2019 Digital Marketing Trends Webinar

we put you in front
of your customer
2019DIGITALMARKETINGTRENDS
Benu Aggarwal, Milestone President & Founder
Walter Paliska, Milestone VP of Marketing

Confidentialwww.milestoneinternet.com | 1-408-200-2211
OURPANEL
JakeBrennan BenuAggarwal WalterPaliska
(Moderator) President & Founder VP of Marketing

MILESTONE–DIGITALPRESENCEPLATFORM
W E D R I V E O N L I N E R E V E N U E A N D L E A D S F O R L O C AT I O N - B A S E D B U S I N E S S
Finance | Hospitality | Restaurants | Retail | Automotive | Healthcare
Silicon Valley ● Chicago ● D.C. | 2,000+ customers | 500+ Awards
Full Service Digital AgencyThe Presence Cloud
Software for digital marketers Platform independent services
CMS Local
Reviews Insights AnalyticsSocial
Design Content SEO & local
Paid
Marketing
Social content
marketing
Analytics &
consulting
Schema Voice

TRUSTEDBYTOPBRANDSANDOVER500AWARDS

Walter Paliska
VP of Marketing
TRENDS
THAT
IMPACTED
2018
@MILESTONEMKTG

CONSUMERBEHAVIORSARECHANGING
QUESTIONS INSTEAD
OF SEARCHES
SHORTER
ATTENTION SPANSSMALLER DEVICE
SCREENSSCREEN-LESS
DEVICES

HOWBIGWILLVOICESEARCHBE?
50%
of search is expected
to be voice-based by
2020
(ComScore, 2017)
30%
of web browsing will
be screen-less by
2020
(Gartner 2018)
https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459
https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/
60%
of all Google
searches are
mobile
(Google 2018)

BenuAggarwal
President & Founder
SETTING THE
STAGE
@MILESTONEMKTG

Confidentialwww.milestoneinternet.com | 1-408-200-2211 @MILESTONEMKTG
ANEWWAYOFTHINKING
MOVE FROM THINKING
ABOUT CHANNELS
TO ABOUT BEHAVIOR &
SOLVING PROBLEMS

AMISOLVING
PROBLEMSFORMY
CUSTOMERS?
WHAT ARE MY BUSINESS GOALS
MY DESIRED OUTCOMES
MY OMNICHANNEL STRATEGIES
HOW DO TACTICS ALIGN WITH STRATEGIES

RACE:ALIGNINGSTRATEGIESANDTACTICS
GOAL:GROWREVENUEBY10%BYACQUIRINGNEWCUSTOMERS
Exploration
Decision-making
Purchase
Advocacy
CUSTOMERS IMPACT SAMPLE KPIs
Grow brand
awareness
Consumer outreach
& connection
Convert to
purchase
Increase loyalty &
promoters
Unique visitors, Value per visit, Fans
Leads, time on site, shares
Sales, revenue, close rate
Repeat purchase, satisfaction, NPS
GOALS STRATEGY
R E A C H
A C T
C ON V E RT
E N GA GE
AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
EXPERIENCE

WALKINGTHROUGHRACE:REACHGOAL
GOAL: GROW REVENUE BY 10% BY ACQUIRING NEW CUSTOMERS
@MILESTONEMKTG
AUDIENCE
(WHY AND HOW)
LONG TAIL NON
BRANDED SEARCH
REMARKETING
DISPLAY
SEO FRIENDLY
PLATFORM
INFORMATIONAL
CONTENT
ACROSS ALL
DEVICES
RELEVANT AND
AUTHORITATIVE P
ARTNERS
AMPLIFY WITH
SOCIAL
MEASURE,
RINSE, REPEAT

CREATEOMNICHANNELMARKETINGPLAN–ALIGNWITHBUSINESS
GOALSANDAUDIENCE
All channels, all devices
WEBSITE
EMAIL
MARKETING
REVIEWS
OUTLETS
SEO
PAID ADVERTISING
SOCIAL MEDIA
LOCAL SEARCH
PPC, DISPLAY, META

Confidentialwww.milestoneinternet.com | 1-408-200-2211 14
FOCUSONCREATINGPHENOMENALEXPERIENCES
2/6/19
SEARCH EXPERIENCE
Enhancing search experience
for customers.
Consistent information, Structured Data,
Entity Search, Voice Experience, Paid vs
Organic Synergies vs Social Amplification
USER EXPERIENCE
Creating immersive and engaging
customer experiences
AMP, FAQs, Digital Assets, PWA, CRO
CUSTOMER EXPERIENCE
Engaging with customers to
create meaningful interactions
Personalization, Hyper-local cx, Online
reviews and responding, Surveys

