digital forecast: bringing 2012 digital marketing trends into focus

DIGITAL FORECAST: Bringing 2012 Digital Marketing Trends Into Focus

November 2, 2011Christy Belden, Vice President, Media +

Marketing

2Christy Belden

Vice President, Media + Marketing, LeapFrog Interactive

Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO-CertifiedGoogle AdWords

Individually Certified

Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

3LeapFrog Interactive

Twitter: @LFI#Trends2012

Facebook: www.facebook.com/LeapFrogInteractiveAgency

Blog: www.leapfroginteractive.com/blog

4Agenda

+ Search Engine Optimization (SEO)

+ Paid Search (PPC)

+ Email Marketing

+ Display Advertising

+ Social Media Marketing

+ Mobile Marketing

+ Emerging Trends & Technologies

+ Marketing Budgets

Search Engine Optimization

6SEO

42% of all searchers click on the top-ranked result

62% click on a page-one result

80% of unsuccessful searches are followed by a new keyword search

Did you know…?

7SEO UpdateGoogle PandaFebruary: Panda released in U.S. in order to improve quality of search results,

impactingabout 12% of search results

April: Panda 2.0 rolled out to all English queries worldwide & allowed users to “block” sites from SERPs

May 2.1 update: another round of minor algorithm changes

June 2.2: Panda updates occurred separately from the main index & not in real-time

July 2.3: update to Panda data and ranking factors

August 2.4: Google rolled Panda out internationally, both for English-language queries globally & non-English queries, except for Chinese, Japanese, & Korean. Impact: 6-9%

September: Panda 2.5Source: Google Algorithm Change History, SEOmoz,

http://www.seomoz.org/google-algorithm-change

8SEO - 2012

Make Panda Happy

Source: What in the name of Google is a “Panda” – infographic,http://cognitiveseo.com/blog/80/what-in-the-name-of-google-is-a-panda-infographic/

9SEO - 2012

Panda – Now What?

+

Source: Google Panda, AttachMedia, http://blog.attachmedia.com/wp-content/uploads/2011/08/

Google_Panda_ingles1.jpg

10SEO Trends

SEO

What is your focus for on-site SEO development & improvement…

Content?

Social media?

Site architecture?

All of the above?

11SEO Trends

Content, Content, Content

Source: Infographic Why Content for SEO?, Braftonhttp://www.brafton.com/infographics/why-content-for-seo

12SEO Trends

Social Impact

Source: Infographic Why Content for SEO?, Braftonhttp://www.brafton.com/infographics/why-content-for-seo

13SEO - 2012

SEO Forecast

Source: Infographic Why Content for SEO?, Braftonhttp://www.brafton.com/infographics/why-content-for-seo

Paid Search (PPC)

15Paid Search Trends

Ad Extensions

+ Location extension

+ Sitelinks

+ Product extension

16Paid Search Trends

Source The Future of Paid Search – Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

17Paid Search

By 2016, paid search is expected to grow by 75% to become a $61.1 billion industry.

Did you know…?

Source The Future of Paid Search – Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

18Paid Search

Google vs. Bing

Where do you run your paid search campaigns…

Google?

Bing?

Somewhere else?

19Paid Search Trends

The Rise of Bing

Source The Future of Paid Search – Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

20Paid Search Trends

The Rise of Bing

Source The Future of Paid Search – Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

Email Marketing

22Email Marketing

There are nearly 3 times as many email accounts as there are Facebook and Twitter accounts

combined.

Daily activity for email: 188 billion messagesTwitter: 140 million tweets

Facebook: 60 million updates

Did you know…?

Source: The Value of Email, SmarterTools, http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

23Email Marketing Trends

Email Marketing

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

24Email Marketing Trends

Did you know…?

88% of B2C firms currently use email marketing, withanother 10% planning to use it before December

2011.

71% of B2B firms use email marketing.

94% of daily email users subscribed to marketing messages.

Sources: Forrester. "How US Marketers Use Email" (2011)ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)

25Email Marketing Trends

66% of marketers are integrating social media with their email marketing campaigns.

Did you know…?

