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Top Digital Marketing Trends of 2014 - slides 1/14/14

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  • 1. Top Digital Marketing Trends of 2014 Mike Turner Director, Business Development January 14th, 2014 #123webinar | @webmarketing123
  • 2. Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
  • 3. About Us #123webinar | @webmarketing123 3
  • 4. We are a Full Service Digital Marketing Agency: Search Engine Optimization Paid Search / Display Advertising Social Media Marketing Top 500 Fastest Growing Private US Companies #123webinar | @webmarketing123 4
  • 5. What sets us apart? #123webinar | @webmarketing123 5
  • 6. We deliver on revenue. 
 Not just leads & traffic. Each campaign includes: !   Business Research + Strategy !   Custom Scorecard Tracking !   Attribution + Data-driven Optimizations #123webinar | @webmarketing123 6
  • 7. On the Agenda 1 2 3 The Impact of 2013 A Year in Digital Marketing Review Top Trends of 2014 Roadmap to a Rapidly Changing Landscape Action Plan How to Win Digital in 2014 #123webinar | @webmarketing123
  • 8. On the Agenda 1 2 3 The Impact of 2013 A Year in Digital Marketing Review Top Trends of 2014 Roadmap to a Rapidly Changing Landscape Action Plan How to Win Digital in 2014 #123webinar | @webmarketing123
  • 9. 2013 Impact A Year in Digital Marketing Review Last year packed a punch across all channels. 2000 2005 2010 1 Organic search engine optimization 2 Paid search & display advertising 3 Social media marketing Here’s what happened #123webinar | @webmarketing123
  • 10. 2013 Impact Organic Search Engine Optimization September May Secure Search Penguin 2.0 March Panda 24 & 25 August Hummingbird #123webinar | @webmarketing123
  • 11. 2013 Impact Paid Search & Display Advertising November Ad Rank Update September Enhanced Campaigns February Offline Conversion Tracking May Penguin 2.0 Secure Search August March Panda 24 & 25 June RLSA Hummingbird October Estimated Total Conversions #123webinar | @webmarketing123
  • 12. 2013 Impact Social Media Marketing November July Enhanced Campaigns February Sponsored Updates May Penguin 2.0 January Graph Search Ad Rank Update Promoted Pins Offline Conversion Tracking Secure Search March Panda 24 & 25 September August June RLSA Hummingbird October Estimated Total Conversions Instagram Ads December +Post Ads Twitter Conversion Tag #123webinar | @webmarketing123
  • 13. On the Agenda 1 2 3 The Impact of 2013 A Year in Digital Marketing Review Top Trends of 2014 Roadmap to a Rapidly Changing Landscape Action Plan How to Win Digital in 2014 #123webinar | @webmarketing123
  • 14. Trend #1 Content Marketing Will Become More Than Just a Buzzword Modern SEO Depends on Strategic Content Creation 1 Quality Content Google updates the search algorithm 500+ times a year. 2 Secure Search Reporting Measure top performing content themes in place of specific keyword performance. #123webinar | @webmarketing123
  • 15. Trend #1 Content Marketing Will Become More Than Just a Buzzword Over half of marketers plan to invest more in content this year. 58% of B2B marketers will increase their content marketing budget. On average, 30% of B2B marketing budgets are dedicated to content. #123webinar | @webmarketing123
  • 16. Trend #1 Content Marketing Will Become More Than Just a Buzzword …and it works. B2B companies with an active content curation strategy generate 67% more leads per month than those who do not. (Hubspot, socialmediab2b.com) Content isn’t just for search engines. Content is also for prospects. No content #123webinar | @webmarketing123 Yes content
  • 17. Trend #1 Content Marketing Will Become More Than Just a Buzzword 70% of the buyer’s journey happens online. 70% Source: SiriusDecisions First three pieces of content we recommend: Your content needs to do the selling for you. Awareness Consideration #123webinar | @webmarketing123 Purchase
