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Ebook Xu hướng Internet Marketing trong năm 2015 (Phiên bản English) Mời các bạn cùng xem 8 xu hướng Marketing trong 2015 nhé ! - Focus Group Adjourned - *Poof* – Instant Advertising - Amuse Me, Dear Advertiser - Content Isn’t King, It’s the Kingdom - Humble Brands - Teaming Up - Right-sized Video - Local, Now More Local - ... Ebook sẽ mang đến cho bạn những kiến thức nền tảng tốt nhất để thành công trong việc nắm bắt xu hướng Internet Marketing trong năm 2015. Chúc bạn thành công! Postscript: Mình sẽ update version Vietnamese ngay khi Translate xong... Cảm ơn
MAR KET ING 20 15 MARKETING TRENDS MARKETING CONSUMER DIGITAL HEALTH 20 15 MARKETING TRENDS Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, healthcare, digital experience, and consumer expectations. In this report, you’ll find the top eight trends in marketing, each with clues into new possibilities and examples of brands that got there first. 20 15 MARKETING TRENDS Abigail Schmelzer Alex Brock Andrea Evans Angela Cua Azul Ceballos Campbell Hooper Charles DiSantis Chelsea Bailey Duncan Arbour Eduardo Menendez Eric Davis Fred Harrison James Tomasino Jeffrey Giermek Jessie Brow n Joe DeSalvo John Mucha Joy Hart Julie Valka Kathryn Bernish-Fisher Kevin Nalty Leigh Householder Luke Hubblethw aite Matt Groom Mike Martins Nick Bartlett Nicole Sordell Pavithra Selvam Phil Storer Richard Martin Rick Summa Sam Cannizzaro Sarah Brow n Sayeed Anw ar Scott Raidel Stefanie Jones Zach Gerber CORE CONTRIBUTORS At the core of our innovation practice is a simple idea: At the core of our innovation practice is a simple idea: Knowing how people’s expectations are changing lets us capture new market opportunities, take smart risks and spur innovation. We start by uncovering clues. Clues are data points, great stories, quotes and pictures that shift our understanding of what people want right now. We find them in practices around the world and in the technologies, brands, and experiences that doctors and patients encounter in their every day lives. Over time, those clues combine and connect to reveal trends, a new kind of inspiration for creating experiences in the moments before our customers realize they need them. And, months and years before our competitors realize the same thing. 20 15 MARKETING TRENDS Focus Group Adjourned *Poof* – Instant Advertising Amuse Me, Dear Advertiser Content Isn’t King, It’s the Kingdom Humble Brands Teaming Up Right-sized Video Local, Now More Local We’re following eight trends that show how marketers will earn attention and engagement in 2015. THE TRENDS 1. 2. 3. 4. 5. 6. 7. 8. 1. IN SHORT The open secret of high-stakes websites is quickly becoming the standard for message and marketing testing. THE RISE OF LIVE MESSAGE TESTING For decades advertisers have invested heavily in getting every single detail of a campaign right before launching it to the world. They used focus groups, quant studies, intercepts and more. Now big brands are increasingly borrowing a long- trusted trick from startups: in-market testing of incomplete products. The approach randomly divides an audience into two groups and offers each group a different option. Those options could be large or small—from entirely different homepages to a tweak in a banner ad headline. The option that earns more of the desired behavior wins. At least until the next test. Companies whose conversion rates have improved over the previous 12 months are performing on average 50% more tests than those companies whose conversion rates have not improved. —Econsultancy, 2014 50% 1. FOCUS GROUP ADJOURNED #1 LESSON: NEVER TRUST YOUR GUT 1. FOCUS GROUP ADJOURNED During President Obama’s two election campaigns, he charged his digital team with one big goal: turn the website’s visitors into subscribers—scoring an email address that would let the marketing machine kick into high gear. To maximize that desired behavior, they broke every page into its component parts to determine how each could be most effective, changing images and wording on buttons to test their hunches. Had the team listened to those hunches, to instinct, the sign-up rate would have slipped to 70% of the baseline. Instead the A/B testing brought it to 140%. In fact, they estimated that a full 4 million of the 13 million addresses in the campaign’s email list, and some $75 million in money raised, resulted from these careful A/B experiments. 