Your roadmap to maximize opportunities with 2021 digital trends In this webinar, Milestone experts Anil Aggarwal and Erik Newton will discuss key 2021 digital trends. The audience can use these trends to shape their comprehensive marketing for when business returns to normal. Key topics they will address: • Top macroeconomic trends for 2021 • Digital transformation and how to leverage all the opportunities aligned with it • Key steps to adapt to deliver better digital experiences • Mobile, local, and page load speed • Content security, compliance, and trust • Technologies that will be key in 2021 – Entity, Schema, Speed, and Core Vitals

1. MilestoneInternet.com | +1 408-200-2211
Be everywhere your
customers are
2021 Business and Digital
Marketing Trends
We will record the webinar and make the
recording and deck available to attendees

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2
Your Speakers
Erik Newton
VP of Marketing
Milestone Inc
Anil Aggarwal
CEO
Milestone Inc
https://www.linkedin.com/in/eriknewton/
https://www.linkedin.com/in/anil-aggarwal-5a5551/

3. Agenda
1. Digital Transformation
2. Digital Experience
3. Digital Discovery
4. Corporate Character
4 Areas of Focus Today

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About Milestone
CMS
Schemas
AMP
FAQ Manager & Voice Search
Local &
Reviews
Insights
Analytics
Milestone Presence Cloud
Design & UI
Content
Marketing
SEO
Paid Media
Local
Analytics & BI
Omnichannel Services
We help you organize and amplify your digital information to reach the right audience
Hospitality • Restaurants • Retail • Finance • Automotive • Healthcare • Technology

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The World Economy Will Grow Again
• Vaccines
• Stimulus
• Recovery
• Pent-up demand
• US GDP
• Q3 up 31%
• Q4 up ~4.5%
• 2021 predicted +4.3 to 4.8%

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Digital Transformation Accelerates
Digitize
Innovate, optimize
Adopt and adapt

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What Does Digital Transformation Look Like?
• Paper documents to digital
• Open houses to online house shopping
• Menus to QR codes
. . . in-person conferencesto virtual
conferences
• Tellers to ATMs to online banking
• Offices to remote working
• Ink signature to e-signature

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What Could Digital Transformation Mean to This Audience?
Digital Discovery
Digital Experience
How people find you
How people interact with your online persona

10. Digital Experience

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Digital Customer Experience Is King
• 61% of marketing departments have pivoted resources toward
improving customer-facing digital interfaces
• 56% are changing their business models to focus on digital
opportunities,
• 35% of prepared CMOs completely changing the customer
experience in reaction to the pandemic
Areas to focus on
• Customer journey
• Touchpoints, UX/UI
• Engagement
• Consistent messaging

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Upgrade Digital Presence to Tell Your Story with More Images and Rich Content

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Video Consumption Will Strengthen Further
Mobile share will exceed 60% in most B2C
industries by Fall 2021, think mobile+video
Video, Visual,Voice: V3
Saturate the SERP
Invest in your YouTube channel

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Mapping Content Strategy to Customer Journey
Transactional Intent
Navigational Intent
Informational Intent
“what, why, and how” “About the brand” “Buy”
Category Pages
How-to
Recipes
Tools
FAQs
Locations
Services
Customer service
info
Brand Information
Product Pages
Videos
Property
information
Specials
Packages
KNOW EXPLORE BUY
Greatest opportunity for growth - reach and awareness phase
Informational Intent
80%
Navigational Intent
10%
Transactional Intent
10%

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FAQ Manager Optimizes for Voice and Conversational Search

16. Enhanced Mobile Experience
✓ Even if conversion is not on
mobile, discovery and
purchase decision could be
on mobile
✓ Mobile-only indexing
✓ AMP - ultra-fast mobile
website

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Speed Is Critical
• Google’s best practice is to have a speed index
under 3 seconds. Where does your site fall?
• https://www.machmetrics.com/speed-blog/average-page-load-
times-for-2020/
• https://www.nngroup.com/articles/the-need-for-speed/
• CPUs are 40X faster than 7
years ago
• Bandwidth is 4X faster than
7 years ago
• Mobile web pages were 2X
SLOWER in 2019
• A 10% decrease in bounce and conversion
is the same as 10% more new visitors

