2013 internet marketing trends (and how they'll affect your organization)

Seattle Tech ForumFeb 13th, 2013

2013 Internet Marketing Trends

Presented by @KaneJamisonwww.ContentHarmony.com

& How They Will Affect Your Organization

OrganicSearch

Let’s look at some trends:

PaidSearch

SocialMedia

EmailMarketing

Mobile &Tablets

Where DoWe Focus?

But first, a quick link dump:

1 – bit.ly/ch2013trends2 - @KaneJamison for live tweets

OrganicSearch

Let’s look at some trends:

OrganicSearch

Google vs. Everyone:

Sources:Source & Chart: http://searchengineland.com/google-worlds-most-popular-search-engine-148089

Google accounts for 65.2%

of searches,worldwide(comScore data,

Dec 2012 searches)

OrganicSearch

Google U.S. Market Share:

Sources:Source & Chart:http://www.comscore.com/Insights/Press_Releases/2012/11/comScore_Releases_October_2012_U.S._Search_Engine_Rankings

U.S. is similar:

Google accounts for

66.9% of searches.

(comScore data, Oct 2012)

Core Search Entity

Explicit Core Search Share (%)

Oct-12

Total Explicit Core Search

100.0%

Google Sites 66.9%

Microsoft Sites 16.0%

Yahoo! Sites 12.2%

Ask Network 3.2%

AOL, Inc. 1.8%

OrganicSearchSome Private Data Shows Differing Trend:

Google sending 78%

of search visits (RKG data, Q4 2012)

78%

10%

10%

Google

Yahoo

Bing

Sources:http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf

OrganicSearch

B2B Search Especially:

Optify’s B2B Report:Google sent 88%

of search visits in 2012

88%

6%

6%

Google

Yahoo

Bing

Sources:http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf

OrganicSearch

Image: http://www.flickr.com/photos/22320444@N08/5270166802/

Google Updates:

FightingSpam:

Penguin+

More Panda

OrganicSearch

Loss of Keyword Data:

Keyword(not provided)increasing.

OrganicSearch

Google+ Authorship:

Authorship:Same rank,More clicks.

PaidSearch

Let’s look at some trends:

PPC vs. Organic Search:

PaidSearch:

25% of allsearch clicks

Source: http://www.slideshare.net/HubSpot/the-state-of-seo-and-internet-marketing-in-2012

b

PaidSearch

Tablet PPC:

Source: http://success.adobe.com/en/na/programs/digital-index/1207_13926_q2_global_ad_update.html

“Despite lower CPC than PCs,Tablets offered 68% higher ROI than PCs

in Q2 2012.”

PaidSearch

SocialMedia

Let’s look at some trends:

Social Media Referral Traffic:

Facebook & Pinterest Dominate Social Referrals Traffic in RKG’s Report…

Source: http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf (Q4 2012)

SocialMedia

Facebook

Pinterest

Twitter/Reddit/Linkedin

Social Media Referral Traffic:

But Optify’s B2B Report Shows a Different Story…

SocialMedia

Visits: 54% 32% 14%

Source: http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)

Social Media Referral Traffic:

But Optify’s B2B Report Shows a Different Story…

SocialMedia

Visits: 54% 32% 14%

Leads: 9% 82% 9%

Source: http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)

Facebook for Business:

On average, 6% of Facebook fans engage

with brand pages via likes, comments, polls, and other means.

Average engagement was less than 1 Like over the course of the eight weeks.

Source: Napkin Labs via http://mashable.com/2012/10/18/facebook-fan-engagement-2/ (Oct 2012)

SocialMedia

Paid Social Media Ads:

Advertisers are using paid social media ads more for branding (awareness) than direct-response

(sales)

Source: http://nielsen.com/us/en/insights/reports-downloads/2012/the-paid-social-media-advertising-report-2013.html (Oct 2012)

SocialMedia

Primarily Branding

Mixed but More Branding

Mixed but More Direct Response

Primarily Direct Reponse

0% 5% 10%15%

20%25%

30%35%

40%45%

50%

Paid Social Media Advertising Ob-jectives

EmailMarketing

Let’s look at some trends:

Delivery Rates:

U.S. Commercial Email Benchmarks

from Return Path for Q4 2012:

