The Metaverse will evolve from distraction to (virtual) reality for brands
While many believe Facebook’s rebrand as Meta and focus on the metaverse is a strategic distraction from bad press fueled by the Facebook Papers, we believe at Anvil that its horsepower, deep investment in the metaverse, along with additional investment by other major players like Microsoft, will inspire many brands to dabble in the virtual world in 2022. While consumers maybe a few years from caring about the metaverse, early adopters will embrace the novelty and utility. We’re hoping that the 2022 iteration of the metaverse is more than just a glorified Second Life.

Web 3.0 will become ubiquitous
Consumers’ concern over data security and creating a safer online environment to share personal data will be driving forces that fuel the growth of Web 3.0 technology in 2022. The evolution of blockchain technology in particular will provide a safer user experience (UX) for consumers, where they will feel safe sharing first-party data and know exactly how third-party platforms are using personal data. Combined with improved AI functionality, semantic metadata and 3D graphics – Web 3.0 will deliver an improved and better UX for all users. As full data transparency is on the horizon, this will accelerate the transition and put control of data back to where it belongs – the user.

Video marketing will become a vital part of any online marketing strategy
Consumers rely increasingly on the video to make decisions about the products they are buying. Video platforms like YouTube, Facebook, and TikTok feature live streams, unboxing, and testimonial product videos, which are going to gain popularity in 2022. As a result, video optimization and advertising on TikTok and YouTube will be increasingly necessary. Google has also rolled out structured markup features like clip markup which help users find important individual parts of videos, increasing the need and value of optimization for commerce. Using new and emerging markups on a brand’s most popular videos will help to improve user experience and Google’s ability to digest and index the video content.

MUM will strengthen Google’s ability to understand more complex searches
Google is always working to get users quicker, more seamless access to information. MUM, or Multitask Unified Model, uses AI to formulate an understanding of the context behind searches and will have a greater influence on search results in 2022 and beyond. Google recently demonstrated how MUM works, showing that search results would attempt to fully answer a search query with text, imagery, maps, and more. With MUM, content strategies will need to provide unprecedented depth, in order to provide searchers with all the information in a single result. The days of providing only topical information on a given webs page in order to gain organic visibility in target searches are numbered.

OTT will gain traction as ad targeting options decrease
Security and privacy demands are creating problematic limitations with third-party cookies and data tracking. Facebook, Apple, and Google Chrome are limiting data collection capabilities. Social media and search engine platforms will become much more generalized, with decreased targeting capabilities. Ad platforms will eliminate audience targeting, limiting advertisers to first-party data collection. These changes will encourage more brands to explore connected TV, podcasts, and platforms like Spotify that have their own internal marketing platform where the user controls what content they want to see. Products like Google’s smart TV and the new Roku TV are allowing viewers to stream content and enjoy gaming, utilizing click-to-buy on-screen ad placements. Smart TVs will be getting smarter with shopping from your own home with enhanced OTT streaming advertising options.

More businesses will move to DTC eCommerce
Due to the pandemic, businesses ranging from psychiatrists to car dealerships have begun marketing and selling products and services direct-to-consumers (DTC) on their websites. Companies are tired of losing profit by selling wholesale to distributors and evolving technologies have made eCommerce approachable to even the smallest business. Even larger retail chains are starting to focus more on DTC eCommerce, limiting physical store locations, retail footprints, and headcount. Brands like Nike are limiting distribution of its footwear and apparel so they can sell more direct and other brands will follow suit in 2022. The additional margins gained by DTC eCommerce sales can be reinvested in digital marketing to further increase profitable revenue. We predict brands will sell on select marketplaces (like Amazon, Walmart.com, and Target.com) to augment reach and revenues, but will still rely primarily on DTC.

More companies will offer retail media networks leveraging first-party data
With the impending loss of third-party tracking cookies in 2023, companies and marketers alike will be exploring new opportunities to reach prospective customers. Companies such as Target, Walmart. Recently, Lowe’s launched its own media network, allowing advertisers to utilize its company’s first-party data and reach customers as they shop online. As the pandemic accelerated the adoption of online shopping, we expect retailers will offer additional advertising opportunities on digital storefronts in the coming year.

