Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends


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Emerging trends in social media and mobile marketing are sparking tremendous demand for key digital marketing talent. Despite these trends, only 16 percent of businesses say they have the right people in place for their digital marketing needs. In this interactive presentation, you'll hear about these intriguing new trends and the key roles needed to capitalize on these new opportunities.

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  • Over the last 20 years and especially the last 15 Marketers have seen un-paralleled growth. Until the 1970’s Marketers only had to be experts in a few select Medium.PrintTVRadioDisplayWith the advent of the computer our jobs have changed significantly. If you look at the chart above you will see how segmented and diversified marketers must be to address the challenges. Beginning in 1980 the marketing world began to change and accelerate with the advent of the personal computer. No longer did design work have to be done in big printing houses they could now be done at your desk.From there the marketing departments began to expand and diversify.The next major breakthrough was in 1995 with AOL and yahoo which began the digital explosion which includes Google and the rise of SEM and SEO to Facebook, MySpace and linked in which began the push to Social networks and finally Twitter which gives consumers a new voice.
  • Lets take a closer look at the last 10 years. As we just talked about on the last slide, we only had to worry about a few marketing channels. Now look at the landscape.We have Google, Yahoo, Facebook, Phone Aps, Tablets, Mobile, twitter. Marketing messaging is no longer just in the hands of a corporation it happens real time.The web becomes a predominate tool for marketers and it creates the need for hyper segmentation and specializationBusiness begin to use these tools to become more effective in reaching both internal and external audiencesSoftware becomes more advanced and cloud computing changes the way we share informationHardware and technology moves from large buildings to a singe server while broadband changes the speed we work and interactMobile is gaining momentum and now we have yet another way to reach our audienceFinally The economy really becomes global and marketing is no longer isolated to geography.The question then becomes what do we do with all this information and what are the trends that have come out of this
  • The first major trend is that SEO and Social Media have convergedPeople no longer just Google to find what they need. They seek advice through their Facebook and LinkedIn networks.They crowd source through Twitter. They peruse consumer ranking sites like Yelp. They check in on Foursquare.If you look at the chart above you will see that Social networks have almost caught up to Search engine for internet visits. The means that people are getting information from different places then just traditional sitesOur next example will highlight this
  • In November I was booking a hotel in London and I was searching for a great location and good price. The first thing I did was to go to Google and put in hotels around the office. In the very first position both in SEO and SEM I found what I thought was going to be the perfect place. It was in my price range and in the perfect location to where I wanted to be.I was about to book the room when I realized that the picture above was the only real clear picture on the site so I decided to do more research and I am so glad that I did. I went to trip advisor which was the 3rd link in my search and saw some of the worst reviews on the site. Obviously because of the shared experiences I did not book the room.The thing that was interesting if this was 3 years ago, I would have ended up in a place that one person called the worst hotel ever. The hotel was great at SEO and SEM but were terrible at SMO. The did not have any response to the comments from the guest and the 3rd, 5th, 6th and 10 results in the search were negative comments about the experience.Having the right strategy so you are not in this situation is key to success.
  • Across regions, mobile browsing and application usage is growing in the range of 7–9 percentage points per year.A study conducted in 2010 showed that thirty-six percent of mobile-using Americans and 29 percent of Europeans browsed the mobile Web in the three months ending December 2010. A growing number of businesses are seeking consultants who can help them develop mobile marketing campaigns. They want designers and developers to create mobile application creation, and advice from marketers on developing location-based marketing, QR codes, and more, to connect with mobile customers.
  • But its not just apple. Android phones are on the rise. If you look at 2010 the android phones passed apple and the trends show that that will continue through 2014 Each phone Android, Apple, RIM, Nokia and windows all used different type of applications that are not standard. Prioritizing which medium you use will be dependent on your user base.
  • User experience (UX) experts are being sought out like never before, as businesses look to improve cross-channel customer engagement. Navigating the vast array of mobile devices, platforms, and operating systems has made marketing delivery extremely complex. For example, pixel sizes on standard monitors used to dictate design specifications, yet mobile platforms have vastly different load times and limitations. A video may display flawlessly on a laptop or iPad, but experience jitter on a Droid phone, for example. Likewise, some applications like Flash simply won’t run on devices like iPhones.This confusing array of issues makes it difficult to ensure a consistent customer experience
  • But lets take the next step. Users now can look at real time posting and what users are saying about the brand. This new area becomes important as part of the SMO strategy. How much of this can you/ do you want to control. Over the next few years these are going to become more integrated in to the search engines
  • Today we reviewed the top trends that are happening todayThe convergence of SEO and Search,Mobile MarketingIntegrated user experience.We hope that this and the over view of the type of people you need to execute on these trends will give you insight on how to begin to build towards the future.
  • Aquent/AMA Webcast: Successfully Tackling Emerging Marketing Trends

    1. 1. Successfully Tackling Emerging Marketing TrendsEmerging marketing key trends discussed in this webcast presented by Eric Waldinger, SVP, Group Managing Director of Aquent are...<br />> Social Media: Social networks have almost caught up with search engines for Internet visits, with 70 percent of Internet users reporting that online reviews influence their buying decisions. Brands need to be strong in SEO, SEM, and SMO (social media optimization). <br />> Mobile Marketing: In 2014, mobile Internet usage is expected to overtake desktop Internet usage. This is compelling brands across all verticals to invest in mobile marketing that engages consumers in new and interesting ways. <br />
    2. 2. 2011 Emerging Trends<br />
    3. 3. Agenda<br />The new marketing challenges for advertisers<br />5 new job types to meet the challenges<br />UX designer<br />UI designer<br />Social media planner<br />Integrated search manager<br />Analytics manager<br />Conclusion<br />Questions<br />
    4. 4.
    5. 5.
    6. 6. 3<br />Major Trends<br />
    7. 7. Convergence of SEO and Social Media<br />Source: Experian Hitwise<br />
    8. 8. Convergence of SEO and Social Media<br />VS. <br />
    9. 9. Top 10 Visited US Websites<br />Websites for the industry “all categories,” ranked by visits for the week ending 09/03/2011.<br />Visit Share<br />
    10. 10. Convergence: Most Reliable Source of Information<br />50%<br />Internet<br />23%<br />TV<br />13%<br />Newspapers<br />
    11. 11. #2 Mobile Marketing<br />Stores:<br />Windows Marketplace Windows Mobile<br />App StoreApple iPhone<br />Android MarketGoogle Android<br />Software StorePalm<br />App WorldBlackberry<br />App CatalogPalm/HP<br />Launched:Jul 10, 2008<br />Launched:Oct 22, 2008<br />Launched:Dec 16, 2008<br />Launched:Apr 1, 2009<br />Launched:June 6, 2009<br />Launched:June 6, 2009<br />225,000 Apps<br />70,000 Apps<br />5,000 Apps<br />2,779 Apps<br />2,000 Apps<br />1,083 Apps<br />On these six stores, more than 305,862 apps are available<br />
    12. 12. Mobile Marketing<br />There is a life after the iPhone!<br />Apple’s activations are up to 300,000 per day,<br />according to Steve Jobs. <br />Same figures for Android, accordingto Google. <br />
    13. 13. Mobile Marketing<br />Yes, there is life after the iPhone!<br />Android already eclipsed Apple’s OS.<br />50<br />45<br />40<br />35<br />30<br />25<br />20<br />15<br />10<br />5<br />0<br />Research In Motion<br />Android<br />Apple<br />Microsoft<br />2009<br />2010<br />2011<br />2014<br />Source: Gartner<br />
    14. 14. Mobile Marketing<br />Over the last 5 years, mobile marketing has turned from a nice to have to a must have. <br />2006<br />2011<br /><ul><li>Tactical approach
    15. 15. Tests of the mobile media
    16. 16. Messaging, still banners, mini-sites
    17. 17. Strategic approach
    18. 18. Integrated digital strategies
    19. 19. Dedicated teams, sites, applications, creation, UX</li></ul>Within 3 to 5 years users will connect to the Internet with mobile devices more than with personal computers.<br />Source: Morgan Stanley, Nielsen, Cisco<br />
    20. 20. Integrated User Experiences<br />VS. <br />
    21. 21. Integrated User Experiences <br />1<br />2<br />3<br />5<br />4<br />6<br />
    22. 22. UX Designer<br />
    23. 23. UX Designer<br />Objective:<br /><ul><li>To create a process that is easy for the end users to navigate
    24. 24. Make it easy for a user to take the action that is most beneficial to the company</li></ul>Role:<br /><ul><li>Create personas, scenarios, or storyboards to communicate user behaviors, motivations, and goals
    25. 25. Create content organizations and information architectures
    26. 26. Model user behavior and interactions through process diagrams, task flows or interaction diagrams</li></ul>Action:<br /><ul><li>Create the optimal user experience
    27. 27. Create a flow that sends the user to take the best action</li></li></ul><li>UX Designer<br />External Communities<br />The User<br />Internet<br />Internal Communities<br />Web Analytics<br />Mobile<br />UX Designer<br />
    28. 28. UI Designer<br />
    29. 29. UI Designer<br />2<br />Objective:<br />Facilitate the user’s path<br />Create branding and consistent look and feel<br />Role:<br />Participate in the design and implementation of interface<br />Design the structure, taxonomies and navigation of the systems from the most effective point of view for the users<br />Websites, mobile, widgets, mobile applications<br />Action:<br />Create best converting sites<br />Design based off brand<br />1<br />3<br />
    30. 30. UI Designer<br />Semantic<br />Brand Identity<br />Technology<br />Visual Design<br />User Profile<br />Digital Ergonomics<br />UI Designer<br />
    31. 31. UI Designer: Wireframe<br />
    32. 32. UI Designer : maps<br />Functional Map<br />Wireframe<br />Start<br />Anotherroute?<br />No<br />Yes<br />Select a route that crossesthe destination exit's edge<br />Project vectors from the shoved route'sjoints on the previous and next edges<br />Identify a line PLF<br />Lastroute?<br />Yes<br />Add generated PLF'sif generated more than one<br />END<br />
    33. 33. UX or UI?<br />
    34. 34. UX or UI ? <br />HTML/CSS<br />Monitor creation for design<br />Analyze Plan<br />Create Wire frames and mock ups <br />Prototype different apps<br />Support the technical implementation<br />Create maps and flow<br />Profile Users and Personas<br />UX<br />UX<br />UI<br />Integrating a UI designer upstream of the design improves the profitability of projects (quality / time)<br />
    35. 35. Social Media Manager<br />
    36. 36. Social Media Manager<br />Objective:<br />Grow the brand on social networks<br />Integrate social media marketing to global marketing strategy<br />Role:<br />Coordinate all spontaneous communities that talk about the brand<br />Building and managing brand communities on social networks<br />Action:<br />Create communities<br />Create and distribute branded messages<br />Provide support for the communities<br />Measure the results<br />
    37. 37. Social Media Managers<br />External Communities<br />Marketing<br />Internet <br />Communities<br />Internal Communication<br />Reaction<br />Respond to Questions/ Concerns<br />Social Media<br />Manager<br />
    38. 38. Social Media Manager<br />Quantitative:<br />Number of communities, community size, growth rate of communities, native or created<br />Number of discussions, videos, views, votes, photos posted, shared content, frequency of exchange<br />Evolution of the position in search engines (SMO)<br />Qualitative:<br />Evolution of branding<br />Provide consumer information on products / services<br />
    39. 39. Integrated Search Manager<br />
    40. 40. Integrated Search Manager<br />Objective:<br />Increase website traffic & brand communities.<br />Generate leads (basket, number of e-commerce purchases, number of visits)<br />Ultimately improve the ROI of the digital brand<br />Responsibilities:<br />Design and implement the acquisition strategy of traffic:<br />SEO<br />SEM<br />SMO<br />
    41. 41. Integrated Search Manager<br />1<br />2<br />SEO<br />SEM<br />3<br />SMO<br />
    42. 42. Integrated Search Manager<br />
    43. 43.
    44. 44. Social Networks<br />SEM<br />Marketing<br />Tracking<br />SEO<br />Web Development<br />Search Manager<br />Integrated Search Manager<br />
    45. 45. Analytics Manager<br />
    46. 46. Analytics Manager<br />Objective:<br />Improve the performance of a digital projects and the results of a project / brand / business on the web<br />Responsibilities:<br />Measure: performance depending on the purpose of each site / operation<br />Analyze: the levers for improvement<br />Optimize: profitability (recommend improvements to traffic teams / search / development)<br />Expertise:<br />Analyze the behavior of visitors to a website (user experience)<br />Analyze of databases and statistics<br />Select KPIs and measurement tools web (certification required)<br />Recommend guidelines<br />Integration of data obtained in the global monitoring tools and transverse of the company<br />
    47. 47. Understanding the Strategic Directions of the Company<br />Social Networks<br />R&D and Technology (Measurement Tools, Development)<br /> Marketing: Traffic Acquisition and Conversion<br />Analytics Manager<br />Analytics Manager<br />
    48. 48. CONCLUSION<br />