10 Digital Marketing Trends for 2017
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The following was presented by Alex Ioanna, Tyler Brown, and Caitlin Boroden at the 2017 BlogPaws Conference in Myrtle Beach, SC.
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10 Digital Marketing Trends for 2017
- 1. DragonSearch Caitlin Boroden @caitlinboroden Tyler Brown @_ _tylerbrown Alex Ioanna @AlexanderIoanna 10 Digital Marketing Trends for 2017
- 2. #1 - Live Stream
- 3. Social Media is constantly changing & adapting to their users
- 4. A History
- 5. 2011 | YouTube Live
- 8. 2016 | Facebook, Instagram & Twitter Live
- 9. Users crave authentic, off-the-cuff & in-the-moment content. Live video does this.
- 10. Shelters do this well. Animal Cams.
- 11. Zoos are taking part.
- 12. Even BlogPaws!
- 13. Is this just a fad?
- 14. I don’t think so. More video content is uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years.
- 15. #2 - VR [Virtual Reality]
- 16. A.K.A - Proceed With Caution
- 18. Untethered • Easy to Use • Lightweight • Easily Transportable • Full Range of Movement • Relatively Inexpensive
- 19. Tethered
- 20. Tethered • Higher Quality • More Convincing VR Experiences • Ideal for Gaming • Often have Built-In Mics and Headphones
- 24. But What Does it Mean to Us? • New content ideas • Creative use of videos • Ability to show in-depths tours
- 29. #3 - Mobile
- 30. Over 50% of smartphone users grab their smartphone immediately after waking up Express Pigeon, 2014
- 33. 57% of users say they won’t recommend a business with a poorly designed mobile site. CMS Report, 2015
- 34. Google’s Mobile Friendly Testing Tool
- 37. By 2019, mobile advertising will represent 72% of all US digital ad spending. Marketing Land, 2015
- 43. #4 - Voice Search
- 44. 55% of teens & 41% of adults use voice search more than once a day
- 45. More & More Voice Activated Devices
- 46. Google says 20% of mobile queries are voice searches.
- 47. “Call Mom”
- 48. How Voice Search is Being Used • A study by Meeker cites that 61% of users state the primary reason they use voice is the utility of it when their hands or vision are occupied. • Other reasons include: faster results, difficulty typing on certain devices, they’re fun/cool, and to avoid confusing menus.
- 49. Primary Setting for Voice Usage
- 50. Third Party Integrations • Uber • Pandora • OpenTable • Spotify • WhatsApp • Ticketmaster
- 51. Voice Search • More conversational, longer, nuanced, and more specific and question based.
- 52. To DOs • Develop Content with a Conversational Tone • Think about how people are likely to phrase queries aloud. • Make sure your site can answer question based queries.
- 53. #5 - Google AMP
- 54. AMP = Accelerated Mobile Pages Open-source initiative aiming to make the web better for all.
- 59. Why AMP?
- 60. For the first time this summer, more Google searches were completed on mobile devices than desktop computers Amit Singhal, August 2015
- 61. Google AMP pages use 10x less bandwidth.
- 62. Google AMP pages load 4x faster.
- 64. Implementation
- 65. #1 Formulate Post into AMP HTML Page <!doctype html> <html amp lang="en"> <head> <meta charset="utf-8"> <script async src="https://cdn.ampproject.org/v0.js"></script> <title>Hello, AMPs</title> <link rel="canonical" href="http://example.ampproject.org/article-metadata.html" /> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1"> <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "NewsArticle", "headline": "Open-source framework for publishing content", "datePublished": "2015-10-07T12:02:41Z", "image": [ "logo.jpg" ] } </script> <style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-ms-animation:-amp-start 8s steps(1,end) 0s 1 normal both;animation:-amp-start 8s steps(1,end) 0s 1 normal both}@-webkit- keyframes -amp-start{from{visibility:hidden}to{visibility:visible}}@-moz-keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}@-ms-keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}@-o-keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}@keyframes -amp- start{from{visibility:hidden}to{visibility:visible}}</style><noscript><style amp- boilerplate>body{-webkit-animation:none;-moz-animation:none;-ms- animation:none;animation:none}</style></noscript> </head> <body> <h1>Welcome to the mobile web</h1> </body> </html>
- 66. <style amp-custom> /* any custom style goes here */ body { background-color: white; } amp-img { background-color: gray; border: 1px solid black; } </style> #2 Modify Your Presentation & Layout
- 69. There’s a Wordpress Plugin for that!
- 70. Wordpress Plugins AMP by Automattic or AMP for WP
- 71. #6 - Google’s Answer Box
- 72. What is Google’s Answer Box, and Why is it So Important?
