How digital marketing analytics is changing in 2015
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The document discusses key trends in digital marketing and analytics for 2015. It identifies cross-channel experiments, the bifurcation of the digital ecosystem, the importance of obtaining a unified view of customers, prioritizing first-party data, the rise of programmatic advertising, and growing adoption of mobile wallets and payments as major trends for the year. The trends are driving organizations to better integrate across channels, connect customer data from different sources to improve personalization, and leverage new technologies like programmatic bidding and mobile transactions.
![Slide 15
www.edureka.co/web-marketing-analytics
Slide 15
A story of bifurcation
Traditional state of marketing technology evolution has been equilibrium between
» large suite vendors &
» entrepreneurial speciality solution providers
With the technology changes happening at a never before rate, the top end of the market is now split:
» Large suite vendors
Such changes driven by 3 factors:
Media & Social Behemoths [ Google, Facebook etc ]
Large enterprise technology vendors
12%toreach$100Billioninspend
overnext5years(Forrester)
Overall
Market
Growth:
Opportunities
driving
market
activity
EvolutionofMarketingTechnology
Need for
innovation:
Connecting
across
different
devices
GoogleandAppleasserting
leadershipinmedialandscape
Emergence of
non-
traditional
players in the
landscape](https://image.slidesharecdn.com/howdigitalmarketinganalyticsischangingin2015final-150905063043-lva1-app6891/85/How-digital-marketing-analytics-is-changing-in-2015-15-320.jpg)
How digital marketing analytics is changing in 2015
- 1. How Digital Marketing & Analytics is changing in 2015
- 2. Slide 2 www.edureka.co/web-marketing-analytics Digital Marketing Landscape 2015 2015 Trends & Outlook: » Cross Channel Experiments » Digital Ecosystem split in two » Unified view of customers I » Importance of First-Party Data » Programmatic Anyone? » Mobile Landscape : Wallets & Payments Agenda for today
- 3. Slide 3 www.edureka.co/web-marketing-analytics Slide 3 About the Speaker 11+ years across Marketing/Analytics/Operations Diverse experience across Banking, Consumer Technology & Enterprise Marketing BITS Pilani (‘03) & Indian School of Business (ISB’08) Speculative Fiction Junkie/Alternative Rock/Digital Marketing http://sachindevt.com http://fantasy-smorgasbord.blogspot.com Sachin Dev
- 4. Slide 4 www.edureka.co/web-marketing-analytics Digital Marketing Landscape 2015
- 5. Slide 5 www.edureka.co/web-marketing-analytics Slide 5 Ubiquitous Digital Landscape Digital trends that have impacted businesses – both big and small alike Information abundance: Internet has made media/information available at a click of a button Ubiquitous connectivity: Mobile allows you to be connected 24/7 Infinite Power: Cloud Computing has provided us with infinite computing power
- 6. Slide 6 www.edureka.co/web-marketing-analyticsSlide 6 The New Normal: Digitally Empowered Shopper First Home. Need 42” LED TV • Visit several retailers websites online • Identify 3 models they like and ‘add to wish list’
- 7. Slide 7 www.edureka.co/web-marketing-analyticsSlide 7 The New Normal: Digitally Empowered Shopper First Home. Need 42” LED TV • Visit several retailers websites online • Identify 3 models they like and ‘add to wish list’ Find Nearest ‘physical’ outlet on website • Transmitter mounted on entrance identifies couple • Pushes a ‘welcome’ message • Personalized Offers based on history with the store
- 8. Slide 8 www.edureka.co/web-marketing-analyticsSlide 8 The New Normal: Digitally Empowered Shopper First Home. Need 42” LED TV • Visit several retailers websites online • Identify 3 models they like and ‘add to wish list’ Find Nearest ‘physical’ outlet on website • Transmitter mounted on entrance identifies couple • Pushes a ‘welcome’ message • Personalized Offers based on history with the store • Quick links to • Updated specs/prices to models selected • Sale notification: 15% off on their model • Store map to product location • Store expert for specifications/queries
