Ebook Xu hướng Internet Marketing trong năm 2015 (Phiên bản English)

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

HEALTH

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

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

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

marketers will earn attention and engagement in 2015

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 trusted trick from startups: in-market testing of incomplete products

long-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%

FOCUS GROUP

ADJOURNED

#1 LESSON: NEVER TRUST YOUR GUT

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

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

—Wired

IN SHORT

The instant-advertising era gained a head of steam in 2014 and is set

to earn brand sharing for years to come

FROM IN THE CAN TO ON THE SPOT

Advertising typically takes months to produce It starts with a creative brief and concepts and ends with a very choreographed placement in mass media That’s why even seemingly of-the-moment advertising like Walt Disney’s famous post-Super Bowl “I’m Going to Disney World!” commercials were created well in advance of the big game The spots themselves had to be to the television stations days before kickoff

Social media took a big step toward changing that model No longer did advertisers have to buy television time or reserve print space to reach customers That middle man of mass advertising could be entirely eliminated

But it’s a new kind of collaboration between agency and client that’s really made instant advertising possible

consumers use a second

screen while watching TV

—CEA, 2014

—CEA, 2014

SOCIAL MEDIA RESPONSE

*POOF* – INSTANT

ADVERTISING

During live events, many brands have their agencies

at the ready to seize opportunity Oreo’s famous Twitter ad during the Super Bowl power outage took just five minutes to conceive and produce because creative and strategy teams were on site, 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

JOINING A NATIONAL

CONVERSATION

*POOF* – INSTANT

ADVERTISING

The secret to instant advertising is context:

being part of a conversation or event people

are already excited about and are actively

looking online for people (and brands) that

feel the same way

There may be no annual event for which the

fanboy excitement is more palpable than

Apple Live It’s where the new iProducts are

revealed and the gossip leading up to it is

dwarfed only by the flurry of online

conversation during it Samsung took big

advantage in 2014 by creating instant ads

that made fun of Apple's glitchy live 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/

IN SHORT

The golden rule of content marketing is coming to advertising: Make things people want instead of making people want things

WHAT DO PEOPLE WANT? SHAKIRA, OF COURSE

AMUSE ME, DEAR

ADVERTISER

The most shared ad of all time was “The Force” for Volkswagen You

remember it—the cute kid

in the Darth Vader costume who believed he was opening the car door with The Force, promoting the remote start feature on the new model

It was the most shared until the Dark Empire fell

to yogurt Dannon bested the spot with trackvertising

—a spot that is both a music video and an ad

They launched an Activia spot, titled “La La La (Brazil 2014)” featuring Shakira, during the World Cup

At last count, it had been shared 5,409,192 times across Facebook, Twitter and the blogosphere, (beating out “The Force” at 5,254,667 shares) The bigger spread is in the

number of views “The Force” earned 60 million

“La La La” is at over 330 million and counting

Kia recently launched even more brand-centric trackvertising with Maroon 5’s single “Animal,” and with Lady Gaga’s track

“Applause.” H&M teamed

up with Beyonce, Fiat with Arianna; and Evian with Rizzle Kicks

AMUSE ME, DEAR

FINE PRINT GETS FUN

Every traveler is familiar with these words:

“Now we request your full attention as the flight attendants demonstrate the safety features of this aircraft.” We know they’re required to do it, but the presentation that follows is so boring that even its could-save-your-life potential can’t make people tune in

Delta decided to rethink that fine print and make the required safety demonstration fun Not just for the sake of entertainment, but to really earn people’s attention Their new in-flight videos include their charismatic president, triplets, a few comedians, and even

a friendly alien we know as Alf

AMUSE ME, DEAR

ADVERTISER

Delta’s Safety Demonstration Video

youtube.com/watch?v=eduNjwNvcH4

MORE CHANNELS, MORE OPPORTUNITIES

The fracturing of original programming is creating even more opportunities for brands to develop advertainment Platforms like Hulu offer brands much more than product placement: from becoming part of the story arc, to taking the characters off set, to develop brand-centered original programming

AMUSE ME, DEAR

ADVERTISER

Kony 2012 Video:

youtube.com/watch?v=Y4MnpzG5Sqc

DYK

Only one (Kony 2012) of the

most shared videos of all time

is not a music video

CLOSING THE ATTENTION GAP

CONTENT ISN’T KING,

IT’S THE KINGDOM

Where do people go with their questions about life and

health? 90% of people turn to the Web first for

information about consumer products or services and

72% of people treat their health questions the same way

But, only 13% of them choose our product websites for

answers We do a little better with doctors: 82% are

asking Google for help every week and 21% get some of

their information from our product sites

That attention gap has a lot to do with our current

approach to content Our ads and websites are all about

the brand and not at all about our customers

Consumers want more than those product messages—

and they’re finding it elsewhere

Consumers are hit by over 5 trillion impressions

a year, leaving consumers feeling bombarded by, what a recent Microsoft study

called, “irrelevant

information overload.”

