Digital Marketing Priorities 2015 Brought to you by: 5 “Must Have” Items For Your 2016 Plan – what the experts are saying Jeff Ente Founder Who’s Blogging What There’s no shortage of predictions and advice for 2016, here are 5 items that consistently surface as the key issues for digital marketers in 2016 <Insert a headshot pic>
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Digital Marketing Priorities 2015Brought to you by:
5 “Must Have” Items For Your 2016 Plan – what the experts are saying
Jeff EnteFounderWho’s Blogging What
There’s no shortage of predictions and advice for 2016, here are 5 items that consistently surface as the key issues for digital marketers in 2016
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Agenda Everyone needs their own digital marketing plan for 2016
but here are some key items that should be on everyone’s list --- and executed correctly for a productive year
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About me
Jeff Ente is the founder of Who’s Blogging What, a weekly curated newsletter for digital marketers. Its goal is to provide the actionable information that digital marketers need.
Yes, you are welcome to subscribe for free at www.WhosBloggingWhat.com
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2015
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Heading into 2016 Google is still THE search engine, but search
itself has diversified to Amazon, Pinterest, Facebook…
People are spending too much time on their phones, which is our problem, not theirs
Video and images are what attracts attention Twitter and other platforms need to prove that
there is a reason to ever leave Facebook
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Drivers of Social Growth
Google+ has pioneered the research of benefits that a network can still offer in Facebook’s world
Messaging(FB Messenger, Snapchat)
Collections(Pinterest)
Interest based communities
(Reddit)
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The “must have” items for 2016 Facebook advertising
Q3'14 Q4'14 Q1'15 Q2'15 Q3'150
200
400
600
800
1,000
1,200
1,400
1,600
TwitterFacebook
Monthly Average Users (Millions)
Source: Q3 2015 Earnings Reports
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The “must have” items for 2016 Facebook advertising
This is 75% of the total US population 18+
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The “must have” items for 2016 Facebook advertising
Everyone is on Facebook, and organic reach is in single digits
Targeting is constantly improving, including remarketing
Instagram is being integrated Lead Gen ads might solve the mobile
responsiveness problem
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The “must have” items for 2016 Mobile responsiveness
“In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
May 5, 2015
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The “must have” items for 2016 Mobile responsiveness
Reaching someone via mobile isn’t difficult, getting them to respond is
Mobile is a state of mind Good design includes asking for less Help the mobile browsers; use elements
like type=‘email’ and type=‘tel’ Tag your respondents as mobile-likely
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The “must have” items for 2016 Remarketing
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The “must have” items for 2016 Remarketing
Remember how frustrating it used to be when users would browse but not convert?
Remarketing improves efficiency by targeting prospects who have already indicated interest
Facebook Custom Audiences, Twitter Tailored Audiences, AdWords Customer Match
Email, phone number, mobile device ID and tracking pixel options
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The “must have” items for 2016 Content Marketing
88% of B2B marketers say that they are using content marketing…
Upsell/Cross Sell
Customer Retention
Brand Awareness
Lead Gen
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
…to accomplish a number of important objectives
85%
84%
74%
58%
Source: Marketing Charts/Content Marketing Institute
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The “must have” items for 2016 Content Marketing
Brands are now responsible for creating their own media
Images, video and audio (podcasts) are the way to get shared; text gets discovered
Understand your customer’s needs and interests; produce it in words that convey value
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The “must have” items for 2016 Semantic web
Source: US Patent 7,987,176 B2
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The “must have” items for 2016 Semantic web
Don’t try to out-think Google; try to think and speak in the natural terms that your market seeks
What questions did your existing customers have? Anticipate natural language queries and synonyms RankBrain means that queries as well as pages will
be semantically parsed Find structured data ‘vocabulary’ that will explain
your content via schema.org
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The “must have” items for 2016 Honorable Mention:
Programatic advertising. A rapidly growing slice of digital advertising that can be efficient if correctly targeted
More commerce transacted off site as Google, Facebook, Pinterest and Twitter all work on their ‘Buy buttons’
Analytics of the ‘full funnel’ as touch points are tracked across multiple sources
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Vote – Facebook Advertising
What is your experience so far with Facebook advertising?
We use it and are happy with the results We use it but haven’t reached our goals yet We tried it but put it on hold or abandoned it We haven’t tried it yet
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Vote – Content Marketing
How are your content marketing efforts going to change in 2016?
We plan to ramp up our efforts across the board We plan to focus on video We’re expanding our podcasting We’re happy where we are right now We’re scaling back in favor of other areas We don’t have a significant content marketing program
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Vote – Buy Buttons
Which “Buy Button” could have the highest potential for your ecommerce?
Facebook Google Twitter Pinterest All of the above None of the above
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Summary – questions please! Social media is now
‘pay to play’, sorry Your customers and
prospects are on their phones
Stalking is in We’re all publishers Act naturally, but
add structure for semantic search
Keep up all year:www.WhosBloggingWhat.com
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