Transcript
1 8 DI GI TAL
TI PS
MARKETI NG GROW YOUR STARTUP
DI GI TALBUSI NESSSTRATEGI STDEEPAK CHAUHAN REVEALSTHEDI GI TALMARKETI NG TRENDSYOU NEED TO LOOKOUTFOR DI GI TALGROWTH ACADEMY/EBOOK
VOI CEOPTI MI ZED 1 .CONTENT
Sear chbyVoi cei saGoogl epr oductt hatal l owsi nt er netus er st ous e Googl eSear chbys peaki ngonas mar t phoneorcomput ert ofind i nt er es t edpr oduct sands er vi cesonl i ne.
Ther i s eofvoi ces ear chhasal s ochangedt he cont entmar ket i ngandSEO s t r at egi es . ybus i nes sneedscr eat eat hemat i c& Now ever dept hcont enti ncl udi ngconver s at i onal keywor ds ,mor el ocalflavori ncont ent ,cont ent wi t hanat ur alvoi ce,ans wer bas edcont entand muchmor es ot hatGoogl eunder s t andand r ecogni zeyourcont entands er veyour pot ent i alcus t omeri nabet t erway. het i met or et hi nkyourcont ents t r at egi es Now t t hi nki ngaboutopt i mi s i ngyourwebs i t eand bl ogcont entf ormobi l evoi ces ear chi nor dert o s ecur eSEO s ucces si nt hef ut ur e.
VOI CE OPTI MI ZED
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AIPOWERED NG 2.MESSAGI Aut omat i oni sev er ywher et hes eday s enabl i ngus er st oaccompl i s hawi de r angeoft as ks–f r om or der i ngpi zza, checki ngl uggageatt heai r por t , booki ng ahot elr oom, r i ghtt hr ought obooki nga doct or ’ sappoi nt ment . Andt hecus t omer s er v i cei ndus t r yi snoexcept i on. Advancement si nt echnol ogycont i nuet o t r ans f or m cus t omers er vi cei nt er act i ons .By2020, exper t spr oj ectt hatmor et han85% ofal l cus t omeri nt er act i onswi l lbehandl edwi t houtt he needf orahumanagent . Fr om i mpr ovement si nl oyal t yandbr and r eput at i ont onew r evenues t r eams ,t hepat hway t or eal t i mes el f s er vi cei ncus t omers er vi cebr i ngs hugeoppor t uni t i est of or war dt hi nki ng bus i nes s es .
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I NFLUENCERMARKETI NG P 3.THOUGHTLEADERSHI Ti l l2014nooner eal l ycar edabouti nfluencer mar ket i ng.Fas tf or war dt o2018,t hei deamade i tt oever yt r endl i s tyoucoul dfind.
Ther ei sanew br eedofI nfluencer scal l ed “ Yout uber s” ,wor ki ngi ndi f f er entni che.A s i mpl eyout ubes ear chwi l lfindyout heone s ui t abl ef oryours i t uat i on. DEEPAKCHAUHAN DI GI TALBUSI NESSSTRATEGI ST WWW. VOCSO. COM
A dr amat i cr i s ei ss eeni nbot ht henumberof s oci almedi ai nfluencer sandbr andsl ooki ngt o l ever aget hei rr each.Accor di ngt oNi el s en’ s Gl obalTr us ti nAdver t i s i ngSur vey,2/ 3r d cons umer st r us topi ni onspos t edondi gi t al pl at f or ms . hes amet i me,t her ei sas t r ongdownf al li n Att t hei nfluencehel dbyt el evi s i on( 7. 4%) ,pr i nt ( 4. 7%)anddi gi t alad( 4. 5%) .Asar es ul t , i nfluencermar ket i ngwi l lcont i nuet or emai nan i mpor t antpar tofmar ket i ngcampai gnsi n 2018.
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BUYERPERSONA/ CUSTOMERAVATAR ENCEMARKETI NG 4.-EXPERI Tounder s t andcor ecus t omergr oups ,i thasbecomea s t andar df ormanycompani est ocr eat ebuyer( or cus t omer )per s onas .