- 9. Slide 9 www.edureka.co/web-marketing-analyticsSlide 9 The New Normal: Digitally Empowered Shopper First Home. Need 42” LED TV • Visit several retailers websites online • Identify 3 models they like and ‘add to wish list’ Find Nearest ‘physical’ outlet on website • Transmitter mounted on entrance identifies couple • Pushes a ‘welcome’ message • Personalized Offers based on history with the store • Quick links to • Updated specs/prices to models selected • Sale notification: 15% off on their model • Store map to product location • Store expert for specifications/queries • Reviews on ‘consumer app’ • Advice through whatsapp from parents/FB from friends • Mysmartprice app for competitive pricing • Smartwatch to authenticate payment • Confirmation of delivery truck through messages • 3 weeks later – new notification about a washing m/c and other appliances for new home-owners
- 10. Slide 10 www.edureka.co/web-marketing-analyticsSlide 10 Trends & Outlook for 2015: Cross Channel Experiments
- 11. Slide 11 www.edureka.co/web-marketing-analytics Slide 11 Cross Channel Experiments are on fire! Perpetually connected customer splits his time across different devices ! » Organization silos » Lack of data integration » Fragmented point solutions Need to integrate across these channels Channels of Delivery: » Mobile » Web » CRM » Point of Sale How ? » Big data feeds to enable cross-channel modeling » Leading to a total actionable view of the cross=channel journey of customers Action to be taken: » Identify your cross-channel uses-case » Conduct a data audit: reviewing current marketing technology investment to identify where your customer-level data exists today
- 12. Slide 12 www.edureka.co/web-marketing-analytics Slide 12 Faasos: From Retail to App Hyper local food on demand company disrupting how people order food on Mobile From Wraps to Full Meals From Retail to Mobile App Channels of Delivery: » Retail outlets » Call-centre » Online ( Inbound website/ mobile enabled ) » Facebook » Twitter – first company to take food orders on twitter! »Mobile App Only!
- 13. Slide 13 www.edureka.co/web-marketing-analytics Slide 13 Faasos: From Retail to App Hyper local food on demand company disrupting how people order food on Mobile From Wraps to Full Meals From Retail to Mobile App Channels of Delivery: » Retail outlets » Call-centre » Online ( Inbound website/ mobile enabled ) » Facebook » Twitter – first company to take food orders on twitter! »Mobile App Only! This is fuelled by the following : » Rising number of smartphone users in India ( 150 Million users and growing) » Need for personalization – taste & meal requirements based on location & time of the day » Convenience & Hassle free experience » High Retention rate
- 14. Slide 14 www.edureka.co/web-marketing-analytics Slide 14 Trends & Outlook for 2015: Digital Ecosystem split in two
- 15. Slide 15 www.edureka.co/web-marketing-analytics Slide 15 A story of bifurcation Traditional state of marketing technology evolution has been equilibrium between » large suite vendors & » entrepreneurial speciality solution providers With the technology changes happening at a never before rate, the top end of the market is now split: » Large suite vendors Such changes driven by 3 factors: Media & Social Behemoths [ Google, Facebook etc ] Large enterprise technology vendors 12%toreach$100Billioninspend overnext5years(Forrester) Overall Market Growth: Opportunities driving market activity EvolutionofMarketingTechnology Need for innovation: Connecting across different devices GoogleandAppleasserting leadershipinmedialandscape Emergence of non- traditional players in the landscape
- 16. Slide 16 www.edureka.co/web-marketing-analytics Slide 16 Internet of Things: A Reality? Tech companies go to war over the CAR ( Intelligent Cars!) » 10% of cars have built-in connectivity – to grow to 90% by 2020. » Making drive time a lot more personal • Mood based Music changes • Syncing calendar • Monitoring traffic – to alert best times to leave so to make your next appointment • CarPlay from Apple: interfaces iPhone to car’s infotainment center, allowing control for music, messages or calls from their phone via voice or display • Android Auto from Google: Similar capabilities – fitted unto self-drive cars ( 700,000 miles without an accident ) more productivity, safety and convenience • Windshields are used for augmented reality platforms or screen to project content from mobile devices
- 17. Slide 17 www.edureka.co/web-marketing-analytics Slide 17 Trends & Outlook for 2015: Unified Customer View
- 18. Slide 18 www.edureka.co/web-marketing-analytics Slide 18 Unified View for a Customer Morning: Consumer views email on her smartphone Lunch: She sees an ad and searches for the product information on her tablet Evening: Makes a purchase in a store or using her laptop Advantages Offered: » Increased control for personalization » Targeting » Optimization ( Best Returns) » Measurement programs Looking for a taxi?
