The document discusses how digital marketing and customer experience is changing. It notes that consumers now shop across online and offline channels, with the majority conducting online research before purchases. It emphasizes that digital experiences must be optimized for mobile, where search and social media usage is growing. It provides tips for rethinking goals, mapping tactics to customer touchpoints, understanding intent and personalizing experiences. It highlights the importance of user experience, speed, and content optimization for voice and local search. It also discusses emerging technologies like chatbots, progressive web apps, and how artificial intelligence will continue to transform digital marketing.

1. Rethinking digital
marketing for
customer
experience
Benu Aggarwal

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It’s about
experiences

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Because consumers shop online and offline
51% 44%
ONLINEHYBRID
17%
SEE,BUY
32%
PRICE,SEE,BUY
It's less important for a shopper to be present in-store than for the store to be present
wherever and whenever a shopper needs it.
Source: https://www.thinkwithgoogle.com/articles/mobile-shoppers-consumer-decision-journey.html
Research online
and visit a store
to purchase
Research online
and purchase
online
Visit a store first,
then purchase
online
Research online,
visit a store to view,
then buy online

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Online is
buying
“touchpoints”

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Key search trends are driven by user experience
Blue:
Official Google Updates
Red:
Google/Alphabet
acquisitions
Green:
Main posts in Google
Webmaster blog
Purple:
Main Google patents
published
Brown:
Google products launched in
market

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Mobile is changing customer journey
Users juggle devices & services as mobile search grows
Auto Apparel Travel HomeFood Media Beauty Electronics
+30% +40% +25% +45%+30% +20% +30% +40%
Finance
+35%
The typical user owns
3.8 connected devices
75% use social
apps every day
It’s no longer enough to be on the “web” … you need to be … everywhere

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Start with goals
Build
loyalists
Brand
protection
Customer
acquisition
Drive direct
revenue

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Map goals to your tactics and results
The right content to the right user at the right time.
Set explicit
goals
Identify customer
touch points
Identify your
channels
Measure across
all channels
AMPBoosted
social
Remarketing
ads
Reviews Socialmedia
sweepstakes
Community
engagement
Dynamic
content

9. Framework for mapping goals to
channels and tactics
Consideration
Engagement
Conversion
Awareness
Visibility, presence
Visitation & traffic
Micro-conversions
Purchases, RFPs
AMP Local In-market
display
Things
to do
Remarketing
ads
EmailEvents,
blog,news
Boosted
social
Rich
snippets
Consistent
UNAP
FAQ
Pages
Reviews Branded&
meta-search
Video Social
Social media
sweepstakes
Fresh local
content
Community
engagement
Messages
chat
Email
signups
CRO Remarketing Branded
search
Dynamic
content
Revenue
recovery

10. User Intent &
personalization

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Rethink Intent - Personalize User Experience
DREAM
How consumers start
their travel plans
PLAN
The role of mobile
in the planning
process
BOOK
Getting the most from
your booking process
EXPERIENCE
Leveraging the
post-booking
experience

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Understand your customers
What we know about your customer
Audience
Young professionals
Primarily couples
College educated
Age 26 – 45
Located in major metro areas Target Messaging
We want to help you plan your
future
We create a relationship with clients
that lasts a lifetime
Full-service solutions to help you
plan your life and fulfill your dreams
Jim and Kathy Miller
GOALS:
Wewant informationon our banking
options and available services.
Wewant to plan for retirementand for
the purchase of our firsthome
Attributes
College educated
Urban professionals
Interested in travel
Want to grow
investments
Motivations
Income
Stability
Growth
Travel
Ambition
Credit

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Align Digital Assets with Customer Journey
Dream Plan Book Experience

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Making the content visible in search
14
Content + Schema = Context
Schema gives content
“contextual relevance”
Schema are used by
all major search
providers
Schema are critical
for voice search
Building
102 stories
Built 1930
restaurants
Visiting hours
Make bigger

