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8/10/2019 Gyro b2b Checklist 1.16.14
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WEBINAR TITLE HERE
TRENDS FOR 2014
1
B2B Checklist:
MUST-HAVESFOR SUCCESS
IN 20144
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4
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Michael Agnello
Business Development
Ian Dahlman
Director of Search
Emily Guthrie
Director of Global
Media
Cristina Heise
VP of Buyer Experience
Planning
Amber Long
VP of Engagement
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MUST-HAVE
#1Keep Up With the
Engines
B2B CHECKLIST:
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USER BEHAVIOR DRIVING
NEW SEARCH ALGORITHMS
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400200
02007 2008 2009 2010 2011 2012 2013 2014 2015
Number of Global Users (Millions)
Desktop
Mobile
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BATTLE FOR SEARCH ENGINE MARKET SHA
Bing has begun integrating its search offering into hardware to increase
market share versus Google.
Platform Market Share
Search Engine
Google 70%
Bing/Yahoo 30%
Desktop
Windows (Bing) 90%
Mac (Google) 10%
Mobile + Tablet
iPhone/Android 88%
Windows Phone 1%
*Q4 2013, NetMarketShare.com
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GOOGLE RESPONDS TO MOBILE TREND
Hummingbird Search Algorithm
Complete overhaul of algorithm to produce
content that is more relevant to spoken or
mobile queries
Focuses on intent
Understands conversational queries
Considers synonyms now
How will this affect content creation?
*November 2013, Link-Assistant.com
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NICHE SOCIAL
MEDIA PLATFORMS
2014 will be the year for niche,
interest-based social media
sites that offer new ways for
brands to reach customers.Users are tiring of the clutter.
11
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Do you believe the move to device
integration by Bing will result in a
signicant increase in market share
within:
1. 1-3 years
2. 3-5 years
3. No one will be able to shift market from Google
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MUST-HAVE
#2Get Experience
with RTM
B2B CHECKLIST:
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REAL-TIME MARKETING
Triggering relevant messages across channels that
respond to what customers are doing NOW.
Source: GolinHarris, Insights, March 2012
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FUELING THE TREND
Improved targeting capabilities
Evolution of data management solutions
Advanced/predictive analytics
Programmatic/real-time buying solutions
Expansion of social media platforms
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HOW TO GET THERE?
Assemble your team and set yourself up for success
Tune in to your buyers and stay in touch
Plan for small victories
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What are your organizations biggest
barriers to adopting real-time
marketing strategies?
1. Limited resources
2. Access to data
3. Company culture
4. Privacy concerns
5. Implementation of technology
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MUST-HAVE
#3Create Content
Efciencies
B2B CHECKLIST:
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SAVORING THE SAWDUST
Focus on the untappedcontentopportunities at your ngertips
Hidden and unknown content
Neglected content
User-generated content
Behind-the-scenes content
Source: Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, HarperCollins, November 2013
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IN YOUR BACKYARD
In 2014, all business units
should touch content and social
in some way
Leverage those touchpoints
(HR, customer service,
procurement, R&D,
engineering, etc.)
Source: The Social Media Manager Is Dead.Long Live Social Media, Fortune Magazine, October 2013
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TREND-JACKERS UNITE
In 2013, brands createdtheir own trends
In 2014, create more efcienciesand work smarter
Jump on currently rising trends
Take advantage of already established successes its okay
Accidental business
Source: Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, HarperCollins, November 2013
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THE COMPACT IMPACT
Pack a snackable
punch
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Do you have a process in place forfunneling new content opportunities to
the marketing department?
1.
Yes, we have basic content/idea submission processes in place
2.
Yes, we have an incentive and submission program in place
3.
Yes, but we use another method
4.
No, we do not have a process in place
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MUST-HAVE
#4Produce Powerful
Experiences
B2B CHECKLIST:
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MILLENNIALS EXPECT EVERYTHING
Gen Y and Millennials are continuing to move into purchase decision roles
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TRENDSETTERS HANGING OUT
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INTERACTIVE DATA VISUALIZATION
Source: Does Your Company Actually Need Data Visualization, Harvard Business Review, Nov. 14, 2013
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PARALLAX SCROLLING PAGES
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PERSUASIVE TECHNOLOGY
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1960S BEHAVIORAL ECONOMICS MEETS
USER EXPERIENCE
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PEOPLE DONT WANT DUMBED DOWN;THEY WANT UNCOMPLICATED
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Whats the most engaging experience
for your audience that earns results?
1.
Content or product catalog with powerful search, sort and lter
tools
2.
Interactive data visualizations or immersive experiences
3.
Parallax sites that work well on mobile
4.
Some persuasive technology or mobile, location-based
enablement
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MUST-HAVESFOR SUCCESS
IN 2014
Keep up with the engines
Get experience with real-time marketing
Create content efciencies
Produce powerful experiences
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Questions?
THANK YOU
CAN WE USE THEQ&A SLIDE FROM
PREVIOUS
WEBINARS?
MUST-HAVESFOR SUCCESS
IN 2014
B2B Checklist:
4
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