Digital Marketing Trends and Must-Have Solutions for 2023
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The document outlines essential digital marketing trends and solutions for 2023, highlighting key updates in search engine optimization, consumer insights, and the necessity for omnichannel experiences. It emphasizes the importance of personalized content, helpful resources, and leveraging artificial intelligence for better user engagement. The agenda includes discussions on market trends, user experience strategies, and tools to enhance digital presence to drive customer acquisition.
Digital Marketing Trends and Must-Have Solutions for 2023
- 1. MilestoneInternet.com | +1 408-200-2211 Be everywhere your customersare MilestoneInternet.com | +1 408-200-2211 Be everywhere your customersare Digital Marketing Trends and Must-Have Solutions for 2023
- 2. Confidential 2 Confidential 2 Your Speakers Benu Aggarwal President Milestone Inc LinkedIn Michael Bruh Global Head of Enterprise Milestone Inc LinkedIn Bill Hunt President Back Azimuth Consulting LinkedIn
- 3. Agenda Agenda 1. Biggest Search Updates of 2022 2. Consumer Trends & Insights 3. 2023 – Digital Marketing Trends and Must-Haves 4. Key Elements of Your Success Plan
- 5. Confidential 5 Confidential 5 Search Evolution – Relevancy to Conversations & Experience Keyword Driven 2008 2023 Keywords Conversations & Chain of Thought No duplicate content No spammy content or links Relevant & precise results Local Mobile SERP Quality Local Results Thin Content Smith (Entire Document) MUM Page Experience Understand Intent Longtail (FAQ, Passage) BERT PaLM LaMDA 2 Google’s Shift from Strings to Things – To cater to the needs of searchers consuming content across multiple devices with and without screens Core
- 6. Confidential 6 Confidential 6 Search Is About Experience and Relevancy Keyword Driven 2008 2023 No duplicate content No spammy content or links Relevant & precise results Local Mobile SERP Quality Local Results Thin Content Smith (Entire Document) MUM Page Experience BERT PaLM LaMDA 2 Relevancy - Multisearch (Entities) Experience Topical Contextual Keywords Conversations & Chain of Thought Core Update
- 7. Confidential 7 Confidential 7 Biggest Releases – Better Experience For Users https://developers.google.com/search/updates/ranking Core updates – better search • Mobile • Spam updates/safe browsing Helpful content • Product reviews Experience - user/ page/site
- 8. Confidential 8 Confidential 8 Consumer Trends & Insights Privacy & peace of mind Advertising with a purpose sustainability Personalization at next level Direct to consumer & visual /3D experience Predictive analytics makes a mark on CX Google digital marketing trends 2023 Adobe digital customer experience 2023
- 9. Confidential 9 Confidential 9 Environment / Sustainable Living Designer Outlet Open Now Near Me Specialsthis Week TikTok and Instagram Next Day Flower Delivery Financial Calculator Consumer Trends = Reevaluating Priorities, Rising Expectation
- 10. Confidential 10 Confidential 10 Digital Marketing Trends & Must-Haves for 2023 Second line goes here Artificial Intelligence Machine Learning Business Intelligence Your Success Plan Futureproof your digital assets Helpful Content Relevant, authoritative, accessible Omnichannel Experience User experience & discovery Localization & Personalization Engaging your consumer Influencer Marketing Expert community building Multisearch
- 11. Confidential 11 Confidential 11 Most Time Is Spent on Discovery Interactions 82% 10% Browse Search Checkout
- 12. Confidential 12 Confidential 12 https://blog.google/products/search/search-on-2022-announcements/ Multisearch Helping you search outside the box 1
- 13. Confidential 13 Confidential 13 Multisearch - Smarter Search Experience https://blog.google/products/search/knowledge-graph-google-images/
- 14. Confidential 14 Confidential 14 Google Shopping - Shop the Look
- 15. Confidential 15 Confidential 15 Multisearch – Future-Proofing Your Digital Presence User Experience - Discoverable, Quality, Relevant Images Web stories Content Video PDFs, RFPs, Menus Events FAQs Maps Infographics 1
- 16. Confidential 16 Confidential 16 Your Assets – Discoverable, Qualitative, Relevant Asset library STORAGE Centralized Assets | Improve Findability SMART / OPTIMIZED Quality | Fast Loading SEO / DISCOVERY Descriptive Auto-generate Tags| Entities
- 17. Confidential 17 Confidential 17 Data-Driven Approach for Selecting Your Assets
- 18. Helpful Content Relevant, qualitative, accessible, authoritative, experiential 2
- 19. Confidential 19 Confidential 19 What Is Helpful Content? Relevant
- 20. Confidential 20 Confidential 20 Helpful Content Covers All Micro moments – Qualitative A car-buying process Booking travel
- 21. Confidential 21 Confidential 21 Helpful Content – Authority & Expertise Website FAQs Rich Results