1. FOCUS GROUP ADJOURNED “Learn More” earned 18.6% more signups than the default of “Sign Up.” CHOOSE EVERYTHING The beauty of A/B testing is that it lets marketers choose all of the above. Why limit the options we give to consumers when they can better choose what they want? If five headlines appeal to the brand, data can rule that final decision by running all five by our audience, testing them live to see which earns the most action. This revolution in research is turning traditional decision-making on its head. Taking the call away from the HiPPO—”highest-paid person’s opinion”—and giving it to the people who pay us, our customers. 1. FOCUS GROUP ADJOURNED 140% 70% WITH TESTING WITHOUT TESTING —Wired [...]... therapy will be with the same decisions and physicians + better living with like disease diseases 4 CONTENT ISN’T KING, IT’S THE KINGDOM DATA DRIVEN CONTENT MARKETING DELIVERS RESULTS: Content marketing earns 54% more 54% 13% leads than traditional marketing and costs 13% less per lead Hubspot survey of 3,300 business leaders and marketers around the world 54% more effective Cost 13% less —2013 DDCM 5... planning tools content marketing to meaning and provide real and deep content fundamentally change that value designed to help people In the American Express living with chronic disease stick with treatment and OPEN Forum that means lifestyle change Or, said They’re throwing away the 200 experts giving ~ another way: Be more megaphone of push 2 million people per month loyal customers marketing that interrupts... trackvertising with Maroon with The Force, promoting the remote start feature on At last count, it had been 5’s single “Animal,” and the new model shared 5,409,192 times with Lady Gaga’s track across Facebook, Twitter “Applause.” H&M teamed It was the most shared and the blogosphere, up with Beyonce, Fiat with until the Dark Empire fell (beating out “The Force” at Arianna; and Evian with to yogurt Dannon... working together It published quickly and was retweeted more than 15,000 times in the first 14 hours because client teams were on hand, ready to review and approve just as quickly Nissan won over the Internet with a similar rapid response, joining the worldwide excitement about the new royals and reaching hundreds of thousands of drivers doing it 2 *POOF* – INSTANT ADVERTISING JOINING A NATIONAL CONVERSATION... video stream and compared new iPhone features to ones it had made standard years before Video: engadget.com/2014/09/10/samsung-notethedifference-apple-attack-ads/ 3 IN SHORT The golden rule of content marketing is coming to advertising: Make things people want instead of making people want things 3 AMUSE ME, DEAR ADVERTISER WHAT DO PEOPLE WANT? SHAKIRA, OF COURSE The most shared ad of all —a spot that... replicated the Ninja Turtles’ pizza-shooting van and letting Comic Con fans shoot pizzas from the top of it Yes! 6 TEAMING UP RIDING A TREND Uber will continue to be the darling of urban riders going into 2015 Which will, of course, continue to make them the darlings of urban brands Lay’s made one of the most memorable moves, with a bold new Uber-assisted approach to sampling Consumers could log on to try . 15 MARKETING TRENDS MARKETING CONSUMER DIGITAL HEALTH 20 15 MARKETING TRENDS Our fifth annual series of trends reports includes insights into the big shifts that are changing marketing, . report, you’ll find the top eight trends in marketing, each with clues into new possibilities and examples of brands that got there first. 20 15 MARKETING TRENDS Abigail Schmelzer Alex. and engagement in 2015. THE TRENDS 1. 2. 3. 4. 5. 6. 7. 8. 1. IN SHORT The open secret of high-stakes websites is quickly becoming the standard for message and marketing testing.