hot trends in digital marketing

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Topics and Trends in Digital Marke

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Page 1: Hot Trends in Digital Marketing

Hot Topics and Trends in Digital Marketing

Page 2: Hot Trends in Digital Marketing

Who Am I?

Columnist & Contributor

CEO & Founder

50+ person Digital Marketing and SEO agency

Lead Co-Author

Page 3: Hot Trends in Digital Marketing

I Have Run 3 Boston Marathons

Eric Enge – Fun Fact

Page 4: Hot Trends in Digital Marketing

6 Trends

Rise of the Millennials

Authorship, Really?

Mobile, Voice Search (Conversational)

Content Effectiveness Optimization

Rich Answers in Search

Deep Learning

Page 5: Hot Trends in Digital Marketing

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Page 6: Hot Trends in Digital Marketing

Expect High Quality, and Lots of Choices …

Because Accessing All Your Choices is Easier Than its Ever Been

Page 7: Hot Trends in Digital Marketing

Look for Engagement (or Entertainment) …

Because There are so Many Available Channels and Progressive Brands are Doing it

Page 8: Hot Trends in Digital Marketing

Require Authenticity…

Because There are so Many Ways That Inauthentic Behavior Can Get Exposed

Page 9: Hot Trends in Digital Marketing

Impatient …

Because There are Others that Will Provide a Faster Response

Page 10: Hot Trends in Digital Marketing

Short Attention Span …

Because Other Enticing Things are Awaiting Their Attention

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How Do you Succeed With the Millennials?

Only if They Want You To

Prepare to Engage and Entertain

Deliver Experiences, Build Relationships

Be the Best, or Be the Cheapest

Direct, Open, Honest Messaging

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Page 13: Hot Trends in Digital Marketing

At SMX East on 10/1/2015 Gary

Illyes that webmasters and

publishers should leave the

authorship markup on their

page.

Page 14: Hot Trends in Digital Marketing

• Be an Expert• Create Great Content– Humans use social signals to help identify this– Engagement (comments) as well

• Have other experts interact with you online

• Help people• Write for high authority sites

Build Your Authority With Humans First

Page 15: Hot Trends in Digital Marketing

“By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.”

Google’sMatt Cutts

July 9, 2012

Matt Cutts on Reputation Building

Page 16: Hot Trends in Digital Marketing

Author Authority Summary

Will Google Look at This Again? Maybe

Building Authority is Not About Google

It’s About Differentiation

It’s About Reputation and Visibility

Works Well With the Millennials

Page 17: Hot Trends in Digital Marketing

“… more Google searches take place on mobile devices than on

computers in 10 countries including the US and Japan”

Google: May 5th, 2015

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

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Page 18: Hot Trends in Digital Marketing

“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014

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Mobile / Voice SummaryBy 2020 2/3 of the Market Will Be New Device Types

Voice Will be the Primary Interface to Those Devices

Natural Language Interfaces Will Be the Norm

PC Screens Will Not Go Away, However

Nor Will the Demand For Long Form Information

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What Percentage of Users Do You Satisfy?

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What if Your Percentage is Lower Than the Competition?

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Think About Task Completion

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Server Side Delays Test – Google and Bing

Strong Correlation Between Satisfaction and Revenue

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Biggest Threats to Google

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Content Effectiveness Optimization SummaryThink About Helping Users Complete Their Task

What Are Their Related Needs?

What Are Their Ancillary Needs?

Design Your Web Experiences to Meet These Needs

Search Engines Surely Measuring Some Form of This

Page 30: Hot Trends in Digital Marketing

“The destiny of [Google’s search engine] is to become that Star Trek computer, and that’s what we are building.”

Google’s Amit Singhal

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Page 31: Hot Trends in Digital Marketing

We Did a Study of 1.4M QueriesTo See How Many Returned Rich Answers

Up 38% Since February!

Page 32: Hot Trends in Digital Marketing

Why Are Fire Trucks Red?

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Got the Rich Answer

Do Rich Answers Hurt or Help Publishers?

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Rich Answers SummaryGoogle Will Continue to Expand This Rapidly

Don’t Build Your Business on Public Domain Data

Don’t Build Your Business on Easily Licensed Data

Develop Content that Provides Direct Answers

Page 35: Hot Trends in Digital Marketing

Google’s DeepMind is Teaching Machines to Read

(and Comprehend)6

Uses Annotated Databases of Content to Help the Machines

Learn

Page 36: Hot Trends in Digital Marketing

Neural Networks Making Key Advances

Scientists Have Developed New

Techniques to Train Networks With

Many Layers

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Sample Problem: Recognizing a Face

Page 38: Hot Trends in Digital Marketing

Deep Learning Summary

Massive Investments Being Made in This Area

Key to Natural Language Search and Comprehension

Key to Better Understanding Customer Intent

Key to Measuring Content Effectiveness

But, It Will Be a Very Long Journey

Page 39: Hot Trends in Digital Marketing

Eric [email protected]

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!