Digital marketing trends driving mobile content experience
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The document outlines 4 key digital marketing trends: 1) Mobile is no longer a trend but the dominant way people access information and do business. Content and customer experiences must be optimized for mobile. 2) Content, especially video and customer reviews, is critical for cutting through noise and answering customer questions. Content should be snackable, sharp, and shareable. 3) Customer experience is paramount, with speed and instant gratification expected. Companies must focus on the customer journey across all channels. 4) Data provides valuable insights about customers and opportunities. Companies should leverage data to own the customer relationship.
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Digital marketing trends driving mobile content experience
- 3. MORE PEOPLE OWN MOBILE PHONES THAN OWN TOOTHBRUSHES
- 4. TREND #0: WE NEED TO STOP TALKING ABOUT MOBILE AS A TREND… IT’S A WAY OF LIFE
- 7. MORE PAGE VIEWS ON MOBILE THAN DESKTOP IN 2016 GREATER THAN 65% OF ALL DIGITAL MEDIA TIME… AND GROWING 5G BEGINNING TO ROLL-OUT IN 2017 (1,000 TIMES FASTER THAN 4G)
- 8. NOT LIMITED TO B2C 42% OF RESEARCHERS USE A MOBILE DEVICE DURING THE B2B PURCHASING PROCESS 49% OF B2B RESEARCHERS WHO USE THEIR MOBILE DEVICES FOR PRODUCT RESEARCH DO SO WHILE AT WORK
- 11. 55 100 4,500 5,500 10,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Instagram posts Facebook hours of video watched YouTube videos viewed Google searches Snapchat video views Per day (Millions)
- 12. 4.5 BILLION HOURS OF VIDEO WATCHED
- 16. TREND #1: CONTENT IS, WAS, AND ALWAYS SHALL BE KING
- 17. EVEN VOICE – WHICH WILL BE HUGE IN THE NEXT FEW YEARS – RELIES ON CONTENT TO WORK WORRY LESS ABOUT YOUR WEBSITE OR APP AND MORE ON WHAT POWERS THAT CUSTOMER EXPERIENCE FOCUS ON “THE PAINTING” AND NOT JUST “THE FRAME”
- 18. 55 100 4,500 5,500 10,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Instagram posts Facebook hours of video watched YouTube videos viewed Google searches Snapchat video views Per day (Millions) HOW CAN YOUR CONTENT CUT THROUGH THE CLUTTER?
- 20. 55 100 4,500 5,500 10,000 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Instagram posts Facebook hours of video watched YouTube videos viewed Google searches Snapchat video views TREND #1 ½: CONTENT INCREASINGLY MEANS VIDEO
- 21. 70% OF B2B BUYERS AND RESEARCHERS WATCH VIDEOS THROUGHOUT THEIR PATH TO PURCHASE NEARLY HALF OF POTENTIAL B2B BUYERS WATCH 30 MINUTES OR MORE OF B2B-RELATED VIDEOS VIDEOS ABOUT PRODUCT FEATURES TOP THE LIST, FOLLOWED BY HOW-TOS AND PROFESSIONAL REVIEWS
- 22. NOT ALL CONTENT IS YOURS: CUSTOMERS SHARE EXPERIENCES
- 23. 93% OF CONSUMERS SAY ONLINE REVIEWS IMPACT THEIR PURCHASE DECISION COMPANIES WITH HIGHER NPS GROW 200% FASTER THAN COMPETITORS
- 25. JUST BECAUSE YOU SAY SOMETHING, THAT DOESN’T MAKE IT TRUE
- 26. “SPEED IS THE NEW CURRENCY OF BUSINESS” MARC BENIOFF CHAIRMAN AND CEO, SALESFORCE.COM
- 28. AI-DRIVEN, MOBILE-APP DELIVERED RENTERS, CONDO, CO-OP, AND HOMEOWNERS INSURANCE COMPANY IN NEW YORK (EXPANDING TO NEW MARKETS THROUGHOUT 2017) RECENTLY SET A WORLD RECORD, PAYING A CLAIM IN 3 SECONDS
- 29. TREND #3: DATA IS THE CROWN JEWELS
- 31. "INVESTOR CONCERN OVER THE THREAT OF NEW TECHNOLOGIES IS OVERSTATED." —BLOCKBUSTER ANALYST REPORT, 1999
- 32. “ABOUT 50 PERCENT OF S&P 500 FIRMS WILL LIKELY BE REPLACED OVER THE NEXT 10 YEARS DUE TO NEW DIGITAL DISRUPTORS AND INABILITY OF ESTABLISHED FIRMS TO REINVENT THEMSELVES” JEFF HOOD, ALAN BRADY, RAJ DHANASRI – DELOITTE “THE IDEA THAT YOU STUDY AND THEN HAVE A CAREER IN ONE COMPANY IS GONE. YOU NEED TO RENEW YOUR SKILLS EVERY FIVE YEARS.” STEPHANE KASRIEL, CEO, UPWORK
- 33. WHAT WORKS?
- 34. FORGET “MOBILE-FIRST” – FOCUS ON “CUSTOMER-FIRST”
- 35. THREE STEPS TO MOBILE SUCCESS •BE THERE: AVAILABLE WHEN NEEDED TO CUSTOMER •BE USEFUL: SOLVE THEIR PROBLEM •BE QUICK: OFFER INSTANT GRATIFICATION – GET OUT OF THEIR WAY Be There Be Useful Be Quick
- 36. VS
- 37. “IF YOU ARE 1 IN 1,000 THEN ON THE INTERNET, THERE ARE 2½ MILLION PEOPLE WHO IDENTIFY WITH THE THING THAT YOU LOVE” – POMPLAMOOSE
- 39. WE’RE ALL PUBLISHERS NOW…
- 40. 40
- 41. DIFFERENTIATION IS MORE THAN A DIFFERENCE WHICH MARKET SEGMENTS WOULD BE COMPLETE IDIOTS NOT TO BUY FROM YOU?
- 45. “YOUR MARGIN IS MY OPPORTUNITY.” – JEFF BEZOS
- 46. MARIA RENZ JEFF HELBLING
- 47. TREND #0: MOBILE ISN’T A TREND, IT’S A WAY OF LIFE TREND #1: CONTENT IS KING TREND #2: CUSTOMER EXPERIENCE IS QUEEN TREND #3: DATA IS THE CROWN JEWELS
- 48. TREND #0: EXPECT MOBILE, BUILD IT INTO EVERY STEP OF THE CUSTOMER JOURNEY TREND #1: USE CONTENT TO ANSWER CUSTOMER QUESTIONS AT KEY MOMENTS TREND #2: FOCUS ON EXPERIENCE AND SPEED TO SUPPORT CUSTOMER THROUGH JOURNEY – THEY’LL TELL YOUR STORY FOR YOU TREND #3: OWN THE DATA, OWN THE CUSTOMER
- 49. THANK YOU WEB: TIMPETER.COM PHONE: 201-305-0055 EMAIL: TIM@TIMPETER.COM TWITTER: TWITTER.COM/TCPETER © 2017 TIM PETER & ASSOCIATES - PROPRIETARY AND CONFIDENTIAL