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6 Digital marketing trends for 2016

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6 Digital marketing trends for 2016

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Which digital marketing will give businesses the best results in 2016? In this presentation to the Smart Insights Digital Marketing Priorities 2016 Summit Dave Chaffey covers lots of specific techniques covering Content Marketing, SEO, Mobile marketing and Marketing Automation.

Which digital marketing will give businesses the best results in 2016? In this presentation to the Smart Insights Digital Marketing Priorities 2016 Summit Dave Chaffey covers lots of specific techniques covering Content Marketing, SEO, Mobile marketing and Marketing Automation.

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6 Digital marketing trends for 2016

  1. 1. Digital Marketing Priorities 2016 Brought to you by: Digital marketing Trends 2016 Dr Dave Chaffey CEO SmartInsights.com What are the new techniques you should be thinking about implementing in 2016? Dave will cover examples of innovation in best practices across all the core digital marketing techniques including Content Marketing, Marketing Automation, AdWords, SEO, Social media, Email marketing and website design. #PlanToSucceed
  2. 2. 2 2@DaveChaffey @SmartInsights Digital Marketing Trends 2016 Smart Insights – BrightTALK Digital Marketing Priorities 2016 Summit Dr Dave Chaffey. SmartInsights.com
  3. 3. 3 3@DaveChaffey @SmartInsights About Dave o Consultant and trainer in ‘Internet marketing’ since 1997 o Author of 5 bestselling books on digital marketing o CEO and Editor of SmartInsights.com - a digital marketing advice site with 130,000 members in over 80 countries o DIY templates, planning guides courses o Customised in-company Training and Consultancy
  4. 4. 4 4@DaveChaffey @SmartInsights Trends we watch! 1. Strategic
  5. 5. 5 5@DaveChaffey @SmartInsights Trends we watch! 2. Tactical
  6. 6. 6 6@DaveChaffey @SmartInsights Q. Which digital marketing activity will most INCREASE your commercial returns in 2016? Digital Trends 2016 post
  7. 7. 7 7@DaveChaffey @SmartInsights Vote! Which digital marketing channel will drive the most website visits, leads and sales for your business in 2016 (last click)  Affiliate or partner marketing  Display advertising / Re-targeting / Programmatic  Organic search / SEO  Paid search / AdWords  Social media marketing
  8. 8. 8 8@DaveChaffey @SmartInsights “Facebook and Twitter do almost nothing for sales” Custora Pulse: sample of large US retailers
  9. 9. 9 9@DaveChaffey @SmartInsights TREND #1 MARKETING AUTOMATION +1
  10. 10. 10 10@DaveChaffey @SmartInsights Where it all started?
  11. 11. 11 11@DaveChaffey @SmartInsights : eCircle case study Build Marketing Automation around audience engagement strategy
  12. 12. 12 12@DaveChaffey @SmartInsights Free Download: State of B2B Marketing Automation
  13. 13. 13 13@DaveChaffey @SmartInsights Success = People, Process, Tools
  14. 14. 14 14@DaveChaffey @SmartInsights Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts ‘State of the Art’ Automation example Monthly Planning Framework Source: Harriet Mitchell Smart Insights Digital Impact conference
  15. 15. 15 15@DaveChaffey @SmartInsights The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.
  16. 16. 16 16@DaveChaffey @SmartInsights TREND #2 CONTENT MARKETING -1 Report and infographic: Competing with Content Marketing
  17. 17. 17 17@DaveChaffey @SmartInsights 2016: FROM STATIC CONTENT TO APPS AND PERSONALISATION Source: Scott Brinker, The 4th Wave of Content Marketing
  18. 18. 18 18@DaveChaffey @SmartInsightshttp://www.smartinsights.com/howgood
  19. 19. 19 19@DaveChaffey @SmartInsights
  20. 20. 20 20@DaveChaffey @SmartInsights Content SHOCK in 2016 Mark Schaefer coins Content Shock
  21. 21. 21 21@DaveChaffey @SmartInsights ‘Me-too’ content isn’t effective BuzzSumo-Moz research
  22. 22. 22 22@DaveChaffey @SmartInsights Is Most Business Blogging a Waste of Time?  1. Be AWESOME!  2. Think like a publisher  3. Understand what works for others  4. Less is more  5. Mix it up with a range of content formats.  6. Build links by partnering Dave’s article
