6 Digital marketing trends for 2016

1. Digital Marketing Priorities 2016 Brought to you by: Digital marketing Trends 2016 Dr Dave Chaffey CEO SmartInsights.com What are the new techniques you should be thinking about implementing in 2016? Dave will cover examples of innovation in best practices across all the core digital marketing techniques including Content Marketing, Marketing Automation, AdWords, SEO, Social media, Email marketing and website design. #PlanToSucceed

2. 2 2@DaveChaffey @SmartInsights Digital Marketing Trends 2016 Smart Insights – BrightTALK Digital Marketing Priorities 2016 Summit Dr Dave Chaffey. SmartInsights.com

3. 3 3@DaveChaffey @SmartInsights About Dave o Consultant and trainer in ‘Internet marketing’ since 1997 o Author of 5 bestselling books on digital marketing o CEO and Editor of SmartInsights.com - a digital marketing advice site with 130,000 members in over 80 countries o DIY templates, planning guides courses o Customised in-company Training and Consultancy

4. 4 4@DaveChaffey @SmartInsights Trends we watch! 1. Strategic

5. 5 5@DaveChaffey @SmartInsights Trends we watch! 2. Tactical

6. 6 6@DaveChaffey @SmartInsights Q. Which digital marketing activity will most INCREASE your commercial returns in 2016? Digital Trends 2016 post

7. 7 7@DaveChaffey @SmartInsights Vote! Which digital marketing channel will drive the most website visits, leads and sales for your business in 2016 (last click)  Affiliate or partner marketing  Display advertising / Re-targeting / Programmatic  Organic search / SEO  Paid search / AdWords  Social media marketing

8. 8 8@DaveChaffey @SmartInsights “Facebook and Twitter do almost nothing for sales” Custora Pulse: sample of large US retailers

9. 9 9@DaveChaffey @SmartInsights TREND #1 MARKETING AUTOMATION +1

10. 10 10@DaveChaffey @SmartInsights Where it all started?

11. 11 11@DaveChaffey @SmartInsights : eCircle case study Build Marketing Automation around audience engagement strategy

12. 12 12@DaveChaffey @SmartInsights Free Download: State of B2B Marketing Automation

13. 13 13@DaveChaffey @SmartInsights Success = People, Process, Tools

14. 14 14@DaveChaffey @SmartInsights Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts ‘State of the Art’ Automation example Monthly Planning Framework Source: Harriet Mitchell Smart Insights Digital Impact conference

15. 15 15@DaveChaffey @SmartInsights The RS Newsletter Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Local Module Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules Optional modules for any local activity/information.

16. 16 16@DaveChaffey @SmartInsights TREND #2 CONTENT MARKETING -1 Report and infographic: Competing with Content Marketing

17. 17 17@DaveChaffey @SmartInsights 2016: FROM STATIC CONTENT TO APPS AND PERSONALISATION Source: Scott Brinker, The 4th Wave of Content Marketing

18. 18 18@DaveChaffey @SmartInsightshttp://www.smartinsights.com/howgood

19. 19 19@DaveChaffey @SmartInsights

20. 20 20@DaveChaffey @SmartInsights Content SHOCK in 2016 Mark Schaefer coins Content Shock

21. 21 21@DaveChaffey @SmartInsights ‘Me-too’ content isn’t effective BuzzSumo-Moz research

22. 22 22@DaveChaffey @SmartInsights Is Most Business Blogging a Waste of Time?  1. Be AWESOME!  2. Think like a publisher  3. Understand what works for others  4. Less is more  5. Mix it up with a range of content formats.  6. Build links by partnering Dave’s article

24. 24 24@DaveChaffey @SmartInsights How are you prioritising your content? Criteria?  Rev/visit?  Demand+ lead gen?  Amplify?  Brand fit?  SEO?  Longevity?  Authority/Thought Leadership?  Differentiation?  Individual pain points?  Lead-scoring  Repurposeability  Risk/reward?  Re-targeting

25. 25 25@DaveChaffey @SmartInsights TREND #3 BIG DATA -1 99% of companies believe a single customer view is important … but only 24% have a single customer view today Source: Raab associates quoting Source: Experian, Data Quality Benchmark Report, 2015

26. 26 26@DaveChaffey @SmartInsights #BigData or #SmallData ?

27. 27 27@DaveChaffey @SmartInsights Vote! Have you had, do you have or will you have #BigData initiatives in your organisation (or seen in your clients)?  Yes  No

28. 28 28@DaveChaffey @SmartInsights The impact of IoT? evrythng.com

29. 29 29@DaveChaffey @SmartInsights TREND #4 MOBILE MARKETING − 0

30. 30 30@DaveChaffey @SmartInsights Mobile First – from responsive to adaptive? PlusNet Responsive example

31. 31 31@DaveChaffey @SmartInsights AO.com adaptive example

32. 32 32@DaveChaffey @SmartInsights Mobile design support - Vote!  A. Don’t have a mobile optimised site  B. Separate mobile site  C. Mobile responsive design  D. Mobile adaptive design

33. 33 33@DaveChaffey @SmartInsights Other design developments…YAWN…

34. 34 34@DaveChaffey @SmartInsights More exciting experience trends! Website design trends article

35. 35 35@DaveChaffey @SmartInsights Immersive experiences to engage and persuade www.domo.com

36. 36 36@DaveChaffey @SmartInsights …Mobile first? Source: Litmus

37. 37 37@DaveChaffey @SmartInsightsSource: Litmus Example – your own mileage will vary…

38. 38 38@DaveChaffey @SmartInsights Use of personalisation and testing

39. 39 39@DaveChaffey @SmartInsights B2B Web personalisation providers Engage

40. 40 40@DaveChaffey @SmartInsights TREND #6 SOCIAL MEDIA MARKETING − 0 comScore: Facebook remains the goliath of social media, leading all with 81 percent reach of the total digital population and nearly 230 billion minutes of user engagement. Time spent that is 18x that of the next biggest social network, Facebook had to be excluded from the graphic

41. 41 41@DaveChaffey @SmartInsights LinkedIn still growing… fast

42. 42 42@DaveChaffey @SmartInsights Has LinkedIn destroyed marketing opportunities for 2016?  New: Remarketing (Lead Accelerator through Bizo acquisition)  New: Slideshare acqusition  But…  LinkedIn Pulse blog platform gives some cut-through  Prohibitive CPCs on Ads / Sponsored Updates  Groups now spam ridden with auto-posting and can’t find lower volume quality groups  Featuring products/services on pages long gone

43. 43 43@DaveChaffey @SmartInsights TREND #7 SEARCH ENGINE OPTIMISATION − 0

44. 44 44@DaveChaffey @SmartInsights Monitoring what works in the SERPs

45. 45 45@DaveChaffey @SmartInsights Newish – Quick Answers #Volume

46. 46 46@DaveChaffey @SmartInsights Mobile Search Tipping Point past Source: Google Data presented at ScreenPages event Mar 2015 B2B is different - Smart Insights latest figures – new visits

47. 47 47@DaveChaffey @SmartInsights Are Google’s ‘Micro-moments relevant’?

48. 48 48@DaveChaffey @SmartInsights B2B example – is this just keyphrase research? 1 “What is CRM?” 2 “How is Enterprise CRM Software Different than Medium and Small Business Software?” 3 “CRM Data Integration and What That Means for an Enterprise” Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ. Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found.

49. 49 49@DaveChaffey @SmartInsights Time to move to HTTP/2 and https:// ? Top 10K sites Test : HTTP watch Google to support HTTP2

52. 52 52@DaveChaffey @SmartInsights Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guide to B2B Digital Marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint www.smartinsights.com/membership uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/