This document outlines key digital marketing trends for the year, emphasizing the importance of adapting to rapid changes in the landscape. Major trends include leveraging social media's dark funnel, influencer marketing, video usage, marketing automation, measuring content ROI, and the necessity of paid social media advertising. Actionable insights are provided to help businesses effectively integrate these trends into their marketing strategies.

1. Digital Marketing Trends

2. Why?
The purpose of this presentation is to provide
you with our observations about some of the
biggest trends we are anticipating in digital
marketing this year. We believe these are critical
trends every business needs to consider when it
comes to digital marketing.
Keeping up with the frantic pace of change in
digital media is difficult, that’s why we have
provided you with realistic insight and practical,
actionable ways to help you outperform your
peers and integrate sustainable innovations into
your planning.

3. Trend #1- Social Media and the Dark Funnel
http://dgtl.bz/DarkFunnel

4. Action - Social Media and the Dark Funnel
● Develop an off-site customer journey
● Understand the performance of each step of your customer journey in
each channel
● Track performance using a smart url service, such as Kontexturls

5. Trend #2 - Influencer Marketing
● Drives 11x more ROI vs all other forms
of digital media
● Influencers help to reach your audience
through their engaged followers
● We look to influencers for help on
purchases and decisions even within
our network
● Your employees are an untapped
influencer network

6. Action - Influencer Marketing
● Create a list of influencers who mirror your
target audience
● Be sincere and clear with why you want the
influence to be part of your marketing
● Influencers can earn six to seven figure yearly
incomes based on followers and engagement
● Be ready for rejection
● Track each influencer to understand how they
impact your sales or awareness

7. Trend #3 - Video
http://dgtl.bz/SnapchatStats
● 92% of mobile video consumers share
videos with others
● Live video is emerging as a growing trend
● Facebook video ads is the most engaging
content
● An estimated 79% of internet traffic will be
video content by 2018
● Snapchat receives 10 billion daily video
views

8. Action - Video ● Create video content from your existing blogs
or images
● Host live video sessions with your product
developers, knowledge experts or give
demonstrations
● Use Instagram stories to show unique moments
● Invest in videos that will have longevity that are
evergreen
● Spend less on videos that will change or have a
shorter shelf life

9. Trend #4 Marketing Automation
● Time to yield powerful results with
marketing automation
● “80% of marketing automation users
saw their number of leads increase and
77% saw the number of conversions
increase.” - Venturebeat
● 63% of companies outsource all or part
of their marketing automation strategy
planning. – Ascend2 “Marketing
Automation Trends Survey” (2016)

10. Action - Marketing Automation
● Invest in marketing automation software to drive better leads
● Supercharge your content marketing efforts to support your inbound
marketing
● Use marketing automation to save time
● Increase customer engagement and improve timely communications
● Increase opportunities including up-selling
● Marketing automation platforms for every budget

11. Trend #5 - Measuring Content ROI
70% of B2B and B2C marketers
plan to produce more content in
2017 than 2016. But only 20% of
marketers can measure the
success of their content.
- Content Marketing Institute

12. Action: Content Performance ROI
● Tracking content performance with web analytics is not sufficient
● Invest in a smart url tracker such as Kontexturls
OK BEST
Vanity Metrics:
Likes
Shares
Page views
Downloads or Subscribers
Channels by engagement: Does your content perform
best on Twitter or Pinterest?
Influencers by engagement: Which influencers are
driving traffic to your site?
Conversion rate by content: Tracking the effectiveness
of all of your content.

13. Trend #6: Pay for Play Social
● Social feeds no longer show content in a
chronological order making your brand
nearly invisible unless you are willing to pay
● On average, less than 2% of social content
shared on Facebook business pages is
seen by your fans
● Advertising on social media has become
key to digital marketing

14. Action:
● Supplement organic efforts with paid advertising of content to ensure it
reaches the right audience.
● Social media platforms provide detailed data on audiences which can
be hyper targeted
● Create your own revenue attribution model algorithm, measure and
optimize your social media efforts
● Understand what content resonates well with your audience and
achieves your objectives - lead generation, purchase, awareness, etc.

15. QUESTIONS?