Marketing predictions, dynamic A/B tests & 1,875 martech cos

Trends

"Predictions are useless, but predicting is invaluable." Scott Galloway with several important digital predictions for the next decade including:

  1. Facebook is winning the war on serving relevant advertising based on identity and as such will continue taking market capitalisation from Google

  2. The biggest media story in 2016 will be that Facebook is disrupting YouTube

  3. Uber is ups + FedEx + US Post + GM + amazon.com and it will hit $1 trillion in market capitalisation in five years

  4. All pureplay ecommerce businesses will either be acquired, open stores or go out of business

  5. Wall-Mart will begin taking share from Amazon due to the omnichannel

  6. The biggest innovation in branded advertising in the next 5-10 years will be native video advertising in social streams

  7. Google Plus is dead, Tumbler is dying and Pinterest and Twitter will be acquired in the next five to ten years

  8. The company in social that will have the greatest increase in value in the next two years is LinkedIn.

"In other words, the ultimate result is that there will be no advertising, not advertising of the kind that believed in investing large amounts of money to transform attitudes and behavior. Instead there will be more process and efficiency, the stuff that technology is good at, but that undermines the uniqueness of media and hence its value." Michael Wolff argues that digital media is hollowing out agency creative.


Channels

Potentially in an effort to continue fueling their new fast-growing YouTube competitor video product, Facebook has announced changes to its video algorithm. The changes will, surprise, drive an increase in video views.

Remarketing is increasingly being viewed as a critical compenent to any marketing strategy. An ex-Googler breaks down the basics of remarketing with Google Analytics

Harvard Business Review breaks down the difference between content marketing and native advertising.


Customer obsessed

"There’s not a CMO or CEO on the planet who strives to deliver bad customer experience. Of course, customers do have bad experiences. And, some firms deliver these negative outcomes with persistent regularity." Forbes on why customer experience is the new currency of power.

Tradition can often be the enemy of effective needs based design. In a great example of redesigning a tool based on needs, Alex Couch redesigns piano sheet music. By taken cues from information design he greatly simplifies the painful process of learning to read sheet music - taken from someone who's gone through it!

Simple design, customer-focussed user journeys and engaging micro-copy are some of the trends in 10 of the finest ecommerce sites.

Neuroscience is growingly being applied in marketing. Everyone from Campbell Soup to Facebook are trying to read customer's minds.

We all have mental models we use as a lense in order to process how the world works. Smashing Magazine shows us how to map a customer's mental models in order to design products that fit with people's world view.


Data-driven

Personalisation algorithms increasingly influence our behaviour however current recommendation systems are far from perfect. Techcrunch explores the main reasons personalisation remains broken. Reasons given are the data limitations, computing power, conflicting interests, action gaps and lacking content.

ConversionXL list out 11 things that usually work in A/B tests.

Using dynamic programming to design and implement A/B tests. Not for the feint-hearted but very interesting for you stats geeks.

Owned and earned channels are a powerful tool for marketers to validate campaign ideas. Learn to validate your next campaign ideas with landing pages.


Design

Modern UI/UX patterns for SaaS applications include - horizontal nav, three-column layouts, contextual forms and a right-hand info sidebar.

Still on trends with future web design trends. Trends include gestures as the new clicks, simpler interfaces, retina grade images and increasing animation.


Campaigns

"New Balance is planning an advertising blitz that’s twice as big as any in its 109-year history, taking aim directly at Nike Inc." The new global campaign, Always in Beta launched last week.

Remember the Old Spice ads? Well, Old Spice is back, interactive and loader than ever.


Technology

According to ChiefMarTec, in 2015 there are 1,875 marketing technology companies, up from 947 last year. This is testimount of the evolution of martech and indeed marketing. In order to thrive marketing departments need to increasingly identify technology opportunities and have systematic approaches to integration new vendors into their exisiting stack.

Marketo releases a white paper on selling marketing automation to the c-suite.

Less than a fifth of IT decision-makers have fully automated customer information authentication. As CRM and loyalty programs become increasing important to marketers it's critical that their data infrastructure get a complete overhaul.


Retail

Just like Starbucks in the GFC, many aspirational retail brands are in crisis because they opened too many outlet stores.


Tool of the week

Lexer helps you enrich customer data to power omni channel experiences. It's pretty scary what these guys can tell you based on an email or simple Tweet.