Creating immersive
and engaging
customer experiences
USER
EXPERIENCE
@MILESTONEMKTG

MILESTONE’SDIGITALPRESENCEMATURITYMODEL
SOFTWARE TACTICS
CMS to edit your site
Local SEO, Consistent
Information across all
channels
Easy to use CMS
Social marketing
Review management
Basic reports
Schema-friendly Platform
Competitive intelligence
Digital marketing analytics
Predictive analytics
FAQ management
Voice-publishing
Website, HTTPS
Technical SEO
Local optimization
PPC
Keyword optimization
Content improvement
Responsive site
Speed
Paid marketing
Omnichannel Strategy
Backlink strategy
Schema
Mobile-first design
Leverage CDNs
Retargeting
FAQ content
Voice search
Segmented paid
PAMP
FOUNDATIONAL
PROACTIVE
PROGRESSIVE
STRATEGIC
AIM FOR A
STRATEGIC
POSITION

CONTENTALIGNWITHMICROMOMENT
Research Explore Learn Buy
I want to know I want to go I want to do I want to buy
“What banks offer
mortgage loans?”
“Where is the
nearest bank?”
“How do I apply
for a mortgage?”
“Where can I meet
a financial
advisor?”
Which cars get
the best mileage?
Where can I test
drive cars near
me?
How do I get a
car loan?
Where can I buy
car X?

YOURCONTENTHUBPOWERSALLCHANNELS
WEBSITE
& LOCAL PAGES
BLOG
SOCIAL MEDIA
PAID
VOICE
& CHATBOT
CONTENT
HUB

ALIGNDIGITALASSETSWITH
CONTENTSTRATEGY
FAQs
wrapped in
schemas

USEREXPERIENCE-BEMOBILEFIRSTANDTECHNICALLYSTRONG
SPEED Crawlability,
Indexability,
Validations
Low bonce rate
& High
engagement
HTTPS AMP PWA RESPONSIVE
DESIGN
MOBILE-FIRST
Schemas &
Entities

USEREXPERIENCE-MOBILEFIRST,AMP&PWA
MOBILE FIRST,APP-LIKE
EXPERIENCE
AMPTECHNOLOGY
FOR SPEED &
INTERACTIVITY
PWAFOR NOTIFICATION
& LOCALACCESS

USEREXPERIENCE-ENGAGINGANDINTERACTIVE

MAKEMICROMOMENTINTERACTIONSENGAGING

CONVERTLOOKERSINTOBUYERSBYCREATINGURGENCY

Organic, Social & Paid
Enhancing search
experience for
customers
SEARCH
EXPERIENCE
@MILESTONEMKTG

SEARCHHASCHANGED:IT’SALLABOUTINTENTAND
CONVERSATIONS
TEXT
DRIVEN
2008 2019
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Prioritize great
content

SCHEMA…HELPINGSEARCHUNDERSTANDYOU
Address
Location
Restaurant
Shopping
Reviews
Things to do
Events
Images
Specials
Videos
Rooms
Breadcrumbs
Schema samples
brand
photos
logo
aggregateRating
hasMap
Address
Phone
Fax
amenityFeature
Review
sameAs (social URLs)

CONSISTENTDATAFORENTITYSEARCH
https://moz.com/learn/local/citations-by-category
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social ChannelsMaps
APPS & LISTINGSCentral Data Hub
Source Search Engines Apps & listings End-points

CONSISTENTINFORMATIONACROSSALLCHANNELS
PAID
SOCIAL
REVIEWS
WEBSITE
LOCAL
LISTINGS
LOCAL
SEARCH
GROUP
TOOLS
YOUR BUSINESS
INFORMATION
MENUS

CONTENTDISTRIBUTION: WRITEONCE,PUBLISHEVERYWHERE
BUSINESS
PROFILE
LOCAL
SOCIAL &
REVIEWS
COMPETITIVE
INTELLIGENCE
REPORTING
HOME

CONSISTENTINFORMATIONACROSSALLCHANNELS
PUBLISH
TO GMB
YELP
WEBSITE
Google My Business Yelp Offers Website Offers
RICH AND ACCURATE INFORMATION

GOALS,STRATEGY,CHANNELS ANDKPIALIGNMENT
GOAL:GROWREVENUEBY10%BYACQUIRINGNEWCUSTOMERS
Engagement
Conversion
Micro-conversions
Purchases, RFPs
Consideration
Awareness
Visibility, presence
Visitation & traffic
In-Market Display
Social / In-Market Paid Search
Metasearch / In-market
Retargeting
Branded Paid Search
Awareness KPI’s
• Visits
• Bounce Rate
• Session Duration
• Impressions
• Impression Share
Consideration & Engagement
• CTR
• Visits and Repeat Visits
• Pages per Session
• Social Proof
Conversions
• Bookings (And Click to Bookings)
• Conversions and CVR
• Phone Calls
• Revenue
• ROAS
R
A
C
E