  • 18. Trend #2 Marketers Will Get Smarter with Marketing Automation Automation Ensures Effective Content Delivery 1 2 Audience Segmentation Automation delivers tailored content to users based on stage of the funnel. Nurture Program Automation creates nurture tracks based on unique lead behavior. Source: BtoB Online’s 2013 Marketing automation study #123webinar | @webmarketing123
  • 19. Trend #3 Mobile Investment Will Sky Rocket Cross-Device Fluency is Critical. 1 How do I calculate search ROI? Responsive Web Design RWD will become the expectation rather than the exception. 65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy. Source: Search Engine Watch; HubSpot #123webinar | @webmarketing123
  • 20. Trend #3 Mobile Investment Will Sky Rocket Cross-Device Fluency is Critical. 2 Mobile Ad Investment Google’s release of Estimated Total Conversions will give invaluable cross-device conversion insights & increase ROI on mobile ad spend. 75% of marketers plan to spend more on mobile this year. Source: Webmarketing123 2014 State of Digital Marketing Report #123webinar | @webmarketing123
  • 21. Trend #4 Brands Will Leverage Social Media to Promote Smarter, Not Harder 1 2 & Measurable Money Metrics Brands will craft a calculated approach to social, favoring niche communities that deliver results. Social Ad Investment eMarketer predicts a 27% YoY increase in social ad spend this year. 1 in 5 B2B and 1 in 3 B2C marketers 
 have generated revenue from social. #123webinar | @webmarketing123
  • 22. Trend #5 In-House Marketers Will Outsource Non-Core Marketing Functions 2014 will bring a 50% YoY increase in outsourced search marketing. #123webinar | @webmarketing123
  • 23. Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing Measuring SEO success by the following metrics is no longer enough: Number of keywords on page 1 Traffic to your website Leads
 •  •  •  
 
 Measure the money metrics: $ Qualified Leads (SQL/MQL) Sales Pipeline Closed Deal Revenue TIP: In order to measure which campaigns generate revenue, set-up your CRM system so that you can track closed deals back to the campaigns that influenced them. Then, you can start allocating your marketing dollars most effectively. #123webinar | @webmarketing123
  • 24. Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | FULL ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- - - -| #123webinar | @webmarketing123
  • 25. Trend #6 Top Marketers Will Perfect Close-Loop Reporting on Digital Marketing Tie entry page conversions to revenue in CRM & attribute to mapped keywords. You MUST map keywords! #123webinar | @webmarketing123 25
  • 26. Trend #7 2014 Will Usher in a Shift Toward Agile Marketing What is Agile Marketing? Agile, or real-time marketing, places an emphasis on using analytics lean process to create flexible, in-the-moment messaging. with a defined, Check out Oreo’s 2013 Super Bowl tweet #123webinar | @webmarketing123
  • 27. Trend #7 2014 Will Usher in a Shift Toward Agile Marketing Agile marketers can quickly identify top performing campaigns and increase investment in what’s working. They test frequently and don’t let perfect get in the way of better. Dynamic resource allocation: First three pieces of content we recommend: Campaign Revenue Opportunity KW Theme A $85,000 $ KW Theme B $60,000 $ KW Theme C $275,000 Allocation $ $ $ $ $ Trusting objective data is your ticket to success! #123webinar | @webmarketing123
  • 28. On the Agenda 1 2 3 The Impact of 2013 A Year in Digital Marketing Review Top Trends of 2014 Roadmap to a Rapidly Changing Landscape Action Plan How to Win Digital in 2014 #123webinar | @webmarketing123
  • 29. Action Plan How to Win Digital in 2014 Set yourself up for success in 2014 with 3 actionable takeaways: 1 Conduct a content audit and make a smart distribution plan. 2 Test mobile and social advertising opportunities. 3 Invest in a multi-touch attribution model. #123webinar | @webmarketing123
  • 30. THANK YOU Outshine the competition in 2014 Mike Turner Director, Business Dev. Sign up for a complimentary digital marketing consultation. Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123 30