Digital Marketing Trends in 2014

December Webinar
Who you are talking
to
• Kelly Ayres
SEO Manager
Stream Companies
• Kelly.ayres@streamcompanies.com
• @streamcompanies
fac...
HASHTAG:
#streaminar
@kayellay
@streamcompanies
A Year in Review

What did we see in 2013 and what can we look forward to?
The Players
SEO
SEM
SOCIAL

MOBILE
1

Search Engine Optimization
in 2013
GOOGLE HUMMINGBIRD UPDATE

2
RISE IN QUALITY CONTENT IMPORTANCE
Where Your Focus Should be in
2014

1
SOCIAL SIGNALS

2
3
4

CONTENT STRATEGY: ANSWERING YOUR
AUDIENCE

VISUAL SERPS
LOCAL
Social Signals and the Rise of
Google+ for SEO
Do +1’s Increase Your Rankings?

“Social signals were some of our highest
correlated factors, with Google+ edging out
Face...
Google Authorship
“Within search results,
information tied to verified
online profiles will be ranked
higher than content ...
Google Authorship in 2014

If a user visits an article by an author and it seems like they’d be interested in
finding more...
Content Strategy in 2014

1•

Hire for both writing and SEO
• Measuring your most valuable pages
• TOPICS > KEYWORDS
• See...
Google Hummingbird:
Conversational Search
Answering the Audience

SEO i n 2013
How do I rank for this query?

SEO i n 2014

How can I best answer the user’s
questio...
Visual Search

*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
The Power of Local

*Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
Search Engine Marketing in
2013

1
RETARGETING CAMPAIGNS

2
ADS

PRODUCT LISTING
Search Engine Marketing: PPC
Trends in 2014

1
FULL CONVERSION VALUES

2
3
4

DYNAMIC ADVERTISING
DISPLAY SELECT NETWORKS ...
Cross-Device Conversion Insights

According to Google,
people make more than
40 million calls to
businesses each month
dir...
Dynamic Ads
On a daily basis,
15 percent of
queries submitted
have never been
seen before by
Google's search
engine.*

*sc...
Display Select Networks
GOOGLE’S
DISPLAY
NETWORK REACH

reaches
90%
online audience

of

includes
2 million
publisher site...
Facebook Exchange Integration
Screenshot
?
Remarketing
Screenshot
?
Social Trends in 2013

1

INTRODUCTION INTO IMAGE AND VIDEO

2

SOCIAL ADVERTISING

3

SOCIAL ON THE GO
Looking to 2014

1

AUDIENCE ENGAGEMENT

2

SOCIAL CONTENT STRATEGY

3

FACEBOOK’S TEENAGE WASTELAND
Social is a Necessity, Not a Luxury
THE BENEFITS OF SOCIAL IN 2014
IMPROVED SOCIAL SIGNALS
COMPANY BRANDING
IMPROVED BRAND...
Build a Community, Not a Brand
DETERMINE YOUR
AUDIENCE
FIND OUT WHAT
THEY’RE LOOKING FOR
OR TALKING ABOUT
WRITE ABOUT IT I...
A Cohesive Content Plan

SOCIAL MEDIA

AUDIENCE BUILDING

RELATIONSHIP BUILDING & ASKING
LINK BUILDING
*Source: Page Traff...
Real-Time Engagement
Narrowing the Advertising Audience
Where Is Your Audience
& What Are They
Consuming?
The Mass Exodus of Teens from
Facebook WHERE ARE THEY
GOING?
Social You Can See
37% OF CONSUMER
MEDIA CONSUMPTION
ALREADY TAKES PLACE
ON MOBILE DEVICES.

*Source: Page Traffic Buzz, 2...
Moving Towards Mobile

1

MOBILE’S SEARCH ALGORITHM

2

MOBILE RETARGETING
Ranking Factors for Mobile Sites
• FLASH
• HOMEPAGE ROUTING
• SITE SPEED

*Source: MarkIt Soultions, Digital Marketing Tre...
Using Mobile Cookies to Target
Previous Customers
MAIN ISSUE:
LIMITED
SCALE

Settingcompatible
devices
represent
less than...
Thank you
Watch for the Replay!
twitter.com/streamcompanies
facebook.com/streamco
email:
Kelly.ayres@streamcompanies
twitt...
Digital marketing trends in 2014
Digital marketing trends in 2014
Upcoming SlideShare
Loading in...5
×

Digital marketing trends in 2014

754

Published on

Learn about what's trending in marketing in this presentation by Kelly Ayres, SEO Manager at Stream Companies.

Published in: Marketing, Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
754
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
56
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • *Source: Moz Search Ranking Factors 2013
  • *Source: The New Digital Age, Eric Schmidt and Jared Cohen
  • *Source: Matt McGee, Search Engine Land
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
  • *Source: MarketingProfs
  • *Source: CNET NEWS
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
    *Source: Cisco
  • *Source: MarkIt Soultions, Digital Marketing Trends for 2014*Source: Google
  • Digital marketing trends in 2014

