The 2016 Digital Marketing Recap: The Marketing Drive ep22

As we wrap 2016, it’s a good time to look back and reflect on the fact that there have been more updates in the past year in terms of SEO, Google, Facebook, Twitter than the past 3 years combined, all which affect how we market and do business on the internet.

Platforms such as Google and Facebook have introduced new tools that take digital marketing to the next level and reaching our target audience a whole lot easier.

In today’s Marketing Drive we’re not talking about the 2017 trends but rather the 2016 changes and how that will affect how we think about our activity in the digital marketing industry. These are my personal observations from my day to day work and client work that span these different digital marketing platforms.

2016 has been a great year for Honeypot Marketing, thanks to everyone for subscribing to The Marketing Drive YouTube channel and podcast. Happy New Year!

In The Marketing Drive Episode 22 we’re talking about:

  1. The 2016 digital marketing changes that make an impact on how brands and companies need to communicate online.
  2. Google’s introduction of the new indexing infrastructure ‘Caffeine’ and the Mobile First Index.
  3. Facebook’s updated pixels and updated video features – how these tools can connect you to your audience even further.
  4. How Twitter real time moments will be the newest way to consume the latest news on politics and society.

Video Transcription

Welcome to the marketing drive. I’m Dan Nedelko and it is the end of the year. On today’s marketing drive I wanted to talk a little bit about, not trends because I don’t like the word trends. But for 2016 especially, in the world of digital marketing, there has been full of changes this particular year from my observations.

Working day to day in digital marketing on client work, our own projects, using all of the different channels in the platforms that we use, this year has seen some really substantial changes. Now you can probably look back every single year and say the same thing but I feel that this year there was a huge maturity that happened on a lot of social media platform.

1.Google

Starting with the big ‘G’, Google introduced the caffeine platform. I’m probably going to miss a couple of these milestones, such as Penguin 3 and Penguin 4, but I think how I’m going to hit on the generalities of it. So we saw the caffeine platform which really underpins Google’s infrastructure roll-out and that really put an end to your “google update”. Since that happens now in almost real time, those rankings move around.

There are thousands of thousands of PageRank algorithm updates that happen. They’ve said over a thousand, so I actually would trust that would be the case given the size and scale of the search engine itself, and the number of people working on it and the platform is running on.

What I would say is very effectively and I have been involved with a number of projects who you know we’re living in a state of denial about what penguin means? Why is content important? Why SEO and just site development best practices are extremely important? And they got penalized for it. A lot of old-world thinking about what content means? Is content important for the user? Which it absolutely is and the holistic approach of SEO which I think is often forgotten.

  • Search engine optimization is not a thing that is completed, it is a process that takes the user into account and as such it’s more closely aligned with customer experience and user experience. Information architecture is more than architecting the physical structure of the site, but how the information flows back through to the user. If Google can understand your site, then a human being can understand your site. So take the time to consider the user in terms of their understanding of your site, your product, how they interact with it, what stage of interaction there at with you.
  • What we saw with penguin, caffeine, and now google mobile first is that we’re seeing a massive shift where Google’s algorithms are really becoming more and more closely aligned with what I would call the customer experience. You have to adjust your search engine optimization strategies, for example, to work in line with that. If you ignore that and continue to develop pages that have content for the sake of having content, you’re going to be spinning your wheels without the definitive plan of what you want to have happened someone lands on your site through a search engine. Beyond direct is still the number one source of traffic for almost every site that we work on and we work very hard to make sure that that happens.
  • In November 2016, Google’s mobile first index came out and what that really means is that there are in fact two different Google indexes now. When you visit on a mobile device, you will see different search listings and different results than you would see if you’re coming from a laptop, desktop or even the tablet device. Mobile first is extremely important because it is the growing channel people have to interact with you online. Again the simple analogy is you may be watching this on your phone – if you’re not watching this on your phone, I’m going to bet that your phone is no more than arm’s length away from you. So that shift late this year heralds a lot of big changes.
  • Our entire content strategy needs to be shifted and adjusted to really work with a lot of that maturity especially on the google side, so your content has to change and the way that you design a site has to change being mobile-first, possibly even custom app development which is the primary way that people interact with sites and applications on their mobile devices.

