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Trends for 2017Benu and Walter
The document discusses key digital marketing trends for 2017. Mobile will continue to dominate, with mobile-first design and Accelerated Mobile Pages (AMP) becoming critical for performance. Voice search will also grow rapidly through voice-activated devices. Brands need an online identity across channels to be found, and should develop omni-channel strategies to engage customers everywhere. Conversion optimization requires understanding the customer journey across devices and channels over multiple visits.
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Trends for 2017Benu and Walter
- 1. Milestone The DigitalPresenceCloud Create|Engage | Understand Trends for 2017 Benu Aggarwal & Walter Paliska
- 2. OURPANEL Jake Brennan BenuAggarwal WalterPaliska (Moderator) President & Founder VP of Marketing
- 3. WHO WE ARE Wedrive revenue through digital marketing software and services At Milestone, we help over 2,000clientsdrive revenue through digitalmarketing. Our software suiteenables a holisticapproachto digital marketing that has shownexceptional resultsover nearly twodecades.
- 4. OUR CUSTOMERSHOTEL CHAINS OWNERSHIP GROUPS & MGMT. COMPANIES INDIHOTELS & GROUPS RETAIL SOMEOFOUR2000+ CUSTOMERS
- 5. Trends in searchfor 2017 Focus on the journey Omni channel Remove internal silos In 2017 your customer will become the center of your strategy Customer focus
- 6. Technology drives newbehaviors Advancements in AI and machine learning will continue to drive new consumer behaviors in 2017
- 7. Travel will continueto change Last month Wynn announced that that each of the 4,748 guestrooms at Wynn Las Vegas and Encore will have an Amazon Echo by summer.
- 8. Airbnb to maketravel “magical” Airbnb is now selling “experiences” instead of just “stays”
- 9. AMP becomes critical Top trends of2017 Mobile first Establish presence Omni- channel Work the funnel Track the journey Voice search In 2017 The themes are mobile and omnichannel. AMP and mobile first design, with voice search leading the way. User behaviors will continue to evolve towards a multi- device, multi-touch engagement In 2017 digital marketing becomes even more sophisticated
- 10. 1. Search HasGone Mobile Users Continue To Move To Mobile-First World
- 11. Mobile search isgrowing In 2016 mobile search saw dramatic growth across multiple categories. Auto (+30%) Apparel (+40%) Travel (+25%) Home (+45%) Finance (+35%) Food (+30%) Media (+20%) Beauty (+30%) Electronics (+40%)
- 12. KNOW Where is the nearestGolf course? Where can I get coffee near me? BUY How do I get to the airport by 2:00? GO What shows are playing tonight?DO Micro-moments | Driving consumer action
- 13. Mobile first isnow critical Google is rolling out a new mobile-first index. Mobile will become the primary search index and will prioritize mobile versions of content over desktop content.
