Anzeige
Anzeige

Más contenido relacionado

Presentaciones para ti(19)

Anzeige
Anzeige

2021 Business and Digital Marketing Trends

  1. MilestoneInternet.com | +1 408-200-2211 Be everywhere your customers are 2021 Business and Digital Marketing Trends December 2020
  2. Confidential 2 Your Speakers Erik Newton VP of Marketing Milestone Inc Benu Aggarwal Founder and President Milestone Inc
  3. Agenda 1. Macroeconomic trends 2. Digital transformation 3. Digital experience 4. Speed 5. Mobile 6. Security and availability 7. Entity 8. Local 9. Culture 10. Video 11. Corporate character
  4. Confidential 4 About Milestone CMS Schemas AMP FAQ Manager & Voice Search Local & Reviews Insights Analytics Milestone Presence Cloud Design & UI Content Marketing SEO Paid Media Local Analytics & BI Omnichannel Services We help you organize and amplify your digital information to reach the right audience Hospitality • Restaurants • Retail • Finance • Automotive • Healthcare • Technology
  5. Confidential 5 1. The World Economy Will Grow Again • From stimulus • From recovery • Pent-up demand to travel and shop and be entertained and have weddings • US GDP • Q2 down 33% • Q3 up 31% • Q4 up 4% • Overall expected down 3.5% for 2020 • 2021 predicted to be up 4.4%
  6. Confidential 7 Paid Search Conversions Rebound with Holiday Promotions • We saw paid search conversion return to 90% of pre-COVID levels • Packages and holiday promotions help drive conversions
  7. Confidential 8 2. Digital Transformation Accelerates Digitize Automate Personalize
  8. Confidential 9 What Does Digital Transformation Look Like? • CDs to MP3s • Paper documents to images • Open houses to online house shopping • Car test driving to car delivery • Menus to QR codes • Photographs to jpegs . . . in-person conferences to virtual conferences • Scrapbooks to social feeds • Tellers to ATMs to online banking • Classrooms to distance learning • Offices to remote working • Metal carts to digital carts • Your signature to e-signature
  9. Digitization enables automation Why Digitization Is So Important . . . and personalization
  10. Confidential 11 3. Digital Customer Experience Is King • 61% of marketing departments have pivoted resources toward improving customer-facing digital interfaces and • 56% are changing their business models to focus on digital opportunities, according to the The Creative Group, a Robert Half Company • 35% of prepared CMOs said they were completely changing the customer experience in reaction to the pandemic • Customer journey • Touchpoints, UX/UI • Engagement • Consistent messaging
  11. Local Searches Have the Most Purchase Intent by Far • Rise of local intent • Local search intent in 53% of 2 trillion searches • 80% of people feel more committed to help community and local businesses • 81% of small business searches are unbranded queries • Crucial to engaging with consumer at the local level – Post, FAQ, Social Media • Reviews are becoming a strong trust factor • Voice search does surface information from GMB, Bing, Yelp https://player.vimeo.com/video/481497881
  12. Confidential 13 Increase Awareness: Identify and enhance under- performing content around relevant keywords MORE CONVERSIONS Increase Engagement: Optimize under-performing content around the right search intent to bring more visitors Increase Conversions: Refine experience and content of traffic driving pages to maximize conversions Full funnel analytics – measure effectivel y Reach Act Convert Engage • Journey touchpoints will get harder to connect without 3rd party cookies • Attribution will get more challenging • Omnichannel thinking and tracking more important • Connecting online and offline • Better dashboards and full funnel data analysis are needed to make right decision Omnichannel Perspective Needed to Make Good Marketing Decisions
  13. Confidential 14 Online – Offline Attribution Analysis Organic Paid Local Direct Social 1200 700 800 716 844 Online Offline Journey Users Leads Sales
  14. Confidential 15 4. Speed Is Critical • Google’s best practice is to have a speed index under 3 seconds. Where does your site fall? • https://www.machmetrics.com/speed-blog/average-page-load- times-for-2020/ • https://www.nngroup.com/articles/the-need-for-speed/ • CPUs are 40X faster than 7 years ago • Bandwidth is 4X faster than 7 years ago • Mobile web pages were 2X SLOWER in 2019 • A 10% decrease in bounce and conversion is the same as 10% more new visitors
  15. https://player.vimeo.com/video/481496721 Core Vitals for Your Online Presence https://web.dev/vitals/
  16. Confidential 17 5. Mobile-First Becomes Mobile-Only • If mobile exists, desktop content is now ignored for indexing • Mobile experience is often overlooked by managers working on computers or laptops • Make sure your team uses your mobile site on lesser phones and weaker coverage regularly • Optimize your mobile experience
  17. Confidential 18 6. Security, Connectivity, Reliability & Availability Required to Maintain Customer Relationships Connecting with your customers through various online channels Cloud Infrastructure HTTPs, SSO, ISO Real-time dashboards
  18. Confidential 19 7. Entity Is the Way to Ensure Consistent Presence Across All Your Channels BERT Conversational Schemas FAQs Newer Entities • Special announcement • Online events • Temporary hours • Cleaning protocols • FAQs • HowTos https://player.vimeo.com/video/481492550
  19. Confidential 20 8. Organic Will Be More Local-Savvy and Local-Weighted New Local Features and Content in 2020 1. Temporary closure 2. Special messaging 3. Secondary hours of operation 4. Prominent attributes 5. Virtual services 6. Google Shopping free for all merchants 7. Health and safety attributes 8. Support and fundraising for SMBs 9. Updates to make travel safer
  20. Confidential 21 GMB Drives Local – Only 4% of Businesses Have Perfect Local Citations • UNAP vs profile completeness • 30+ fields to optimize 11 5 1 4 12 6 2 7 8 3 13 9 14 10 15 Enhanced information across all local channels
  21. Speed, Alignment, and Digital Enablement 9. Prioritization & Collaboration “If you want to go quickly, go alone. If you want to go far, go together.”
  22. Confidential 23 10. Video Consumption Will Strengthen Further Mobile share will exceed 60% in most B2C industries by Fall 2021, so mobile+video Netflix will surpass cable subscriptions in 2021 Video, Visual, Voice: V3 Saturate the SERP, Potential 85/15 Invest in your YouTube channel
  23. Confidential 24 11. Corporate Character and Authenticity Will Matter More • What 72M Millennials think will matter more • Companies that do the right thing will acquire and retain customers better
  24. Confidential 25 Special Offer, Brand New Customer Experience Benchmark • Download our new Core Vitals Benchmark research report https://go.milestoneinternet.com/core-vitals-benchmark If you want to discuss any of these trends, contact your CSM or sales@milestoneineternet.com
  25. Sign Up for a 2021 Readiness Audit First 30 attendees* to register will get a complimentary review and recovery recommendations • Technical SEO • Schema • Speed • Local • Core Vitals * Available to first 30 to respond, not available to agencies, consultants, or individuals https://www.milestoneinternet.com/resources/request-audit
  26. Key Takeaways 1. Be hopeful and prepared, growth is on the way 2. Actively accelerate your digital transformation 3. Understand and track customer journey and touchpoints 4. Optimize the digital experience, speed, UX, UI 5. Place compelling CTAs at all touchpoints 6. Build a better dashboard to capture omnichannel results 7. Plan to improve mobile and increase video 8. Upskill your people 9. Partner with vendors that innovate and keep you ahead
  27. +1 408-200-2211 MilestoneInternet.com Silicon Valley | Bangalore | Ahmedabad Thank You
Anzeige