Digital Marketing Trends For 2018
Digital Marketing Trends For 2018
Digital Marketing Trends For 2018
Marketing
Trends
for 2018
Today’s Expert
Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google Get Your Business Online
Learn more at www.BJCBranding.com
3
The Digital Marketing Experience…
4
How do I know which to use?
Time: How much time can you devote to it?
5
Digital Marketing Trends for 2018
1. Marketing Personalization
2. Content Marketing
3. Video Marketing
4. Mobile Marketing
5. Customer Reviews
6
Marketing Personalization
7
How we receive How many messages
marketing messages we receive
• 3. Targeting + Segmentation
Approximately
= NOISE!!
Personalization
264
marketing impressions
per person, per day
CustomerThink.com
8
40% 56% 76%
• 3. Targeting + Segmentation = Personalization
of consumers buy of consumers are more of consumers will share
more from retailers likely to shop with a personal information for
who personalize. good personalized a better experience.
MyBuys experience. Digital Marketing Association
Brandanew.com
9
• Segmentation + Targeting = Personalization
Like Lemonade
11
IdentifyYour Target Audience: Buyer Persona
Meet Mary
• 72 years old
• Female
• Lives in Tampa, FL
• Retired Secretary
• Has 5 Grandchildren
• Enjoys knitting, arts & crafts,
and visiting local museums
• Buys online & via catalog
• Loves Humor
Sample Buyer Persona
Meet John
• 45 years old
• Male
• Lives in Brooklyn, NY
• High School English Teacher
• Has 2 children
• Enjoys languages, creative
writing & NPR
• Reads many reviews before
shopping
So go ahead…ask them…
Demographics
Interests
• 3.Targeting + Segmentation
Buying/giving behavior = Personalization
Event attendance
Communication behavior
Device Usage
15
…and then use that information.
•Email
3. Targeting + Segmentation
list segmentation = Personalization
Social media promotions
16
Content Marketing
17
What is Content Marketing?
18
Why focus on content marketing?
72% 82%
• 2. Content marketing is more important than ever
of marketers say relevant of consumers feel more positive
content is the most about a company after seeing
effective SEO tactic. custom content.
MarketingProfs, 2016 Ion Interactive, 2016
19
• Where is the trendy place to publish?
20
Impact of Social Media
Source: www.adweek.com 23
What makes content shareable?
● Quotes
● Tips
● Greetings
● Top Lists
● Motivations
● Interesting Facts
● Contests
● Polls
Content Facts That Will Surprise You…
Content Facts That Will Surprise You…
Content Facts That Will Surprise You…
Expert Tip…
Check out
www.GetPromoRepublic.com
•Video Marketing
30
Videos add value…
and it doesn’t have to go viral.
•82% of all
internet traffic
will be video
by 2021
• - Cisco
31
85% 88% 300%
• 3. Targeting + Segmentation = Personalization
of Facebook videos more time is spent on a more inbound links are
are watched without website with video, on created for blog posts
sound. average. with video.
TechSmith MistMedia Moz
32
Using the word “video” in your
email subject line will encourage:
36
• 4. Mobile (experience and advertising)
80% + 75% 4 out of 5
of internet users own a of Americans bring Customers use
mobile smartphone their smartphone to their smartphone
HashMeta, 2016
the bathroom to shop
11Mark, 2016 Business2Community, 2016
37
Mobile has changed our behavior
38
Living in Micro-Moments
88 % of “near me”
searches happen
from mobile
39
Check how you appear
when people search on
mobile:
www.CanTheyFindMe.com
40
www.CanTheyFindMe.com
www.CanTheyFindMe.com
Enter your
business
information
Press “Scan
Now”
41
Check how you appear
when people search on
mobile:
Click here to schedule a
review call with our
www.CanTheyFindMe.com
team
Press “Scan
Now”
www.CanTheyFindMe.com 42
Email Breaks Through The Noise (Better)
“If you don’t already know, email is still the most effective tactic for
marketers. It’s far from being outdated.”
- Neil Patel
New York Times Best Selling Author & Forbes Top 10 Marketer
People Read It
91% of people
check their email daily
88% regularly
check email on their
smartphones
Email has to work on mobile devices
45
Avoid these mistakes...
Too much Multiple Large off-screen Tiny Hidden
text columns image sizes fonts calls to action
• 4. Mobile (experience and advertising)
46
Customer Reviews
47
Effects of Reviews on Customers
The Positive Effect of The Negative Effect of
Good Reviews Bad Reviews
Customers likely to spend 31% 86% will hesitate to buy if they
more with 4-5 star reviews see negative reviews
48
3 Ways To Grow Your Reviews
Option 1: Verbal Ask
• Barely any follow through
• Too many steps involved
50
Expert Tip…
Best Results and Least Work:
Use a Tool Like MyReviewDashboard.com
51
Online Reviews on Your Website
81% of consumers will visit your website to decide if they want to buy from you. - AdWeek
52
Online Reviews In Your Emails
53
• Let’s Summarize
54
Marketing Content Video
Personalization Marketing Marketing
55
Mobile Customer
Marketing Reviews
56
Thank You
Bryan J Caplan
Master Certified Email Expert, Constant Contact
National Speaker, Google Get Your Business Online
Learn more at www.BJCBranding.com