winning online: digital marketing 2014 trends
Post on 17-Oct-2014
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Winning Online: Top 10 Digital Marketing Trends for 2014 from www.nationapositions.com. Find out more about the content, social, mobile, local and SEO trends that will impact your company's marketing in 2014. Watch the full presentation here: http://www.youtube.com/watch?v=eC2DLGXUiOM&feature=youtu.beTRANSCRIPT
Winning Online: Top 10 Marketing Trends for 2014
Bernard MayPresident
Adam de JongMarketing Director
AgendaDigital Marketing Trends 2013 vs. 2014 Top 10 Trends of 2014Where to spend your budgetAction planQ&A
Digital Marketing Trends
DigitalMarketing 2013 vs. 2014
Smart Insights Study
Trend 10: Predictive Search and the age of context
Predictive Search
Hummingbird Algorithm to understand search context Google is going to be better at spotting duplicate content and spamExact match keyword optimization will further decreaseIt will be more important than ever to segment your content based on what your audience needsMarket research will become more important
PredictionsWe need to understand our customers betterTo do this, we need to research what our customers really needCustomer PersonasA content strategy to make our content helpful and engaging
Trend 9: Analytics and the drive for new information sources
Analytics and the drive for new information sources
PredictionsMarketers will be more creative in how they use Google AnalyticsNot just about tracking clicks, about user engagement
Trend 8: Age of Authenticity
Age of AuthenticitySearch engines are trying to authenticate the webRich Snippets associate content with people or organizationsRich snippets and the semantic web becomes a more important ranking and conversion factors
AuthorOrganizationReviewsProduct
PredictionTrust factors will ultimately result in better rankingsGoogle + profiles will be more important than everAuthor tags will be added to most contentWriters will be hired based on their quality profileMore companies will care about their online reputation
Trend 7: Paid Search in 2014
A Necessary EvilInsurance against organic fluctuationsContinue to take up more screen real estateMargins will be further depressedConversion will become more importantMore sophisticated targetingPLA’s continue to growAmazon, Yelp and more vertical search gain popularityRetargeting tools will become more popularAttribution across multiple channels will continue to be a challenge
PredictionsAdvertisers will look at other paid options besides Social Media ads
Angies ListAmazon, YelpApps
Look for PLA’s to become more sophisticated
local PLA’s, Google Shopping Express, Google Wallet
Vertical Search will grow
Trend 6: Linking becomes about Value Exchange
Linking becomes about Value Exchange
Value exchange and paid exchange to be the normFewer higher quality linksExact match anchor text if overdone can be dangerousLinking continues to be important as a ranking factorContent Marketing and linking are closely relatedLinks need to be diversified
PredictionsEarned links are going to be the cornerstone of a successful SEO campaignYou earn links with content, social engagement and outreach
Trend 5: Social’s Impact on Business Continues to Grow
Social Impact on Business Continues to Grow
Google+ will gain even more tractionFacebook, Twitter, LinkedIn and Pinterest will all grow exponentiallySocial signals and social engagement will become a more important ranking factorSocial will integrate with everythingSocial will continue to be one of your most important content marketing channelsPaid social search starts to gain more traction
Channel Decisions Become more Complex
PredictionsTo get organic visibility, it’s essential to have a social media strategy that fits your brandBrands that build their authenticity and authority on social channels will be rewarded with rankings
Trend 4: Local Opportunity Shines
Local Search in 2014Local Search continues to grow and become more dynamic across all platforms and devices
Local Continues to Grow
Increased Local Paid Search Sophistication
Online customer reviews affect your local business?
PredictionsLocal search is a great opportunity to drive organic traffic for local SMBsReviews continue to grow in importanceCarousel will expand across more categoriesMultimedia to grow in Local (images, virtual walk- throughs and videos)Local paid search becomes more sophisticatedInnovation will continue at a rapid pace
Trend 3: Mobile Gets Smarter
Then…
And Now
Mobile Gets SmarterHummingbird means more contextual search resultsUser experience is more important than everResponsive or adaptive debate will continueMobile shoppers continue to spend moreLocation services become more important
Geo FencingDigital CouponsLoyalty programs will grow
Multiple Screen AdoptionBehavioral targeting and big data (Big brother is watching you)
Mobile in Retail
Mobile Users Are More Serious About Buying
PredictionsBrands will revamp sites to be more mobile friendlyPoor mobile user experience will hurt visibilityEphemeral services like Snapchat to growAndroid will gain more market share and the market for tablets will growThe next big thing will be responsive content to go with responsive designmCommerce will offer a better user experience and become more sophisticated
Trend 2: SEO will not die but will evolve and grow
The State of SEO
The State of SEOSEO is not DeadHummingbird will change Search Search queries more sophisticated and intelligentGoogle continues to favor brandsRankings become mostly irrelevantThe long tail is more important than everOpportunities in SEO exist beyond text resultsMore paid ads on Google changes landscape
SEO Becomes More TechnicalA technically sound website is critical to rankings
Images, Reviews and Knowledge Graphs
Images, Reviews and Knowledge Graphs
PredictionsSearch remains a profitable channel to drive clicks SEO will remain key to a successful digital strategyGood SEO will involve process of technology, user engagement and marketing
Trend 1Content Remains King
Content Remains KingPanda updates influence content qualityPenguin influences marketers to create great content to generate links and sharing that result in rankingsQuality determined by engagement
Sharing, social signals, commentsGive people a reason to share your content
Developing a content strategy is keyEditorial CalendarOptimize the journey (the buying cycle and funnel)PersonasChoose your channels
The Future of Content Marketing
PredictionsMarketing personas and touch point marketing will become common conceptsContent becomes the primary link generation strategySite blogs become the core content hubLead nurturing and email marketing will continue to grow and become more sophisticatedContent becomes more tightly integrated across channelsContent personalization and reuse on the riseLong form content will grow in importance
Allocating your budget in 2014
Investing your budget in 2014
Smart Insights Study
Your Action Plan for 2014
Action PlanDefine your customer personaCreate a content marketing strategyMake your site mobile friendly/responsiveSetup your blog as a content hubSetup authorship tagLong form content – 1 blog post/month that’s 1,500+ wordsDetermine your most profitable social channel and get started!
Q&A