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10/26/16
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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.
