Digital marketing in 2015 by @tecmark (Power 50 Summit 2014)

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Tecmark's presentation on Digital Marketing in 2015 - Power 50 Summit March 2014).

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Digital marketing in 2015 by @tecmark (Power 50 Summit 2014)

  1. 1. DIGITAL MARKETING IN 2015 STACEY CAVANAGH HEAD OF SEARCH TECMARK @tecmark
  2. 2. @tecmark 9 MONTHS IN THE REAL WORLD…
  3. 3. @tecmark A LIFETIME IN THE DIGITAL MARKETING WORLD.
  4. 4. @tecmark £2.74 BILLION FORECASTED ONLINE UK GAMBLING MARKET IN 2015 Source: http://www.gamblingdata.com/
  5. 5. @tecmark Online Brand Success Paid media Owned media Earned media
  6. 6. @tecmark OWNED AND EARNED MEDIA
  7. 7. @tecmark OWNED & EARNED SUCCESS Content Marketing SEO Social
  8. 8. @tecmark WELCOME TO THE PARTICIPATION AGE http://goo.gl/FlKUx5
  9. 9. @tecmark http://goo.gl/FlKUx5
  10. 10. @tecmark http://goo.gl/FlKUx5 CONTENT AND SOCIAL ARE ABOUT ENGAGING FANS
  11. 11. @tecmark http://goo.gl/FlKUx5 AND SEO IS ABOUT CONTENT AND SOCIAL…
  12. 12. @tecmark ORGANIC SEARCH VISIBILITY IN 2015
  13. 13. @tecmark CONTENT.
  14. 14. @tecmark CONTENT. BRANDING.
  15. 15. @tecmark CONTENT. BRANDING. MOBILE.
  16. 16. @tecmark CONTENT. BRANDING. MOBILE. SOCIAL.
  17. 17. @tecmark CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE.
  18. 18. @tecmark SOME THINGS WON’T BE MUCH DIFFERENT
  19. 19. @tecmark GOOGLE WILL STILL DOMINATE THE MARKET.
  20. 20. @tecmark
  21. 21. @tecmark
  22. 22. @tecmark THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.
  23. 23. @tecmark SEARCH ENGINES ARE SMARTER
  24. 24. @tecmark IT’S HARDER TO MANIPULATE RESULTS
  25. 25. @tecmark AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
  26. 26. @tecmark THE MODERN SEO TEAM
  27. 27. @tecmark 2015 ESSENTIALS
  28. 28. @tecmark GET MOBILE
  29. 29. @tecmark NOT JUST AN APP. YOUR WEBSITE TOO.
  30. 30. @tecmark IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. Matt Cutts of Google at Pubcon in October 2013
  31. 31. @tecmark IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER. Matt Cutts of Google at Pubcon in October 2013
  32. 32. @tecmark IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. Matt Cutts of Google at Pubcon in October 2013
  33. 33. @tecmark HAVING A MOBILE SITE IS JUST THE START.
  34. 34. @tecmark http://developers.google.com/speed/pagespeed/insights
  35. 35. @tecmark ON 19TH MARCH 2014, UX RECOMMENDATIONS CAME OUT OF BETA.
  36. 36. @tecmark http://developers.google.com/speed/pagespeed/insights
  37. 37. @tecmark MOBILE READY MEANS: • Loading quickly on mobile
  38. 38. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen
  39. 39. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see
  40. 40. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see • Enabling users to read without pinching and zooming!
  41. 41. @tecmark GOOGLE’S ALGORITHMS STILL WON’T BE GOOD ENOUGH TO STOP LINK SPAM
  42. 42. @tecmark CUE THE MANUAL ACTIONS TEAM
  43. 43. @tecmark EXPEDIA.COM
  44. 44. @tecmark HALIFAX.CO.UK
  45. 45. @tecmark MARKSANDSPENCER.COM
  46. 46. @tecmark BUT GOOGLE NEEDS LINK METRICS.
  47. 47. @tecmark OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS
  48. 48. @tecmark BRAND SIGNALS
  49. 49. @tecmark BRAND SEARCH VOLUME WILL MATTER MORE
  50. 50. @tecmark SENTIMENT
  51. 51. @tecmark SOCIAL IN 2015
  52. 52. @tecmark http://goo.gl/FlKUx5
  53. 53. @tecmark NO DIRECT IMPACT ON SEARCH RANKINGS https://www.youtube.com/watch?v=udqtSM-6QbQ
  54. 54. @tecmark BUT… http://socialmarketingwriting.com/how-to-perform-seo-on-your- website-with-social-media-infographic/
  55. 55. @tecmark DIRECT INFLUENCE ON FANS. DIRECT INFLUENCE ON SALES.
  56. 56. @tecmark 2015 OPPORTUNITY
  57. 57. @tecmark
  58. 58. @tecmark • 300 million users
  59. 59. @tecmark • 300 million users • 20 million unique monthly mobile users
  60. 60. @tecmark • 300 million users • 20 million unique monthly mobile users • 4% of European social sharing
  61. 61. @tecmark CONTENT MARKETING
  62. 62. @tecmark THE LINE BETWEEN BRANDS AND PUBLISHERS WILL BE EVEN MORE BLURRED
  63. 63. @tecmark THERE WILL BE EVEN MORE CONTENT TO COMPETE WITH
  64. 64. @tecmark BEING SEEN WILL BE TOUGHER.
  65. 65. @tecmark BUT THOSE GETTING CONTENT MARKETING RIGHT WILL LOWER THEIR CPA. http://offers.hubspot.com/2013-state-of-inbound-marketing
  66. 66. @tecmark INNOVATION IS ESSENTIAL
  67. 67. @tecmark
  68. 68. @tecmark
  69. 69. @tecmarkhttp://goo.gl/w6cvP
  70. 70. @tecmark THE FILTER BUBBLE http://www.thefilterbubble.com/
  71. 71. @tecmark MORE PAID MEDIA WILL BE USED TO LEVERAGE CONTENT MARKETING
  72. 72. @tecmark
  73. 73. @tecmark Online Brand Success Paid media Owned media Earned media
  74. 74. @tecmark WE’LL SEE MORE OF THIS…
  75. 75. @tecmark GOOGLE PLAYING THE COMPARISON SITE
  76. 76. @tecmark GOOGLE COULD BECOME A COMPETITOR FOR YOUR AFFILIATES.
  77. 77. @tecmark
  78. 78. @tecmark
  79. 79. @tecmark
  80. 80. @tecmark
  81. 81. @tecmark WHAT NEXT?
  82. 82. @tecmark ODDS COMPARISON?
  83. 83. @tecmark FIRST DEPOSIT BONUS COMPARISON?
  84. 84. @tecmark I’M NOT SAYING IT WILL HAPPEN.
  85. 85. @tecmark BUT IT COULD
  86. 86. @tecmark AND GOOGLE HAS A TRACK RECORD
  87. 87. @tecmark 2015 CHALLENGES & OPPORTUNITIES
  88. 88. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site
  89. 89. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site • Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.
  90. 90. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site • More noise in the content landscape and an increased need to compete effectively • More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences
  91. 91. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost.
  92. 92. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
  93. 93. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well. • Content marketing, done right, lowers CPA and increases loyalty
  94. 94. @tecmark THANK YOU www.tecmark.co.uk

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