Source: Flowtown, http://www.mobilemarketingwatch.com/wordpress/wp-content/uploads/2010/08/

Infographic-Mobile-Combined-With-Email-Social-Media-To-Create-Marketing-Trifecta.png

26Email Marketing Trends

Social Integration

+ Invite email subscribers to connect with brand/company on social properties

+ Increase interaction with customers in multiple channels- Generally leads to customers who purchase more often & spend more

Source: The Number One Way to Connect Your Email and Social Media Marketing, theemailguide.com, http://www.theemailguide.com/email-marketing/the-number-one-

way-to-connect-your-email-and-social-media-marketing-by-karen-talavera-syncmarketing/

27Email Marketing Trends

Mobile Design

Do you access email on your mobile phone or device?

28You’re Not Alone

Source: http://assets.econsultancy.com/images/0001/1316/eD-MobileEmail-Infographic-gc.png

29Email Marketing 2012

Source: http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/

30Email Marketing 2012

Source: Anatomy of a Perfect Mobile Email, Marketing Tech Blog,http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-

email/

31Email Marketing 2012

Source: Anatomy of a Perfect Mobile Email, Marketing Tech Blog,http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-

email/

Display Advertising

33Display Advertising Trends

Nearly 1.1 trillion ads were served in the 1st quarter of 2011.

81% of online news users do not mind ads because it allows the content to be free.

Did you know…?

Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community

http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-and-How-People-Feel-About-It.jpg

34Display Advertising Trends

U.S. online display ad spending is predicted to surpass search ad spending by 2015.

Did you know…?

Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432

35Display Advertising Trends

By 2015, banner ad spending is expected to reach $11.73 billion.

Did you know…?

Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432

36Display Advertising Trends

+ Users endorse an ad to friends & contacts+ Change the way people view advertising by adding personal

recommendations, increasing power of the ad

Google +1 Button

Digg “Diggable” Banner Ads

Facebook Like-able Ads

Social Ad Endorsement

37Paid Search Trends

Paid Search

Do you buy ads on social properties such as Facebook?

38Display Advertising Trends

Social Media Ads on the Rise

Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community

http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-and-How-People-Feel-About-It.jpg

39Display Advertising Trends

Social Media Ads on the Rise

Source: The Rise of Social Network Ad Spending, http://www.flowtown.com/blog/the-rise-of-social-network-ad-spending?

display=wide

40Display Advertising

Real Time Bidding – What Is It?

+ Auction model with dynamic bidding at the impression level

+ This means that an ad buyer, through the platform of their choice, can differentially value each individual opportunity to buy an ad impression in real time. Imagine accepting or rejecting each individual ad impression in your media plan!

Benefits+ Cost efficient+ Yield management+ Actionable insights+ Retargeting+ Creative optimization+ Performance

Source: Real-Time Bidding: What It Is and Why It Matters, ClickZhttp://www.clickz.com/clickz/column/1694922/real-time-bidding-what-it-is-why-it-matters

41Display Advertising

Real Time Bidding

44% of publishers sell display ad inventory via real time bidding

17% of global display revenue is from real time bidding

68% of ad networks are investing in real time bidding technology

37% of ad networks are currently using real time bidding for buying and selling

Source: Publishers survey shows the growth of real-time bidding, Econsultancy, http://econsultancy.com/us/blog/8169-publishers-survey-shows-the-growth-of-real-time-

bidding-rtb

Social Media Marketing

43Social Media Marketing

Messaging Changes

+ More than just ‘stream of consciousness’ posting

+ Brands moving toward –+ Promotion messaging+ Customer / fan engagement+ Personification of products

44Social Media Marketing

+ Company posting ability- Share latest company news directly to followers - Supports URLs with multimedia- New way to build engagement with customers, prospects and potential employees

LinkedIn Company Profiles

45Social Media Marketing

Example: Ford Motor Company

https://plus.google.com/s/ford#114277687548103339609/posts

Google+ Company Profiles

46Social Media Marketing

Did you know…?

Social media adoption among U.S. small businesses has tripled since 2008.

61% of small business owners use social media to identify and attract new customers.

Source: Past, Present and Future of Blogging Infographics,http://www.jeffbullas.com/2011/09/16/past-present-and-future-of-blogging-3-

infographics/0

47Social Media Marketing Trends

Social Media

How many of you use social media for your B2B company or firm?

48Social Media Marketing

86% of B2B firms are using social media.

B2B spending on interactive marketing is expected to double in 5 years.

