Jeff Ente of WhosBloggingWhat picks out 5 key areas of online marketing all marketers should consider in 2016.

1. Digital Marketing Priorities 2015
Brought to you by:
5 “Must Have” Items For Your 2016 Plan
– what the experts are saying
Jeff Ente
Founder
Who’s Blogging What
There’s no shortage of predictions and advice for 2016, here are 5 items
that consistently surface as the key issues for digital marketers in 2016
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Agenda
 Everyone needs their own digital marketing plan for 2016
but here are some key items that should be on
everyone’s list --- and executed correctly for a productive
year

3. 3
About me
Jeff Ente is the founder of
Who’s Blogging What, a weekly
curated newsletter for digital
marketers. Its goal is to provide
the actionable information that
digital marketers need.
Yes, you are welcome to
subscribe for free at
www.WhosBloggingWhat.com

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2015

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Heading into 2016
 Google is still THE search engine, but search
itself has diversified to Amazon, Pinterest,
Facebook…
 People are spending too much time on their
phones, which is our problem, not theirs
 Video and images are what attracts attention
 Twitter and other platforms need to prove that
there is a reason to ever leave Facebook

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Drivers of Social Growth
 Google+ has pioneered the research of benefits
that a network can still offer in Facebook’s world
Messaging
(FB Messenger, Snapchat)
Collections
(Pinterest)
Interest based
communities
(Reddit)

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The “must have” items for 2016
 Facebook advertising
0
200
400
600
800
1,000
1,200
1,400
1,600
Q3'14 Q4'14 Q1'15 Q2'15 Q3'15
Twitter
Facebook
Monthly Average Users (Millions)
Source: Q3 2015 Earnings Reports

8. 8
The “must have” items for 2016
 Facebook advertising
This is 75% of
the total US
population 18+

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The “must have” items for 2016
 Facebook advertising
 Everyone is on Facebook, and organic
reach is in single digits
 Targeting is constantly improving,
including remarketing
 Instagram is being integrated
 Lead Gen ads might solve the mobile
responsiveness problem

10. 10
The “must have” items for 2016
 Mobile responsiveness
“In fact, more Google
searches take place on mobile
devices than on computers in
10 countries including the US
and Japan.”
May 5, 2015

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The “must have” items for 2016
 Mobile responsiveness
 Reaching someone via mobile isn’t
difficult, getting them to respond is
 Mobile is a state of mind
 Good design includes asking for less
 Help the mobile browsers; use elements
like type=‘email’ and type=‘tel’
 Tag your respondents as mobile-likely

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The “must have” items for 2016
 Remarketing

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The “must have” items for 2016
 Remarketing
 Remember how frustrating it used to be when
users would browse but not convert?
 Remarketing improves efficiency by targeting
prospects who have already indicated interest
 Facebook Custom Audiences, Twitter
Tailored Audiences, AdWords Customer
Match
 Email, phone number, mobile device ID and
tracking pixel options

14. 14
The “must have” items for 2016
 Content Marketing
88% of B2B marketers say that they are
using content marketing…
0% 20% 40% 60% 80%
Upsell/Cross Sell
Customer Retention
Brand Awareness
Lead Gen
…to accomplish a number of important
objectives
85%
84%
74%
58%
Source: Marketing Charts/Content Marketing Institute

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The “must have” items for 2016
 Content Marketing
 Brands are now responsible for creating
their own media
 Images, video and audio (podcasts) are
the way to get shared; text gets
discovered
 Understand your customer’s needs and
interests; produce it in words that
convey value

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The “must have” items for 2016
 Semantic web
Source: US Patent 7,987,176 B2

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The “must have” items for 2016
 Semantic web
 Don’t try to out-think Google; try to think and speak
in the natural terms that your market seeks
 What questions did your existing customers have?
 Anticipate natural language queries and synonyms
 RankBrain means that queries as well as pages will
be semantically parsed
 Find structured data ‘vocabulary’ that will explain
your content via schema.org

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The “must have” items for 2016
 Honorable Mention:
 Programatic advertising. A rapidly growing
slice of digital advertising that can be
efficient if correctly targeted
 More commerce transacted off site as
Google, Facebook, Pinterest and Twitter
all work on their ‘Buy buttons’
 Analytics of the ‘full funnel’ as touch points
are tracked across multiple sources

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Vote –
Facebook Advertising
 What is your experience so far with Facebook
advertising?
 We use it and are happy with the results
 We use it but haven’t reached our goals yet
 We tried it but put it on hold or abandoned it
 We haven’t tried it yet

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Vote –
Content Marketing
 How are your content marketing efforts going to
change in 2016?
 We plan to ramp up our efforts across the board
 We plan to focus on video
 We’re expanding our podcasting
 We’re happy where we are right now
 We’re scaling back in favor of other areas
 We don’t have a significant content marketing program

21. 21
Vote –
Buy Buttons
 Which “Buy Button” could have the highest
potential for your ecommerce?
 Facebook
 Google
 Twitter
 Pinterest
 All of the above
 None of the above

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Summary – questions please!
 Social media is now
‘pay to play’, sorry
 Your customers
and prospects are
on their phones
 Stalking is in
 We’re all publishers
 Act naturally, but
add structure for
semantic search
 Keep up all year:
www.WhosBloggingWhat.com
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