- 19. Slide 19 www.edureka.co/web-marketing-analytics Slide 19 Unified view of a Chai Lover : Chai Point
- 20. Slide 20 www.edureka.co/web-marketing-analytics Slide 20 Trends & Outlook for 2015: Importance of First Party Data
- 21. Slide 21 www.edureka.co/web-marketing-analytics Slide 21 Prioritizing First Party Data Information that you OWN about your own customers Problems with 3rd party data: » Not fresh data » Not good enough for contextual targeting ads » Not Cheap » First party data tracking doesn’t rely on tracking movement across sites, hence Data Privacy issues are mitigated » Insulating against changes in browser behaviour or regulation To do: » Locate your first party data: identify and document all sources of data: website, app, CRM, PoS » Transition plan for how current customer experiences can be enhanced through such data
- 22. Slide 22 www.edureka.co/web-marketing-analytics Slide 22 Driving Personalization CMO priorities for 2015 would be personalization, customer loyalty & advocacy “With the rise of connected devices and IoT, consumers and the products they buy are all capturing real-time streams of immensely valuable data. Getting customers to visit your website or fill in a form is nothing compared to getting them to share their fitness monitor or car data streams. Not only is the value of first-party data about to skyrocket, so is the challenge of capturing, securing, analyzing and activating it” Marko Muellner, VP digital & group director for Edelman Portland Customer-first approach to improving engagement Demographics & other 3rd party data ultimately are tools to help focus marketing dollars on groups as opposed to individual buyer journey mappings helping us focus target every other individual Data from Econsultancy survey 2015 Website registration data Past transaction data Registration/Loy alty card info Website browsing Mobile Web/App Usage CRM/Email Program Social Media Chatter
- 23. Slide 23 www.edureka.co/web-marketing-analytics Slide 23 Myntra.com: App Only Marketing Targets the “Chat & App driven generation” of today ( Millennials: 18 and 34 years of age) “Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it captures user’s lifestyle and context in manner that no other medium does. Think of all the hardware and software features that one can leverage like camera, contact, location etc. to understand the user’s context and deliver the experience that is deeply personalized,” Mukesh Bansal, Outgoing CEO Myntra.com Too many push notifications?
- 24. Slide 24 www.edureka.co/web-marketing-analytics Slide 24 Trends & Outlook for 2015: Programmatic Anyone?
- 25. Slide 25 www.edureka.co/web-marketing-analytics Slide 25 Programmatic becomes the Normal What is Programmatic Advertising ? Using technology to buy and sell media space – booking mechanism for publishers ( websites that publish content where advertisers can sell ) to manage their digital space inventory RTB: » Real Time Bidding is a key aspect of Programmatic » Efficiently optimizing quadrillion permutations on an ad exchange » Delivering the right ad to the right person at the right time using data Programmatic , 57% eMarketer 2015 report on digital display ad spending Advantages: • Cost efficiency – Both buyers & sellers using their budget most efficiently for maximum results – ROMI ! • Operational Efficiency: From 10 to 20 Ad buying opportunities analysed by media buyers in a week to a MILLION plus opportunities a second through machine learning algorithms 100 Billion impressions x 100 variables Which publisher site? Pages per site? Dimension of ad display? Device type ? What time of the day ? Day of the week? Regional sentiments? Local weather?
- 26. Slide 26 www.edureka.co/web-marketing-analytics Slide 26 Case study: Programmatic Display Ads - I Million impressions on Y! homepage Same ads served to both Jack and Jill ! Jack is a 53 year old male, CFO @ MNC looking for a luxury travel option Jill is a 24 year old female, Content Writer for an Ad Agency interested in Cross- training looking for gym/fitness equipment
- 27. Slide 27 www.edureka.co/web-marketing-analytics Slide 27 Case study: Programmatic Display Ads - II Auctions these million impressions on Y! homepage to different marketers to show their ads to different audience segment based on data about these prospects JW Marriott & Air France show their ads to Jack X Fitbit & Nike show their ads to Jack
- 28. Slide 28 www.edureka.co/web-marketing-analytics Slide 28 Trends & Outlook for 2015: Mobile Wallets & Payments
- 29. Slide 29 www.edureka.co/web-marketing-analytics Slide 29 Mobile widens scope » shopping support, » offers & coupons » Comparing prices » Contacting friends for advice on purchasing Leverage location-based marketing potential 66% of adults use mobile devices while shopping in-store! • An all pervasive payment solution on the mobile? • Life without wallets? Mobile Wallets: A digital equivalent of a physical wallet - an online platform that allows consumers to use this mobile to do financial transactions. Differences from a Credit Card/ Bank Account: No transactional fees charged! Convenience & Speed of transaction!
