Welcome to our webinar!
#DigMktg15
NEW SEARCH MARKETING
RULES FOR 2015
Denise Maling Executive Vice President, Client Services
Your presenter
Lift. Brand Awareness
Customer Engagement
Conversion Rates
Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW SEARCH MARKETING
RULES FOR 2015
Our Offices
Digital Marketing Strategy
User Experience (UX) Design
Lead Generation & Online Sales Programs
Digital Marketing (SEO / PPC / Email)
Conversion Rate Optimization (CRO)
CRM Selection & Implementation
Marketing Automation
Sales Process Alignment
Content Journey Mapping
Lead Management
Founded 1997
Atlanta Dallas
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
CONTENT
DESIGN
7
STRATEGY
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
NEW SEARCH MARKETING
RULES FOR 2015
Google’s
Panda algorithm
is designed to prevent
sites with
poor quality content
from working their way
into Google’s
top search results.
May 20, 2014
NEW SEARCH MARKETING
RULES FOR 2015
Google’s
Panda algorithm
is updated yet again to
ensure sites with “thin
content” do not find
their way into Google’s
top search results.
September 26, 2014
NEW SEARCH MARKETING
RULES FOR 2015
Top 10 Sites Highest Percentage of Traffic Lost
ask.com > – 50%
ebay.com > – 33%
biography.com > – 33%
retailmenot.com > – 33%
starpulse.com > – 50%
history.com > – 33%
isitdownrightnow.com > – 50%
aceshowbiz.com > – 75%
examiner.com > – 50%
yellowpages.com > – 20%
Good quality content that’s useful to
searchers saw huge gains in traffic
thanks to Panda 4.0.
NEW SEARCH MARKETING
RULES FOR 2015
NEW SEARCH MARKETING
RULES FOR 2015
Globally, smartphone contracts
are expected to reach 5.6 billion by
2019. That’s triple the 1.9 billion
contracts that exist today! Ericsson
NEW SEARCH MARKETING
RULES FOR 2015
33% of traffic from Google
organic search results go to
the first item listed.
NEW SEARCH MARKETING
RULES FOR 2015
PPC
SEO 89.82% of people click links on the
first page of the search results.
NEW SEARCH MARKETING
RULES FOR 2015
84% 86% 44% 200 91%
Buyers are revolting against traditional marketing channels.
of people leave websites with
intrusive or irrelevant ads
of people skip TV ads of direct mail is never opened
million on the FTC Do No Call list
of users unsubscribe from email they previously opted
into
NEW SEARCH MARKETING
RULES FOR 2015
86% of buyers begin their buying
process with a non-branded search.
NEW SEARCH MARKETING
RULES FOR 2015
62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Display
Direct
Channel Roles in the Buyers Journey (Assist vs. Conversion)
Awareness Consideration Conversion Intent
NEW SEARCH MARKETING
RULES FOR 2015
Steps to Map Content to the
Buyers Journey:
1. Define Your Client Personas
2. Understand the Journey Your Clients Take
3. Map Content to their Journey
NEW SEARCH MARKETING
RULES FOR 2015
Awareness Consideration Decision
Co
mm
itme
nt L
eve
l
Videos
Statistical Reports
Live Events
Demo Videos
Interactive Videos
eNewsletters
Testimonials
Medical Report
Case Studies
Whitepapers
Ratings & Reviews
Condition Guides
Infographics
Articles
Quizzes & Widgets
Accelerating the Buyers Journey Delivering the right content through the right channel at the right time – in the right format.
Copyright AIS Media, Inc. 2014
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
NEW SEARCH MARKETING
RULES FOR 2015
of U.S. internet users now search online before they buy.
BIA/Kelsey Group 97%
NEW SEARCH MARKETING
RULES FOR 2015
Google controls more than 90% of
search traffic, making SEO one of the
most important tactics on a website
NEW SEARCH MARKETING
RULES FOR 2015
“A great time to hire an SEO is when
you're considering a site redesign, or
planning to launch a new site. That way,
you and your SEO can ensure that your
site is designed to be search engine-
friendly from the bottom up."
NEW SEARCH MARKETING
RULES FOR 2015
Call: 404.751.1043 | Email: [email protected]
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
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RULES FOR 2015