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Digital Marketing Strategy for 2016Tony Passey
What will we learn right now?1. Quick review of a channel approach
to digital marketing2. Changes to organic traffic in 20163. Changes to paid channels in 20164. Mobile Changes5. 4 tools you need to know about
My name is Tony PasseyI am:Serial EntrepreneurCEO of Firetoss Marketing ProfessorEccles School of BusinessUniversity of Utah@tonypassey
@tonypasseyA marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
Let’s break this down.
A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
@tonypassey
A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
@tonypassey
A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
@tonypassey
A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.
@tonypassey
Common Digital Channels
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Organic Search
Pay per click
Referral• Social• Content
Display
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All the channels need to work together.
Organic, PPC, Referral [Social, Content], Display
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@tonypassey
Last step attribution
What to know in 2016?• Organic – Content and Link
Valuations• Display – Ad blockers and privacy
tools• Mobile – Make sure you understand
ranking
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Content: Huge part of organic strategy.By now your company or brand should have a strategy for putting out content.Typically we create content to speak to specific personas – users in the buying cycle.
Better content!
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Infographics > Video2014 / 2015 were the years of the infographic. 2016 will be the year of the video.Infographics are picked up by publishers because they are unique. Now it will take video to separate yourself from the rest.
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It’s about great content.Guest posting and Joint Ventures in content will be even more important – Top Influencers.You must work with authoritative sources because quality over quantity matters.
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Ad Blockers: Threat to PublishersAd revenue is suffering because of a 50% increase in ad blocking since 2014.Content vs. revenue will change.• Pay Walls??
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Ad revenue/traffic could be hurt by Google Enhancements
Google recently was testing 4 ads at the top.Direct answers and knowledge graph are giving users a reason to stay on Google.They will continue to look for ways to monetize.
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Mobile Traffic IncreasingMobile search results are here to stay.The majority of our time on smart phones is spent in apps.• 2016 could be the year of app conent indexation.
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4 Tools every site owner needs to check.
• Mobile Search Results–Mobile Friendly Test Tool–Mobile Usability in Webmaster Tools
Platform• General Search Rankings– Pagespeed Insights–Majestic’s Search Explorer
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Recap1. Each customer segment gets reached
through specific mix of channels
2. Organic is becoming even more content centered and revenue problems may drive more changes.
3. Make sure you have a strategy for Mobile and that you are prepared. Now.
4. Use the best tools to find the best info. Not all tools are created equal.
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