3. WHO WE ARE
We drive revenue through
digital marketing software
and services
At Milestone, we help over 2,000clientsdrive revenue through digitalmarketing.
Our software suiteenables a holisticapproachto digital marketing that has
shownexceptional resultsover nearly twodecades.
5. Trends in search for 2017
Focus on the journey Omni channel Remove internal silos
In 2017 your customer
will become the center
of your strategy
Customer focus
6. Technology drives new behaviors
Advancements in AI
and machine learning
will continue to drive
new consumer
behaviors in 2017
7. Travel will continue to change
Last month Wynn
announced that that each of
the 4,748 guestrooms at
Wynn Las Vegas and Encore
will have an Amazon Echo
by summer.
8. Airbnb to make travel “magical”
Airbnb is now selling
“experiences” instead
of just “stays”
9. AMP
becomes
critical
Top trends of 2017
Mobile
first
Establish
presence
Omni-
channel
Work the
funnel
Track the
journey
Voice
search
In 2017 The themes are mobile and
omnichannel. AMP and mobile first
design, with voice search leading
the way. User behaviors will
continue to evolve towards a multi-
device, multi-touch engagement
In 2017 digital marketing becomes
even more sophisticated
10. 1. Search Has Gone Mobile
Users Continue To Move To Mobile-First World
11. Mobile search is growing
In 2016 mobile search saw dramatic growth
across multiple categories.
Auto
(+30%)
Apparel
(+40%)
Travel
(+25%)
Home
(+45%)
Finance
(+35%)
Food
(+30%)
Media
(+20%)
Beauty
(+30%)
Electronics
(+40%)
12. KNOW
Where is the
nearest Golf
course?
Where can I get
coffee near me?
BUY
How do I get to
the airport by
2:00?
GO
What shows are
playing tonight?DO
Micro-moments | Driving consumer action
13. Mobile first is now critical
Google is rolling out a
new mobile-first index.
Mobile will become the
primary search index and
will prioritize mobile
versions of content over
desktop content.
14. AMP is the new face of mobile
0.7 sec.
Traditional site
AMP is about a faster, more
engaging mobile experience
(Median page load times in seconds)
22 sec.
AMP site
AMP translates to results
61% higher CTR
17. Optimize for voice search
20%
Of searches are
now voice-based
Of searches are
expected to be voice-
based in 4 years
Of voice searches
have “local intent”
50% 22%
(google)
(comscore)
(google)
21. Poll Question
How do you measure the success of your digital strategies?
a) Traffic year over year?
b) Measuring conversion funnel?
c) Customer interactions across stages
d) All of the above
24. Schemas drive your identity
Price rangeStar rating
Images
Schema tags help
you saturate your
web presence
25. Build it … and they will come
New traffic from
users searching
for a category,
product or
service
26. 4. Omni channel strategies
Users are everywhere, you need to be there as well
27. Users juggle devices & services
It’s no longer
enough to be on
the “web” … you
need to be …
everywhere
57%
Use more than one device
75%
Use social apps every day
28. Your location matters
Be Everywhere
Apple processes
5 billion map
requests per week
5B
Your business
in front of
billions of
people
Your location
across
directories,
apps, social
channels & more
29. Your omni-channel strategy
Start with personas
“who is your customer?”
Use data for
better decisions
Leverage keywords
from paid & organic
Gap &
competitive analysis
Content drives
engagement
Integrate &
cross-promote
Personas Data Keywords
Competition Content Promote
30. Omni-channel
Want to target
weddings, use
GA, AdWords
Create content
showing what we
offer for weddings
Promote weddings
On social channels
Wedding
paid campaigns
Highlight
wedding features
in local listings
Seek out
wedding related
back-links &
content
WEDDINGS
‘
31. 5. Conversion funnel & customer journey
User behaviors change, you need to keep up
32. What is CRO?
Conversion Rate Optimization is the continuous optimization
of how you engage customers and drive them to conversion
Adapt to
changing user
behaviors
Focus on details
that have
impact
Evolve your
process as you
learn more
33. CRO: Split URL test
Control
Variation
19%
Increase in
floor clicks
9% Increase
in “book a wedding”
18% Increase
in audio-visual clicks
2% engagement
clicks
34. Omni-channel & analytics
For your omnichannel strategy to
succeed you must measure across
devices, visits, channel – and buyer stage
Multi
device
Multi
visit
Multi
channel
Track users
across multiple
devices
Track across
visits and
sessions
Track across
engagement
modes
Consideration
Engagement
Conversion
Awareness
36. Takeaways
Put the client
at the center
Open doors
and work across
functions
Focus on mobile
before anything else
Conversion is
a moving target
You cannot change
what you do not
measure
Sara:
Hello everyone, I see we have people joining us from all around the world so I want to thank everyone for taking their time to attend our Competitive Intelligence, Am I Doing It Right webinar!
A few quick things before we get started, we have muted everyone to avoid audio disturbance. If you have any questions as we go through the presentation, please feel free to ask them using the gotowebinar chat box and we will address those questions at the end of the webinar, if time is running tight we will answer the questions in our blog. This webinar is being recorded and the video will be shared on our blog, look for this by the end of the week.
Today, for those that stay with us through the presentation we will be giving each and every one of y'all a complimentary digital presence audit.