Third-party cookie data will begin to sunset itself
With the anticipation of platforms eliminating third-party cookie data, marketers are forced to produce workarounds. Even though Google has pushed out its third-party data sunset date to the end of 2023, users and businesses have been preparing for the loss of critical targeting data with various workarounds, including the increasing use of first-party data. With Google failing to find a viable solution that meets everyone’s needs thus far, we predict there will be some sort of industry compromise by mid-2022, resulting in third-party data naturally sunsetting by year’s end on most popular platforms.

Influencer marketing will fuel sCommerce
Influencer marketing has gained notoriety within the digital marketing ecosystem as an essential strategy in the past few years. At Anvil, we believe the next evolution for influencers is to become the foundation for successful social media eCommerce (aka sCommerce) in 2022. In addition to important metrics such as engagement rates, influencers will be commonly compensated based on a commission structure related to conversion rates (leads or sales). With a greater focus on performance metrics, influencers will achieve a higher level of credibility with brands. Micro-influencers will rise significantly in popularity due to their accessibility to small businesses and the appeal of being able to target nuanced audiences. Retail eCommerce brands invest in direct shopping formats on popular social platforms, including TikTok.

Multicultural representation in marketing will continue to increase in importance
The digital age, accelerated by COVID-19, has created a world that is more interconnected than ever before. The term “global village” carries increased weight as even extremely remote areas see mobile device use continuing to reach saturation point. The success of international content breaking into the US mainstream has also led to an acceleration in engagement and demand for global representation. South Korea’s Squid Game on Netflix is the latest example, following the Spanish global hit Casa de Papel (Money Heist). With content publishers leading the way, brand advertisers will follow suit, developing new strategies to maximize the relevance of multicultural inclusion within marketing messaging, including messaging from the US’s own backyard.

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1. Understand the different types of data: First Party (you are the owner & aggregator), Second Party (another business owns the data), Third Party (a large scale aggregator that sells data programmatically)
2. Test different data sources to determine which performs better.
3. Utilize Google Tag Manager. It’s an invaluable data layer that will help inform audience construction.
4. Analytics is more than just a tool for tracking. It plays well with Google Tag Manager.  You can build custom audiences that push to Google Ads, as well as inform audiences to target and expand from multiple channels and publishers.
5. Take advantage of applying layers and combinations as they offer infinite potential. When using Google Ads, for example, consider detailed demographics, in-market and affinity.
6. Prospect new user growth by creating Similar Audiences and Combination Audiences in Google Ads and Lookalike Audiences in Facebook.
7. Reengage users who haven’t met a primary KPI by remarketing to them. (Touch points are key here.)  Dynamic remarketing is a big opportunity.
8. For users who have completed a primary KPI, nurture them through additional funnels. Consider RLSA (Google Ads), pixel audience upsells (Gmail sponsored promotions) and customer lists (Facebook ads).

Ultimately, remember your business objectives and use data to drive those objectives towards success.

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Designing Connected Content, Mike Atherton, Facebook
Mike reminds us that most consumers are consuming content via social media, vs. through your corporate website. As a marketer, you need to be where your audience is and providing them information in a way that they prefer: format, frequency, design, etc. Oftentimes, the structure of content is an illusion. Mike gives a site architecture as an example, where the structure is somewhat arbitrary, vs. embedded in the content themselves. An example of the new mode of navigation is Google’s sidebar or search results pages, where content is linked based on relevance vs. hierarchy.

The concept of Connected Content is…
• Specifically about the things that matter to an audience
• Structured according to how these things connect in the world
• Stored outside of any interface, ready for use in every interface

One tip Mike outlined, is to Map The World. Determine how content links together as you create it. Embed links to connect content and context. These relationships create value and help paint a clear picture. The technical term is Domain Modeling. Here’s an example:

Once you’ve mapped out your link structure, the next step is to open the windows. Rather than take a traditional UX/UI design approach, Mike recommends separating concerns into three categories: interface, content and domain model. Overall, the session was insightful in rethinking the content and design creation and integration process.

