1. Online marketing trends show that inbound marketing is more effective and cheaper than outbound marketing. Social media is also a major driver of online traffic and sales. 2. Search engine optimization is a key tactic for increasing organic website traffic and rankings. Combining SEO with paid search like Google AdWords can significantly boost key metrics like clicks, conversions, and revenue. 3. As internet and smartphone usage rises, more consumers research and shop online. Social platforms are increasingly important for building brands and generating leads. Mobile commerce is also growing rapidly.

1. CURRENT ONLINE MARKETING TRENDS

2. GENERAL TRENDS
Inbound marketing is
62
80
More than
% of
people have access
to the internet.
%
CHEAPER
per lead than
Outbound marketing
Inbound marketing
tactics do not only
generate leads, they
also generate revenue
and awareness.
1
3
1/3 of all advertising
spend in the UK is on
the Internet.

3. THE UK INTERNET USER
The average person
spends more than
Everyday we conduct
approximately
10h
A WEEK
online, up from 30
hours in 2010.
billion
hours
50
8.64
searches on Google,
14
More than
% of 18-24
year olds spend more
than 10 hours a day online on the weekend.
16.4% of traffic is gen-
erated by users accessing the internet through
smartphones, tablets
and other connected
devices.

4. SEO (SEARCH ENGINE OPTIMISATION)
‘‘SEO is a technique which helps your web-
site to be found and ranked on search engines
higher than others sites.
This optimisation of the organic content of the
website enables an increase in traffic, thus improving your conversion rate.
In general, people visit websites which are
ranked on the top of the first page of the
search engine.
By increasing your organic visibility, you will
increase your traffic, therefore your number of
leads and your revenue. ’’

5. SEO MARKET
SEO MARKET GREW BY
OVER
£400
million
spent on
S.E.O
in the UK
last year
+18
LAST YEAR
47%
%
4500
WEB SEARCHES
PER SECOND
Of companies spend at least
£10,000 per year on SEO and
20% spend more than £50,000.
They’re investing well.

6. SEO FACTS
62
Inbound leads cost
%
LOWER
than Outbound leads.
70-80% of us-
ers ignore the paid,
focusing on the
organic results.
SEARCH
is the #
1
driver of traffic
to content sites,
beating social
media by more
than 300%.
15
12
9
6
3
14.6%
1.7%
0
SEO leads have a 14.6%
close rate, while outbound
leads (such as direct mail
or print advertising) have
a 1.7% close rate.

7. SEO FACTS
70% of the links users
#1
18.6%
#2 10%
#3 7%
click on are organic.
Of users
75% NEVER SCROLL
past the first page of search results.
18.6% of organic
clicks go to the
#1 position.
10% of organic
clicks go to the
#2 position,
7% of organic
clicks go to the
#3 position.

8. PPC (PAY PER CLIC)
‘‘Short for Pay Per Click, PPC is an Inter-
net marketing formula used to price online
advertisements. In PPC programs the online
advertisers will pay Internet Publishers the
agreed upon PPC rate when an ad is clicked
on, regardless if a sale is made or not.
With pay per click in search engine advertising, the advertiser would typically bid on a
keyword so the PPC rate changes.
On single websites - or network of content
websites - the site publisher would usually set
a fixed pay per click rate. Also called CostPer-Click (CPC).’’

9. IMPACT OF PPC ON SEO
organic
running
S.E.O + P.P.C
efforts
=
campaign
TOTAL
number of
clicks
+25%
GO
TOTAL REVENUE
generated by
combining
S.E.O and P.P.C
yielded a profit of
27
%
HIGHER
than S.E.O alone.

10. INPACT OF PPC ON SEO
100
TIME ON SITE +39%
0
VISITORS +40.7%
20
ACTIONS +45%
40
CLICKS +91.8%
60
PAGE VIEWS +43.6%
80
ORDERS +44.9%
The addition of organic SEO to a
pre existing PPC campaign yielded
great benefits, by iCrossing.

11. INPACT OF PPC ON SEO
Total increase
CLICKS
0.71
17.85
ACTIONS
0.39
ORDERS
0.39
PAGE VIEWS
190.13
VISITORS
TIME ON SITE
Paid search only
173.85
1.72
1.72
794.71
39.37
145.99
47,244.72
164,690.69
1.33
1.33
604.58
106.62
117,445.97
Paid search & ranked in natural search

12. GOOGLE : AUDIENCE PER MONTH IN THE UK
AUDIENCE
33,667,000
TIME SPENT PER PERSON:
1h28
PAGES VISITED
PER PERSON:
203
MAIN SHOPPER
15,514,000
UPPER MIDDLE TO
LOWER MIDDLE CLASS:
20,251,000

13. HIGH RANKING BENEFITS ON GOOGLE
30%
Of companies
spend up to
£5,000 on SEO
each year, some
spend over £1m.
93% of online experiences
begin with a search engine.
Of users
75% NEVER SCROLL
past the first page of search results.
64% of people in the
UK use SEO, as compared 3 years ago.

14. INCREASE YOUR REVENUE WITH A HIGHER RANKING
INCREASE
CONTENT
HIGHER SEARCH ENGINE
RANKING RESULTS
INCREASE
POPULARITY
MORE REVENUE
MORE TARGETED
TRAFFIC

15. CONSUMERS USE THE INTERNET TO AVOID GOING
TO SHOPS OR TO FACILITATE “WINDOW SHOPPING”
20% of monthly Google searches
are for local businesses.
UK consumers
spent an average of
£
96% of UK consumers book their travel
online.
60% of mobile phone
users in the UK own a
smartphone
1213
PER YEAR
each on online shoppping in 2012.