- 73. I Have to Ask... How many of you have turned to Google when searching for an answer? How many of you have found an answer to your search query right away at the top of the search results?
- 74. The human attention span has decreased from 12 second to eight seconds in the last 13 years. Microsoft
- 75. We Want Quick and Accurate Answers, Google! The Answer Box - Provides a short snippet of relevant content that a user can quickly read without having to scroll through an article.
- 76. What You Can See in Answer Boxes • Word definitions • Cooking recipes • Directions • Nearby attractions • The weather • Step-by-step how-to guides
- 77. My Search: How many breeds of horses exist?
- 78. How Do I Get Featured? 1.It’s all about optimizing your content 2.Keep these points in mind when creating new pieces of content: – Identify Popular Search Queries – Format Your Content for SEO – Use SEO Best Practices
- 79. 1. Identify Popular Search Queries What We Like to Use: Keyword Planner, SEMrush, and Google’s “Related Searches” and “People Also Ask” and/or
- 80. 2. Format Your Content for SEO You Can Help Google Read Your Content: • Include the question/query in article title • Add headers and subheaders • Sneak in the answer to your question in the beginning of the piece. (200-330 characters)
- 81. 3. SEO Best Practices Our Goal As Writers - To work with Google and encourage search engines to understand our content, while producing Answer Box results! • Optimize image file sizes, names, and ALT text Utilize subheadings and bullet points • Add cross-links • Build optimized URL structures • Add schema with Schema.org or Schema-Creator.org • Read Formatting Your Blog Content for SEO on BlogPaws!
- 82. #7 - UX and CRO
- 83. UX and CRO - A Match Made in Heaven How to rank higher, see more conversions, and optimize your user experience
- 84. What is UX? User Experience (UX) - Analyzing how easily visitors can navigate through your website. • Do links work? (internal links, social media buttons) • Is there a site search option? • How can users contact you? (phone number, email) • What are the potential physical needs of the visitor (poor vision, blind, deaf, etc.) • Is the top navigation and footer easy to use? • Is it obvious what your business does? • Is the content formatted correctly? (scannable text, high quality images & videos) • Do popups exist? Remember: Mobile popups can be penalized by Google! • What colors are you using? How do they add to the user’s emotional state?
- 85. What are Your Users up to? How to Track Usability • Testing the efficiency and navigation level of your website with people outside of your business. • Lucky Orange, Hotjar Heat Mapping
- 86. What is CRO? Conversion Rate Optimization (CRO) - Encourage visitors to take actions that meet business goals. • Email sign ups • Form fills • Subscribe to newsletters • Build trust content - like an About Us page • Encouraging in-line CTA’s • Is your content action- oriented?
- 87. How to Measure CRO Testing two versions of a page against each other to see what works better in driving key actions. • A/B Testing • Google Analytics • Google Tag Manager • Google’s Mobile-Friendly Test Remember: Different conversion strategies for large ecommerce sites, small businesses, and bloggers varies depending on your goals.
- 88. UX and CRO - The Strategy Look at your website as a product. Proper Website Design + Optimized Content + Complete CTA’s = Friendly User Experience AND Conversions!
- 89. UX and CRO - The Strategy What YOU Can Do: • Check out your competitors • Develop a content strategy – social media – query-driven blog – website content • Small businesses: Local Search • Test your site functionality on desktop & mobile – Google Search Console
- 90. #8 - Paid Social Trends
- 95. Make sure it works for you! Not all platforms are going to work for everyone
- 96. • B2B companies Who Should use LinkedIn
- 97. New Ad Types Sponsored InMailLead Ads
- 98. Who Should use Snapchat •Companies promoting events/conference participation
- 100. Who Should use Facebook/Instagram • B2B • Ecommerce • Nearly anyone who wants to make money
- 101. Ad Types: Facebook & Instagram Dynamic Product Ads
- 105. #9 - Programmatic Buying
- 107. Programmatic Buying is….. • ...the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. • ...automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context.
- 108. It’s using a machine to buy ads
- 109. Why Programmatic is Great • Real-Time Bidding • Exceptional Targeting • Data Driven Decisions • Premium Ad Inventory • Control Over Spend & Reach • Sales Funnel Control
- 110. Real Time Bidding
- 111. Targeting The ability to reach the right audience with the right message at the right time.
- 113. Premium Ad Inventory • Defined by your targeting, you will be able to get your ad placed within the most premium ad space/inventory available. • You will have insight to those websites as well.
