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5 Top Opportunities In Digital for 2017

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Sergey Gusarov
Sergey Gusarov

The document discusses 5 top opportunities for digital marketing in the current year: 1. Google is encouraging AMP pages which load 4x faster with 10x less data and have higher click-through rates. 2. Voice search is growing in popularity and will continue to become more personalized. Websites should optimize for voice by adding FAQ pages and using conversational language. 3. Schema markup helps search engines understand website content which can increase traffic from organic search. 4. Chatbots allow brands to interact with customers and provide personalized experiences. They have a bigger reach than apps. 5. Playable mobile ads engage users for longer by gamifying the advertising experience and increasing click-through and social sharing rates.

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5 TOP OPPORTUNITIES To Boost Digital Marketing This Year
Google is Actively Encouraging Site Owners to Create AMP Pages • AMP pages are 4x faster, use 10x less data compared to non-AMP pages • On average AMP pages load in less than one second • 90 percent of AMP publishers experience higher CTRs MOBILE: Google’s AMP AMP stands for Accelerated Mobile Pages. It was developed by Google to improve the mobile experience partially in response to Facebook’s Instant Articles and Apple News. Though Google says using AMP it isn’t a ranking factor (yet), AMP helps increase mobile friendliness and speed, which are ranking factors. What are Benefits of using AMP? Google has announced that AMP support will be rolled out across the entire organic search results page. Google is now doubling down on mobile, giving notice that the Google index is going mobile first and those who don’t have a mobile-friendly page will likely take a hit in the SERPs. Search Ranking What is AMP? 1
Multimedia Elements • Google AMP simply relates to web pages brought down to their purest form to be super lightweight and really fast loading. • AMP HTML is basically HTML extended with custom custom tags and properties. Most tags in an AMP HTML page are regular HTML tags, however some HTML tags are replaced with AMP-specific tags. • There’s no need to replace the current HTML version of pages – you will have two versions: the original version that users will typically see, and the AMP version of that page. How to Implement Those who are familiar with regular HTML, should not have difficulty adapting existing pages to AMP HTML. Google AMP is also easy to install on WordPress. It’s also possible to use customized titles and descriptions on your Google AMP pages in the same way as on regular ones by using the Glue for Yoast SEO & AMP sidekick plugin. Website HTML code Multimedia must be handled separately. Images need to utilize the custom amp-img element and must include an explicit width and height. For animated GIFs, there’s a separate amp-anim extended component. Like images, there is a custom tag that must be used to embed locally hosted or YouTube videos. WordPress and Content Management Systems 2
Trends & Drivers. Voice Search capitalizes on the growth of mobile technology allowing users to get relevant information in a more natural way and with minimal efforts. SEARCH ENGINES: Voice Search Voice search uses speech recognition to allow users to perform searches by saying terms instead of typing them into a traditional search bar. Employed both by Search Engines and Digital Assistants like Apple’s Siri, Windows’ Cortana, and Amazon’s Alexa it makes possible returning a direct result rather than a SERP. What are Benefits of using Voice Search? Already, 55% of teens and 41% of adults use voice search on a daily basis, and that number is only growing. With further advance of search engine algorithms and digital assistants ( that are not just confined to smartphones anymore and become increasingly integrated into homes, cars and game consoles) the search experience will be significantly more personalized and oriented toward voice based interactions using natural language. What is Voice Search? 3
Add a FAQ page to the website How to Implement To take advantage of the voice search capabilities there’s no need to overhaul your entire SEO strategy.- you’ll need to make relatively small-scale changes on your website to make it more optimized for voice –based search queries. Humanize content with more conversational phrases Maximize Schema markup opportunities • Research the most common questions asked by your target audience. • Build a complete list of “Who”, “What’, “Where”, “Why”, and “How,” (which are common terms used at the beginning of voice search queries) and provide clear and direct answers. • Use a more conversational tone by focusing on natural phrases and sentence structures, rather than just on keywords- in other words, try to respond to natural language questions with similar natural language answers . Posting answers to the most common questions can help the search engines identify quick answers for matching popular requests or questions. Implement structured data markup to tag the information contained within HTML documents. This will allow voice search engines to better understand what a page is about and which questions it is able to answer. 4
SEARCH ENGINES: Schema HTML Markup Schema is a markup language – an add-on to the HTML coding onto a webpage that helps search engines better understand the website’s content in whole and the meaning of specific elements of a webpage, like pictures, names, or videos. What are Benefits of using Schema? What is Schema? • It makes easier for search engines to properly index and categorize your website’s content. Marking up webpages with structured data means that a search engine can ‘read’ them more easily and understand what the content refers to. • It enables search engines like Google to pull out the relevant parts of a webpage in the form of rich snippets and rich data, making the results page more informative and increasing click-through rate. • It can make the website more relevant for voice searches. According to Searchenginewatch.com ”Without structured data, a webpage is essentially all information with no context; adding structured data gives it that context… So using it has the potential to make your pages much more attractive and interesting in search, increasing click-through and thus traffic from organic search.” 5
