Weitere ähnliche Inhalte Ähnlich wie Top 8 Digital Marketing Trends of 2015 - SEMpdx - April 2015 - f (20) Kürzlich hochgeladen (20) Top 8 Digital Marketing Trends of 2015 - SEMpdx - April 2015 - f1. All Rights Reserved © Ethology, Inc. 1@MikeCorak @SEMpdx @Ethology #DigitalLove15
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ENHANCED!
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ENHANCED HOW!?
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+
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PLEASE ASSEMBLE
YOUR LASERS NOW
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Mike Corak,
Been to New York like 20 times
Executive Vice President,
Strategy | ethology
Jay Baer,
New York Times Best-
Selling Author & President |
Convince & Convert
(Original) Speakers
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“Sorry you’re
missing #beer &
#lasers @JayBear
- Love @SEMpdx”
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Agenda
Trend-O-Mania
Love ‘em or Leave ‘em
Digital Love: Top 8 Trends For 2015
Thanks!
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Release & Warm-Up
I, (insert your name), swear
that I will not burn anyone’s
eyes out with my laser
I Accept These Small Print Terms of Laser Usage
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Trend-O-Mania
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Most Popular Themes (What’s Your Top?)
Mobile
Social Evolution
More Effective Content Marketing
Internet of Things
Big Data
Programmatic
Cross-channel & Omni-channel
Integration
User Centered Everything
SEO is (Not) Dead
Strategic Planning
Marketing Automation
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Mobile
Big Data
Strategic Planning
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LET’S PREVENT THIS FROM BECOMING A TREND
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Mobile
Mobile is not a trend, it’s the norm. Deficiencies require catch-up (fast).
“By 2015,
mobile will
represent
70% of the
total US
search
audience”
emarketer
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Google Even Cares About Mobile Beyond Ad $!
“Starting April 21, we will be expanding our use of
mobile-friendliness as a ranking signal. This
change will affect mobile searches in all
languages worldwide and will have a significant
impact in our search results. Consequently, users
will find it easier to get relevant, high quality
search results that are optimized for their
devices.”
‘s
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Strategic Planning
What were you doing before if you weren’t planning?
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These Are Important But Also Not Trends
Internet of Things
Programmatic Buying
Marketing Automation
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Themes That Deserve Your Attention
Social Evolution
More Effective Content Marketing
User Centered Everything
Cross-channel & Omni-channel Integration
SEO is (Not) Dead
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Top 8 Digital Trends We Love for 2015
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1. Customer Experience is the Next Big Thing
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•Accenture 2013 Global Consumer Pulse Survey: “85% of customers are frustrated by dealing with
a company that does not make it easy to do business with them. 58% are frustrated with
inconsistent experiences from channel to channel.”
•CMO Council and SAP 2014 – Mastering Adaptive Customer Engagements (Responsive):
“Marketers believe that customer centricity – and the customer’s belief that they are engaged with
a customer-centric organization – is critical not just to the business, but also to the individual
marketer’s success”
•Gartner 2014 – Gartner Survey: “89% of companies surveyed plan to compete primarily on the
basis of the customer experience by 2016, 65% of companies have the equivalent of a chief
customer officer – they report equally to the CMO and CEO.”
•Gartner 2014 – Spend Survey: “#1 innovation project for 2015 is customer experience”
•Gartner 2014 – CMO Club Survey: “CMOs say leading customer experience cross-functionally at
all touch points is the top investment over the next 2 years.”
•IBM 2013 – Customer-activated Enterprise: “39% of outperformers have developed a fully-
integrated digital-physical customer strategy.”
•McKinsey 2014 – Digital Tipping Point: “Of the six digital trends we asked about, executives
expect the largest share of their digital growth in the coming years will be from digital customer
engagement.
•Oracle 2013 – Global Insights: “93% say that improving customer experience is one of the top
three priorities for the next two years. 97% state customer experience is critical to future success.”
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Google Even Cares About Mobile Friendly Sites!(?)
“Starting April 21, we will be expanding our use of
mobile-friendliness as a ranking signal. This
change will affect mobile searches in all
languages worldwide and will have a significant
impact in our search results. Consequently, users
will find it easier to get relevant, high quality
search results that are optimized for their
devices.”
‘s
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Google cares about
the user’s
experience, not just
mobile friendly
sites.
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Content Strategy
+
User Design
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2. Content Quality Over Quantity
Long-tail keyword blog post
Long-tail keyword blog post
Long-tail keyword blog post
Long-tail keyword blog post
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What’s the Most Effective Content Medium?
Website Articles
Videos
Email Newsletters
Mobile Apps
Webinars
Blogs
Illustrations/Photos
In-person Events
Social Content (not Blogs)
Online Presentations
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Brands Have a Content Problem ...
