WELCOME TO:
END-OF-YEAR DIGITAL REVIEW
WE’RE TALKING ABOUT…
•
•
•
•
•
•
•

2013 predictions
Mobile
Search
Analytics
Email
Social
2014 predictions
PREDICTIONS IN 2013
2013
"THE END OF THE DIGITAL BEGINNING" - MARKETING NOT DIGITAL MARKETING
TRUE CROSS-CHANNEL MARKETING - RIGHT MESSAGE AT ...
MOBILE
UK MOBILE LANDSCAPE
OVER 30 MILLION SMARTPHONES = 60% OF ALL PHONE USERS = 48%
OF THE POPULATION
3 OUT OF 4 ADULTS BY 2016...
SAMSUNG V APPLE
8/10 PHONES SOLD USE ANDROID
AS THEIR OS
APPLE‘S SHARE IS DECREASING
1BTH APP DOWNLOADED
THE GROWTH IN MOBILE
THE GROWTH IN MOBILE
Mobile traffic in ExaBytes

6.3

Mobile traffic grew 150% from 2010-2011
Mobile traffic will grow 2,5...
FOR 2014…
• Monitor mobile traffic – growth will start to hit you

• Plan for it. Think about if you need:
– Mobile site/r...
SEARCH
ALGORITHM UPDATES 2013
Payday Loan
Update
11th June
Phantom
9th May

Multi-week
Update
27th June

Domain
crowding
21st May...
PENGUIN
PENALISED OVER-OPTIMISED BACKLINKS

CAN FIGHT IT BY REVIEWING AND AMENDING BACKLINKS
ONLY BUILD HIGH-QUALITY, RELE...
HUMMINGBIRD
BIGGEST CHANGE IN 10 YEARS – NEW ALGORITHM

MORE ACCURATE – CONVERSATIONS, MOBILE, LOCAL
YOU MAY NOT SEE A CHA...
“hotels Spain”

“HOTEL” IS NO
LONGER USED AS
A QUERY
“what are the best Barcelona hotels to stay in”
GOOGLE VOICE SEARCH

http://www.youtube.com/watch?v=n2ZUSPecPRk
SEO FUNDAMENTALS
On page optimisation
Quality website
Quality content

“IN GENERAL, WEBMASTERS CAN IMPROVE
THE RANK OF THE...
CHANGES TO SERPS
More information on topics upfront
Details on how to achieve this status
are on:
http://googlewebmasterce...
CHANGES TO SERPS
Knowledge Graph
integrates with Google+

Recent posts
FOR 2014…
• There will be Algorithm changes – follow quality guidelines

• Paid search should be part of your budget
• Kee...
ANALYTICS
RISE OF (NOT PROVIDED)

75%

OF ORGANIC SEARCH – LIKELY TO BE 100% IN THE FUTURE

GOOGLE IS PUSHING USERS TO PAID SEARCH

...
WHAT CAN I DO?
LOOK AT PAGE PERFORMANCE:
• TRAFFIC VOLUMES
• BOUNCE RATES
CHECK RANKINGS REGULARLY
USE ADWORDS DATA FOR VO...
UNIVERSAL ANALYTICS
CHANGE IN THE WAY DATA IS COLLECTED – HAS ALLOWED GOOGLE TO
ADD NEW FEATURES
MORE FLEXIBLE – CAN MANIP...
R.I.P. IE8
NO SUPPORT IN GOOGLE ANALYTICS FROM 2014
FOR 2014…
• Get to grips with Universal Analytics

• Combine sources to understand what keywords are working
• Monitor int...
EMAIL
EMAIL ISN’T DEAD
GETS MORE CUSTOMERS THAN SOCIAL MEDIA
POWERFUL REFERRAL TOOL
RESPONSIVE EMAIL

50%
WHY EMAIL?
WHY EMAIL?
FOR 2014…
• Keep emailing

• Get responsive
ADVERTISING
CROSS-DEVICE CONVERSIONS
ADWORDS IMAGE EXTENSIONS
ADWORDS READY CREATIVES
TWITTER - PROMOTING
TWITTER ANALYTICS
CREATING REVENUE
FOR 2014…
• Put budget aside for advertising

• Experiment with different types to gain valuable data
SOCIAL
IMAGES TREND
Snapchat
Embedded tweets

