Hampton Roads AMA - 2017 Trends in Digital Marketing

2017 Digital Marketing Trends You Really Need To Know
Digital Marketing Trends
You Really Need To Know
2017 Edition

Who is this guy?
•I run marketing at Homes.com
•9 -16M organic visits / mth
•Agency background
•Entrepreneur
•And sailor

Who is this guy?
•I run marketing at Homes.com
•9 -16M organic visits / mth
•Agency background
•Entrepreneur
•And sailor
•Not the GEICO gecko

Warning
You Will Learn By Accident

And there will
be no kittens

A Quick Survey

Trends 2017

7 Trends (7 for 17!)
1. 1 Consumers
2. 2
3. 3
4. 4
5. 5
6. 6
7. 7

7 5 Trends (5 for 17!)
1. Multi-Screen Consumers
2. Mobile-First
3. User-Centric Experiences
4. Augmented Everything
5. Voice Search

1. Multi-screen consumers

Another Survey

1 Screen

3 Screens

Trend Takeaway

Be Responsive

Be Responsive (any screen size)

Second

Second is Mobile First
Because Google says so.

Keys to a Great User Experience
Mobile
first index

How Site is Assessed

www.google.com/webmasters

Links too close together

Yes
It’s mobile-friendly

satisfaction

Warning
Potential Politically-Charged Slide Coming Up

Paper or Plastic?

Answer
Whatever makes the user happy (satisfied)
Paper or Plastic?

Your Supermarket Experience
•What are your expectations?
•What would satisfy you?
•What would inspire you to return?

My Experiences

Satisfaction?

Expectations
•Fast
•Friendly
•Faultless

Expectations
•Fast
•Friendly
•Faultless
https://developers.google.com/speed/pagespeed/insights/

Grant… tell me again…
Is speed really that important?

Yes.

So basically…
you’re telling me I won’t
win with ‘slow & steady’?
You’re kinda slow, huh?

Why Does It Matter?
Fast is Better

Speed ~ Rank
There’s a Correlation

Not Just Google
Bing too!

Page Load Time

Page Load Time: This element has a direct
impact on the satisfaction a user has when they
visit your website.

visit your website. Slow load times can lead to
a visitor simply leaving your website, seeking
their information elsewhere.

visit your website. Slow load times can lead to
a visitor simply leaving your website, seeking
their information elsewhere. If they came from
our search results that may appear to us to be
an unsatisfactory result that we showed.

Faster is better, but take care to
balance absolute page load
speed with a positive, useful
user experience.

https://search.google.com/search-console/mobile-friendly

UX = User Experience
Friendlier is Better

Websites Just For Search Engines
Building a site *Just* for search engines is
shortsighted
Man with long arm
Short-sighted

Websites Just For Search Engines
Building a site *Just* for search engines is
shortsighted
Man with long arm
Would be like building
a supermarket just for
checkout cashiers
Short-sighted

Are You Unique & Engaging?
How’s your:
•Copy?
•Images?
•Media?
•Experience?

User Experience Is Massively Important
The goal of many of our ranking changes is
to help searchers find sites that provide a
great user experience and fulfill their
information needs. We also want the “good
guys” making great sites for users, not just
algorithms, to see their effort rewarded.

What Could Go Wrong?

To Err is Human…
To Not Err Devine

To Err is Human…
To Not Err Devine
Faultless is Fantastic

Site Errors
i.e. 404 “Not Found”

Great User Experience
•Mobile first
•Site speed
•Satisfaction
• Intent to Content
•No issues
• Server errors
• “Not found”
NOT
User
first

Your Web Experience
•Fast
•Friendly
•Faultless (or fun)

Reality
•VR
•AR

Reality
•VR
•AR
•Arrrggghhhh

Cool?

Not
Cool!

Not
Cool Enough

Cool

Reality
•VR
•AR
•Ahhhh

AR in the News Today!
“The goal is to make VR and AR what we all
want it to be: glasses small enough to take
anywhere, software that lets you experience
anything, and technology that lets you
interact with the virtual world just like you do
with the physical one.”

AR in the News Today!
“The goal is to make VR and AR what we all
want it to be: glasses small enough to take
anywhere, software that lets you experience
anything, and technology that lets you
interact with the virtual world just like you do
with the physical one.”
Mark Zuckerberg

Trend Takeaway
Be Cool

5. Voice Search
When Consumers Are Too Lazy to Type

5. Voice Search
When Consumers Are Too Lazy to Type
Or are under the age of 20

AI Assistants Are Here

How many people here got Echo for Christmas?

How many people here got Echo for Christmas?
What do you use it for?

45% listen to
music / books

45% listen to
music / books
Hello?

Generational?
What do you think?

call someone check the time
ask for directions play a songfind out movie times

Voice as Opportunity

Voice as Opportunity
How can I make $$?

Implied / Actual Question
How can I do that?

Answers

Answers
•Mobile Web
•Native system
•Apps

Appearing in
the answer box

The Best Answer
Appearing in
the answer box

The Best Answer
•Understand the question
•Lists / steps
•Proper markup (geek)
•Page layout
• TL:DR summary
• Answer the question
Your
Brand
Here

The Perfect Assistant
• Knows me well
• Anticipates my needs
• Adaptable & flexible
• Knows everything

The Perfect Assistant
• Knows me well
• Anticipates my needs
• Adaptable & flexible
• Knows everything
Understands my accent

Wait!! There’s More!!

More to Come
•Cars
•Kiosks
•Wearables
•Chatbots

Answers are the answer
www.slideshare.net/simmonet/why-answers-are-the-answer

www.slideshare.net/simmonet/why-answers-are-the-answer
Understand your users
Answer their questions
Be the best answer

Do you have questions?
Thank you

Thank you
1. Multi-Screen Consumers
2. Mobile-First
5. Voice Search

Hampton Roads AMA - 2017 Trends in Digital Marketing

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