CONTENT ISN’T KING,

IT’S THE KINGDOM

WE’RE LIVING IN AN ERA

OF BANNER BLINDNESS:

Only 14% can remember the last display ad they saw and the product it promoted

Worse, only 2.8% say the ad was relevant

to them

-Infolink s, 2014

CONTENT FLIPS THE MODEL

CONTENT ISN’T KING,

IT’S THE KINGDOM

More and more brands—

from American Express to

Merck—are using

content marketing to

fundamentally change that

model and earn more of

their time and attention

They’re throwing away the

megaphone of push

marketing that interrupts

doctor and patient alike

with yet another

commercial message And

replacing it with what

people are actively looking for: compelling, authentic stories that create real meaning and provide real value

In the American Express OPEN Forum that means

products For Merck it means self-screeners, personal planning tools and deep content designed to help people living with chronic disease stick with treatment and lifestyle change Or, said another way: Be more loyal customers

CONTENT ISN’T KING, IT’S THE KINGDOM

OUR FIRST QUESTION TO ANSWER

IS ONE OF THE BIGGEST: HMDIS

CONTENT ISN’T KING,

IT’S THE KINGDOM

When people first go online looking for healthcare answers, they have one big question: How Much Does It Suck (HMDIS)? They want to know what to expect, what side effects might be possible, how much will it cost, and when they might actually start to feel better

They’ll return later with much more personal questions to understand if how they’re feeling is normal or if there isn’t something more they could be doing The healthcare brands that are making the deepest connections are delivering three kinds of content to support them along their very personal journeys:

Information: What happens if

you don’t take your medicine,

facts about how the drug

works in your body, about

what life on therapy will be

like

Inspiration: Disease makes

people feel isolated and alone Bring them inspiration from people who are dealing with the same decisions and disease

Innovation: Curate and

create apps, experiences, and products that enable more empowered patients and physicians + better living with diseases

CONTENT ISN’T KING,

IT’S THE KINGDOM

DATA DRIVEN CONTENT MARKETING DELIVERS RESULTS:

Content marketing earns 54% more leads than traditional marketing and costs 13% less per lead

Hubspot survey of 3,300 business leaders and marketers around the world

—2013 DDCM 54% more

effective

Cost 13%

less

54% 13%

IN SHORT

A surprising number of brands are trying to carve out a new space One that puts them firmly in the back seat

HUMBLE

BRANDS

“Even very successful brands leverage their humble beginnings by using a narrative of their history to

help build brand biographies Tech giants Apple,

Microsoft, and HP each proclaim that they were

started in a garage In doing so, managers hope to construct a brand image that can leverage their

underdog status for competitive advantage.”

—Consumer Research, Georgetown University

KNOW YOUR BRANDED PLACE

After a decade of marketers vying to create the next Big Lifestyle Brand that fans would not only buy, but make part of their own identities and lives, we’re seeing a shift

to a less assuming approach More and more brands are turning the attention away from themselves, letting the customer be the story and simply pointing to their small part in it

Top Brand

Overall, consumers were more

likely to choose the underdog

brand (71%) than the

top-dog brand (29%)

—Georgetow n Institute for Consumer Research

FIRST, THROW AWAY THE LOGO

This spring will mark the end of Abercrombie and Fitch’s traditional logo-focused apparel line in the US Teens who once sought brand names have shifted to fast fashion that is cheaper and unmarked, from retailers like Forever 21 and H&M (Hennes & Mauritz) They want to put together their own individual styles, not emblazon themselves with a brand

It’s not just teens Brands ranging from Louis Vuitton to Michael Kors to Coach have started to limit logo’ed merchandise Once considered among their most must-have items, products bearing logos have been broadly relegated to the discount bin

HUMBLE

BRANDS

Abercrombie & Fitch is dropping

its logo from their apparel to meet

a shift in unmarked retail goods

BE PART OF SOMETHING BIGGER

Who’s behind the largest public hygiene campaign in the world? It’s Unilever And their ultimate ambition is

to reach 1 billion people At the center of the effort is the Lifebuoy soap brand Unilever focuses the brand’s humble efforts on reducing the number of children who die from diarrhea and pneumonia They do it by telling stories about families, not about brands

UNILEVER,

“HELP A CHILD REACH 5”

Unilever has built the largest public hygiene program in the world and delivered real health impact—reducing diarrhea by 25%, reducing respiratory infections by 15%, and increasing school attendance by 40%

HUMBLE

BRANDS

Unilever “Help A Child Reach 5”

youtube.com/watch?v=UF7oU_YSbBQ