70 million users
80% women
Outperforms Facebook for
referrals
INSTANT MESSAGING

THE NEW TREND
INSTANT MESSAGING
Path
Kik
WhatsApp
LINE
KakaoTalk
Viber
Snapchat

5-10 million
10-50 million
100-500 million
50-100 milli...
SEARCH WITH A HASHTAG

#UNFAIR?
ENHANCING CONTENT
Pinterest and Yahoo ! are hiring senior
content/news executives
Expanded article pins gives written
cont...
GOOGLE+
• New sharing pins
• Redesigned itself
• Gaining more users though
doubts over the figures of
actual users
GOOGLE+ REDESIGN
GOOGLE+ YOUTUBE COMMENTS
GOOGLE+ IN ASCENDANCE
VINSTAGRAM
LINKEDIN SHOWCASE PAGES
Use them to highlight
specific areas of your
business
Content driven
LINKEDIN RICH MEDIA

Can now add video, images
and presentations
Share content with contacts
Demonstrate skills and
experi...
FOR 2014…
• Remember the importance of images

• Get your Google+ house in order
PREDICTIONS
2014
“REAL-TIME MARKETING" – RESPONDING AS THINGS HAPPEN
MOBILE WILL DOMINATE SOCIAL
SOCIAL AD SPEND WILL ROCKET
MYSPACE W...
TIPS FOR 2014
MOBILE – CHECK TRAFFIC REGULARLY, LOOK FORWARD, PLAN
SEARCH – ALLOCATE BUDGET FOR ADS
ADVERTISING – EXPERIME...
THANKS FOR LISTENING 
RECOMMENDED READING
Google Penguin 2.0 Launched
http://www.minttwist.com/blog/2013/05/31/google-penguin-2-0-launched/

Goo...
RECOMMENDED READING
Google Starts Supporting Google+ Hashtags In Search Queries
http://techcrunch.com/2013/09/25/google-st...
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End of year digital review: what happened and predictions for 2014

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Our end of year digital review looked at the key events and trends in 2013 and what will happen in 2014.

2013 has been an interesting year. Mobile has become an even more dominant force and challenging companies to rethink their digital strategies. We've also seen significant changes in search with Penguin and Hummingbird, and in social media as these platforms seek to create new income streams with advertising.

The presentation covers:
Mobile
Search
Analytics
Email
Advertising
Social

Published in: Marketing, Technology, Business
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End of year digital review: what happened and predictions for 2014

