Digital Forecast: Bringing 2012 Digital Marketing Trends Into Focus
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Digital Forecast: Bringing 2012 Digital Marketing Trends Into Focus

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The Mayans thought 2012 was the end of the world. Will 2012 be the death of SEO? That’s just one of the predictions for the near future covered in this fifth installment of The Power of Digital......

The Mayans thought 2012 was the end of the world. Will 2012 be the death of SEO? That’s just one of the predictions for the near future covered in this fifth installment of The Power of Digital marketing series, presented by LeapFrog Interactive and Business First.

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  • Trends show Bing is on the rise. If Bing can succeed in expanding their network while keeping click costs down and ROI up relative to Google, they could prove to be a serious contender in coming years - KISSmetrics
  • Trends show Bing is on the rise. If Bing can succeed in expanding their network while keeping click costs down and ROI up relative to Google, they could prove to be a serious contender in coming years - KISSmetrics
  • http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

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  • 1. DIGITAL FORECAST: Bringing 2012 Digital Marketing Trends Into Focus November 2, 2011 Christy Belden, Vice President, Media + Marketing
  • 2. Christy Belden 2 Vice President, Media + Marketing, LeapFrog Interactive Experience: 11 years The Courier-Journal University of Louisville SEMPO-Certified Google AdWords Individually Certified Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she‘s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients‘ investments.
  • 3. LeapFrog Interactive 3 Twitter: @LFI #Trends2012 Facebook: www.facebook.com/LeapFrogInteractiveAgency Blog: www.leapfroginteractive.com/blog
  • 4. Agenda 4+ Search Engine Optimization (SEO)+ Paid Search (PPC)+ Email Marketing+ Display Advertising+ Social Media Marketing+ Mobile Marketing+ Emerging Trends & Technologies+ Marketing Budgets
  • 5. Search Engine Optimization
  • 6. SEO 6Did you know…? 42% of all searchers click on the top-ranked result 62% click on a page-one result 80% of unsuccessful searches are followed by a new keyword search
  • 7. SEO Update 7Google PandaFebruary: Panda released in U.S. in order to improve quality of search results, impactingabout 12% of search resultsApril: Panda 2.0 rolled out to all English queries worldwide &allowed users to ―block‖ sites from SERPsMay 2.1 update: another round of minor algorithm changesJune 2.2: Panda updates occurred separately from the mainindex & not in real-timeJuly 2.3: update to Panda data and ranking factorsAugust 2.4: Google rolled Panda out internationally, both for English-language queries globally & non-English queries, except for Chinese, Japanese, & Korean. Impact: 6-9% September: Panda 2.5 Source: Google Algorithm Change History, SEOmoz, http://www.seomoz.org/google-algorithm-change
  • 8. SEO - 2012 8Make Panda Happy Source: What in the name of Google is a ―Panda‖ – infographic, http://cognitiveseo.com/blog/80/what-in-the-name-of-google-is-a-panda-infographic/
  • 9. SEO - 2012 9Panda – Now What?+ Source: Google Panda, AttachMedia, http://blog.attachmedia.com/wp-content/uploads/2011/08/Google_Panda_ingles1.jpg
  • 10. SEO Trends 10SEO What is your focus for on-site SEO development & improvement… Content? Social media? Site architecture? All of the above?
  • 11. SEO Trends 11Content, Content, Content Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo
  • 12. SEO Trends 12Social Impact Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo
  • 13. SEO - 2012 13SEO Forecast Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo
  • 14. Paid Search (PPC)
  • 15. Paid Search Trends 15Ad Extensions+ Location extension+ Sitelinks+ Product extension
  • 16. Paid Search Trends 16 Source The Future of Paid Search – Google, Bing or something else, State of Search, http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
  • 17. Paid Search 17Did you know…? By 2016, paid search is expected to grow by 75%to become a $61.1 billion industry. Source The Future of Paid Search – Google, Bing or something else, State of Search, http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
  • 18. Paid Search 18Google vs. Bing Where do you run your paid search campaigns… Google? Bing? Somewhere else?
