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
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TREND: 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 there’s 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.
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Account 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
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Marketing Automation adoption is growing rapidly and organizations are finding 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.
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TREND: 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 site’s 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 user’s 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.
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TREND: 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.
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According to a study by CMI and Marketing Profs over 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 of 60-70% of B2B content goes 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.
VIDEO92% of mobile video consumers share videos with otherslive video is emerging as a growing trend
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Video marketing is rising, not declining, so creating meaningful video and visual content that tells a story and delivers messages to audiences the way they want to receive them is a crucial piece to your 2017 marketing year. When 92% of mobile video consumers share videos with others, the impact of video is pretty clear. Live video is also a burgeoning trend that is increasing in popularity among users. HubSpot's State of Inbound 2016 report shows that 48% of companies surveyed were planning to add YouTube to their marketing efforts in the next 12 months, 39% were adding Facebook, and 33% planned to add Instagram. It’s hard to miss, but perhaps you might have – Snapchat has over 10 billion daily views on its video content. Let’s wait a moment for that number to sink in. This exceeds even YouTube, a website that is built on showcasing video content and straight double of their last year numbers. The domination of social media over video content as well has been an eye-opener for many companies and it’s only set to increase even further. Brands have evidence that video content is effective and over 76% of B2Bs use them to good effect. Expect this to dominate brand marketing strategies going forward.
NICHE CONTENT WILL SUCCEEDWith massive volumes of content being created daily it’s getting more and more expensive and time-consuming to create content.
Successful marketers will direct their focus towards narrower niches, personalized content, more targeted channels, where they’ll get lower volume but higher quality engagement.
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With massive volumes of content being created daily (2+ million blog posts per day), it’s getting more and more expensive and time-consuming to create content. It won’t be possible for smaller companies to compete on broader topics (which are getting saturated anyhow), and so people will direct their focus towards narrower niches, personalized content, more targeted channels, where they’ll get lower volume but higher quality engagement.
NATIVE ADVERTISING70% of customers would rather learn about new products and services through content than blatant advertising.
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70% of customers would rather learn about new products and services through content than blatant advertising. Native advertising is a seamless way to promote ads that aren't disruptive to users. Five years ago, enterprises were spending 80% on content creation and 20% on content promotion. This has now switched and companies are spending more time promoting the content they’ve created. Native advertising networks, third-parties and managed service providers will offer cost per engagement (CPE) post-click buying options. This is a must-have for content marketers.
MACHINE LEARNINGMachine learning will become part of optimization. Websites will continually optimize themselves for better conversions and usability.
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This goes together with ROI/measurement. It only takes one look at Scott Brinker’s mammoth marketing technology infographic to make any marketer hesitant of what technology to choose. This is not just a futuristic look at content anymore, artificial intelligence and machine learning are here right now, and we need to start paying attention. Machine learning will become part of optimization tools. Tools like Unbounce will make recommendations based on huge data sets and then let you make changes with a single click. Websites will continually optimize themselves for better conversions and usability.
SOCIAL
PAY TO PLAY IN SOCIALSocial feeds no longer show content in a chronological order making you nearly invisible unless you are willing to pay.
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Earning attention in a digital world was straightforward at first. You earned it by growing Likes on Facebook and followers on Twitter. But that has changed. Social feeds no longer show content in a chronological order – making you nearly invisible unless you are willing to pay.
SOCIAL & DIGITAL PERSONALIZATION RULESSend the right content at the right time to the right customer
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As tools have become smarter and people’s resistance to general advertising grows higher the need for personalized and relevant content and advertising delivery becomes more important. Digital marketing automation also can provide the data and the tools to send the right content at the right time to the right customer. Relevance is king for catching a distracted eye and online glance in a noisy world of data clutter.
EMPLOYEE SOCIAL ADVOCACYBrands have now started turning to employees as brand ambassadors to further their brand image
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If you are working for a company that considers itself “connected”, you might be encouraged to share business updates. This is because brands have now started turning to employees as brand ambassadors to further their brand image. In other words, using employee social advocacy programs has grown about 191% since 2013. What this has done is rather than increase social reach through scaling, it integrates elements (employees) that already have a connected audience. When you pull this off correctly, it can be much more effective at enticing engagement. Consider utilizing tools like Social Toaster to turn your team into a passionate group of social advocates.