- 22. Confidential 22 Confidential 22 Helpful Content – Authority & Expertise Result: 3X Growth in search queries in 3 Months 4X Growth in search queries in 5 Months
- 23. Confidential 23 Confidential 23 Helpful Content: Events Calendar Data Source = GSC & Google Analytics Date Range: Jan-Nov 29 2022 Events calendar pages 86K traffic from events pages $119K revenue from events pages Location selection hub Month view 36% avg. monthly increase in impressions 41% avg. monthly increase in pageviews
- 24. Confidential 24 Confidential 24 Helpful Content: FAQ Pages – Discoverable, Quality, Relevant Data Source = GSC & Google Analytics Date Range: Jan-Nov 29 2022 FAQ page 239K impressions from FAQ pages 878K FAQs viewed on website 7K traffic from FAQ pages 28K pageviews from FAQ pages
- 25. Confidential 25 Confidential 25 The journey starts with defining audience personas and goals Helpful Content Data-driven helpful content scorecard A V A I L A B I L I T Y 1 2 3 5 6 7 V I S I B I L I T Y R I C H R E S U L T S T R A F F I C E N G A G E M E N T C O N V E R S I O N • Number of indexed pages • Content opportunity • Content Gaps • Visibility % for identified group of terms • Number of rich results • Number of Q&A results (Featured Snippet, PAA, FAQ) • Organic traffic • Traffic potential based on click- rate based on position 4 E N T I T Y C O V E R A G E • Number of entities covered • Entity Gaps • Combination of bounce rate, time on site and pages / visit • Conversion rate • Transactions • Revenue Q U A N T I T A T I V E Q U A L I T A T I V E P E R F O R M A N C E
- 26. Omnichannel Experience User experience & discovery 3
- 27. Confidential 27 Confidential 27 Omnichannel – Consistent Experience Across All Touch Points Product or service-centric approach. Create once and publish across channels and devices. Customer-centric approach.Unify the experience offered to customersacrosschannelsand devices pertaining to their buying journey. Multichannel Omnichannel
- 28. Confidential 28 Confidential 28 Local Channels Asset Library Local Landing Pages Consistent Omnichannel Experience Centralized & Consistent Delivery Across Search-Optimized Website, Local Landing Pages & Update Local Listings at Scale Website / FAQs Elite Hotel Boston
- 29. Confidential 29 Confidential 29 1 2 3 4 5 USER EXPERIENCE LAYOUT & CONTENT NAVIGATION CONVERSION FEATURES User Experience Health Score Card • Core Web Vitals (CLS) • Mobile-First User experience • Font consistency and legibility • Color • H1 and Headlines • Images • Videos • Homepage Layout • Inside page layout • Friendly Navigation • All pages are accessible • Primary CTA Accessibility • CTA on inside pages • Conversion Flows • Active Features • Upgrades & Opportunities SCORING RUBRIC OUT OF 100 GOOD SHAPE 70-100 NEEDS ATTENTION 40-69 AT RISK 0 - 39
- 30. Confidential 30 Confidential 30 Discovery of Every Asset Is Critical Duplicate Alternative Page Noindex Robots.txt Redirect 404 Poor SEO Directives
- 31. Confidential 31 Confidential 31 Google Search Essentials
- 32. Confidential 32 Confidential 32 Site Health Scorecard – Site Health Must-Have 2 3 4 Indexing Crawling Rendering Page Experience 1. Estimated number of URLs 2. XML Sitemap for URLs 3. Valid URLs- Green, Yellow and Red based on number of crawlable URLs 4. Index Gaps analysis 5. GSC Errors Mitigation • Robots.txt exclusions 1. Crawled to Indexed Ratio 2. Crawl Purpose Gap Ratio 3. Crawlability Errors 4. Mobile verses Desktop 5. Milestone JSON Detection 6. Invalid Canonical Tags 7. Undiscoverable URLs in Crawl Path 8. Broken Links 1. JavaScript Dependency 2. JavaScript verses HTML ratio 3. Content Accessibility 4. Number of DOM Elements 1 1. Speed Score 2. LCP 3. FID 4. CLS 5. Optimized Images 6. Optimized Video 5 Schema & Clickability 1. Types of Schema 2. Number of detected schema 3. Schema Gap 4. Total opportunity by page Globalization 1. Geo detection strategy 2. International versions 3. Hreflang/XML sitemaps 4. Consistent cross market templates 6
- 33. Confidential 33 Confidential 33 What Does Success Look Like? See the algorithm updates here from Chrome’s team on Google I/O
- 35. Confidential 35 Confidential 35 Enhance Your Local Content, Engage With Your Local Audience & Deliver An Exceptional Digital Experience 76% of people who conduct a local search nearby visit a business within a day. 84% of “near me” searches happen on a mobile device. 28% of searches for something nearby result in a purchase. *** * https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/smartphone-user-search-behavior-statistics/ **https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/local-search-to-store-visit-statistics/ ***https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/location-search-conversion-statistics/ Crawl Walk Run Sprint Data Integrity Enhanced Information Engagement Experience Local 3.0
