b2b digital marketing trendsNovember 2012www.tenfouragency.com
tenfour = portland
imagines experiencestenfour    the world talks about.                develops experiences           tenfour          that ...
tenfour knows business    Built for business.    Compatible with life.
SOCIAL MEDIA—OTHER THAN BLOGS                                                                                             ...
good                                           very effective content                                                     ...
content    strategy                                            • A strategy is not a bundle of tactics• Incorporate a cont...
TIP: Start with an editorial calendarplan to improvise                                        “The first step is to have a...
TENFOUR WORK: thebigreboot.bizremember to  add value                                 Organic social referrals produced ove...
TIP: Post content daily for 18% higher CTR (over weekly)                                                             creat...
TENFOUR WORK: tenfour.mobi         make itshareworthy         Outlandish mobile factoids for marketers                    ...
TIP: Add sharing buttons directly next to your content to promote distribution    distillcomplexity•	Summarize research	 -...
TENFOUR WORK: Uncommon knowlege infographic series
TIP: Curate  snap  hashtag  engage  repeat                                                 show                           ...
TIP: Wrap tracking codes in a bit.ly for manageability     and quick, independent access to metrics                       ...
TIP: Scan back side of $20 bill with the Aurasma Lite app          action andactivation activation                        ...
Strategy                                 jason ridgeWeb Design                               director, account development...
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B2B Digital Marketing Trends - NOV 2012

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Content marketing, measurement strategies and how to companies are using social, mobile, and augmented reality technology to engage

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Transcript of "B2B Digital Marketing Trends - NOV 2012"

