Which digital marketing will give businesses the best results in 2016? In this presentation to the Smart Insights Digital Marketing Priorities 2016 Summit Dave Chaffey covers lots of specific techniques covering Content Marketing, SEO, Mobile marketing and Marketing Automation.
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
6 Digital marketing trends for 2016
1. Digital Marketing Priorities 2016
Brought to you by:
Digital marketing Trends 2016
Dr Dave Chaffey
CEO
SmartInsights.com
What are the new techniques you should be thinking about implementing in
2016? Dave will cover examples of innovation in best practices across all the
core digital marketing techniques including Content Marketing, Marketing
Automation, AdWords, SEO, Social media, Email marketing and website design.
#PlanToSucceed
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Digital Marketing Trends 2016
Smart Insights – BrightTALK
Digital Marketing Priorities 2016 Summit
Dr Dave Chaffey. SmartInsights.com
3. 3 3@DaveChaffey @SmartInsights
About Dave
o Consultant and trainer in ‘Internet
marketing’ since 1997
o Author of 5 bestselling books on
digital marketing
o CEO and Editor of SmartInsights.com - a
digital marketing advice site with 130,000
members in over 80 countries
o DIY templates, planning guides
courses
o Customised in-company Training
and Consultancy
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Q. Which
digital
marketing
activity will
most
INCREASE
your
commercial
returns in
2016?
Digital Trends 2016 post
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Vote!
Which digital marketing channel will drive the most
website visits, leads and sales for your business in
2016 (last click)
Affiliate or partner marketing
Display advertising / Re-targeting / Programmatic
Organic search / SEO
Paid search / AdWords
Social media marketing
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Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme
Nursery
programme
Spot the winners
Prevent Lapsing
programme
Lapsed programme
Behavioural
Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each
programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature
Email
Sent wk. 2 each month to all contacts
Offers and
Deals
Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
‘State of the Art’ Automation example
Monthly Planning Framework
Source: Harriet Mitchell Smart Insights Digital Impact conference
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The RS Newsletter
Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Local Module
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules
Optional modules for any local activity/information.
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Is Most Business Blogging a
Waste of Time?
1. Be AWESOME!
2. Think like a
publisher
3. Understand what
works for others
4. Less is more
5. Mix it up with a
range of content
formats.
6. Build links by
partnering
Dave’s article
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How are you prioritising
your content?
Criteria?
Rev/visit?
Demand+ lead
gen?
Amplify?
Brand fit?
SEO?
Longevity?
Authority/Thought
Leadership?
Differentiation?
Individual pain
points?
Lead-scoring
Repurposeability
Risk/reward?
Re-targeting
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TREND #3 BIG DATA -1
99% of
companies believe
a single customer
view is important
… but only 24%
have a single
customer view
today
Source: Raab associates quoting
Source: Experian, Data Quality Benchmark Report, 2015
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Mobile design support - Vote!
A. Don’t have a mobile optimised site
B. Separate mobile site
C. Mobile responsive design
D. Mobile adaptive design
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TREND #6 SOCIAL MEDIA MARKETING − 0
comScore: Facebook remains the goliath of social media, leading all with
81 percent reach of the total digital population and nearly 230 billion minutes
of user engagement. Time spent that is 18x that of the next biggest social
network, Facebook had to be excluded from the graphic
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Has LinkedIn destroyed
marketing opportunities for 2016?
New: Remarketing
(Lead Accelerator through Bizo acquisition)
New: Slideshare acqusition
But…
LinkedIn Pulse blog platform gives some cut-through
Prohibitive CPCs on Ads / Sponsored Updates
Groups now spam ridden with auto-posting and
can’t find lower volume quality groups
Featuring products/services on pages long gone
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Mobile Search Tipping Point past
Source: Google Data presented at ScreenPages event Mar 2015
B2B is different - Smart Insights latest figures – new visits
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B2B example – is this just
keyphrase research?
1 “What is CRM?”
2 “How is Enterprise CRM Software Different than
Medium and Small Business Software?”
3 “CRM Data Integration and What That Means for
an Enterprise”
Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ.
Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you
missed an opportunity during that micro-moment if your competition created the content that John found.
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Let’s Connect!
Questions & discussion welcome
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Notes de l'éditeur
Review ‘What’s Holding People back’
Be Awesome! Average, ‘me-too’ blog content won’t get engagement – some content has to have the investment to cut through – what Michael Stelzner of Social Media Examiner calls “Nuclear Content”.
Think like a publisher! Yes, it’s been said many times before, but the report also looks at sharing patterns for publishers like The Economist, NYT and Buzzfeed. They are certainly succeeding in gaining links, it is possible… if you have the creativity and resources.
Understand what works for others! As you may know, Buzzsumo is a tool which shows the posts that are most effective in a category. See what works for others and then follow their lead.
Less is more! Likely you don’t have the resource, so you have the choice of giving up or posting less, perhaps longer form posts that gain more traction, for example.
Mix it up with a range of content formats! There isn’t a definitive content format, although we know that long form, list-based, visually-rich content works best. Be creative by using formats you haven’t used before and stretch your brand by being more controversial than you usually would.
6. Build links by collaborating with partners! Google doesn’t like spam of course, so they tell us not to build links, but encourage them to be created organically through content.
Fair enough, but the research shows this is an inefficient way to build links. Working this way also enables you to share audiences and links naturally as Buzzsumo and Moz show in this research and Smart Insights and HubSpot have shown in our joint research on Competing with Content Marketing. This shows that the vast majority of marketers still believe in content marketing and are investing in it with a quarter increasing head count and 71% creating more content in 2015 than 2014. The question is – is it the right type of content…?! - See more at: http://www.clickthrough-marketing.com/is-most-business-blogging-a-waste-of-time/#sthash.nMmjbn3i.dpuf
Superlative: Epic, awesome, nuclear content
The head of AdWords, Jerry Dischler, said "the idea of a linear customer journey is long gone" and that micro-moments have taken its place. This concept is easy to understand in a direct-to-consumer business, but many B2B marketers are having a hard time understanding how this applies to them.
John is a sales director for a manufacturing company. His company utilizes a CRM tool that isn't fulfilling his need to understand the demands of his customers and accurately predict their needs. John's journey began with trying to better understand the current CRM software and determine if there were advanced features that would fulfill his need.
During this process, John spent his available time researching their software and because he is so busy, most of that time was when he was commuting to work on the train. During John's research, he stumbled across information about a different CRM product, and how it differs from his current software and provides the sophistication he needs.
If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found. Did John head down a journey that culminated in determining that your competition fulfilled his need and convinced his C-Levels to make the switch? Maybe not. But by not having content on your website that matched the intent of John's search query, your company missed an opportunity to enter into his customer journey. These types of micro-moments are what B2B marketers need to anticipate in order to attract customers at higher levels of the customer journey.
15% of queries
3rd most important signal
Used to assess ambiguous queries
Extension of Hummingbird into Natural Search