- 36. Confidential 36 Confidential 36 Omnichannel - Resurgence of Local Retail Consumers like to buy from brands with local presence 49% Consumers likely to engage with appointment shopping 34% Consumers discover product on one channel and shop on another >50% Consumers would prefer to buy online if local returns an option 51% Brands will prioritize experiential retail in the next year 40% Brands will invest in tools that allow them to sell anywhere 53%
- 37. Confidential 37 Confidential 37 Personalization S h o w P e r s o n a li z e d B a n n e r
- 38. Confidential 38 Confidential 38 Personalization S h o w P e r s o n a li z e d B a n n e r
- 39. Confidential 39 Confidential 39 Perfect Experience Location page must-haves: 1. Address, contact info, hours 2. Map and directions 3. Staff bios 4. Parking info 5. Payment, financinginfo 6. Offers, deals, coupons 7. Reviews 8. Frequently asked questions 9. Inventory highlights 10. Location images 11. 3D tours, video 12. Department information 13. COVID information, health & safety 14. Curbside, delivery, in-store shopping, appointment-only, etc. 1 2 5 9 7 8 51% of phone leads from location pages 13% of form leads generated from location pages
- 40. Influencer Marketing & Expert Community Building 5
- 41. Confidential 41 Confidential 41 Influencer Marketing's Share Is on the Rise
- 42. Confidential 42 Confidential 42 Channels and Engagement Market share of social media platformsfor Influencer Marketing Instagram 74% Facebook 73% YouTube 68% Twitter 49% TikTok 42% Snapchat 36% Pinterest 28% Channel Engagement Matrix
- 43. Confidential 43 Confidential 43 Short Video with Expert Advice Is Best Form of Content
- 44. Confidential 44 Confidential 44 Video Studio – Simplify and Reinforce Best Practices for Video Optimization 1 2 4 3
- 45. Business Intelligence 6 Deriving business insights & actions from most relevant data points
- 46. Business Intelligence & Analytics Market Trends Channel Attribution Competitive Benchmarking Co-optimization CRO & A/B Testing Predictive Analytics
- 47. Confidential 47 Confidential 47 SWOT & Competitive Benchmarking 1 2 3 4 6 CRAWL & INDEXING PAGE EXPERIENCE SCHEMAS & CLICKABILITY CONTENT & RELEVANCY COMPETITIVE BENCHMARKING 5 LOCAL & AUTHORITY
- 48. Confidential 48 Confidential 48 Meaningful Insights - Digital Presence Report A comprehensive digital presence audit & competitor benchmarking of your business at your fingertips to enable meaningful insights and revenue. Crawl & Indexing Page Experience Schema & Clickability Content & Relevancy Local & Authority
- 49. Artificial Intelligence & Machine Learning 7
- 50. Confidential 50 Confidential 50 Businesses Will Be Solving Complex Problems Using AI/ML Visual Search Conversational Search Search Insights Personalized Recommendation Data Driven Content Predictive Analytics Edge SEO
- 51. Confidential 51 Confidential 51 Chinese Street Surveillance. Object / Face Recognition.
- 52. Confidential 52 Confidential 52 AI - FAQ, Content, SEO Tags Generate FAQs AI-powered Content Auto-generate SEO Tags from webpages & search terms for image/pages meta tags & descriptions first draft of blog content
- 53. Confidential 53 Confidential 53 Multi-Lingual Sites: Language A Barrier? Not Anymore! AI/ ML based real-time translation for 100+ languages
- 55. Confidential 55 Confidential 55 Four Keys to Success Plan ! Key Objectives Key Drivers Key Metrics Key Solutions
- 57. Confidential 57 Confidential 57 Key Drivers Map your strategy to impact goals
- 58. Confidential 58 Confidential 58 Key Metrics Realistic target measurement & timeframes
- 59. Confidential 59 Confidential 59 Key Solutions Align your technologies, channels & tactics to achieve success!
- 60. Confidential 60 Takeaways 1. User Experience - Discoverable, quality, relevant 2. Omnichannel – Consistent unified experience 3. Engagement – Personalization and localization is key 4. Business Intelligence and AI - Less is more 5. Your Success Plan - Prioritize, measure, align
- 61. Confidential 61 Sign Up for a Free 2023 Digital Presence Audit * Available to first 10 to respond, not available to agencies, consultants, or individuals https://www.milestoneinternet.com/resources/request-audit Contact us to discuss these trends and many more [email protected]
- 62. Upcoming Events: Webinar on Local Search and Engage 2023 We will showcase the latest trends, share customer-based case studies, and deliver the actionable takeawaysand toolsto help you accelerate your digital performance in fabulousLas Vegas. ENGAGE 2023: July 31 – Aug 1, 2023 Save the Date Now Attendees Love Engage Key Local Search Trends in 2023 Join us for the webinar This webinar will focus on driving digital discovery and customer acquisition for location-based businesses in banking, restaurants, hospitality,and automotive. For though leadership, relevancy, speakers, and experience