Here at ion, we believe the future is ours and in keeping with our values, we invite you to watch our 2018 trends webinar - “Top 2018 Trends and Predictions” recorded on January 24. This hour-long session highlighted three critical trends in content marketing that you need to act on PLUS perspectives from our experts in customer engagement, product marketing, sales, and content strategy. Are you ready for 2018?

1. T R E N D S

2. Tweet Us
@ioninteractive
#ionwebinar

3. Jay Ojea
Senior Product Specialist
Stephanie Mansueto
Content Strategist in
Creative Services
Presenters
Audrey Ross
Director of Customer
Engagement
Missi Carmen
Director of Marketing
Asa Hochhauser
Director of Sales

4. Topics
Content Strategy for
Interactive Content
1
Personalization Impact on
Prospect & Customer
Engagement2
Interactive Design Trends
3

5. Content Strategy
for Interactive Content

6. Trend:
Wide adoption of documented
content marketing strategy in
2017. Here at ion, we believe
the starting point of a
successful strategy begins with
identifying the goals and
lifecycle of the content piece.
Stephanie Mansueto
Content Strategist in Creative Services

7. Term: Lifecycle
Before starting down the path
of interactive content,
document the lifecycle of a
single piece of content: where it
will live, who will interact with it,
what success looks like and
when it will be retired.
Stephanie Mansueto
Content Strategist in Creative Services

8. Trend:
New content flooded every
industry and with it, created
challenges for marketers fighting
to capture customer attention.
With this influx of content, many
businesses experienced
consumer fatigue.
Audrey Ross
Director of Customer Engagement

9. Prediction:
The content lifecycle will rise.
2018 will see marketers marry
the static with interactive
content from conception, to
creation, distribution, and
measurement.
Stephanie Mansueto
Content Strategist in Creative Services

10. Tip: Testing
• Customer Funnel: prospects
vs. existing vs. both
• Content Placement: website,
device, app, email, landing page
• Defined Actions: click, scroll,
hover, reveal, slide, submit
• Experience Type: quiz, eBook,
white paper, configurator
Stephanie Mansueto
Content Strategist in Creative Services

11. Prediction:
Interactive content will be used
as a tool woven throughout the
conversion funnel to drive
results in the discovery,
consideration and decision
stages.
Audrey Ross
Director of Customer Engagement

12. Tip: Interactive
Content by Stage
• Awareness: quizzes,
assessments, calculators,
infographics
• Consideration: ebooks, white
papers, configurators, solution
finders, calculators
• Decision: solution planners,
calculators, configurators
Audrey Ross
Director of Customer Engagement

13. Personalization
Impact on Prospect & Customer
Engagement Strategies

14. Trend:
“Only (45%) agree that marketers
are getting personalization right.
…the proportion satisfied with
the level of personalization in
their own organizations is low at
30%…”
2017 Researchscape International
Missi Carmen
Director of Marketing

15. Trend:
Two-thirds (67%) respondents
approach personalization with
rule-based targeting to
segments versus the more
advanced algorithmic 1-to-1
approach (13%), with 20%
using both.
2017 Researchscape International
Missi Carmen
Director of Marketing

16. Trend:
60% of marketers struggle to
personalize content in real-
time, yet 77% believe real-time
personalization is crucial to
capturing prospects during
micro-moments.
Adobe Campaign
Real-Time Marketing Insights Study
Asa Hochhauser
Director of Sales

17. Prediction 1:
2018 will demand that
personalization use collected
data interwoven into dynamic
and engaging content
throughout each stage in the
customer lifecycle.
Missi Carmen
Director of Marketing

18. Prediction 2:
2018 will see an increase in
Build Your Own Solution.
For example, Solution Builders
for Bars, Shoes, Grocery Lists,
Meals, Plans (B2B).
Missi Carmen
Director of Marketing

19. Prediction:
To succeed, to achieve prospect
engagement, Sales Teams will
require the combined use of
interactive content and
automation solutions to create a
true personalization strategy
that supports each stage of the
funnel.
Asa Hochhauser
Director of Sales

20. Prediction 1:
Increase in demand for data
collection and click activity,
from interactive content. Result
= tracked user behaviors and
actions will be optimized to
improve prospect and customer
experience.
Audrey Ross
Director of Customer Engagement

21. Prediction 2:
Logic and scoring tactics will
be required within interactive
content to help the content feel
more dynamic and personalized
to the user.
Audrey Ross
Director of Customer Engagement

22. Interactive Design
Trends for 2018

23. Trend:
In 2017, website and landing
page design focused on clean
and usable experiences. We
saw a shift towards more
standardized framework.
Jay Ojea
Senior Product Specialist

24. Trend:
2017 saw a heavy usage of
responsive design which
improved device load but not
necessarily the messaging.
Not a good thing.
Stephanie Mansueto
Content Strategist in Creative Services

25. Tip: Get With It
Responsive design won't fix your
content problem.
Don’t fall into the trap of moving to
responsive to make a mobile
website without first dealing with
your content problem.
Stephanie Mansueto
Content Strategist in Creative Services

26. Prediction:
Increased focus on simplifying
designs for usability.
Jay Ojea
Senior Product Specialist

27. Prediction:
In 2018, we will see an
increased focus on creating
personalized experiences that
solve user pain points rather
than being flashy or radically
different than competitors.
Stephanie Mansueto
Content Strategist in Creative Services

28. Live Chat!
Questions? Comments?
What are your thoughts?
@ioninteractive
#ionwebinar

29. T R E N D S