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 #123webinar | @webmarketing123 Are the slides available? Engage with us on Social: Get a consultation: Email us at results@webmarketing123.com @webmarketing123 facebook.com/webmarketing123 webmarketing123 Yes! Just email results@webmarketing123.com Frequently Asked Questions (FAQs) #123webinar | @webmarketing123 3 About Us #123webinar | @webmarketing123 4 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 #123webinar | @webmarketing123 5 What sets us apart? #123webinar | @webmarketing123 6 We deliver on revenue. Not just leads & traffic. Each campaign includes: ! Business Research + Strategy ! Custom Scorecard Tracking ! Attribution + Data-driven Optimizations #123webinar | @webmarketing123 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 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 Heres what happened #123webinar | @webmarketing123 2013 Impact Organic Search Engine Optimization March Panda 24 & 25 May Penguin 2.0 August Hummingbird September Secure Search #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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. & #123webinar | @webmarketing123 Trend #5 In-House Marketers Will Outsource Non-Core Marketing Functions 2014 will bring a 50% YoY increase in outsourced search marketing. #123webinar | @webmarketing123 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: #123webinar | @webmarketing123 GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -| Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing #123webinar | @webmarketing123 25 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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 #123webinar | @webmarketing123 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: #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.