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DIGITAL
MARKETING
DIRECTIONS
The	Key	Trends	Driving	Digital	
For	Your	Business
TIM PETER
@TCPETER
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
MORE PEOPLE OWN MOBILE PHONES
THAN OWN TOOTHBRUSHES
TREND #0:	
WE NEED TO STOP TALKING ABOUT
MOBILE AS A TREND…
IT’S A WAY OF LIFE
MOBILE CHANGES
BEHAVIORS
MOBILE CHANGES
BUSINESS MODELS
MORE PAGE VIEWS ON
MOBILE THAN DESKTOP
IN 2016
GREATER THAN 65%	
OF ALL DIGITAL MEDIA
TIME…	AND GROWING
5G	BEGINNING TO
ROLL-OUT IN 2017	
(1,000	TIMES FASTER
THAN 4G)
NOT LIMITED TO B2C
42%	OF RESEARCHERS
USE A MOBILE DEVICE
DURING THE B2B	
PURCHASING PROCESS
49%	OF B2B	
RESEARCHERS WHO USE
THEIR MOBILE DEVICES
FOR PRODUCT RESEARCH
DO SO WHILE AT WORK
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram	posts Facebook	hours	of	
video	watched
YouTube	videos	
viewed
Google	searches Snapchat	video	views
Per	day	(Millions)
4.5	BILLION HOURS OF VIDEO WATCHED
144,000,000	TWEETS
208,000	PHOTO UPLOADS
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
TREND #1:
CONTENT IS,	WAS,	
AND ALWAYS SHALL
BE KING
EVEN VOICE – WHICH WILL BE
HUGE IN THE NEXT FEW YEARS –
RELIES ON CONTENT TO WORK
WORRY LESS ABOUT YOUR
WEBSITE OR APP AND MORE ON
WHAT POWERS THAT CUSTOMER
EXPERIENCE
FOCUS ON “THE PAINTING”	AND
NOT JUST “THE FRAME”
55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram	posts Facebook	hours	of	
video	watched
YouTube	videos	
viewed
Google	searches Snapchat	video	views
Per	day	(Millions)
HOW CAN YOUR CONTENT
CUT THROUGH THE CLUTTER?
SNACKABLE
SHARP
SHAREABLE
55 100
4,500
5,500
10,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Instagram	posts Facebook	hours	of	
video	watched
YouTube	videos	
viewed
Google	searches Snapchat	video	views
TREND #1	½:	CONTENT
INCREASINGLY MEANS VIDEO
70%	OF B2B	BUYERS AND
RESEARCHERS WATCH
VIDEOS THROUGHOUT THEIR
PATH TO PURCHASE
NEARLY HALF OF POTENTIAL
B2B	BUYERS WATCH 30	
MINUTES OR MORE OF
B2B-RELATED VIDEOS
VIDEOS ABOUT PRODUCT
FEATURES TOP THE LIST,	
FOLLOWED BY HOW-TOS
AND PROFESSIONAL
REVIEWS
NOT ALL CONTENT IS YOURS:	CUSTOMERS SHARE EXPERIENCES
93%	OF CONSUMERS SAY ONLINE REVIEWS
IMPACT THEIR PURCHASE DECISION
COMPANIES WITH HIGHER NPS	GROW 200%	
FASTER THAN COMPETITORS
TREND #2:
CUSTOMER
EXPERIENCE IS
QUEEN
JUST BECAUSE YOU SAY
SOMETHING,	
THAT DOESN’T MAKE IT
TRUE
“SPEED IS THE NEW
CURRENCY OF BUSINESS”
MARC BENIOFF
CHAIRMAN AND CEO,	
SALESFORCE.COM
YOUR MANTRA:	
INSTANT
GRATIFICATION ISN’T
FAST ENOUGH
AI-DRIVEN,	MOBILE-APP
DELIVERED RENTERS,	CONDO,	
CO-OP,	AND HOMEOWNERS
INSURANCE COMPANY IN NEW
YORK (EXPANDING TO NEW
MARKETS THROUGHOUT
2017)
RECENTLY SET A WORLD
RECORD,	PAYING A CLAIM IN 3	
SECONDS
TREND #3:
DATA IS THE
CROWN JEWELS
464	RETWEETS
1,955	LIKES
OVER 1,000	IDEAS
SUBMITTED
"INVESTOR CONCERN
OVER THE THREAT OF
NEW TECHNOLOGIES
IS OVERSTATED."	
—BLOCKBUSTER
ANALYST REPORT,	
1999
“ABOUT 50	PERCENT OF S&P	500	
FIRMS WILL LIKELY BE REPLACED
OVER THE NEXT 10	YEARS DUE TO
NEW DIGITAL DISRUPTORS AND
INABILITY OF ESTABLISHED FIRMS TO
REINVENT THEMSELVES”	JEFF
HOOD,	ALAN BRADY,	RAJ
DHANASRI – DELOITTE
“THE IDEA THAT YOU STUDY AND
THEN HAVE A CAREER IN ONE
COMPANY IS GONE.	YOU NEED TO
RENEW YOUR SKILLS EVERY FIVE
YEARS.”	STEPHANE KASRIEL,	CEO,	
UPWORK
WHAT WORKS?
FORGET “MOBILE-FIRST”	– FOCUS ON
“CUSTOMER-FIRST”
THREE STEPS TO MOBILE SUCCESS
•BE THERE:	AVAILABLE WHEN NEEDED TO
CUSTOMER
•BE USEFUL:	SOLVE THEIR PROBLEM
•BE QUICK:	OFFER INSTANT
GRATIFICATION – GET OUT OF THEIR WAY
Be	There
Be	Useful
Be	Quick
VS
“IF YOU ARE 1	IN
1,000	THEN ON
THE INTERNET,	
THERE ARE 2½	
MILLION PEOPLE
WHO IDENTIFY
WITH THE THING
THAT YOU LOVE”	
– POMPLAMOOSE
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
WE’RE ALL PUBLISHERS NOW…
40
DIFFERENTIATION IS MORE THAN A DIFFERENCE
WHICH MARKET SEGMENTS WOULD BE COMPLETE IDIOTS NOT TO BUY FROM YOU?
SNACKABLE
SHARP
SHAREABLE
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
Digital Marketing Directions 2017: The Key Marketing Trends Driving Your Business This Year
“YOUR MARGIN IS MY OPPORTUNITY.”	
– JEFF BEZOS
MARIA RENZ JEFF HELBLING
TREND #0:
MOBILE ISN’T A
TREND,	IT’S A WAY OF
LIFE
TREND #1:	CONTENT
IS KING
TREND #2:	CUSTOMER
EXPERIENCE IS QUEEN
TREND #3:	
DATA IS THE CROWN
JEWELS
TREND #0:	EXPECT MOBILE,	
BUILD IT INTO EVERY STEP OF
THE CUSTOMER JOURNEY
TREND #1:	USE CONTENT TO
ANSWER CUSTOMER
QUESTIONS AT KEY MOMENTS
TREND #2:	
FOCUS ON EXPERIENCE AND
SPEED TO SUPPORT CUSTOMER
THROUGH JOURNEY – THEY’LL
TELL YOUR STORY FOR YOU
TREND #3:	OWN THE DATA,	
OWN THE CUSTOMER
THANK YOU
WEB: TIMPETER.COM
PHONE: 201-305-0055
EMAIL: TIM@TIMPETER.COM
TWITTER: TWITTER.COM/TCPETER
©	2017	TIM PETER &	ASSOCIATES - PROPRIETARY AND CONFIDENTIAL

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