DAVI D AV1
Agegr oup35t o50 Occupat i onBus i nes s Li vesi nUr banar eas Hasi nt er es t si nSt ock Mar ket s
Buyerper s onasar efict i onal ,gener al i zedchar act er s t hatbui l dapi ct ur eofyouri dealandl ar ges t mar ket s .Theyus ual l yencompas snotonl y demogr aphi ci nf or mat i onl i keage,l ocat i onand i ncome,butal s ops ychogr aphi ci nf or mat i onl i ke i nt er es t s ,r eas onsf orbuyi ngandconcer ns .
LI NDSEYAV2
Agegr oup38t o48 St ayhomemot her I nt er es t si npar ent i ng, cooki ng&s hopson amazon
ngat her i ngi nf or mat i ononeachofyour Tobegi buyerper s onas ,you' l lwantt os t ar twi t hs ome r es ear chandfil li nt hegapswi t has s umpt i onsand educat edgues s es .
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I NTERACTI VECONTENT NG 5.MARKETI Youpr obabl yknow at hi ngort woaboutcr eat i ng goodcont ent .Per hapsyoudabbl eonyourownbl og orwr i t ef oryourcompany.Ther e’ sagoodchance you’ r eal r eadycr eat i ngmor econt enti n2015t hanyou di di n2014. That ’ st hechal l enge.We’ r eal lcont entcr eat or st r yi ng t or eachanaudi ence.
Thebes texampl esofi nt er act i vecont entmar ket i ng s ol vepr obl emsfir s tandar econt entmar ket i ng campai gnss econd. Succes s f uli nt er act i vecont ental l owst heus ert odi ve i n,i nt er act ,enj oyt hepr oces s ,andgai ni ns i ght wi t houtf eel i ngt ar get ed.I tr equi r esdi s ci pl i neanda s econdar yf ocusonconver s i onr at eopt i mi zat i on.
Tos t andoutf r om t hecr owd,weneedt obemor e i nt er es t i ng,i nt er act i ve,anddat adr i venwi t hour cont ent .Weneedt ogi veus er sauni queexper i ence. Ones ol ut i ont hati sbecomi ngmor epr eval enti s i nt er act i vecont entmar ket i ng. I nt er act i vecont entmar ket i ng( I ’ veal s of oundi tcal l ed “ mar ket i ngapps ” )i snotagr oundbr eaki ngnew f or mat . I ti sj us tacat egor yofcont entmar ket i ngt hati s cur r ent l yt aki ngs hape,andbr andsar ej us tbegi nni ng t oexper i mentwi t hi t . nkofas ur veyt oolorani nt er act i vei nf ogr aphi c. Thi I nt er act i vecont enti sanyus erexper i ence( commonl ya webbas edt oolormi cr os i t e)t hathasani nt er act i ve el ementandal l owst heus ert opar t i ci pat ei nt he cont entandfindouts omeus ef ulans wer sorr es ul t s .
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I t ’ sagr eatwayt ocapt ur eat t ent i onr i ght f r om t hes t ar t .I ndi vi dual shavet ot hi nkand r es pond;t heycan’ tj us ts noozet hr oughi t . SCOTTBRI NKER,I ON I NTERACTI VE AUTHOROFCHI EFMARTEC. COM
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DEO & 6.VI VI SUALSTORYTELLI NG Vi deoandvi s uals t or yt el l i ngcont entar et hemos t ef f ect i vecont entmar ket i ngs t r at egi est ogi veyour cont entmar ket i ngaboos t .That ’ swhymar ket er sar e i nves t i ngheavi l yi nvi s ualcont entmar ket i ng.Some i nt er es t i ngf act s : 74% ofmar ket er sus evi s ualas s et si nt hei r s oci almedi amar ket i ng–Soci alMedi a Exami ner 93% ofs eni ormar ket er ss ayphot ogr aphyi s ei t heri mpor t antorcr i t i calt ot hei rover al l mar ket i ngs t r at egi es–CMO Counci l Vi deowi l laccountf or80% ofal li nt er net t r a cby2019–Ci s co #Vi deowi l laccountf or80% ofal li nt er net t r a cby2019,s ays@ci s covi a @Kr i s t i nTwi f or d.
