- How you can prioritize marketing channels specifically for your type of activities - How to measure the effectiveness of target marketing channels - Why data-driven marketing is so important for your strategy

1. THE MOST EFFECTIVE
MARKETING CHANNELS
TO BOOST YOUR BUSINESS
IN 2019
ANNA KOCHEGURA
MARKETING & COMMUNICATIONS MANAGER, SEMRUSH

2. «Viewing the experience through the eyes of your customer,
orchestrating the customer experience across all channels
so that it is seamless, integrated, and consistent»
ERE OF OMNICHANNEL
DIGITAL MARKETING
@realMarynah@anna_kochegura

3. 3 PILLAR CHANNELS OF 2019
CONTENT
MARKETING
VIDEO
MARKETING
MOBILE
SEO
@realMarynah@anna_kochegura

4. 3 PILLAR CHANNELS OF 2019
CONTENT
MARKETING
VIDEO
MARKETING
MOBILE
SEO
@realMarynah@anna_kochegura

5. More than 50% of the traffic
on the web comes from mobile
Statista
Average conversion rate
on a smartphone is 64% higher
RedEye
58% of searches are from mobile
SEMrush
@realMarynah@anna_kochegura

6. SHARE OF ONLINE SEARCHES
INITIATED ON A MOBILE DEVICE,
BY INDUSTRY
72
% 68
%
68
% 64
%
62
%
62
% 56
% 52
% 48
% 42
%
39
%
FOOD &
BEVERAGE
HEALTH SPORTS NEWS &
MEDIA
LIFESTYLE AUTO RETAIL TRAVEL REAL
ESTATE
ENTERTAIN-
MENT
BANKING
(recent Hitwise report)
@realMarynah@anna_kochegura

7. Sephora – Desktop vs. Mobile Site
@realMarynah@realMarynah@anna_kochegura
Mobile-Friendly Test
SEMrush Site Audit

8. Speed
is now a ranking factor
for mobile search
AMP pages
load 85% faster
than regular pages
@realMarynah@anna_kochegura

9. 95.95% of all SERPs have SERP features
@realMarynah
Local Pack Reviews Featured Snippet
@realMarynah@anna_kochegura

10. 3 PILLAR CHANNELS OF 2019
MOBILE
SEO
VIDEO
MARKETING
CONTENT
MARKETING
@realMarynah@anna_kochegura

11. CONTENT MARKETING IN 2019 is ABOUT
BRAND
STORY-
TELLING
USER-
GENERATED
CONTENT
INSPIRING
SUCCESS
STORIES
VIRTUAL
REALITY
@realMarynah@anna_kochegura

12. BRAND
STORY-
TELLING
INSPIRING
SUCCESS
STORIES
92% of consumers want brands
to be advertised as a STORY - One Spot
@realMarynah@anna_kochegura

13. USER-
GENERATED
CONTENT
VIRTUAL
REALITY
76% of consumers believe that UGC is more
trustworthy than brand advertising - Olapic
@realMarynah@anna_kochegura

14. 3 PILLAR CHANNELS OF 2019
CONTENT
MARKETING
MOBILE
SEO
VIDEO
MARKETING
@realMarynah@anna_kochegura

15. 62%
of Google searches contain VIDEO
Marketing Land
70%
of all creatives on Facebook will be
video-based by the end of 2020
Facebook
5 billion+ videos
are watched on YouTube every day
Omnicoreagency
@realMarynah@anna_kochegura

16. VIDEO TRENDS TO BOOST IN 2019
360°
VIDEOS
LIVE
VIDEOS
PODCASTS VLOG
@realMarynah@anna_kochegura

17. VLOG
PODCASTS
Podcast listeners are more likely
to follow brands on social media - Podcasts Insights
TRAVEL FOOD
BEAUTY FASHION
LIFESTYLE
PERSONALITIES
@realMarynah@anna_kochegura

18. 360°
VIDEOS
LIVE
VIDEOS
80% of users prefer to watch a live broadcast
from the brand than read a blog - Livestream
2.3+ BILLION 1+ BILLION
SPORTS BEAUTY
CELEBRITIES PERFORMANCE
NATURE
@realMarynah@anna_kochegura

19. MARKETER BATTLE PLAN FOR 2019
CONTENT
MARKETING
MOBILE
SEO
VIDEO
MARKETING
MOBILE-
OPTIMIZED
PAGE
SPEED
SERP
FEATURES
VLOGLIVE
360 PODCASTSUGC
STORYTELLING
VR
@realMarynah@anna_kochegura

20. What’s next?
DATA-DRIVEN MARKETING APPROACH
“Marketing without data is like driving with your eyes closed.”
Dan Zarrella, Social Media Scientist
@realMarynah@realMarynah@anna_kochegura

21. @realMarynah
KEY METRICS
@anna_kochegura
USER BEHAVIOR
Unique visits
Bounce rate
Traffic source
Pages per session
ENGAGEMENT
Likes / views
Shares / comments
Mentions
PR publications
SEO RESULTS
Organic traffic
Keywords
Backlinks
Dwell time

22. THE MOST EFFECTIVE
THANK YOU!
Děkuji!
TO BOOST YOUR
BUSINESS
IN 2019
@realMarynah@anna_kochegura

23. THE MOST EFFECTIVE
CONTACT
TO BOOST YOUR
BUSINESS
IN 2019
Anna Kochegura
Marketing & Communications Specialist
Twitter: @anna_kochegura
E-mail: a.kochegura@semrush.com
@realMarynah@anna_kochegura