In the webinar, Milestone President Benu Aggarwal and VP of Marketing Erik Newton shared their thoughts on the fastest-moving digital trends going into the new year.
Key topics in this recap:
- The rise of digital commerce, entity & semantic search, engagement connectivity, and digital desire
- The better-me trend and growth in search queries
- Biggest search trends for 2022, MUM, and Google Lens image search, image shopping
- Stitching omnichannel experiences and addressing the digital desire
- Agility and opportunity in your martech stack and your CMS
- Key elements of 2022 omnichannel marketing plan – images, video, technical SEO, AI, voice, messaging, intent/entity-driven content, and more
- Community and doing the right thing and driving growth
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Top Marketing Trends Impacting Your Business in 2022
1. MilestoneInternet.com | +1 408-200-2211
Be everywhere your
customers are
Digital Marketing
Trends 2022
January 27, 2022
2. Confidential
2
Your Speakers
Erik Newton
VP of Marketing
Milestone Inc
Benu Aggarwal
President
Milestone Inc
https://www.linkedin.com/in/eriknewton/
https://www.linkedin.com/in/benua/
3. Confidential
3
Milestone Platform and Managed Services
Discovery and Engagement Software
Local Listings • Reviews • Insights • Analytics
Experience Software
CMS • Schemas • FAQ Manager
Design • Websites • Content Services • SEO • Paid • Analytics
Omnichannel Content Platform
Digital Marketing Services
Driving acquisition by enhancing digital experience and content visibility
4. Agenda
1. Review of Last Year
2. Consumer Trends
3. Search Trends
4. Digital Experience = Digital Desire
5. Digital Discovery = Unified Omnichannel CX Experience
6. 2022 Digital Strategy Framework
7. Connecting with Your Communities
Areas of Focus Today
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Evolution of Search = Relevancy > Experience > Desire
Keyword
Driven
2008 2022
KEYWORDS CONVERSATIONS &
COMMERCE
No duplicate
content
No spammy
content or links
Relevant &
precise results
Understand Intent
Longtail (FAQ, Passage)
Local
Mobile
SERP
Quality
Local
Results
Thin Content
Smith
(Entire Document)
MUM
Page
Experience
BERT
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Relevant and Topical = Experience + Desire
Popularity
SEARCH ENGINE
PRIORITIES
SEARCH RESULTS
MARKETING NEEDS
• Blue text links
• Spammy content
• Blue text links
• Quality content
ALGORITHMS
• Links and
keywords
• Combating spam
• Universal results
• Semantic search
• Structured content
• 1,200 SERP Features
• In-search content
• Mobile & Voice
• Entities + intent
• Core Web Vitals
• Mobile only indexing
• Keyword density
• Link building
• Original quality
content
• Earning links
• Topical coverage
• Schemas
• Schemas + content
• Share of visibility
• Conversational content
• CWV compliance
2008
Quality
2012
Intent
2016
Experience
+
Desire
2022
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AI Helping in Digital Transformation
Experience = relevant and topical
MUM: Uses NLP to understand world’s
knowledge and semantic interpretation
Across variety of search results –
Text, Audio, Video, Images
How can AI be used?
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Digital Desire - How Can AI Be Used? Making Search More Useful
• Understanding intent
• Leverage deep learning
• Broader and refine
• Generating relevant results
• Multilingual
(Multitask Unified Model)
MUM
• Topical and relevant
• How to, Recipes
• Related search
• Visual Search
• Video Search
• Audio Search
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Accuracy, Enhanced Data, & Engagement
Data
Accuracy
Enhanced
Information
Engagement
AUTHORITY
Build authority through engagement signals and build the foundation for
engagement through accurate and enhanced data.
60%
of smartphone users have contacted a
business directly from Google search
results.*
84%
of “near me” searches happen on a mobile
device, such as a smartphone.**
28%
of searches for something nearby result
in a purchase. ***
• https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/smartphone-user-search-behavior-statistics/
**https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/local-search-to-store-visit-statistics/
***https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/location-search-conversion-statistics/
Good Better Best
Think With Google
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Engagement Must-Haves
Monitor and manage reviews, establish a direct connection with customers, and answer their questions
• Monitor & respond to
customer asked questions
• Post branded FAQ content
• Easily publish to GMB, Website
& Voice Assistant
• Increase brand awareness,
search traffic & lead volume
Q&A (GMB & Website) Google Posts
• Directly engage with your local
customers.
• Improve your customer
experience with timely
information.
• Promote your sales, specials,
events, news, and offers.
• Track ratings & reviews across
top channels
• Respond to reviews to build
customer trust
• Enable review notifications
• Templatize review responses
for efficient management
Brand Messaging
Reviews
• Real-time customer messaging,
straight from Google
• Integrate Chatbot to Automate
message response
• Enhance Chatbot functionality
with FAQ content
AUTHORITY
RELEVANCE
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• Brands must question everything they knew and understand the shifts
• New challenge - delivering brand experience at distance
2022 Digital Experience + Digital Desire
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Interaction & Integration
1. Integration across all channels
2. Centralize data - single source of truth
3. Focus both on Mechanics and Emotion
– first-time and repeat user journey
4. Seamless interactions - user roles,
notifications to build amazing
experience
Microservices, Cloud, API-
First, First-Party Data
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Agility and the Case for Multi-CMSes
Forrester included Milestone in this report on multi-CMS strategy
Read more here:
https://www.forrester.com/blogs/why-a-multi-cms-approach-may-be-right-for-your-brand
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Interaction & Integration – Microservices, Cloud, API-First
Centralized Data Platform
Website Site
Local Channels Schema
FAQ & Voice
Reporting
AMP & Mobile
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MULTIPLE API INTEGRATIONS
Integrations Help Stitch Dots Across All Channels & Touch Points
Relevancy Presence
Schema
Personalization
A/B testing
Heatmaps
Convenience &
Confidence
Engagement Insights Performance Ecommerce
Revenue Recovery
Maps
Ice Portal
SMS
PWA
ADA
Manta Meta
Call Tracking
Natural language AI
+
Core Web Vitals
+ + + + +
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Upcoming Events: BrightonSEO, Nick Barber of Forrester
https://www.brightonseo.com/conference-talk/entity-search-2-0/
Thursday, March 24
10 AM Pacific, 1 PM Eastern
Speaker
Forrester's Nick Barber and
Milestone's Anil Aggarwal
will present the latest in CMS
and site experience
Watch email and social for your invite
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Entity Search Is Your Competitive Advantage – On Demand from SMX Next
https://marketinglandevents.com/smx/next/agenda/