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STATE OF MARKETINGSTATE OF MARKETING
GEERT DE LAET – TECHNOLOGY EVANGELIST MARCH 30 2017
WASSUP
1. OUR MOBILE WORLD
2. FROM CONTENT TO EXPERIENCE
3. WELCOME TO THE COGNITIVE ERA
LUNCH
STATE OF MARKETINGSTATE OF MARKETING
OUR MOBILE
WORLD1
GEERT DE LAET – TECHNOLOGY EVANGELIST MARCH 30 2017
WASSUP
Nomophobia/nōmōfō’bē /noun
The fear of being without your phone
10%
20%
30%
40%
50%
60%
70%
80%
90%
LIVING IN THE MICRO-MOMENTCHAPTER
#1
”Mobile has forever changed the way we live, and it’s forever changed what we expect of brands.
It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments.
Each one is a critical opportunity for brands to shape our decisions and preferences.
#1 | A full website experience on mobile
How to be present:
DESKTOP
MOBILE
DESKTOP
MOBILE
#2 | Follow the Google UX guidelines
How to be present:
#3 | ‘The need for speed’
1.52
Seconds
6.43
Seconds
40% of users abandon a site that
takes more than 3 seconds to load“
”How to be present:
Suited for static content:
articles, blog posts, recipes, product lists, …
Possibility to provide ads
Analytics integration with e.g. Google Analytics
A/B testing
Password-protected content
Caching by Google
#3 | ‘The need for speed’
How to be present:
AVERAGE RANKINGS AVERAGE CTR RETURN WITHIN 7 DAYS
#3 | ‘The need for speed’
How to be present:
Increased focus on images on mobile
Write concise
Short, strong titles
Start with a couple of sentences that draw attention
Short paragraphs
Use the inverted pyramid
#4 | Optimize content for mobile
How to be present:
…
#4 | Optimize content for mobile
How to be present:
Be relevant to users’ needs in the micro-moments
#4 | Optimize content for mobile
How to be present:
#5 | Reach for position #0
How to be present:
Text
Lists (ordered or unordered)
Images
Charts
Tables
ORGANIC SEARCH
RANKING FACTORS
ENGAGEMENTMETRICS
+
CONTENT INSNIPPABLE
FORMAT
+
#5 | Reach for position #0
How to be present:
ORGANIC SEARCH
RANKING FACTORS
ENGAGEMENTMETRICS
+
CONTENT INSNIPPABLE
FORMAT
+
It may actually be easier to get from
#5 to #0 than it is to get from #5 to #1
Be a better match.
Be a better answer to the question.
It's good for users.
- Dr. Pete Meyers, Moz
POSSUM
3-pack
#6 | The importance of local S.E.O.
How to be present:
local
finder
organic
#6 | The importance of local S.E.O.
How to be present:
APP STORE INDEXING
#7 | App discoverability
How to be present:
APP INDEXING PROGRESSIVE WEB APPS (PWA’s)
A full website experience on mobile Follow the Google UX guidelines
‘The need for speed’ Optimize content for mobile Reach for position #0
App discoverabilityThe importance of local S.E.O.
CHAPTER
#2 RISE OF THE BOTS
Social sharingover dark social
84%
Social marketing
investmenton public platforms
90%
GAMING UTILITIES SHOPPING ENTERTAINMENT TRACKING CHART
Conversational commerce in its core is
about offering convience and personalisation
and supporting decission processes. ”
WHY BOTS?
Well-known UI: users don’t need to learn a
new interface.
No stand-alone branded app required: Bots
can build upon existing infrastructures of
services like WhatsApp and Messenger (incl.
profile and context data)
This makes the potential distribution a lot
more scalable and usage more accessible,
which is convenient to quickly grow a healthy
userbase
Bots live, just like websites, on servers and not
on our devices, like apps. Consequently, they
are easier to develop, maintain and update
Visibility on the notification screen
Possible application for supporting the whole
customer journey
INTRODUCING: SOLOBOT
MADE BY
INTRODUCING: SOLOBOT
MADE BY
INTRODUCING: SOLOBOT
MADE BY
APP FATIGUE:
65% of users download no new appsSoftware with a large variety in
functionalities will never fit in a bot
Apps can offer a richer experience
Linking to an app from a chat
offers a larger visibility to apps.
I believe Facebook’s recent launch is the
beginning of a new application platform
for micro application experiences.
The fundamental idea is that customers
will interact with just enough UI,
whether conversational and/or widgets,
to be delighted by a service/brand with
immediate access to a rich profile and
without the complexities of installing a
native app, all fueled by mature
advertising products. It’s potentially a
massive opportunity.
-A. Batalion, Lightspeed Venture Partners
”
FUTURE OF SEARCH?
Digital assistants aim to be the go-to place
to answer questions during the different
micro moments, which was until now
(mainly) Google territory.
On top of that, without a page of links
between your intent and the transaction,
there’s nowhere for AdWords to show up.
Brands that see mobile as the
“second screen” risk losing relevance
with connected consumers
mobile is a lifestyle,
not a channel
1| Map the mobile customer journey
TOUCHPOINTS
& DEVICES?
ROLE OF MOBILE IN
CUSTOMER JOURNEY?
WHO ARE THE
MOBILE CONSUMERS?
What defines them?
What is different about their journey?
What are their expectations?
How do they define success?
2| Architect the mobile experience
INCLUDE FEEDBACK
MECHANISMS
USE OF IMAGES
CONTENT AIMED
AT NEEDSDESIGN FOR
TOUCH
HOW TO MAKE USE OF
DEVICE CAPABILITIES?
…
3| Measure & optimize
POSITIVE SENTIMENT
TASK SUCCESS RATE
MOBILE SITE TRAFFIC
MOBILE LEADS
APP RATING
BOUNCE RATE
PAGES PER VISIT
CONVERSION RATE
PAGE RANK IN SEARCH
AVERAGE ORDER VALUE
FRE UENCY OF VISIT
NPS
MO
BIL
E M
ET
RIC
S
POSITIVE SENTIMENT
PAGE RANK IN SEARCH
MOBILE SITE TRAFFIC
MOBILE LEADS
PAGES PER VISIT
BOUNCE RATE
APP RATING
CONVERSION RATE
TASK SUCCESS RATE
AVERAGE ORDER VALUE
FRE UENCY OF VISIT
NPS
MO
BIL
E M
ET
RIC
S
WHAT IS THE ROI
OF NOT INVESTING
IN MOBILE?3| Measure & optimize
TOO LONG;DIDN’T LISTEN #TLDL
The mobile way forward: map the mobile journey, architect
mobile experiences, measure and optimize
#StateOfMarketing
Mobile has fractured the consumer journey into hundreds of
real-time, intent-driven micro-moments. #StateOfMarketing
Mobile SEO is the new #SEO. Focus on full experience,
usability, speed, content optimization, local SEO, app
indexing. #StateOfMarketing
84% of social sharing happens via ‘dark social’ but 90% of
social marketing investment is on public platforms.
#StateOfMarketing
#Bots are changing the way people interact with brands
through ‘just enough UI’. #StateOfMarketing
STATE OF MARKETINGSTATE OF MARKETING
ENJOY THE
GEERT DE LAET – TECHNOLOGY EVANGELIST MARCH 30 2017
WASSUP
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