10 Digital Marketing Trends for 2017

DragonSearch
Caitlin Boroden @caitlinboroden
Tyler Brown @_ _tylerbrown
Alex Ioanna @AlexanderIoanna
10 Digital Marketing
Trends for 2017

Social Media is constantly changing
& adapting to their users

2016 | Facebook, Instagram & Twitter Live

Users crave authentic, off-the-cuff &
in-the-moment content.
Live video does this.

Shelters do this well. Animal Cams.

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.

Untethered
• Easy to Use
• Lightweight
• Easily Transportable
• Full Range of Movement
• Relatively Inexpensive

Tethered
• Higher Quality
• More Convincing VR Experiences
• Ideal for Gaming
• Often have Built-In Mics and Headphones

But What Does it Mean to Us?
• New content ideas
• Creative use of videos
• Ability to show in-depths tours

Over 50% of smartphone users grab
their smartphone immediately after
waking up
Express Pigeon, 2014

57% of users say they won’t
recommend a business with a poorly
designed mobile site.
CMS Report, 2015

Google’s Mobile Friendly Testing Tool

By 2019, mobile advertising will
represent 72% of all US digital ad
spending.
Marketing Land, 2015

55% of teens & 41% of adults
use voice search more than once a day

More & More Voice Activated Devices

Google says 20% of mobile queries
are voice searches.

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.

Primary Setting for Voice Usage

Third Party Integrations
• Uber
• Pandora
• OpenTable
• Spotify
• WhatsApp
• Ticketmaster

Voice Search
• More conversational,
longer, nuanced, and
more specific and
question based.

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.

AMP = Accelerated Mobile Pages
Open-source initiative
aiming to make
the web better for all.

For the first time this summer,
more Google searches were
completed on mobile devices
than desktop computers
Amit Singhal, August 2015

Google AMP pages
use 10x less bandwidth.

Google AMP pages
load 4x faster.

#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>

There’s a
Wordpress Plugin
for that!

Wordpress Plugins
AMP by Automattic or AMP for WP

What is Google’s Answer Box, and
Why is it So Important?

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?

The human attention span has
decreased from 12 second to eight
seconds in the last 13 years.
Microsoft

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.

What You Can See in Answer Boxes
• Word definitions
• Cooking recipes
• Directions
• Nearby attractions
• The weather
• Step-by-step how-to guides

My Search:
How many breeds
of horses exist?

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

1. Identify Popular Search Queries
What We Like to Use:
Keyword Planner, SEMrush, and Google’s “Related Searches”
and “People Also Ask”
and/or

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)

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!

UX and CRO - A Match Made in Heaven
How to rank higher, see more conversions, and
optimize your user experience

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?

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

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?

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.

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!

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

Make sure it
works for you!
Not all
platforms are
going to work
for everyone

• B2B companies
Who Should use LinkedIn

New Ad Types
Sponsored InMailLead Ads

Who Should use Snapchat
•Companies promoting
events/conference
participation

Who Should use Facebook/Instagram
• B2B
• Ecommerce
• Nearly anyone who
wants to make money

Ad Types: Facebook & Instagram
Dynamic Product Ads

Ad Types (Facebook)
Collections

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.

It’s using a machine to buy ads

Why Programmatic is Great
• Real-Time Bidding
• Exceptional Targeting
• Data Driven Decisions
• Premium Ad Inventory
• Control Over Spend & Reach
• Sales Funnel Control

Targeting
The ability to reach the
right audience with the
right message at the
right time.

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.

Top Places to Buy Programmatically

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

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

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

●Our Favorite Resources
www.ampproject.org
www.ampproject.org/docs/get_started/create
support.google.com/webmasters/answer/6340290?hl=en
www.wpbeginner.com/wp-tutorials/how-to-properly-setup-google-amp-on-
your-wordpress-site/

live.fb.com
help.instagram.com/292478487812558
support.twitter.com/articles/20175092

searchenginewatch.com/2016/05/31/th
e-continuing-rise-of-voice-search-and-
how-you-can-adapt-to-it/

www.impactbnd.com/blog/mobile-marketing-statistics-for-2016
http://marketingland.com/digital-growth-now-coming-mobile-usage-
comscore-171505
http://www.smartinsights.com/mobile-marketing/mobile-marketing-
analytics/mobile-marketing-statistics/
https://www.forbes.com/sites/roberthof/2015/03/25/mobile-ad-revenues-
will-blow-past-desktop-ad-spend-by-early-next-year/#328f8533605d

https://www.superdataresearch.com/market-data/virtual-reality-
industry-report/
http://www.dnb.com/perspectives/marketing-
sales/programmatic-advertising-in-b2b-marketing-survey-
results.html
https://adwords.googleblog.com/
https://searchenginewatch.com/category/social/

THANK YOU!
Caitlin Boroden @caitlinboroden
Tyler Brown @_ _tylerbrown
Alex Ioanna @AlexanderIoanna
DragonSearch Fido @dsfido
https://www.dragonsearch.com/pets/

10 Digital Marketing Trends for 2017

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