your agencies adopt the right blend of Martech, it can help give you an edge against competitors, but if not, you may be missing out on the insights and automation processes they are using.
The latest 2019 Martech supergraphic from Scott Brinker, a specialist who hosts Martech conferences and has advised on technology for HubSpot, has created this somewhat scary map of all the potential categories and services that companies can use.
To highlight the range of great services available and to simplify the options a little, we designed this essential digital marketing tools infographic to recommend the categories of tools you should consider across the Smart Insights RACE Planning system and highlight the most popular, most capable tools.
We will create the annual update for this in early 2020, discussing it recently on LinkedIn has highlighted some of the latest trends that aren’t evident from this version of the wheel. Raviv Turner, Co-Founder, of B2B service @CaliberMind said:
“No MarTech stack is complete these days without the third leg of CRM, MAP & CDP. The only way to map, store, analyze and act on the complete end-to-end customer journey is having all the data in one place using a Customer Data Platform (CDPs).”
I’m not sure ‘the only-way’ is accurate, but that is the sentiment.
Kristen Obaid, Always On digital marketing campaigns manager for an international Education company, added:
“The Salesforce and Adobe MAPs are underrepresented here (eg Pardot can be used for email, social, CRM, CMS, audience management, analytics. Krux is now SF. They can both be used as DMPs if the data is configured properly.) BI with simple data integrations (like Domo, Tableau) are also missing, plus Intercom for service CMS eg FAQs, and Drift for automated service chat”.
Trend 5. Consumer Privacy and KYC
Repeated privacy faux-pas by Facebook, Google and security breaches at other brands leading to the release of customer details have highlighted to consumers that their data isn’t as safe with online brands as they may have once thought. Privacy regulations like GDPR have been enacted to improve data privacy with increased fines.
Record fines have arisen in 2019 from the maximum penalty for contraventions increasing under GDPR to up to €20m (£17.5m) or four percent of global turnover – whichever is the greater.
British Airways, was issued with a proposed fine of £183m for a breach of customer data and a £99 million fine on hotel chain Marriott for failing to protect personal data contained in approximately 339 million guest records.
While these may be more the concerns of the CIO or CFO rather than the CMO, it shows the need for marketers to work with colleagues to mitigate the potential impact of security breaches and reassure customers.
At the same time, we have seen a decreasing effectiveness of traditional identification methods such as cookies for tracking, which makes media ROI determination – supposedly one of the key benefits of digital channels – more difficult.
Emerging technologies can potentially help with both of these challenges.
New Identify Management or Know Your Customer solutions are being developed that can both improve security, reduce fraud and improve insight about customers across multiple devices.
For example, UK startup Hooyu blends traditional methods of customer verification such as database checks (where available) with ID document validation, digital footprint analysis, geo-location and facial biometrics. While this is most relevant for banks and other gambling applications, it indicates the range of data points that are now available.
With these consumer concerns and new legislation such as the EU ePrivacy legislation about to be launched and the inaccuracy of tracking online with increasing restrictions built into browser like Chrome and Safari it seems like the days of the cookie (and particularly third-party cookies) and digital fingerprinting may be numbered. This means that businesses should be considering other alternatives if they aren’t already.
Discussing Unified ID – Why Identity becomes a key success factor in the post-cookie era era – Alwin Viereck, Head of Programmatic Advertising and Ad Management, United Internet Media estimates that
“More than 20% of all cookies in a desktop environment do not live longer than a day and a further 15–20% do not survive a month. For vendors in a third party context (which are typically all participants of the programmatic ecosystem), the problem might even be worse.
Multiplatform consent solutions like Sourcepoint and Identity and Access Management integration solutions like Auth0 and OneIdentity will be adopted more widely. Within AdTech new solutions will have to be found in response to Google and Apples Ad-targeting limitations.
Trend 6. Digital transformation and Marketing Transformation
Our managing digital marketing research revealed many challenges in terms of how digital marketing is run in companies today. Problems included a lack of focus on integrated strategy, testing, and optimization and structural issues like teams working in silos or a lack of skills in integrated communications.
To counter these types of problems and to make the most of the opportunities for growing a business through digital marketing, many businesses are now putting a digital transformation programme in place.
The aim of digital transformation is to develop a roadmap to improve digital capabilities and skills, while at the same time, integrating ‘always-on’ digital marketing activities with brand and product marketing in the business.
This chart from the research shows that many businesses are active in transformation to try to achieve this aim through the success factors covered in this briefing.
Despite some talk that we might be in a post-digital world by 2020 and some traditional marketers suggesting that “it’s time to shut down digital marketing for good” the reality is that many specialist digital job roles and are needed to run digital marketing activities as my post ‘10 reasons you still need a digital team‘ shows.
A common practice that we can expect to continue in the future is a move to a hybrid approach to managing digital marketing with digital marketing skills being developed in marketing teams as suggested by this structure.
However, the label of a ‘digital department’ is outmoded, since the creation of large digital teams has caused silos to develop with other marketing and product teams. Instead, we can expect a continued move to a digital/marketing Centre of Excellence model. The DCoE will be smaller ‘digital services units’ that track the latest developments in development, advising on new digital techniques and technologies.
