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AGENDAWhat happened in 2012 in: Social Media                                             Search            Display        ...
WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)3 | BURNS | Copyright All Rights Reserved
WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)4 | BURNS | Copyright All Rights Reserved
WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)5 | BURNS | Copyright All Rights Reserved
WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)6 | BURNS | Copyright All Rights Reserved
FACEBOOK GOES PUBLIC7 | BURNS | Copyright All Rights Reserved
FB LOGOUT ADS8 | BURNS | Copyright All Rights Reserved
MOBILE SPONSORED STORY ADSFOR EVERYONE9 | BURNS | Copyright All Rights Reserved
PROMOTED POSTS FOR (ALMOST) EVERYONE10 | BURNS | Copyright All Rights Reserved
FACEBOOK EXCHANGE: FB NOW HAS                                              Adroll:             RETARGETING                ...
LINKEDIN COMES OF AGE  _ 175 million members  _ Profitable, with fast growing         revenue                             ...
LINKEDIN DELIVERS HIGH QUALITY TRAFFIC13 | BURNS | Copyright All Rights Reserved
LINKEDIN’S IMPROVED ENGAGEMENTMEASUREMENT TOOLS14 | BURNS | Copyright All Rights Reserved
TOOLS FOR TARGETED ENGAGEMENT15 | BURNS | Copyright All Rights Reserved
THE MATURING OF SEARCH16 | BURNS | Copyright All Rights Reserved
BETTER TARGETING OF MOBILE USERS17 | BURNS | Copyright All Rights Reserved
BROADENING RETARGETING18 | BURNS | Copyright All Rights Reserved
DISPLAY POISED FOR STRONG GROWTH19 | BURNS | Copyright All Rights Reserved
DISPLAY IS GROWING FASTERTHAN PAID SEARCH20 | BURNS | Copyright All Rights Reserved
RECOMMENDATIONS FOR 2013  _ It’s time to explore Facebook advertising more, even for B2B  _ Your B2B social media communic...
BURNS WEB TRAFFIC NOW HAS STRONGMOBILE COMPONENT22 | BURNS | Copyright All Rights Reserved
WHAT HAPPENED IN 2012 – INTERACTIVEThe megatrend is mobile. The explosion of devices anddoubling of web traffic from mobil...
MOBILE BEHAVIORMobile devices have changed the waypeople consume and process information. Ithas radically changed their ex...
COMMUNICATION ACROSS MANY DEVICESWith millions of new users and hundreds of new devicesbeing launched into the U.S. market...
SMS (TEXTING)Many people overlook SMS as a marketing vehicle orwrite it off as a B-2-C technique. But in a competitivemult...
COMMUNICATION ACROSS MANY DEVICESWith millions of new users and hundreds of new devicesbeing launched into the U.S. market...
DIGITAL PUBLISHINGDigital consumption of content has exploded. Traditionalpublications can be repurposed to leverage exist...
DIGITAL PUBLISHINGUSES_ Magazines and booklets_ White papers_ Product guides and  brochures_ Annual reportsBENEFITS_ Enhan...
MANY CHANNELS GUIDE A USER ONLINEMarketing channels must work together to build acohesive picture of your brand offering, ...
RESPONSIVE DESIGNA website is responsive when the output automatically respondsappropriately to the device viewing it. Whi...
RECOMMENDATIONS FOR 2013  _ Start with a review of current web analytics to gain customer         insight data.  _ Optimiz...
PLANNING FOR SUCCESSIN TODAY’SENVIRONMENT33 | BURNS | Copyright All Rights Reserved
TIP #1 PLAN BUT REMAIN NIMBLE34 | BURNS | Copyright All Rights Reserved
TIP #2 QUALITY VS. QUANTITY35 | BURNS | Copyright All Rights Reserved
TIP #3 GET CREATIVE36 | BURNS | Copyright All Rights Reserved
TIP #4 START SMALL37 | BURNS | Copyright All Rights Reserved
TIP #5 CREATE A MOSAICAdvertising          38 | BURNS | Copyright All Rights Reserved
TIP #5 CREATE A MOSAICPrintIdentityAdvertising                      Digital           39 | BURNS | Copyright All Rights Re...
TIP #5 CREATE A MOSAICOutdoor                          MobilePrint                            Social Media           Broad...
TIP #5 CREATE A MOSAICOutdoor                          Mobile                 Games           Promotional       GuerillaPr...
TIP #5 CREATE A MOSAICOutdoor                          Mobile                 Games           Promotional       GuerillaPr...
Burns Marketing                               970.203.9656                               Tracy Earles                     ...
Understand 2012 online marketing trends to make your digital marketing more effective in 2013
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Understand 2012 online marketing trends to make your digital marketing more effective in 2013

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Want better results from your 2013 digital marketing budget? In this one-hour webinar, B2B and B2C marketing executives and managers will gain valuable insight into interactive marketing that drives the brand and focuses on conversion.

