2021 business and digital marketing trends
4 likes509 views
The document discusses trends in business and digital marketing for 2021, focusing on digital transformation, customer experience, and optimization strategies such as enhancing digital presence and employing advanced schemas. It highlights the growing importance of mobile and video content, as well as the need for speed and core web vitals in digital interfaces to improve user experience. Key takeaways include the importance of embracing technology, being authentic, and proactively preparing for growth in the digital space.
More Related Content
Similar to 2021 business and digital marketing trends (20)
2021 business and digital marketing trends
- 1. MilestoneInternet.com | +1 408-200-2211 Be everywhere your customers are 2021 Business and Digital Marketing Trends We will record the webinar and make the recording and deck available to attendees
- 2. Confidential 2 Your Speakers Erik Newton VP of Marketing Milestone Inc Anil Aggarwal CEO Milestone Inc https://www.linkedin.com/in/eriknewton/ https://www.linkedin.com/in/anil-aggarwal-5a5551/
- 3. Agenda 1. Digital Transformation 2. Digital Experience 3. Digital Discovery 4. Corporate Character 4 Areas of Focus Today
- 4. Confidential 4 About Milestone CMS Schemas AMP FAQ Manager & Voice Search Local & Reviews Insights Analytics Milestone Presence Cloud Design & UI Content Marketing SEO Paid Media Local Analytics & BI Omnichannel Services We help you organize and amplify your digital information to reach the right audience Hospitality • Restaurants • Retail • Finance • Automotive • Healthcare • Technology
- 5. Confidential 5 The World Economy Will Grow Again • Vaccines • Stimulus • Recovery • Pent-up demand • US GDP • Q3 up 31% • Q4 up ~4.5% • 2021 predicted +4.3 to 4.8%
- 6. Confidential 6 Digital Transformation Accelerates Digitize Innovate, optimize Adopt and adapt
- 7. Confidential 7 What Does Digital Transformation Look Like? • Paper documents to digital • Open houses to online house shopping • Menus to QR codes . . . in-person conferencesto virtual conferences • Tellers to ATMs to online banking • Offices to remote working • Ink signature to e-signature
- 9. Confidential 9 What Could Digital Transformation Mean to This Audience? Digital Discovery Digital Experience How people find you How people interact with your online persona
- 11. Confidential 11 Digital Customer Experience Is King • 61% of marketing departments have pivoted resources toward improving customer-facing digital interfaces • 56% are changing their business models to focus on digital opportunities, • 35% of prepared CMOs completely changing the customer experience in reaction to the pandemic Areas to focus on • Customer journey • Touchpoints, UX/UI • Engagement • Consistent messaging
- 12. Confidential 12 Upgrade Digital Presence to Tell Your Story with More Images and Rich Content
- 13. Confidential 13 Video Consumption Will Strengthen Further Mobile share will exceed 60% in most B2C industries by Fall 2021, think mobile+video Video, Visual,Voice: V3 Saturate the SERP Invest in your YouTube channel
- 14. Confidential 14 Mapping Content Strategy to Customer Journey Transactional Intent Navigational Intent Informational Intent “what, why, and how” “About the brand” “Buy” Category Pages How-to Recipes Tools FAQs Locations Services Customer service info Brand Information Product Pages Videos Property information Specials Packages KNOW EXPLORE BUY Greatest opportunity for growth - reach and awareness phase Informational Intent 80% Navigational Intent 10% Transactional Intent 10%
- 15. Confidential 15 FAQ Manager Optimizes for Voice and Conversational Search
- 16. Enhanced Mobile Experience ✓ Even if conversion is not on mobile, discovery and purchase decision could be on mobile ✓ Mobile-only indexing ✓ AMP - ultra-fast mobile website
- 17. Confidential 17 Speed Is Critical • Google’s best practice is to have a speed index under 3 seconds. Where does your site fall? • https://www.machmetrics.com/speed-blog/average-page-load- times-for-2020/ • https://www.nngroup.com/articles/the-need-for-speed/ • CPUs are 40X faster than 7 years ago • Bandwidth is 4X faster than 7 years ago • Mobile web pages were 2X SLOWER in 2019 • A 10% decrease in bounce and conversion is the same as 10% more new visitors
