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The 2018 State of Digital Marketing

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In this on-demand webinar, SilverTech’s Principal Strategist, Samantha Maltais, and Content Strategist, Ian Hughes, review the results of our industry-wide State of Digital Marketing survey. They discuss the main challenges and opportunities marketers face and share what they believe will be the most effective digital strategies of 2018.

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The 2018 State of Digital Marketing

  1. 1. The 2018 State of Digital Marketing © SilverTech, Inc. 2017
  2. 2. YOUR HOSTS Ian Hughes Content Strategist, SilverTech Samantha Maltais Principal Strategist, SilverTech
  3. 3. 1996 Founded In 75+ Crew members 80+ Average Active Projects
  4. 4. Our Work We believe in the Three C’s Clients Crew Company CMS Content Management Systems MA Marketing Automation & Journey Management CRM Salesforce PARTNERSTECHNOLOGY SEAMLESS INTEGRATIONS SHARING DATA
  5. 5. Agenda 1. Report Overview & Key Findings 2. Resources, Challenges, & Top Priorities 3. The Digital Marketing Foundations of Effective Marketing Teams 4. Emerging Trends in 2018
  6. 6. Report Overview & Key Findings © SilverTech, Inc. 2017 01
  7. 7. The Seven Steps to Successful Persona Creation Report Overview For our third annual State of Digital Marketing Report, SilverTech surveyed 150 marketing leaders, including 34 Directors of Marketing, 15 Marketing Managers, 11 Chief Marketing Officers, and 11 Digital Marketing Managers from 122 unique companies headquartered in 30 different states. 1 to 2 3 to 4 5 to 6 7 to 10 10 plus Team Size
  8. 8. The Seven Steps to Successful Persona Creation Report Overview 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Website Optimization (UX, A/B Testing) Content Creation Pay-Per-Click (PPC) Marketing Strategy CRM Implementation & Management Marketing Automation Internal Only Combination of Internal & Partner Resources Mostly Partner Resources
  9. 9. KEY FINDING Small marketing teams are adopting the strategy practices of their larger peers and competitors.
  10. 10. KEY FINDING Marketing teams that rate their website presence as “effective” are 2.8x more likely to have redesigned their website or upgraded their content management system (CMS) within the last year.
  11. 11. KEY FINDING Marketing teams that rate their inbound marketing as “effective” are 1.7x more likely to utilize a marketing automation platform than marketing teams that rate their inbound marketing as “ineffective.”
  12. 12. KEY FINDING Marketing teams that rate their social media marketing as “effective” are 1.6x more likely to utilize personas and 1.8x more likely to have adopted a customer journey strategy than marketing teams that rate their social media marketing as “ineffective.”
  13. 13. Resources, Challenges, & Top Priorities for 2018 © SilverTech, Inc. 2017 02
  14. 14. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities 0% 10% 20% 30% 40% 50% 60% 70% Budget Constraints Team Resource Constraints Ability to Keep Up With Latest Trends Lack of Unified Marketing Strategy Large Team Small Team Looking ahead to 2018, what are your organization’s top marketing challenges? Large and Small Teams identified what they saw as challenges and/or major challenges
  15. 15. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities When was the last time your organization went through a website redesign? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Within last 2 years Two or More Years ago Large Teams Small Teams
  16. 16. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities Of the following trends, which will be priorities for your organization in 2018? 0% 10% 20% 30% 40% 50% 60% 70% 80% Personalization One- to-One Mobile Presence Optimization Marketing Automation Social Media Effectiveness Large Teams Small Teams
  17. 17. MA CRMCMS
  18. 18. The Seven Steps to Successful Persona Creation Resources, Challenges, & Top Priorities A look at the adoption and use of core marketing technologies in large teams vs. small 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Went through a website redesign or CMS upgrade in past year Actively use MA Actively use a CRM Large Teams Small Teams
