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The 2018 State of
Digital Marketing
© SilverTech, Inc. 2017
YOUR HOSTS
Ian Hughes
Content Strategist, SilverTech
Samantha Maltais
Principal Strategist, SilverTech
1996
Founded
In 75+
Crew
members
80+
Average Active
Projects
Our Work
We believe in the Three C’s
Clients
Crew
Company
CMS
Content Management
Systems
MA
Marketing Automation &
Journey Management
CRM
Salesforce
PARTNERSTECHNOLOGY
SEAMLESS INTEGRATIONS SHARING DATA
Agenda
1. Report Overview & Key Findings
2. Resources, Challenges, & Top
Priorities
3. The Digital Marketing Foundations
of Effective Marketing Teams
4. Emerging Trends in 2018
Report Overview
& Key Findings
© SilverTech, Inc. 2017
01
The Seven Steps to Successful Persona Creation
Report Overview
For our third annual State of Digital Marketing Report, SilverTech surveyed 150 marketing leaders,
including 34 Directors of Marketing, 15 Marketing Managers, 11 Chief Marketing Officers, and 11
Digital Marketing Managers from 122 unique companies headquartered in 30 different states.
1 to 2 3 to 4 5 to 6 7 to 10 10 plus
Team Size
The Seven Steps to Successful Persona Creation
Report Overview
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Website Optimization (UX, A/B Testing)
Content Creation
Pay-Per-Click (PPC)
Marketing Strategy
CRM Implementation & Management
Marketing Automation
Internal Only Combination of Internal & Partner Resources Mostly Partner Resources
KEY FINDING
Small marketing teams are adopting the strategy
practices of their larger peers and competitors.
KEY FINDING
Marketing teams that rate their website presence
as “effective” are 2.8x more likely to have
redesigned their website or upgraded their content
management system (CMS) within the last year.
KEY FINDING
Marketing teams that rate their inbound marketing
as “effective” are 1.7x more likely to utilize a
marketing automation platform than marketing
teams that rate their inbound marketing as
“ineffective.”
KEY FINDING
Marketing teams that rate their social media
marketing as “effective” are 1.6x more likely to
utilize personas and 1.8x more likely to have
adopted a customer journey strategy than
marketing teams that rate their social media
marketing as “ineffective.”
Resources, Challenges,
& Top Priorities for 2018
© SilverTech, Inc. 2017
02
The Seven Steps to Successful Persona Creation
Resources, Challenges, & Top Priorities
0%
10%
20%
30%
40%
50%
60%
70%
Budget Constraints Team Resource
Constraints
Ability to Keep Up
With Latest Trends
Lack of Unified
Marketing Strategy
Large Team Small Team
Looking ahead to 2018, what are your organization’s top marketing challenges?
Large and Small Teams identified what they saw as challenges and/or major challenges
The Seven Steps to Successful Persona Creation
Resources, Challenges, & Top Priorities
When was the last time your organization went through a website redesign?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Within last 2 years Two or More Years ago
Large Teams Small Teams
The Seven Steps to Successful Persona Creation
Resources, Challenges, & Top Priorities
Of the following trends, which will be priorities for your organization in 2018?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Personalization One-
to-One
Mobile Presence
Optimization
Marketing
Automation
Social Media
Effectiveness
Large Teams Small Teams
MA
CRMCMS
The Seven Steps to Successful Persona Creation
Resources, Challenges, & Top Priorities
A look at the adoption and use of core marketing technologies
in large teams vs. small
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Went through a website
redesign or CMS upgrade in
past year
Actively use MA Actively use a CRM
Large Teams Small Teams
FOUNDATION SPOTLIGHT | MARKETING AUTOMATION
Marketing automation is not a passing trend. It is an
actionable and useful tool that, when implemented
and executed properly, can make measurable
impacts to an organization’s bottom line.
FOUNDATION SPOTLIGHT | MARKETING AUTOMATION
Marketing automation helps, “scale marketing
initiatives, deliver more personalized and targeted
communications, align with sales, and measure
which channels and programs are the most
effective.”
The Digital Marketing
Foundations of Effective
Marketing Teams
© SilverTech, Inc. 2017
03
The Seven Steps to Successful Persona Creation
Website Presence is “Effective”
Respondents were asked to rate the effectiveness of their website presence toward meeting their
business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize
personas.
Website Presence is Effective Website Presence is Ineffective
The Seven Steps to Successful Persona Creation
Email Marketing is “Effective”
Respondents were asked to rate the effectiveness of their email marketing toward meeting their
business goals. Those that rated their performance as “effective” were 1.5x more likely to utilize
personas.
Email Marketing is Effective Email Marketing is Ineffective
FOUNDATION SPOTLIGHT | PERSONAS
Personas are the foundation of personalized, one-to-
one communication. They are fictitious
representations of your audiences - who they are, what
they like, and most important, what they don’t like.