Ignore at Your Peril: 9 Trends That Will Shape Marketing in 2019, Loren McDonald, IBM Watson Marketing
This session covered trends shaping marketing. A few of those trends, as outlined by Loren, include:
1. Integrating Marketing & Customer experiencer: always be thinking about the Customer Journey in everything you do.
2. Eliminate data silos: ensure data is being shared across platforms to inform the customer journey and targeting marketing effectively.
3. Monitor real-time customer struggles: identify and address customer friction points.
4. AI and Machine Learning: it’s the future, but it’s only as good as the data being fed to it
5. Digital marketing agencies transformed into consultancies: Accenture, Deloitte and other big consulting firms have incorporated digital marketing into the service offering, to be competitive, spur growth and enhance relationships with clients. Loren advises going niche or expand on the agency side. Brands, conversely, need to decide who they want to work with… who is going to best meet their needs and help achieve goals.
6. Regulations & GDPR: Loren believes its largely a good thing. While meeting with legal isn’t fun, it’s important, considering 55 percent of consumers prefer not to share personal data. As a result, there are a few key steps to take to be compliant: focus on data hygiene, instilling trust, acquisition quality and rethinking metrics.
7. Agile Marketing: 37 percent of marketers report they’ve adopted some flavor of agile marketing. Agile is a tactical marketing approach that allows teams to divide marketing workflow into smaller chunks and iterate over a shorter period of time.
8. MarTech + AdTech are coming together. 86 percent of digital display ads in the US will be programmatic by 2020. Media buyers are most at risk with the evolution of automated media buying, bidding and measuring. Related tech includes Demand Side Platform (DSP) and Data Management Platform (DMP), which both help brands and marketers understand the impact of advertising throughout the customer journey.
9. Customer Centricity will drive customer innovation. Everything is a subscription these days, from cars and razors to food and clothing. This model provides critical margins for businesses with largely compressed profits. Unfortunately, companies have to restructure to better serve customers… with a customer-centered approach vs. discipline silos.
10. Bonus: In the emotion economy, purpose creates loyalty. Loren uses Kaepernick and Nike as an example. Good idea, since I’ve shared my thoughts on the Nike Just Do It campaign when it launched last year. Brands are selecting their customers based on purpose, which implies fans are more engaged and others are fired. I agree this is a powerful trend, as does the Anvil team.

Build a Loyal Base of Listeners: B2B Podcasting, Sean Campbell, Cascade Insights
Of course I felt obligated to attend this session on podcasting, as that was my topic as a Digital Summit presenter and I’ve written about developing a podcasting strategy. According to Sean, he believes too many marketers or brands are just shouting and need to stop. Cascade built a podcast a few years ago (now at 200 episodes) and Sean shared his experiences and lessons with the audience.

His overall philosophy is that consumers want content to be “narrow” so the goal is to deliver, while appealing to the broadest audience. Sean reminded the audience that audio quality is the “location, location, location” of podcasting. Don’t cut corners on your audio quality. Also, don’t cut corners without editing, which is essential to streamline the flow and make it more engaging. Sean recommends against self-hosting podcasts; use Libsyn or other podcasting host platforms. He also recommends finding a niche (topic/theme) and sticking to it. Your podcast shouldn’t be for everyone, it should be for those that matter to you – your target audience.

Don’t forget to talk up your podcast with your customers/clients and other important constituents, especially considering they are the primary or secondary target audience. As a result, it’s okay to engage the sales team and incorporate sales messaging. In fact, Sean recommends crowdsourcing questions from your customers and prospects to help formulate the content, guests and format. Pro tip: pre-record questions from your audience and air during the show when high-profile guests are only available outside of your planned recording sessions.

Advertising isn’t a bad thing, especially when integrated properly. Overcast and Podcast Republic are effective ad platforms that generate new listeners/subscribers for very little ($400 or so per campaign, based on demand). Most ads run for 30 days, which is good for reach and recall. Sean also recommend a mid-roll ad (15 seconds) to promote your business in the middle of your podcast. Use Voices.com for quality voice talent for ads.

In terms of guests, shoot for the moon with thought-leaders, influencers and otherwise engaging guests (funny, informative or unique). Don’t get trapped in thinking a job title or level of experience makes a great interview. Vet and prep your guests in advance. Think quality over quantity, not just in terms of guests or content but podcast frequency. Most guests tend to create evergreen content, which is inherent to the interview format. While attribution can be challenging due to limited metrics, it can be powerful. For example, the podcast we helped produce and market, Craving the Future, generated a global hotel consulting client for our customer.

