digitaltrends 2012

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DIGITAL FORECAST: Bringing 2012 DigitalMarketing Trends Into Focus

November 2, 2011

Christy Belden, Vice President, Media +Marketing


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Christy Belden 2Vice President, Media + Marketing, LeapFrog Interactive

Experience: 11 years

The Courier-Journal

University of Louisville

SEMPO-Certified

Google AdWords Individually

Certified

Christy knows marketing. PPC,

SEO, social media, email, mobile,

traditionalshes 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.


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Agenda

+ Search Engine Optimization (SEO)

+ Paid Search (PPC)

+ Email Marketing

+ Display Advertising

+ Social Media Marketing

+ Mobile Marketing

+ Emerging Trends & Technologies

+ Marketing Budgets

3


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Search Engine Optimization


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SEO 5

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?


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SEO Trends 6SEO

What is your focus for on-site SEO

development & improvement

Content?

Social media?

Site architecture?

All of the above?


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SEO Trends 7Content, Content, Content

Source: Infographic Why Content for SEO?, Brafton

http://www.brafton.com/infographics/why-content-for-seo


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SEO Trends 8Social Impact




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SEO - 2012 9SEO Forecast




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Paid Search (PPC)


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Paid Search Trends

Ad Extensions

+ Location extension

+ Sitelinks

+ Product extension

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Paid Search Trends 12

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/


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Paid Search 13Google vs. Bing

Where do you run your paid search campaigns

Google?

Bing?

Somewhere else?


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Paid Search Trends 14The Rise of Bing



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Paid Search Trends 15The Rise of Bing



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Email Marketing


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Email Marketing 17

There are nearly 3 times as many email accounts

as there are Facebook and Twitter accounts combined.

Daily activity for email: 188 billion messages

Twitter: 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


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Email Marketing Trends 18Email Marketing

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php


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Email Marketing Trends 19Did you know?

88% of B2C firms currently use email marketing, with

another 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)


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Email Marketing Trends 20

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-


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Email Marketing Trends 21Social 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-

Youre Not Alone


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22You re Not Alone

Source: http://assets.econsultancy.com/images/0001/1316/eD-MobileEmail-Infographic-gc.png


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Display Advertising


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Display Advertising Trends 24

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 2Community

http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-


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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


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By 2015, banner ad spending is

expected to reach $11.73 billion.

Did you know?



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+ 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


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Display Advertising Trends 28Social Media Ads on the Rise

Source: Online Advertising and How People Feel About It (Infographic), Business 2Community

http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-


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Display Advertising Trends 29Social Media Ads on the Rise

Source: The Rise of Social Network Ad Spending,http://www.flowtown.com/blog/the-rise-of-social-network-ad-


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Social Media Marketing


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Social Media Marketing

Messaging Changes

+ More than just stream of consciousness posting

+ Brands moving toward

+ Promotion messaging

+ Customer / fan engagement

+ Personification of products

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Social Media Marketing 32

+ 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


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Example: Ford Motor Company

https://plus.google.com/s/ford#114277687548103339609/posts

Google+ Company Profiles


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Social Media Marketing 34Did 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-


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Social Media Marketing Trends 35Social Media

How many of you use social media for

your B2B company or firm?


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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/


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Emerging Trends & Technologies 37

+ 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: Lets Get Down to Social Business, Garious,https://reader009.{domain}/reader009/html5/0506/5aef2896f390a/5aef28ae03a72.jpg


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Mobile Marketing


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Mobile Marketing 39

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


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Mobile Marketing 40

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/


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Mobile Marketing 41Local Mobile Search

Source: The Local Mobile Search, One Mobile Mediahttp://onemobilemedia.com/blog/the-local-mobile-search/


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Mobile Marketing 42Mobile Wallets & NFC

Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The NewCredit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-

goodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/


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Mobile Marketing 43Mobile Wallets & NFC

Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The NewCredit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-

goodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/


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Mobile Trends 44Mobile Marketing

Do you use a tablet device for work-related activities?

For personal use as a consumer?


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Mobile Marketing 45

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


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Mobile Marketing 46Tablets Usage Breakdown

Source: The State of Tablet Adoption at Work,


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Future of Mobile Marketing Spend 47

Source: Digital Marketing Budgets, Garious,http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg


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Mobile 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 changes

to SEO strategy to include:

1. How consumers type search on

a mobile browser2. How consumers ask questions

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Emerging Trends & Technologies


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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



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+ 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


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+ More than signage interaction with the consumer while providing an

advertising message

Digital-Out-Of-Home Advertising


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Whats Next?


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Whats Next? 54Do you dive right in?


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Whats Next? 55Make the Biggest Splash

Thinking about using new trends & technologies in 2012?

+ Be sure those you use fit into your companys overall marketing plan and

strategy

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