- 14. AMP is thenew face of mobile 0.7 sec. Traditional site AMP is about a faster, more engaging mobile experience (Median page load times in seconds) 22 sec. AMP site AMP translates to results 61% higher CTR
- 15. Mobile design isabout UX
- 16. 2. Voice ActivatedDevices Accelerating voice search
- 17. Optimize for voicesearch 20% Of searches are now voice-based Of searches are expected to be voice- based in 4 years Of voice searches have “local intent” 50% 22% (google) (comscore) (google)
- 18. Enhance voice results withattributes Find pet friendly hotels in San Francisco…
- 19. Use FAQs todrive voice search
- 20. The “featured” snippet 63%CTR 340% Sessions 400% Page views Hotel Nikko Success Story
- 21. Poll Question How doyou measure the success of your digital strategies? a) Traffic year over year? b) Measuring conversion funnel? c) Customer interactions across stages d) All of the above
- 22. 3. Your identityon the web Getting in front of customers
- 23. Have your identity on theweb Knowledge graph Rank Brain Machine learning
- 24. Schemas drive youridentity Price rangeStar rating Images Schema tags help you saturate your web presence
- 25. Build it …and they will come New traffic from users searching for a category, product or service
- 26. 4. Omni channelstrategies Users are everywhere, you need to be there as well
- 27. Users juggle devices& services It’s no longer enough to be on the “web” … you need to be … everywhere 57% Use more than one device 75% Use social apps every day
- 28. Your location matters BeEverywhere Apple processes 5 billion map requests per week 5B Your business in front of billions of people Your location across directories, apps, social channels & more
- 29. Your omni-channel strategy Startwith personas “who is your customer?” Use data for better decisions Leverage keywords from paid & organic Gap & competitive analysis Content drives engagement Integrate & cross-promote Personas Data Keywords Competition Content Promote
- 30. Omni-channel Want to target weddings,use GA, AdWords Create content showing what we offer for weddings Promote weddings On social channels Wedding paid campaigns Highlight wedding features in local listings Seek out wedding related back-links & content WEDDINGS ‘
- 31. 5. Conversion funnel& customer journey User behaviors change, you need to keep up
- 32. What is CRO? ConversionRate Optimization is the continuous optimization of how you engage customers and drive them to conversion Adapt to changing user behaviors Focus on details that have impact Evolve your process as you learn more
- 33. CRO: Split URLtest Control Variation 19% Increase in floor clicks 9% Increase in “book a wedding” 18% Increase in audio-visual clicks 2% engagement clicks
- 34. Omni-channel & analytics Foryour omnichannel strategy to succeed you must measure across devices, visits, channel – and buyer stage Multi device Multi visit Multi channel Track users across multiple devices Track across visits and sessions Track across engagement modes Consideration Engagement Conversion Awareness
- 35.
- 36. Takeaways Put the client atthe center Open doors and work across functions Focus on mobile before anything else Conversion is a moving target You cannot change what you do not measure
- 37.
Editor's Notes
- #3 Sara: Hello everyone, I see we have people joining us from all around the world so I want to thank everyone for taking their time to attend our Competitive Intelligence, Am I Doing It Right webinar! A few quick things before we get started, we have muted everyone to avoid audio disturbance. If you have any questions as we go through the presentation, please feel free to ask them using the gotowebinar chat box and we will address those questions at the end of the webinar, if time is running tight we will answer the questions in our blog. This webinar is being recorded and the video will be shared on our blog, look for this by the end of the week. Today, for those that stay with us through the presentation we will be giving each and every one of y'all a complimentary digital presence audit. Before getting into too many details, lets meet the people on the call today. I am Jake Brennan from Milestone’s Santa Clara office and I will be the moderator for this webinar. Our speakers today are Benu Aggarwal, our president and founder, and Walter Paliska, our VP of Marketing, both from our Santa Clara office So let’s start the webinar and we’ll begin with Walter… Walter
- #4 Thank you Jake … Before we jump into the webinar, let’s talk a little about Milestone At MS we help drive revenue through digital marketing sw and services 20 years, 2,000+ in hospitality, retail & finance
- #5 We work with some of the most renown names in the industries we serve Most major hotel chains, ownership groups, management companies, Independent hotel groups and retail chains We work with both upscale and select service hotels Similar mix of branded vs. independent hotels Top clients include Hyatt, Wyndham World Wide, SBE Hotels and True Value hardware.