The Seven Steps to Successful Persona Creation
Digital Advertising is “Effective”
Respondents were asked to rate the effectiveness of their digital advertising toward meeting their
business goals. Those that rated their performance as “effective” were 1.7x more likely to utilize a
customer journey strategy.
Digital Advertising is Effective Digital Advertising is Ineffective
The Seven Steps to Successful Persona Creation
Social Media Marketing is “Effective”
Respondents were asked to rate the effectiveness of their social media marketing toward meeting their
business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize a
customer journey strategy.
Social Media is Effective Social Media is Ineffective
FOUNDATION SPOTLIGHT | CUSTOMER JOURNEY
A customer journey strategy is critical to creating an
optimized user experience (UX), one that removes
barriers and heightens usability.
FOUNDATION SPOTLIGHT | CONTENT STRATEGY
A documented content marketing strategy helps
drive strategic proactive, short-term, and long-term
content plans.
The Seven Steps to Successful Persona Creation
Inbound Marketing is “Effective”
Respondents were asked to rate the effectiveness of their inbound marketing toward meeting their
business goals. Those that rated their performance as “effective” were 2.2x more likely to utilize a
technology roadmap.
Inbound Marketing is Effective Inbound Marketing is Ineffective
The Seven Steps to Successful Persona Creation
SEO is “Effective”
Respondents were asked to rate the effectiveness of their Search Engine Optimization (SEO) toward
meeting their business goals. Those that rated their performance as “effective” were 1.9x more likely to
utilize a technology roadmap.
SEO is Effective SEO is Ineffective
FOUNDATION SPOTLIGHT | TECHNOLOGY ROADMAP
“When we are working with any type of organization
that is looking to do a long-term [web] rebuild or
digital transformation project, [the roadmap] is one
of the first things that we want to tackle.”
Jeff McPherson, Chief Digital Officer
Emerging Trends in 2018
© SilverTech, Inc. 2017
04
Micromoments
EMERGING TREND
KEY TAKEAWAY
“We're heading toward an age of assistance where,
for marketers, friction will mean failure, and mass
messages will increasingly mean move on.”
Google Think
Virtual Reality (VR) &
Augmented Reality (AR)
EMERGING TREND
Artificial Intelligence (AI) &
Machine Learning
EMERGING TREND
Source: HubSpot
KEY TAKEAWAY
“Machine learning and artificial intelligence have
phenomenal potential to simplify, accelerate, and
improve many aspects of our lives.”
Tony Bradley, Forbes
Chatbots
EMERGING TREND
SILVERTECH HEADQUARTERS
The Ash Street Schoolhouse
196 Bridge Street
Manchester, NH 03104
CALL US: 603.669.6600
EMAIL: info@silvertech.com

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The 2018 State of Digital Marketing

  • 1. The 2018 State of Digital Marketing © SilverTech, Inc. 2017
  • 2. YOUR HOSTS Ian Hughes Content Strategist, SilverTech Samantha Maltais Principal Strategist, SilverTech
  • 4. Our Work We believe in the Three C’s Clients Crew Company CMS Content Management Systems MA Marketing Automation & Journey Management CRM Salesforce PARTNERSTECHNOLOGY SEAMLESS INTEGRATIONS SHARING DATA
  • 5. Agenda 1. Report Overview & Key Findings 2. Resources, Challenges, & Top Priorities 3. The Digital Marketing Foundations of Effective Marketing Teams 4. Emerging Trends in 2018
  • 6. Report Overview & Key Findings © SilverTech, Inc. 2017 01
  • 7. The Seven Steps to Successful Persona Creation Report Overview For our third annual State of Digital Marketing Report, SilverTech surveyed 150 marketing leaders, including 34 Directors of Marketing, 15 Marketing Managers, 11 Chief Marketing Officers, and 11 Digital Marketing Managers from 122 unique companies headquartered in 30 different states. 1 to 2 3 to 4 5 to 6 7 to 10 10 plus Team Size
  • 8. The Seven Steps to Successful Persona Creation Report Overview 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Website Optimization (UX, A/B Testing) Content Creation Pay-Per-Click (PPC) Marketing Strategy CRM Implementation & Management Marketing Automation Internal Only Combination of Internal & Partner Resources Mostly Partner Resources
  • 9. KEY FINDING Small marketing teams are adopting the strategy practices of their larger peers and competitors.
  • 10. KEY FINDING Marketing teams that rate their website presence as “effective” are 2.8x more likely to have redesigned their website or upgraded their content management system (CMS) within the last year.
  • 11. KEY FINDING Marketing teams that rate their inbound marketing as “effective” are 1.7x more likely to utilize a marketing automation platform than marketing teams that rate their inbound marketing as “ineffective.”
  • 12. KEY FINDING Marketing teams that rate their social media marketing as “effective” are 1.6x more likely to utilize personas and 1.8x more likely to have adopted a customer journey strategy than marketing teams that rate their social media marketing as “ineffective.”