Through the year, we’ve been adding to our tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. To review your digital readiness, either for integrated digital marketing or individual channels, download our benchmarks or take our interactive capability graders.
All the best for grasping the opportunities from digital marketing in 2020 and beyond! To help you on your way take a look at our benchmarking templates, each of which will give you a quick review for digital marketing governance and the key channels like search, social, email marketing plus analytics, content marketing and experience.
Apple and Epic Video games Spar Over Returning Fortnite to the App Retailer
However through taking over Apple so at once and publicly, Epic — a 29-year-old privately held corporate price $17.three billion and based totally in Cary, N.C. — is also in for the struggle of its existence. Apple has a marketplace capitalization of just about $2 trillion and virtually limitless sources. Remaining month, it bring to a halt its enhance for Epic’s Unreal Engine, a tool building device that 1000’s of builders use. That took the smaller corporate through marvel.
“We identified the theoretical risk prematurely, however idea it might be so silly of” Apple to bring to a halt Unreal Engine, Tim Sweeney, Epic’s founder and leader govt, stated in an interview final week.
In court docket on Monday, Pass judgement on Gonzalez Rogers sharply criticized Epic’s choice final month to damage with Apple’s cost regulations. “There are many other folks within the public who believe you guys heroes for what you probably did, but it surely’s nonetheless now not truthful,” she stated.
Epic argued that Fortnite’s elimination from the App Retailer had brought about it irreparable hurt. However Pass judgement on Gonzales Rogers famous that Epic’s exposure marketing campaign across the struggle, together with a parody video of Apple’s well-known “1984” advert and a hashtag, #FreeFortnite, had most likely greater excellent will towards the corporate.
Epic’s lawyer, Katherine B. Forrest, a spouse at Cravath, Swaine & Moore, defended the exposure marketing campaign.
“If you end up taking at the largest corporate on the planet and also you comprehend it’s going to retaliate, you don’t lie down on the street and die,” she stated. “You propose very in moderation.”
Apple stated it might reinstate Fortnite to its App Retailer provided that Epic complied with its regulations.
“They don’t want this court docket’s emergency lend a hand — they have got the keys to unfastened Fortnite proper there of their pocket,” stated Apple’s lawyer, Theodore J. Boutrous Jr., a spouse at Gibson Dunn.
How ‘Save the Kids’ Is Protecting QAnon Alive
Remaining yr, QAnon used to be at the ropes.
The professional-Trump conspiracy concept were left homeless through the disappearance of 8chan, the message board the place “Q,” its pseudonymous central determine, posted cryptic clues a couple of cabal of child-eating Satanic pedophiles. The message board were bring to an end through its safety supplier after the El Paso mass taking pictures, and whilst 8chan’s proprietor, Jim Watkins, used to be suffering to carry a substitute website online on-line, some QAnon believers seemed to be getting bored.
Then, the pandemic hit — and with it, a brand new wave of incorrect information that QAnon may incorporate into its overarching narrative, from false claims about mask-wearing to conspiracy theories about Invoice Gates and a Covid-19 vaccine. The Black Lives Subject protests that erupted after the killing of George Floyd in May additionally equipped new fodder for QAnon’s “bakers” — the newbie sleuths who collect in non-public Fb teams and chat rooms to decode Q’s newest posts and talk about their theories concerning the international cabal.
However new analysis means that the most important jolt to QAnon got here from the so-called “Save the Kids” motion. It began out as a fund-raising marketing campaign for a sound anti-trafficking charity, however used to be then hijacked through QAnon believers, who used the motion to unfold false and exaggerated claims about a world child-trafficking conspiracy led through most sensible Democrats and Hollywood elites. This hijacking started in July, round the similar time that Twitter and Fb started cracking down on QAnon accounts.
Marc-André Argentino, a doctoral pupil at Concordia College who research QAnon, has been monitoring the expansion of “Save the Kids” Fb teams, a lot of which function as cushy fronts for the motion.
Mr. Argentino known 114 teams that invoice themselves as anti-trafficking issues, however are in reality ruled through QAnon content material. Since July, he discovered, those teams have greater their club through greater than 3,000 p.c — sure, 3,000 p.c — with a corresponding surge in process inside those teams.
“Save the Kids actually revitalized the group after Twitter and Fb took motion in opposition to QAnon,” Mr. Argentino stated. “It’s offered a whole new inhabitants to QAnon.”
Mr. Argentino additionally discovered that site visitors to a number of items of core QAnon content material — comparable to “Fall of Cabal,” a YouTube video that many QAnon believers have credited with spurring their pastime within the staff — has surged in fresh weeks, after months of decline.
Fb, Twitter and different social networks have attempted to restrict the unfold of QAnon, shutting down some accounts and pages related to the motion. However “Save the Kids” is a fuzzier space for platform enforcers, as a result of it may be tricky to inform who’s in reality serious about baby exploitation and who’s making the most of the ones issues to sow incorrect information. That vagueness has helped QAnon believers steer clear of a complete crackdown, and has given them venues to speak about their theories that aren’t as susceptible to being taken away.
