Ben Corbally, Digital Marketing Trends 2017
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Transcript of Ben Corbally, Digital Marketing Trends 2017
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Welcome Back#letstalkdigital
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It’s been quite a year, let’s catch up on what people were searching in 2016.
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Agenda
• A brief insight to last years presentation.
• Digital trends for 2017.
• Focus on your customer in 2017.
• Making the right recipe for your customers.
• Top tips on Digital marketing for 2017.
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A brief insight to last years presentation
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More people will search using voice
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By 2020 over 50% of
searches will be voice searches
ComScore.com
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Voice is here to stay
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More people will be using VR and AR to access the internet
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You’ve probably seen these kind of devices for sale?
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You can even buy them at Argos now!
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2017 – 2020 is a game
changer online.
• A mobile world:• Mobile phones.• Virtual reality.• Augmented reality.• Tablets.• Voice devices like the Amazon echo.• The internet of things.
• We will see more machine learning in the things we use every day.
• Digital marketing will become “marketing” as the gap of knowledge closes.
• Influencer marketing will explode as brands look to be perceived as more authentic.
• Building communities of customers will be more important, we will no longer be able to rely on a singular marketing strategy such as Social Media or PPC.
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Digital Trends for 2017
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This years digital trends
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No big surprises Year on Year
0 0,05 0,1 0,15 0,2 0,25 0,3 0,35
Content Marketing
Big Data
Marketing Automation
Mobile Marketing
Social Media Marketing
Conversion Rate Optimisation
Internet of Things
Search Engine Optimisation
Wearables
Paid Search Marketing
Online PR
Communities
Display
Partnerships
Other
2017 2016 2015
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I want to make a point about Digital
“Content marketing is the next big thing!” “How are we using big data in our
business?”
“We have to be doing stuff on Facebook” “Automation is apparently
going big”“Oh my god let’s build a website for our iWatches”
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Stop right there!Don’t listen to the buzz-iness of our
industry.
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New channels, new devices doesn’t mean jump straight away.
0 0,05 0,1 0,15 0,2 0,25 0,3 0,35
Content Marketing
Big Data
Marketing Automation
Mobile Marketing
Social Media Marketing
Conversion Rate Optimisation
Internet of Things
Search Engine Optimisation
Wearables
Paid Search Marketing
Online PR
Communities
Display
Partnerships
Other
2017 2016 2015
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After all, the best things are often created by those who wait and do it better.
2000
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2010
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Find the right recipe
• What is currently working for us?
• What are our customers using?
• How will this new area of digital affect our business objectives?
• How much is it going to cost vs how much we get back?
• Is there any seasonality benefit to running certain channels?
• Is it right for our business? Don’t get confused between the sales cycle of B2B vs B2c.
• How is it going to affect the other areas of digital we focus on?
• Do we need external expertise?
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Do we need external expertise? – I’m not selling to you
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Do we need external expertise?
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In 2017Focus on your customers.
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Before we kick stuff off here,
who’s gone on to purchase from seeing one of
these?
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So why associate these ads with direct sales?
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In an ideal world a customer would do something like the following..
See your advert Go to the websiteVisit the
product/service page
Buys the product/service
you’re trying to sell
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Sometimes, this can still
happen
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Most the time it goes
the other way…
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In the real world it looks a little bit like this..
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Across all of these devices (At least!)
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What this looks like in Google Analytics
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Even emails require multiple devices and touch points to get back in touch.
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Imagine if we ignored this philosophy with these guys and just focused on getting conversions through a singular marketing channel.
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That’s great Ben but I’m not going to sit down and map out a user journey for our business, it’s too small.
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That’s fine, let’s get some basics down.
• Search engines
• Pay Per Click
• Links from other websites
• Social media
• Email marketing
• Word of mouth
• Even billboards
Getting known by your customers
• Content marketing
• Reviews
• Blog
• Display advertising
• More social media
• More emails
• Phone calls
Trusting and considering you
• Your website
• Your store
• Telephone
Buying from you
• Promotions
• Blog
• More social
• More content
• More email
• Build a community
Keep them buying
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Making the right recipe for your customers in 6 steps
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1. What are you trying to achieve?
