B2B Digital Marketing Trends - NOV 2012

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Content marketing, measurement strategies and how to companies are using social, mobile, and augmented reality technology to engage

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B2B Digital Marketing Trends - NOV 2012

  1. 1. b2b digital marketing trendsNovember 2012www.tenfouragency.com
  2. 2. tenfour = portland
  3. 3. imagines experiencestenfour the world talks about. develops experiences tenfour that produce business results. designs experiences tenfour with unheard-of efficiency. 3
  4. 4. tenfour knows business Built for business. Compatible with life.
  5. 5. SOCIAL MEDIA—OTHER THAN BLOGS 87 %ARTICLES ON YOUR WEBSITE 82%E-NEWS LETTERSBLOGS 78% 77%CASE STUDIES 71% 70%VIDEOSARTICLES ON OTHER WEBSITES 70%IN-PERSON EVENTS 69%WHITE PAPERS 61%WEBINARS/WEBCASTS 59%RESEARCH REPORTS 44%MICROSITES 40%INFOGRAPHICS 38%BRANDED CONTENT TOOLS 38%MOBILE CONTENT 33%EBOOKS 32%PRINT MAGAZINES 31%BOOKS 29%VIRTUAL CONFERENCES 28%PODCASTS contentLICENSED SYNDICATED CONTENTMOBILE APPS 27% 26% 26% conferencesDIGITAL MAGAZINES 25%PRINT NEWLETTERS 24% is (still) • Content is marketingANNUAL REPORTS 20%GAMES/GAMIFICATION 11% videos, mobile content, virtual 5 king (87% use it—up 13% over 2011) • Biggest rise in research reports, • Social media most popular outlet Source: CMI/MarketingProfs
  6. 6. good very effective content CONTENT CREATION KEYWORD is a TITLE TAGS AND KEYPHASE RESEARCH SEO LANDING PAGES EXTERNALroyal pain LINK BUILDING META URL STRUCTURE BLOGGING to produce DESCRIPTION TAGS DIGITAL ASSET SOCIAL INTERNAL OPTIMIZATION MEDIA LINKING INTEGRATION“64% of B2B content marketers say COMPETITOR BENCHMARKING they are challenged with producing enough content” 2013 B2B Content Marketing Benchmarks, not effectiveBudgets, and Trends not difficult very difficult Source: MarketingProfs Sphere size indicates level of usage.
  7. 7. content strategy • A strategy is not a bundle of tactics• Incorporate a content strategy • Ask: “Content Strategy plans for creation “Why does this content delivery and governance of content.” exist today?” - HalvOrson “Who owns the content today?” “When was the last time this content was updated?” “Who are/were your key audiences?” 7
  8. 8. TIP: Start with an editorial calendarplan to improvise “The first step is to have an editorial calendar which rallies the different teams... it’s very similar to publishing a magazine. You have the theme for that edition, then you build stories around it.” Pam Didner, Intel 8
  9. 9. TENFOUR WORK: thebigreboot.bizremember to add value Organic social referrals produced over 90% of total engagement and 1.5x dwell time compared to paid media (with 3x traffic) 9
  10. 10. TIP: Post content daily for 18% higher CTR (over weekly) create curate • 82% of marketers use curation strategies • It’s OK to share content that is not always authored by you or directly connected to what you’re selling. “...instead of just investing in their blog • 87:13 (found:new) average content ratio and blogging strategies, they’re investing in content people will actually want to • Curated sites that have between share. Even if it is not directly related to 16–30% original content generate the selling something, it’s still branding.” most page views. - TechCrunch 10 Source: curata.com
  11. 11. TENFOUR WORK: tenfour.mobi make itshareworthy Outlandish mobile factoids for marketers 11
  12. 12. TIP: Add sharing buttons directly next to your content to promote distribution distillcomplexity• Summarize research - Trim videos to 30-90 seconds - Provide longer-format media in podcasts for background and commute consumption• Recognize patterns - LaunchTicker.com• Visualize with infographics - Grok at a glance - Educational, shareable, great for future reference 12
  13. 13. TENFOUR WORK: Uncommon knowlege infographic series
  14. 14. TIP: Curate snap hashtag engage repeat show then tell • Articles with images see 47% more CTRs than those without them 1 • Visual storytelling is gaining popularity on social networks - Over 25% of all B2B marketers using Pinterest 2 - Instagram on the rise following $1B acquisition 14 1. commpro.biz 2. MarketingProfs
  15. 15. TIP: Wrap tracking codes in a bit.ly for manageability and quick, independent access to metrics S IMPRESSION 194 COMMUNITYknow what 20 1 PAGE LIKE MMENT 12 215 VIMEO CONTENT CO ( R E AC H ) CONTENT LIK E 15 2 38 VIDEO UPLOAD works ENTRY RE-TWEET 16 31 5 DAILY DRAWING Y T LIKE 54 418 PARTIAL ENTR CH PAGE CONTE N MMENT (REA 509 CONTENT CO EACH) 65 RE-TWEET (R E ( R E AC H ) 661 CONTENT LIK • Add referral link strings to all G DAILY DRAWIN ) ENTRY (REACH OA D 6,825 1,320 VIDEO UPL AC H ) 1,405 TWEET E PAGE LIKE (R collateral 8,688 F U LC R U M 5 W EB IMPRESSION 1,455 VIDEO VOT E VIDEO VOTE 109,222 ( R E AC H ) • Add Google Event Tracking to every12,610 ( R E AC H ) 2,264 PA RTIAL ENTRY E (REAC key action/button ADMOB PANDORA AU 180,218 DIO ADS 2,351 PAGE CONT ENT LIK IMPRESSION ISITS • Use “time spent with brand” metric 19,397 V 2,949 PAGE TAB to quantify and equalize FACEBOOK IM PRES SION 4,920 PROMOTE D TWIT TER APP PAGE VIS ITS 42,209 24,329 15
  16. 16. TIP: Scan back side of $20 bill with the Aurasma Lite app action andactivation activation • Top B2B AR uses* 1. 19%: Replacing literature 2. 18%: Extending sales pitches 3. 16%: Events and conferences • Augmented Reality comes of age - QR Code adoption up with late adopters - Visual/audio recognition now trigger interactive experiences - NFC emerging 16 *Source: hiddenltd.com
  17. 17. Strategy jason ridgeWeb Design director, account development jridge@tenfouragency.comSocial MediaMobile Marketing kelly roseApp Development director, client services krose@tenfouragency.comSocial GamesSweepstakes daniel t woodAdvertising director, digital strategyVideo dwood@tenfouragency.comget the latest mobile facts and figures at tenfour.mobi

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