ten trends that will shape the 2017 digital landscape
TRANSCRIPT
10/26/16
1
TenTrendsthatwillShapethe2017DigitalLandscape
PaulTenHaken |@paultenhakenPresident,ClickRain
AllcontentinthisdocumentiscopyrightmaterialofClickRain,Inc.2016andmaynotbereusedwithoutpermission.
10/26/16
2
StateOfDigital
10/26/16
3
10/26/16
4
• 95%ofrespondentsinaTrustYou surveyreadreviewsbeforebooking(Tnooz,2015)
• 4in5TripAdvisoruserswill“usually”or“always”referencereviewsbeforedecidingonanattractiontovisit,especiallyGenerationX(74%)(TripAdvisor,2015)
• Thereare200newusercontributionstoTripAdvisor everyminute(TripAdvisor, 2015)
TrustBasedMarketing
Source:AccentureInteractiveCMOStudy
10/26/16
5
So,WhereAreWeHeaded?
TenTrendsthatwillShapethe2017DigitalLandscape
10/26/16
6
EmailShouldStillBeYourBFF
1
10/26/16
7
10/26/16
8
10/26/16
9
KeyTakeaway
Segment,customize,getcreative,andfallinlovewithemailagain.
DataAnalysisIsMoreThanGoogleAnalytics
2
10/26/16
10
10/26/16
11
Predictivemarketingisthepracticeofextractinginformationfromexistingcustomerdatasetstodetermineapatternandpredict
futureoutcomesandtrends.
“
“
Source:Everstring 2015
10/26/16
12
ToolsYouNeedToKnow
LookalikeAudiences
10/26/16
13
CaseStudy:
KeyTakeaway
Assigndatatosomeoneinyourorganization.
10/26/16
14
VideoisNotOptional
3
78%ofpeoplewatchvideosonlineeveryweek.
(MWP,2015)
10/26/16
15
YouTubereachesmore18-49yearoldsthananycablenetworkintheU.S.
(YouTube,2015)
DigitalvideoadrevenueintheUSreached$7.8billionin2015,up55%from2014.
(Livestream)
10/26/16
16
70%ofGenZs watchatleasttwohoursofYouTubeperday.
(Upfront Analytics,2015)
10/26/16
17
10/26/16
18
KeyTakeaway
Short-form,target-adaptablevideocontentisthemostimportantpartofyourdigitalstrategy.
ContentPersonalization
4
10/26/16
19
74%ofonlineconsumersgetfrustratedwithwebsiteswhencontentappearsthathasnothingto
dowiththeirinterests.
“
“
- Janrain
10/26/16
20
Source:2016DigitalMarketerSurvey
ThePersonalizationSpectrum
10/26/16
21
10/26/16
22
KeyTakeaway
Peoplewanttobetreatedasindividuals,notasa“targetmarket.”Talktothemassuch.
TheMobileOpportunity
5
10/26/16
23
10/26/16
24
Mobilebookingsintravelhavegrownby1700%between2011and2015,movingfrom
1%to18%ofonlinerevenues.
“
“
(FredericGonzalo,2016)
10/26/16
25
KeyTakeaway
Ensureamobilefirststrategywithallofyourdigitalefforts.Duh.
MarketingAutomation:TheNewNormal
6
10/26/16
26
Simplystated,itistheprocessofautomatingvariousmarketingtasks.
10/26/16
27
Automatedemailsgenerate:
0.5%higheropenrates152%higherclick-throughrates75%ofemailrevenue
Sources:EpsilonEmailInstituteandDMA,2015
10/26/16
28
Platforms
KeyTakeawayBeginexperimentingwithbasicautomationprocessesand/orplatforms,evenifthatissimpleauto-responders.
10/26/16
29
GettingRealAboutApps
7
10/26/16
30
10/26/16
31
KeyTakeaway
Developanappifandonlyifitmakessense.
AdBlockingWillForceCreativity
8
10/26/16
32
10/26/16
33
10/26/16
34
KeyTakeawayCreateadvertisingthatdoesn'tfeellikeadvertising.Makethingsfun,engaging,compelling….inshort,createcontentpeoplewanttoparticipatein.
10/26/16
35
TheGrowthofVirtual/AugmentedReality
9
10/26/16
36
10/26/16
37
• Trybeforeyoubuy(orbook)
• Creatingexperiences
• Creatingmarketingopportunitiesw/inaugmentedreality
Benefits?
10/26/16
38
KeyTakeaway
Startexperimenting.
MarketingSpecialization
10
10/26/16
39
Generalizationà Specialization
• ManageandbuildvariousABMdatabasesandcampaigns,includingresponsivedesigntemplates,calls-to-action,andmetrics.
• Segmentlistsbasedonbehaviorslikepastemailengagementandwebsiteinteractions(contentdownloads,sitepagevisits,etc.).
• Measureresultsandoptimize thenurturetracksforthesesegmentstoincreaseleadconversion.• Workwiththeheadofmarketingandotherteammemberstodevelopdigitalstrategiestointegratecampaignsintosocialmediaconversationacrossallchannels.
• Buildandmanagearichcontent/editorialcalendarthatattractsaqualifiedaudiencetoourownedproperties(includingblogposts,whitepapers,reports,webinars,infographics,etc.).
• Grownewmarketing-qualifiedleadsbyconvertingsitetrafficthroughcalls-to-action,landingpages,andoffers.• Optimizeourmarketingautomationandleadnurturingprocessesthroughemail,content,andsocialchannels.• Establishclosed-loopanalytics inpartnershipwithSalestounderstandhowourin-andout-boundmarketingactivityturnsintoclients.
• Understandandleverageallaspectsofdigitalmarketingincluding:socialmedia,SEM,SEO,displayads,aswellasofflinedataforcampaignoptimizationwhilealsodevelopingtheappropriatereportstotrackandimprovesuccessmetrics.
10/26/16
40
KeyTakeaway
KeyTakeawayMarketingwillcontinuetobealesstacticalandmorestrategicdepartmentforyourorganization.Specializedpositions/partnerswillcontinuetobecriticalforsuccess.
10/26/16
41
TenTrendsthatwillShapethe2017DigitalLandscape
PaulTenHaken |@paultenhakenPresident,ClickRain
AllcontentinthisdocumentiscopyrightmaterialofClickRain,Inc.2016andmaynotbereusedwithoutpermission.