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2019 Digital Marketing Trends Webinar

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In our Q1 2019 webinar we talked about the key trends that are shaping search, digital, voice, and omni channel marketing in 2019. This presentation was originally given by our President and Founder, Benu Aggarwal, as part of an annual “key trends” webinar tradition at Milestone Inc.

Topics discussed:
– How to align your digital strategy with changes in consumer behaviors
– The importance of content and consistent omni channel messaging
– The need for Entity search optimization
– The new role of Google in your digital world

Published in: Marketing
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2019 Digital Marketing Trends Webinar

  1. 1. we put you in front of your customer 2019DIGITALMARKETINGTRENDS Benu Aggarwal, Milestone President & Founder Walter Paliska, Milestone VP of Marketing
  2. 2. Confidentialwww.milestoneinternet.com | 1-408-200-2211 OURPANEL JakeBrennan BenuAggarwal WalterPaliska (Moderator) President & Founder VP of Marketing
  3. 3. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MILESTONE–DIGITALPRESENCEPLATFORM W E D R I V E O N L I N E R E V E N U E A N D L E A D S F O R L O C AT I O N - B A S E D B U S I N E S S Finance | Hospitality | Restaurants | Retail | Automotive | Healthcare Silicon Valley ● Chicago ● D.C. | 2,000+ customers | 500+ Awards Full Service Digital AgencyThe Presence Cloud Software for digital marketers Platform independent services CMS Local Reviews Insights AnalyticsSocial Design Content SEO & local Paid Marketing Social content marketing Analytics & consulting Schema Voice
  4. 4. Confidentialwww.milestoneinternet.com | 1-408-200-2211 TRUSTEDBYTOPBRANDSANDOVER500AWARDS
  5. 5. Walter Paliska VP of Marketing TRENDS THAT IMPACTED 2018 @MILESTONEMKTG
  6. 6. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSUMERBEHAVIORSARECHANGING QUESTIONS INSTEAD OF SEARCHES SHORTER ATTENTION SPANSSMALLER DEVICE SCREENSSCREEN-LESS DEVICES
  7. 7. Confidentialwww.milestoneinternet.com | 1-408-200-2211 HOWBIGWILLVOICESEARCHBE? 50% of search is expected to be voice-based by 2020 (ComScore, 2017) 30% of web browsing will be screen-less by 2020 (Gartner 2018) https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459 https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/ 60% of all Google searches are mobile (Google 2018)
  8. 8. BenuAggarwal President & Founder SETTING THE STAGE @MILESTONEMKTG
  9. 9. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ANEWWAYOFTHINKING MOVE FROM THINKING ABOUT CHANNELS TO ABOUT BEHAVIOR & SOLVING PROBLEMS
  10. 10. Confidentialwww.milestoneinternet.com | 1-408-200-2211 AMISOLVING PROBLEMSFORMY CUSTOMERS? WHAT ARE MY BUSINESS GOALS MY DESIRED OUTCOMES MY OMNICHANNEL STRATEGIES HOW DO TACTICS ALIGN WITH STRATEGIES
  11. 11. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG RACE:ALIGNINGSTRATEGIESANDTACTICS GOAL:GROWREVENUEBY10%BYACQUIRINGNEWCUSTOMERS Exploration Decision-making Purchase Advocacy CUSTOMERS IMPACT SAMPLE KPIs Grow brand awareness Consumer outreach & connection Convert to purchase Increase loyalty & promoters Unique visitors, Value per visit, Fans Leads, time on site, shares Sales, revenue, close rate Repeat purchase, satisfaction, NPS GOALS STRATEGY R E A C H A C T C ON V E RT E N GA GE AWARENESS CONSIDERATION ENGAGEMENT CONVERSION EXPERIENCE
  12. 12. Confidentialwww.milestoneinternet.com | 1-408-200-2211 WALKINGTHROUGHRACE:REACHGOAL GOAL: GROW REVENUE BY 10% BY ACQUIRING NEW CUSTOMERS @MILESTONEMKTG AUDIENCE (WHY AND HOW) LONG TAIL NON BRANDED SEARCH REMARKETING DISPLAY SEO FRIENDLY PLATFORM INFORMATIONAL CONTENT ACROSS ALL DEVICES RELEVANT AND AUTHORITATIVE P ARTNERS AMPLIFY WITH SOCIAL MEASURE, RINSE, REPEAT
