Top Digital Marketing Trends for 2015

#AISMediaEdu

Thomas Harpointner CEO & Founder, AIS Media Inc.

Your presenter

Lift. Brand Awareness

Customer Engagement

Conversion Rates

Delivered. TRANSFORMATION 2015 | #AISMediaEdu

Top DIGITAL MARKETING Trends for 2015

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Lead Generation & Online Sales Programs

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Conversion Rate Optimization (CRO)

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Content Journey Mapping

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TRANSFORMATION 2015 | #AISMediaEdu


Award-Winning Creative & Marketing Team



Where You’ve Seen Us



SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

CONTENT

DESIGN

STRATEGY



SHIFTING BUDGETS


Top DIGITAL MARKETING Trends for 2015 The Mobile Revolution is OVER

11%

14%

16%

17%

18%

19%

34%

26%

37%

34%

28%

46%

51%

42%

53%

40%

35%

43%

27%

22%

13%

7%

6%

14%

9%

7%

7%

10%

3%

3%

1%

3%

2%

1%

1%

Social Media

Paid Search

Organic Search (SEO)

Email

Display Ads

Content Marketing

Mobile

Projected Budget Changes in 2015 According to Marketers Worldwide, By Channel

Significant Increase Some Increase Status Quo Some Reduction Significant Reduction

Source: Econsultancy, “Enterprise Priorities in Digital Marketing: Exploring the Investment in Technology and Marketing for a Customer-Centric

Future” in association with Teradate, Sep 30, 2014



MOBILE FIRST, BUT NOT ONLY

MOBILE FIRST, BUT NOT ONLY



The multi-device,

multi-tasking user.



Mobile users have half the bandwidth

and are twice as impatient.



60% of mobile users expect sites

to load in 3 seconds or less. Compuware

67% of users are more

likely to make a

purchase off a website

that is mobile friendly

Mobile First Marketing / Mobile First Design

http://googlemobileads.blogspot.ca/2012/09/mobile-friendly-sites-turn-visitors.html






From mouse to finger

From clicking to scrolling



Old mouse

New mouse


Design for small

screens and really

LARGE ones.





• 48% say they feel frustrated and annoyed when

they get to a site that’s not mobile-friendly

• 36% said they felt like they’ve wasted their time

by visiting those sites

• 52% said that a bad mobile experience made

them less likely to engage with a company

• 48% said that if a site didn’t work well on their

smartphones, it made them feel like the

company didn’t care about their business


DATA



Shift from creative-driven

to data-driven marketing

REAL-TIME MARKETING

Be timely. Relevant. Accurate.



Mobile Surpassing Desktop

54.9

61.6

69.2

77.1

85.9 85.6

19.7

30.7

46

63.7

85.9

113.4

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Billi

on

s

Mobile vs. PC Local Search Volume Forecast

Desktop Mobile

Source: BIA/Kelsey



$4.92

$8.72

$12.85

$17.87

$21.73

$25.69

2013 2014 2015 2016 2017 2018

U.S. Mobile Search Ad Spending 2013 - 2018



CONTENT MARKETING

Source: Content Marketing Institute, “2015 Benchmarks, Budgets, and Trends – North America.”



58% of B2B marketers

plan to increase their content

marketing budgets in 2015



Shift from focus on content

creation to content

AMPLIFICATION



Social Media

SEO Content

CONTENT MARKETING

Content Convergence Be timely. Relevant. Accurate.



52%

57%

69%

74%

75%

81%

83%

84%

Upsell / Cross-Sell

Customer Evangelism

Custome Retention

Lead Nurturing

Sales

Engagement

Lead Generation

Brand Awareness

Organizational Goals for

B2B Content Marketing

Source: Econsultancy, “Enterprise Priorities in Digital Marketing: Exploring the Investment in Technology and Marketing for a Customer-Centric Future”



3%

14%

48%

35%

Unsure

No Content Marketing Strategy

Yes, but not documented

Yes, and it is documented

Percentage of B2B Marketers Who Have a

Content Marketing Strategy




11%

2%

32%

46%

9%

Unsure

Decrease

Remain the Same

Increase

Significantly Increase

B2B Content Marketing Spending (Over the Next 12 Months)




Awareness Consideration Decision

Videos

Trend Reports

Live Events

Demo Videos

Interactive Videos

Calculators

eBooks & Guides

eNewsletters

Testimonials

Analyst Reports

Case Studies

Whitepapers

Feature Guides

Infographics Articles

Webinars

Quizzes & Widgets

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos

Buye

r Com

mitm

ent L

evel

Ratings & Reviews

Copyright AIS Media, Inc. 2014



Delivering the right content in the right format at the right time

SOCIAL MEDIA EVOLVES


Top DIGITAL MARKETING Trends for 2015 Social Commerce

• Social commerce sales are forecasted to represent 5% of all

online retail revenue in 2015.

• Half of social media driven purchasing happens within one week

of sharing, tweeting, liking or favoriting the product.

• 70% of marketers have successfully gained new customers via

social networks.



By 2015 internet advertising will make up nearly 25% of the

entire ad market. Paid Ads are becoming unavoidable.

• 92% of marketers advertise on Facebook

• 35% of marketers advertise on YouTube

• 24% of marketers advertise on LinkedIn

• 23% of marketers advertise on Twitter

Source: Social Media Examiner

Social Advertising

Google’s John Mueller stated that it can

take up to 9 months for disavow files to be

completely “taken into account.”

Negative SEO attack could have

catastrophic consequences for

businesses, erasing their search visibility

for large chunks of a year.

Negative SEO Threat Increases





Google appears to placing more

emphasis on brand mentions

and citations, which are less

likely and less easy to be

manipulated for the purpose of

achieving higher search

rankings.



Following the failed

Google+ Authorship

experiment, Google will

place more value on

social signals from

Twitter and Facebook.

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NEW DIGITAL MARKETING RULES 2015 | #DigMktg15

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4-Part Series

Jan 21st 11am EST Feb 11th 11am EST Mar 4th 11am EST Mar 25th 11am EST

Date post:	17-Jul-2015
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