NOLINEARPATHTOPURCHASE–THINKHOLISTICALLY

AMPLIFYYOURMESSAGETHROUGHSOCIALMEDIA

2019:ELEMENTSOFSEARCHEXPERIENCE
Ensure your
business can be
found on any
device, any time
through entity
search
Consistent & rich
information to
attract customers
Connect with the
customer with
technology & UX
Leverage paid
strategies based
on your audience
and business goal
Amplify through
paid social

CONSUMER
EXPERIENCE
@MILESTONEMKTG

PERSONALIZATIONISKEY
Behavior
(website
analytics)
Purchasing
(PMS data)
Demographic
(CRM data)
Personalization
Engine
Segmented
advertising
Personalized
content
Personalized email
campaigns (CRM)
Geo-location
Ad-based
behavior & history
@MILESTONEMKTG

BUILDTRUST–REVIEWSONYOURSITE

PERSONALIZEDINTERACTIONUSINGCHATBOT

SCALINGYOURCONTENTSTRATEGYWITHPLATFORM
MANAGE YOUR FAQs
PUBLISH TO CHAT BOT
PUBLISH TO YOUR WEBSITE
FAQs to
chat and
your website
and your
voice
actions

ENHANCEEXPERIENCESWITHCHATBOTS
Chatbot
LiveAgent
Learning System
Publish to
site FAQs
Push to
Chatbot

VOICE:YOUR
NEW
CHANNEL
@MILESTONEMKTG

THOSEWHOCONTROLTHEANSWER
WILLDRIVEREVENUE
?
Show me ATMs near me
Do own your brand voice?

CONTENT
WEBSITE
TECHNOLOGY
VOICEOPTIMIZATION
TRACKING&ANALYTICS
4 STEPS TO
VOICE SEARCH

VOICEOPTIMIZATION –PROMOTETHROUGHACTIONSDIRECTORY

VOICESEARCHCAMPAIGN–PAIDMARKETINGONQUERIES
OPTIMIZEDFORVOICESEARCH
Use long-tail voice-
search queries as paid
marketing keyword

DateRange:December2018
PAIDCONVERSIONINCREASESWHENUSINGQUERIESTARGETEDFOR
VOICESEARCH
Clicks,
621
Conversions,
154
0
100
200
300
400
500
600
700
Clicks,
236 Conversions,
104
0
50
100
150
200
250
24%
Conversion rate
44%
Conversion rate
Traditional
Campaign
Campaign using voice-
based keywords

VOICESEARCHATWORK
USER INTENT
LANDINGPAGE
EXPERIENCE

18VOICEACTION–WEJUSTSTARTED
driving users each day to the website
through voice-search interactions via “Ok Google” voice assistant
~18 daily
Milestone Client in Boston

Walter Paliska
VP of Marketing
OMNI
CHANNEL&
MEASUREMEN
T
@MILESTONEMKTG

SCALEYOURSTRATEGYCALENDARTOALIGNWITHBUSINESSGOALS
Grow top of the
funnel by 20%
(JAN – MAR, 2019)
Spring Campaign
Keyword
research
Build Content
Build AMP page Measure impact
Valentine’s Day
sales
Keyword research
Build Landing page
Ads Campaign Measure ROAS
#ENGAGE2018

ANALYTICS:TRACKTHERIGHTMETRICSBASEDONGOALSAND
PROMOTIONSTRATEGIES
CONVERSATIONS IMPRESSIONS CALLS
& RFPs
VIDEO
VIEWS
SOCIAL
ENGAGEMENT
KEYWORD
RANKS

PUT
CONSUMERS
IN THE
CENTER
1

RACE:
TURN GOALS INTOACTIONS
2

FOCUS ON UX &
CONVERSATIONAL
CONTENT – SCALE
WITHASTRONG
PLATFORM
3

CONSISTENT
SEARCH
EXPERIENCE
ACROSSALL
CHANNELS
4

EMBRACE NEW
CHANNELS LIKE
VOICE & CHATBOTS 5

WHAT’SCOMING
WEBINAR SERIES
Local Search
Paid marketing
Social media
Yelp
TRADE SHOWS
FEB 25-27
FEB 24-27
Preferred
FEB 25-27
FEB 26-27
WATCH YOUR INBOX UPCOMING SHOWS
ENGAGE 2019
IT’S ALMOST TIME
Tickets available
March 1
7/31 – 8/1

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2019 Digital Marketing Trends Webinar

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