  13. 13. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CREATEOMNICHANNELMARKETINGPLAN–ALIGNWITHBUSINESS GOALSANDAUDIENCE All channels, all devices WEBSITE EMAIL MARKETING REVIEWS OUTLETS SEO PAID ADVERTISING SOCIAL MEDIA LOCAL SEARCH PPC, DISPLAY, META
  14. 14. Confidentialwww.milestoneinternet.com | 1-408-200-2211 14 FOCUSONCREATINGPHENOMENALEXPERIENCES 2/6/19 SEARCH EXPERIENCE Enhancing search experience for customers. Consistent information, Structured Data, Entity Search, Voice Experience, Paid vs Organic Synergies vs Social Amplification USER EXPERIENCE Creating immersive and engaging customer experiences AMP, FAQs, Digital Assets, PWA, CRO CUSTOMER EXPERIENCE Engaging with customers to create meaningful interactions Personalization, Hyper-local cx, Online reviews and responding, Surveys
  15. 15. POLL QUESTION
  16. 16. Creating immersive and engaging customer experiences USER EXPERIENCE @MILESTONEMKTG
  17. 17. Confidentialwww.milestoneinternet.com | 1-408-200-2211 MILESTONE’SDIGITALPRESENCEMATURITYMODEL SOFTWARE TACTICS CMS to edit your site Local SEO, Consistent Information across all channels Easy to use CMS Social marketing Review management Basic reports Schema-friendly Platform Competitive intelligence Digital marketing analytics Predictive analytics FAQ management Voice-publishing Website, HTTPS Technical SEO Local optimization PPC Keyword optimization Content improvement Responsive site Speed Paid marketing Omnichannel Strategy Backlink strategy Schema Mobile-first design Leverage CDNs Retargeting FAQ content Voice search Segmented paid PAMP FOUNDATIONAL PROACTIVE PROGRESSIVE STRATEGIC AIM FOR A STRATEGIC POSITION
  18. 18. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONTENTALIGNWITHMICROMOMENT Research Explore Learn Buy I want to know I want to go I want to do I want to buy “What banks offer mortgage loans?” “Where is the nearest bank?” “How do I apply for a mortgage?” “Where can I meet a financial advisor?” Which cars get the best mileage? Where can I test drive cars near me? How do I get a car loan? Where can I buy car X?
  19. 19. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG YOURCONTENTHUBPOWERSALLCHANNELS WEBSITE & LOCAL PAGES BLOG SOCIAL MEDIA PAID VOICE & CHATBOT CONTENT HUB
  20. 20. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ALIGNDIGITALASSETSWITH CONTENTSTRATEGY FAQs wrapped in schemas
  21. 21. Confidentialwww.milestoneinternet.com | 1-408-200-2211 USEREXPERIENCE-BEMOBILEFIRSTANDTECHNICALLYSTRONG SPEED Crawlability, Indexability, Validations Low bonce rate & High engagement HTTPS AMP PWA RESPONSIVE DESIGN MOBILE-FIRST Schemas & Entities
  22. 22. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG USEREXPERIENCE-MOBILEFIRST,AMP&PWA MOBILE FIRST,APP-LIKE EXPERIENCE AMPTECHNOLOGY FOR SPEED & INTERACTIVITY PWAFOR NOTIFICATION & LOCALACCESS
  23. 23. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG USEREXPERIENCE-ENGAGINGANDINTERACTIVE
  24. 24. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG MAKEMICROMOMENTINTERACTIONSENGAGING
  25. 25. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CONVERTLOOKERSINTOBUYERSBYCREATINGURGENCY
  26. 26. Organic, Social & Paid Enhancing search experience for customers SEARCH EXPERIENCE @MILESTONEMKTG
  27. 27. Confidentialwww.milestoneinternet.com | 1-408-200-2211 SEARCHHASCHANGED:IT’SALLABOUTINTENTAND CONVERSATIONS TEXT DRIVEN 2008 2019 VOICE DRIVEN KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Prioritize great content