Learn more about search marketing, social media advertising and engagement, banner advertising, and mobile marketing designed to keep the conversation going with your customers.

As a full-service marketing agency, Burns Marketing offers a team of proven digital experts who ensure that digital marketing performance also strengthens the brand. The result: powerful results that move the needle and reinforce existing brand messaging.

To learn more, visit www.burnsmarketing.com.

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Transcript of "Understand 2012 online marketing trends to make your digital marketing more effective in 2013"

  1. 1. ENGAGEMENTMARKETINGSOLUTIONS THATMOVE THE NEEDLE.Planning your 2013 marketing budgetMarketing channels that matter| Fall 2012Prepared and submitted by:BURNS MARKETING COMMUNICATIONSTracy EarlesDigital Marketing DirectorPhone 970.203.9656tracye@burnsmarketing.com
  2. 2. AGENDAWhat happened in 2012 in: Social Media Search Display Interactive MobileKey conclusions to consider for your 2013 marketing budget2 | BURNS | Copyright All Rights Reserved
  3. 3. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)3 | BURNS | Copyright All Rights Reserved
  4. 4. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)4 | BURNS | Copyright All Rights Reserved
  5. 5. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)5 | BURNS | Copyright All Rights Reserved
  6. 6. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG4+)6 | BURNS | Copyright All Rights Reserved
  7. 7. FACEBOOK GOES PUBLIC7 | BURNS | Copyright All Rights Reserved
  8. 8. FB LOGOUT ADS8 | BURNS | Copyright All Rights Reserved
  9. 9. MOBILE SPONSORED STORY ADSFOR EVERYONE9 | BURNS | Copyright All Rights Reserved
  10. 10. PROMOTED POSTS FOR (ALMOST) EVERYONE10 | BURNS | Copyright All Rights Reserved
  11. 11. FACEBOOK EXCHANGE: FB NOW HAS Adroll: RETARGETING “16X ROI on FBX ads”TellApart:“Avg CTRof 6.65%” Triggit: “4X higher profit, 2.2X higher conversion rate, 6.5X lower CPA than traditional exchanges” 11 | BURNS | Copyright All Rights Reserved
  12. 12. LINKEDIN COMES OF AGE _ 175 million members _ Profitable, with fast growing revenue Premium _ Revenue passes $1B run rate, subscriptions growing at 90% (Q/Q) Hiring solutions Marketing solutions12 | BURNS | Copyright All Rights Reserved
  13. 13. LINKEDIN DELIVERS HIGH QUALITY TRAFFIC13 | BURNS | Copyright All Rights Reserved
  14. 14. LINKEDIN’S IMPROVED ENGAGEMENTMEASUREMENT TOOLS14 | BURNS | Copyright All Rights Reserved
  15. 15. TOOLS FOR TARGETED ENGAGEMENT15 | BURNS | Copyright All Rights Reserved
  16. 16. THE MATURING OF SEARCH16 | BURNS | Copyright All Rights Reserved
  17. 17. BETTER TARGETING OF MOBILE USERS17 | BURNS | Copyright All Rights Reserved
  18. 18. BROADENING RETARGETING18 | BURNS | Copyright All Rights Reserved
  19. 19. DISPLAY POISED FOR STRONG GROWTH19 | BURNS | Copyright All Rights Reserved
  20. 20. DISPLAY IS GROWING FASTERTHAN PAID SEARCH20 | BURNS | Copyright All Rights Reserved
  21. 21. RECOMMENDATIONS FOR 2013 _ It’s time to explore Facebook advertising more, even for B2B _ Your B2B social media communications strategy should include a LinkedIn specific component _ Your paid search campaign needs to accommodate specific features for mobile _ It’s time to revisit banners, starting with retargeting, and incorporate them into your multichannel promotion plans21 | BURNS | Copyright All Rights Reserved
  22. 22. BURNS WEB TRAFFIC NOW HAS STRONGMOBILE COMPONENT22 | BURNS | Copyright All Rights Reserved
  23. 23. WHAT HAPPENED IN 2012 – INTERACTIVEThe megatrend is mobile. The explosion of devices anddoubling of web traffic from mobile sources in the lastyear are changing the playing field – again.How can you adapt and take advantage of it? _ Understand the change in behavior _ Embrace a multichannel reality _ Incorporate SMS and digital publishing _ Utilize responsive web design23 | BURNS | Copyright All Rights Reserved
  24. 24. MOBILE BEHAVIORMobile devices have changed the waypeople consume and process information. Ithas radically changed their expectations ofengagement.24 | BURNS | Copyright All Rights Reserved
  25. 25. COMMUNICATION ACROSS MANY DEVICESWith millions of new users and hundreds of new devicesbeing launched into the U.S. market, it’s critical tounderstand your customers technology preferences andhow to cost-effectively deliver content to them.25 | BURNS | Copyright All Rights Reserved