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MOBI LEFI RSTSTRATEGY NCLUDEAMP 7.-I Ever yyearpeopl es pendmor eandmor et i meon t hei rmobi l edevi cesandt abl et s ,butmanywebs i t es s t i l lar en' tdes i gnedt oaccountf ordi f f er ents cr een s i zesandl oadt i mes .Mobi l eopt i mi zat i ont akesa l ookats i t edes i gn,s i t es t r uct ur e,pages peed,and mor et omakes ur eyou' r enoti nadver t ent l yt ur ni ng mobi l evi s i t or saway.
St epst oopt i mi zeyours i t ef ormobi l e: 1
Pages peed
2
Don' tbl ockCSS,J avaScr i pt ,ori mages
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Si t edes i gnf ormobi l e
4
Don' tus eFl as h
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Don' tus epopupsei t her
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Des i gnf ort hef atfinger
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Opt i mi zet i t l esandmet ades cr i pt i ons
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Us eSchema. or gs t r uct ur eddat a
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GetSt ar t edWi t hAccel er at edMobi l ePages( AMP)
10
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Res pons i vewebdes i gn
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8. THEBLOOMI NG BI TCOI N ECONOMY Bi t coi ni snotmai ns t r eam yet ,buti t ’ sbr eaki ngmanyr ecor dsever y pas s i ngday.Bi t coi nexchangesar es eei ngunpr ecedent edgr owt h i nnumberofus ers i gnups .Wi t hi ncr eas edval uesofbi t coi ns , bi t coi ner shavemor ebuyi ngpowerandar el ooki ngf orbus i nes s es andavenuest os pendt hem. Manybi gbr andsi ncl udi ngDel l&Mi cr os of tar eal r eadyaccept i ng bi t coi nsasapaymentmode. r adi t i onali nves t or sar eent er i ngt hebi t coi ngame,hence Manyt pas s i ngmor et r us tandadvocacyf orwi deradapt at i on. Someoft het r adi t i onals t ockexchangesar et aki ngi nt er es ti n bi t coi n,t hi si ski ndofaval i dat i onofi t ’ sgr owt hpr os pect s . Bi t coi nhasbecomet hebas ecur r encybei ngus edt ot r adeany ot herdi gi t alcur r ency.Ther ear et hous andsofdi gi t alcur r enci es al r eady.
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DI GI TALADSBEYOND 9.PCS&SMARTPHONES I t ’ st i met ot hi nkbeyondPCsandSmar t phonest o adver t i s eyourbus i nes spr oduct sands er vi ces . Ther ear emanyot herways t opl aci ngor adver t i s i ngyourbus i nes sexceptPCsand s mar t phones . Forexampl esTVadver t i s i ng,I nfluencerMar ket i ng, andVi deoAdver t i s i ngar es omebi gr evol ut i onsi n adver t i s i ngt ogr ow abus i nes s .
Vi ewsar eus el es sunl es syou’ veconcr et e dat at opr ovet heendr es ul t st hatdi r ect l y cor r el at ewi t ht het opl i ne. DEEPAKCHAUHAN DI GI TALBUSI NESSSTRATEGI ST WWW. VOCSO. COM
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1 0.FACEBOOK FOR B2BTARGETI NG Facebooki soneoft hebi gges ts oci almedi anet wor ki n t hewor l dt hatyoucanef f ect i vel yus ef orat t r act i ngt he mi l l i onsofaudi encewhoar ei nt er es t edi nbuyi ngt he pr oduct sors er vi cesyou’ r eof f er i ng. snotonl yapl at f or mt oadver t i s e Now Facebooki pr oduct sf orB2Cpur pos es ,butyoucanal s ous ei tt or un B2Badcampai gnst os el lyourpr oduct s&s er vi cesand achi eveyourbus i nes sgoal .
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Runni nganadcampai gnont heFacebooki st hebes t wayt or eachyourr eachyourt ar get i ngaudi enceand br i ngi ngyourbr andi nf r ontoft hem. St ar tyourB2Bcampai gnwi t ht her i ghtt ar get i ng s t r at egi est oexpandyourbus i nes svi s i bi l i t yand i ncr eas et heROIt oday.
