icontact marketing in 2016: getting ahead of the curve

© 2016 iContact LLC. All Rights Reserved. 2

With 20 years of online marketing experience, John Hayes works with iContact as a marketing strategist and contributing author.

John is the author of four books; he is a popular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from email, social media, and content marketing-led strategies.

PRESENTED BYJohn W. HayesContent Strategist@[email protected]

© 2016 iContact LLC. All Rights Reserved.

Marketing in 2016 — Agenda

During this webinar, you will learn:• Leading-edge strategies for success with mobile• How to build reputation and drive demand using platforms

like Periscope• How to target messages and audiences using Marketing

Automation • How technology disrupts the marketplace — in a good way• Why marketing best practices are important

3


Predictions for 2016

In 2016, Marketing will be:• Mobile • Personal• Immediate• Smarter• Disruptive• Noisier

4


Email Still Rules in 2016

Email Marketing is Still the King of ROI• 44:1 ROI• Built on permission• Retention vs. acquisition• Enhanced by social, mobile

& automation

5


Email Still Rules in 2016

Best Practices Never Go Out of Fashion• Content must be engaging, relevant, and timely• Testing increases effectiveness• Keep your lists clean & drive growth• Keep one eye on the future• Don’t throw the baby out with the bath water

6


MOBILE MARKETINGIN 2016

7


Mobile Changes Everything

The Future is Here — and it’s MOBILE• Mobile frees email & social from constraints • Mobile makes marketing more personal• Mobile devices engage subscribers 365/24/7• Now is a good time to send: mobile operates

on a 24/7 schedule• Mobile: your #1 priority in 2016

8


Mobile Changes Everything — The Stats

9

of emails arefirst opened ona mobile device.

Nearly 2/3 ofAmericans

ownsmartphones

In 2016, there will be162.7M tablet users in the

U.S.



10

Time spent on MOBILE (51%)…

Time spent on DESKTOPS (42%)



11

of US smartphone users check their phones within 15

minutes of rising

check their phones within 15 minutes of

going to bed



Mobile Is Rapidly Evolving• Wearables• Periscope/Meerkat• Apps continue to disrupt once

seemingly impenetrable markets (Uber)

12



Your Mobile 2016 ChecklistCheck your email templates (Litmus)Check your web designOptimize your subject lines (testing)Optimize your body text, images & CTAs (testing)Optimize your send times (testing)Engage via email and social

13



If you do just one thing today, do this.Check your current email templates and landing pages across multiple mobile devices and ask…• Do they work? • Do they look good?• Will they drive conversions in the mobile

environment?

14


CONTENT MARKETINGIN 2016

15


Content Marketing

What IS Content Marketing?• There is nothing new about Content Marketing • Content is not king, it’s a foot soldier• Content provides a solid foundation for entire marketing

strategy

16


Content Marketing

Content Marketing Will:• Engage your target audience • Fuel your social media & email

marketing strategies• Build brand, generate leads &

engage more

17


Content Marketing

18

TheSpokesofContentMarketing


Content Marketing

The Holy Trinity of Content Marketing*• Your organizational blog• Your email marketing campaigns• Your social media strategy *All optimized for the mobile environment

19


Content Marketing

Content Marketing Challenges• No time• Fear• No ideas/lack of imagination• Lack of presentation skills

20


Content Marketing — The Stats

21

of marketers publish new

content daily or multiple

times per week

of marketers

find creating engaging content

challenging

of marketers will increase

their content

marketing budget this

year

of marketers say brand

awareness is the most important

content marketing

goal

of B2B marketers

use LinkedIn to share content


Content Marketing

Your Content Marketing ChecklistPerform a content marketing auditSet objectivesLaunch initial channels (blog, email and social media

and then build)Stop talking, start doing!

22


Content Marketing

Content Marketing Inspiration• Red Bull Stratos• The Ice Bucket Challenge (ALS)• Star Wars?!

23


Content Marketing

If you do just one MORE thing today…Ask a client what makes business life difficult and write and share a blog post outlining solutions.

24


MARKETING AUTOMATIONIN 2016

25


Marketing Automation

It’s Time for Marketing Automation• A Smart(er) way of marketing• Builds a more personal & cohesive

strategy• Combines the power of email, social,

content, CRM and data• Delivers the right message at the right

time to the right person

26



Marketing Automation used to be…• Expensive• Resource heavy• Only available to organizations with large

marketing budgets

27



28

Nurtured leads produce a 20% increase in sales

opportunities

Marketing automation increases B2B sales pipeline contributions by an average

of 10%

Today…



Today…

drives a 14.5% increase in sales

productivity29

a 12.2% reduction in marketing

overhead

75% of companies using marketing

automation see ROI in just 12 months



Three Marketing Automation Opportunities in 2016• Workflow Automation• Lead Scoring• CRM Integration

Learn more at www.iContact.com/Pro, explore iContact Pro for free.

30

http://www.iContact.com/Pro



WARNING:Marketing Automation is not a silver

bullet!

MA will target the right people at the right time.

Taking time to study your subscriber data will make you smart(er).

31



If you do just one LAST thing today…Stop thinking about campaigns as stand-alone items, and plan a simple series of email sends based on engagement.

32


M A R K E T I N G I N 2 0 1 6

DISRUPTO R B E

DISRUPTED33

icontact marketing in 2016: getting ahead of the curve

Business