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Top 8 Digital Marketing Trends of 2015 - SEMpdx - April 2015 - f

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An updated presentation on the same topic from February's webinar, this presentation was from SEMpdx's April member meeting in Portland, Oregon. The session reviewed the top digital trends marketers are predicted to focus on this year, providing detail around the topics, and food for thought for future planning.

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Top 8 Digital Marketing Trends of 2015 - SEMpdx - April 2015 - f

  1. 1. All Rights Reserved © Ethology, Inc. 1@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology ENHANCED!
  2. 2. All Rights Reserved © Ethology, Inc. 2@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology ENHANCED HOW!?
  3. 3. All Rights Reserved © Ethology, Inc. 3@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology +
  4. 4. All Rights Reserved © Ethology, Inc. 4@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology PLEASE ASSEMBLE YOUR LASERS NOW
  5. 5. All Rights Reserved © Ethology, Inc. 5@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Mike Corak, Been to New York like 20 times Executive Vice President, Strategy | ethology Jay Baer, New York Times Best- Selling Author & President | Convince & Convert (Original) Speakers
  6. 6. All Rights Reserved © Ethology, Inc. 6@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “Sorry you’re missing #beer & #lasers @JayBear - Love @SEMpdx”
  7. 7. All Rights Reserved © Ethology, Inc. 7@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Agenda Trend-O-Mania Love ‘em or Leave ‘em Digital Love: Top 8 Trends For 2015 Thanks!
  8. 8. All Rights Reserved © Ethology, Inc. 8@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Release & Warm-Up I, (insert your name), swear that I will not burn anyone’s eyes out with my laser I Accept These Small Print Terms of Laser Usage
  9. 9. All Rights Reserved © Ethology, Inc. 9@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Trend-O-Mania
  10. 10. All Rights Reserved © Ethology, Inc. 10@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Most Popular Themes (What’s Your Top?) Mobile Social Evolution More Effective Content Marketing Internet of Things Big Data Programmatic Cross-channel & Omni-channel Integration User Centered Everything SEO is (Not) Dead Strategic Planning Marketing Automation
  11. 11. All Rights Reserved © Ethology, Inc. 11@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Mobile Big Data Strategic Planning
  12. 12. All Rights Reserved © Ethology, Inc. 12@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology LET’S PREVENT THIS FROM BECOMING A TREND
  13. 13. All Rights Reserved © Ethology, Inc. 13@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  14. 14. All Rights Reserved © Ethology, Inc. 14@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Mobile Mobile is not a trend, it’s the norm. Deficiencies require catch-up (fast). “By 2015, mobile will represent 70% of the total US search audience” emarketer
  15. 15. All Rights Reserved © Ethology, Inc. 15@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Google Even Cares About Mobile Beyond Ad $! “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” ‘s
  16. 16. All Rights Reserved © Ethology, Inc. 16@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Strategic Planning What were you doing before if you weren’t planning?
  17. 17. All Rights Reserved © Ethology, Inc. 17@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology These Are Important But Also Not Trends Internet of Things Programmatic Buying Marketing Automation
  18. 18. All Rights Reserved © Ethology, Inc. 18@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Themes That Deserve Your Attention Social Evolution More Effective Content Marketing User Centered Everything Cross-channel & Omni-channel Integration SEO is (Not) Dead
  19. 19. All Rights Reserved © Ethology, Inc. 19@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Top 8 Digital Trends We Love for 2015
  20. 20. All Rights Reserved © Ethology, Inc. 20@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 1. Customer Experience is the Next Big Thing
  21. 21. All Rights Reserved © Ethology, Inc. 21@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology •Accenture 2013 Global Consumer Pulse Survey: “85% of customers are frustrated by dealing with a company that does not make it easy to do business with them. 58% are frustrated with inconsistent experiences from channel to channel.” •CMO Council and SAP 2014 – Mastering Adaptive Customer Engagements (Responsive): “Marketers believe that customer centricity – and the customer’s belief that they are engaged with a customer-centric organization – is critical not just to the business, but also to the individual marketer’s success” •Gartner 2014 – Gartner Survey: “89% of companies surveyed plan to compete primarily on the basis of the customer experience by 2016, 65% of companies have the equivalent of a chief customer officer – they report equally to the CMO and CEO.” •Gartner 2014 – Spend Survey: “#1 innovation project for 2015 is customer experience” •Gartner 2014 – CMO Club Survey: “CMOs say leading customer experience cross-functionally at all touch points is the top investment over the next 2 years.” •IBM 2013 – Customer-activated Enterprise: “39% of outperformers have developed a fully- integrated digital-physical customer strategy.” •McKinsey 2014 – Digital Tipping Point: “Of the six digital trends we asked about, executives expect the largest share of their digital growth in the coming years will be from digital customer engagement. •Oracle 2013 – Global Insights: “93% say that improving customer experience is one of the top three priorities for the next two years. 97% state customer experience is critical to future success.”
