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Digital
Marketing
Trends
for 2018
Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google GetYour Business Online
Today’s Expert
Learn more at www.BJCBranding.com
Email Marketing
Online Review
Marketing
Website Design
& Landing Pages
3
Digital Marketing for 2018
4
•Digital Marketing Overview
The Digital Marketing Experience…
5
•1. Digital marketing – you have to be there
How do I know which to use?
Time: How much time can you devote to it?
Resources: What personnel and skills do you have?
Knowledge: Do you need to train on it or train your staff?
Your audience: Where does your audience spend their time?
6
1. Marketing Personalization
2. Content Marketing
3. Video Marketing
4. Mobile Marketing
5. Customer Reviews
Digital MarketingTrends for 2018
7
Marketing Personalization
8
•3.Targeting + Segmentation = Personalization
How we receive
marketing messages
How many messages
we receive
Approximately
marketing impressions
per person, per day
264
CustomerThink.com
NOISE!!
9
•3.Targeting + Segmentation = Personalization
56%
of consumers are more
likely to shop with a
good personalized
experience.
Brandanew.com
40%
of consumers buy
more from retailers
who personalize.
MyBuys
76%
of consumers will share
personal information for
a better experience.
Digital Marketing Association
Likes
Beet
JuiceLike Orange Juice
Like Lemonade
10
•Segmentation +Targeting = Personalization
Like Lime-Aid
11
Targeted automation can be easy
IdentifyYourTarget Audience: Buyer Persona
Create a Buyer Persona
Give him/her a name
Demographics
Geographics
Psychographics
Use a photo
DIG DOWN…
Sample Buyer Persona
Meet Mary
• 72 years old
• Female
• Lives inTampa, FL
• Retired Secretary
• Has 5 Grandchildren
• Enjoys knitting, arts & crafts,
and visiting local museums
• Buys online & via catalog
• Loves Humor
Sample Buyer Persona
Meet John
• 45 years old
• Male
• Lives in Brooklyn, NY
• High School EnglishTeacher
• Has 2 children
• Enjoys languages, creative
writing & NPR
• Reads many reviews before
shopping
15
•3.Targeting + Segmentation = Personalization
So go ahead…ask them…
 Demographics
 Interests
 Buying/giving behavior
 Event attendance
 Communication behavior
 Device Usage
16
•3.Targeting + Segmentation = Personalization
…and then use that information.
Email list segmentation
Autoresponders
Social media promotions
Personalized offers
17
Content Marketing
18
•2. Content marketing is more important than ever
What is Content Marketing?
Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.
Content Marketing Institute
19
•2. Content marketing is more important than ever
Why focus on content marketing?
72%
of marketers say relevant
content is the most
effective SEO tactic.
MarketingProfs, 2016
82%
of consumers feel more positive
about a company after seeing
custom content.
Ion Interactive, 2016
20
•Where is the trendy place to publish?
78%
say a company’s
social media posts
influence their
purchases
73%
are likely to buy
from a brand that
responds on social
media
Impact of Social Media
84%
of social media
users share to
show their support
for a cause
Visual Content Matters!
Source: www.adweek.com 23
Images drive your message home.
90% of information processed by the brain is visual content
Emotional
© 2016 Constant Contact, Inc
What makes content shareable?
Engaging VisualUseful
Engaging Post Categories
● Quotes
● Tips
● Greetings
● Top Lists
● Motivations
● Interesting Facts
● Contests
● Polls
Content FactsThatWill SurpriseYou…
Content FactsThatWill SurpriseYou…
Content FactsThatWill SurpriseYou…
ExpertTip…
Check out
www.GetPromoRepublic.com
30
•Video Marketing
31
Videos add value…
and it doesn’t have to go viral.
•82% of all
internet traffic
will be video
by 2021
• - Cisco
32
•3.Targeting + Segmentation = Personalization
88%
more time is spent on a
website with video, on
average.
MistMedia
85%
of Facebook videos
are watched without
sound.
TechSmith
300%
more inbound links are
created for blog posts
with video.
Moz
33
Using the word “video” in your
email subject line will encourage:
19%
more opens
65%
more website
visitors
26%
fewer
unsubscribes
34
Video marketing is platform-specific
timeless (evergreen) videos
shareable time-sensitive videos
short attention-grabbing videos
35
 Doesn’t require editing or
scripting
 Builds authenticity for
your brand
 Increases visibility via
automatic notifications
36
•Mobile Marketing
37
•4. Mobile (experience and advertising)
75%
of Americans bring
their smartphone to
the bathroom
11Mark, 2016
of internet users own a
mobile smartphone
80% +
HashMeta, 2016
Customers use
their smartphone
to shop
4 out of 5
Business2Community, 2016
38
•4. Mobile (experience and advertising)
Mobile has changed our behavior
It’s how people read your
messages and posts, and
how they find you & make
purchase decisions.
39
Living in Micro-Moments
75% of the time
or more from mobile
Searches that happen
88% of “near me”
searches happen
from mobile
40
 Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
41
 Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
Enter your
business
information
Press “Scan
Now”
www.CanTheyFindMe.com
42
 Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
Press “Scan
Now”
Click here to schedule a
review call with our
team
www.CanTheyFindMe.com
Email BreaksThroughThe Noise (Better)
“If you don’t already know, email is still the most effective tactic for
marketers. It’s far from being outdated.”
- Neil Patel
NewYorkTimes Best SellingAuthor & ForbesTop 10 Marketer
People Read It
88% regularly
check email on their
smartphones
91% of people
check their email daily
45
•4. Mobile (experience and advertising)
30% unsubscribe80% delete
When email doesn’t look good on mobile
Email has to work on mobile devices
46
•4. Mobile (experience and advertising)
Avoid these mistakes...
Too much
text
Multiple
columns
Tiny
fonts
Large off-screen
image sizes
Hidden
calls to action
47
• 5. Beyond Big Data – make decisions
Customer Reviews
48
Effects of Reviews on Customers
Customers likely to spend 31%
more with 4-5 star reviews
18% average uplift in revenue
72% say that positive reviews
make them trust a business
The Positive Effect of
Good Reviews
86% will hesitate to buy if they
see negative reviews
Every 1-star decrease on Yelp
means 5-9% decrease in sales
54% pay more attention to
negative reviews
The Negative Effect of
Bad Reviews
49
3 WaysTo GrowYour Reviews
Option 1: Verbal Ask
• Barely any follow through
• Too many steps involved
Option 2: Direct Link
• Several links to include in an email
• Reviewers must have an account for certain sites
• Too many options can cause overwhelm and confusion
Option 3: Review Service Engine
• Solicit via email, SMS, or direct link
• Catch & quarantine negative feedback before it goes public
• Respond to reviews from one place
50
Manage Feedback & Leverage Reviews
You Ask for a Review
A Good or Bad Review
Comes In
You Manage Feedback & Leverage Reviews
- Resolve Negative Reviews
- Promote Positive Reviews
You Ask for a Review
51
ExpertTip…
Best Results and Least Work:
Use a Tool Like MyReviewDashboard.com
• Proactively solicit reviews
• Easily manage review requests
• Respond to reviews in one dashboard
• Get alerts & detailed review metrics
• Quarantine negative reviews before they become public
• Look professional
52
Online Reviews onYourWebsite
81% of consumers will visit your website to decide if they want to buy from you. - AdWeek
53
Online Reviews InYour Emails
54
• Let’s Summarize
55
Marketing
Personalization
• Targeted messages drive
engagement.
• Build your Buyer
Persona ASAP!
Content
Marketing
• Valuable content
drives action.
• Don’t forget visual
content matters!
Video
Marketing
• Videos are not the
same on all platforms.
• Use video in email
marketing.
56
Mobile
Marketing
• Keep emails mobile-
friendly
• Be aware of how you show
up in local search results
Customer
Reviews
• Your star ratings matter!
• Use a tool like
MyReviewDashboard to
grow your reviews!
Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google GetYour Business Online
ThankYou
Learn more at www.BJCBranding.com
Email Marketing
Online Review
Marketing
Website Design
& Landing Pages

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5 Digital Marketing Trends for 2018

  • 2. Bryan J Caplan Master Certified Email Expert, Constant Contact National Speaker, Google GetYour Business Online Today’s Expert Learn more at www.BJCBranding.com Email Marketing Online Review Marketing Website Design & Landing Pages
  • 4. 4 •Digital Marketing Overview The Digital Marketing Experience…
  • 5. 5 •1. Digital marketing – you have to be there How do I know which to use? Time: How much time can you devote to it? Resources: What personnel and skills do you have? Knowledge: Do you need to train on it or train your staff? Your audience: Where does your audience spend their time?
  • 6. 6 1. Marketing Personalization 2. Content Marketing 3. Video Marketing 4. Mobile Marketing 5. Customer Reviews Digital MarketingTrends for 2018
  • 8. 8 •3.Targeting + Segmentation = Personalization How we receive marketing messages How many messages we receive Approximately marketing impressions per person, per day 264 CustomerThink.com NOISE!!
  • 9. 9 •3.Targeting + Segmentation = Personalization 56% of consumers are more likely to shop with a good personalized experience. Brandanew.com 40% of consumers buy more from retailers who personalize. MyBuys 76% of consumers will share personal information for a better experience. Digital Marketing Association
  • 10. Likes Beet JuiceLike Orange Juice Like Lemonade 10 •Segmentation +Targeting = Personalization Like Lime-Aid
  • 12. IdentifyYourTarget Audience: Buyer Persona Create a Buyer Persona Give him/her a name Demographics Geographics Psychographics Use a photo DIG DOWN…
  • 13. Sample Buyer Persona Meet Mary • 72 years old • Female • Lives inTampa, FL • Retired Secretary • Has 5 Grandchildren • Enjoys knitting, arts & crafts, and visiting local museums • Buys online & via catalog • Loves Humor
  • 14. Sample Buyer Persona Meet John • 45 years old • Male • Lives in Brooklyn, NY • High School EnglishTeacher • Has 2 children • Enjoys languages, creative writing & NPR • Reads many reviews before shopping
  • 15. 15 •3.Targeting + Segmentation = Personalization So go ahead…ask them…  Demographics  Interests  Buying/giving behavior  Event attendance  Communication behavior  Device Usage
  • 16. 16 •3.Targeting + Segmentation = Personalization …and then use that information. Email list segmentation Autoresponders Social media promotions Personalized offers
  • 18. 18 •2. Content marketing is more important than ever What is Content Marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Content Marketing Institute
  • 19. 19 •2. Content marketing is more important than ever Why focus on content marketing? 72% of marketers say relevant content is the most effective SEO tactic. MarketingProfs, 2016 82% of consumers feel more positive about a company after seeing custom content. Ion Interactive, 2016
  • 20. 20 •Where is the trendy place to publish?
  • 21. 78% say a company’s social media posts influence their purchases 73% are likely to buy from a brand that responds on social media Impact of Social Media 84% of social media users share to show their support for a cause
  • 23. Source: www.adweek.com 23 Images drive your message home. 90% of information processed by the brain is visual content
  • 24. Emotional © 2016 Constant Contact, Inc What makes content shareable? Engaging VisualUseful
  • 25. Engaging Post Categories ● Quotes ● Tips ● Greetings ● Top Lists ● Motivations ● Interesting Facts ● Contests ● Polls
  • 31. 31 Videos add value… and it doesn’t have to go viral. •82% of all internet traffic will be video by 2021 • - Cisco
  • 32. 32 •3.Targeting + Segmentation = Personalization 88% more time is spent on a website with video, on average. MistMedia 85% of Facebook videos are watched without sound. TechSmith 300% more inbound links are created for blog posts with video. Moz
  • 33. 33 Using the word “video” in your email subject line will encourage: 19% more opens 65% more website visitors 26% fewer unsubscribes
  • 34. 34 Video marketing is platform-specific timeless (evergreen) videos shareable time-sensitive videos short attention-grabbing videos
  • 35. 35  Doesn’t require editing or scripting  Builds authenticity for your brand  Increases visibility via automatic notifications
  • 37. 37 •4. Mobile (experience and advertising) 75% of Americans bring their smartphone to the bathroom 11Mark, 2016 of internet users own a mobile smartphone 80% + HashMeta, 2016 Customers use their smartphone to shop 4 out of 5 Business2Community, 2016
  • 38. 38 •4. Mobile (experience and advertising) Mobile has changed our behavior It’s how people read your messages and posts, and how they find you & make purchase decisions.