Conversational Strategies to Reach Today’s Consumer, Grad Conn, Sprinklr
In this session, Grad outlines the concept of B2B social account-based marketing. Specifically, the concept is prospecting targeted (named) accounts in social via a programmatic approach. Grad outlines the concept of CXC, where mentions are distributed through the company via the Sprinklr application. If you don’t understand what a CXC is, worry not, as it’s Sprinklr-specific jargon as far as I can tell. To help illustrate the concept, he used Burger King as an example.

Grad goes on to outline the process for ABM:
1. Identify account based on success levels of traditional outreach methods, revenue or employee size targets, brands are engaged in social (specific to Sprinklr)
2. CXC team is activated and begins ABM research process (to learn more about the brand and key contact
3. CXC team develops a research brief to provide context for engagements
4. Set up listening to asset with research and develop key insights (using Sprinklr platform)
5. Look for opportunities to create and share custom content that engages the prospect

One example used was the CMO of Sonos, and how they targeted her after she moved to Lyft. They developed custom “congrats” creative and shared it directly with her via social (from Sprinklr profile). A second example was the CMO of Mastercard, who received custom creative, resulting in sharing and a thank you.

The conference will continue this afternoon, but I won’t be able to provide recaps. I recommend attending a future Digital Summit in your city or better yet, in Portland!

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From Brand Ambassadors to Content Creators: Using Micro-Influencers to Create Engaging, On-Brand Content, Beth Teague, HotelTonight
This session covered the evolving challenge of engaging influencers to create content that is on-brand. According to Beth’s definition, micro-influencers:
• Have 50K or fewer followers
• Have higher-than-average engagement rates (5%+)
• May be part of a niche or focused topic
• Still considered a trusted peer vs. celebrity
The reason micro-influencers matter is due to their high-level of authenticity and personal if not intimate connections with followers. Micro-influencers drive 60 percent more engagement than campaigns compared to mainstream influencers.

The Up & Comers (micro-influencers) are ideal for creating content vs. amplifying, which Celebs do best. HotelTonight has invested in photography and video from micro-influencers to differentiate from competitors and decrease dependency on stock imagery. Micro-influencers can also be affordable sources for original assets in real-time, as compared to employees and professional photographers and videographers.

HotelTonight suggested the following tips to get more value from micro-influencers:
• Expand your definition of a micro-influencer
• Identify your biggest needs and content gaps
• Do your diligence regarding creative (style guide) and legal departments (ownership and liability)
• Take a multi-channel approach to maximize assets and budget
• Trade one-offs for long-term relationships
• Find your niche – don’t try to boil the ocean
• Make sure you have a solid contract in place

In terms of identifying micro-influencers, there are a host of free and low-cost tools available, although Beth likes Mavrck. Her advice to micro-influencers interested in standing out: create a thoughtful and strategic pitch that illustrates clear value. If you’re looking to leverage the authenticity and flexibility of micro-influencers, this session provided an excellent summary of benefits, strategies and tactics.

Five Reports Every Marketer Needs to Master in Google Analytics, Colleen Harris, CDK Global
Colleen manages analytics across 7,000 client websites and has a good deal of experience leveraging Google Analytics (GA) to measure website efficacy and ROI. Currently 30-50 million websites us GA. Currently, 50-90 percent of GA accounts are not passing data properly, so the opportunities (and challenges) are tremendous. More than 66 percent of ecommerce website traffic comes from Google, with 43 percent coming from Google Organic and 26 percent coming from Google PPC, so GA is an ideal solution.

The secret sauce, according to Collen, is leveraging dimensions (description, characteristic, feature or aspect of your data. The five most valuable GA reports and filters are outlined below:
1. City, States & Locations. Modifiers to apply: “service provider” and “source/medium” are important to understand. Example of the report value: looking at a dealership client US heatmap, it was apparent that Facebook ads were targeted nationwide, instead of geo-targeted at Florida.
2. Browsers. As page load times increase from 1 to 5 seconds, the probability of bounce increases 90 percent. Colleen suggests using WebPageTest.org to validate site speed.
3. Devices. This report tells you about the user experience, particularly focusing on mobile. Colleen recommends emulating mobile with Mobile Moxie. Unknown or unusual devices are likely bots.
4. All Channel Report. Bounce rates are important, and the range of 25-40% is actually a good target. Anything higher than 90 or lower than 10, means something is suspect and should be validated. Other Traffic is also a good place to find miscellaneous or erroneous tracking codes. A common issue with GTM tags is using capitalization, which is an issue, as well as spaces vs. underscores. Two UTM tools to know: Google Analytics URL Builder and UTM.io bulk URL builder. Also check out the funnel visualization to see where traffic is dropping off the website. Once you have goals set up on the website, you will be able to see which channels assisted conversions, including each key steps taken towards the conversion. If you look at a secondary dimension of landing page, you can see which pages are essential to conversion.
5. Google Analytics Dashboards can be easily edited and customized, but they are limited to 12 widgets and simple colors. Colleen likes DashboardJunkie and Google Analytics Solutions Gallery as resources. Of course Colleen likes Google Data Studio, as it pulls information from various sources and is free, although it naturally has drawbacks and limitations. Additional tools: Webris, 21 Templates and her custom Super Report.

Colleen brought her A-game by giving away a ton of free resources and tools in her session. Unfortunately, I was only able to attend a handful of sessions on day 1, but look for much more coverage for day 2 coming soon!

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Jeremy began by describing six principles of optimization that all exponential growth companies display, including strategic business alignment, customer-focused approach, data-driven research, a scientific testing process, high velocity testing and a culture of optimization.  These principles are achievable and can be broken down into a repeatable process that is universally applicable.

The proprietary CRO process that 3Q uses is a structured approach that begins with a growth plan – Jeremy recommends a 90-day project plan – and proceeds through a CRO roadmap development and iterative testing process.  Once the growth plan is in place, determine your conversion strategy (i.e. gather assumptions, competitive analysis, customer profile, testing velocity).  The following step, conversion research, is the most overlooked yet most important part of the process.  This includes heuristic evaluation, analytics and attribution, polling, usability studies, session recordings, etc.  Once your research is complete, develop a roadmap before beginning iterative testing.

The second half of the evening’s presentation focused on landing page tactics that will drive ROI:

• Understand customers’ motivation.
• Remove page leaks, using analytics to isolate high abandonment user paths.
• Overcome objections by isolating them and iteratively testing into higher converting experiences. (Note there are usually 3-7 primary objections for any site to deal with.)
• Clarify your offering. Use the “toddler test” to reframe your thinking.
• Reduce distractions on your landing page by answering visitors’ three primary questions: Where am I? What can I do here?  Why should I do it with you?
• Eliminate risk, keeping in mind that perceived risk kills CVR faster than anything else.
• Find and fix what is broken. The lowest hanging fruit is what you didn’t know was broken.
• Don’t make a visitor work too hard to convert. An easy conversion process increases sales.

The evening closed with a great Q&A session.  Jeremy reminded us that buy-in with CRO is the biggest hurdle.  Once management is on board, follow the proven steps outlined above and you’ll be well on your way to massive CRO.

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1. Understand your customer personas, including which channels and networks they are using.
2. Use a single source of data to effectively communicate with the client. You can use other systems for intra-channel optimization, but commit to one source for client communication.
3. Consider various modes of communication with your target audience, such as ad copy, meta descriptions, push notifications, email, native content, offline channels, etc.
4. Use communication channels to their strengths. Don’t force your message through a channel it’s not suited for.
5. Start with paid search and add multiple channels incrementally. AdWords, for example, is a great testing platform, providing data for SEO expansion and keyword sourcing.
6. Layer user acquisition with focused re-targeting.

Dave also stressed the importance of testing.  Continually test campaigns to identify the sweet spot of effective communication with your audience.