Adopting “Save the Kids” as a mantra helped save QAnon in different alternative ways. It created one of those “QAnon Lite” on-ramp — a topic QAnon believers may discuss brazenly with out scaring off attainable recruits with peculiar claims about Hillary Clinton dining young children, and one that would move just about omitted in teams dedicated to parenting, herbal well being and different nonpolitical subjects.
Standard of the brand new, understated QAnon taste are Fb movies by which folks sound the alarm about pedophiles brainwashing and preying on kids. Those movies, wrote Annie Kelly, a researcher who wrote a Occasions op-ed about QAnon’s attraction to ladies this month, make for “compelling and dramatic content material” this is “simply shared in different parenting teams with little indication in their far-right origins.”
Since preventing baby exploitation is a matter that has extensive and bipartisan sympathy, QAnon’s anti-trafficking rebranding has additionally allowed politicians to attraction to QAnon supporters with out explicitly bringing up the speculation. And seeding incorrect information about baby intercourse trafficking on platforms like Instagram and TikTok has allowed QAnon to faucet right into a more youthful and not more explicitly pro-Trump demographic.
“It’s bringing down the common age of a QAnon follower,” Mr. Argentino stated. “In 2019, this used to be basically a boomer motion. Now we’re seeing millennials and Gen Z getting on board.”
Mr. Argentino’s analysis presentations simply how efficient QAnon’s “Save the Kids” pivot has been. Along with spurring in-person rallies all over the place the arena, the motion has change into one of the potent forces on Fb. Tales about baby exploitation and human trafficking mechanically finally end up being a number of the most-shared information articles at the website online, and a few QAnon-adjacent scandals — comparable to the uproar over Netflix’s “Cuties” movie, which used to be mentioned for weeks within QAnon Fb teams prior to it used to be condemned through Republican lawmakers as selling baby sexualization — have crossed over into mainstream political discourse.
There may be not anything fallacious with expressing issues about baby exploitation, which is actual and destructive. However QAnon’s include of the “Save the Kids” motion has created its personal harms. Reliable anti-trafficking teams have reported being flooded with calls from QAnon believers passing on false and debunked pointers, forcing the teams to divert assets clear of their exact paintings. QAnon believers have arranged virulent harassment campaigns in opposition to other folks they accuse of being pedophiles, together with celebrities like Chrissy Teigen and Ellen DeGeneres.
And a few QAnon fans have pursued acts of vigilante justice in opposition to the imagined “cabal” they imagine is working an underground baby sex-trafficking ring. Remaining yr, a Colorado lady used to be arrested on suspicion of plotting with different QAnon supporters to have her son abducted from foster care. (The lady, Cynthia Abcug, has pleaded now not accountable.)
As Mr. Argentino issues out in a fresh Twitter thread about his findings, there’s some proof that the expansion of “Save the Kids” is also slowing down. Sharing of posts throughout the 114 teams he tracked has declined in fresh weeks, whilst club within the teams has endured to upward push. Fb’s fresh crackdowns would possibly give an explanation for a part of the falloff in sharing. But it surely might be proof that QAnon — which wishes a relentless provide of unpolluted incorrect information and new narratives to stay its group hooked — is getting ready to transport on.
“Individuals are becoming bored,” Mr. Argentino stated. “There’s handiest such a lot content material about baby intercourse trafficking that you’ll be able to percentage.”
Google Calls for Its 30% Minimize From App Builders in Play Retailer
OAKLAND, Calif. — Google mentioned it might now not permit some apps to avoid its fee device throughout the Google Play retailer that gives the corporate a reduce of in-app purchases.
Google mentioned in a weblog put up on Monday that it was once offering “readability” on billing insurance policies as a result of there was once confusion amongst some builders about what forms of transactions require use of its app retailer’s billing device.
Google has had a coverage of taking a 30 p.c reduce of bills made inside of apps introduced by means of the Google Play retailer, however some builders together with Netflix and Spotify have bypassed the requirement by means of prompting customers for a bank card to pay them at once. Google mentioned corporations had till Sept. 30, 2021, to combine its billing methods.
The costs accrued by means of Google and Apple’s app shops has change into a particularly contentious factor in contemporary months after Epic Video games, maker of the preferred sport Fortnite, sued Apple and Google, claiming they violated antitrust laws with the commissions they rate.
Builders have bristled on the 30 p.c reduce demanded by means of Google and Apple, pronouncing it’s an inflated virtual tax that hobbles their talent to compete. And as the two corporations regulate virtually the entire global’s smartphones, many builders gripe that they have got no possibility however to stick to their insurance policies and pay the commissions.
Google has argued that it permits different corporations to function app shops inside of its Android device. On Monday, the corporate mentioned it might make adjustments in subsequent 12 months’s model of Android to make it more straightforward to make use of different app shops on its gadgets with out compromising protection.
This can be a growing tale. It is going to be up to date.
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