Business to Business

Source: The State of B2B Social Media Marketing [Infographic],http://mashable.com/2010/11/11/b2b-social-media-marketing-infographic/

49Emerging Trends & Technologies

+ Meta-trend comprising of several components:- Social media- E-commerce- Social technology

+ Designed out of emerging cultural change and outreach fostering a unique and effective collaboration at the enterprise level.

Social Business

Source: Let’s Get Down to Social Business, Garious, http://garious.com/blog/wp-content/uploads/2011/10/social-business-infographic.jpg

Mobile Marketing

51Mobile Marketing

By 2013…

80% of major U.S. brands will be using mobile marketing.

Smartphone users are predicted to reach over 60 million.

Did you know…?

Source: Digital Marketing Budgets, Garious,http://garious.com/blog/wp-content/uploads/2011/10/

digital_marketing_budget_trends_2012_infographic.jpg

52Mobile Marketing

80% of searchers research online before purchasing in a 10-20 mile radius.

Did you know…?

Source: The Local Mobile Search, One Mobile Mediahttp://onemobilemedia.com/blog/the-local-mobile-search/

53Mobile Marketing

Local Mobile Search

Source: The Local Mobile Search, One Mobile Mediahttp://onemobilemedia.com/blog/the-local-mobile-search/

54Mobile Marketing

Mobile Wallets & NFC

Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-

infographic-goodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/

55Mobile Marketing

Mobile Wallets & NFC

Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-

infographic-goodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/

56Mobile Marketing

Mobile Wallets & NFC

VIDEOS

http://www.youtube.com/watch?v=DsaJMhcLm_A - Google Wallet

http://www.youtube.com/watch?v=7EIyAolD2JE - Isis

57Mobile Trends

Mobile Marketing

Do you use a tablet device for work-related activities?

For personal use as a consumer?

58Mobile Marketing

2012 – more tablets will sell per year than notebook laptops

2014 – 1 in 5 consumers will own a tablet

Tablets

Sources: Tablets at Work: State of the Tablet Infographic, GottaBeMobile, http://www.gottabemobile.com/2011/08/17/tablets-at-work-state-of-the-tablet-infographic/

The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png

59Mobile Marketing

Tablets – Business Adoption

Source: Tablets at Work: State of the Tablet Infographic, GottaBeMobile, http://www.gottabemobile.com/2011/08/17/tablets-at-work-state-of-the-tablet-

infographic/

60Mobile Marketing

Tablets – Usage Breakdown

Source: The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png

61Future of Mobile Marketing Spend

Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/

digital_marketing_budget_trends_2012_infographic.jpg

62Mobile Marketing

Voice Search

+ Changing the way consumers search- “Burger Restaurants Louisville” vs. “Any good burger joints around here?”- “weekend weather Louisville” vs. “Will it be sunny this weekend in Louisville?”

+ Businesses should be aware & consider changesto SEO strategy to include:

1. How consumers type search on a mobile browser 2. How consumers ask questions

Emerging Trends & Technologies

64Emerging Trends & Technologies

Expected ad spending -+ 2012: $3.09 billion+ 2013: $4.20 billion+ 2014: $5.64 billion+ 2015: $7.11 billion

+ Spending to surpass classifieds and directories in market share by 2013.

Video Ads

Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432

65Emerging Trends & Technologies

+ In-store displays – convenience stores, retail, grocery stores+ Building lobby signage+ Digital menu boards+ Storefront signage+ Mass transit signage – bus & subway+ LED Video – scoreboards+ Interactive signage – text-to-screen+ Digital billboards

Digital Signage

Source: Digital Signage: How it Affects Our Everyday Life, Digital Ad Tech,http://digitaladtech.com/Blog/wp-content/uploads/2011/10/digitalsignage-infographic.png

66Emerging Trends & Technologies

+ More than signage – interaction with the consumer while providing an advertising message

Digital-Out-Of-Home Advertising

67Emerging Trends & Technologies

HCPH DOOH Video - http://www.youtube.com/lfiagency

Digital-Out-Of-Home Technology

Marketing Budgets

692011 Spending Focus

Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/

digital_marketing_budget_trends_2012_infographic.jpg

702012 Digital Marketing

Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/

digital_marketing_budget_trends_2012_infographic.jpg

What’s Next?

72What’s Next?

Do you dive right in?

73What’s Next?

Make the Biggest Splash

Thinking about using new trends & technologies in 2012?

+ Be sure those you use fit into your company’s overall marketing plan and strategy

Questions?