Generate and add to the website How to Implement Schema markup uses a unique semantic vocabulary in microdata format. There’s no need for any special coding skills - web pages with markup still use HTML. The only difference is adding bits of schema.org vocabulary to HTML Microdata. Find your type Test Identify the markup types that apply to your business and will be relevant for your website Often, multiple Schema types may apply to the same website so it’s best to Include them in additional Type tag. If you have infographics, videos, music playlists, or user reviews, there are Schemas for those, too. Use schema tools to generate structured data including Schema markup, and copy/paste the code into your website. Test your markup with tools such as Google’s Structured Data Testing Tool to ensure that everything is properly coded and visible to search engines. 6
• Chatbots are expected to become a major force in Mobile, taking over most applications and even some of Google’s search functionality. • Bots can send more than just text. They will be able to respond with structured messages that include images, links and call to action buttons. Users can perform a variety of tasks including receiving relevant content, news and updates, making reservations, scheduling appointments, placing orders and more. • Instead of wandering around an app, a chatbot could ask users criteria and surface relevant content or things to buy. Rather than sifting through tons of content on a news site, a chatbot could learn what users like and deliver personal digests and suggestions. • It is possible to incorporate chatbots into websites so you brand can start communicating with clients right as they land on your page. SOCIAL AND UX: Chatbots A bot is a interactive, self learning digital entity that communicates with people and learns their preferences in order to provide a personalized experience online. Chatbots allow brands to start a dialogue and have an automated conversation with people on a website or in Facebook Messenger. What are Benefits of using CHATBOTS? What are Chatbots? 7
8 Chatbots and Apps Comparison MOBILE APPS CHATBOTS Market Oversaturation There are millions of apps available on the market Installation Required Require users to download apps consuming smartphones’ resources Limited Reach Can only be used by people who downloaded them Limited Use People regularly usually use only 3 to 5 applications Mobile Only Can only be used on mobile devices Market Opportunities Innovative technology with unlimited potential for early adopters Installation Not Required Do not require users to download and install an app Bigger Reach Works on the largest interactive platform and is available to all FB users Fast Market Growth The fastest growing platform.Can be used on any device. Truly Interactive Format Conversation based instead of using built-in functionality vs
Development How to Implement While the very phrase “making a robot” sounds complicated for most people, creating a chatbot is actually a much easier task. Apps Make is available First, there are several chatbot creator apps that allow to create chat bots without complicated programming. If there’s a need for a more advanced and complex solution, you can always build a chatbot using your in-house team of programmers or hire an outside company, Facebook has an extensive library of materials on how to build bots for messenger available to all developers online. Facebook makes a great effort to help chatbot developers promote their creations. According to their website: ”We've taken steps to make it as easy as possible for your customers to discover you on Messenger. You can use Web plugins, Messenger Codes, Messenger Links, or Messenger Usernames. We've also focused on the ecosystem that developers use, enabling many platforms that have made it even easier to access Messenger tools, including Shopify, Twilio, and Zendesk. And, for businesses that already take advantage of using SMS for real-time communication - like when your food delivery is at your door or when your ride is outside - with customer matching tools, we've built a new way for you to easily transfer those conversations to Messenger.” 9
How Playable Ads work GAMIFICATION: Playable Mobile Ads Instead of inundating mobile users with typical banners, which they most likely to ignore as irrelevant or intrusive, advertisers can offer them a completely different experience — high-quality advertisements they can play and interact with. Playable Ads are an innovative rich media banner format that blurs the boundary between apps and ads, offering a rich environment where consumers can spend more valuable minutes interacting with them in real time. What are Benefits of using Playable Ads? Designed for the mobile experience, Playable Ads make users feel like they are playing an actual game—but within a banner. The user plays the game, attempting to achieve a goal set by the advertiser and is rewarded for their efforts. Once the game ends, the ad includes a call to action (CTA) that can funnel the user to a target page of the advertiser’s choice. • Playable Ads deliver at least 2-3x higher engagement rates than standard campaigns • Increase CTR with high engagement ads. • Increase Time Spent on Ads and create a sense of competition and leads to increased social sharing by up to 16%. What are Playable Ads? 10