  1. 1. WELCOME TO: END-OF-YEAR DIGITAL REVIEW
  2. 2. WE’RE TALKING ABOUT… • • • • • • • 2013 predictions Mobile Search Analytics Email Social 2014 predictions
  3. 3. PREDICTIONS IN 2013
  4. 4. 2013 "THE END OF THE DIGITAL BEGINNING" - MARKETING NOT DIGITAL MARKETING TRUE CROSS-CHANNEL MARKETING - RIGHT MESSAGE AT THE RIGHT TIME CONTENT IS KING – ESPECIALLY FOR B2B 3D PRINTING TO REVOLUTIONISE THE WORLD BIG DATA BREAKTHROUGHS GOOGLE+ TO BECOME MORE RELEVANT VISUAL CONTENT TO DRIVE SOCIAL MEDIA ACTIVITY
  5. 5. MOBILE
  6. 6. UK MOBILE LANDSCAPE OVER 30 MILLION SMARTPHONES = 60% OF ALL PHONE USERS = 48% OF THE POPULATION 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP FASTEST GROWING GROUP 55+
  7. 7. SAMSUNG V APPLE 8/10 PHONES SOLD USE ANDROID AS THEIR OS APPLE‘S SHARE IS DECREASING 1BTH APP DOWNLOADED
  8. 8. THE GROWTH IN MOBILE
  9. 9. THE GROWTH IN MOBILE Mobile traffic in ExaBytes 6.3 Mobile traffic grew 150% from 2010-2011 Mobile traffic will grow 2,525% in six years 3.8 2.2 0.24 2010 0.6 1.2 2011 2012 2013 http://www.datacenterknowledge.com/archives/2011/02/07/the-mobile-traffic-explosion-and-its-impact/ 2014 2015
  10. 10. FOR 2014… • Monitor mobile traffic – growth will start to hit you • Plan for it. Think about if you need: – Mobile site/responsive design – App • Remember cross-platform user engagement
  11. 11. SEARCH
  12. 12. ALGORITHM UPDATES 2013 Payday Loan Update 11th June Phantom 9th May Multi-week Update 27th June Domain crowding 21st May Panda #24 22nd Jan JAN Knowledge Graph expansion 19th July JUNE Panda #25 14th March Penguin 2.0 nd May 22 Panda Dance 11th June Unnamed update 14th Nov Hummingbird 20th August DEC Unnamed update 26th July Panda Recovery 18th July Penguin 2.1 4th October
  13. 13. PENGUIN PENALISED OVER-OPTIMISED BACKLINKS CAN FIGHT IT BY REVIEWING AND AMENDING BACKLINKS ONLY BUILD HIGH-QUALITY, RELEVANT BACKLINKS
  14. 14. HUMMINGBIRD BIGGEST CHANGE IN 10 YEARS – NEW ALGORITHM MORE ACCURATE – CONVERSATIONS, MOBILE, LOCAL YOU MAY NOT SEE A CHANGE IF YOU ARE ALREADY ADHERING TO GOOGLE’S QUALITY GUIDELINES
  15. 15. “hotels Spain” “HOTEL” IS NO LONGER USED AS A QUERY “what are the best Barcelona hotels to stay in”
  16. 16. GOOGLE VOICE SEARCH http://www.youtube.com/watch?v=n2ZUSPecPRk
  17. 17. SEO FUNDAMENTALS On page optimisation Quality website Quality content “IN GENERAL, WEBMASTERS CAN IMPROVE THE RANK OF THEIR SITES BY CREATING HIGH-QUALITY SITES THAT USERS WILL WANT TO USE AND SHARE.”
  18. 18. CHANGES TO SERPS More information on topics upfront Details on how to achieve this status are on: http://googlewebmastercentral.blogs pot.co.uk/2013/08/in-depth-articlesin-search-results.html
  19. 19. CHANGES TO SERPS Knowledge Graph integrates with Google+ Recent posts
  20. 20. FOR 2014… • There will be Algorithm changes – follow quality guidelines • Paid search should be part of your budget • Keep your Google business and Google+ page up-to-date • Try to understand website conversion/ engagement rates – Google is using this as a factor in its algorithm • Keep your website up-to-date and fresh
  21. 21. ANALYTICS
  22. 22. RISE OF (NOT PROVIDED) 75% OF ORGANIC SEARCH – LIKELY TO BE 100% IN THE FUTURE GOOGLE IS PUSHING USERS TO PAID SEARCH OTHER SEARCH ENGINES ARE AVAILABLE!
  23. 23. WHAT CAN I DO? LOOK AT PAGE PERFORMANCE: • TRAFFIC VOLUMES • BOUNCE RATES CHECK RANKINGS REGULARLY USE ADWORDS DATA FOR VOLUME INFORMATION USE GOOGLE TRENDS
  24. 24. UNIVERSAL ANALYTICS CHANGE IN THE WAY DATA IS COLLECTED – HAS ALLOWED GOOGLE TO ADD NEW FEATURES MORE FLEXIBLE – CAN MANIPULATE CODE COLLECT DATA FROM ANY DIGITAL DEVICE, E.G. GAMES CONSOLES GOOGLE IS LOOKING BEYOND THE WEB
  25. 25. R.I.P. IE8 NO SUPPORT IN GOOGLE ANALYTICS FROM 2014
  26. 26. FOR 2014… • Get to grips with Universal Analytics • Combine sources to understand what keywords are working • Monitor international traffic • Keep an eye on traffic sources – understand where your clients are finding you
  27. 27. EMAIL
  28. 28. EMAIL ISN’T DEAD GETS MORE CUSTOMERS THAN SOCIAL MEDIA POWERFUL REFERRAL TOOL
