Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer Camps

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Marketing tips and marketing trends for privates schools, summer camps and kids programs about marketing to moms in Canada. [Our Kid Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]

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Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer Camps

  1. 1. Advertising & Marketing Trends 2014 Agnes Stawicki #mktgacademy @mktgacademy
  2. 2. There was a time when a ‘tablet’ meant this.
  3. 3. Not this.
  4. 4. There was a time when brands didn’t really exist.
  5. 5. … let alone have devoted fans like this
  6. 6. Source: Hubspot.com
  7. 7. Content   What does advertising look like today?   7 trends for 2014             Content Social Simple Mobile Retarget SEO   Summary
  8. 8. Where are we now?
  9. 9. Information overload   There are 2.69 billion web pages worldwide.   100 hours of video are uploaded to YouTube every minute.   200 million active twitter users, 400 million tweets sent daily.   Every 2 days we create as much information as we did from dawn until 2003. Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,
  10. 10. High expectations   53% of consumers expect an immediate response to a tweet within an hour. 72% if the tweet is a complaint.   47% of consumers expect a web page to load in 2 seconds or less.   Consumer expectations have increased by 24% over the past 15 years Sources: Marketingland.com, tonyvidler.blogspot.com, Forbes.com
  11. 11. A marketer’s view   76% of marketers think there has been more change in the past 2 years than the past 50.   Only 9% strongly agree with the statement “I know our digital marketing is working”   Digital marketing strategies are in constant cycle of trial and error.   Most marketers do not have formal digital training. 85% learn it on the job. Source: Adobe -Digital Distress: What keeps marketers up at night?
  12. 12. Trends for 2014
  13. 13. Where do we go from here? ①  Content ②  Social ③  Simple ④  Mobile ⑤  Retarget ⑥  SEO
  14. 14. ①  Content
  15. 15. Storytelling   People love marketing that is more about their needs than the brand’s needs.   Something they trust.   The right information at the right time.  Create something people want to consume.  Go where your audience is.  Answer questions.
  16. 16. Integrated campaigns   Repetition is the mother of branding.   The more consistent you are the more recognizable you are.   Consistency creates a sense of stability and trust.  Consumers need to see, hear, read your marketing message 7 times before they take notice.
  17. 17. Use consistent imagery & messaging
  18. 18. Use consistent imagery & messaging
  19. 19. Who said it?   Be remarkable   Boredom ends here   The educational journey of a lifetime   Simply smarter   Fun lives here   A place to learn. A time to grow.   Be yourself. Be great.
  20. 20. ②  Social
  21. 21. Moms are social
  22. 22. Why it is important   Customers expect you to be on social. They will look for you and for a conversation.   Social networking is the #4 most popular mobile activity   78% of sales are won by the company that responds first.   Apps link multiple networks together to easily share: Instagram + twitter + facebook + Tumblr + Flickr   CRM solutions are beginning to integrate social activity
  23. 23. On the horizon   Twitter and Instagram advertising   Increased facebook ad targeting and new ad sizes   Sponsored posts   Facebook feed ads   Video ads   Remarketing   A change in how we use platforms (facebook down, twitter up.. etc)
  24. 24. ③  Simple
  25. 25. How do we stand out?   We see 250 to 20,000 marketing messages every day.   There are more than 500 social media networks   People are busy   People only care about themselves
  26. 26. Less is more   Image centric content (instagram, pinterest)   Simplistic messaging   Easy to digest pieces of information (infographics)   Emotional engagement
  27. 27. Banner ad examples
  28. 28. Great content.
  29. 29. ④  Mobile
  30. 30. The importance of the mobile channel   In Canada, by 2014, there will be 14.8 million smartphones activated   73% of Canadians use their mobile device daily to access the Internet   By 2014, more people will connect to the Internet via mobile devices than computers
  31. 31. Is it time to go mobile?   Google suggests that 40% of all web searches are performed on a mobile device   Look at your data: analytics will provides you with a breakdown of channels directing traffic to your site   Type of device   Screen size   Operating system
  32. 32. What am I looking for?
  33. 33. What am I looking for?
  34. 34. App vs. Website   A mobile website works quite similarly to a traditional website; it can display all your content but is designed for a smaller screen.   Your audience needs to access the mobile website for new information.   A mobile app is downloaded from an app store. It can either pull content from the Internet or be used without connection. Apps should deliver on a customized purpose.   Once downloaded, you can push information to the app and it will automatically be shared with the audience.
  35. 35. Benefits of mobile sites   Immediacy: accessible without downloads   Compatibility: across all mobile devices   Time & cost: cheaper & quicker to develop than an app
  36. 36. Benefits of mobile apps   Interactivity: when the user experience is required for the app to work at its best (i.e. GPS)   Native functionality: when the mobile tools are required (i.e. a camera)   No connection req’d: when the audience can access the information without connection to the Internet (i.e. notepad)
  37. 37. Responsive website
  38. 38. Mobile app
  39. 39. Mobile website
  40. 40. Mobile website
  41. 41. Mobile apps
  42. 42. Mobile email   More emails are opened on mobile devices than on desktop computers.   Apple devices are the most used for email.   The most popular activity on a mobile device is using the Internet.   QR codes blend print with mobile marketing.
  43. 43. ⑤  Remarketing
  44. 44. Why follow-up?   Only 2% of web traffic converts on the first visit.   Simple exposure to brands creates familiarity and builds trust. People will click on google adwords if they recognize you.   People will look at your website first before they do anything else.  How much is a click worth?   Stay top of mind.  Quality vs. Quantity.
  45. 45. Remarketing explained
  46. 46. Some call is stalking
  47. 47. Where to remarket   Google text and display ad network   Facebook advertising (custom audience)   Marketing automation platforms   Custom web scripts BEWARE: “Stop the creepy targeted ads”
  48. 48. ⑥  SEO
  49. 49. Google releases   Panda (Feb 2011): Update targeting low quality or thin sites.   Penguin (Apr 2013): Update targeting linking schemes.   Hummingbird (Aug 2013): New algorithm with a focus on answers and ‘conversational’ search and privacy of keyword data.
  50. 50. What do I do?   Focus on the user. What matters to them and how can you help them?   Create great content and promote it   Improve your page performance (speed and bounce rate)   Make sites device friendly   Integrate SEO, social and email together
  51. 51. Summary
  52. 52. #MktgAcademy   We are in an era of information overload. Every 2 days we create as much information as we did from dawn until 2003.   Focus on customer experience and customer service. Create content that answers questions.   Repetition is the mother of branding.
  53. 53. #MktgAcademy   The time for mobile is now. More emails are opened on mobile devices than desktop computers.   Only 2% of website traffic converts on the first visit.   Social signals tell Google how important this information is. Social and SEO are intertwined.
  54. 54. Integrate your marketing to produce the strongest results
  55. 55. Questions? @MktgAcadmey

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