Development How to Implement Playable Banners are built in HTML5. Since it’s HTML5, it works in all browsers and allows adaptable designs to be made for different devices (web, tablets, mobile, etc.) The playable ads usually consist of two parts: • a loading game part with simple graphics • the full banner, which downloads all the graphic assets once a user clicks on the play button of the ad. Both parts can be produced with reasonable efforts and investment. Apps As with chatbots there are several online creator apps that allow to create chat bots without complicated programming. And of course, for more creative and complex solutions your company can reach our for professional help and hire an outside agency or a team of developers. 11

More Related Content

5 Top Opportunities In Digital for 2017

  • 1. 5 TOP OPPORTUNITIES To Boost Digital Marketing This Year
  • 2. Google is Actively Encouraging Site Owners to Create AMP Pages • AMP pages are 4x faster, use 10x less data compared to non-AMP pages • On average AMP pages load in less than one second • 90 percent of AMP publishers experience higher CTRs MOBILE: Google’s AMP AMP stands for Accelerated Mobile Pages. It was developed by Google to improve the mobile experience partially in response to Facebook’s Instant Articles and Apple News. Though Google says using AMP it isn’t a ranking factor (yet), AMP helps increase mobile friendliness and speed, which are ranking factors. What are Benefits of using AMP? Google has announced that AMP support will be rolled out across the entire organic search results page. Google is now doubling down on mobile, giving notice that the Google index is going mobile first and those who don’t have a mobile-friendly page will likely take a hit in the SERPs. Search Ranking What is AMP? 1
  • 3. Multimedia Elements • Google AMP simply relates to web pages brought down to their purest form to be super lightweight and really fast loading. • AMP HTML is basically HTML extended with custom custom tags and properties. Most tags in an AMP HTML page are regular HTML tags, however some HTML tags are replaced with AMP-specific tags. • There’s no need to replace the current HTML version of pages – you will have two versions: the original version that users will typically see, and the AMP version of that page. How to Implement Those who are familiar with regular HTML, should not have difficulty adapting existing pages to AMP HTML. Google AMP is also easy to install on WordPress. It’s also possible to use customized titles and descriptions on your Google AMP pages in the same way as on regular ones by using the Glue for Yoast SEO & AMP sidekick plugin. Website HTML code Multimedia must be handled separately. Images need to utilize the custom amp-img element and must include an explicit width and height. For animated GIFs, there’s a separate amp-anim extended component. Like images, there is a custom tag that must be used to embed locally hosted or YouTube videos. WordPress and Content Management Systems 2
  • 4. Trends & Drivers. Voice Search capitalizes on the growth of mobile technology allowing users to get relevant information in a more natural way and with minimal efforts. SEARCH ENGINES: Voice Search Voice search uses speech recognition to allow users to perform searches by saying terms instead of typing them into a traditional search bar. Employed both by Search Engines and Digital Assistants like Apple’s Siri, Windows’ Cortana, and Amazon’s Alexa it makes possible returning a direct result rather than a SERP. What are Benefits of using Voice Search? Already, 55% of teens and 41% of adults use voice search on a daily basis, and that number is only growing. With further advance of search engine algorithms and digital assistants ( that are not just confined to smartphones anymore and become increasingly integrated into homes, cars and game consoles) the search experience will be significantly more personalized and oriented toward voice based interactions using natural language. What is Voice Search? 3
  • 5. Add a FAQ page to the website How to Implement To take advantage of the voice search capabilities there’s no need to overhaul your entire SEO strategy.- you’ll need to make relatively small-scale changes on your website to make it more optimized for voice –based search queries. Humanize content with more conversational phrases Maximize Schema markup opportunities • Research the most common questions asked by your target audience. • Build a complete list of “Who”, “What’, “Where”, “Why”, and “How,” (which are common terms used at the beginning of voice search queries) and provide clear and direct answers. • Use a more conversational tone by focusing on natural phrases and sentence structures, rather than just on keywords- in other words, try to respond to natural language questions with similar natural language answers . Posting answers to the most common questions can help the search engines identify quick answers for matching popular requests or questions. Implement structured data markup to tag the information contained within HTML documents. This will allow voice search engines to better understand what a page is about and which questions it is able to answer. 4
  • 6. SEARCH ENGINES: Schema HTML Markup Schema is a markup language – an add-on to the HTML coding onto a webpage that helps search engines better understand the website’s content in whole and the meaning of specific elements of a webpage, like pictures, names, or videos. What are Benefits of using Schema? What is Schema? • It makes easier for search engines to properly index and categorize your website’s content. Marking up webpages with structured data means that a search engine can ‘read’ them more easily and understand what the content refers to. • It enables search engines like Google to pull out the relevant parts of a webpage in the form of rich snippets and rich data, making the results page more informative and increasing click-through rate. • It can make the website more relevant for voice searches. According to Searchenginewatch.com ”Without structured data, a webpage is essentially all information with no context; adding structured data gives it that context… So using it has the potential to make your pages much more attractive and interesting in search, increasing click-through and thus traffic from organic search.” 5
