Top Digital Marketing Trends of 2014 - slides 1/14/14

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  • #123webinar | @webmarketing123

    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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    About Us

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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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    What sets us apart?

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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

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    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

    Heres 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 isnt 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 buyers 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 Onlines 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 Googles 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 Oreos 2013 Super Bowl tweet

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    Agile marketers can quickly identify top performing campaigns and increase investment in whats working. They test frequently and dont 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

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    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:

  • #123webinar | @webmarketing123 30 Email results@webmarketing123.com or call 800.619.1570

    THANK YOU

    Mike Turner Director, Business Dev.

    Outshine the competition in 2014

    Sign up for a complimentary digital marketing consultation.