So that’s google, it’s going to be mobile – mobile first, mobile app development, search optimization in app. So iTunes Store, Google Play, taking into account that google now has google pixel which is going to be a probably a rising kind of star for google, but again just on the mobile front is really tailoring a mobile experience primarily rather than secondarily, and moving into the app development space, and really understanding when you design pages specifically on your site whether they’re lead acquisition pages or information pages or anchor pages, the device is important for the layout of your content and how people interact with that.

Obviously, screen size is a massive issue. Smaller screen sizes should have content tailored for people and understanding how people use devices. When you’re mobile you’re typically on-the-go. You’re not going to read a five-page document right. You may watch a video it needs to be scan-able all of those types of things.

2. Facebook
The next biggest player in the game, in the industry, is Facebook. Facebook has come a long way in 2016 in particular. Facebook went from having, what I would call a fairly embryonic advertising platform into having something very sophisticated and obviously they’ve been pouring tons of resources into it.

  • All of the different channels that are available on Facebook now, in particular, how Instagram interaction works within the Facebook environment, which is actually very powerful. It’s powerful brand and it’s powerful for conversion. It should not be dismissed; it is an integrated part of the Facebook experience whether it appears that way on the front side or not it very much is.
  • Facebook released their advance new pixel which can be installed on sites and then you can gain additional advanced levels of information about your users, about how they’re interacting, how you can remarket and retarget to them.  How you can build up those custom audiences and refine those custom audiences and also how visibility works on the Facebook platform. All of those things have accelerated more in one year than they probably have in the combined three years before that.
  • One of the biggest changes for Facebook is the roll-out on stripe and PayPal payments being accepted via messengers for e-commerce retailers on Facebook specifically and Facebook will not be charging a fee to do that. So that means that your customers that interact on Facebook will then have the ability to pay you via messenger using stripe and PayPal so that really accelerates the importance of how you could use things like a Facebook Messenger to interact with your customers for resale, for purchase and actually accept the payment in a seamless way.
  • The next big thing for Facebook will be, Facebook doubling down on video. One of the biggest things that I think people don’t know or haven’t noticed is the Facebook now has a very similar media library to YouTube. It’s obviously not a YouTube, YouTube is still kind of the king of video, but Facebook again has the ability to create and move people into the platform very quickly that is going to be interesting to see how that pans out. I see video becoming more and more important. The ability to cross-post between two brands seamlessly is extremely important for partnerships because digital marketing in 2016, partnerships have become more critical and more welcomed by everybody in order to reach the right audiences.
  • Facebook is going to continue to double-down I think on new ways for businesses to interact with individuals which will then allow them to kind of filter out the noise of Facebook, that’s always been kind of a big thing since the Facebook brand page was introduced. Making it even more critical for you as a brand and as a marketer to connect with the right individuals, not the most individuals.

3. Twitter
Twitter had an interesting year and fascinating to watch. We weren’t sure where Twitter was going to end up but it has turned into a media outlet for politics and current events. It gave Twitter a snowflake status, and no it’s not going to “beat Facebook”, they’re just two different things altogether.

  • Beyond the finances of that company they’ve got smart leadership, that’s really savvy and they are an extremely valuable part of the media communications landscape in particular in politics and world events.
  • Twitter released moments and it’s actually a great way to consume news. A lot of changes in how users can interact on Twitter to see threads and conversations.
  • Twitter has some work to do because of things like anonymity, verified profiles, bullying and cyber-bullying, those mechanisms that have been issues for twitter in the past that Facebook is actually done a very good job solving.

4. Snapchat

Continue to double down on the vertical video world and continue to expand to the millennial crowd. I think we are going to see a lot more brands and brand engaging stories and I’m hoping Snap will work n their distribution model for smaller and medium size businesses to make it worth it for them in interact there.You’re also going to see Snapchat introduces features that will allow the brand to interact and schedule content on snap channels would be a very welcome thing.

5. Bing and Yahoo 

I’m not entirely sure. Your going to see Bing with the maturity of Windows 10 and Xbox

In summary:

  • Google double down on mobile, definitely a theme for them.
  • Facebook double down on being able to reach audiences using the extended information they have available to them through the open graph and the ability for brands to connect with more people and the correct audience.
  • Twitter doubling down on real time moments and news, current events, social. The revenue stream may include possible more interaction more like a NY times type of channel.