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1 1 .DEATH OFTWI TTER &RI SEOFI NSTAGRAM
Accor di ngt or ecentr es ear ch,al mos thal fof mar ket er s( 46%)i nt hewor l ddon’ tfindTwi t t er us ef ulanymor east hemar ket i ngt ool .Andmor e t han79% mar ket er sar enol ongerus eTwi t t erf or s oci almedi amar ket i ng. i mar yr eas onf orTwi t t erbei ngcons i der ed Thepr us el es sbyt hemar ket er si sbecaus eofi t sl ackof ef f ect i veus erengagement ,negat i veus er s exper i enceandt her i s eofpopul ar i t yi n I ns t agr am hashadamas s i vei mpactonTwi t t er unpopul ar i t y. Secondl y,80% mar ker ss ayI ns t agr am i st hebes t t oolf oradver t i s i ngr at hert hanTwi t t er .I ns t agr am becomi ngmor epopul ardaybydaybecaus eof i t si nt er es t i ngupdat edf eat ur esi ncl udi ng:
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SOCI ALMEDI A 1 2.MESSAGI NG I NTEGRATI ONS Soci almedi ames s agi ngi nt egr at i onsi sanew wayt ogeta qui ckermor ei ns t antr es pons ef r om yourt ar get i ngs oci al medi aaudi ence.Thi si st henew wayt hatyoucani ncl ude i nyourcommuni cat i ons t r at egyt os el lyourpr oduct sand s er vi cesvi as oci almedi a. es omemos tpopul ars oci almedi apl at f or ms Youcanus s uchasFacebook,Fl i ckr ,I ns t agr am,Li nkedI n,Pi nt er es t , Snapchat ,Tumbl r ,Twi t t er ,andYouTubet or eachal ar ge numberofaudi encei nr ealt i me.
Wi t ht hehel pofs oci almedi ames s agi ngi nt egr at i on,youabl et os har et ext ,i mages , audi o,andvi deowi t ht hes peci ficgr oupofpeopl eons oci almedi a.Gowi t hs oci al medi ames s agi ngt oi ncr eas eawar enes syouronl i nebr and,i nt r oduceyourpr oduct s ands er vi cesamongs oci almedi aus er s ,andbui l dt r us tacr os swi der angi ng audi ences .
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1 3.PAI D SEARCH I SGOI NG TO SEEMORESPEND Recents t udi ess ugges tt hatwi t ht hegr owi ng numberofmobi l edevi cesandbet t erconnect i vi t y, mor eandmor epeopl ear ecomi ngonl i ne.Over70% oft hemobi l eus er sar er es ear chi ngonl i nef orbuyi ng orbef or emaki ngabuyi ngdeci s i on.
201 5 $26. 1 5
201 6 $32. 1 7
201 7 $37. 20
201 8 $41 . 87
201 9
Wi t hpai ds ear ches ,br andshaves eenover 25% s ur gei nt heconver s i on.Di s pl ayadsi n USA al onear ees t i mat edt os eeover10% mor es pend(over4Bi l l i onUS$).
$46. 69
ESTI MATEDUSDI SPLAYADSPENDI NG(I NBI LLI ONS)
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USEOFSELLERRATI NGS 1 4.I N PAI D SEARCH Sel l err at i ngshel padver t i s er st oi mpr ovet heper f or manceoft extadsandabl et oear nmor equal i fiedl eadsf r om your pai dmar ket i ngcampai gnonGoogl es ear chnet wor k.Ther ear et wodi f f er entt ypesofr at i ngext ens i onsfir s tonei ss el l er r at i ngsandt hes econdonei sr evi ew ext ens i ons . I fyou' r egoi ngt ous er evi ewsf r om t het hi r dpar t ywebs i t ei nyouradst henr evi ew ext ens i onsar ever yhel pf ul .Sel l er r at i ngsar eonl yel i gi bl ef ort headver t i s er swhoar egoi ngt oadver t i s et hei rpr oduct sands er vi cesont heSear ch Net wor k.Getmor eonSel l err at i ngs .
s e l l e r r a t i n g s
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PRI VACYPROTECTI ON 1 5.-THENEW SELLI NG FACTOR Thes edayspr i vacypr ot ect i oni st henew s el l i ngf act or .You mus tneedt opr ot ect i ngCr uci aldat as har edbyyour cus t omer ’ s . I fyou’ r es har i ngyourcus t omer ' ss t or eddat awi t houtt he cus t omer ’ sknowl edget hent hatcanbecr i t i calf oryour bus i nes s . Topr ot ectcus t omerdat aabus i nes scanbui l d t r us tamongt hei rcus t omer sandi ncr eas et hechancet o s el lt hei rpr oduct sands er vi cest ot hem.
