Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March

RED HOT DIGITAL TRENDS
OF 2016
Presented by:
Mike Corak
@mikecorak #DigitalTrends2016

Why is this
Mike Corak
guy up
here?

It’s not because …
Friend: Ann Handley Uncle: Andy Hanley
Who both live
in Boston and
are a “D”
placement
away from
basically being
the same
person which
could mean
Ann and I are
related!?

No Ann Handley, but Who Is!?
#18 on Content Marketing Landscape – Top
200 Influencers - Onalytica
Client Award #2 on the Top 50 Content
Marketers – Kapost
Lots of program design and execution for
folks like…
VP / GM LOU

It’s been an interesting 24 hours
First, Ann’s
personal
assistant and
family friend is
celebrating her
b-day in LOU
at our house
#bourbon
Next, our mutual
friend Ann gets
crazy sick
Then someone
had a bright idea
And here I am!
“Hey, didn’t you
do a keynote last
week? Maybe…”

@AnnHandley We’re sorry you’re
sick. Feel better, see you soon!
@CincinnatiAMA

The 4 things you do when
you find out you’re filling
in for Ann Handley in 24
hours

2. Dust Off Your
Latest Presentation
RED HOT DIGITAL TRENDS
OF 2016

3. Run Out To
Dollar Tree
and Buy ALL
the Lasers

4. Get Some
Assembly
Help From
Your Family
and Friends

PLEASE PREPARE YOUR
LASERS NOW

Release
I, (insert your name), swear that
I will not burn anyone’s eyes
out with my laser, especially
Mike’s
I Accept These Small Print Terms of Laser Usage

Where
are
my suit
pants?

Warm Up: Where are my pants?
Back in Arizona
with the couch?
In one of these
boxes at the house?

Sometimes, In A Fast Moving World..
I
MADE
IT IN
20
HRS

It’s Easy to Miss the Signs

And In Digital, If You’re Not Paying Attention

You May End Up Losing Your Shorts

Or Your Pants (We’re Like Twins, Right)?
Totally
You’re
Dreaming

The Good News?
I’m going to save you a bunch
of time reviewing the top trends
you need to be thinking about.
And in turn, you will know
where your pants are at all
times! @mikecorak #DigitalTrends2016

Agenda
Trend-O-Mania
Top 8 Digital Trends For 2016
Thanks!

Trend-O-Mania

Most Popular Trends (What’s Your Top?)
Mobile
Social Evolution
Content Marketing
Internet of Things
Big Data
Programmatic
Wearables
Conversion Rate Optimization
SEO Next Steps
Strategic Planning
Marketing Automation

Mobile
Mobile is not a trend, it’s the norm. Deficiencies require catch-up (fast).
“In 2015,
mobile will
represent 70% of
the total US
search audience”
—emarketer

Google Even Cares About Mobile
Beyond Ad $!
“Starting April 21, we will be expanding our
use of mobile-friendliness as a ranking signal.
This change will affect mobile searches in all
languages worldwide and will have a
significant impact in our search results.
Consequently, users will find it easier to get
relevant, high quality search results that are
optimized for their devices.”
‘s

Strategic Planning
What were you doing before if you weren’t planning?

Important Mediums, But Also Not Trends
Internet of Things
Programmatic Buying
Marketing Automation

Themes That Deserve Your Focus
User Centered Everything
Social Evolution
More Effective Content Marketing
Media Budgeting
Omni-channel Integration

Top 8 Digital Trends
I Love for 2016

Red Hot Digital Trends
1. Customer Experience is #1

•Accenture 2013 Global Consumer Pulse Survey: “85% of customers are frustrated by
dealing with a company that does not make it easy to do business with them. 58% are
frustrated with inconsistent experiences from channel to channel.”
•CMO Council and SAP 2014 – Mastering Adaptive Customer Engagements
(Responsive): “Marketers believe that customer centricity – and the customer’s belief
that they are engaged with a customer-centric organization – is critical not just to the
business, but also to the individual marketer’s success”
•Gartner 2014 – Gartner Survey: “89% of companies surveyed plan to compete primarily
on the basis of the customer experience by 2016, 65% of companies have the equivalent of
a chief customer officer – they report equally to the CMO and CEO.”
•Gartner 2014 – Spend Survey: “#1 innovation project for 2015 is customer experience”
•Gartner 2014 – CMO Club Survey: “CMOs say leading customer experience cross-
functionally at all touch points is the top investment over the next 2 years.”
•IBM 2013 – Customer-activated Enterprise: “39% of outperformers have developed a
fully-integrated digital-physical customer strategy.”
•McKinsey 2014 – Digital Tipping Point: “Of the six digital trends we asked about,
executives expect the largest share of their digital growth in the coming years will be
from digital customer engagement.
•Oracle 2013 – Global Insights: “93% say that improving customer experience is one of
the top three priorities for the next two years. 97% state customer experience is critical
to future success.”
Customer Experience is
the next big thing.

What Does it Mean?
• Prioritizing User Needs
• Consistent and Continuous Experiences
Across Every Touch-point
• Personalization and One to One
Relationship Building
• Mobile Maturity
• Customer Centric Analytics Usage

Audience Focused
Content Strategy
+
User Design

2. Mobile Maturity

Do You Have a Responsive Website?
Yes No
I Don’t
Know
M-Dot /
Adaptive

Studies Show…
Only 50% of
companies have
a “mobile
friendly” website,
even though
more usage
originates from
Mobile than
Desktop, a
growing trend.

