Online First in 2014

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Kate Morris' presentation about going Online First in 2014, from DistilledLive Seattle Meetup, 2/3/2014.

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Online First in 2014

  1. 1. Online First in 2014 KATE MORRIS @katemorris
  2. 2. Kate Morris Principal Consultant kate.morris@distilled.net @katemorris @katemorris
  3. 3. Here is what you should focus on in 2014. @katemorris
  4. 4. Spend Time with Customers Spend Budget on PR and Promotions Get Interactive Mobile is here. Everywhere. Local and Reviews
  5. 5. Your Customers: Know Them @katemorris
  6. 6. Benefits • • • • • Content Ideas Product Ideas Social Marketing Feedback Marketing and Product Testing Word of Mouth Influence
  7. 7. Reaching Customers • • • • • • • Surveys via Email Phone Surveys (they have to agree) UserTesting.com Qualaroo In Person, Email, Phone Discussions Events Research Social Media Accounts of Recent Customers
  8. 8. Budget: PR and Promotions @katemorris
  9. 9. Your great content will be less effective if you don’t tell people about it. @katemorris
  10. 10. Real PR is the only “link building” of today. @katemorris
  11. 11. PR budgets were revised upwards by a net balance of 3.4 per cent of clients – the highest figure over the past three quarters since PR has been specifically broken out in the IPA’s quarterly report. … The internet continues to be treated as a priority by clients, with a net 17.4 per cent revising up their budgets. 11 July 2013 by Lynsey Barber, PR Week http://www.prweek.com/article/1190283/outlook-pr-spend-brightens-according-bellwether-survey @katemorris
  12. 12. Get Interactive @katemorris
  13. 13. http://www.raptmedia.com/case-studies/philips-designed-toplay-drives-mobile-video-engagement @katemorris
  14. 14. http://blogs.forrester.com/anthony_mullen/13-11-01-move_beyond_awareness_with_interactive_video Our advertising forecast shows that online video for marketing is big business and is only going to get bigger. In Europe, the CAGR (compound annual growth rate) for total ad spend from 2013 to 2018 is 2.19%, but for online video ad spend, it is a staggering 18.83%. The US shows a similar (albeit smaller) skew, with total ad spend CAGR of 4.49% and video at 22.39%. Anthony Mullen, Forrester Research @katemorris
  15. 15. Coming Soon … @katemorris
  16. 16. Mobile isn’t a thing … it’s EVERYTHING @katemorris
  17. 17. A Former Client Mobile Traffic % of All Traffic 50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%
  18. 18. http://www.internetretailer.com/2014/01/27/2014-e-retail-will-be-more-mobile-and-more-global Indeed, on Black Friday, or the day after Thanksgiving, which is considered by many to be the unofficial kick-off to the holiday shopping season, one in five web purchases were made with a mobile device, according to web measurement firm comScore Inc. The following Monday, Cyber Monday, 17% of online purchases were made with a tablet or smartphone, comScore says. Katie Evans, Internet Retailer @katemorris
  19. 19. Don’t do a mobile site. Do a responsive site. @katemorris
  20. 20. Local: All About Reviews @katemorris
  21. 21. Use of Reviews http://www.brightlocal.com/wp-content/uploads/2013/06/Local-Consuner-Review-Survey-20131.pdf @katemorris
  22. 22. Local Search Ranking Factors This is PR and Promotions Focus efforts here next. http://moz.com/local-search-ranking-factors @katemorris
  23. 23. Spend Time with Customers Spend Budget on PR and Promotions Get Interactive Mobile is here. Everywhere. Local and Reviews
  24. 24. Thanks. Any questions? KATE MORRIS kate.morris@distilled.net @katemorris @katemorris

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