Wi t hpai ds ear ches ,br andshaves eenover 25% s ur gei nt heconver s i on.Di s pl ayadsi n USA al onear ees t i mat edt os eeover10% mor es pend(over4Bi l l i onUS$). MARKETSERVEY BYVOCSO. COM
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MACHI NELEARNI NG 1 6.I N MARKETI NG AUTOMATI ON Mar ket i ngaut omat i onhasbeenani mpor t antt r end i n2017andi t ’ sher et os eeeveni ncr eas ed adapt at i on.I t ’ sbar el yas ecr etanymor et hatt hes e pl at f or m us eAI(Ar t i fici alI nt el l i gence) . AIi saj us taf ancynamegi vent oMachi neLear ni ng Code.Al t houghi t ’ snotmat ur e,pl at f or msl i ke Hubs pot ,Facebook,Googl ear egear edt oi nt egr at e t hi si never yas pectoft hei rbus i nes s .I t ’ san i mpr es s i vewayt ol ear naboutt hepr os pect sand makebet t ermar ket i ngdeci s i ons . Hubs potandMar ket oof f eri nt ui t i vet ool saut omat e yourr epet i t i vet as ksr el at edt oemai lmar ket i ng, engagement ,l eadgener at i on,s oci almedi aandads . I t ’ seas i ert hi swayt ogaugeus eri nt er es tandmake per s onal i zedf ol l owupsaut omat i cal l y.
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SURGEOF LEVI DEOS 1 7.MOBI 46. 30
Nowadays ,mobi l evi deoadss ur ge ever ywher e.Mobi l evi deoadver t i s i nghas becomeoneoft hemos tpower f ulmar ket i ng pl at f or msf ort hemar ket er s .Her ear es ome benefit st hatpr ovewhymobi l evi deoi sa gr eatmedi um t omar ketyourpr oductor s er vi ceamongyourt ar get i ngcus t omer s .
35. 90 28. 80
16. 10
#1wayt ogener at econver s i ons #2A vi deoi sapower f ulmot i vat or #3Get t i ngper s onalwi t ht hemobi l e cons umer #4Tappi ngi nt ot hegl obalgr owt hext endi ng t hedi gi t alr each
9. 20
17. 10
15. 10
21. 10
4. 20 16
18. 60 18. 30
12. 10 10
#5Taki ngt hes mar t erappr oacht ol eapf r og compet i t or s Mobi l eDevi ces Des kt op/ nonmobi l e
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18. 50
18. 20
1 8.BEYOND VI EWS
Mar ket er sneedt ot hi nkmor es t r at egi cal l yorbeyondt heabovet r ends . Got hr oughot hers ecr et sandi mpl ementi nyourmar ket i ngcampai gnt o s ucces s f ul l ys el l i ngyourpr oduct sands er vi cesonl i ne.
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CONCLUSI ON YOU ASA BRAND OWNER,ENTREPRENEURAND MARKETERNEED TO BEI N THELOOKOUTFORTHEUNCONVENTI ONALAND TRENDI NG MARKETI NG TRENDSI N THI SYEAR.WHATMARKETI NG PRACTI CEAND TREND YI ELDSTHE MAXI MUM RESULTCAN ONLYBEDETERMI NED AFTERCAREFULANALYSI S AND CUSTOMI ZATI ON OFTHEAPPROACH FORYOURPARTI CULARSCENARI O AND ENVI RONMENT. Thi si sachal l engeaswel lasoppor t uni t yf ori nnovat i vemar ket er st okeepupwi t ht het r end andmappr act i cest ot hebus i nes sgoal soft hebr ands .Ar eyour eadyt or ol lupyours l eeves , l ear nandacceptt hechal l enget ounf ol dt hes ucces st her el i esf oryourbus i nes s ?
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