Digital Marketing in
2015
A.Arputha selvaraj APMP IIM CALCUTTA
@tecmark
A LIFETIME IN THE
DIGITAL MARKETING
WORLD.
@tecmark
£2.74 BILLION
FORECASTED ONLINE UK GAMBLING MARKET IN
2015
Source: http://www.gamblingdata.com/
@tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media
@tecmark
OWNED AND EARNED
MEDIA
@tecmark
OWNED
& EARNED
SUCCESS
Content
Marketing
SEO Social
@tecmark
WELCOME TO THE
PARTICIPATION AGE
http://goo.gl/FlKUx5
@tecmark
http://goo.gl/FlKUx5
@tecmark
http://goo.gl/FlKUx5
CONTENT AND SOCIAL
ARE ABOUT ENGAGING
FANS
@tecmark
http://goo.gl/FlKUx5
AND SEO IS ABOUT
CONTENT AND SOCIAL…
@tecmark
ORGANIC SEARCH VISIBILITY
IN 2015
@tecmark
CONTENT.
@tecmark
CONTENT. BRANDING.
@tecmark
CONTENT. BRANDING.
MOBILE.
@tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.
@tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.
USER EXPERIENCE.
@tecmark
SOME THINGS WON’T BE
MUCH DIFFERENT
@tecmark
GOOGLE WILL STILL
DOMINATE THE MARKET.
@tecmark
@tecmark
@tecmark
THE GOALS OF SEARCH
ENGINES WILL STILL BE
THE SAME.
@tecmark
SEARCH ENGINES ARE
SMARTER
@tecmark
IT’S HARDER TO
MANIPULATE RESULTS
@tecmark
AND THE FOCUS NOW IS ON
BEING THE QUALITY
RESULT.
@tecmark
THE MODERN SEO
TEAM
@tecmark
2015 ESSENTIALS
@tecmark
GET MOBILE
@tecmark
NOT JUST AN APP.
YOUR WEBSITE TOO.
@tecmark
IF YOUR PHONE DOESN’T
DISPLAY FLASH, GOOGLE WILL
NOT SHOW FLASH SITES IN YOUR
RESULTS.
Matt Cutts of Google at Pu...
@tecmark
IF YOUR WEBSITE ROUTES ALL
MOBILE TRAFFIC TO THE
HOMEPAGE RATHER THAN THE
INTERNAL PAGE THE USER WAS
ATTEMPTING T...
@tecmark
IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS LIKELY
TO RANK IT.
Matt Cutts of Google at Pubcon in October 2013
@tecmark
HAVING A MOBILE SITE IS JUST
THE START.
@tecmark
http://developers.google.com/speed/pagespeed/insights
@tecmark
ON 19TH
MARCH 2014, UX
RECOMMENDATIONS CAME OUT
OF BETA.
@tecmark
http://developers.google.com/speed/pagespeed/insights
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mo...
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mo...
@tecmark
GOOGLE’S ALGORITHMS
STILL WON’T BE GOOD
ENOUGH TO STOP LINK
SPAM
@tecmark
CUE THE MANUAL
ACTIONS TEAM
@tecmark
EXPEDIA.COM
@tecmark
HALIFAX.CO.UK
@tecmark
MARKSANDSPENCER.COM
@tecmark
BUT GOOGLE NEEDS
LINK METRICS.
@tecmark
OFF PAGE IS (AND WILL BE
INCREASINGLY) MORE THAN
JUST LINKS
@tecmark
BRAND SIGNALS
@tecmark
BRAND SEARCH VOLUME WILL
MATTER MORE
@tecmark
SENTIMENT
@tecmark
SOCIAL IN 2015
@tecmark
http://goo.gl/FlKUx5
@tecmark
NO DIRECT IMPACT ON SEARCH
RANKINGS
https://www.youtube.com/watch?v=udqtSM-6QbQ
@tecmark
BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-
website-with-social-media-infographic/
@tecmark
DIRECT INFLUENCE ON FANS.
DIRECT INFLUENCE ON SALES.
@tecmark
2015 OPPORTUNITY
@tecmark
@tecmark
• 300 million users
@tecmark
• 300 million users
• 20 million unique monthly mobile users
@tecmark
• 300 million users
• 20 million unique monthly mobile users
• 4% of European social sharing
@tecmark
CONTENT
MARKETING
@tecmark
THE LINE BETWEEN
BRANDS AND
PUBLISHERS WILL BE
EVEN MORE BLURRED
@tecmark
THERE WILL BE EVEN
MORE CONTENT TO
COMPETE WITH
@tecmark
BEING SEEN WILL BE
TOUGHER.