  • 39. 39 Living in Micro-Moments 75% of the time or more from mobile Searches that happen 88% of “near me” searches happen from mobile
  • 40. 40  Check how you appear when people search on mobile: www.CanTheyFindMe.com
  • 41. 41  Check how you appear when people search on mobile: www.CanTheyFindMe.com Enter your business information Press “Scan Now” www.CanTheyFindMe.com
  • 42. 42  Check how you appear when people search on mobile: www.CanTheyFindMe.com Press “Scan Now” Click here to schedule a review call with our team www.CanTheyFindMe.com
  • 43. Email BreaksThroughThe Noise (Better) “If you don’t already know, email is still the most effective tactic for marketers. It’s far from being outdated.” - Neil Patel NewYorkTimes Best SellingAuthor & ForbesTop 10 Marketer
  • 44. People Read It 88% regularly check email on their smartphones 91% of people check their email daily
  • 45. 45 •4. Mobile (experience and advertising) 30% unsubscribe80% delete When email doesn’t look good on mobile Email has to work on mobile devices
  • 46. 46 •4. Mobile (experience and advertising) Avoid these mistakes... Too much text Multiple columns Tiny fonts Large off-screen image sizes Hidden calls to action
  • 47. 47 • 5. Beyond Big Data – make decisions Customer Reviews
  • 48. 48 Effects of Reviews on Customers Customers likely to spend 31% more with 4-5 star reviews 18% average uplift in revenue 72% say that positive reviews make them trust a business The Positive Effect of Good Reviews 86% will hesitate to buy if they see negative reviews Every 1-star decrease on Yelp means 5-9% decrease in sales 54% pay more attention to negative reviews The Negative Effect of Bad Reviews
  • 49. 49 3 WaysTo GrowYour Reviews Option 1: Verbal Ask • Barely any follow through • Too many steps involved Option 2: Direct Link • Several links to include in an email • Reviewers must have an account for certain sites • Too many options can cause overwhelm and confusion Option 3: Review Service Engine • Solicit via email, SMS, or direct link • Catch & quarantine negative feedback before it goes public • Respond to reviews from one place
  • 50. 50 Manage Feedback & Leverage Reviews You Ask for a Review A Good or Bad Review Comes In You Manage Feedback & Leverage Reviews - Resolve Negative Reviews - Promote Positive Reviews You Ask for a Review
  • 51. 51 ExpertTip… Best Results and Least Work: Use a Tool Like MyReviewDashboard.com • Proactively solicit reviews • Easily manage review requests • Respond to reviews in one dashboard • Get alerts & detailed review metrics • Quarantine negative reviews before they become public • Look professional
  • 52. 52 Online Reviews onYourWebsite 81% of consumers will visit your website to decide if they want to buy from you. - AdWeek
  • 55. 55 Marketing Personalization • Targeted messages drive engagement. • Build your Buyer Persona ASAP! Content Marketing • Valuable content drives action. • Don’t forget visual content matters! Video Marketing • Videos are not the same on all platforms. • Use video in email marketing.
  • 56. 56 Mobile Marketing • Keep emails mobile- friendly • Be aware of how you show up in local search results Customer Reviews • Your star ratings matter! • Use a tool like MyReviewDashboard to grow your reviews!
  • 57. Bryan J Caplan Master Certified Email Expert, Constant Contact National Speaker, Google GetYour Business Online ThankYou Learn more at www.BJCBranding.com Email Marketing Online Review Marketing Website Design & Landing Pages