  1. 1. b2b digital marketing trendsNovember 2012www.tenfouragency.com
  2. 2. tenfour = portland
  3. 3. imagines experiencestenfour the world talks about. develops experiences tenfour that produce business results. designs experiences tenfour with unheard-of efficiency. 3
  4. 4. tenfour knows business Built for business. Compatible with life.
  5. 5. SOCIAL MEDIA—OTHER THAN BLOGS 87 %ARTICLES ON YOUR WEBSITE 82%E-NEWS LETTERSBLOGS 78% 77%CASE STUDIES 71% 70%VIDEOSARTICLES ON OTHER WEBSITES 70%IN-PERSON EVENTS 69%WHITE PAPERS 61%WEBINARS/WEBCASTS 59%RESEARCH REPORTS 44%MICROSITES 40%INFOGRAPHICS 38%BRANDED CONTENT TOOLS 38%MOBILE CONTENT 33%EBOOKS 32%PRINT MAGAZINES 31%BOOKS 29%VIRTUAL CONFERENCES 28%PODCASTS contentLICENSED SYNDICATED CONTENTMOBILE APPS 27% 26% 26% conferencesDIGITAL MAGAZINES 25%PRINT NEWLETTERS 24% is (still) • Content is marketingANNUAL REPORTS 20%GAMES/GAMIFICATION 11% videos, mobile content, virtual 5 king (87% use it—up 13% over 2011) • Biggest rise in research reports, • Social media most popular outlet Source: CMI/MarketingProfs
  6. 6. good very effective content CONTENT CREATION KEYWORD is a TITLE TAGS AND KEYPHASE RESEARCH SEO LANDING PAGES EXTERNALroyal pain LINK BUILDING META URL STRUCTURE BLOGGING to produce DESCRIPTION TAGS DIGITAL ASSET SOCIAL INTERNAL OPTIMIZATION MEDIA LINKING INTEGRATION“64% of B2B content marketers say COMPETITOR BENCHMARKING they are challenged with producing enough content” 2013 B2B Content Marketing Benchmarks, not effectiveBudgets, and Trends not difficult very difficult Source: MarketingProfs Sphere size indicates level of usage.
  7. 7. content strategy • A strategy is not a bundle of tactics• Incorporate a content strategy • Ask: “Content Strategy plans for creation “Why does this content delivery and governance of content.” exist today?” - HalvOrson “Who owns the content today?” “When was the last time this content was updated?” “Who are/were your key audiences?” 7
  8. 8. TIP: Start with an editorial calendarplan to improvise “The first step is to have an editorial calendar which rallies the different teams... it’s very similar to publishing a magazine. You have the theme for that edition, then you build stories around it.” Pam Didner, Intel 8
  9. 9. TENFOUR WORK: thebigreboot.bizremember to add value Organic social referrals produced over 90% of total engagement and 1.5x dwell time compared to paid media (with 3x traffic) 9
  10. 10. TIP: Post content daily for 18% higher CTR (over weekly) create curate • 82% of marketers use curation strategies • It’s OK to share content that is not always authored by you or directly connected to what you’re selling. “...instead of just investing in their blog • 87:13 (found:new) average content ratio and blogging strategies, they’re investing in content people will actually want to • Curated sites that have between share. Even if it is not directly related to 16–30% original content generate the selling something, it’s still branding.” most page views. - TechCrunch 10 Source: curata.com
  11. 11. TENFOUR WORK: tenfour.mobi make itshareworthy Outlandish mobile factoids for marketers 11
  12. 12. TIP: Add sharing buttons directly next to your content to promote distribution distillcomplexity• Summarize research - Trim videos to 30-90 seconds - Provide longer-format media in podcasts for background and commute consumption• Recognize patterns - LaunchTicker.com• Visualize with infographics - Grok at a glance - Educational, shareable, great for future reference 12
  13. 13. TENFOUR WORK: Uncommon knowlege infographic series
  14. 14. TIP: Curate snap hashtag engage repeat show then tell • Articles with images see 47% more CTRs than those without them 1 • Visual storytelling is gaining popularity on social networks - Over 25% of all B2B marketers using Pinterest 2 - Instagram on the rise following $1B acquisition 14 1. commpro.biz 2. MarketingProfs
  15. 15. TIP: Wrap tracking codes in a bit.ly for manageability and quick, independent access to metrics S IMPRESSION 194 COMMUNITYknow what 20 1 PAGE LIKE MMENT 12 215 VIMEO CONTENT CO ( R E AC H ) CONTENT LIK E 15 2 38 VIDEO UPLOAD works ENTRY RE-TWEET 16 31 5 DAILY DRAWING Y T LIKE 54 418 PARTIAL ENTR CH PAGE CONTE N MMENT (REA 509 CONTENT CO EACH) 65 RE-TWEET (R E ( R E AC H ) 661 CONTENT LIK • Add referral link strings to all G DAILY DRAWIN ) ENTRY (REACH OA D 6,825 1,320 VIDEO UPL AC H ) 1,405 TWEET E PAGE LIKE (R collateral 8,688 F U LC R U M 5 W EB IMPRESSION 1,455 VIDEO VOT E VIDEO VOTE 109,222 ( R E AC H ) • Add Google Event Tracking to every12,610 ( R E AC H ) 2,264 PA RTIAL ENTRY E (REAC key action/button ADMOB PANDORA AU 180,218 DIO ADS 2,351 PAGE CONT ENT LIK IMPRESSION ISITS • Use “time spent with brand” metric 19,397 V 2,949 PAGE TAB to quantify and equalize FACEBOOK IM PRES SION 4,920 PROMOTE D TWIT TER APP PAGE VIS ITS 42,209 24,329 15
  16. 16. TIP: Scan back side of $20 bill with the Aurasma Lite app action andactivation activation • Top B2B AR uses* 1. 19%: Replacing literature 2. 18%: Extending sales pitches 3. 16%: Events and conferences • Augmented Reality comes of age - QR Code adoption up with late adopters - Visual/audio recognition now trigger interactive experiences - NFC emerging 16 *Source: hiddenltd.com
  17. 17. Strategy jason ridgeWeb Design director, account development jridge@tenfouragency.comSocial MediaMobile Marketing kelly roseApp Development director, client services krose@tenfouragency.comSocial GamesSweepstakes daniel t woodAdvertising director, digital strategyVideo dwood@tenfouragency.comget the latest mobile facts and figures at tenfour.mobi

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