Marketing tips and marketing trends for retirement communities, retirement homes and senior care. Marketing to Canadian boomers and seniors. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]
There are 2.69 billion web pages worldwide.
100 hours of video are uploaded to YouTube
200 million active twitter users, 400 million tweets
Every 2 days we create as much information as
we did from dawn until 2003.
Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,
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
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?
Focus on the core problem your
business solves & put out lots of content
& enthusiasm, & ideas about how to
solve that problem.
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.
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
“The older I get the more passionate I
get about life. Squidoo keeps the
Zazzle.com (online store)
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
78% of sales are won by the company that responds
Apps link multiple networks together to easily share:
Instagram + twitter + facebook + Tumblr + Flickr
CRM solutions are beginning to integrate social
On the horizon
Twitter and Instagram advertising
Increased facebook ad targeting and new ad sizes
Facebook feed ads
A change in how we use platforms (facebook down,
twitter up.. etc)
The importance of the
In Canada, by 2014, there will be 14.8 million
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
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
Type of device
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.
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.
Benefits of mobile sites
Immediacy: accessible without downloads
Compatibility: across all mobile devices
Time & cost: cheaper & quicker to develop than
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)
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.
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
People will look at your website first before they do
How much is a click worth?
Stay top of mind.
Quality vs. Quantity.
Panda (Feb 2011): Update targeting low quality
or thin sites.
Penguin (Apr 2013): Update targeting linking
Hummingbird (Aug 2013): New algorithm with a
focus on answers and ‘conversational’ search.
Privacy of keyword data.
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
Make sites device friendly
Integrate SEO, social and email together
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.
The time for mobile is now. More emails are
opened on mobile devices than desktop
Only 2% of website traffic converts on the first visit.
Social signals tell Google how important this
information is. Social and SEO are intertwined.
Integrate your marketing to
produce the strongest results