digital forecast: bringing 2012 digital marketing trends into focus
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The Mayans thought 2012 was the end of the world. Will 2012 be the death of SEO? That’s just one of the predictions for the near future covered in this fifth installment of The Power of Digital marketing series, presented by LeapFrog Interactive and Business First.TRANSCRIPT
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?