    1. 1. Digital Marketing Trends in 2014 December Webinar
    2. 2. Who you are talking to • Kelly Ayres SEO Manager Stream Companies • Kelly.ayres@streamcompanies.com • @streamcompanies facebook.com/streamco • http://streamcompanies.com
    3. 3. HASHTAG: #streaminar @kayellay @streamcompanies
    4. 4. A Year in Review What did we see in 2013 and what can we look forward to?
    5. 5. The Players SEO SEM SOCIAL MOBILE
    6. 6. 1 Search Engine Optimization in 2013 GOOGLE HUMMINGBIRD UPDATE 2 RISE IN QUALITY CONTENT IMPORTANCE
    7. 7. Where Your Focus Should be in 2014 1 SOCIAL SIGNALS 2 3 4 CONTENT STRATEGY: ANSWERING YOUR AUDIENCE VISUAL SERPS LOCAL
    8. 8. Social Signals and the Rise of Google+ for SEO
    9. 9. Do +1’s Increase Your Rankings? “Social signals were some of our highest correlated factors, with Google+ edging out Facebook and Twitter.”* *Source: Moz Search Ranking Factors 2013
    10. 10. Google Authorship “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results.* *Source: The New Digital Age, Eric Schmidt and Jared Cohen
    11. 11. Google Authorship in 2014 If a user visits an article by an author and it seems like they’d be interested in finding more articles by this author, when they click the “Back” button to return to the results page, Google will show more results by that author. *Source: Matt McGee, Search Engine Land
    12. 12. Content Strategy in 2014 1• Hire for both writing and SEO • Measuring your most valuable pages • TOPICS > KEYWORDS • Seek out high-quality partners for linking
    13. 13. Google Hummingbird: Conversational Search
    14. 14. Answering the Audience SEO i n 2013 How do I rank for this query? SEO i n 2014 How can I best answer the user’s question?
    15. 15. Visual Search *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
    16. 16. The Power of Local *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
    17. 17. Search Engine Marketing in 2013 1 RETARGETING CAMPAIGNS 2 ADS PRODUCT LISTING
    18. 18. Search Engine Marketing: PPC Trends in 2014 1 FULL CONVERSION VALUES 2 3 4 DYNAMIC ADVERTISING DISPLAY SELECT NETWORKS Paid results REMARKETING *Source: MarketingProfs account for 64.6% of clicks for keyword searches that imply high
    19. 19. Cross-Device Conversion Insights According to Google, people make more than 40 million calls to businesses each month directly from its ads Plans for the future: Adding more conversion types PHONE CALLS IN-STORE VISITS
    20. 20. Dynamic Ads On a daily basis, 15 percent of queries submitted have never been seen before by Google's search engine.* *screenshot of categories function *Source: CNET NEWS
    21. 21. Display Select Networks GOOGLE’S DISPLAY NETWORK REACH reaches 90% online audience of includes 2 million publisher sites MAJOR COMPLAINTS FROM ADVERTISERS ABOUT DISPLAY TESTING IN 2013 Display networks don’t pull in direct response like search can Some AdSense sites are poor quality There aren’t enough targeting options
    22. 22. Facebook Exchange Integration Screenshot ?
    23. 23. Remarketing Screenshot ?
    24. 24. Social Trends in 2013 1 INTRODUCTION INTO IMAGE AND VIDEO 2 SOCIAL ADVERTISING 3 SOCIAL ON THE GO
    25. 25. Looking to 2014 1 AUDIENCE ENGAGEMENT 2 SOCIAL CONTENT STRATEGY 3 FACEBOOK’S TEENAGE WASTELAND
    26. 26. Social is a Necessity, Not a Luxury THE BENEFITS OF SOCIAL IN 2014 IMPROVED SOCIAL SIGNALS COMPANY BRANDING IMPROVED BRAND AWARENESS WORD-OF-MOUTH ADVERTISING INCREASED CUSTOMER LOYALTY AND TRUST IMPROVED AUDIENCE REACH AND INFLUENCE
    27. 27. Build a Community, Not a Brand DETERMINE YOUR AUDIENCE FIND OUT WHAT THEY’RE LOOKING FOR OR TALKING ABOUT WRITE ABOUT IT IN A WAY THAT IS: EDUCATIONAL ENTERTAINING INFORMATIVE
    28. 28. A Cohesive Content Plan SOCIAL MEDIA AUDIENCE BUILDING RELATIONSHIP BUILDING & ASKING LINK BUILDING *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
    29. 29. Real-Time Engagement
    30. 30. Narrowing the Advertising Audience Where Is Your Audience & What Are They Consuming?
    31. 31. The Mass Exodus of Teens from Facebook WHERE ARE THEY GOING?
    32. 32. Social You Can See 37% OF CONSUMER MEDIA CONSUMPTION ALREADY TAKES PLACE ON MOBILE DEVICES. *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014
    33. 33. Moving Towards Mobile 1 MOBILE’S SEARCH ALGORITHM 2 MOBILE RETARGETING
    34. 34. Ranking Factors for Mobile Sites • FLASH • HOMEPAGE ROUTING • SITE SPEED *Source: MarkIt Soultions, Digital Marketing Trends for 2014 *Source: Google “To deliver the best experience and keep the visitor engaged, our guidelines focus on rendering some content, known as the above-the-fold content, to users in one second (or less) while the rest of the page continues to load and render in the
    35. 35. Using Mobile Cookies to Target Previous Customers MAIN ISSUE: LIMITED SCALE Settingcompatible devices represent less than 20% of devices in the market
    36. 36. Thank you Watch for the Replay! twitter.com/streamcompanies facebook.com/streamco email: Kelly.ayres@streamcompanies twitter: @kayellay
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×