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Onliine marketing tactics 2016

Jeff Ente of WhosBloggingWhat picks out 5 key areas of online marketing all marketers should consider in 2016.

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Onliine marketing tactics 2016

  1. 1. 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>
  2. 2. 2 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
  3. 3. 3 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
  4. 4. 4 2015
  5. 5. 5 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
  6. 6. 6 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)
  7. 7. 7 The “must have” items for 2016  Facebook advertising 0 200 400 600 800 1,000 1,200 1,400 1,600 Q3'14 Q4'14 Q1'15 Q2'15 Q3'15 Twitter Facebook Monthly Average Users (Millions) Source: Q3 2015 Earnings Reports
  8. 8. 8 The “must have” items for 2016  Facebook advertising This is 75% of the total US population 18+
  9. 9. 9 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
  10. 10. 10 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
  11. 11. 11 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
  12. 12. 12 The “must have” items for 2016  Remarketing
  13. 13. 13 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
  14. 14. 14 The “must have” items for 2016  Content Marketing 88% of B2B marketers say that they are using content marketing… 0% 20% 40% 60% 80% Upsell/Cross Sell Customer Retention Brand Awareness Lead Gen …to accomplish a number of important objectives 85% 84% 74% 58% Source: Marketing Charts/Content Marketing Institute
  15. 15. 15 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
  16. 16. 16 The “must have” items for 2016  Semantic web Source: US Patent 7,987,176 B2
  17. 17. 17 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
  18. 18. 18 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
  19. 19. 19 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
  20. 20. 20 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
  21. 21. 21 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
  22. 22. 22 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:  Recommended Smart Insights resources: