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Digital marketing trends in 2014
 

Digital marketing trends in 2014

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

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

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  • *Source: Moz Search Ranking Factors 2013 <br />
  • *Source: The New Digital Age, Eric Schmidt and Jared Cohen <br />
  • *Source: Matt McGee, Search Engine Land <br />
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014 <br />
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014 <br />
  • *Source: MarketingProfs <br />
  • *Source: CNET NEWS <br />
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014 <br />
  • *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for 2014 <br /> *Source: Cisco <br />
  • *Source: MarkIt Soultions, Digital Marketing Trends for 2014*Source: Google <br />

Digital marketing trends in 2014 Digital marketing trends in 2014 Presentation Transcript

  • Digital Marketing Trends in 2014 December Webinar
  • Who you are talking to • Kelly Ayres SEO Manager Stream Companies • Kelly.ayres@streamcompanies.com • @streamcompanies facebook.com/streamco • http://streamcompanies.com
  • 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 Facebook and Twitter.”* *Source: Moz Search Ranking Factors 2013
  • 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
  • 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
  • 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
  • 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 question?
  • 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 Paid results REMARKETING *Source: MarketingProfs account for 64.6% of clicks for keyword searches that imply high
  • 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
  • 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
  • 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
  • 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 AWARENESS WORD-OF-MOUTH ADVERTISING INCREASED CUSTOMER LOYALTY AND TRUST IMPROVED AUDIENCE REACH AND INFLUENCE
  • 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
  • A Cohesive Content Plan SOCIAL MEDIA AUDIENCE BUILDING RELATIONSHIP BUILDING & ASKING LINK BUILDING *Source: Page Traffic Buzz, 20 Captivating Digital Marketing Statistics for
  • 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, 20 Captivating Digital Marketing Statistics for 2014
  • 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 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
  • Using Mobile Cookies to Target Previous Customers MAIN ISSUE: LIMITED SCALE Settingcompatible devices represent less than 20% of devices in the market
  • Thank you Watch for the Replay! twitter.com/streamcompanies facebook.com/streamco email: Kelly.ayres@streamcompanies twitter: @kayellay