  19. 19. FOUNDATION SPOTLIGHT | MARKETING AUTOMATION Marketing automation is not a passing trend. It is an actionable and useful tool that, when implemented and executed properly, can make measurable impacts to an organization’s bottom line.
  20. 20. FOUNDATION SPOTLIGHT | MARKETING AUTOMATION Marketing automation helps, “scale marketing initiatives, deliver more personalized and targeted communications, align with sales, and measure which channels and programs are the most effective.”
  21. 21. The Digital Marketing Foundations of Effective Marketing Teams © SilverTech, Inc. 2017 03
  22. 22. The Seven Steps to Successful Persona Creation Website Presence is “Effective” Respondents were asked to rate the effectiveness of their website presence toward meeting their business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize personas. Website Presence is Effective Website Presence is Ineffective
  23. 23. The Seven Steps to Successful Persona Creation Email Marketing is “Effective” Respondents were asked to rate the effectiveness of their email marketing toward meeting their business goals. Those that rated their performance as “effective” were 1.5x more likely to utilize personas. Email Marketing is Effective Email Marketing is Ineffective
  24. 24. FOUNDATION SPOTLIGHT | PERSONAS Personas are the foundation of personalized, one-to- one communication. They are fictitious representations of your audiences - who they are, what they like, and most important, what they don’t like.
  25. 25. The Seven Steps to Successful Persona Creation Digital Advertising is “Effective” Respondents were asked to rate the effectiveness of their digital advertising toward meeting their business goals. Those that rated their performance as “effective” were 1.7x more likely to utilize a customer journey strategy. Digital Advertising is Effective Digital Advertising is Ineffective
  26. 26. The Seven Steps to Successful Persona Creation Social Media Marketing is “Effective” Respondents were asked to rate the effectiveness of their social media marketing toward meeting their business goals. Those that rated their performance as “effective” were 1.8x more likely to utilize a customer journey strategy. Social Media is Effective Social Media is Ineffective
  27. 27. FOUNDATION SPOTLIGHT | CUSTOMER JOURNEY A customer journey strategy is critical to creating an optimized user experience (UX), one that removes barriers and heightens usability.
  28. 28. FOUNDATION SPOTLIGHT | CONTENT STRATEGY A documented content marketing strategy helps drive strategic proactive, short-term, and long-term content plans.
  29. 29. The Seven Steps to Successful Persona Creation Inbound Marketing is “Effective” Respondents were asked to rate the effectiveness of their inbound marketing toward meeting their business goals. Those that rated their performance as “effective” were 2.2x more likely to utilize a technology roadmap. Inbound Marketing is Effective Inbound Marketing is Ineffective
  30. 30. The Seven Steps to Successful Persona Creation SEO is “Effective” Respondents were asked to rate the effectiveness of their Search Engine Optimization (SEO) toward meeting their business goals. Those that rated their performance as “effective” were 1.9x more likely to utilize a technology roadmap. SEO is Effective SEO is Ineffective
  31. 31. FOUNDATION SPOTLIGHT | TECHNOLOGY ROADMAP “When we are working with any type of organization that is looking to do a long-term [web] rebuild or digital transformation project, [the roadmap] is one of the first things that we want to tackle.” Jeff McPherson, Chief Digital Officer
  32. 32. Emerging Trends in 2018 © SilverTech, Inc. 2017 04
  33. 33. Micromoments EMERGING TREND
  34. 34. KEY TAKEAWAY “We're heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean move on.” Google Think
  35. 35. Virtual Reality (VR) & Augmented Reality (AR) EMERGING TREND
  36. 36. Artificial Intelligence (AI) & Machine Learning EMERGING TREND
  37. 37. Source: HubSpot
  38. 38. KEY TAKEAWAY “Machine learning and artificial intelligence have phenomenal potential to simplify, accelerate, and improve many aspects of our lives.” Tony Bradley, Forbes
  39. 39. Chatbots EMERGING TREND
  40. 40. SILVERTECH HEADQUARTERS The Ash Street Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com

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