16. ONLINE SHOPPING VALUE PER HEAD PER YEAR IN UK
1400
1200
1000
800
600
400
200
0
UK
2007
2008
2009
2010
2011
2012

17. BLOGGING FACTS
75%
of people who maintain their blogs for a
business, report that
their blogs have increased their visibility
within their industry.
56%
say blogs helped them
to establish a position
as a thought leader
within their industry.
Companies that blog have
+97%
Companies that blog
have an average of
+434
%
INDEXED PAGES
and companies with
more indexed pages
get far more leads.
of inbounds links.

18. SOCIAL MEDIA FACTS
WHAT PEOPLE DO ON THE INTERNET PER HOUR
4.6
4.4
3.7
2.9
2.7
2.3
1.8
SHOPPING
BROWSING
GAMING
MULTIMEDIA
SOCIAL
NEWS
EMAIL

19. IMPACT OF SOCIAL MEDIA
is the most searched for term on the Internet in all
comparator countries – except Japan, Russia and China.
In one month, in
2011, there were
billion
2,4
VISITS
from UK users.
57%
estimated user-generated or consumer product
reviews as vital.
59%
of UK shoppers said
that online product
ratings were a key
factor in 2010.

20. SOCIAL MEDIA GENERATES LEADS
85%
of advertisers are most
likely to generate leads
through email and online transactions.
42%
Online lead generation is
now responsible for 42% of
total sales.
18%
Email marketing (inhouse lists) accounts
for 18% of online lead
generation.

21. M-COMMERCE
1/6
smartphone
owners
in the UK
accesses
news on their
handset
almost every
day.
39%
Of smartphone owners have already used
their mobile device to
make a purchase.
Most of the UK merchants
expect mobile commerce
to be part of their main
strategy within the next 12
months and more than 40
plan to have a transactional mobile site or application within the next year.
10%
indicating intentions
to start selling via mobile
applications or devices over
the next three years.

22. UK SMALL AND MEDIUM SIZE BUSINESS TRENDS
70%
Of SMB owners currently use social networks and 49%
of them use them as part of their marketing
initiatives.
Of all marketers found social media helps get them
increased exposure.
72%
88%
Of all marketers saw increased traffic and subscriptions as a direct result of social media.
Of marketers say Facebook is “critical” or “important”
to their business (+83% in 2 two years).
44%

23. FACEBOOK OPPORTUNITIES
billion
OVER 1.1
USERS
OVER 900
751 million
(brand, pages, groups,
events and communities).
The average user is connected to about 80.
Of which over half log in every day
(665 million active users each day).
using Facebook from a
mobile device each month
objects to
interact with
MORE THAN 30 MILLIONS
USERS IN THE UK
(about 50% of the population)

24. TOP FACEBOOK BRANDS
BRANDS
# OF FANS
AMAZON UK
3 525 792
SKITTLES
2 781 429
COCA-COLA
2 409 927
CADBURY CREME EGG
2 254 111
ITUNES
2 066 988

25. TWITTER
500
MILLION
TWEETS/DAY
40%
&TOTAL USERS
80% OF UK
ACTIVE USERS
are active on their
mobile as well.
Of users worldwide
simply use Twitter as
a “curated news feed
of uptades that reflect their passions”.
456
tweets per sec
Record:
6,939
You don’t
need to
Tweet to be
on Twitter.

26. TWITTER : A HUGE POTENTIAL FOR BUSINESSES
67%
OF PEOPLE
ON TWITTER
RECOMMEND
MORE LEADS
AND PRODUCTS
THOSE THAT DO NOT
COMPANIES
Of people on Twitter follow a brand (that they
will purchase from), in
comparison to only 51%
on Facebook.
2
USE TWITTER AVERAGE
times
53
%
COMPANIES THAT
1
3
/MONTH THAN
Of marketers say twitter is
“critical” or “important”
to their business.

27. TWITTER PLAYS AN ACTIVE ROLE ON PURCHASING DECISION
“ I USE TWITTER TO ...”
SEEK CUSTOMER SUPPORT
PURCHASE PRODUCTS/SERVICES
19%
21%
LOOK FOR DISCOUNT /SALES
ASK FOR OPINIONS ABOUT PRODUCTS/SERVICES
PROVIDE OPINIONS ABOUT PRODUCTS/SERVICES
LEARN ABOUT PRODUCTS/SERVICES
26%
31%
41%
42%

28. LINKEDIN
2
3
1 41% of people use
LinkedIn for Marketing.
20%
2 70% of people use LinkedIn
1
for Job-hunting.
3 80% of people use LinkedIn
for recruiting.
41% 70% 80%
times
3
MORE VISITS
FROM USERS
WITH A POST GRADUATE
DEGREE THAN AVERAGE
Of LinkedIn users are
senior level executives and managers
– Over 60% are either
decision makers in
their companies or
have direct influence
of decision making.

29. CONCLUSION
1
Internet is a crutial space for generating awareness,
engagement and revenues.
Brands must engage strategically online to ensure
success and growth to their business.
3
2
The online world represents a great opportunity for
SMB’s to compete effectively against the big brands.
With a concise digital strategy the potential is huge.
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