@tecmark
BUT THOSE GETTING
CONTENT MARKETING
RIGHT WILL LOWER
THEIR CPA.
http://offers.hubspot.com/2013-state-of-inbound-m...
@tecmark
INNOVATION IS
ESSENTIAL
@tecmark
@tecmark
@tecmarkhttp://goo.gl/w6cvP
@tecmark
THE FILTER BUBBLE
http://www.thefilterbubble.com/
@tecmark
MORE PAID MEDIA
WILL BE USED TO
LEVERAGE
CONTENT
MARKETING
@tecmark
@tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media
@tecmark
WE’LL SEE MORE OF
THIS…
@tecmark
GOOGLE PLAYING THE
COMPARISON SITE
@tecmark
GOOGLE COULD BECOME
A COMPETITOR FOR
YOUR AFFILIATES.
@tecmark
@tecmark
@tecmark
@tecmark
@tecmark
WHAT NEXT?
@tecmark
ODDS COMPARISON?
@tecmark
FIRST DEPOSIT BONUS
COMPARISON?
@tecmark
I’M NOT SAYING IT WILL
HAPPEN.
@tecmark
BUT IT COULD
@tecmark
AND GOOGLE HAS A
TRACK RECORD
@tecmark
2015 CHALLENGES &
OPPORTUNITIES
@tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
@tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
• Paid linking tactics being hammered do...
@tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
• More noise in the content landscape an...
@tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
@tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
• Google Plus. Google h...
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
• Google Plus. Google has to mak...
THANK YOU
FOR DETAILS email arputhaselvaraj@gmail.com
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DIGITAL MARKETING 2015 -VISION

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DIGITAL MARKETING 2015 -VISION

  1. 1. Digital Marketing in 2015 A.Arputha selvaraj APMP IIM CALCUTTA
  2. 2. @tecmark A LIFETIME IN THE DIGITAL MARKETING WORLD.
  3. 3. @tecmark £2.74 BILLION FORECASTED ONLINE UK GAMBLING MARKET IN 2015 Source: http://www.gamblingdata.com/
  4. 4. @tecmark Online Brand Success Paid media Owned media Earned media
  5. 5. @tecmark OWNED AND EARNED MEDIA
  6. 6. @tecmark OWNED & EARNED SUCCESS Content Marketing SEO Social
  7. 7. @tecmark WELCOME TO THE PARTICIPATION AGE http://goo.gl/FlKUx5
  8. 8. @tecmark http://goo.gl/FlKUx5
  9. 9. @tecmark http://goo.gl/FlKUx5 CONTENT AND SOCIAL ARE ABOUT ENGAGING FANS
  10. 10. @tecmark http://goo.gl/FlKUx5 AND SEO IS ABOUT CONTENT AND SOCIAL…
  11. 11. @tecmark ORGANIC SEARCH VISIBILITY IN 2015
  12. 12. @tecmark CONTENT.
  13. 13. @tecmark CONTENT. BRANDING.
  14. 14. @tecmark CONTENT. BRANDING. MOBILE.
  15. 15. @tecmark CONTENT. BRANDING. MOBILE. SOCIAL.
  16. 16. @tecmark CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE.
  17. 17. @tecmark SOME THINGS WON’T BE MUCH DIFFERENT
  18. 18. @tecmark GOOGLE WILL STILL DOMINATE THE MARKET.
  19. 19. @tecmark
  20. 20. @tecmark
  21. 21. @tecmark THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.
  22. 22. @tecmark SEARCH ENGINES ARE SMARTER
  23. 23. @tecmark IT’S HARDER TO MANIPULATE RESULTS
  24. 24. @tecmark AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
  25. 25. @tecmark THE MODERN SEO TEAM
  26. 26. @tecmark 2015 ESSENTIALS
  27. 27. @tecmark GET MOBILE
  28. 28. @tecmark NOT JUST AN APP. YOUR WEBSITE TOO.
  29. 29. @tecmark IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. Matt Cutts of Google at Pubcon in October 2013
  30. 30. @tecmark IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER. Matt Cutts of Google at Pubcon in October 2013
  31. 31. @tecmark IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. Matt Cutts of Google at Pubcon in October 2013
  32. 32. @tecmark HAVING A MOBILE SITE IS JUST THE START.