Before getting into too many details, lets meet the people on the call today.
I am Jake Brennan from Milestone’s Santa Clara office and I will be the moderator for this webinar.
Our speakers today are Benu Aggarwal, our president and founder, and Walter Paliska, our VP of Marketing, both from our Santa Clara office
So let’s start the webinar and we’ll begin with Walter… Walter
Thank you Jake …
Before we jump into the webinar, let’s talk a little about Milestone
At MS we help drive revenue through digital marketing sw and services
20 years, 2,000+ in hospitality, retail & finance
We work with some of the most renown names in the industries we serve
Most major hotel chains, ownership groups, management companies, Independent hotel groups and retail chains
We work with both upscale and select service hotels
Similar mix of branded vs. independent hotels
Top clients include Hyatt, Wyndham World Wide, SBE Hotels and True Value hardware.
cover major trends impacting our customers in 2017
2017 will be all about focusing on customer needs
Starting with Customer Journey – because you need to understand your client behaviors to provide best service
And Omni channel – because you need to start thinking about the whole process, not the parts
Related to omni-channel, - the need to remove silos, to ensure you work as a whole
2017 Will also continue to see huge changes in technology
AI and ML will continue to drive consumer behavior
Voice recognition will continue to impact search and DM
This leads to new ways of delighting our customers …. A couple of examples
Just this month Wynn hotels announced that each of the rooms in 2 of their hotels will have amazon echos by summer
open the blinds, change the temperature, turn on the lights, and control the TV with your voice
It’s all about a ‘magical’ experience
AirBnB is also focused on magical experiences
Last year they launched ‘travel guide’ personal travel experience when in town
Now, they can enable a more personalized, more “magical” experience through local guides – all done through their site
When you get there, the adventure is waiting
We see some critical trends for 2017 related to user behavior and technology:
Mobile users will continue to grow – so mobile first will be a must
AMP makes mobile better – so AMP will become critical
Having a complete digital presence will become VERY important
Voice search will push the boundaries of search and digital marketing
Omni-channel will become critical to marketing success
Staying on top of your customer funnel will be critical in 2017
And related to the funnel, understanding and measuring your customer journey will be a key trend
Welcome every one
Most exciting speaking of the year – Connecting with all of you – our employees, Customers and Partners
We all live online. According to Google latest release, More than 60% of queries are coming on mobile
Lets find out what does it take to increase share of your mobile searches
Mobile is growing in every industry spherically in Travel industry. Almost 25% increase
1. Mobile has forever changed. It's fractured the consumer journey into hundreds of real-time, intent-driven micro-moments
2. need to fly out, problem solving moments, need to know etc.
3. For business it Is all about full filing customer needs and ensuring rock solid user experience
Google released free tool to test how your site is performing across mobile and desktop.
Google recommend score of 85 or more. Your site might be slow because of reasons unknown to you. This tool does give you breakdown why your site is slow.
You can also check out Milestone new tool called intellistar which gives you similar data, as compare to your comp-set.
Download time is one of the most critical factor for you site performance.
Goal is to keep checking your website speed not do it once and forget about it.
AMP pages loads 3 times faster than normal site.
Has higher CTR
Even beats trip advisor for branded and non branded keywords ranking.
Milestone team is working with Google AMP team closely
We are one the very first AMP site in travel industry
Better UX means easy to read, giving most actionable information without having to scroll
Do not make me think, Do not make me scroll. Phone, Call to actions right in front of you.
Voice is all about action questions – What why, how - What are my customer asking for?
According to Google IO – 20% of Voice queries are coming on mobile
In 4 years, it will grow to 50%
Most voice quires are local in nature
Very first step
Enhance your attributes – Every where – Boutique, Pet Friendly
Make content actionable and conversational – Give user what they want
FAQ – Ask Concierge desk what they want
Lets see how can we even do better – Get in to zero position – Feature Box
Featured snippet – Leverage google API for Voice Search and find out every thing customer is asking on voice devices for your hotel, for your destinations, for attractions and give comprehensive answers
US search awards
Gave users what they wanted
The Knowledge Graph is a knowledge base used by Google to enhance its search engine's results.
Google uses semantic search to get results into a database and uses machine learning algorithms to show ranking results.
Schema is a type of microdata that makes it easier for search engines to parse and understand the information on your web pages more effectively.
Helps in serving most relevant results to users based on search queries.
Not just web site, recovery module, chat modules all can be optimized
All about improving experience and conversion
Combine CRO with retargeting to learn from non-converting users and re-engage
For example, Milestone recently conducted a CRO test for one of our clients
Goal was to increase engagement on wedding part of the site
The test was to put content above the fold, and imagery below the fold (against the grain)
Results were amazing – higher engagement, higher bookings
Benu spoke earlier about omni-channel – but how do you measure it?
There are a lot of moving parts: Multiple devices, multiple visits and multiple channels
According to Google there are 4 fundamental stages: Awareness, Consideration, Engagement and Conversion
You must measure audience interaction across ALL 4 stages and across all devices, visits and channels
To measure your omni=channel engagement you need to be able to track each segment
For example, here we are tracking how the conversion stage is affected
We can see the impact of Organic, paid search, social –
Drill down to see the contribution of each source of traffic
With this type of an approach you can start to measure the value of your efforts