  29. 29. RESPONSIVE EMAIL 50%
  30. 30. WHY EMAIL?
  31. 31. WHY EMAIL?
  32. 32. FOR 2014… • Keep emailing • Get responsive
  33. 33. ADVERTISING
  34. 34. CROSS-DEVICE CONVERSIONS
  35. 35. ADWORDS IMAGE EXTENSIONS
  36. 36. ADWORDS READY CREATIVES
  37. 37. TWITTER - PROMOTING
  38. 38. TWITTER ANALYTICS
  39. 39. CREATING REVENUE
  40. 40. FOR 2014… • Put budget aside for advertising • Experiment with different types to gain valuable data
  41. 41. SOCIAL
  42. 42. IMAGES TREND Snapchat Embedded tweets 70 million users 80% women Outperforms Facebook for referrals
  43. 43. INSTANT MESSAGING THE NEW TREND
  44. 44. INSTANT MESSAGING Path Kik WhatsApp LINE KakaoTalk Viber Snapchat 5-10 million 10-50 million 100-500 million 50-100 million 50-100 million 100-500 million 10-50 million
  45. 45. SEARCH WITH A HASHTAG #UNFAIR?
  46. 46. ENHANCING CONTENT Pinterest and Yahoo ! are hiring senior content/news executives Expanded article pins gives written content more prominence
  47. 47. GOOGLE+ • New sharing pins • Redesigned itself • Gaining more users though doubts over the figures of actual users
  48. 48. GOOGLE+ REDESIGN
  49. 49. GOOGLE+ YOUTUBE COMMENTS
  50. 50. GOOGLE+ IN ASCENDANCE
  51. 51. VINSTAGRAM
  52. 52. LINKEDIN SHOWCASE PAGES Use them to highlight specific areas of your business Content driven
  53. 53. LINKEDIN RICH MEDIA Can now add video, images and presentations Share content with contacts Demonstrate skills and experience
  54. 54. FOR 2014… • Remember the importance of images • Get your Google+ house in order
  55. 55. PREDICTIONS
  56. 56. 2014 “REAL-TIME MARKETING" – RESPONDING AS THINGS HAPPEN MOBILE WILL DOMINATE SOCIAL SOCIAL AD SPEND WILL ROCKET MYSPACE WILL RETURN IMAGES V TEXT – MORE IMAGES WILL BE SHARED THAN WORDS CHIEF CONTENT OFFICER – CONTENT TAKES ITS PLACE AT THE TABLE GOOGLE+ WILL BECOME ESSENTIAL FOR B2B
  57. 57. TIPS FOR 2014 MOBILE – CHECK TRAFFIC REGULARLY, LOOK FORWARD, PLAN SEARCH – ALLOCATE BUDGET FOR ADS ADVERTISING – EXPERIMENT CONTENT – HIGH-QUALITY, FORMAT FOR THE CHANNEL GOOGLE+ - IF YOU’RE NOT USING IT, START
  58. 58. THANKS FOR LISTENING 
  59. 59. RECOMMENDED READING Google Penguin 2.0 Launched http://www.minttwist.com/blog/2013/05/31/google-penguin-2-0-launched/ Google Hummingbird: What will the impact be on my company's website? http://www.minttwist.com/blog/2013/11/12/google-hummingbird-what-will-the-impact-be-on-my-companys-website/ When Keyword (not provided) is 100 Percent of Organic Referrals, What Should Marketers Do? http://moz.com/blog/100-percent-keyword-not-provided-whiteboard-tuesday Which Version of Google Analytics Is Right For You? http://www.cardinalpath.com/which-version-of-google-analytics-is-right-for-you-determine-whether-you-should-upgrade-touniversal-analytics/ Smartphone sales account for more than half of global mobile phone market http://www.telegraph.co.uk/technology/mobile-phones/10448819/Smartphone-sales-account-for-more-than-half-of-globalmobile-phone-market.html Google In-Depth Articles Goes Live, Here Is How To Be Included http://www.seroundtable.com/google-in-depth-articles-17191.html
  60. 60. RECOMMENDED READING Google Starts Supporting Google+ Hashtags In Search Queries http://techcrunch.com/2013/09/25/google-starts-supporting-google-hashtags-in-search-queries/ Stream Social Q2 2013: Global Report https://www.globalwebindex.net/Stream-Social-webinar Create beautiful, engaging display ads in seconds with Ready Creatives http://adwords.blogspot.co.uk/2013/09/create-beautiful-engaging-display-ads.html Experts outline key brand marketing trends in 2014 http://www.theguardian.com/guardian-professional/media-network-blog/2013/nov/27/experts-brand-marketing-trends-2014 What Will Be Trending in Social Marketing in 2014? http://socialmediatoday.com/stephen86/1946926/what-will-be-trending-social-marketing-2014 The Top 7 Content Marketing Trends That Will Dominate 2014 http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/3/
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