  33. 33. @tecmark http://developers.google.com/speed/pagespeed/insights
  34. 34. @tecmark ON 19TH MARCH 2014, UX RECOMMENDATIONS CAME OUT OF BETA.
  35. 35. @tecmark http://developers.google.com/speed/pagespeed/insights
  36. 36. @tecmark MOBILE READY MEANS: • Loading quickly on mobile
  37. 37. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen
  38. 38. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see
  39. 39. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see • Enabling users to read without pinching and zooming!
  40. 40. @tecmark GOOGLE’S ALGORITHMS STILL WON’T BE GOOD ENOUGH TO STOP LINK SPAM
  41. 41. @tecmark CUE THE MANUAL ACTIONS TEAM
  42. 42. @tecmark EXPEDIA.COM
  43. 43. @tecmark HALIFAX.CO.UK
  44. 44. @tecmark MARKSANDSPENCER.COM
  45. 45. @tecmark BUT GOOGLE NEEDS LINK METRICS.
  46. 46. @tecmark OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS
  47. 47. @tecmark BRAND SIGNALS
  48. 48. @tecmark BRAND SEARCH VOLUME WILL MATTER MORE
  49. 49. @tecmark SENTIMENT
  50. 50. @tecmark SOCIAL IN 2015
  51. 51. @tecmark http://goo.gl/FlKUx5
  52. 52. @tecmark NO DIRECT IMPACT ON SEARCH RANKINGS https://www.youtube.com/watch?v=udqtSM-6QbQ
  53. 53. @tecmark BUT… http://socialmarketingwriting.com/how-to-perform-seo-on-your- website-with-social-media-infographic/
  54. 54. @tecmark DIRECT INFLUENCE ON FANS. DIRECT INFLUENCE ON SALES.
  55. 55. @tecmark 2015 OPPORTUNITY
  56. 56. @tecmark
  57. 57. @tecmark • 300 million users
  58. 58. @tecmark • 300 million users • 20 million unique monthly mobile users
  59. 59. @tecmark • 300 million users • 20 million unique monthly mobile users • 4% of European social sharing
  60. 60. @tecmark CONTENT MARKETING
  61. 61. @tecmark THE LINE BETWEEN BRANDS AND PUBLISHERS WILL BE EVEN MORE BLURRED
  62. 62. @tecmark THERE WILL BE EVEN MORE CONTENT TO COMPETE WITH
  63. 63. @tecmark BEING SEEN WILL BE TOUGHER.
  64. 64. @tecmark BUT THOSE GETTING CONTENT MARKETING RIGHT WILL LOWER THEIR CPA. http://offers.hubspot.com/2013-state-of-inbound-marketing
  65. 65. @tecmark INNOVATION IS ESSENTIAL
  66. 66. @tecmark
  67. 67. @tecmark
  68. 68. @tecmarkhttp://goo.gl/w6cvP
  69. 69. @tecmark THE FILTER BUBBLE http://www.thefilterbubble.com/
  70. 70. @tecmark MORE PAID MEDIA WILL BE USED TO LEVERAGE CONTENT MARKETING
  71. 71. @tecmark
  72. 72. @tecmark Online Brand Success Paid media Owned media Earned media
  73. 73. @tecmark WE’LL SEE MORE OF THIS…
  74. 74. @tecmark GOOGLE PLAYING THE COMPARISON SITE
  75. 75. @tecmark GOOGLE COULD BECOME A COMPETITOR FOR YOUR AFFILIATES.
  76. 76. @tecmark
  77. 77. @tecmark
  78. 78. @tecmark
  79. 79. @tecmark
  80. 80. @tecmark WHAT NEXT?
  81. 81. @tecmark ODDS COMPARISON?
  82. 82. @tecmark FIRST DEPOSIT BONUS COMPARISON?
  83. 83. @tecmark I’M NOT SAYING IT WILL HAPPEN.
  84. 84. @tecmark BUT IT COULD
  85. 85. @tecmark AND GOOGLE HAS A TRACK RECORD
  86. 86. @tecmark 2015 CHALLENGES & OPPORTUNITIES
  87. 87. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site
  88. 88. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site • Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.
  89. 89. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site • More noise in the content landscape and an increased need to compete effectively • More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences
  90. 90. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost.
  91. 91. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
  92. 92. OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well. • Content marketing, done right, lowers CPA and increases loyalty
  93. 93. THANK YOU FOR DETAILS email arputhaselvaraj@gmail.com
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