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Trends2022
This document discusses digital marketing trends for 2022 that will impact businesses. It covers topics like consumer trends showing people prioritizing discovery, health, volunteering and education. Search trends are evolving to focus more on relevancy, experience and desire. Local search success depends increasingly on expertise, authority and trust. The presentation emphasizes the importance of digital experience and desire, including stitching together an omnichannel customer experience through approaches like conversational search and commerce. It provides a framework and considerations for an effective 2022 digital strategy.
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Trends2022
- 1. MilestoneInternet.com | +1408-200-2211 Be everywhere your customers are Digital Marketing Trends that Impact Your Business in 2022 January 27, 2022
- 2. Confidential 2 Your Speakers Erik Newton VPof Marketing Milestone Inc Benu Aggarwal President Milestone Inc https://www.linkedin.com/in/eriknewton/ https://www.linkedin.com/in/benua/
- 3. Confidential 3 Milestone Platform andManaged Services Discovery and Engagement Software Local Listings • Reviews • Insights • Analytics Experience Software CMS • Schemas • FAQ Manager Design • Websites • Content Services • SEO • Paid • Analytics Omnichannel Content Platform Digital Marketing Services Driving acquisition by enhancing digital experience and content visibility
- 4. Agenda 1. Review ofLast Year 2. Consumer Trends 3. Search Trends 4. Digital Experience = Digital Desire 5. Digital Discovery = Unified Omnichannel CX Experience 6. 2022 Digital Strategy Framework 7. Connecting with Your Communities Areas of Focus Today
- 5. Entity & Semantic Search Engagement Connectivity DigitalDesire Digital Commerce Trends 2021 2022 Schema Attributes Local is EAT Digital Experience Conversational Search to to to to
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- 7. Confidential 7 Most Customer TimeIs Spent on Discovery Customers browse and search to get to the exact products they want Source: Bloomreach
- 8. Confidential 8 Environment 35% Online learning Skin care 600% Globally“donation center near me “ Better “Me” Best all-inclusive resorts 30% American volunteering is critical Student loans 200% Consumer Trends = Reevaluating Priorities 80% 70% 100% https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/2021-search-insights
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- 10. Confidential 10 Evolution of Search= Relevancy > Experience > Desire Keyword Driven 2008 2022 KEYWORDS CONVERSATIONS & COMMERCE No duplicate content No spammy content or links Relevant & precise results Understand Intent Longtail (FAQ, Passage) Local Mobile SERP Quality Local Results Thin Content Smith (Entire Document) MUM Page Experience BERT
- 11. Confidential 11 Relevant and Topical= Experience + Desire Popularity SEARCH ENGINE PRIORITIES SEARCH RESULTS MARKETING NEEDS • Blue text links • Spammy content • Blue text links • Quality content ALGORITHMS • Links and keywords • Combating spam • Universal results • Semantic search • Structured content • 1,200 SERP Features • In-search content • Mobile & Voice • Entities + intent • Core Web Vitals • Mobile only indexing • Keyword density • Link building • Original quality content • Earning links • Topical coverage • Schemas • Schemas + content • Share of visibility • Conversational content • CWV compliance 2008 Quality 2012 Intent 2016 Experience + Desire 2022
- 12. Confidential 12 AI Helping inDigital Transformation Experience = relevant and topical MUM: Uses NLP to understand world’s knowledge and semantic interpretation Across variety of search results – Text, Audio, Video, Images How can AI be used?
- 13. Confidential 13 Digital Desire -How Can AI Be Used? Making Search More Useful • Understanding intent • Leverage deep learning • Broader and refine • Generating relevant results • Multilingual (Multitask Unified Model) MUM • Topical and relevant • How to, Recipes • Related search • Visual Search • Video Search • Audio Search
- 14. Confidential 14 https://blog.google/products/search/how-ai-making-information-more-useful/ See It, SnapIt, Buy It: How Visual Search Makes Shopping Smarter Vision API • Accuracy • Quality • Relevancy • Entities • Attributes
- 15. Local 2021 2022 Engagement Connectivity Local SuccessIs E-A-T Expertise-Authority-Trust to
- 16. Confidential 16 Accuracy, Enhanced Data,& Engagement Data Accuracy Enhanced Information Engagement AUTHORITY Build authority through engagement signals and build the foundation for engagement through accurate and enhanced data. 60% of smartphone users have contacted a business directly from Google search results.* 84% of “near me” searches happen on a mobile device, such as a smartphone.** 28% of searches for something nearby result in a purchase. *** • https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/smartphone-user-search-behavior-statistics/ **https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/local-search-to-store-visit-statistics/ ***https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/location-search-conversion-statistics/ Good Better Best Think With Google