  26. 26. SMS (TEXTING)Many people overlook SMS as a marketing vehicle orwrite it off as a B-2-C technique. But in a competitivemultichannel environment, it’s an important tacticalconsideration. _ 31% of adults prefer text message communication over voice. _ On average, it takes 90 minutes to respond to an email, but 90 seconds to respond to a text message (CTIA). _ 99% of all text message are read by the recipient in less than 3 minutes26 | BURNS | Copyright All Rights Reserved
  27. 27. COMMUNICATION ACROSS MANY DEVICESWith millions of new users and hundreds of new devicesbeing launched into the U.S. market, it’s critical tounderstand your customers technology preferences andhow to cost-effectively deliver content to them.27 | BURNS | Copyright All Rights Reserved
  28. 28. DIGITAL PUBLISHINGDigital consumption of content has exploded. Traditionalpublications can be repurposed to leverage existing efforts andopen up new delivery channels.28 | BURNS | Copyright All Rights Reserved
  29. 29. DIGITAL PUBLISHINGUSES_ Magazines and booklets_ White papers_ Product guides and brochures_ Annual reportsBENEFITS_ Enhances user interface and interaction_ Allows readers to share via email and social networks_ Provides interactive navigation (page flip, page preview, table of contents)_ Is indexed by Google crawlers, providing comparable SEO capabilities to landing pages_ Can be downloaded as a PDF and printed. 29 | BURNS | Copyright All Rights Reserved
  30. 30. MANY CHANNELS GUIDE A USER ONLINEMarketing channels must work together to build acohesive picture of your brand offering, and thenprovide a tailored experience.• Identify all communication opportunities• Align your efforts for maximum impact• Provide responsive design for the best usability30 | BURNS | Copyright All Rights Reserved
  31. 31. RESPONSIVE DESIGNA website is responsive when the output automatically respondsappropriately to the device viewing it. While the approach takesadditional planning, it allows for better reuse of content acrossmultiple devices.31 | BURNS | Copyright All Rights Reserved
  32. 32. RECOMMENDATIONS FOR 2013 _ Start with a review of current web analytics to gain customer insight data. _ Optimize your website for responsive or mobile layout. _ Identify opportunities to deliver existing or new services using an application or through mobile web. _ Consider how SMS might be used to stay in touch or engage your target audience in a new way. _ Give offline content new life through creative digital publishing.32 | BURNS | Copyright All Rights Reserved
  33. 33. PLANNING FOR SUCCESSIN TODAY’SENVIRONMENT33 | BURNS | Copyright All Rights Reserved
  34. 34. TIP #1 PLAN BUT REMAIN NIMBLE34 | BURNS | Copyright All Rights Reserved
  35. 35. TIP #2 QUALITY VS. QUANTITY35 | BURNS | Copyright All Rights Reserved
  36. 36. TIP #3 GET CREATIVE36 | BURNS | Copyright All Rights Reserved
  37. 37. TIP #4 START SMALL37 | BURNS | Copyright All Rights Reserved
  38. 38. TIP #5 CREATE A MOSAICAdvertising 38 | BURNS | Copyright All Rights Reserved
  39. 39. TIP #5 CREATE A MOSAICPrintIdentityAdvertising Digital 39 | BURNS | Copyright All Rights Reserved
  40. 40. TIP #5 CREATE A MOSAICOutdoor MobilePrint Social Media BroadcastIdentity Interactive Presentations Lead GenerationAdvertising Digital Video Email 40 | BURNS | Copyright All Rights Reserved
  41. 41. TIP #5 CREATE A MOSAICOutdoor Mobile Games Promotional GuerillaPrint Social Media Broadcast Applications EventsIdentity Interactive Presentations Lead Generation PackagingAdvertising Digital Video Email Thought Leadership 41 | BURNS | Copyright All Rights Reserved
  42. 42. TIP #5 CREATE A MOSAICOutdoor Mobile Games Promotional GuerillaPrint Social Media Broadcast Applications EventsIdentity Interactive Presentations Lead Generation PackagingAdvertising Digital Video Email Thought Leadership 42 | BURNS | Copyright All Rights Reserved
  43. 43. Burns Marketing 970.203.9656 Tracy Earles Digital Marketing Director tracye@burnsmarketing.com Rob Bean Interactive Media Director robb@burnsmarketing.com Stephanie Fay Brand Strategist stephanief@burnsmarketing.com43 | BURNS | Copyright All Rights Reserved

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