The document outlines 4 key digital marketing trends:
1) Mobile is no longer a trend but the dominant way people access information and do business. Content and customer experiences must be optimized for mobile.
2) Content, especially video and customer reviews, is critical for cutting through noise and answering customer questions. Content should be snackable, sharp, and shareable.
3) Customer experience is paramount, with speed and instant gratification expected. Companies must focus on the customer journey across all channels.
4) Data provides valuable insights about customers and opportunities. Companies should leverage data to own the customer relationship.
7. MORE PAGE VIEWS ON
MOBILE THAN DESKTOP
IN 2016
GREATER THAN 65%
OF ALL DIGITAL MEDIA
TIME… AND GROWING
5G BEGINNING TO
ROLL-OUT IN 2017
(1,000 TIMES FASTER
THAN 4G)
8. NOT LIMITED TO B2C
42% OF RESEARCHERS
USE A MOBILE DEVICE
DURING THE B2B
PURCHASING PROCESS
49% OF B2B
RESEARCHERS WHO USE
THEIR MOBILE DEVICES
FOR PRODUCT RESEARCH
DO SO WHILE AT WORK
17. EVEN VOICE – WHICH WILL BE
HUGE IN THE NEXT FEW YEARS –
RELIES ON CONTENT TO WORK
WORRY LESS ABOUT YOUR
WEBSITE OR APP AND MORE ON
WHAT POWERS THAT CUSTOMER
EXPERIENCE
FOCUS ON “THE PAINTING” AND
NOT JUST “THE FRAME”
21. 70% OF B2B BUYERS AND
RESEARCHERS WATCH
VIDEOS THROUGHOUT THEIR
PATH TO PURCHASE
NEARLY HALF OF POTENTIAL
B2B BUYERS WATCH 30
MINUTES OR MORE OF
B2B-RELATED VIDEOS
VIDEOS ABOUT PRODUCT
FEATURES TOP THE LIST,
FOLLOWED BY HOW-TOS
AND PROFESSIONAL
REVIEWS
32. “ABOUT 50 PERCENT OF S&P 500
FIRMS WILL LIKELY BE REPLACED
OVER THE NEXT 10 YEARS DUE TO
NEW DIGITAL DISRUPTORS AND
INABILITY OF ESTABLISHED FIRMS TO
REINVENT THEMSELVES” JEFF
HOOD, ALAN BRADY, RAJ
DHANASRI – DELOITTE
“THE IDEA THAT YOU STUDY AND
THEN HAVE A CAREER IN ONE
COMPANY IS GONE. YOU NEED TO
RENEW YOUR SKILLS EVERY FIVE
YEARS.” STEPHANE KASRIEL, CEO,
UPWORK
35. THREE STEPS TO MOBILE SUCCESS
•BE THERE: AVAILABLE WHEN NEEDED TO
CUSTOMER
•BE USEFUL: SOLVE THEIR PROBLEM
•BE QUICK: OFFER INSTANT
GRATIFICATION – GET OUT OF THEIR WAY
Be There
Be Useful
Be Quick
47. TREND #0:
MOBILE ISN’T A
TREND, IT’S A WAY OF
LIFE
TREND #1: CONTENT
IS KING
TREND #2: CUSTOMER
EXPERIENCE IS QUEEN
TREND #3:
DATA IS THE CROWN
JEWELS
48. TREND #0: EXPECT MOBILE,
BUILD IT INTO EVERY STEP OF
THE CUSTOMER JOURNEY
TREND #1: USE CONTENT TO
ANSWER CUSTOMER
QUESTIONS AT KEY MOMENTS
TREND #2:
FOCUS ON EXPERIENCE AND
SPEED TO SUPPORT CUSTOMER
THROUGH JOURNEY – THEY’LL
TELL YOUR STORY FOR YOU
TREND #3: OWN THE DATA,
OWN THE CUSTOMER