  22. 22. All Rights Reserved © Ethology, Inc. 22@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Google Even Cares About Mobile Friendly Sites!(?) “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” ‘s
  23. 23. All Rights Reserved © Ethology, Inc. 23@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Google cares about the user’s experience, not just mobile friendly sites.
  24. 24. All Rights Reserved © Ethology, Inc. 24@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Content Strategy + User Design
  25. 25. All Rights Reserved © Ethology, Inc. 25@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  26. 26. All Rights Reserved © Ethology, Inc. 26@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 2. Content Quality Over Quantity Long-tail keyword blog post Long-tail keyword blog post Long-tail keyword blog post Long-tail keyword blog post
  27. 27. All Rights Reserved © Ethology, Inc. 27@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology What’s the Most Effective Content Medium? Website Articles Videos Email Newsletters Mobile Apps Webinars Blogs Illustrations/Photos In-person Events Social Content (not Blogs) Online Presentations
  28. 28. All Rights Reserved © Ethology, Inc. 28@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Brands Have a Content Problem ...
  29. 29. All Rights Reserved © Ethology, Inc. 29@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology … And It’s Only Getting Worse
  30. 30. All Rights Reserved © Ethology, Inc. 30@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Where most companies are at: Piles of non-performing content. What do they do? Create more. Why?
  31. 31. All Rights Reserved © Ethology, Inc. 31@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Before you create one more piece of content, you need to deal with your R.O.T. content.
  32. 32. All Rights Reserved © Ethology, Inc. 32@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Redundant: Duplicate content, over wordy, too many clicks and/or steps. Outdated: Expired offers, out-of-date content and materials, broken links/images. Trivial: Not relevant for the brand, no value for the visitor, missing content or context
  33. 33. All Rights Reserved © Ethology, Inc. 33@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Redundant 2013 2015
  34. 34. All Rights Reserved © Ethology, Inc. 34@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Outdated
  35. 35. All Rights Reserved © Ethology, Inc. 35@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Trivial
  36. 36. All Rights Reserved © Ethology, Inc. 36@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 3. Cooperative Content Takes Center Stage
  37. 37. All Rights Reserved © Ethology, Inc. 37@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “Advertising from companies is trusted 47% of the time.” - Nielsen
  38. 38. All Rights Reserved © Ethology, Inc. 38@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “Friends and family are trusted 92% of the time” - Nielsen
  39. 39. All Rights Reserved © Ethology, Inc. 39@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “Company experts are trusted 66% of the time.” - Edelman
  40. 40. All Rights Reserved © Ethology, Inc. 40@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “50% of B2B marketers struggle to create content consistently” - Content Marketing Institute
  41. 41. All Rights Reserved © Ethology, Inc. 41@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “44% of B2C marketers struggle to create content consistently” - Content Marketing Institute
  42. 42. All Rights Reserved © Ethology, Inc. 42@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Cooperative Content = Topical plan + User generated content (UGC) + Employee generated content (EGC)
  43. 43. All Rights Reserved © Ethology, Inc. 43@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  44. 44. All Rights Reserved © Ethology, Inc. 44@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Beggin Strips…mmmmmm
  45. 45. All Rights Reserved © Ethology, Inc. 45@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 4. Video Becomes De-facto
  46. 46. All Rights Reserved © Ethology, Inc. 46@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Video consumption is continuing to skyrocket, powered by smartphones and always-on LTE and “all you can eat” data plans.
  47. 47. All Rights Reserved © Ethology, Inc. 47@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “52% of senior business executives watch work-related YouTube videos at least weekly.” - Forbes
  48. 48. All Rights Reserved © Ethology, Inc. 48@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “Video on Facebook grew by more than 50% from May-July, 2014.” - Facebook
  49. 49. All Rights Reserved © Ethology, Inc. 49@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology “More than one billion videos are watched on Facebook each day.” - Facebook
  50. 50. All Rights Reserved © Ethology, Inc. 50@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Instagram is the fastest-growing “major” social network, and may have more users than Twitter.
  51. 51. All Rights Reserved © Ethology, Inc. 51@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Twitter is rolling out 30-second video right now, to grab a piece of the video content pie.
  52. 52. All Rights Reserved © Ethology, Inc. 52@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  53. 53. All Rights Reserved © Ethology, Inc. 53@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology And What About These! I’ve Tried Them
  54. 54. All Rights Reserved © Ethology, Inc. 54@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Johnny Don’t Read. Find a way to tell your story with video.
  55. 55. All Rights Reserved © Ethology, Inc. 55@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  56. 56. All Rights Reserved © Ethology, Inc. 56@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 5. Paid Social as Important as Organic
  57. 57. All Rights Reserved © Ethology, Inc. 57@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Free Lunch is Over. Most social platforms are public companies, meaning they are legally responsible for their success, not yours.