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Topical themes … the new keywords
Does the Millwood Inn have an airport shuttle?Millwood Inn airport shuttle

16. Matching user intent with content
Transactional IntentNavigational IntentInformational Intent
Goal: Provide
expertise & positive
shopping experience
Goal: Convince user
to make purchase
Satisfy all search intents with a variety of content
Goal: Attract wider
users that are
unfamiliar with brand
“I want to know” – what,
why, and how?
“About business” “Buy, book, convert”
80%
10%
10%
I WANT TO GO
Guides
How-tos
Tools
FAQ
I WANT TO KNOW

17. Content optimization: Are these questions being
answered? – Informational Queries - 80%
How do I clean
my silver jewelry?
What new spring
charms do you
have?
What should I
get my girlfriend
for Christmas?
Can I return this
necklace?
Do you engrave
wedding rings?
Where was this
bracelet made?
When does the
store close?
What earrings go
with this
necklace?
Create the in-store experience online and in search.

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Zero Position leads to High CTR – Optimize for
voice search & User Intent
By 2020, 50%
of search will
come from
voice

19. How user intent and search goes together?
systematicincreaseinrankings
Total
Keywords
Pg. 1
Rankings
Pg.2
Rankings
+85% YoY +957% YoY 100% YoY

20. UX (User
experience) is the
new SEO

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Speed, the key to UX

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Switch to HTTPS
It’s good for
search
Better for
users
Required for
AMP, PWA
Preferred by
Chrome

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Focus on UX for local ranking
Impact of behavioral
signals (how users
interact and engage with
the website) increased
+18.2% vs previous
year
Impact of review signals
increased 21.5% vs
previous year
Source: https://moz.com/blog/local-search-ranking-factors-survey-results-2017
Personalization (19%)
Google My Business
(19%)
Citations (13.3%)
On-page (13.8%)
Links 17.3%)
Reviews
(13.1%)
Social (3.5%)
Behavioral (10.1%)
Local
Pack/Finder
Breakdown -
2017

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UX Case study
14% Lead Conversion ratio 7% Lead Conversion ratio 3.3% Lead Conversion ratio

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Which listings do we trust? – OTA, Trip Advisor,
Yelp all marking reviews with SCHEMA’s.

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Building trust on your domain

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Enrich data: leverage knowledge graph

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Reviews with star drives high CTR
Source:
https://www.brightlocal.com/learn/review-search-
click-through-study/

29. What’s coming

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Google Lens – shows reviews, relevant business
attributes
Hotel Nikko San Francisco
4.3
4-star hotel - Tenderloin
Augmented reality,
mix the data from
WWW with the real
world, in real time

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AMP is HERE Study detail (Mobile only)
# of properties 12
Visits (Year-over-year change) +59%
Visits (30 days prior to AMP vs. post
AMP) +34%
Impressions (30 days prior to AMP
vs. post AMP) +54%
2B pages, 900,000 domains
“99 per cent of AMP page loads are
faster than 8 seconds, that’s also
good vs 22 seconds on average for
Non-AMP.
Google Team
Speed 10x higher
Engagement 20x higher

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Progressive web app (PWA), the new mobile site
Deployed to a server Accessed via URL Indexed by search
• App-like interaction
• Offline usage
• No need to download
• Push notifications
Why progressive web?
70% higher
conversion
3X less
data usage

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From mobile first to AI first
Customer Service Bots
Help with online
FAQs, orders, etc.
Marketing Bots
Guide users to relevant
product or services
Product Bots
Gather usage
data to improve product

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Chatbots in action:
Sephora, Tommy Hilfiger, BofA

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Milestone’s Bot

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Key Takeaways
UX is the new SEO Speed is critical ContextpowersAI
Mobile First
Chat Bots, PWA,
AMP

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Thank You
Questions?
www.milestoneinternet.com
blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc