Gyro b2b Checklist 1.16.14

8/10/2019 Gyro b2b Checklist 1.16.14

1/36

WEBINAR TITLE HERE

TRENDS FOR 2014

1

B2B Checklist:

MUST-HAVESFOR SUCCESS

IN 20144


2/36


3/36


4/36

4


5/36


6/36

Michael Agnello

Business Development

Ian Dahlman

Director of Search

Emily Guthrie

Director of Global

Media

Cristina Heise

VP of Buyer Experience

Planning

Amber Long

VP of Engagement


7/36

MUST-HAVE

#1Keep Up With the

Engines

B2B CHECKLIST:


8/36

USER BEHAVIOR DRIVING

NEW SEARCH ALGORITHMS

2,000

1,800

1,600

1,400

1,200

1,000

800

600

400200

02007 2008 2009 2010 2011 2012 2013 2014 2015

Number of Global Users (Millions)

Desktop

Mobile


9/36

BATTLE FOR SEARCH ENGINE MARKET SHA

Bing has begun integrating its search offering into hardware to increase

market share versus Google.

Platform Market Share

Search Engine

Google 70%

Bing/Yahoo 30%

Desktop

Windows (Bing) 90%

Mac (Google) 10%

Mobile + Tablet

iPhone/Android 88%

Windows Phone 1%

*Q4 2013, NetMarketShare.com


10/36

GOOGLE RESPONDS TO MOBILE TREND

Hummingbird Search Algorithm

Complete overhaul of algorithm to produce

content that is more relevant to spoken or

mobile queries

Focuses on intent

Understands conversational queries

Considers synonyms now

How will this affect content creation?

*November 2013, Link-Assistant.com


11/36

NICHE SOCIAL

MEDIA PLATFORMS

2014 will be the year for niche,

interest-based social media

sites that offer new ways for

brands to reach customers.Users are tiring of the clutter.

11


12/36

Do you believe the move to device

integration by Bing will result in a

signicant increase in market share

within:

1. 1-3 years

2. 3-5 years

3. No one will be able to shift market from Google


13/36

MUST-HAVE

#2Get Experience

with RTM

B2B CHECKLIST:


14/36

REAL-TIME MARKETING

Triggering relevant messages across channels that

respond to what customers are doing NOW.

Source: GolinHarris, Insights, March 2012


15/36

FUELING THE TREND

Improved targeting capabilities

Evolution of data management solutions

Advanced/predictive analytics

Programmatic/real-time buying solutions

Expansion of social media platforms


16/36

HOW TO GET THERE?

Assemble your team and set yourself up for success

Tune in to your buyers and stay in touch

Plan for small victories


17/36

What are your organizations biggest

barriers to adopting real-time

marketing strategies?

1. Limited resources

2. Access to data

3. Company culture

4. Privacy concerns

5. Implementation of technology


18/36

MUST-HAVE

#3Create Content

Efciencies

B2B CHECKLIST:


19/36

SAVORING THE SAWDUST

Focus on the untappedcontentopportunities at your ngertips

Hidden and unknown content

Neglected content

User-generated content

Behind-the-scenes content

Source: Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, HarperCollins, November 2013


20/36

IN YOUR BACKYARD

In 2014, all business units

should touch content and social

in some way

Leverage those touchpoints

(HR, customer service,

procurement, R&D,

engineering, etc.)

Source: The Social Media Manager Is Dead.Long Live Social Media, Fortune Magazine, October 2013


21/36

TREND-JACKERS UNITE

In 2013, brands createdtheir own trends

In 2014, create more efcienciesand work smarter

Jump on currently rising trends

Take advantage of already established successes its okay

Accidental business

Source: Gary Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, HarperCollins, November 2013


22/36

THE COMPACT IMPACT

Pack a snackable

punch


23/36

Do you have a process in place forfunneling new content opportunities to

the marketing department?

1.

Yes, we have basic content/idea submission processes in place

2.

Yes, we have an incentive and submission program in place

3.

Yes, but we use another method

4.

No, we do not have a process in place


24/36

MUST-HAVE

#4Produce Powerful

Experiences

B2B CHECKLIST:


25/36

MILLENNIALS EXPECT EVERYTHING

Gen Y and Millennials are continuing to move into purchase decision roles


26/36

TRENDSETTERS HANGING OUT


27/36

INTERACTIVE DATA VISUALIZATION

Source: Does Your Company Actually Need Data Visualization, Harvard Business Review, Nov. 14, 2013


28/36

PARALLAX SCROLLING PAGES


29/36

PERSUASIVE TECHNOLOGY


30/36


31/36

1960S BEHAVIORAL ECONOMICS MEETS

USER EXPERIENCE


32/36

PEOPLE DONT WANT DUMBED DOWN;THEY WANT UNCOMPLICATED


33/36

Whats the most engaging experience

for your audience that earns results?

1.

Content or product catalog with powerful search, sort and lter

tools

2.

Interactive data visualizations or immersive experiences

3.

Parallax sites that work well on mobile

4.

Some persuasive technology or mobile, location-based

enablement


34/36


IN 2014

Keep up with the engines

Get experience with real-time marketing

Create content efciencies

Produce powerful experiences


35/36

Questions?

THANK YOU

CAN WE USE THEQ&A SLIDE FROM

PREVIOUS

WEBINARS?


IN 2014

B2B Checklist:

4


36/36

Gyro b2b Checklist 1.16.14

Documents

Transcript of Gyro b2b Checklist 1.16.14