Digital Observations 2017
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This document provides 10 observations about digital marketing trends in 2017. Mobile usage continues to dominate, with over 50% of searches and most Facebook usage occurring on mobile devices. Customer experience has become a top priority, and artificial intelligence is growing rapidly through chatbots and conversational interfaces. Personalized experiences are in demand, fueled by extensive customer data collection. Search engine optimization remains important, especially on mobile. Design thinking must solve real customer problems and work across all devices. Digital transformation and disruption are ongoing industry-wide trends, while the internet of things is connecting more devices each year. Digital services will become increasingly essential utilities.
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Digital Observations 2017
- 1. Why You Don’t Need to Drink the Kool-Aid… in Digital 10 Observations in Digital (Marketing) that You Cannot Ignore in 2017 By Marc Meyer Digital Response Marketing Group December 7th 2016
- 2. Here’s What I Think About-Every Day… The Internet of Things Artificial Intelligence Virtual & Augmented Reality Mobile Social Media Search Design Big Data And how they relate to the customer…2
- 3. The Gartner Hype Cycle for 2010 3
- 4. The Hype Cycle for Digital Marketing 2016 4
- 6. Observation #1 Mobile is the World and We’re Just Living In It • More than 50% of searches are on mobile • 91% of Facebook usage (Daily Active users) is on mobile • 80% of Facebook advertising revenue is on mobile 6 Smartphone Users growth 2005-2015
- 7. Is it a Facebook World? 7
- 8. Mobile Usage Skews Heavily Towards Messaging-Why? 8
- 9. People Don’t Want to Read Stuff, They Want to Watch Stuff • YouTube Videos • Students • No Budget 9
- 10. Observation #2 All of a Sudden-The Customer Experience is Front & Center 67% Rant Time? 10
- 11. Could the Mobile UX Could Be the New CX? 11
- 12. Observation #3 Artificial Intelligence is Set to Explode! 12
- 13. ChatBots-Conversational Interfaces for Customer Service 13
- 14. Old Customer Service vs New Customer Service Demand has decreased on wall posts as it has increased for private messages 14
- 15. Observation #4 It’s All About the Customer… Data And what you do with it…15
- 17. Data Shows that We Love a Personalized Experience? 17
- 19. Observation #5 If I Had to Do One Thing…… • Focus on content that focuses on Search • Understand the difference between App search vs Mobile search vs Desktop search vs “Voice” search • It’s all about SEO Assets & mobile- first indexing • FYI, Blogs work “Seafood in Naples”? 19
- 20. Observation #6 Design is Front and Center Or why the best interface may eventually be no interface 20
- 21. Design is About Choosing the Right Problems to Solve and How it Solves Them... o What people problem are we solving? o How do we know it’s a real problem? o How will we know if we’ve solved it? Solve for This 21
- 22. Designing Websites that are Responsive is the New Norm 22
- 23. Observation #7 Digital Transformation is Really Real-Think Inside Out 23
- 24. Observation #8 Digital Disruption is a Real Thing Too-Think Outside In 24
- 25. Observation #9 The IoT is Rocking Our Worlds Household penetration of connected devices in the US -2016 25
- 26. Trend #10 Digital Utility is the Future 26
- 27. Bonus Opinion Slide: I Still Believe in Social Media but… 27
- 28. Takeaways 28
- 29. Where Do your Customers Play?? 29
- 30. Time, Resources and Money 30
- 31. Focus on Business Outcomes 31
- 32. Sales = Tools + Resources 2 Manage Expectations Manage The CX & The UX 32
- 33. The UX Fund-$50,000. A One Year Experiment* • The premise: Companies that focus on delivering great user experiences will see it reflected in their stock price. “We thought it safe to say some of those companies had strong years — at least in part — by continuing to value design. They craft well designed products and services that solve real problems, for real people.”33
- 34. It’s No Longer Hype Elliott: OK, he's a man from outer space and we're taking him to his spaceship. Greg: Well, can't he just beam up? Elliott: This is reality, Greg… 34
Notes de l'éditeur
- Always ask, How do these “things” affect me as a marketer? Now and in the future? How do they affect the consumer? How can “You” leverage emerging tech? Always ask “What’s next?” Follow up with, “What’s after this?” Continuously ask, What still works? What doesn’t work anymore? Think about technologies that have driven newspapers, magazines, fax machines and travel agents to the point of extinction.
