American Marketing Assocation 2021 Marketing Week - Clark Boyd Keynote

•Download as PPTX, PDF•

0 likes•201 views

The digital marketing world is changing so quickly that it can be difficult to keep up. But if we focus on the macro-level forces that are shaping the industry, we are much better prepared for the technological and economic disruptions that come our way. In this keynote speech, Clark Boyd starts with the broader forces at play, then sets three key digital marketing trends against this backdrop.

More Related Content

American Marketing Assocation 2021 Marketing Week - Clark Boyd Keynote

2. Hi! I’m Clark Boyd - Subject Matter Expert at the Digital Marketing Institute - Chief Strategy Officer at Cadeera - Course Leader at Cambridge University and Columbia University business schools - Former digital strategy lead for American Express, adidas, and General Motors - Sign up for my newsletter, if you like: https://hitech.substack.com/

3. Today ● The State of the Industry ● Trend 1: The Great Aggregation ● Trend 2: The Responsible Marketer ● Trend 3: The Human/Machine Team

4. Digital Marketing Trends PEST control

6. The Great Aggregation The Life of the (First) Party

7. Google Google MySpace No, it’s Google really

8. Google: “The more observable data, the better the model quality” https://digitalmarketinginstitute.com/blog/preparing-for-the-cookie-free-future-in-digital-marketing

9. Enhanced Conversions Offline Conversion Import Local Inventory Ads

10. Google: “We sent more traffic to the open web than ever before this year.” Multimodal search (text + images + video) will engage users within Google search results. Everything, from initial inspiration to purchase, can happen within the SERP. Google will ask users for more detail to disambiguate searches. It’s valuable data, but will retailers see it? MUM’s the Word. And the Image, and the Video

11. Expect the Expansion of Interest-Based Targeting

13. Google: Search, With A Dash of TikTok, Instagram, and Amazon https://hitech.substack.com/p/no-95-search-on

14. “Shoppertainment”: Bad Name, Big Trend TikTok and Instagram will unveil new marketing opportunities for the holiday season. Sales figures are impressive for livestream shopping, but will drop as the market reaches saturation point. Watch out for YouTube Shopping and Amazon will certainly get more involved soon, too.

15. The Responsible Marketer With great power, etc.

16. “Digital transformation is no longer a question of ‘if’ or ‘when’, but ‘how fast?’” Professor David Rogers Columbia University

17. Responsible for Results 80% of CEOs are looking to marketing to drive revenue growth. 9% of brands say they can accurately forecast the impact on ROI of a 10% shift in marketing spend. Source: McKinsey; Deloitte Marketers are responsible for performance, but they do not work in isolation.

19. “The Messy Middle” https://www.thinkwithgoogle.com/consumer-insights/navigating-purchase-behavior-and-decision-making/

20. Moving Towards True, Impact-Based Attribution A question for marketers to consider: If Google, Facebook, and Amazon all use their own, proprietary attribution models, how will you compare performance across these platforms?

21. ● 80% of consumers say they’d be more likely to purchase a product from an online store if its website had photos and videos from real customers ● Product returns are a $700bn problem for the retail industry Responsible for The Full Customer Journey Source: Stackla study

22. Responsible for Ethical Data Use Accenture: “Enterprises are recognizing that overly prescribed customization leaves the customer feeling out of control.” Personalization must be transparent, thoughtful, and delivered on the customer’s terms.

23. Responsible for Respecting Customers’ Wellbeing

24. Today’s Marketer is Responsible for… ● Delivering results (and reporting on them accurately) ● Understanding the customer ● Managing the end-to-end customer journey, from awareness to sale ● Reducing returns by increasing customer satisfaction ● Ethical data use But do marketers have access to levers they need to affect these outcomes? We are no longer optimizing at the fringes. Digital marketing must be a central business function to achieve its full potential.

25. Humans and Machines Together at last

27. AI: Highly Specialized Humans: Highly Specific

28. AI Can Predict Dementia From One Scan

29. But It Thinks This Bald Man’s Head is a Soccer Ball

30. AI Can Find Answers - If We Ask the Right Questions

31. And Capture The Right Data

32. In Summary: Three Key Trends Today The Great Aggregation The Responsible Marketer AI + EI

33. Thank you! What questions do you have?

American Marketing Assocation 2021 Marketing Week - Clark Boyd Keynote

Related slideshows

More Related Content

American Marketing Assocation 2021 Marketing Week - Clark Boyd Keynote