This is the slide deck from my talk at the CHA Megashow 2016. These are predictions about the changes to some digital marketing channels in 2016. Let's see if I am right this year. ;-)

1. Digital Marketing Strategy for 2016
Tony Passey

2. What will we learn right now?
1. Quick review of a channel approach to
digital marketing
2. Changes to organic traffic in 2016
3. Changes to paid channels in 2016
4. Mobile Changes
5. 4 tools you need to know about

3. My name is Tony Passey
I am:
Serial Entrepreneur
CEO of Firetoss
Marketing Professor
Eccles School of Business
University of Utah
@tonypassey

4. @tonypassey
A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
Let’s break this down.

5. A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
@tonypassey

6. A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
@tonypassey

7. A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
@tonypassey

8. A marketing plan is a defined process for
connecting user segments to your value proposition
through appropriate channels.
@tonypassey

9. Common Digital Channels
@tonypassey

10. Organic Search
Pay per click
Referral
• Social
• Content
Display
@tonypassey

11. All the channels need to work together.
Organic, PPC, Referral [Social, Content], Display
@tonypassey

12. @tonypassey

13. Last step attribution

14. What to know in 2016?
• Organic – Content and Link Valuations
• Display – Ad blockers and privacy tools
• Mobile – Make sure you understand
ranking
@tonypassey

15. Content: Huge part of organic strategy.
By now your company or brand should have a
strategy for putting out content.
Typically we create content to speak to
specific personas – users in the buying cycle.
Better content!
@tonypassey

16. Infographics > Video
2014 / 2015 were the years of the infographic. 2016 will be the
year of the video.
Infographics are picked up by publishers because they are
unique. Now it will take video to separate yourself from the
rest.
@tonypassey

17. It’s about great content.
Guest posting and Joint Ventures in content will be
even more important – Top Influencers.
You must work with authoritative sources because
quality over quantity matters.
@tonypassey

18. Ad Blockers: Threat to Publishers
Ad revenue is suffering because of a 50%
increase in ad blocking since 2014.
Content vs. revenue will change.
• Pay Walls??
@tonypassey

19. Ad revenue/traffic could be hurt by
Google Enhancements
Google recently was testing 4 ads at the top.
Direct answers and knowledge graph are giving users a
reason to stay on Google.
They will continue to look for ways to monetize.
@tonypassey

20. Mobile Traffic Increasing
Mobile search results are here to stay.
The majority of our time on smart phones is spent in
apps.
• 2016 could be the year of app conent indexation.
@tonypassey

21. 4 Tools every site owner needs to check.
• Mobile Search Results
– Mobile Friendly Test Tool
– Mobile Usability in Webmaster Tools Platform
• General Search Rankings
– Pagespeed Insights
– Majestic’s Search Explorer
@tonypassey

22. Recap
1. Each customer segment gets reached through
specific mix of channels
2. Organic is becoming even more content
centered and revenue problems may drive
more changes.
3. Make sure you have a strategy for Mobile and
that you are prepared. Now.
4. Use the best tools to find the best info. Not all
tools are created equal.
@tonypassey

23. @tonypassey
tony@firetoss.com
linkedin.com/in/tonypassey
firetoss.com/tools