Keeping up with the rapidly changing landscape of digital has always been a challenge for businesses regardless of the industry. To keep you ahead of the curve this SlideShare will provide you with the top 14 emerging trends that will impact the way your organisation operates in the digital space over the next 12 months. A few of the trends covered are: - The rise of mobile - Facebook's influence on apps - Differences in desktop and mobile user experiences - Adblocking technology - Where the big players are spending their money - What type content is relevant to today's audiences - SEO for voice search - Practical applications to get you started now - And, much, much more!

1. 14 Digital Trends You Need To
Understand For The Upcoming Year
David Lawrence, Co-Founder & Managing Director
www.thewebshowroom.com.au

2. #1
Mobile Has Arrived
…And Continues To Grow

3. In 2015 time spent on Smartphones grew by 22%
while time on desktops and tablets fell.
Time Spent On Mobile Has Exploded
Source: comScore

4. - Phones are made for ‘vertical’
- 75% of people 18-29 watch video on
their smartphone.*
- 6x more time spent vertical now than
5 years ago. **
- Snapchat: Vertical videos perform 9x
better.
- Apps/websites are vertical video ready
Vertical v Horizontal?
* www.pewinternet.org
** www.kpcb.com/internet-trends

5. Percentage Of Desktop vs Mobile
Website Visits In Key Industries
Source: Adobe.com

6. So… Which Device Matters?

7. • Google prioritises
mobile friendly
websites for mobile
search.
Mobile Is Vital For Organic Search
Source: Moovweb

8. • Prediction: 70% of
Digital Ad spend will
go to mobile by 2019.
Mobile Digital Ad Spend
Source: eMarketer

9. #2
Social Media Advertising Has
Grown In Size & Effectiveness

10. • 90% of time spent on
mobile is in apps.
Social Media Advertising
Source: Flurry

11. • People you know
• Lookalike audiences
• Location, age, gender, language, interests,
behaviours and more
• Facebook advertising regularly returns a
lower CPC & lower CPA
Facebook Ads

12. Top 4 Apps Are Owned By Facebook
Source: Mobile App Landscape – 2015 Q3 Report

13. #3
Voice Is Changing
How We Search

14. What Is Voice Search?
Source: https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better

15. Increases In Voice Search
Source: MindMeld

16. Who’s Using Voice Search?
Source: https://moz.com/blog/how-voice-search-will-change-digital-marketing-for-the-better

17. Google Says 20% of Mobile Queries
Are Voice Searches

18. What Does This Mean?
• Target longer, voice friendly keywords
• Target questions rather than keywords
• Expect to see more search with clearer intent
• Voice is 3 times more likely to be local based

19. #4
AdWords Is Getting More
Complex And Competitive

20. Cost per Click: Increasing
Complexity: Increasing
Competition: Increasing

21. Desktop Ads Are Different
• No Ads on
the RHS
• More Ads on
the top
• More Ad
extensions

22. Mobile Ads Are Different
• Be ‘in the moment’
relevant
• Ads are the screen
• Your Ad can dominate
the screen

23. Squeeze Pages Keep Performing

24. #5
Marketing Software
Is On The Rise

25. 2011:
100 companies
2012:
350 companies
2014:
947 companies
2015:
1,876 companies
2016:
3,874 companies
Marketing Technology Landscape

26. #6
The Number Of People Using
Ad Blockers Is Growing

27. 41% Increase In Ad Blocking Growth
Source: PageFair

28. There Are Now 198 Million Users
Source: Business Insider

29. What Does This Mean?
• It eats into, but does not destroy paid Ads
• AdWords is often not blocked
• Embrace native (or disguised) advertising
• Tracking codes, social media buttons and CTA’s
can also be blocked

30. #7
Content Will Continue
To Grow In Importance

31. Persona =

32. The Facts
89% of B2B researchers use the internet
during the B2B research process.
Source: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
Buyers go through about 57% of the purchasing
process before ever talking to sales
Source: http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

33. People Want To See
A Variety Of Content
Source: HubSpot Research

34. #8
Video Will Continue To Find
New Ways To Be Effective

35. Video Engagement Grew By 255%
Source: Shareablee

36. Snapchat Users Watch 10 Billion
Videos Per Day
Source: Statista

37. Video Is The Post Type Most Likely To
Reach Your Audience On Facebook
Source: http://www.socialbakers.com/

38. Video Engages And Influences

39. #9
Website Referral Traffic
Has Changed

40. Facebook Sends More Referral
Traffic To Publishers Than Google
Source: Business Insider

41. #10
The Decision Makers
Are Changing

42. 73% Of 20-35 Year Olds Are Involved
In B2B Purchasing Decisions
Source: Sacunas – B2B Report Millennials

43. #11
SEO Is Harder Than Ever
(But Continues To Deliver ROI)

44. New Look To SERPs

45. RankBrain: 3rd Most Important Signal

46. You Have To Be Relevant
Source: Moz.com

47. Don’t Rely On SEO Alone
• SEO
• AdWords
• Social Media
• Email Marketing
• Remarketing
• CRO

48. #12
Competition Is Rising

49. More Money Is Being Spent
Source: eConsultancy

50. Thrive By Being Smarter
• Understand ROI for each channel
• Experiment with your current channels
• Try new channels

51. Do More With Your Traffic (CRO)

52. #13
Contact Databases
Are Growing In Value

53. The Buyer Journey Is Complex

54. Give People A Reason
To Leave Their Details

55. Nurture Them With Email Marketing
Source: Econsultancy

56. Stalk Them Around The Internet

57. Personalise Content
Personalisation Token

58. #14
Where The Big Players
Spend Their Money Is Changing

59. Budget Allocation
Source: Marketing Charts

60. Co-founder and Managing Director
dlawrence@thewebshowroom.com.au
David Lawrence
Thank You
Ph: 1800 981 442
www.thewebshowroom.com.au