- 17. Confidential 17 Local Engagement Must-Haves Monitorand manage reviews, establish a direct connection with customers, and answer their questions • Monitor & respond to customer asked questions • Post branded FAQ content • Easily publish to GMB, Website & Voice Assistant • Increase brand awareness, search traffic & lead volume Q&A (GMB & Website) Google Posts • Directly engage with your local customers. • Improve your customer experience with timely information. • Promote your sales, specials, events, news, and offers. • Track ratings & reviews across top channels • Respond to reviews to build customer trust • Enable review notifications • Templatize review responses for efficient management Brand Messaging Reviews • Real-time customer messaging, straight from Google • Integrate Chatbot to Automate message response • Enhance Chatbot functionality with FAQ content AUTHORITY RELEVANCE
- 18. Local 2021 2022 Digital Commerce Conversational Search to Digital Desire- Stitching Your Customer Journey Conversational Search to Commerce (FAQ, Chat, Messaging, PWA, SMS )
- 19. Confidential 19 Digital Desire =Stitching Omnichannel Customer Experience • Digital Desire = Stitching Omnichannel Customer Experience
- 20. Confidential 20 Digital Desire =Omnichannel Experience Based on Your Persona
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- 22. Confidential 22 Future-Proof Your DigitalAssets Visibility & Relevancy Scalability Conversion Optimized Responsiveness CSS Framework UIkit Animations Scaling Components & Pages CMS & Mobile-First Framework Core Web Vitals Page Experience AMP Features
- 23. Confidential 23 1 2 34 5 USER EXPERIENCE LAYOUT & CONTENT NAVIGATION CONVERSION FEATURES Digital Desire = UI/UX Scorecard • Core Web Vitals (CLS) • Mobile-First User experience • Font consistency and legibility • Color • H1 and Headlines • Images • Videos • Homepage Layout • Inside page layout • Friendly Navigation • All pages are accessible • Primary CTA Accessibility • CTA on inside pages • Conversion Flows • Active Features • Upgrades & Opportunities
- 24. Confidential 24 Digital Desire =Stitching Omnichannel Customer Experience In-house experience PWA , SMS Chat, messaging Awareness FAQs Act Convert Advocate
- 25. Confidential 25 • Brands mustquestion everything they knew and understand the shifts • New challenge - delivering brand experience at distance 2022 Digital Experience + Digital Desire
- 26. Confidential 26 Interaction & Integration 1.Integration across all channels 2. Centralize data - single source of truth 3. Focus both on Mechanics and Emotion – first-time and repeat user journey 4. Seamless interactions - user roles, notifications to build amazing experience Microservices, Cloud, API- First, First-Party Data
- 27. Confidential 27 Agility and theCase for Multi-CMSes Forrester included Milestone in this report on multi-CMS strategy Read more here: https://www.forrester.com/blogs/why-a-multi-cms-approach-may-be-right-for-your-brand
- 28. Confidential 28 Interaction & Integration– Microservices, Cloud, API-First Centralized Data Platform Website Site Local Channels Schema FAQ & Voice Reporting AMP & Mobile
- 29. Confidential 29 MULTIPLE API INTEGRATIONS IntegrationsHelp Stitch Dots Across All Channels & Touch Points Relevancy Presence Schema Personalization A/B testing Heatmaps Convenience & Confidence Engagement Insights Performance Ecommerce Revenue Recovery Maps Ice Portal SMS PWA ADA Manta Meta Call Tracking Natural language AI + Core Web Vitals + + + + +
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- 31. Confidential 31 Digital Strategy • Repeatable •Planned • Prioritized Actions and Activities • Aligned with Goals and Outcomes • Across Organization
- 32. Confidential 32 Strategy & Execution 1.Market trends 2. Competition 3. Our internal and external customer input 4. Gaps – skills, technology, process, external factors 5. Create strategic plan 6. Prioritization /execution rigor 7. Cross-functional alignment 8. Communicate consistently 9. Webinars, newsletters, trainings 10. Measure – objectives and key results Strategy Execution Goals Refine Action Results Business Model
- 33. Community, Influencer, Partnerships CriticalGrowth Drivers
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- 35. Entity & Semantic Search Engagement Connectivity DigitalDesire Digital Commerce Key Takeaways 2021 2022 Schema Attributes Local is EAT Digital Experience Conversational Search to to to to
- 36. Confidential 36 Upcoming Events: BrightonSEO,Nick Barber of Forrester https://www.brightonseo.com/conference-talk/entity-search-2- 0/ Thursday, March 24 10 AM Pacific, 1 PM Eastern BrightonSEO 2022: 7 & 8 April (in-person) & 21 & 22 April (online) 6 & 7 October (in-person) Speaker Forrester's Nick Barber and Milestone's Anil Aggarwal will present the latest in CMS and site experience Watch email and social for your invite
- 37. Confidential 37 Entity Search IsYour Competitive Advantage – On Demand from SMX Next https://marketinglandevents.com/smx/next/agenda/
- 38. Confidential 38 Updated Research fromMilestone on the Hottest Topics https://www.milestoneinternet.com/resources/research-reports
- 39. Confidential 39 Questions? If you wantto discuss any of these trends, contact your CSM or sales@milestoneineternet.com
- 40. +1 408-200-2211 MilestoneInternet.com Silicon Valley| Bangalore | Ahmedabad Thank You