- 114. Control Over Spend and Reach
- 115. Sales Funnel Control
- 117. Top Places to Buy Programmatically
- 118. #10 - Social Communities
- 119. Social Communities: You’re In! What makes a Social Community? • Original Discussions on a Common Platform about a Common Interest • Personal and cultural values • Business goals • Desire to share and learn new things
- 120. Your Community, Your BlogPaws
- 121. Getting Engaged in a Social Learning Community For Business Owners • Platforms like TalkWalker allow you to see who is mentioning your brand • Explore keywords and phrases in your industry • Build a social media content strategy • Host webinars, educational classes, speaking engagements, attend conferences
- 122. Getting Engaged in a Social Learning Community For Bloggers • Partake in social media chats - like BlogPaws’ Twitter chat • Get your own conversation going – be consistent! • Perfect link building strategies • Build a social media content strategy
- 128. THANK YOU! Caitlin Boroden @caitlinboroden Tyler Brown @_ _tylerbrown Alex Ioanna @AlexanderIoanna DragonSearch Fido @dsfido https://www.dragonsearch.com/pets/
Editor's Notes
- Do we want our handles on there too? Just DS? Thoughts? I just grabbed some random template option. Gulnar can totally have fun with it.
- YouTube has been offering live streaming since 2011 (before it was cool, in their words.) During the Royal Wedding in 2011, millions tuned in on YouTube to watch events unfold live. While Felix Baumgartner leapt from space in 2012, one-sixth of internet users looked on. More recently, Periscope and Meerkat were released in 2015 as live-stream-only social media apps. Periscope grew quickly, gaining 10 million users in its first four months. Periscope was then acquired by Twitter. Meerkat did not do quite as well and shut down in 2016. In December of 2015, Facebook officially released its live video feature to the public. In December of 2016, Instagram followed suit and released their very own live stories feature. That same month, Twitter launched its own live video feature (powered by Periscope.) YouTube, who we know has been live-broadcasting on desktop for six years now, is working on integrating a live-stream feature into their mobile app! - See more at: http://www.glacial.com/blog/detail/2017/02/09/going-live-the-shift-in-social-media.html#sthash.1isxTrXP.dpuf
- Shut down October 2016.
- http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.EgVpN7A
- http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.EgVpN7A
- http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.EgVpN7A
- http://mediakix.com/2016/08/facebook-video-statistics-everyone-needs-know/#gs.EgVpN7A
- https://blog.hubspot.com/marketing/video-marketing-statistics#sm.00001jnz74btpudygz1d9kbkhfcq6
- http://searchengineland.com/voice-search-explosion-will-change-local-search-251776
- https://googleblog.blogspot.com/2014/10/omg-mobile-voice-survey-reveals-teens.html
- In 2013, Google’s platform had a word recognition accuracy rate of below 80 percent, according to Meeker’s figures. Just a couple of years later, that rate rose above 90 percent. Baidu now exceeds a 95-percent accuracy rate. Yet Andrew Ng, chief scientist at Baidu, stated that there is still significant improvement to make — that 99-percent accuracy is a game-changer. He believes 99 percent will make the difference between people barely using it and people using it all the time. At the current pace of improvement, we will get there soon.
- In 2013, Google’s platform had a word recognition accuracy rate of below 80 percent, according to Meeker’s figures. Just a couple of years later, that rate rose above 90 percent. Baidu now exceeds a 95-percent accuracy rate. Yet Andrew Ng, chief scientist at Baidu, stated that there is still significant improvement to make — that 99-percent accuracy is a game-changer. He believes 99 percent will make the difference between people barely using it and people using it all the time. At the current pace of improvement, we will get there soon. http://searchengineland.com/voice-search-explosion-will-change-local-search-251776
- In 2013, Google’s platform had a word recognition accuracy rate of below 80 percent, according to Meeker’s figures. Just a couple of years later, that rate rose above 90 percent. Baidu now exceeds a 95-percent accuracy rate. Yet Andrew Ng, chief scientist at Baidu, stated that there is still significant improvement to make — that 99-percent accuracy is a game-changer. He believes 99 percent will make the difference between people barely using it and people using it all the time. At the current pace of improvement, we will get there soon. http://searchengineland.com/voice-search-explosion-will-change-local-search-251776
- https://googleblog.blogspot.com/2014/10/omg-mobile-voice-survey-reveals-teens.html
- Do we want to number them?
- https://googleblog.blogspot.com/2014/10/omg-mobile-voice-survey-reveals-teens.html
- http://searchengineland.com/voice-search-explosion-will-change-local-search-251776
- http://searchengineland.com/voice-search-explosion-will-change-local-search-251776
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