Example:1. Sell more of my product?2. Be seen to a wider audience?3. Educate my existing customers?4. Make more friends?
This is distinctively not:1. Increase traffic by X2. Improve site speed by X3. Improve rank by X
This is how we’ll measure what we’re trying to achieve, not where we start.
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2.Work out who your customers are likely to be
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3.Look at where your customers “hang out”.
Offline
Gym advertising
Events advertising
Bus stop advertising
Sainsbury's advertising
OnlineSocial media
Tv on demand
PPC
Remarketing
Display advertising
Email marketing
Mobile marketing
Online Publications
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4. Create compelling, considered content. (All the juicy tips from Al’s presentation)
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5. Set up your campaigns and schedule content1. Always use demographic data to set up paid advertising.
2. Ensure your advertising is optimised for the intent of the user.
3. Ensure you’re tracking your campaign “end to end”, if you’re using a telephone as a method
of contact, you might want to use call tracking so you can have a more accurate idea of how
you got on.
4. Make sure you send your traffic to pages they can either (dependent on what you’re trying
to achieve):
1. Convert.
2. Engage in some way.
3. Take an action.
4. Inform or educate.
5. Create a schedule in days of when channels are active.
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6. Review results & go again with what you’ve learnt.
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Top tips for digital marketing in 2017.
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1. Content marketing isn’t everything you think it is.
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Learn from your existing website and refine
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Ugly but functional sites make money, want some
proof?
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Top tips for content marketing
• Audit your content page by page to try and make it clearer to your customers.
• Create a visual sitemap of your existing content and see if you can spot any
gaps in the journey.
• Are you using terminologies in your content that only your organisation
understands? Make it clearer for your customer.
• Create a plan with dates your business has to adhere to.
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2. Top tips for SEO.
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Search is a given these days.
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Spot visibility in search trends
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Backlinks are still extremely important
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Spot opportunity for voice search
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Focus on keyphrases with high intentType Examplekeyword AverageSearchVolume Likelihood ofconversion
Broad “Shoes” High Low
Informational “Whatarebrogues?” Medium Low
Transactional “Buybrogues UK” High Medium
Navigational “Topman”or “Topman
Brogues”
High High
Local “Places tobuybroguesin
Exeter”
Low High
Mobile “Men'sshoeshopsnearby” Low High
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Make sure your website is HTTPS
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Notices Google is giving website’s if you don’t have a HTTPS certificate
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Google prefers quick websites
https://developers.google.com/speed/pagespeed/insights/
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Top tips for Search Engine Optimisation
• Research what your customers are looking for.
• Be active on other peoples websites, don’t just pay for
exposure, create valuable content and the rest will follow.
• Look out for trends in search volumes that are relevant to
your industry.
• Plan for voice search.
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3. Top tips for Social Media Marketing
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So what Social media channels should you be
on?
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Average monthly minutes per user by age group 13-34
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Show your customers you’re active
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Show your customers you can take a joke
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Be efficient when it comes to advertising through Social Media
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Be relatable, emotional and unique, no need to sell yourself.
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Top tips for Social Media
• Focus on the social media profiles that your customers are on.
• Create a schedule for your social media posts, try not to be reactive other than responding to
your customers.
• Don’t focus on selling yourself, focus on being relatable to your customers.
• Be clear and make yourself available, a lot of social media is customer service.
• Encourage your customers to share their experience of working with you.
• Don’t be boring.
• Focus on building a relevant audience opposed to just building numbers.
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4. Top tips for User Experience
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Make sure your customers know exactly what you do, straight away.
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Make it easy for them to go where you want them to go
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And if they’re not ready to business with you, make sure you’re giving them all the content they need to make a decision
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Top tips for User Experience
• Map out where you want your customers to go on your website.
• Make sure you’re crystal clear, it’s not always easy to take yourself
away from the business you work in and look at it through a
businesses eyes.
• Create rich content to convince your customers to do business
with you.
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After today
1. Be aware of the “latest trends” but don’t break what’s
already working.
2. Find the right recipe for your business.
3. Stay customer focused, the rest will follow.
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Thanks for listening!
Please follow me for terrible jokes and ramblings on
marketing.
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