  • 13. Resources, Challenges, & Top Priorities for 2018 © SilverTech, Inc. 2017 02
  • 14. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities 0% 10% 20% 30% 40% 50% 60% 70% Budget Constraints Team Resource Constraints Ability to Keep Up With Latest Trends Lack of Unified Marketing Strategy Large Team Small Team Looking ahead to 2018, what are your organization’s top marketing challenges? Large and Small Teams identified what they saw as challenges and/or major challenges
  • 15. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities When was the last time your organization went through a website redesign? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Within last 2 years Two or More Years ago Large Teams Small Teams
  • 16. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities Of the following trends, which will be priorities for your organization in 2018? 0% 10% 20% 30% 40% 50% 60% 70% 80% Personalization One- to-One Mobile Presence Optimization Marketing Automation Social Media Effectiveness Large Teams Small Teams
  • 18. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities A look at the adoption and use of core marketing technologies in large teams vs. small 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Went through a website redesign or CMS upgrade in past year Actively use MA Actively use a CRM Large Teams Small Teams
  • 19. FOUNDATION SPOTLIGHT | MARKETING AUTOMATION Marketing automation is not a passing trend. It is an actionable and useful tool that, when implemented and executed properly, can make measurable impacts to an organization’s bottom line.
  • 20. FOUNDATION SPOTLIGHT | MARKETING AUTOMATION Marketing automation helps, “scale marketing initiatives, deliver more personalized and targeted communications, align with sales, and measure which channels and programs are the most effective.”
  • 21. The Digital Marketing Foundations of Effective Marketing Teams © SilverTech, Inc. 2017 03
  • 22. The Seven Steps to Successful Persona Creation Website Presence is “Effective” Respondents were asked to rate the effectiveness of their website presence toward meeting their business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize personas. Website Presence is Effective Website Presence is Ineffective
  • 23. The Seven Steps to Successful Persona Creation Email Marketing is “Effective” Respondents were asked to rate the effectiveness of their email marketing toward meeting their business goals. Those that rated their performance as “effective” were 1.5x more likely to utilize personas. Email Marketing is Effective Email Marketing is Ineffective
  • 24. FOUNDATION SPOTLIGHT | PERSONAS Personas are the foundation of personalized, one-to- one communication. They are fictitious representations of your audiences - who they are, what they like, and most important, what they don’t like.
  • 25. The Seven Steps to Successful Persona Creation Digital Advertising is “Effective” Respondents were asked to rate the effectiveness of their digital advertising toward meeting their business goals. Those that rated their performance as “effective” were 1.7x more likely to utilize a customer journey strategy. Digital Advertising is Effective Digital Advertising is Ineffective
  • 26. The Seven Steps to Successful Persona Creation Social Media Marketing is “Effective” Respondents were asked to rate the effectiveness of their social media marketing toward meeting their business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize a customer journey strategy. Social Media is Effective Social Media is Ineffective
  • 27. FOUNDATION SPOTLIGHT | CUSTOMER JOURNEY A customer journey strategy is critical to creating an optimized user experience (UX), one that removes barriers and heightens usability.
  • 28. FOUNDATION SPOTLIGHT | CONTENT STRATEGY A documented content marketing strategy helps drive strategic proactive, short-term, and long-term content plans.
  • 29. The Seven Steps to Successful Persona Creation Inbound Marketing is “Effective” Respondents were asked to rate the effectiveness of their inbound marketing toward meeting their business goals. Those that rated their performance as “effective” were 2.2x more likely to utilize a technology roadmap. Inbound Marketing is Effective Inbound Marketing is Ineffective
  • 30. The Seven Steps to Successful Persona Creation SEO is “Effective” Respondents were asked to rate the effectiveness of their Search Engine Optimization (SEO) toward meeting their business goals. Those that rated their performance as “effective” were 1.9x more likely to utilize a technology roadmap. SEO is Effective SEO is Ineffective
  • 31. FOUNDATION SPOTLIGHT | TECHNOLOGY ROADMAP “When we are working with any type of organization that is looking to do a long-term [web] rebuild or digital transformation project, [the roadmap] is one of the first things that we want to tackle.” Jeff McPherson, Chief Digital Officer
  • 32. Emerging Trends in 2018 © SilverTech, Inc. 2017 04
  • 34.
  • 35. KEY TAKEAWAY “We're heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean move on.” Google Think
  • 36. Virtual Reality (VR) & Augmented Reality (AR) EMERGING TREND
  • 37. Artificial Intelligence (AI) & Machine Learning EMERGING TREND
  • 39. KEY TAKEAWAY “Machine learning and artificial intelligence have phenomenal potential to simplify, accelerate, and improve many aspects of our lives.” Tony Bradley, Forbes
  • 41.
  • 42. SILVERTECH HEADQUARTERS The Ash Street Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com