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Digital Marketing for 2016

This is the slide deck from my talk at the CHA Megashow 2016. These are predictions about the changes to some digital marketing channels in 2016. Let's see if I am right this year. ;-)

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Digital Marketing Strategy for 2016
Tony Passey
What will we learn right now?
1. Quick review of a channel approach to
digital marketing
2. Changes to organic traffic in 2016
3. Changes to paid channels in 2016
4. Mobile Changes
5. 4 tools you need to know about
My name is Tony Passey
I am:
Serial Entrepreneur
CEO of Firetoss
Marketing Professor
Eccles School of Business
University of Utah
@tonypassey
@tonypassey
A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
Let’s break this down.
A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
@tonypassey
A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
@tonypassey

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Digital Marketing for 2016

  • 1. Digital Marketing Strategy for 2016 Tony Passey
  • 2. What will we learn right now? 1. Quick review of a channel approach to digital marketing 2. Changes to organic traffic in 2016 3. Changes to paid channels in 2016 4. Mobile Changes 5. 4 tools you need to know about
  • 3. My name is Tony Passey I am: Serial Entrepreneur CEO of Firetoss Marketing Professor Eccles School of Business University of Utah @tonypassey
  • 4. @tonypassey A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels. Let’s break this down.
  • 5. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels. @tonypassey
  • 6. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels. @tonypassey
  • 7. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels. @tonypassey
  • 8. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels. @tonypassey
  • 10. Organic Search Pay per click Referral • Social • Content Display @tonypassey
  • 11. All the channels need to work together. Organic, PPC, Referral [Social, Content], Display @tonypassey
  • 14. What to know in 2016? • Organic – Content and Link Valuations • Display – Ad blockers and privacy tools • Mobile – Make sure you understand ranking @tonypassey
  • 15. Content: Huge part of organic strategy. By now your company or brand should have a strategy for putting out content. Typically we create content to speak to specific personas – users in the buying cycle. Better content! @tonypassey
  • 16. Infographics > Video 2014 / 2015 were the years of the infographic. 2016 will be the year of the video. Infographics are picked up by publishers because they are unique. Now it will take video to separate yourself from the rest. @tonypassey
  • 17. It’s about great content. Guest posting and Joint Ventures in content will be even more important – Top Influencers. You must work with authoritative sources because quality over quantity matters. @tonypassey
  • 18. Ad Blockers: Threat to Publishers Ad revenue is suffering because of a 50% increase in ad blocking since 2014. Content vs. revenue will change. • Pay Walls?? @tonypassey
  • 19. Ad revenue/traffic could be hurt by Google Enhancements Google recently was testing 4 ads at the top. Direct answers and knowledge graph are giving users a reason to stay on Google. They will continue to look for ways to monetize. @tonypassey
  • 20. Mobile Traffic Increasing Mobile search results are here to stay. The majority of our time on smart phones is spent in apps. • 2016 could be the year of app conent indexation. @tonypassey
  • 21. 4 Tools every site owner needs to check. • Mobile Search Results – Mobile Friendly Test Tool – Mobile Usability in Webmaster Tools Platform • General Search Rankings – Pagespeed Insights – Majestic’s Search Explorer @tonypassey
  • 22. Recap 1. Each customer segment gets reached through specific mix of channels 2. Organic is becoming even more content centered and revenue problems may drive more changes. 3. Make sure you have a strategy for Mobile and that you are prepared. Now. 4. Use the best tools to find the best info. Not all tools are created equal. @tonypassey

Editor's Notes

  1. A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
  2. The way we connect to our user segments is evolving with new technologies, new social networks and the change in how we use devices.
  3. These days, the customer journey has grown more complex. Before making an online purchase decision, a customer may engage with your brand through many different media channels over several days. This tool helps you explore and understand the customer journey to improve your marketing programs.
  4. General Overview of how Channels affect the final buying decision.
  5. One channel effects the other. Example: Radio Advertising will effect organic searches.
  6. You begin with a hunch but you finish with empirical data. Channels drive each other and there is no one channel that can sustain your business. Understand your channel mix. Know what drives one channel or another.
  7. Metrics are imperative! Cautionary tale about Ucann Connect