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 …

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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  • 1. Advertising & Marketing Trends 2014 Agnes Stawicki #mktgacademy @mktgacademy
  • 2. There was a time when a ‘tablet’ meant this.
  • 3. Not this.
  • 4. There was a time when brands didn’t really exist.
  • 5. … let alone have devoted fans like this
  • 6. Source:
  • 7. Content   What does advertising look like today?   7 trends for 2014             Content Social Simple Mobile Retarget SEO   Summary
  • 8. Where are we now?
  • 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,,
  • 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:,,
  • 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. Trends for 2014
  • 13. Where do we go from here? ①  Content ②  Social ③  Simple ④  Mobile ⑤  Retarget ⑥  SEO
  • 14. ①  Content
  • 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. 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. Use consistent imagery & messaging
  • 18. Use consistent imagery & messaging
  • 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. ②  Social
  • 21. Moms are social
  • 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. 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. ③  Simple
  • 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. Less is more   Image centric content (instagram, pinterest)   Simplistic messaging   Easy to digest pieces of information (infographics)   Emotional engagement
  • 27. Banner ad examples
  • 28. Great content.
  • 29. ④  Mobile
  • 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. 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. What am I looking for?
  • 33. What am I looking for?
  • 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. Benefits of mobile sites   Immediacy: accessible without downloads   Compatibility: across all mobile devices   Time & cost: cheaper & quicker to develop than an app
  • 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. Responsive website
  • 38. Mobile app
  • 39. Mobile website
  • 40. Mobile website
  • 41. Mobile apps
  • 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. ⑤  Remarketing
  • 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. Remarketing explained
  • 46. Some call is stalking
  • 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. ⑥  SEO
  • 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. 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. Summary
  • 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. #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. Integrate your marketing to produce the strongest results
  • 55. Questions? @MktgAcadmey