Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin. Review this presentation to learn what works today and what you should be thinking about as we head into 2017. Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.

3. BIG
PICTURE
ANALYTICS

4. DATA DRIVEN LIFECYCLE MARKETING
OPTIMIZATION
Enhance the user journey and reduce user
abandonment through timely, targeted
interactions.
Improve interactions with customers on
different devices, focusing on a multi-step,
multi-channel process.
Combine 1st party data with analytics

5. ACCOUNT BASED MARKETING
Identifying and prioritizing your top-tier
accounts. It becomes much easier to gain
and analyze data by focusing solely on the
accounts that you know want to buy from
you and are a good fit for your provided
offering.
Becoming really targeted in the way you
sell will aid in capturing predictive analytics
and conversion rate optimization.

6. MARKETING AUTOMATION ADOPTION
IS GROWING
80% of marketing automation users saw
their number of leads increase, and 77%
saw the number of conversions increase
91% of the most successful users agree
that marketing automation is “very
important” to the overall success of their
marketing across channels

7. MOBILE ADVERTISING AND CROSS-
DEVICE OPTIMIZATION
Mobile is outpacing desktop-based ad
revenue.
Mobile ad revenue grew by more than 66
percent, while desktop was up just 5
percent.
Mobile devices account for 53% of paid-
search clicks. By 2018, the global
wearables market will reach $19 billion.

8. CUSTOMER DATA PLATFORMS AND
PREDICTIVE ANALYTICS
More automated grading based algorithms
will emerge to address the new economics
of data: processing and analyzing data at
greater volumes and frequency to uncover
new business insights and opportunities.
Companies will be more effective at
targeting their addressable market by
predicting new buyers that can convert and
convert well.

9. CONTENT

10. MEASURING CONTENT ROI
70% of B2B and B2C marketers plan to
produce more content in 2016 than the
previous year.
But only 20% of marketers can measure
the success of their content.

11. VIDEO
92% of mobile video consumers share
videos with others
live video is emerging as a growing trend

12. NICHE CONTENT WILL SUCCEED
With massive volumes of content being
created daily it’s getting more and more
expensive and time-consuming to create
content.
Successful marketers will direct their focus
towards narrower niches, personalized
content, more targeted channels, where
they’ll get lower volume but higher quality
engagement.

13. NATIVE ADVERTISING
70% of customers would rather learn about
new products and services through content
than blatant advertising.

14. MACHINE LEARNING
Machine learning will become part of
optimization.
Websites will continually optimize
themselves for better conversions and
usability.

15. SOCIAL

16. PAY TO PLAY IN SOCIAL
Social feeds no longer show content in a
chronological order making you nearly
invisible unless you are willing to pay.

17. SOCIAL & DIGITAL PERSONALIZATION RULES
Send the right content at the right time to the right
customer

18. EMPLOYEE SOCIAL ADVOCACY
Brands have now started turning to
employees as brand ambassadors to
further their brand image

19. SOCIAL PLATFORM CONSOLIDATION
Expect more consolidation.
Show logos of Facebook > WhatsApp,
Instagram, Oculus Rift
Twitter > Periscope.
Microsoft > LinkedIn
Google & Others > in talks to purchase
Twitter.

20. SEO

21. SERP FEATURES ARE EVERYWHERE
Snippets, Local Packs, News, Images,
Reviews, Ads, Articles and more
Only 3% of search results display just the
10 blue links

22. REVISIT YOUR PAGE TITLES & DESCRIPTIONS
Google experimenting with character counts on titles
and descriptions in some results.
Regardless of length limit, continue to use main
keywords at the beginning of titles/descriptions as a
best practice to ensure KWs appear.

23. MOBILE SPEED
A 1 second delay in load time can result in 7%
reduction in conversions
Use AMP to help solve speed problems
Median load time for AMP pages is .7 seconds
vs 22 seconds for non-AMP pages

24. POSSUM UPDATE
Physical location is more important than
ever
Possum Update changed 64% of local
SERPs
Has a more relaxed filter for companies
outside city limit.

25. ADVERTISING

26. PROGRAMMATIC MARKETING
Focus is on outcome-based results by
delivering the right ad, at the right time to
the right person.
Win more micro-moments with your named
accounts.
Industry experts predict programmatic s
going to drive 100% of advertising trading
execution by 2020.”

27. AD BLOCKING
Ad blocking continues to rise, and its
expected 15 million more Americans will
implement ad blocking in 2017 and over
20% of mobile users globally.

28. PAID SEARCH & DISPLAY
Capture the attention of potential buyers
conducting searches via their mobile
devices.
Gain specific insights into the activities by
buyers that result in positive contribution to
the bottom line (i.e. clicking ad and
downloading an ebook).

29. Sheila Kloefkorn
sheila@keomarketing.com
linkedin.com/sheilakloefkorn
keomarketing.com/blog
@keomarketing
linkedin.com/company/keo-marketing
facebook.com/keomarketing
gplus.to/keomarketing