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© 2016 iContact LLC. All Rights Reserved. 2
With 20 years of online marketing experience, John Hayes works with iContact as a marketing strategist and contributing author.
John is the author of four books; he is a popular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from email, social media, and content marketing-led strategies.
PRESENTED BYJohn W. HayesContent Strategist@John_W_Hayesjhayes@icontact.com
© 2016 iContact LLC. All Rights Reserved.
Marketing in 2016 — Agenda
During this webinar, you will learn:• Leading-edge strategies for success with mobile• How to build reputation and drive demand using platforms
like Periscope• How to target messages and audiences using Marketing
Automation • How technology disrupts the marketplace — in a good way• Why marketing best practices are important
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© 2016 iContact LLC. All Rights Reserved.
Predictions for 2016
In 2016, Marketing will be:• Mobile • Personal• Immediate• Smarter• Disruptive• Noisier
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© 2016 iContact LLC. All Rights Reserved.
Email Still Rules in 2016
Email Marketing is Still the King of ROI• 44:1 ROI• Built on permission• Retention vs. acquisition• Enhanced by social, mobile
& automation
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© 2016 iContact LLC. All Rights Reserved.
Email Still Rules in 2016
Best Practices Never Go Out of Fashion• Content must be engaging, relevant, and timely• Testing increases effectiveness• Keep your lists clean & drive growth• Keep one eye on the future• Don’t throw the baby out with the bath water
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© 2016 iContact LLC. All Rights Reserved.
MOBILE MARKETINGIN 2016
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© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything
The Future is Here — and it’s MOBILE• Mobile frees email & social from constraints • Mobile makes marketing more personal• Mobile devices engage subscribers 365/24/7• Now is a good time to send: mobile operates
on a 24/7 schedule• Mobile: your #1 priority in 2016
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© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything — The Stats
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of emails arefirst opened ona mobile device.
Nearly 2/3 ofAmericans
ownsmartphones
In 2016, there will be162.7M tablet users in the
U.S.
© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything — The Stats
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Time spent on MOBILE (51%)…
Time spent on DESKTOPS (42%)
© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything — The Stats
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of US smartphone users check their phones within 15
minutes of rising
check their phones within 15 minutes of
going to bed
© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything — The Stats
Mobile Is Rapidly Evolving• Wearables• Periscope/Meerkat• Apps continue to disrupt once
seemingly impenetrable markets (Uber)
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© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything
Your Mobile 2016 ChecklistCheck your email templates (Litmus)Check your web designOptimize your subject lines (testing)Optimize your body text, images & CTAs (testing)Optimize your send times (testing)Engage via email and social
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© 2016 iContact LLC. All Rights Reserved.
Mobile Changes Everything
If you do just one thing today, do this.Check your current email templates and landing pages across multiple mobile devices and ask…• Do they work? • Do they look good?• Will they drive conversions in the mobile
environment?
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© 2016 iContact LLC. All Rights Reserved.
CONTENT MARKETINGIN 2016
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing
What IS Content Marketing?• There is nothing new about Content Marketing • Content is not king, it’s a foot soldier• Content provides a solid foundation for entire marketing
strategy
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing
Content Marketing Will:• Engage your target audience • Fuel your social media & email
marketing strategies• Build brand, generate leads &
engage more
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing
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TheSpokesofContentMarketing
© 2016 iContact LLC. All Rights Reserved.
Content Marketing
The Holy Trinity of Content Marketing*• Your organizational blog• Your email marketing campaigns• Your social media strategy *All optimized for the mobile environment
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing
Content Marketing Challenges• No time• Fear• No ideas/lack of imagination• Lack of presentation skills
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing — The Stats
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of marketers publish new
content daily or multiple
times per week
of marketers
find creating engaging content
challenging
of marketers will increase
their content
marketing budget this
year
of marketers say brand
awareness is the most important
content marketing
goal
of B2B marketers
use LinkedIn to share content
© 2016 iContact LLC. All Rights Reserved.
Content Marketing
Your Content Marketing ChecklistPerform a content marketing auditSet objectivesLaunch initial channels (blog, email and social media
and then build)Stop talking, start doing!
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing
Content Marketing Inspiration• Red Bull Stratos• The Ice Bucket Challenge (ALS)• Star Wars?!
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© 2016 iContact LLC. All Rights Reserved.
Content Marketing
If you do just one MORE thing today…Ask a client what makes business life difficult and write and share a blog post outlining solutions.
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© 2016 iContact LLC. All Rights Reserved.
MARKETING AUTOMATIONIN 2016
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© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
It’s Time for Marketing Automation• A Smart(er) way of marketing• Builds a more personal & cohesive
strategy• Combines the power of email, social,
content, CRM and data• Delivers the right message at the right
time to the right person
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© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
Marketing Automation used to be…• Expensive• Resource heavy• Only available to organizations with large
marketing budgets
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© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
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Nurtured leads produce a 20% increase in sales
opportunities
Marketing automation increases B2B sales pipeline contributions by an average
of 10%
Today…
© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
Today…
drives a 14.5% increase in sales
productivity29
a 12.2% reduction in marketing
overhead
75% of companies using marketing
automation see ROI in just 12 months
© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
Three Marketing Automation Opportunities in 2016• Workflow Automation• Lead Scoring• CRM Integration
Learn more at www.iContact.com/Pro, explore iContact Pro for free.
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© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
WARNING:Marketing Automation is not a silver
bullet!
MA will target the right people at the right time.
Taking time to study your subscriber data will make you smart(er).
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© 2016 iContact LLC. All Rights Reserved.
Marketing Automation
If you do just one LAST thing today…Stop thinking about campaigns as stand-alone items, and plan a simple series of email sends based on engagement.
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© 2016 iContact LLC. All Rights Reserved.
M A R K E T I N G I N 2 0 1 6
DISRUPTO R B E
DISRUPTED33
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