- #6 cover major trends impacting our customers in 2017 2017 will be all about focusing on customer needs Starting with Customer Journey – because you need to understand your client behaviors to provide best service And Omni channel – because you need to start thinking about the whole process, not the parts Related to omni-channel, - the need to remove silos, to ensure you work as a whole
- #7 2017 Will also continue to see huge changes in technology AI and ML will continue to drive consumer behavior Voice recognition will continue to impact search and DM This leads to new ways of delighting our customers …. A couple of examples
- #8 Just this month Wynn hotels announced that each of the rooms in 2 of their hotels will have amazon echos by summer open the blinds, change the temperature, turn on the lights, and control the TV with your voice It’s all about a ‘magical’ experience
- #9 AirBnB is also focused on magical experiences Last year they launched ‘travel guide’ personal travel experience when in town Now, they can enable a more personalized, more “magical” experience through local guides – all done through their site When you get there, the adventure is waiting
- #10 We see some critical trends for 2017 related to user behavior and technology: Mobile users will continue to grow – so mobile first will be a must AMP makes mobile better – so AMP will become critical Having a complete digital presence will become VERY important Voice search will push the boundaries of search and digital marketing Omni-channel will become critical to marketing success Staying on top of your customer funnel will be critical in 2017 And related to the funnel, understanding and measuring your customer journey will be a key trend
- #11 Welcome every one Most exciting speaking of the year – Connecting with all of you – our employees, Customers and Partners We all live online. According to Google latest release, More than 60% of queries are coming on mobile Lets find out what does it take to increase share of your mobile searches
- #12 Mobile is growing in every industry spherically in Travel industry. Almost 25% increase
- #13 1. Mobile has forever changed. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments 2. need to fly out, problem solving moments, need to know etc. 3. For business it Is all about full filing customer needs and ensuring rock solid user experience
- #14 Google released free tool to test how your site is performing across mobile and desktop. Google recommend score of 85 or more. Your site might be slow because of reasons unknown to you. This tool does give you breakdown why your site is slow. You can also check out Milestone new tool called intellistar which gives you similar data, as compare to your comp-set. Download time is one of the most critical factor for you site performance. Goal is to keep checking your website speed not do it once and forget about it.
- #15 AMP pages loads 3 times faster than normal site. Has higher CTR Even beats trip advisor for branded and non branded keywords ranking. Milestone team is working with Google AMP team closely We are one the very first AMP site in travel industry
- #16 Better UX means easy to read, giving most actionable information without having to scroll Do not make me think, Do not make me scroll. Phone, Call to actions right in front of you.
- #17 Voice is all about action questions – What why, how - What are my customer asking for?
- #18 According to Google IO – 20% of Voice queries are coming on mobile In 4 years, it will grow to 50% Most voice quires are local in nature
- #19 Very first step Enhance your attributes – Every where – Boutique, Pet Friendly Make content actionable and conversational – Give user what they want FAQ – Ask Concierge desk what they want
- #21 Lets see how can we even do better – Get in to zero position – Feature Box Featured snippet – Leverage google API for Voice Search and find out every thing customer is asking on voice devices for your hotel, for your destinations, for attractions and give comprehensive answers US search awards Gave users what they wanted
- #24 The Knowledge Graph is a knowledge base used by Google to enhance its search engine's results. Google uses semantic search to get results into a database and uses machine learning algorithms to show ranking results.
- #25 Schema is a type of microdata that makes it easier for search engines to parse and understand the information on your web pages more effectively. Helps in serving most relevant results to users based on search queries.
- #33 Not just web site, recovery module, chat modules all can be optimized All about improving experience and conversion Combine CRO with retargeting to learn from non-converting users and re-engage
- #34 For example, Milestone recently conducted a CRO test for one of our clients Goal was to increase engagement on wedding part of the site The test was to put content above the fold, and imagery below the fold (against the grain) Results were amazing – higher engagement, higher bookings
- #35 Benu spoke earlier about omni-channel – but how do you measure it? There are a lot of moving parts: Multiple devices, multiple visits and multiple channels According to Google there are 4 fundamental stages: Awareness, Consideration, Engagement and Conversion You must measure audience interaction across ALL 4 stages and across all devices, visits and channels
- #36 To measure your omni=channel engagement you need to be able to track each segment For example, here we are tracking how the conversion stage is affected We can see the impact of Organic, paid search, social – Drill down to see the contribution of each source of traffic With this type of an approach you can start to measure the value of your efforts