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Inbox Rate: 88%Spam Rate: 6%

Lost Rate: 6%

Open Rates:

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Open Rate Share by Platform:

Mobile: 40-50% of opensDesktop: 25-35% of

opensWebmail: 25-30% of

opens

Variation by day of the week

Mobile Open Rates:

Source: http://www.returnpath.com/wp-content/uploads/resource/email-mostly-mobile/Return-Path-Email-Mostly-Mobile1.jpg (Oct 2012)

EmailMarketing

Open Rate Share by Mobile Device:

iPhone: 59% of opensiPad: 26% of opens

Android: 14% of opensWindows Phone: 0.3% of

opens

85%

Read Rates:

Email Read Rate – 17% Average

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Email Read Rates By Sector:

Finance / Business:

25-27%+10-40%

YOY

Read Rates:

Email Read Rate – 17% Average

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Email Read Rates By Sector:

Shopping / Travel:

15%-10% YOY

Education / Entertainme

nt

10%-20-40% YOY

Read Rates:

Email Read Rate – 17% Average

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Email Read Rates By Sector:

News / Social

Networks

6-8%-50% YOY

Mobile &Tablets

Let’s look at some trends:

Mobile Adoption:

The number of mobile-connected devices will exceed the world

population this year.

1.4 mobile devices per capita worldwide by 2017.

Source: http://bit.ly/cisco-2012-mobile (Q4 2012)

Mobile &Tablets

Mobile Search:

Estimated 25% of Google Searches

were mobile in Q4 of 2012.

Estimated 19% for Yahoo, 6% for Bing.

Source: http://www.rimmkaufman.com/thought-leadership/quarterly-reports/q4-2012/ (Q4 2012)

Mobile &Tablets

Tablet Conversions:

Tablets Convert Well.

Mobile &Tablets

Tablet Conversions:

Tablets reported to convert on par with desktop (eConsultancy).

Some studies report as much as 2x higher (Affiliate Window).

Sources:http://econsultancy.com/us/blog/11256-cyber-monday-conversion-rates-were-higher-on-tablet-than-desktop-report (2012)http://blog.affiliatewindow.com/wp-content/uploads/2011/11/M-Commerce-The-Complete-Picture2.pdf (Aug 2011)

Mobile &Tablets

Tablet Conversions:

Tablets converted 4x higher than smartphone conversion rates during 2012 holiday season.

Sources:http://econsultancy.com/us/blog/11256-cyber-monday-conversion-rates-were-higher-on-tablet-than-desktop-report

Mobile &Tablets

Tablet Conversions:

Tablets conversions higher on nights and weekends.

Sources:http://www.getelastic.com/holiday-tablet-commerce-post-mortem-infographic/

Mobile &Tablets

So Where DoWe Focus?

So much data!

Digital Marketer’s Top Priorities:Where DoWe Focus?

Sources: Chart marketingcharts.com Data http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013

Changes in 2013 Marketing Budgets:

Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets

Where DoWe Focus?

Are we measuring ROI well?

So much data!

Changes in Measuring ROI:

Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets

Where DoWe Focus?

Changes in Measuring ROI:

Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets

Where DoWe Focus?

ROI By Channel:

Not all channels are created equally…

Sources: Chart marketingcharts.com Data http://econsultancy.com/us/reports/email-census

Poor

Average

Good

Excellent

SEO Email PPC AffiliateMarketing

SocialMedia

Mobile OfflineDirect

Marketing

OnlineDisplay

Ads

Where DoWe Focus?

Here’s the top 3 trends I see occurring:

How will this affect ourmarketing strategy?

1) The content arms race heats up.

Be prolific or be profound.Preferably both.

How will this affect ourmarketing strategy?

2) Better data results in better marketing.

We’ll see more use of it internally as well as publicly.

How will this affect ourmarketing strategy?

3) Increased adoption of CRO (conversion rate optimization).

It earns us better ROI from traffic generating activities

like SEO & PPC.

How will this affect ourmarketing strategy?

Thank you.

Kane JamisonMarketing DirectorContent HarmonyTwitter: @KaneJamisonEmail: kane@contentharmony.com

Slides at ContentHarmony.comor here: bit.ly/ch2013trends