  28. 28. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SCHEMA…HELPINGSEARCHUNDERSTANDYOU Address Location Restaurant Shopping Reviews Things to do Events Images Specials Videos Rooms Breadcrumbs Schema samples brand photos logo aggregateRating hasMap Address Phone Fax amenityFeature Review sameAs (social URLs)
  29. 29. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSISTENTDATAFORENTITYSEARCH https://moz.com/learn/local/citations-by-category Local Search Engine & Hyper Local Listings Data Aggregators Internet Yellow Pages Social ChannelsMaps APPS & LISTINGSCentral Data Hub Source Search Engines Apps & listings End-points
  30. 30. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSISTENTINFORMATIONACROSSALLCHANNELS PAID SOCIAL REVIEWS WEBSITE LOCAL LISTINGS LOCAL SEARCH GROUP TOOLS YOUR BUSINESS INFORMATION MENUS
  31. 31. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CONTENTDISTRIBUTION: WRITEONCE,PUBLISHEVERYWHERE BUSINESS PROFILE LOCAL SOCIAL & REVIEWS COMPETITIVE INTELLIGENCE REPORTING HOME
  32. 32. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG CONSISTENTINFORMATIONACROSSALLCHANNELS PUBLISH TO GMB YELP WEBSITE Google My Business Yelp Offers Website Offers RICH AND ACCURATE INFORMATION
  33. 33. Confidentialwww.milestoneinternet.com | 1-408-200-2211 GOALS,STRATEGY,CHANNELS ANDKPIALIGNMENT GOAL:GROWREVENUEBY10%BYACQUIRINGNEWCUSTOMERS Engagement Conversion Micro-conversions Purchases, RFPs Consideration Awareness Visibility, presence Visitation & traffic In-Market Display Social / In-Market Paid Search Metasearch / In-market Retargeting Branded Paid Search Awareness KPI’s • Visits • Bounce Rate • Session Duration • Impressions • Impression Share Consideration & Engagement • CTR • Visits and Repeat Visits • Pages per Session • Social Proof Conversions • Bookings (And Click to Bookings) • Conversions and CVR • Phone Calls • Revenue • ROAS R A C E
  34. 34. Confidentialwww.milestoneinternet.com | 1-408-200-2211 NOLINEARPATHTOPURCHASE–THINKHOLISTICALLY
  35. 35. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG AMPLIFYYOURMESSAGETHROUGHSOCIALMEDIA
  36. 36. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG 2019:ELEMENTSOFSEARCHEXPERIENCE Ensure your business can be found on any device, any time through entity search Consistent & rich information to attract customers Connect with the customer with technology & UX Leverage paid strategies based on your audience and business goal Amplify through paid social
  37. 37. CONSUMER EXPERIENCE @MILESTONEMKTG
  38. 38. Confidentialwww.milestoneinternet.com | 1-408-200-2211 PERSONALIZATIONISKEY Behavior (website analytics) Purchasing (PMS data) Demographic (CRM data) Personalization Engine Segmented advertising Personalized content Personalized email campaigns (CRM) Geo-location Ad-based behavior & history @MILESTONEMKTG
  39. 39. Confidentialwww.milestoneinternet.com | 1-408-200-2211 BUILDTRUST–REVIEWSONYOURSITE
  40. 40. Confidentialwww.milestoneinternet.com | 1-408-200-2211 PERSONALIZEDINTERACTIONUSINGCHATBOT
  41. 41. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG SCALINGYOURCONTENTSTRATEGYWITHPLATFORM MANAGE YOUR FAQs PUBLISH TO CHAT BOT PUBLISH TO YOUR WEBSITE FAQs to chat and your website and your voice actions
  42. 42. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG ENHANCEEXPERIENCESWITHCHATBOTS Chatbot LiveAgent Learning System Publish to site FAQs Push to Chatbot
  43. 43. VOICE:YOUR NEW CHANNEL @MILESTONEMKTG
  44. 44. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG THOSEWHOCONTROLTHEANSWER WILLDRIVEREVENUE ? Show me ATMs near me Do own your brand voice?