  • 19. Paid Search Trends 19The Rise of Bing Source The Future of Paid Search – Google, Bing or something else, State of Search, http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
  • 20. Paid Search Trends 20The Rise of Bing Source The Future of Paid Search – Google, Bing or something else, State of Search, http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
  • 21. Email Marketing
  • 22. Email Marketing 22Did you know…? There are nearly 3 times as many email accounts as there are Facebook and Twitter accounts combined. Daily activity for email: 188 billion messages Twitter: 140 million tweets Facebook: 60 million updates Source: The Value of Email, SmarterTools, http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • 23. Email Marketing Trends 23Email Marketing http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
  • 24. Email Marketing Trends 24Did you know…? 88% of B2C firms currently use email marketing, with another 10% planning to use it before December 2011. 71% of B2B firms use email marketing.94% of daily email users subscribed to marketing messages. Sources: Forrester. "How US Marketers Use Email" (2011) ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)
  • 25. Email Marketing Trends 25Did you know…? 66% of marketers are integrating social media with their email marketing campaigns. Source: Flowtown, http://www.mobilemarketingwatch.com/wordpress/wp- content/uploads/2010/08/Infographic-Mobile-Combined-With-Email-Social-Media-To-Create-
  • 26. Email Marketing Trends 26Social Integration+ Invite email subscribers to connect with brand/company on social properties+ Increase interaction with customers in multiple channels - Generally leads to customers who purchase more often & spend more Source: The Number One Way to Connect Your Email and Social Media Marketing, theemailguide.com, http://www.theemailguide.com/email-marketing/the-number-one- way-to-connect-your-email-and-social-media-marketing-by-karen-talavera-syncmarketing/
  • 27. Email Marketing Trends 27Mobile Design Do you access email on your mobile phone or device?
  • 28. You‘re Not Alone 28 Source: http://assets.econsultancy.com/images/0001/1316/eD-MobileEmail-Infographic-gc.png
  • 29. Email Marketing 2012 29 Source: http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/
  • 30. Email Marketing 2012 30 Source: Anatomy of a Perfect Mobile Email, Marketing Tech Blog, http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/
  • 31. Email Marketing 2012 31 Source: Anatomy of a Perfect Mobile Email, Marketing Tech Blog, http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/
  • 32. Display Advertising
  • 33. Display Advertising Trends 33Did you know…? Nearly 1.1 trillion ads were served in the 1st quarter of 2011. 81% of online news users do not mind ads because it allows the content to be free. Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-and-How- People-Feel-About-It.jpg
  • 34. Display Advertising Trends 34Did you know…? U.S. online display ad spending is predicted to surpass search ad spending by 2015. Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432
  • 35. Display Advertising Trends 35Did you know…? By 2015, banner ad spending is expected to reach $11.73 billion. Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432
  • 36. Display Advertising Trends 36Social Ad Endorsement+ Users endorse an ad to friends & contacts+ Change the way people view advertising by adding personal recommendations, increasing power of the adGoogle +1 ButtonDigg ―Diggable‖ Banner AdsFacebook Like-able Ads
  • 37. Paid Search Trends 37Paid Search Do you buy ads on social properties such as Facebook?
  • 38. Display Advertising Trends 38Social Media Ads on the Rise Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-and-How- People-Feel-About-It.jpg
  • 39. Display Advertising Trends 39Social Media Ads on the Rise Source: The Rise of Social Network Ad Spending, http://www.flowtown.com/blog/the-rise-of-social-network-ad-spending?display=wide
  • 40. Display Advertising 40Real Time Bidding – What Is It?+ Auction model with dynamic bidding at the impression level+ This means that an ad buyer, through the platform of their choice, can differentially value each individual opportunity to buy an ad impression in real time. Imagine accepting or rejecting each individual ad impression in your media plan!Benefits + Cost efficient + Yield management + Actionable insights + Retargeting + Creative optimization + Performance Source: Real-Time Bidding: What It Is and Why It Matters, ClickZ http://www.clickz.com/clickz/column/1694922/real-time-bidding-what-it-is-why-it-matters
  • 41. Display Advertising 41Real Time Bidding 44% of publishers sell display ad inventory via real time bidding 17% of global display revenue is from real time bidding 68% of ad networks are investing in real time bidding technology 37% of ad networks are currently using real time bidding for buying and selling Source: Publishers survey shows the growth of real-time bidding, Econsultancy, http://econsultancy.com/us/blog/8169-publishers-survey-shows-the-growth-of-real-time-bidding-rtb
  • 42. Social Media Marketing
  • 43. Social Media Marketing 43Messaging Changes+ More than just ‗stream of consciousness‘ posting+ Brands moving toward – + Promotion messaging + Customer / fan engagement + Personification of products
  • 44. Social Media Marketing 44LinkedIn Company Profiles+ Company posting ability - Share latest company news directly to followers - Supports URLs with multimedia - New way to build engagement with customers, prospects and potential employees
  • 45. Social Media Marketing 45Google+ Company ProfilesExample: Ford Motor Companyhttps://plus.google.com/s/ford#114277687548103339609/posts
  • 46. Social Media Marketing 46Did you know…? Social media adoption among U.S. small businesses has tripled since 2008. 61% of small business owners use social media to identify and attract new customers. Source: Past, Present and Future of Blogging Infographics, http://www.jeffbullas.com/2011/09/16/past-present-and-future-of-blogging-3-infographics/0
  • 47. Social Media Marketing Trends 47Social Media How many of you use social media for your B2B company or firm?
