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@katemorris

Online First in 2014

KATE MORRIS

@katemorris

Kate MorrisPrincipal Consultant

kate.morris@distilled.net

@katemorris

@katemorris

Here is what you should focus on in 2014.

Spend Time with Customers

Spend Budget on PR and Promotions

Get Interactive

Mobile is here. Everywhere.

Local and Reviews

@katemorris

Your Customers: Know Them

Benefits

• Content Ideas• Product Ideas• Social Marketing Feedback• Marketing and Product Testing• Word of Mouth Influence

Reaching Customers

• Surveys via Email• Phone Surveys (they have to agree)• UserTesting.com• Qualaroo• In Person, Email, Phone Discussions• Events• Research Social Media Accounts of Recent

Customers

@katemorris

Budget: PR and Promotions

@katemorris

Your great content will be less effective if you don’t

tell people about it.

@katemorris

Real PR is the only “link building” of today.

@katemorris

PR budgets were revised upwards by a net balance of 3.4 per cent of clients – the highest figure over the past three quarters since PR has been specifically broken out in the IPA’s quarterly

report.…

The internet continues to be treated as a priority by clients, with a net 17.4 per cent revising up their budgets.

11 July 2013 by Lynsey Barber, PR Weekhttp://www.prweek.com/article/1190283/outlook-pr-spend-brightens-according-bellwether-survey

@katemorris

Get Interactive

@katemorris

http://www.raptmedia.com/case-studies/philips-designed-to-

play-drives-mobile-video-engagement

@katemorris

Our advertising forecast shows that online video for marketing is big business and is only going to get bigger. In Europe, the

CAGR (compound annual growth rate) for total ad spend from 2013 to 2018 is 2.19%, but for online video ad spend, it is a staggering 18.83%. The US shows a similar (albeit smaller)

skew, with total ad spend CAGR of 4.49% and video at 22.39%. 

Anthony Mullen, Forrester Research

http://blogs.forrester.com/anthony_mullen/13-11-01-move_beyond_awareness_with_interactive_video

@katemorris

Coming Soon …

@katemorris

Mobile isn’t a thing … it’s EVERYTHING

Jan-10

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Mobile Traffic % of All Traffic

A Former Client

@katemorris

Indeed, on Black Friday, or the day after Thanksgiving, which is considered by many to be the unofficial kick-off to the holiday

shopping season, one in five web purchases were made with a mobile device, according to web measurement firm

comScore Inc. The following Monday, Cyber Monday, 17% of online purchases were made with a tablet or smartphone,

comScore says.

Katie Evans, Internet Retailer

http://www.internetretailer.com/2014/01/27/2014-e-retail-will-be-more-mobile-and-more-global

@katemorris

Don’t do a mobile site. Do a responsive site.

@katemorris

Local: All About Reviews

@katemorris

Use of Reviews

http://www.brightlocal.com/wp-content/uploads/2013/06/Local-Consuner-Review-Survey-20131.pdf

@katemorris

Local Search Ranking Factors

http://moz.com/local-search-ranking-factors

This is PR and Promotions

Focus efforts here next.

Spend Time with Customers

Spend Budget on PR and Promotions

Get Interactive

Mobile is here. Everywhere.

Local and Reviews

@katemorris

Thanks.Any questions?

KATE MORRIS

kate.morris@distilled.net

@katemorris