top digital marketing trends of 2014 - slides 1/14/14
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Top Digital Marketing Trends of 2014
January 14th, 2014
Mike Turner Director, Business Development
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Frequently Asked Questions (FAQs)
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We are a Full Service Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media Marketing Top 500 Fastest Growing Private US Companies
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We deliver on revenue. Not just leads & traffic.
Each campaign includes: ! Business Research + Strategy ! Custom Scorecard Tracking ! Attribution + Data-driven Optimizations
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1 The Impact of 2013 A Year in Digital Marketing Review
2 Top Trends of 2014 Roadmap to a Rapidly Changing Landscape
3 Action Plan How to Win Digital in 2014
On the Agenda
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1 The Impact of 2013 A Year in Digital Marketing Review
2 Top Trends of 2014 Roadmap to a Rapidly Changing Landscape
3 Action Plan How to Win Digital in 2014
On the Agenda
#123webinar | @webmarketing123
2013 Impact A Year in Digital Marketing Review
2000
2005 2010
3
1
2
Organic search engine optimization
Last year packed a punch across all channels.
Paid search & display advertising
Social media marketing
Here’s what happened
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2013 Impact Organic Search Engine Optimization
March Panda
24 & 25
May Penguin 2.0
August Hummingbird
September Secure Search
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2013 Impact Paid Search & Display Advertising
March Panda
24 & 25
May Penguin 2.0
August Hummingbird
September
Secure Search February
Enhanced Campaigns
June RLSA
October Estimated Total
Conversions
November Ad Rank Update
Offline Conversion Tracking
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2013 Impact Social Media Marketing
March Panda
24 & 25
May Penguin 2.0
August Hummingbird
September
Secure Search February
June RLSA
October Estimated Total
Conversions
November Ad Rank Update
Enhanced Campaigns
Offline Conversion Tracking
January Graph Search
July Sponsored Updates
Promoted Pins
Instagram Ads December +Post Ads
Twitter Conversion Tag
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1 The Impact of 2013 A Year in Digital Marketing Review
2 Top Trends of 2014 Roadmap to a Rapidly Changing Landscape
3 Action Plan How to Win Digital in 2014
On the Agenda
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Trend #1 Content Marketing Will Become More Than Just a Buzzword
Quality Content Google updates the search algorithm 500+ times a year.
Modern SEO Depends on Strategic Content Creation
1 Secure Search Reporting Measure top performing content themes in place of specific keyword performance.
2
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Over half of marketers plan to invest more in content this year.
58% of B2B marketers will increase their content marketing budget.
On average, 30% of B2B marketing budgets are dedicated to content.
Trend #1 Content Marketing Will Become More Than Just a Buzzword
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Yes content
B2B companies with an active content curation strategy generate 67% more leads per month than those who do not. (Hubspot, socialmediab2b.com)
No content
…and it works.
Content is also for prospects.
Content isn’t just for search engines.
Trend #1 Content Marketing Will Become More Than Just a Buzzword
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First three pieces of content we recommend:
70% 70% of the buyer’s journey happens online.
Source: SiriusDecisions
Your content needs to do the selling for you.
Consideration Purchase Awareness
Trend #1 Content Marketing Will Become More Than Just a Buzzword
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Trend #2 Marketers Will Get Smarter with Marketing Automation
Source: BtoB Online’s 2013 Marketing automation study
Automation Ensures Effective Content Delivery
Audience Segmentation Automation delivers tailored content to users based on stage of the funnel.
1
Nurture Program Automation creates nurture tracks based on unique lead behavior.
2
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Trend #3 Mobile Investment Will Sky Rocket
Cross-Device Fluency is Critical.
Responsive Web Design RWD will become the expectation rather than the exception.
1
How do I calculate search ROI?
65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy. Source: Search Engine Watch; HubSpot
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Trend #3 Mobile Investment Will Sky Rocket
Mobile Ad Investment Google’s release of Estimated Total Conversions will give invaluable cross-device conversion insights & increase ROI on mobile ad spend.
2
Cross-Device Fluency is Critical.
75% of marketers plan to spend more on mobile this year. Source: Webmarketing123 2014 State of Digital Marketing Report
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Trend #4 Brands Will Leverage Social Media to Promote Smarter, Not Harder
1
2
Measurable Money Metrics Brands will craft a calculated approach to social, favoring niche communities that deliver results.
Social Ad Investment eMarketer predicts a 27% YoY increase in social ad spend this year.
1 in 5 B2B and 1 in 3 B2C marketers have generated revenue from social. &
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Trend #5 In-House Marketers Will Outsource Non-Core Marketing Functions
2014 will bring a 50% YoY increase in outsourced search marketing.
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Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing
TIP: In order to measure which campaigns generate revenue, set-up your CRM system so that you can track closed deals back to the campaigns that influenced them. Then, you can start allocating your marketing dollars most effectively.
• Number of keywords on page 1 • Traffic to your website • Leads
Qualified Leads (SQL/MQL) Sales Pipeline Closed Deal Revenue $
Measuring SEO success by the following metrics is no longer enough:
Measure the money metrics:
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GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -|
Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing
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You MUST map keywords!
Tie entry page conversions to revenue in CRM & attribute to mapped keywords.
Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing
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Trend #7 2014 Will Usher in a Shift Toward Agile Marketing
What is Agile Marketing?
Agile, or real-time marketing, places an emphasis on using analytics with a defined, lean process to create flexible, in-the-moment messaging.
Check out Oreo’s 2013 Super Bowl tweet
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Agile marketers can quickly identify top performing campaigns and increase investment in what’s working. They test frequently and don’t let perfect get in the way of better.
First three pieces of content we recommend:
$85,000 $60,000 $275,000
$
Campaign Revenue Opportunity Allocation
KW Theme A
KW Theme B KW Theme C
Dynamic resource allocation:
Trusting objective data is your ticket to success!
$
$
$ $ $ $
Trend #7 2014 Will Usher in a Shift Toward Agile Marketing
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1 The Impact of 2013 A Year in Digital Marketing Review
2 Top Trends of 2014 Roadmap to a Rapidly Changing Landscape
3 Action Plan How to Win Digital in 2014
On the Agenda
#123webinar | @webmarketing123
Action Plan How to Win Digital in 2014
3
1
2
Conduct a content audit and make a smart distribution plan.
Test mobile and social advertising opportunities.
Invest in a multi-touch attribution model.
Set yourself up for success in 2014 with 3 actionable takeaways:
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THANK YOU
Mike Turner Director, Business Dev.
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