  • 7. Generate and add to the website How to Implement Schema markup uses a unique semantic vocabulary in microdata format. There’s no need for any special coding skills - web pages with markup still use HTML. The only difference is adding bits of schema.org vocabulary to HTML Microdata. Find your type Test Identify the markup types that apply to your business and will be relevant for your website Often, multiple Schema types may apply to the same website so it’s best to Include them in additional Type tag. If you have infographics, videos, music playlists, or user reviews, there are Schemas for those, too. Use schema tools to generate structured data including Schema markup, and copy/paste the code into your website. Test your markup with tools such as Google’s Structured Data Testing Tool to ensure that everything is properly coded and visible to search engines. 6
  • 8. • Chatbots are expected to become a major force in Mobile, taking over most applications and even some of Google’s search functionality. • Bots can send more than just text. They will be able to respond with structured messages that include images, links and call to action buttons. Users can perform a variety of tasks including receiving relevant content, news and updates, making reservations, scheduling appointments, placing orders and more. • Instead of wandering around an app, a chatbot could ask users criteria and surface relevant content or things to buy. Rather than sifting through tons of content on a news site, a chatbot could learn what users like and deliver personal digests and suggestions. • It is possible to incorporate chatbots into websites so you brand can start communicating with clients right as they land on your page. SOCIAL AND UX: Chatbots A bot is a interactive, self learning digital entity that communicates with people and learns their preferences in order to provide a personalized experience online. Chatbots allow brands to start a dialogue and have an automated conversation with people on a website or in Facebook Messenger. What are Benefits of using CHATBOTS? What are Chatbots? 7
  • 9. 8 Chatbots and Apps Comparison MOBILE APPS CHATBOTS Market Oversaturation There are millions of apps available on the market Installation Required Require users to download apps consuming smartphones’ resources Limited Reach Can only be used by people who downloaded them Limited Use People regularly usually use only 3 to 5 applications Mobile Only Can only be used on mobile devices Market Opportunities Innovative technology with unlimited potential for early adopters Installation Not Required Do not require users to download and install an app Bigger Reach Works on the largest interactive platform and is available to all FB users Fast Market Growth The fastest growing platform.Can be used on any device. Truly Interactive Format Conversation based instead of using built-in functionality vs
  • 10. Development How to Implement While the very phrase “making a robot” sounds complicated for most people, creating a chatbot is actually a much easier task. Apps Make is available First, there are several chatbot creator apps that allow to create chat bots without complicated programming. If there’s a need for a more advanced and complex solution, you can always build a chatbot using your in-house team of programmers or hire an outside company, Facebook has an extensive library of materials on how to build bots for messenger available to all developers online. Facebook makes a great effort to help chatbot developers promote their creations. According to their website: ”We've taken steps to make it as easy as possible for your customers to discover you on Messenger. You can use Web plugins, Messenger Codes, Messenger Links, or Messenger Usernames. We've also focused on the ecosystem that developers use, enabling many platforms that have made it even easier to access Messenger tools, including Shopify, Twilio, and Zendesk. And, for businesses that already take advantage of using SMS for real-time communication - like when your food delivery is at your door or when your ride is outside - with customer matching tools, we've built a new way for you to easily transfer those conversations to Messenger.” 9
  • 11. How Playable Ads work GAMIFICATION: Playable Mobile Ads Instead of inundating mobile users with typical banners, which they most likely to ignore as irrelevant or intrusive, advertisers can offer them a completely different experience — high-quality advertisements they can play and interact with. Playable Ads are an innovative rich media banner format that blurs the boundary between apps and ads, offering a rich environment where consumers can spend more valuable minutes interacting with them in real time. What are Benefits of using Playable Ads? Designed for the mobile experience, Playable Ads make users feel like they are playing an actual game—but within a banner. The user plays the game, attempting to achieve a goal set by the advertiser and is rewarded for their efforts. Once the game ends, the ad includes a call to action (CTA) that can funnel the user to a target page of the advertiser’s choice. • Playable Ads deliver at least 2-3x higher engagement rates than standard campaigns • Increase CTR with high engagement ads. • Increase Time Spent on Ads and create a sense of competition and leads to increased social sharing by up to 16%. What are Playable Ads? 10
  • 12. Development How to Implement Playable Banners are built in HTML5. Since it’s HTML5, it works in all browsers and allows adaptable designs to be made for different devices (web, tablets, mobile, etc.) The playable ads usually consist of two parts: • a loading game part with simple graphics • the full banner, which downloads all the graphic assets once a user clicks on the play button of the ad. Both parts can be produced with reasonable efforts and investment. Apps As with chatbots there are several online creator apps that allow to create chat bots without complicated programming. And of course, for more creative and complex solutions your company can reach our for professional help and hire an outside agency or a team of developers. 11