  45. 45. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONTENT WEBSITE TECHNOLOGY VOICEOPTIMIZATION TRACKING&ANALYTICS 4 STEPS TO VOICE SEARCH
  46. 46. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICEOPTIMIZATION –PROMOTETHROUGHACTIONSDIRECTORY
  47. 47. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICESEARCHCAMPAIGN–PAIDMARKETINGONQUERIES OPTIMIZEDFORVOICESEARCH Use long-tail voice- search queries as paid marketing keyword
  48. 48. Confidentialwww.milestoneinternet.com | 1-408-200-2211 DateRange:December2018 PAIDCONVERSIONINCREASESWHENUSINGQUERIESTARGETEDFOR VOICESEARCH Clicks, 621 Conversions, 154 0 100 200 300 400 500 600 700 Clicks, 236 Conversions, 104 0 50 100 150 200 250 24% Conversion rate 44% Conversion rate Traditional Campaign Campaign using voice- based keywords
  49. 49. Confidentialwww.milestoneinternet.com | 1-408-200-2211 VOICESEARCHATWORK USER INTENT LANDINGPAGE EXPERIENCE
  50. 50. Confidentialwww.milestoneinternet.com | 1-408-200-2211 18VOICEACTION–WEJUSTSTARTED driving users each day to the website through voice-search interactions via “Ok Google” voice assistant ~18 daily Milestone Client in Boston
  51. 51. Walter Paliska VP of Marketing OMNI CHANNEL& MEASUREMEN T @MILESTONEMKTG
  52. 52. Confidentialwww.milestoneinternet.com | 1-408-200-2211 SCALEYOURSTRATEGYCALENDARTOALIGNWITHBUSINESSGOALS Grow top of the funnel by 20% (JAN – MAR, 2019) Spring Campaign Keyword research Build Content Build AMP page Measure impact Valentine’s Day sales Keyword research Build Landing page Ads Campaign Measure ROAS #ENGAGE2018
  53. 53. Confidentialwww.milestoneinternet.com | 1-408-200-2211 ANALYTICS:TRACKTHERIGHTMETRICSBASEDONGOALSAND PROMOTIONSTRATEGIES CONVERSATIONS IMPRESSIONS CALLS & RFPs VIDEO VIEWS SOCIAL ENGAGEMENT KEYWORD RANKS
  54. 54. KEY TAKEAWAYS @MILESTONEMKTG
  55. 55. Confidentialwww.milestoneinternet.com | 1-408-200-2211 PUT CONSUMERS IN THE CENTER 1
  56. 56. Confidentialwww.milestoneinternet.com | 1-408-200-2211 RACE: TURN GOALS INTOACTIONS 2
  57. 57. Confidentialwww.milestoneinternet.com | 1-408-200-2211 FOCUS ON UX & CONVERSATIONAL CONTENT – SCALE WITHASTRONG PLATFORM 3
  58. 58. Confidentialwww.milestoneinternet.com | 1-408-200-2211 CONSISTENT SEARCH EXPERIENCE ACROSSALL CHANNELS 4
  59. 59. Confidentialwww.milestoneinternet.com | 1-408-200-2211 EMBRACE NEW CHANNELS LIKE VOICE & CHATBOTS 5
  60. 60. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG WHAT’SCOMING WEBINAR SERIES Local Search Paid marketing Social media Yelp TRADE SHOWS FEB 25-27 FEB 24-27 Preferred FEB 25-27 FEB 26-27 WATCH YOUR INBOX UPCOMING SHOWS ENGAGE 2019 IT’S ALMOST TIME Tickets available March 1 7/31 – 8/1
  61. 61. Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG QUESTIONS?

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