Again, no trends! These are my observations that I think you will see happen in 2017 in a real tactile way. Happy New Year and happy 2017. It’s been a fascinating and great year at Honeypot Marketing. You’re going to see the introduction to the Knows Network and I’m super excited about that. We are going to start doubling down on our own projects and community.

Subscribe to The Marketing Drive YouTube channel
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I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Business: http://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Building Leads and Developing Relationships Using PPC Channels : The Marketing Drive ep 21

Paying to market your core product or service through Google AdWords, Facebook or Bing (or any other paid channel) will be an extremely expensive proposition.

Watch and learn how to reduce your Pay Per Click campaign costs, create a highly engaged lead list and increase your conversion and retention rates.

Sound too good to be true? It isn’t, it simply requires an understanding of how a lead and conversion list can be set up to reduce costs and increase your long term conversions.

The best part of this? You’ll be investing a lead list your can segment and develop relationships with your potential clients over the long term.

In The Marketing Drive Episode 21 we’re talking about:

  1. Reviewed our Black Friday and Cyber Monday e-Commerce programs, they were fantastic!
  2. Why we saw bad campaigns running for 4 solid days and companies spending millions front loading offers.
  3. How we can be smarter with our budgets, no matter how modest they may be, and build real contacts with potential customers.
  4. What it means to really stop thinking of this as “lead acquisition” and start thinking of the process as “relationship building”.

Subscribe to The Marketing Drive YouTube channel
Subscribe to the podcast on iTunes

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Business: http://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

AdWords Quality Score Talk : The Marketing Drive ep 20

AdWords is the world’s most advanced and largest network for publishers and an extremely powerful demand-side platform (DSP). If you’re a digital marketing professional managing advertising inventory then this will be a great use of 8 minutes of your day!

AdWords Quality Score can have a substantial effect on your advertising performance and your bottom line. The differences equate to 4x to 6x more expensive CPC rates.

In today’s Marketing Drive we’re talking about AdWords Quality Score, why it’s important for all marketers from the highest executive levels to the most junior intern to understand the importance of this score.

Your Finance team and your year-end budget actuals versis forecasts will thank you for being thoughtful about your digital marketing messaging quality.

In The Marketing Drive Episode 20 we’re talking about:

  1. The importance of AdWords Quality Score.
  2. Digging into some of the misconceptions of AdWords Quality Score and how it works.
  3. 5 Actionable tactics you can implement today to increase your Quality Scores.
  4. Why I’m going to stop numbering tactics in the podcast.

Subscribe to The Marketing Drive YouTube channel
Subscribe to the podcast on iTunes

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Business: http://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Why You Need To Classify Your Digital Marketing Campaigns : The Marketing Drive ep 19

Setting your digital marketing campaigns into one of three main types will help you maintain your sanity and provide clear goal posts for your team.

Misunderstood campaign goals can cause a serious headache when the campaign is complete if everyone involved is not on the same page or unclear on the goals.

Lead generation is a nurturing and growth process, it does not burn resources. Conversion Campaigns can be very effective when care is taken to understand your true Cost Per Acquisition (CPA). Retention Campaigns can catapult your business into the stratosphere.

In today’s Marketing Drive we’re talking about why I do The Marketing Drive without expectation of reward, defining the type of campaign you are launching before it is launched and ensuring it fits into your revenue allocation and targeting model.

In The Marketing Drive Episode 19 we’re talking about:

  1. Why I do The Marketing Drive (because I ❤️  you, that’s why).
  2. The importance of content creation without expectation of reward.
  3. Lead Acquisition Campaign. Goal: generating the lead to get them into your funnel.
  4. Conversion Campaign: converting that lead or inbound customer into a “sold customer”
  5. Retention, Rebuy, Reactivation: a.k.a the “Care” campaign.

Subscribe to my YouTube channel
Subscribe to the podcast on iTunes

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Business: http://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Practical PPC and AdWords Optimizations : The Marketing Drive ep 18

Managing PPC campaigns on Google AdWords or Bing networks and now Facebook and Twitter is complex. Set it and forget it isn’t going to work in 2016, you’ll burn your budget and reduce your acquisition efforts.