- 18. Confidential 18 Core Web Vitals: Focus on User Experience Google’s new criteria for judging page experience and it will be a ranking factor in May Increase in customers’ willingnessto pay Reduce likeliness to switch brands Increase in likelihoodto recommend a product 15.8% 14.4% 16.6% - Chromium Team - Forrester Research Page load speed, interactivity, and visual stability enhance user experience With great Core Web Vitals: 24% less likely to abandon sites
- 19. Confidential 19 Security, Connectivity, Reliability & Availability Connecting with your customers through various online channels Cloud Infrastructure HTTPs, SSO, ISO Real-time dashboards Key to maintain customer relationships
- 21. Confidential 21 Technology Elements to Drive the Digital Discovery and Experience 02 03 04 05 06 01 Analysis: 5% Competitor analysis, setting and tracking success KPIs, setting up reporting dashboards & analyzing performance for refining strategy Content Distribution: 10% Google My Business and Knowledge Panel optimization and content amplification. Technical SEO: 15% Improvingsite speed, mobile friendliness, site architecture and fixing technical SEO errors improves crawlability and indexability. Intent-Based Content: 30% FAQs,Enhancing under-performing content and creating new content AMP: 10% Accelerated Mobile Pages (AMP) create the fastest mobile experience,consistently improving mobile visibility and traffic by 15% or more. Schemas: 30% Nested and advanced schemas, deployed through the cloudenhance findability and context of your content
- 22. Confidential 22 Organic Search Discovery: Entity Is the Way to Ensure Consistent Presence Across All Your Channels BERT Conversational Schemas FAQs Newer Schema Entities • Special announcement • Online events • Temporary hours • Cleaning protocols • FAQs • HowTos https://player.vimeo.com/video/481492550
- 23. Confidential 23 Schemas Drive Rich Results and Enhanced SEO Visibility • Help search engines find, associate, and store your info in the knowledge graph • Enables search engines to understand website content • Impacts SEO, rich snippets, FAQs, voice search Rich Snippets / Featured Snippets / Position "0" Rankings • Schema can improve existing content visibility by about 25% in the shortterm • With Milestone’s Schema Manager,schema can be deployed with almost no dev resources
- 24. Confidential 24 Milestone Schema Research Data source: Cross-industry sample of 1620 websites analyzed in April and May 2020 • Sites with advanced schema outperform sites without schemas 2-3X • Only small number of schema success stories visible on Google 39% Schema Errors 59% No Schema 95% 8 Schema Types 97% Missing Error Free Advanced Schemas
- 25. Confidential 25 Digital Discovery: Local Searches Have the Most Purchase Intent by Far • Local search intent in 53% of 2 trillion searches • 80% of people feel more committed to help community and local businesses • 81% of small business searches unbranded queries • More than 10 important new features added to Local in 2020 • Voice search does surface information from GMB, Bing, Yelp
- 26. Confidential 26 Paid Search Conversions Rebound with Holiday Promotions • Paid search conversion returned to 90% of pre-COVID levels
- 27. Confidential 27 Corporate Character and Authenticity Will Matter More • What 72M Millennials think will matter more • Companies that do the right thing will acquire and retain customers better
- 28. Key Takeaways 1. Be hopeful and prepared,growth is on the way 2. Proactively accelerate your digital transformation 3. Use technology to improve discovery 4. Optimize the digital experience, speed, UX, UI 5. Embrace images and videos 6. Plan to improve mobile, mobile speed, core vitals 7. Be a trustworthy steward of customer data 8. Partner with vendors that innovate and keep you ahead 9. Be authentic
- 29. Confidential 29 Special Offer, New Customer Experience Benchmark • Download our new Core Vitals Benchmark research report https://go.milestoneinternet.com/core-vitals-benchmark If you want to discuss any of these trends, contact your CSM or [email protected]
- 30. Sign Up for a 2021 Readiness Audit First 30 attendees* to register will get a complimentary review and recovery recommendations • Technical SEO • Schema • Speed • Local • Core Vitals * Available to first 30 to respond, not available to agencies, consultants, or individuals https://www.milestoneinternet.com/resources/request-audit
- 31. +1 408-200-2211 MilestoneInternet.com Silicon Valley | Bangalore | Ahmedabad Thank You