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

#123webinar | @webmarketing123

Top Digital Marketing Trends of 2014

January 14th, 2014

Mike Turner Director, Business Development


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About Us


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


What sets us apart?


We deliver on revenue. Not just leads & traffic.

Each campaign includes: !   Business Research + Strategy !   Custom Scorecard Tracking !   Attribution + Data-driven Optimizations


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





On the Agenda


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

Here’s what happened


2013 Impact Organic Search Engine Optimization

March Panda

24 & 25

May Penguin 2.0

August Hummingbird

September Secure Search


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


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





On the Agenda


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


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.



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 isn’t just for search engines.



First three pieces of content we recommend:

70% 70% of the buyer’s journey happens online.

Source: SiriusDecisions

Your content needs to do the selling for you.

Consideration Purchase Awareness



Trend #2 Marketers Will Get Smarter with Marketing Automation

Source: BtoB Online’s 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


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


Trend #3 Mobile Investment Will Sky Rocket

Mobile Ad Investment Google’s 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


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. &


Trend #5 In-House Marketers Will Outsource Non-Core Marketing Functions

2014 will bring a 50% YoY increase in outsourced search marketing.


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:


GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -|



You MUST map keywords!

Tie entry page conversions to revenue in CRM & attribute to mapped keywords.



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 Oreo’s 2013 Super Bowl tweet


Agile marketers can quickly identify top performing campaigns and increase investment in what’s working. They test frequently and don’t 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





On the Agenda


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 [email protected] 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.

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

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