  • 48. Social Media Marketing 48Business to Business86% of B2B firms are using social media.B2B spending on interactive marketing is expected to double in 5 years. Source: The State of B2B Social Media Marketing [Infographic], http://mashable.com/2010/11/11/b2b-social-media-marketing-infographic/
  • 49. Emerging Trends & Technologies 49Social Business+ Meta-trend comprising of several components: - Social media - E-commerce - Social technology+ Designed out of emerging cultural change and outreach fostering a unique and effective collaboration at the enterprise level. Source: Let‘s Get Down to Social Business, Garious, http://garious.com/blog/wp-content/uploads/2011/10/social-business-infographic.jpg
  • 50. Mobile Marketing
  • 51. Mobile Marketing 51Did you know…? By 2013… 80% of major U.S. brands will be using mobile marketing. Smartphone users are predicted to reach over 60 million. Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg
  • 52. Mobile Marketing 52Did you know…? 80% of searchers research online before purchasing in a 10-20 mile radius. Source: The Local Mobile Search, One Mobile Media http://onemobilemedia.com/blog/the-local-mobile-search/
  • 53. Mobile Marketing 53Local Mobile Search Source: The Local Mobile Search, One Mobile Media http://onemobilemedia.com/blog/the-local-mobile-search/
  • 54. Mobile Marketing 54Mobile Wallets & NFC Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-goodbye-wallets- how-mobile-payments-are-becoming-the-new-credit-card/
  • 55. Mobile Marketing 55Mobile Wallets & NFC Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-goodbye-wallets- how-mobile-payments-are-becoming-the-new-credit-card/
  • 56. Mobile Marketing 56Mobile Wallets & NFCVIDEOShttp://www.youtube.com/watch?v=DsaJMhcLm_A - Google Wallethttp://www.youtube.com/watch?v=7EIyAolD2JE - Isis
  • 57. Mobile Trends 57Mobile Marketing Do you use a tablet device for work-related activities? For personal use as a consumer?
  • 58. Mobile Marketing 58Tablets2012 – more tablets will sell per year thannotebook laptops2014 – 1 in 5 consumers will own a tablet Sources: Tablets at Work: State of the Tablet Infographic, GottaBeMobile, http://www.gottabemobile.com/2011/08/17/tablets-at-work- state-of-the-tablet-infographic/ The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png
  • 59. Mobile Marketing 59Tablets – Business Adoption Source: Tablets at Work: State of the Tablet Infographic, GottaBeMobile, http://www.gottabemobile.com/2011/08/17/tablets-at-work-state-of-the-tablet-infographic/
  • 60. Mobile Marketing 60Tablets – Usage Breakdown Source: The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png
  • 61. Future of Mobile Marketing Spend 61 Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg
  • 62. Mobile Marketing 62Voice Search+ Changing the way consumers search - ―Burger Restaurants Louisville‖ vs. ―Any good burger joints around here?‖ - ―weekend weather Louisville‖ vs. ―Will it be sunny this weekend in Louisville?‖+ Businesses should be aware & consider changesto SEO strategy to include: 1. How consumers type search on a mobile browser 2. How consumers ask questions
  • 63. Emerging Trends & Technologies
  • 64. Emerging Trends & Technologies 64Video AdsExpected ad spending - + 2012: $3.09 billion + 2013: $4.20 billion + 2014: $5.64 billion + 2015: $7.11 billion+ Spending to surpass classifieds and directories in market share by 2013. Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432
  • 65. Emerging Trends & Technologies 65Digital Signage+ In-store displays – convenience stores, retail, grocery stores+ Building lobby signage+ Digital menu boards+ Storefront signage+ Mass transit signage – bus & subway+ LED Video – scoreboards+ Interactive signage – text-to-screen+ Digital billboards Source: Digital Signage: How it Affects Our Everyday Life, Digital Ad Tech, http://digitaladtech.com/Blog/wp-content/uploads/2011/10/digitalsignage-infographic.png
  • 66. Emerging Trends & Technologies 66Digital-Out-Of-Home Advertising+ More than signage – interaction with the consumer while providing an advertising message
  • 67. Emerging Trends & Technologies 67Digital-Out-Of-Home TechnologyHCPH DOOH Video - http://www.youtube.com/lfiagency
  • 68. Marketing Budgets
  • 69. 2011 Spending Focus 69 Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg
  • 70. 2012 Digital Marketing 70 Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg
  • 71. What‘s Next?
  • 72. What‘s Next? 72Do you dive right in?
  • 73. What‘s Next? 73Make the Biggest SplashThinking about using new trends & technologies in 2012? + Be sure those you use fit into your company‘s overall marketing plan and strategy
  • 74. Questions?