Let iContact content strategist, John W. Hayes, amp up your marketing in 2016. In this presentation, you will learn the email marketing and automation strategies you will need to get ahead in a mobile world.

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With 20 years of online marketing experience, John Hayes
works with iContact as a marketing strategist and
contributing author.
John is the author of four books; he is a popular speaker at
events where he demonstrates how organizations of all
sizes can maximize their potential from email, social media,
and content marketing-led strategies.
PRESENTED BY
John W. Hayes
Content Strategist
@John_W_Hayes
jhayes@icontact.com

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Marketing in 2016 — Agenda
During this webinar, you will learn:
• Leading-edge strategies for success with mobile
• How to build reputation and drive demand using platforms like
Periscope
• How to target messages and audiences using Marketing Automation
• How technology disrupts the marketplace — in a good way
• Why marketing best practices are important
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Predictions for 2016
In 2016, Marketing will be:
• Mobile
• Personal
• Immediate
• Smarter
• Disruptive
• Noisier
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Email Still Rules in 2016
Email Marketing is Still the King of ROI
• 44:1 ROI
• Built on permission
• Retention vs. acquisition
• Enhanced by social, mobile
& automation
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Email Still Rules in 2016
Best Practices Never Go Out of Fashion
• Content must be engaging, relevant, and timely
• Testing increases effectiveness
• Keep your lists clean & drive growth
• Keep one eye on the future
• Don’t throw the baby out with the bath water
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MOBILE MARKETING
IN 2016
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Mobile Changes Everything
The Future is Here — and it’s MOBILE
• Mobile frees email & social from constraints
• Mobile makes marketing more personal
• Mobile devices engage subscribers 365/24/7
• Now is a good time to send: mobile operates
on a 24/7 schedule
• Mobile: your #1 priority in 2016
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Mobile Changes Everything — The Stats
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of emails are
first opened on
a mobile device.
Nearly 2/3 of
Americans own
smartphones
In 2016, there will be
162.7M tablet users in the U.S.

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Mobile Changes Everything — The Stats
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Time spent on MOBILE (51%)… Time spent on DESKTOPS (42%)

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Mobile Changes Everything — The Stats
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of US smartphone users check their
phones within 15 minutes of rising
check their phones within 15
minutes of going to bed

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Mobile Changes Everything — The Stats
Mobile Is Rapidly Evolving
• Wearables
• Periscope/Meerkat
• Apps continue to disrupt once seemingly
impenetrable markets (Uber)
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Mobile Changes Everything
Your Mobile 2016 Checklist
Check your email templates (Litmus)
Check your web design
Optimize your subject lines (testing)
Optimize your body text, images & CTAs (testing)
Optimize your send times (testing)
Engage via email and social
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Mobile Changes Everything
If you do just one thing today, do
this.
Check your current email templates and landing pages
across multiple mobile devices and ask…
• Do they work?
• Do they look good?
• Will they drive conversions in the mobile
environment?
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CONTENT MARKETING
IN 2016
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Content Marketing
What IS Content Marketing?
• There is nothing new about Content Marketing
• Content is not king, it’s a foot soldier
• Content provides a solid foundation for entire marketing strategy
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Content Marketing
Content Marketing Will:
• Engage your target audience
• Fuel your social media & email
marketing strategies
• Build brand, generate leads &
engage more
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Content Marketing
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The
Spokes
of
Content
Marketing

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Content Marketing
The Holy Trinity of Content Marketing*
• Your organizational blog
• Your email marketing campaigns
• Your social media strategy
*All optimized for the mobile environment
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Content Marketing
Content Marketing Challenges
• No time
• Fear
• No ideas/lack of imagination
• Lack of presentation skills
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Content Marketing — The Stats
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of marketers
publish new
content daily
or multiple times
per week
of marketers
find creating
engaging
content
challenging
of marketers
will increase
their content
marketing
budget this
year
of marketers
say brand
awareness
is the most
important
content
marketing goal
of B2B
marketers use
LinkedIn to
share content

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Content Marketing
Your Content Marketing Checklist
Perform a content marketing audit
Set objectives
Launch initial channels (blog, email and social media and then
build)
Stop talking, start doing!
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Content Marketing
Content Marketing Inspiration
• Red Bull Stratos
• The Ice Bucket Challenge (ALS)
• Star Wars?!
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Content Marketing
If you do just one MORE thing
today…
Ask a client what makes business life difficult and
write and share a blog post outlining solutions.
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MARKETING AUTOMATION
IN 2016
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Marketing Automation
It’s Time for Marketing Automation
• A Smart(er) way of marketing
• Builds a more personal & cohesive strategy
• Combines the power of email, social, content,
CRM and data
• Delivers the right message at the right time to
the right person
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Marketing Automation
Marketing Automation used to be…
• Expensive
• Resource heavy
• Only available to organizations with large
marketing budgets
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Marketing Automation
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Nurtured leads produce a 20%
increase in sales opportunities
Marketing automation increases
B2B sales pipeline contributions
by an average of 10%
Today…

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Marketing Automation
Today…
drives a 14.5% increase
in sales productivity
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a 12.2% reduction in
marketing overhead
75% of companies using
marketing automation see
ROI in just 12 months

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Marketing Automation
Three Marketing Automation Opportunities in
2016
• Workflow Automation
• Lead Scoring
• CRM Integration
Learn more at www.iContact.com/Pro, explore iContact Pro for free.
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Marketing Automation
WARNING:
Marketing Automation is not a silver bullet!
MA will target the right people at the right time.
Taking time to study your subscriber data will make you smart(er).
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Marketing Automation
If you do just one LAST thing
today…
Stop thinking about campaigns as stand-alone items,
and plan a simple series of email sends based on
engagement.
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M A R K E T I N G I N 2 0 1 6
D I S R U P T
O R B E
D I S R U P T E D
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