SOCIAL PLATFORM CONSOLIDATIONExpect more consolidation.
Show logos of Facebook > WhatsApp, Instagram, Oculus RiftTwitter > Periscope. Microsoft > LinkedIn Google & Others > in talks to purchase Twitter.
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Any evolving industry moves from a Wild West frontier to a more centralized and concentrated group of players over time. In his book “Master Switch: The Rise and Fall of Information Empires” Tim Wu (a professor at Columbia University) reveals this pattern has been with us since the rise of the telephone in the 1800’s. Social media is no different. Facebook bought WhatsApp, Instagram and Oculus Rift. Twitter paid for Periscope. Google is in talks to purchase Twitter. And Microsoft just acquired LinkedIn for a lazy $27 billion.
SEO
SERP FEATURES ARE EVERYWHERESnippets, Local Packs, News, Images, Reviews, Ads, Articles and moreOnly 3% of search results display just the 10 blue links
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Moz tracks 16 SERP features (Snippets, Local Packs, News, Images, Reviews, Ads, Articles, etc..) Only around 3% of search results display just the 10 blue links, so its time to acknowledge the SERP real estate scene is changing and highly competitive. Knowing which terms and phrases have organic search results above the fold, and which terms trigger specific SERP features is important to prioritizing SEO efforts. Targeting snippets requires a new approach to KW research & content creation – consider the Who, What, Where, When, Why + How. “Who” usually triggers Knowledge Graph/Wikipedia “Who is the CEO of……” “Why” & “How” content are good starting points for targeting snippets “How do you cook….” Voice search is on the rise and also returns featured snippets (43%). Voice Featured Snippets start with “According to _____, a …..”
REVISIT YOUR PAGE TITLES & DESCRIPTIONSGoogle experimenting with character counts on titles and descriptions in some results. Regardless of length limit, continue to use main keywords at the beginning of titles/descriptions as a best practice to ensure KWs appear.
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Google experimenting with character counts on titles and descriptions in some results. Regardless of length limit, continue to use main keywords at the beginning of titles/descriptions as a best practice to ensure KWs appear. If description is under 100 chars, consider increasing to avoid the description from getting buried by longer limits
MOBILE SPEEDA 1 second delay in load time can result in 7% reduction in conversionsUse AMP to help solve speed problemsMedian load time for AMP pages is .7 seconds vs 22 seconds for non-AMP pages
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Mobile speed is growing in importance A 1 second delay in load time can result in 7% reduction in conversions AMP to help solve speed problems Median load time for AMP pages is .7 seconds vs 22 seconds for non-AMP pages Those speculating if AMP is here to stay - “Google now links to AMP pages in all its search results….” – Adam Greenberg, Search & Mobile Platforms @ Google
POSSUM UPDATEPhysical location is more important than everPossum Update changed 64% of local SERPsHas a more relaxed filter for companies outside city limit.
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Search Engine Land study shows Possum Update changed 64% of local SERPs Possum update has a more relaxed filter for companies outside city limit. (Company in Scottsdale can more easily rank for Phoenix terms) Google filtering on address and affiliation (think office park). Google will filter out multiple listings of lawyers, dentists, architects, etc sharing the same address. Adding suite # has been proven effective to help prevent location filtering. PHYSICAL LOCATION OF SEARCHER IS MORE IMPORTANT THAN EVER!!! Understand that results will vary within a city (Northside, Southside etc) Seeing a large fluctuations in search variations (“marketing agency phoenix” vs “phoenix marketing agency”) so consider having variation in geo-modified optimization.
ADVERTISING
PROGRAMMATIC MARKETINGFocus is on outcome-based results by delivering the right ad, at the right time to the right person. Win more micro-moments with your named accounts.Industry experts predict programmatic s going to drive 100% of advertising trading execution by 2020.”
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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.”
AD BLOCKINGAd blocking continues to rise, and its expected 15 million more Americans will implement ad blocking in 2017 and over 20% of mobile users globally.
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TREND: Ad Blocking – Ad blocking continues to rise, and its expected 15 million more Americans will implement ad blocking in 2017 and over 20% of mobile users globally. Key to Success – Create better ads, the industry is faced with the need overall to better inform rather than annoy users. And it is imperative page speed does slow down from advertising as users leave.
PAID SEARCH & DISPLAYCapture 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).
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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.