  23. 23. 23 23@DaveChaffey @SmartInsights
  24. 24. 24 24@DaveChaffey @SmartInsights How are you prioritising your content? Criteria?  Rev/visit?  Demand+ lead gen?  Amplify?  Brand fit?  SEO?  Longevity?  Authority/Thought Leadership?  Differentiation?  Individual pain points?  Lead-scoring  Repurposeability  Risk/reward?  Re-targeting
  25. 25. 25 25@DaveChaffey @SmartInsights TREND #3 BIG DATA -1 99% of companies believe a single customer view is important … but only 24% have a single customer view today Source: Raab associates quoting Source: Experian, Data Quality Benchmark Report, 2015
  26. 26. 26 26@DaveChaffey @SmartInsights #BigData or #SmallData ?
  27. 27. 27 27@DaveChaffey @SmartInsights Vote! Have you had, do you have or will you have #BigData initiatives in your organisation (or seen in your clients)?  Yes  No
  28. 28. 28 28@DaveChaffey @SmartInsights The impact of IoT? evrythng.com
  29. 29. 29 29@DaveChaffey @SmartInsights TREND #4 MOBILE MARKETING − 0
  30. 30. 30 30@DaveChaffey @SmartInsights Mobile First – from responsive to adaptive? PlusNet Responsive example
  31. 31. 31 31@DaveChaffey @SmartInsights AO.com adaptive example
  32. 32. 32 32@DaveChaffey @SmartInsights Mobile design support - Vote!  A. Don’t have a mobile optimised site  B. Separate mobile site  C. Mobile responsive design  D. Mobile adaptive design
  33. 33. 33 33@DaveChaffey @SmartInsights Other design developments…YAWN…
  34. 34. 34 34@DaveChaffey @SmartInsights More exciting experience trends! Website design trends article
  35. 35. 35 35@DaveChaffey @SmartInsights Immersive experiences to engage and persuade www.domo.com
  36. 36. 36 36@DaveChaffey @SmartInsights …Mobile first? Source: Litmus
  37. 37. 37 37@DaveChaffey @SmartInsightsSource: Litmus Example – your own mileage will vary…
  38. 38. 38 38@DaveChaffey @SmartInsights Use of personalisation and testing
  39. 39. 39 39@DaveChaffey @SmartInsights B2B Web personalisation providers Engage
  40. 40. 40 40@DaveChaffey @SmartInsights TREND #6 SOCIAL MEDIA MARKETING − 0 comScore: Facebook remains the goliath of social media, leading all with 81 percent reach of the total digital population and nearly 230 billion minutes of user engagement. Time spent that is 18x that of the next biggest social network, Facebook had to be excluded from the graphic
  41. 41. 41 41@DaveChaffey @SmartInsights LinkedIn still growing… fast
  42. 42. 42 42@DaveChaffey @SmartInsights Has LinkedIn destroyed marketing opportunities for 2016?  New: Remarketing (Lead Accelerator through Bizo acquisition)  New: Slideshare acqusition  But…  LinkedIn Pulse blog platform gives some cut-through  Prohibitive CPCs on Ads / Sponsored Updates  Groups now spam ridden with auto-posting and can’t find lower volume quality groups  Featuring products/services on pages long gone
  43. 43. 43 43@DaveChaffey @SmartInsights TREND #7 SEARCH ENGINE OPTIMISATION − 0
  44. 44. 44 44@DaveChaffey @SmartInsights Monitoring what works in the SERPs
  45. 45. 45 45@DaveChaffey @SmartInsights Newish – Quick Answers #Volume
  46. 46. 46 46@DaveChaffey @SmartInsights Mobile Search Tipping Point past Source: Google Data presented at ScreenPages event Mar 2015 B2B is different - Smart Insights latest figures – new visits
  47. 47. 47 47@DaveChaffey @SmartInsights Are Google’s ‘Micro-moments relevant’?
  48. 48. 48 48@DaveChaffey @SmartInsights B2B example – is this just keyphrase research? 1 “What is CRM?” 2 “How is Enterprise CRM Software Different than Medium and Small Business Software?” 3 “CRM Data Integration and What That Means for an Enterprise” Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ. Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found.
  49. 49. 49 49@DaveChaffey @SmartInsights Time to move to HTTP/2 and https:// ? Top 10K sites Test : HTTP watch Google to support HTTP2
  50. 50. 50 50@DaveChaffey @SmartInsights
  51. 51. 51 51@DaveChaffey @SmartInsights
  52. 52. 52 52@DaveChaffey @SmartInsights Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guide to B2B Digital Marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