In today’s Marketing Drive we’re talking about 10 AdWords PPC Optimizations we can do right now, today to optimize our budgets and increase conversions.

This episode of The Marketing Drive is great for PPC marketers or for business owners and marketing teams who hire PPC consultants or agencies.

Here’s what you’re going to get in episode 18 of The Marketing Drive:

  1. 10 practical AdWords optimizations you can use right now.
  2. Checking in on your campaigns daily.
  3. Break out your Ad Groups and Keyword Sets to be more targeted and specific by topic.
  4. Create customized landing pages that are flexible enough to update and optimize quickly.
  5. Cross reference your most effective time of day performance and accelerate your campaign during those times.
  6. Go mobile. Run mobile only campaigns and do not blend Desktop and mobile.
  7. Optimize your re-marketing groups. Most remarketing is done very badly, limit, cap and customize the messaging.
  8. Negative Keywords. Use them.
  9. Running in the GDN (Google Display Network) and filtering out the high volume low quality sites that won’t convert.
  10. Set up alerts and automations to notify you when significant events happen.

Let’s talk marketing on the drive into the office. I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Business: http://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

In today’s episode I’m talking about sticking to a Marketing Playbook, executing “on point” in an agile manner and a little bit about what I’m going to be talking about in the Drive every day!

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Mapping Marketing Strategies & Tactics : The Marketing Drive ep 17

Often marketing strategies and tactics are confused.

Here are some tips that will help you to lay out Marketing strategies clearly, assigning tactics to them, then completing the circle by integrating that process into your reporting cycle.

Subscribe to my YouTube channel
Subscribe to the podcast on iTunes

In The Marketing Drive Episode 16 we’re talking about:

  1. The difference between strategy and tactics.
  2. Making sure your marketing strategies align to business goals.
  3. How to map out your marketing strategy and easily assign them to tactics.
  4. Ensuring tactics achieve your strategic and business goals.
  5. How to be flexible enough to adjust your tactics when performance is an issue or strategies change.

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Business: http://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Facebook Groups The Feature No One Really Talks About : The Marketing Drive ep 16

Facebook has been on a tear recently, they’re definitely on track to “eat the world”. I’ve found that Facebook also sports one of the highest conversion rates of all channels when you’ve developed an engagement plan (a.k.a defined funnel and plan).

See, what Facebook has done is created an ecosystem of extremely high engagement. When we’re on Facebook, we’re really engaging: talking to friends, business associates, family and more. It doesn’t stop there, with the advanced features Facebook keeps rolling out, we can really ramp up our activities, engage with our audience and grow our audience through great customer experiences.

On top of all of that, Facebook is also accelerating their product roll out schedule. One of Facebook’s strengths has always been their pace of development and features. This year I’m seeing Advertising support and intelligence tools allow us to communicate more intelligently and relevantly than ever before.

Facebook Video and Live are both priorities for Facebook, they’ve in fact been the ones to say this is their focus throughout 2016. Facebook Live is already changing the marketing and communications landscape. Facebook wasn’t first, but they’ve got the users and distribution. But there’s one quiet Facebook feature that isn’t being talked about and it’s the most powerful feature for marketers looking to really engage with their audience.

In The Marketing Drive Episode 16 we’re talking about:

  1. The Facebook feature no one talk about.
  2. Why this Facebook feature is so important to Marketers and businesses.
  3. How to add this feature to your social media mix effectively.
  4. The steps you can take to really connect with your audience and customers.

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Businesshttp://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Subscribe to my YouTube channel.

Subscribe to the podcast on iTunes.

Sweet Little Marketing Lies : The Marketing Drive ep 15

It’s easy to sugar coat our marketing campaign results. No one *likes* reporting on less than “up and to the right” results.
As Marketers, we have to be careful not believe our own sweet little lies. 🙂
In order to be effective, let’s also be honest, candid and analytical about performance.
In The Marketing Drive Episode 15 we’re talking about:
  1. Embracing failure and failing fast.
  2. Using consistent metrics to ensure we can in fact measure and understand what’s happening.
  3. Communicating performance to your team and clients.
  4. How to communicate opportunities.
  5. It’s OK to pivot, adjust and modify a campaign once you’ve identified a weak point.

