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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • March 4, 2014

3 Digital Marketing Themes Explored At TFM&A in London

Lauren Harper
Sr. Manager Social Marketing

Gartner predicts that by 2017 it will be marketing, not IT, that will be spending the most money on technology. This prediction seemed to be validated at the TFM&A event in London last week. The amount of technologies that are emerging for marketers seem to be never-ending. From marketing automation to personalized e-commerce solutions, the expo grounds were packed with companies excited to show off their latest tools.

Fueling digital marketing success was the theme for the event, and the session content supported that very idea. From web optimization to online advertising and social media, there was a session for every facet of digital marketing. However, the 3 main themes that seemed to emerge from the show were around mobile, data, and content marketing. Here are tips from the conference content:

1. Mobile- Focus on mobile can no longer be put on the back burner. It’s time to optimize, optimize, optimize. Nearly half of all emails today are being opened on a mobile device, if it’s not optimized for mobile viewing, 63% of people will immediately delete the email, according to a study conducted by eDialog.

People are starting to make purchases straight from their mobile devices. B2C companies especially need to have their mobile sites not only optimized for mobile viewing, but also to provide the access and capabilities that customers need to make purchases easily and efficiently.

2. (Big) Data-As Andrew Warner, Sr. Marketing Director EMEA for Expedia, put it, it’s not the amount of data you have, but rather what you do with it that matters. With the influx of data that we as marketers have access to now, it’s becoming more crucial to use that data to create better experiences for our customers.

What does that mean exactly? It means providing personalized and customized experiences for our customers and prospects. Whether your selling model is B2B or B2C, it’s all about being able to accurately predict what people want, and serve them the right content at the right time. Amazon is a prime example of this. By collecting and analyzing the data based on what you’re searching for and purchasing, they are able to present you with options for products they think you will like. And it works. 35% of Amazon’s revenue last year came from using this predictive modeling.

However, you need to be careful when dealing with data. Past performance may not always necessarily be a good indicator of what will happen in the future. For example, if you’re throwing a birthday party for your one-year-old, you won’t need more products for a first birthday party weeks or months later. It’s vital that you analyze the data within a specific context; otherwise you could end up sending someone a coupon for a product they already purchased.

3. Content Marketing- Content marketing has become the glue that not only connects cross-channel marketing efforts, but also is a driver for all digital channels. Whether it’s your company blog, social media channels, or your web site, creating snackable and easily digestable content should no longer be a “nice to have”. Create quality content on just a few key topics relevant to your business. By developing this “cornerstone” content, it will keep people coming back to your web site, blog, etc. to digest your other content.

The truth is that people are now conducting their own research on products without having to connect with a sales rep. If you don’t provide content on your company and product/s, they will read about you from someone else’s facts and figures.

To learn more about specific content marketing benchmarks and trends, check out our latest report: Eloqua Community: The State of Content Marketing 2014.

As Dave Chaffey, CEO of Smart Insights, says, to be successful in digital marketing, it’s often the details that are the most important. If you’re just getting started on your digital strategy, make sure you focus on 1-2 things and do them really well before moving on to a new channel or strategy. For a great overview of how to be successful with your digital marketing, check out the SlideShare presentation from Smart Insights below.

 

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