- 30. Slide 30 www.edureka.co/web-marketing-analytics Slide 30 Adoption of Mobile Wallets “Over the last financial year, MobiKwik’s user base has grown by close to 300% and has reached over 15 million now. We expect all of the 900 million phone users in India to eventually start making payments using their device and via a mobile wallet.The primary drivers for this would be education & awareness about the concept driving fast adoption.” Ajit Narayanan, Social Media Head, Mobikwik Paytm 50 Million Mobile Wallet Users in 15 Months! Primary Factors of Adoption 1. Need & Space for Alternative solutions to Banks who didn’t capitalize on technology/infrastructure 2. Cash majority country & big potential to convert this to digital money Mobile Internet Users in India 213 Million
- 31. Slide 31 www.edureka.co/web-marketing-analytics Slide 31 Momoe Cashless payments at restaurants is now a reality! Live tabs, split bills & pay on the phone without waiting for the bill to arrive at the table! » Improved productivity on the waiter’s side: focusing only on customer service, cross-sell and taking the orders ? » Food & Grocery home deliveries done cash-lessly ? » Queue busting at retail or apparel stores? 10% retention rate for a company less than a few months old – repeat customers
- 32. Slide 32 www.edureka.co/web-marketing-analytics Slide 32 Momoe Cashless payments at restaurants is now a reality! Live tabs, split bills & pay on the phone without waiting for the bill to arrive at the table! » Improved productivity on the waiter’s side: focusing only on customer service, cross-sell and taking the orders ? » Food & Grocery home deliveries done cash-lessly ? » Queue busting at retail or apparel stores? 10% retention rate for a company less than a few months old – repeat customers What’s in for me ( As a Merchant) » No sign up fees or monthly fees » Rich source of customer information – to be used for running target campaigns for customer cohorts
Editor's Notes
- #17: The changing face of marketing technology complexity has huge implications for marketers. While these developments are disruptive, they are positive on average. It reflects a growing market where a rising tide lifts all boats,
- #19: Across devices – Goes to our website – Ola.com looking to book a taxi online. Uses the Ola App to get a taxi – Pick me up now! Chats up on Operator Live! On the website and gives phone number for whatsapp communication Looks up Facebook Ola page for any live updates? And then follows our Twitter Handle Amazon.in for deals messages Even calls up call-centre looking for tomorrow morning scheduled drive. Need a signle data infrastructure to map across these 4 different identities – and understand and serve the customer where he wants it, when he wants it.
- #24: Really trying to woo that desktop generation that is us – with App only deals. This space, $130 Billion USD big, is heating up. With Amazon.in focusing on their App strategy as well.
- #26: The buying and selling of digital advertising is evolving at a mind-bending pace! In 1977, advertisers vied for space (or time) from only a few hundred “publishers” (Web-speak for any digital media vehicle that delivers content). By 2012 the number of publishers, thanks to online media, had ballooned into the millions.
- #28: Is programmatic the future of advertising? Possibly yes. For now while the portion of ad budgets for programmatic buying is on the rise and primarily targeted for buying online media space or ads on the internet, media companies are slowly experimenting with using the similar tech to buy OOH spots or TV Spots!
- #32: it’s shopping online or booking a cab or even ordering groceries, the ability to pay with a tap on your smartphone enhances your experience like never before Click YES on the Polls within GotoWebinar…. What are the challenges? Security Mindset change Examples being the 2- factor authentications by the regulatory organizations RBI might be done away with for transactions having smaller value transactions. Not finalized yet.
- #33: it’s shopping online or booking a cab or even ordering groceries, the ability to pay with a tap on your smartphone enhances your experience like never before Click YES on the Polls within GotoWebinar…. What are the challenges? Security Mindset change Examples being the 2- factor authentications by the regulatory organizations RBI might be done away with for transactions having smaller value transactions. Not finalized yet.