Google Even Cares About
Mobile Friendly Sites!
“Starting April 21, 2015, we will be expanding
our use of mobile-friendliness as a ranking
signal. This change will affect mobile searches
in all languages worldwide and will have a
significant impact in our search results.
Consequently, users will find it easier to get
relevant, high quality search results that are
optimized for their devices.”
‘s

Google cares about
the user’s experience,
not just mobile
friendly sites.

IF YOU DON’T HAVE A
RESPONSIVE SITE, PUT IT
TOP OF YOUR LIST NOW

Mobile Maturity Checklist
• Mobile first experiences (site, email, content,
etc.)
• Understanding of mobile intent
• Local marketing integration
• Mobile friendly media
• Mobile friendly landing pages
• Mobile analytics and optimization
• And…

NEVER
SAY
MOBILE
AGAIN

3. Content Quality Over Quantity

Content
marketing
is evolving
@AnnHandley

What’s the Most Effective Content Medium?
White Papers
Videos
E-Newsletters
Mobile Apps
Webinars
Social Content
Photos / Infographics
In-person Events
Research Reports
Case Studies

Companies Have a Content Problem ...
@AnnHandley

… and it’s only getting worse

Where most companies are at:
Piles of non-performing content.
What do they do?
Create more.
Why?

Before you create one more piece of
content, you need to deal with your
R.O.T. content.
Anna Hrach
Content Strategist

Redundant: Duplicate content, over wordy, too
many clicks and/or steps.
Outdated: Expired offers, out-of-date content
and materials, broken links/images.
Trivial: Not relevant for the brand, no value for
the visitor, missing content or context

“50% of marketers struggle to
create content consistently”
– Content Marketing Institute

Cooperative Content =
Topical plan +
Employee generated content (EGC)
+ User generated content (UGC)
Jay Baer
Convince & Convert

4. What happens if Google isn’t #1?

What’s Your Top Traffic Producer?
Paid Search
Content
Marketing
Social Media I Don’t Know
Organic
Search
Display
Media

SEO Philosophy: Search was… THEN
Keyword Research Keyword Usage
Page elements:
Titles, headings, meta,
body copy, links including
anchor
Keyword Rankings
*Keyword data via
analytics
Research
Measuring
Performance
Tactical
Execution

• Biz objectives
• Social listening
• User personas
• Analytic insights
• Keyword research by THEME
• All of which feeds content strategy
• Search
• Content planning
• Site hierarchy
• Social posting
• Display messaging
• Email messaging
• Local messaging
• PPC AdGroups
• Content focused media (Native)
• Standard KPIs
(real world)
• Thematic performance
(segmentation, attribution)
SEO Philosophy: Search was… NOW
Research
Measuring
Performance
Tactical
Execution

Modern SEO Works
Ingredients:
• 1 Part technical consultation
• 1 Part thematic prioritization
• 1 Part content strategy
• 1 Part user experience
• An overpowering amount of
integration & coordinated
execution across channels

But Google Wants You to Pay More…

Aggressively Build Additional Sources
• Paid Media
• Social Media
• Distributed Content
• Email
• Apps
• Influencers
• Partners

B2C Paid Media

Social Media Success in B2C

In Social, The Free Lunch is
Over.
Most social platforms are public companies,
meaning they are legally responsible for their
success, not yours.

Bottom Line
You need a
bigger
media
budget to
support all
online
marketing

By The Way, Did You See This?

5. Local Gets it Right

Digital Market Share
For most local searches, 3-7
Google My Business results
appear in the SERP plus Yelp,
YP & others in Natural Organic

2015 Local
Search
Ranking
Factors
N.A.P. accounts for
48.6% of the overall
local search
ranking factors
Signals like Categories & Proximity (14.7%)
NAP Consistency, Citations, etc. (13.6%)
On-Page Signals (20.3%)
Link Signals (20.0%)
Review Signals like quantity & quality (8.4%)
Social Signals like Facebook likes and Twitter Followers (5.0%)
Behavioral / Mobile Signals (9.5%)
Personalization (8.5%)
https://moz.com/local-search-ranking-factors

Localize Your Marketing Efforts!
• Local Search
• Localized Website Experiences
(Personalization)
• Localized Content
• Localized Email
• Media Locally Targeted

Laser Break: Tattoo Removal #SaveTheBieb!

Nice Work Guys, We (Almost) Did It!

6. Influencer Marketing is Here to Stay

“Advertising from companies is
trusted 47% of the time.”
– Nielsen

“Friends and family are trusted 92%
of the time”
– Nielsen

“Company experts are trusted 66%
of the time.”
– Edelman

Developing an Influencer Strategy
• Understand your audience
• Listen and Search for related topics
• ID those who fit your values (including
yourself)
• Explore relationship

7. Top Performance From Integration

8. Staffing Scrappy
Need Image – point is to hire scrappers that love data and will dig. Might be nice to show split
screen of someone working hard v. someone in a suit being lazy.

Now Where’s Your Biggest Opportunity?
Customer Experience
Mobile Maturity
Content Quality
Traffic Beyond Google
Localization
Influencers
Integration
Staffing Scrappy8
7
6
5
4
3
2
1

CX
Questions
?
Video
Local
Content
Paid
Social
Owned

Thank You For Having Us
Mike Corak
VP/GM DAC Group
@mikecorak
mcorak@dacgroup.com

Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March

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Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March