  58. 58. All Rights Reserved © Ethology, Inc. 58@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  59. 59. All Rights Reserved © Ethology, Inc. 59@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology History Will Repeat Itself. Organic reach on Pinterest and Instagram will be eroded too, because Facebook has proven it will work.
  60. 60. All Rights Reserved © Ethology, Inc. 60@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  61. 61. All Rights Reserved © Ethology, Inc. 61@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  62. 62. All Rights Reserved © Ethology, Inc. 62@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 6. Owned Social Comes Roaring Back
  63. 63. All Rights Reserved © Ethology, Inc. 63@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  64. 64. All Rights Reserved © Ethology, Inc. 64@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  65. 65. All Rights Reserved © Ethology, Inc. 65@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  66. 66. All Rights Reserved © Ethology, Inc. 66@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology
  67. 67. All Rights Reserved © Ethology, Inc. 67@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 7. Search Teams Up
  68. 68. All Rights Reserved © Ethology, Inc. 68@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology SEO Philosophy: Search in its Simplest Form Research Measuring Performance Tactical Execution
  69. 69. All Rights Reserved © Ethology, Inc. 69@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology SEO Philosophy: Search was… Keyword Research Keyword Usage Page elements: Titles, headings, meta, body copy, links including anchor Keyword Rankings *Keyword data via analytics Research Measuring Performance Tactical Execution
  70. 70. All Rights Reserved © Ethology, Inc. 70@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology SEO Philosophy: Search is… • Biz objectives • Social listening • User personas • Analytic insights • Keyword research by THEME • All of which feeds content strategy • Search • Content planning • Site hierarchy • Social posting • Display messaging • Email messaging • Local messaging • PPC AdGroups • Content focused media (Native) • Standard KPIs (real world) • Thematic performance (segmentation, attribution) Research Measuring Performance Tactical Execution
  71. 71. All Rights Reserved © Ethology, Inc. 71@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Modern SEO Ingredients: • 1 Part technical consultation • 1 Part thematic prioritization • 1 Part content strategy • 1 Part user experience • An overpowering amount of integration & coordinated execution across channels
  72. 72. All Rights Reserved © Ethology, Inc. 72@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Laser Break: Tattoo Removal #SaveTheBieb!
  73. 73. All Rights Reserved © Ethology, Inc. 73@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Nice Work Guys, We (Almost) Did It!
  74. 74. All Rights Reserved © Ethology, Inc. 74@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology 8. Local Gets it Right
  75. 75. All Rights Reserved © Ethology, Inc. 75@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Digital Market Share For most local searches, 3-7 Google My Business results appear in the SERP plus Yelp, YP & others in Natural Organic
  76. 76. All Rights Reserved © Ethology, Inc. 76@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Yet This Is What We Still See
  77. 77. All Rights Reserved © Ethology, Inc. 77@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Essential Listings Aggregators Secondary Listings Social Integration Local Search Platforms Syndication Tactical Integration Owned Paid Search Integration Location Page / SEO Integration
  78. 78. All Rights Reserved © Ethology, Inc. 78@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Top 8 Digital Trends We Love for 2015 1. Customer Experience is the Next Big Thing 2. Content Quality Over Quantity 3. Cooperative Content Takes Center Stage 4. Video Becomes De-facto 5. Paid Social Becomes as Important as Organic Social 6. Owned Social Comes Roaring Back 7. Search Teams Up 8. Local Gets it Right
  79. 79. All Rights Reserved © Ethology, Inc. 79@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Discussion: Where’s Your Biggest Opportunity? Customer Experience Content Quality (v. Quantity) Cooperative Content Video Becomes De-facto Paid Social Owned Social Search Teams Up Local Gets it Right8 7 6 5 4 3 2 1
  80. 80. All Rights Reserved © Ethology, Inc. 80@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Questions CX Content Video Paid Social Local Owned
  81. 81. All Rights Reserved © Ethology, Inc. 81@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Thank You, Cheers!
  82. 82. All Rights Reserved © Ethology, Inc. 82@MikeCorak @SEMpdx @Ethology #DigitalLove15 Ethology Noteworthy Sources http://www.clickz.com/clickz/column/2390743/the-5-trends-that-really-matter-for-marketers- in-2015 http://www.freshconsulting.com/top-uiux-trends-2015/ http://www.toprankblog.com/2014/05/digital-marketing-2015/ http://www.emarketer.com/Webinar/Key-Digital-Trends15-Things-Know-2015/4000098 http://www.slideshare.net/dannysullivan/the-changing-landscape-of-search http://www.clickz.com/clickz/news/2386939/digital-marketing-trends-to-watch-out-for-in- 2015 http://moz.com/blog/10-predictions-for-the-marketing-world-in-2015 http://www.business2community.com/seo/seo-best-practices-trends-2015-01142021

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