There is a rise in 'machine marketing' underway. This is most evident in digital marketing, where algorithms and automation can help create efficiencies across campaigns.
But how far should marketers rely on programmatic marketing as part of the mix?
Following are my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for 2013. As is traditional for my trends, there are around seventeen of them.
I haven’t spent too much time on giving extensive justification for any of these; they are based largely on the many conversations I have with industry influencers and practitioners.
Many are really just notes, or bullet points, but I’ve tried to give links to further information if you want to delve deeper. They are in no particular order though I’ve started with the more ‘strategic’ stuff.
As ever, I’d be very interested to hear your thoughts, or feel free to post a link to your own trends or predictions.
One to one marketing is back. And this time it’s personal.
There is nothing new about the concept of personalisation. Peppers and Rogers popularised “one to one marketing” in the dotcom heyday and personalisation platforms were very much in vogue.
As companies wrestled with the subsequent crash, and the dawning reality that actually they had a long way to go in sorting out basic usability before they started on more advanced targeting and customisation, personalisation went quiet.
This was the question a newly-appointed CMO asked me recently. It’s a tough question. Almost as tough as the “What does good look like?” question we get asked all the time in the realm of digital marketing and ecommerce where reliable benchmarks or accepted best practice are hard to come by.
The challenges and opportunities around the future of the marketing function are well known. Dealing with ‘big’ data and analytics, figuring out how social media fits in, integrated online and offline marketing, delivering a seamless customer experience across channels, working more closely with “IT”, moving from broadcast to dialogue, globalisation, innovation, personalisation, more agility, attracting and keeping the right talent.
But how do you create a marketing function best placed to embrace these challenges and opportunities? As ever, the answer is “it depends”. But rather than end with that consulting cop out, I wanted to draw out some of the insights we believe we at Econsultancy have observed.
That's CXO as in "Chief Experience Officer" though perhaps more often called Chief Customer Officer.
A quick check on LinkedIn shows very few CXOs outside of agencies though many more Chief Customer Officers.
But job title semantics aside, the key theme is 'customer experience'. Is it overhyped? Or is it the future of marketing?
What is the state of digital marketing and e-commerce in China?
I'm just back from a week long trip to Shanghai where I talked to a lot of people in the digital industry there. Following are some of my observations about how the digital marketing landscape in China compares to the West.
Attribution modelling, multi-channel funnels, customer journey mapping... it's all very hot at the moment.
As part of my preparation for a talk I'm giving this Wednesday I had a look at Econsultancy.com's own data for how different digital marketing channels contributed to conversions.
I was interested by what I found so wanted to share it here to see what others are learning.
There has been a huge amount of interest within the Econsultancy community around the EU e-Privacy Directive, sometimes rather misleadingly referred to as the ‘EU Cookie Law’ (as it doesn’t just apply to cookies). This is not surprising as the deadline for compliance with the directive in the UK is May 26th so less than two months away.
People have been asking "So what is Econsultancy going to do on its site?", and "What do you think is best practice?", and "Will Econsultancy.com be compliant?". Today we have set live our ‘solution’.
(UPDATE, 18 April 2012: Our new report, The EU Cookie Law: A Guide to Compliance, explains the legislation as far as it affects UK online businesses, sets out some practical steps that you can take towards compliance, and includes examples of how websites can gain users’ consent for setting cookies. Do check it out.)
I’ve been on record a number of times saying that I think the EC Directives relating to cookies are fundamentally flawed. We could make a parallel with the current UK/EU Euro ‘situation’ but let’s not go there. In the UK the Information Commissioner’s Office (ICO) has a duty to enforce these directives and, as they say, “This isn’t going away. It’s the law.”
Yesterday the ICO released its updated guidance for UK website owners. You can download the PDF from the link in the news release.
Given the tough task of interpretation, guidance and enforcement that is the ICO’s duty, I have to say that I think this document is a valiant and comprehensive effort given the task and I’d commend them for this. I would urge you to read it for the full details. It is clearly written and quite practical.
Below are some of my initial thoughts on reading this latest guidance.
At Econsultancy’s 2010 ‘Future of Digital Marketing’
conference the main emerging theme was ‘Data is the new oil’. At the 2011
conference, held two days ago in London,
for me the main theme is what I’m calling “Brand Everywhere”.