- The hype cycle provides a graphical and conceptual presentation of the maturity of emerging technologies through five phases.
- The takeaway? Your customers are now mobile first
- As of the third quarter of 2016, Facebook had 1.79 billion monthly active users.
- Facebook bought WhatsApp for $19 billion. Instagram for a $1 billion.
- The number of people in the US who are consuming video on mobile devices is set to increase smartphones are seeing the greatest amount of video viewing Think about embedded videos Content marketing, what works? Bullet points and a less is more of a tactic than the written word Orabrush made it’s mark through organic low-cost YouTube videos
- How important will the following be for your digital marketing over the next few years? The key words? Optimizing the cx and a consistent message across all channels
- Why does one choose to use Gmail over Yahoo, Medium over Wordpress — if the features are 99% the same? It’s definitely not about disrupting usability standards. It’s about that additional layer of sophistication in the little things, the most subtle animations, the most elegant transitions – not just for the sake of creating… The best analogy is that Google was not the first search engine, it was about the 17th or so. Think about the UI for Google. Wipro now has a whole division devoted to Design
- Why is this relevant? You can automate based on typical queries and extensive customer data to resolve typical customer issues.
- A recent Business Insider survey: Reasons consumers in the US and Germany want to be contacted by service providers over chat? Speed
- It used to be that we first called the 800 number, then email, then social, and then, if that didn’t work you publicly complained. But if you want to resolve things you take things private.
- 80% of your business will come from 20% of your customers Google analytics-Learn to understand some of it Dashboards-I use them for social listening Determine what’s working and what isn’t One size doesn’t fit all anymore. Facebook v. Twitter v. Linkedin-All different audiences and types of content Personalization. The art of the crappy PR pitch Take advantage of Free for data tools Who is your customer? Get inside their head-Personas
- An example of social listening-Tweetdeck
- Marketers are lazy
- SEO. 50/50 You must Focus on the user AND on Google. Paid Search and paid social are the primary route to go The importance of Google analytics Any and all opportunities to push content out-you have to cover the spectrum of channels #1 on Google (when talking about traditional rankings) doesn't mean the same thing now that it used to and we're having to adapt our SEO strategies and ranking software to reflect that.
- Functionality must be a given Usability is now a commodity You may not get a second chance at a first impression How’s your UI? What’s the purpose of it? Awareness? Lead Gen? How’s the CX?
- I think most people know and accept that design isn’t just about what something looks like. Design is about choosing the right problems to solve and how it solves them.
- It’s a given that all sites are responsive. But not all responsive sites are built with the customer in mind.
- It’s Org change. Think inside out. Think culture It’s more than just a concept Changing the way you operate “An astounding 78 percent of businesses believe digital start-ups will pose a threat to their organization either now or in the future, and nearly half of global companies say they don’t know what their industry will look like in three years.”-Dell Research
- Digital disruption can take the form of cloud, big data, mobile, limitless computing, etc… It’s all about disrupting traditional business models and industries. Think Outside in.
- According to comScore data, an average household in the United States has 10 active connected devices; households with 4 or more people even have 19 devices on average. The IoT is a vast network of smart objects which work together in collecting and analyzing data and autonomously performing actions. Think Wearables. By 2020, the amount of Internet-connected things will reach 50 billion, with $19 trillion in profits and cost savings coming from IoT over the next decade. The wearables market is contracting. Why? Something better? Saturation?
- Its all about keeping you in network
- It’s a paid game
- You don’t have to pick every one of them! Where do your customers play? Where is the low hanging fruit?
- How long will “it” take? Do you have the bandwidth? Who do you know or what do you need to know to make it happen? How much will it cost?
- Focus on the ROI of your activities and then the ROI will follow with your customers
- So I used Free A recent Deloitte study says that a majority of CIOs say customers are now the top business priority, displacing performance from the last survey; Analytics and customer/digital experience are top skill sets CIOs will hire for in the next two years
- Focus on valuing design and delivering exceptional customer experiences
- This era is our reality