Ten Trends that will Shape the 2017 Digital Landscape

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TenTrendsthatwillShapethe2017DigitalLandscape

PaulTenHaken |@paultenhakenPresident,ClickRain

AllcontentinthisdocumentiscopyrightmaterialofClickRain,Inc.2016andmaynotbereusedwithoutpermission.

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StateOfDigital

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• 95%ofrespondentsinaTrustYou surveyreadreviewsbeforebooking(Tnooz,2015)

• 4in5TripAdvisoruserswill“usually”or“always”referencereviewsbeforedecidingonanattractiontovisit,especiallyGenerationX(74%)(TripAdvisor,2015)

• Thereare200newusercontributionstoTripAdvisor everyminute(TripAdvisor, 2015)

TrustBasedMarketing

Source:AccentureInteractiveCMOStudy

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So,WhereAreWeHeaded?

TenTrendsthatwillShapethe2017DigitalLandscape

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EmailShouldStillBeYourBFF

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KeyTakeaway

Segment,customize,getcreative,andfallinlovewithemailagain.

DataAnalysisIsMoreThanGoogleAnalytics

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Predictivemarketingisthepracticeofextractinginformationfromexistingcustomerdatasetstodetermineapatternandpredict

futureoutcomesandtrends.

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Source:Everstring 2015

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ToolsYouNeedToKnow

LookalikeAudiences

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CaseStudy:

KeyTakeaway

Assigndatatosomeoneinyourorganization.

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VideoisNotOptional

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78%ofpeoplewatchvideosonlineeveryweek.

(MWP,2015)

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YouTubereachesmore18-49yearoldsthananycablenetworkintheU.S.

(YouTube,2015)

DigitalvideoadrevenueintheUSreached$7.8billionin2015,up55%from2014.

(Livestream)

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70%ofGenZs watchatleasttwohoursofYouTubeperday.

(Upfront Analytics,2015)

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KeyTakeaway

Short-form,target-adaptablevideocontentisthemostimportantpartofyourdigitalstrategy.

ContentPersonalization

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74%ofonlineconsumersgetfrustratedwithwebsiteswhencontentappearsthathasnothingto

dowiththeirinterests.

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- Janrain

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Source:2016DigitalMarketerSurvey

ThePersonalizationSpectrum

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KeyTakeaway

Peoplewanttobetreatedasindividuals,notasa“targetmarket.”Talktothemassuch.

TheMobileOpportunity

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Mobilebookingsintravelhavegrownby1700%between2011and2015,movingfrom

1%to18%ofonlinerevenues.

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(FredericGonzalo,2016)

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KeyTakeaway

Ensureamobilefirststrategywithallofyourdigitalefforts.Duh.

MarketingAutomation:TheNewNormal

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Simplystated,itistheprocessofautomatingvariousmarketingtasks.

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Automatedemailsgenerate:

0.5%higheropenrates152%higherclick-throughrates75%ofemailrevenue

Sources:EpsilonEmailInstituteandDMA,2015

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Platforms

KeyTakeawayBeginexperimentingwithbasicautomationprocessesand/orplatforms,evenifthatissimpleauto-responders.

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GettingRealAboutApps

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KeyTakeaway

Developanappifandonlyifitmakessense.

AdBlockingWillForceCreativity

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KeyTakeawayCreateadvertisingthatdoesn'tfeellikeadvertising.Makethingsfun,engaging,compelling….inshort,createcontentpeoplewanttoparticipatein.

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TheGrowthofVirtual/AugmentedReality

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• Trybeforeyoubuy(orbook)

• Creatingexperiences

• Creatingmarketingopportunitiesw/inaugmentedreality

Benefits?

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KeyTakeaway

Startexperimenting.

MarketingSpecialization

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Generalizationà Specialization

• ManageandbuildvariousABMdatabasesandcampaigns,includingresponsivedesigntemplates,calls-to-action,andmetrics.

• Segmentlistsbasedonbehaviorslikepastemailengagementandwebsiteinteractions(contentdownloads,sitepagevisits,etc.).

• Measureresultsandoptimize thenurturetracksforthesesegmentstoincreaseleadconversion.• Workwiththeheadofmarketingandotherteammemberstodevelopdigitalstrategiestointegratecampaignsintosocialmediaconversationacrossallchannels.

• Buildandmanagearichcontent/editorialcalendarthatattractsaqualifiedaudiencetoourownedproperties(includingblogposts,whitepapers,reports,webinars,infographics,etc.).

• Grownewmarketing-qualifiedleadsbyconvertingsitetrafficthroughcalls-to-action,landingpages,andoffers.• Optimizeourmarketingautomationandleadnurturingprocessesthroughemail,content,andsocialchannels.• Establishclosed-loopanalytics inpartnershipwithSalestounderstandhowourin-andout-boundmarketingactivityturnsintoclients.

• Understandandleverageallaspectsofdigitalmarketingincluding:socialmedia,SEM,SEO,displayads,aswellasofflinedataforcampaignoptimizationwhilealsodevelopingtheappropriatereportstotrackandimprovesuccessmetrics.

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KeyTakeaway

KeyTakeawayMarketingwillcontinuetobealesstacticalandmorestrategicdepartmentforyourorganization.Specializedpositions/partnerswillcontinuetobecriticalforsuccess.

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TenTrendsthatwillShapethe2017DigitalLandscape

PaulTenHaken |@paultenhakenPresident,ClickRain

AllcontentinthisdocumentiscopyrightmaterialofClickRain,Inc.2016andmaynotbereusedwithoutpermission.