Editor's Notes

  • Review ‘What’s Holding People back’
  • Be Awesome! Average, ‘me-too’ blog content won’t get engagement – some content has to have the investment to cut through – what Michael Stelzner of Social Media Examiner calls “Nuclear Content”.
    Think like a publisher! Yes, it’s been said many times before, but the report also looks at sharing patterns for publishers like The Economist, NYT and Buzzfeed. They are certainly succeeding in gaining links, it is possible… if you have the creativity and resources.
    Understand what works for others! As you may know, Buzzsumo is a tool which shows the posts that are most effective in a category. See what works for others and then follow their lead.
    Less is more! Likely you don’t have the resource, so you have the choice of giving up or posting less, perhaps longer form posts that gain more traction, for example.
    Mix it up with a range of content formats! There isn’t a definitive content format, although we know that long form, list-based, visually-rich content works best. Be creative by using formats you haven’t used before and stretch your brand by being more controversial than you usually would.
    6. Build links by collaborating with partners! Google doesn’t like spam of course, so they tell us not to build links, but encourage them to be created organically through content.

    Fair enough, but the research shows this is an inefficient way to build links. Working this way also enables you to share audiences and links naturally as Buzzsumo and Moz show in this research and Smart Insights and HubSpot have shown in our joint research on Competing with Content Marketing. This shows that the vast majority of marketers still believe in content marketing and are investing in it with a quarter increasing head count and 71% creating more content in 2015 than 2014. The question is – is it the right type of content…?! - See more at: http://www.clickthrough-marketing.com/is-most-business-blogging-a-waste-of-time/#sthash.nMmjbn3i.dpuf
  • Superlative: Epic, awesome, nuclear content
  • The head of AdWords, Jerry Dischler, said "the idea of a linear customer journey is long gone" and that micro-moments have taken its place. This concept is easy to understand in a direct-to-consumer business, but many B2B marketers are having a hard time understanding how this applies to them.

    John is a sales director for a manufacturing company. His company utilizes a CRM tool that isn't fulfilling his need to understand the demands of his customers and accurately predict their needs. John's journey began with trying to better understand the current CRM software and determine if there were advanced features that would fulfill his need.
    During this process, John spent his available time researching their software and because he is so busy, most of that time was when he was commuting to work on the train. During John's research, he stumbled across information about a different CRM product, and how it differs from his current software and provides the sophistication he needs.
    If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found. Did John head down a journey that culminated in determining that your competition fulfilled his need and convinced his C-Levels to make the switch? Maybe not. But by not having content on your website that matched the intent of John's search query, your company missed an opportunity to enter into his customer journey. These types of micro-moments are what B2B marketers need to anticipate in order to attract customers at higher levels of the customer journey.
  • 15% of queries
    3rd most important signal
    Used to assess ambiguous queries
    Extension of Hummingbird into Natural Search
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