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… And It’s Only Getting Worse
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Where most companies are at:
Piles of non-performing content.
What do they do?
Create more.
Why?
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Before you create one more piece of
content, you need to deal with your
R.O.T. content.
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Redundant: Duplicate content, over wordy,
too many clicks and/or steps.
Outdated: Expired offers, out-of-date content
and materials, broken links/images.
Trivial: Not relevant for the brand, no value
for the visitor, missing content or context
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Redundant
2013 2015
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Outdated
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Trivial
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3. Cooperative Content Takes Center Stage
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“Advertising from companies is
trusted 47% of the time.”
- Nielsen
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“Friends and family are trusted
92% of the time”
- Nielsen
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“Company experts are trusted
66% of the time.”
- Edelman
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“50% of B2B marketers struggle
to create content consistently”
- Content Marketing Institute
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“44% of B2C marketers struggle
to create content consistently”
- Content Marketing Institute
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Cooperative Content =
Topical plan +
User generated content (UGC) +
Employee generated content (EGC)
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Beggin Strips…mmmmmm
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4. Video Becomes De-facto
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Video consumption is continuing
to skyrocket, powered by
smartphones and always-on LTE
and “all you can eat” data plans.
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“52% of senior business
executives watch work-related
YouTube videos at least weekly.”
- Forbes
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“Video on Facebook grew by
more than 50% from May-July,
2014.”
- Facebook
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“More than one billion videos are
watched on Facebook each day.”
- Facebook
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Instagram is the fastest-growing
“major” social network, and may
have more users than Twitter.
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Twitter is rolling out 30-second
video right now, to grab a piece
of the video content pie.
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And What About These!
I’ve Tried
Them
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Johnny Don’t Read.
Find a way to tell your story with video.
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5. Paid Social as Important as Organic
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Free Lunch is Over.
Most social platforms are public companies,
meaning they are legally responsible for their
success, not yours.
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History Will Repeat Itself.
Organic reach on Pinterest and Instagram will
be eroded too, because Facebook has
proven it will work.
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6. Owned Social Comes Roaring Back
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7. Search Teams Up
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SEO Philosophy: Search in its Simplest Form
Research
Measuring
Performance
Tactical
Execution
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SEO Philosophy: Search was…
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Measuring
Performance
Tactical
Execution
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SEO Philosophy: Search is…
• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which feeds content
strategy
• Search
• Content planning
• Site hierarchy
• Social posting
• Display messaging
• Email messaging
• Local messaging
• PPC AdGroups
• Content focused media (Native)
• Standard KPIs
(real world)
• Thematic performance
(segmentation, attribution)
Research
Measuring
Performance
Tactical
Execution
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Modern SEO
Ingredients:
• 1 Part technical consultation
• 1 Part thematic prioritization
• 1 Part content strategy
• 1 Part user experience
• An overpowering amount of
integration & coordinated execution
across channels
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Laser Break: Tattoo Removal #SaveTheBieb!
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Nice Work Guys, We (Almost) Did It!
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8. Local Gets it Right
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Digital Market Share
For most local searches, 3-7
Google My Business results
appear in the SERP plus Yelp, YP
& others in Natural Organic
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Yet This Is What We Still See
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Essential Listings
Aggregators
Secondary Listings
Social Integration
Local
Search
Platforms
Syndication
Tactical
Integration
Owned
Paid Search Integration
Location Page / SEO Integration
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Top 8 Digital Trends We Love for 2015
1. Customer Experience is the Next Big Thing
2. Content Quality Over Quantity
3. Cooperative Content Takes Center Stage
4. Video Becomes De-facto
5. Paid Social Becomes as Important as Organic Social
6. Owned Social Comes Roaring Back
7. Search Teams Up
8. Local Gets it Right
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Discussion: Where’s Your Biggest Opportunity?
Customer Experience
Content Quality (v. Quantity)
Cooperative Content
Video Becomes De-facto
Paid Social
Owned Social
Search Teams Up
Local Gets it Right8
7
6
5
4
3
2
1
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Questions
CX
Content
Video
Paid Social
Local
Owned
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Thank You, Cheers!
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Noteworthy Sources
http://www.clickz.com/clickz/column/2390743/the-5-trends-that-really-matter-for-marketers-
in-2015
http://www.freshconsulting.com/top-uiux-trends-2015/
http://www.toprankblog.com/2014/05/digital-marketing-2015/
http://www.emarketer.com/Webinar/Key-Digital-Trends15-Things-Know-2015/4000098
http://www.slideshare.net/dannysullivan/the-changing-landscape-of-search
http://www.clickz.com/clickz/news/2386939/digital-marketing-trends-to-watch-out-for-in-
2015
http://moz.com/blog/10-predictions-for-the-marketing-world-in-2015
http://www.business2community.com/seo/seo-best-practices-trends-2015-01142021