010 - Marketing Industry Trends for 2016 - a podcast by Ian Jacob and Craig Bailey

Welcome to Episode 10 of HubShots!

Recorded: Tuesday 08 December 2015

For show notes please visit:
http://hubshots.com/episode-10/

Welcome

Our first podcast recording in the same location (usually it is all via Skype)

Shot 1: Inbound Thought of the Week

Inbound lives on because we are getting emails notifying us of new Inbound talks that were recorded at the conference being made available on the site.
eg: Don't Feed the Racists: Merredith Branscombe: http://www.inbound.com/blog/merredith-branscombe-bold-talks

Shot 2: HubSpot feature/tip of the Week

Understand how HubSpot buckets together traffic in the sources report: http://knowledge.hubspot.com/articles/KCS_Article/Reports/How-does-HubSpot-categorize-visits-contacts-and-customers-in-the-Sources-Report#detailed_rules

e.g. be careful when setting the ute parameters from paid search e.g. if you use banner or cpm (instead of cpc or ppc) as the medium they will get bucketed into Other instead of Paid Search

Shot 3: Challenge of the Week

Setting up for this recording

Shot 4: Opinion of the Week

We look at the trends highlighted from three main industry leaders:

1: http://www.forbes.com/sites/jenniferrooney/2015/11/20/the-five-marketing-trends-cmos-can-no-longer-ignore-in-2016
Jim Lecinski, VP Americas Customer Solutions at Google, curated a list of the five top trends he is seeing from his vantage point, trends that will strengthen next year and beyond.

More on IoT but kinda vague:

https://www.salesforce.com/blog/2014/03/internet-of-things-marketing-impact.html
http://www.marketo.com/assets/uploads/The-Marketing-Power-of-The-Internet-of-Things.jpg
http://www.salesforce.com/au/crm/internet-of-things/

Remember Growth Driven Design: http://hubshots.com/episode-1/

2: Interesting predictions: http://news.microsoft.com/features/from-ai-and-data-science-to-cryptography-microsoft-researchers-offer-16-predictions-for-16/

Lili Cheng
Distinguished Engineer & General Manager, Microsoft Research NExT
@lilich

How would you complete this sentence: 2016 will be the year that…
"'More kids’ first jobs will be virtual rather than in a physical place. Over time, this will cause us to rethink the way we work, and the way we design our physical cities, neighborhoods and local communities."

Action items: Marketing managers need to be prepared to use remote resources in the future

http://marketingland.com/data-analytics-2016-industry-experts-weigh-153793
Justin Cutroni: Author, Analytics Evangelist at Google


HubSpot CRM is a very simple example of this - pulling in 3rd party data to enrich your own data.

Google Analytics can import offline data sets into analytics, but make sure the data is not personally identifiable: https://support.google.com/analytics/answer/2838984?hl=en&utm_id=ad

Look-alike audiences is another example of your own data being used with 3rd party data to provide access to more potential customers: https://www.facebook.com/business/help/164749007013531

Our own observations on 'trends':

1: Marketing managers are using personas and workflows more - they've known the concept for a while, but the trend is that they are now actually spending the time to craft and act on them.

2: Trend - marketing is acquiring or keeping a customer, not just leads - end to end visibility

3: The push for ROI trend

4: Finally, brace yourself for the ‘content marketing is dead’ trend eg: http://www.inc.com/yoav-vilner/content-marketing-is-dead-long-live-interactive-content-marketing.html

Shot 5: General Tip of the Week

Take away: think about what worked and how you can multiply that effect in 2016.

Shot 6: State of Inbound Item & Resource of the Week

Impress your boss: http://www.hubspot.com/marketing-statistics


Shot 7: Resource of the Week

Getting your marketing plan in place for 2016: http://blog.hubspot.com/marketing/content-marketing-plan

Further episodes of HubShots - The Unofficial Down Under HubSpot Podcast

Further podcasts by Ian Jacob and Craig Bailey

Website of Ian Jacob and Craig Bailey