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Top 22 Trends in Digital Marketing for 2017

Date post:16-Apr-2017
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  • BIG PICTURE

    ANALYTICS

  • DATA DRIVEN LIFECYCLE MARKETING OPTIMIZATIONEnhance the user journey and reduce user abandonment through timely, targeted interactions. Improve interactions with customers on different devices, focusing on a multi-step, multi-channel process. Combine 1st party data with analytics

    PresenterPresentation NotesTREND: Data driven Lifecycle marketing optimization Enhance the user journey and reduce user abandonment through timely, targeted interactions. Improve interactions with customers on different devices, focusing on a multi-step, multi-channel process. The importance of combining and leveraging 1st party data in analytics is critical to knowing your customers and creating the correct personas, in order to create the right messaging.Key to Success A smart lifecycle program is adaptive to user preferences and response. Buyers spend 25% of their time on mobile, which only taps 12% of ad budgets, meaning theres an estimated $21 billion untapped opportunity for brands to capitalize on.Recommended Tactic(s) Paid search Capture the attention of potential buyers conducting searches via their mobile devices. Gain specific insights into the activities by buyers that result in positive contribution to the bottom line (i.e. clicking ad and downloading an ebook).Display Advertising Target audiences with the right message based on where they are in the buyer journey. Leverage technology vendors within the Programmatic arena to combined 1st and 3rd party data.Developments:Expanded App Advertising Universal app campaign advertising is limited, but with the advancement of App indexing, users can see and engage with app related content in SERPs. With further development, businesses will be able to advertise in apps just like they advertise on content networks.Supporting Stats: Paid ad formats outnumber organic clicks by nearly a 2:1 ratio.Businesses make on average $3 in revenue for every $1.60 they spend on AdWords.

  • ACCOUNT BASED MARKETINGIdentifying and prioritizing your top-tier accounts. It becomes much easier to gain and analyze data by focusing solely on the accounts that you know want to buy from you and are a good fit for your provided offering. Becoming really targeted in the way you sell will aid in capturing predictive analytics and conversion rate optimization.

    PresenterPresentation NotesAccount based marketing Identifying and prioritizing your top-tier accounts. It becomes much easier to gain and analyze data by focusing solely on the accounts that you know want to buy from you and are a good fit for your provided offering. Becoming really targeted in the way you sell will aid in capturing predictive analytics and conversion rate optimization.Key to Success Determine which attributes can drive value and target these areas for conversion rate optimization. Recommended Tactic(s) Programmatic Marketing Sole focus is on outcome-based results by delivering the right ad, at the right time to the right person. With programmatic technology, companies can hone in on geolocations and target IP addresses originating from a target company/named account. Programmatic technology allows companies to identify target companies that are in market and most likely to buy and meet immediate lead goals. Basically, you win more micro-moments with your named accounts.Supporting Stats Industry experts predict programmatic s going to drive 100% of advertising trading execution by 2020.

  • MARKETING AUTOMATION ADOPTION IS GROWING

    80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase

    91% of the most successful users agree that marketing automation is very important to the overall success of their marketing across channels

    PresenterPresentation NotesMarketing Automation adoption is growing rapidly andorganizations arefinding it critical to their success- There are nearly 11 times more B2B organizations with marketing automation than there were in 2011. -www.emailmonday.com/marketing-automation-statistics-overview- 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. VB Insight- 91% of the most successful users agree that marketing automation is very important to the overall success of their marketing across channels. Marketo& Ascend2

  • MOBILE ADVERTISING AND CROSS-DEVICE OPTIMIZATION Mobile is outpacing desktop-based ad revenue. Mobile ad revenue grew by more than 66 percent, while desktop was up just 5 percent. Mobile devices account for 53% of paid-search clicks. By 2018, the global wearables market will reach $19 billion.

    PresenterPresentation NotesTREND: Mobile Marketing and cross-device optimization Mobile is outpacing desktop-based ad revenue. Mobile ad revenue grew by more than 66 percent, while desktop was up just 5 percent. Mobile devices account for 53% of paid-search clicks. By 2018, the global wearables market will reach $19 billion.Key to Success Create tailored experiences for a range of devices and personas using adaptive design. Brands will need to address content on wearables to align with how much time buyers will spend on them. Also realize, mobile ad blocking is increasing, so shorter ads are better.Recommended Tactic(s) Native Video Ads A form of soft promotional content that is used to drive more audiences and mitigate ad blocking. They provide a seamless engaging brand experience for the target buyer. Native video ads are played in-feed, as opposed to links to videos hosted on other sites. They appear part of a sites flowing content, so if a user is scrolling through a social feed or article, the ad becomes part of that experience.Supporting Stats Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.According to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days.Mobile Push Notifications Users are less receptive to an ad that takes over their watch screen. Timely push notifications take into account a users location, time of day, proximity to someone or something or triggered by an activity.Supporting Stats:At present, 52% of users enable push messaging on their mobile devices.

  • CUSTOMER DATA PLATFORMS AND PREDICTIVE ANALYTICS

    More automated grading based algorithms will emerge to address the new economics of data: processing and analyzing data at greater volumes and frequency to uncover new business insights and opportunities.

    Companies will be more effective at targeting their addressable market by predicting new buyers that can convert and convert well.

    PresenterPresentation NotesTREND: Customer data platforms and predictive analytics More automated grading based algorithms will emerge to address the new economics of data: processing and analyzing data at greater volumes and frequency to uncover new business insights and opportunities. Companies will want to automate the complexity of analytics in order to cut through the clutter and focus on data that matters: predictive, descriptive and even prescriptive analytics. Shift focus from what happened and why it happened to what will happen, what is happening now and how your company can influence what happens next. Companies will be more effective at targeting their addressable market by predicting new buyers that can convert and convert well.Key to Success Most predictive solution vendors will essentially have the same data models and technology. The key to differentiation in 2017 is the size and richness of the dataset. Companies with the best underlying core dataset will rise to the top. Best data is customer provided data, not bought data (i.e. Dun & Bradstreet)Recommended Tactic(s) Social Analytics Social channels offer the greatest opportunities in the next coming months. As more users join social, thousands of data attributes are collected. The data can be used to identify new prospects, as well as uncover opportunities to cross sell.Acquisition Stats Collected data will help provide the measurement of your source traffic (i.e. referring domain or search key phrase), allowing for the assessment of visitors and measurement of conversion. Collected intelligence will help to identify, segment and prioritize prospects for improved display campaigns. Provides a better understanding of how a customer traversed channels to get to a conversion.Developments Algorithmic Discovery Proactive identification of segments based on the data collected. Tools pinpoint correlations, which will lead to important secondary metrics to monitor against primary KPIs.Optimizing for Segments Tools can proactively identify segments and can associate a unique individual within a bunch of independent sessions across channels. Capturing segment information with triggers on multiple channels will allow businesses to provide an omni-channel personalized experience.

  • CONTENT

  • MEASURING CONTENT ROI70% of B2B and B2C marketers plan to produce more content in 2016 than the previous year.

    But only 20% of marketers can measure the success of their content.

    PresenterPresentation NotesAccording toa study by CMI and Marketing Profsover 70% of B2B and B2C marketers plan to produce more content in 2016 than the previous year. But only 20% of marketers can measure the success of their content. Research shows upwards of60-70% of B2B contentgoes unused. In content marketing, more and better seem to be two divergent trends. Instead of creating more, brands will focus on creating better.Stepping up your analytics game will be huge for your upcoming marketing and sales year. In 2017, there will be a greater focus on measuring the value and success of your content efforts across key performance metrics that impact the business.

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