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Businesshttp://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Marketing Skills We Need in 2016 : The Marketing Drive ep 14

Let’s discuss what skills will make you stand out and also make you a more effective Digital Marketer in 2016.

Last year I wrote a post on LinkedIn about Marketing Skills I thought were important in 2015 with resources.

Well…it’s a year later and it seemed like the right time to talk about the skills I try to hone on a daily basis and what might be of value to you as a Marketer in 2016.

This isn’t the biggest list in the world, nor the most exhaustive, it’s definitely from my own perspective, experiences and certainly reflects my own goals for improvement this year.

Before we dive into the skills themselves, it’s important to consider the “T-shaped Skill Set” of Digital Marketing. It’s not a magical concept, it basically says that as a skilled Digital Marketer, we are competent and knowledgeable in the broad range of elements that go into Digital Marketing.

Emphasis on competent and knowledgeable, rather than specialists or deep experts. This is the “shallow and wide” notion and forms the top of our “T”. From that point, you can go “narrow and deep” into your speciality, whatever that might be.

If you choose to remain uninitiated in the “shallow and wide” you’ll be serving up an incomplete set of skills that make up a well balanced and effective Digital Marketing Pro.

In The Marketing Drive Episode 14 the digital marketing skills I think we need to foster in 2016 are:

  1. Code, code, code. This is one of the most powerful skill sets for the modern marketer, at least a working knowledge of
  2. Knowledge of Mobile capabilities, usage patterns and the importance this is having in the modern marketing landscape.
  3. Conversion and Conversion Tracking. How you can implement this tracking into your marketing efforts.
  4. Paid Advertising Platforms. It’s becoming ever more important to have an excellent understand of the capabilities, formats and advanced features.
  5. Design. Effectively beautiful design will increase your conversions and engagement. Canva is a great tool for non-designer marketers.
  6. Analytics. Having the ability to provide meaning to the data and patterns.
  7. Writing. Everyone is a writer, you just may not believe it. Pro tip: the only way to improve your writing is to write more frequently. You gotta do the work.
  8. Emerging Channel Knowledge. The pace of these emerging channels is accelerating, being comfortable with these channels and how you can integrate these into your marketing mix.
  9. Conversion Optimization. How do we optimize? How do we learn how to improve our performance?
  10. Conversion Funnel Development. As a marketer you need to be able to develop a strong, clear and  funnel. The saddest thing for a marketer is developing a lead list without a plan to convert them into an engaged customer.

There are probably more that i’ve missed but now is your chance to chime in and add to the list!

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Businesshttp://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

Subscribe to my YouTube channel.

Subscribe to the podcast on iTunes.

Creating a Content Strategy That Converts : The Marketing Drive ep 13

Creating a content strategy is hard work. Creating a content strategy that converts and is in line with our overall strategy is challenging and tricky.
A few days ago we talked about micro-moments, search psychology, getting into the mind of our audience, as a beginning to our keyword research.
Today we’re going to step through a simple and practical process for building out some empirical data against our keywords, get additional keyword ideas, then use the data to drive our content strategy and creation process.
This simple process will help you ensure we’re setting aside our own “vanity” terms and business concepts, researching what the audience is looking for in very real terms and allowing us to create smart content that achieves real business goals.
In The Marketing Drive Episode 12 we’re talking about:
  1. Crafting a content strategy based on real people and taking it to the next level.
  2. Using empirical data to identify marketing opportunities by understanding what people are searching for through search engines and social.
  3. Building out your content strategy in very real ways on your website, social channels and email databases.

I’ll be covering the latest and greatest marketing, business and start-up tips every day from the road.

Agency Life: https://dannedelko.com

The ups, the downs of agency life. How to build your agency successfully.

Marketing Execution: http://honeypotmarketing.com

Every day we’re launching, reviewing and optimizing marketing campaigns.

Marketing and Businesshttp://marketerknows.com

How to survive as an effective marketer without losing your sanity. Marketer Knows is a community for marketers who are in the trenches each and every day.

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