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Core Web Vitals: Focus on User Experience
Google’s new criteria for judging page experience
and it will be a ranking factor in May
Increase in customers’
willingnessto pay
Reduce likeliness to
switch brands
Increase in likelihoodto
recommend a product
15.8%
14.4% 16.6%
- Chromium Team
- Forrester Research
Page load speed, interactivity, and visual
stability enhance user experience
With great Core Web Vitals:
24% less likely to abandon sites

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Security, Connectivity, Reliability & Availability
Connecting with
your customers
through various
online channels
Cloud
Infrastructure
HTTPs,
SSO, ISO
Real-time
dashboards
Key to maintain customer relationships

20. Digital Discovery

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Technology Elements to Drive the Digital Discovery and Experience
02
03
04
05
06
01
Analysis: 5%
Competitor analysis, setting and tracking
success KPIs, setting up reporting dashboards
& analyzing performance for refining strategy
Content Distribution: 10%
Google My Business and Knowledge Panel
optimization and content amplification.
Technical SEO: 15%
Improvingsite speed, mobile friendliness,
site architecture and fixing technical SEO errors
improves crawlability and indexability.
Intent-Based Content: 30%
FAQs,Enhancing under-performing
content and creating new content
AMP: 10%
Accelerated Mobile Pages (AMP) create the
fastest mobile experience,consistently improving
mobile visibility and traffic by 15% or more.
Schemas: 30%
Nested and advanced schemas, deployed
through the cloudenhance findability
and context of your content

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Organic Search Discovery: Entity Is the Way to Ensure Consistent Presence
Across All Your Channels
BERT
Conversational
Schemas
FAQs
Newer Schema Entities
• Special announcement
• Online events
• Temporary hours
• Cleaning protocols
• FAQs
• HowTos
https://player.vimeo.com/video/481492550

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Schemas Drive Rich Results and Enhanced SEO Visibility
• Help search engines find,
associate, and store your info
in the knowledge graph
• Enables search engines to
understand website content
• Impacts SEO, rich snippets,
FAQs, voice search
Rich Snippets / Featured Snippets / Position "0" Rankings
• Schema can improve existing content visibility by
about 25% in the shortterm
• With Milestone’s Schema Manager,schema can be
deployed with almost no dev resources

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Milestone Schema Research
Data source: Cross-industry sample of 1620 websites analyzed in April and May 2020
• Sites with advanced schema outperform sites without schemas 2-3X
• Only small number of schema success stories visible on Google
39%
Schema Errors
59%
No Schema
95%
8 Schema Types
97%
Missing Error
Free Advanced
Schemas

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Digital Discovery: Local Searches Have the
Most Purchase Intent by Far
• Local search intent in 53% of 2 trillion
searches
• 80% of people feel more committed to help
community and local businesses
• 81% of small business searches unbranded
queries
• More than 10 important new features added
to Local in 2020
• Voice search does surface information from
GMB, Bing, Yelp

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Paid Search Conversions Rebound with Holiday Promotions
• Paid search conversion returned to 90% of pre-COVID levels

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Corporate Character and Authenticity
Will Matter More
• What 72M Millennials think will matter more
• Companies that do the right thing will acquire
and retain customers better

28. Key Takeaways
1. Be hopeful and prepared,growth is on the way
2. Proactively accelerate your digital transformation
3. Use technology to improve discovery
4. Optimize the digital experience, speed, UX, UI
5. Embrace images and videos
6. Plan to improve mobile, mobile speed, core vitals
7. Be a trustworthy steward of customer data
8. Partner with vendors that innovate and keep you ahead
9. Be authentic

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Special Offer, New Customer Experience Benchmark
• Download our new Core Vitals Benchmark research report
https://go.milestoneinternet.com/core-vitals-benchmark
If you want to discuss any of these trends, contact your CSM
or sales@milestoneineternet.com

30. Sign Up for a 2021 Readiness Audit
First 30 attendees* to register will get a
complimentary review and recovery
recommendations
• Technical SEO
• Schema
• Speed
• Local
• Core Vitals
* Available to first 30 to respond, not available
to agencies, consultants, or individuals
https://www.milestoneinternet.com/resources/request-audit

31. +1 408-200-2211
MilestoneInternet.com
Silicon Valley | Bangalore | Ahmedabad
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