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April 11, 2017

• Building your marketing campaign is about prioritization. John likened it to a staircase, noting the first step is a good website and mobile experience.  Next is SEO, followed by email.  As you move up the staircase, build out your branded paid search, display ads, social media and category paid search.
• When setting up goals, consider both your micro-conversions (i.e. downloads, email sign-ups, clicks) and macro-conversions (i.e. sale, lead).
• Don’t forget to implement Google Tag Manager on your website.
• Take advantage of annotations to document and catalogue noteworthy events for future analysis.
• Incorporate “old-school” marketing (good creative, frequency and reach) with new marketing (behavioral targeting, testing everything).

It was a great evening of learning, and John and Ryan sent us home with several action items to implement in our own campaigns.

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1. Conversions are everyone’s business.  It drives business metrics.
2. Don’t rely on designers and developers for CRO.
3. CRO is situational, not absolute. So test everything!
4. CRO struggles with other digital marketing. Fortunately, analytics is available to put a value on things.
5. Compromise, but never concede.
6. CRO loves UX because usability is helpful.  So, “cozy up” to the UX team and work with them on changes that need to be made.
7. Aim for personal and tangible. In the case of Obama’s social media presidential campaigns, visitors were more likely to convert if they could visualize winning the contest.
8. Social proof fights the fear of being alone. Utilize testimonials, reviews, awards and social mentions.
9. Mobile, tablet and desktop have unique audiences.
10. Consider affinity by proximity. This plays a big role in optimization, so look at your Google Analytics geo location reports, income targeting considerations and negative targeting considerations, to name a few.

James spent the rest of the evening digging deeper into CRO best practices.  For example, he talked about conversational and transitional message match, emphasizing the importance of carrying your calls-to-action along the conversion path.  (Think e-commerce and the often long purchase process.)  He also discussed visual CRO.  Many homepages fail because there is too much going on.  Prevent that by focusing your attention on “big, front and center”.  Another tip to think about: unavoidable prompts generally help conversions.

Lastly, your site must be authentic and relatable.  Find out who your audience is and what will resonate with them.  Connecting on an emotional need will go a long way in winning conversions.

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Ryan began by quickly reviewing several important elements for ROI including tracking codes, CRM, custom data source and universal analytics.  From there, he dived in to some of the latest measurement strategies and tactics you can use to understand the results of your SEM efforts.  One integral strategy is personalizing the site experience.  Keywords, landing pages and other data will show you visitors who were interested in your product or service but didn’t buy anything.  Based on the data you collect, you can then re-target to these visitors.

Three key areas where inaccuracy can come back to bite you are self referrals, non-qualified visitors (e.g. jobs, investors, internal) and conversions on 3^rd party channels.  The data is there, so take advantage of your analytics to prevent these mistakes.

Amanda walked us through a quantitative approach to building personas.  The 3-phase process – research, consideration and decision – taps in to the expectations of your customers so you can determine the types of people coming to your site.  Tools such as Yahoo Clues and Google Trends provide insights on how to keep site visitors more engaged.

Once you’ve built your personas, design your website accordingly.  Implement, test and analyze for PPC landing pages and ad copy, home page re-design, and blog and social content.  You should also review your persona-based site paths and evaluate specific content pieces by persona type.

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Before diving in, always begin by looking at the big picture and decide where conversion rate optimization fits in.  Calculate the revenue equation (Revenue = Traffic  x  Conversion Rate  x  Value of Conversion).  It’s important to focus on each component equally.

Once you’ve looked at the big picture, work through the following seven steps to increase your site’s conversion rate:

1)      Who are our site’s visitors?  Build customer personas, focusing on psychographics rather than demographics.

2)      What are they trying to do?  Continue building customer personas in this step.  Differentiate between primary and secondary personas.

3)      What do we want them to do?  Define KPIs based on your business objectives.  Configure both macro and micro conversions in analytics.

4)      What’s preventing them from doing it?  Look at analytics and user feedback.  In analytics, ensure goals are configured and the correct tracking is installed.  Figure out which page is the problem.  When gathering user feedback, continue to focus on the data.  Tools such as FiveSecondTest, UserTesting.com and Lucky Orange provide great insights into users.

5)      Develop a hypothesis to fix it.

6)      Test.  Don’t get hung up on the tools.

7)      Repeat steps 4 – 6.  What else can we do?

After working through these steps, go back to the big picture.  Calculate the revenue equation with your new numbers and reinvest the extra revenue in traffic.

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