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2013 Internet Marketing Trends (and How They'll Affect Your Organization)

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In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.

Published in: Business

2013 Internet Marketing Trends (and How They'll Affect Your Organization)

  1. 2013 Internet Marketing Trends & How They Will Affect Your Organization Seattle Tech Forum Feb 13th, 2013 Presented by @KaneJamison www.ContentHarmony.com
  2. Let’s look at some trends: Organic Paid Social Search Search Media Email Mobile & Where Do Marketing Tablets We Focus?
  3. But first, a quick link dump: 1 – bit.ly/ch2013trends2 - @KaneJamison for live tweets
  4. Let’s look at some trends: Organic Search
  5. Organic Google vs. Everyone: Search Google accounts for 65.2% of searches, worldwide (comScore data, Dec 2012 searches)Sources:Source & Chart: http://searchengineland.com/google-worlds-most-popular-search-engine-148089
  6. Organic Google U.S. Market Share: Search Core Search Explicit Core Entity Search Share (%) U.S. is similar: Oct-12 Total Explicit 100.0% Core Search Google accounts Google Sites 66.9% for 66.9% of Microsoft Sites 16.0% searches. Yahoo! Sites 12.2% (comScore data, Ask Network 3.2% Oct 2012) AOL, Inc. 1.8%Sources:Source & Chart:http://www.comscore.com/Insights/Press_Releases/2012/11/comScore_Releases_October_2012_U.S._Search_Engine_Rankings
  7. Organic Some Private Data Shows Differing Trend: Search Google sending 78% of search visits (RKG data, Q4 2012) 10% 10% Google Yahoo 78% BingSources:http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf
  8. Organic B2B Search Especially: Search Optify’s B2B Report: Google sent 88% of search visits in 2012 6% 6% Google Yahoo 88% BingSources:http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf
  9. Organic Google Updates: Search Fighting Spam: Penguin + More PandaImage: http://www.flickr.com/photos/22320444@N08/5270166802/
  10. Organic Loss of Keyword Data: SearchKeyword(not provided)increasing.
  11. Organic Google+ Authorship:Search Authorship: Same rank, More clicks.
  12. Let’s look at some trends: Paid Search
  13. Paid PPC vs. Organic Search: Search Paid Search: 25% of all b search clicksSource: http://www.slideshare.net/HubSpot/the-state-of-seo-and-internet-marketing-in-2012
  14. Paid Tablet PPC: Search “Despite lower CPC than PCs, Tablets offered 68% higher ROI than PCs in Q2 2012.”Source: http://success.adobe.com/en/na/programs/digital-index/1207_13926_q2_global_ad_update.html
  15. Let’s look at some trends: Social Media
  16. Social Social Media Referral Traffic: Media Facebook & Pinterest Dominate Social Referrals Traffic in RKG’s Report… Facebook Pinterest Twitter/Reddit/LinkedinSource:http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf (Q4 2012)
  17. Social Social Media Referral Traffic: Media But Optify’s B2B Report Shows a Different Story… Visits: 54% 32% 14%Source:http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)
  18. Social Social Media Referral Traffic: Media But Optify’s B2B Report Shows a Different Story… Visits: 54% 32% 14% Leads: 9% 82% 9%Source:http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)
  19. Social Facebook for Business: Media On average, 6% of Facebook fans engage with brand pages via likes, comments, polls, and other means. Average engagement was less than 1 Like over the course of the eight weeks.Source:Napkin Labs via http://mashable.com/2012/10/18/facebook-fan-engagement-2/ (Oct 2012)
  20. Social Paid Social Media Ads: Media Advertisers are using paid social media ads more for branding (awareness) than direct-response (sales) Paid Social Media Advertising Objectives 0% 10% 20% 30% 40% 50% Primarily Branding Mixed but More Branding Mixed but More Direct Response Primarily Direct ReponseSource:http://nielsen.com/us/en/insights/reports-downloads/2012/the-paid-social-media-advertising-report-2013.html (Oct 2012)
  21. Let’s look at some trends: Email Marketing
  22. Email Delivery Rates: Marketing U.S. Commercial Email Benchmarks from Return Path for Q4 2012: Inbox Rate: 88% Spam Rate: 6% Lost Rate: 6%Source:http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
  23. Email Open Rates: Marketing Open Rate Share by Platform: Mobile: 40-50% of opens Desktop: 25-35% of opens Webmail: 25-30% of opens Variation by day of the weekSource:http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
  24. Email Mobile Open Rates: Marketing Open Rate Share by Mobile Device: iPhone: 59% of opens 85% iPad: 26% of opens Android: 14% of opens Windows Phone: 0.3% of opensSource:http://www.returnpath.com/wp-content/uploads/resource/email-mostly-mobile/Return-Path-Email-Mostly-Mobile1.jpg (Oct 2012)
  25. Email Read Rates: Marketing Email Read Rate – 17% Average Email Read Rates By Sector: Finance / Business: 25-27% +10-40% YOYSource:http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
  26. Email Read Rates: Marketing Email Read Rate – 17% Average Email Read Rates By Sector: Shopping / Education / Travel: Entertainment 15% 10% -10% YOY -20-40% YOYSource:http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
  27. Email Read Rates: Marketing Email Read Rate – 17% Average Email Read Rates By Sector: News / Social Networks 6-8% -50% YOYSource:http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
  28. Let’s look at some trends: Mobile & Tablets
  29. Mobile & Mobile Adoption: Tablets The number of mobile-connecteddevices will exceed the world population this year. 1.4 mobile devices per capita worldwide by 2017.Source:http://bit.ly/cisco-2012-mobile (Q4 2012)
  30. Mobile & Mobile Search: Tablets Estimated 25% of Google Searches were mobile in Q4 of 2012. Estimated 19% for Yahoo, 6% for Bing.Source:http://www.rimmkaufman.com/thought-leadership/quarterly-reports/q4-2012/ (Q4 2012)
  31. Mobile & Tablet Conversions:Tablets Tablets Convert Well.
  32. Mobile & Tablet Conversions: Tablets Tablets reported to convert on par with desktop (eConsultancy). Some studies report as much as 2x higher (Affiliate Window).Sources:http://econsultancy.com/us/blog/11256-cyber-monday-conversion-rates-were-higher-on-tablet-than-desktop-report (2012)http://blog.affiliatewindow.com/wp-content/uploads/2011/11/M-Commerce-The-Complete-Picture2.pdf (Aug 2011)
  33. Mobile & Tablet Conversions: Tablets Tablets converted 4x higher than smartphone conversion rates during 2012 holiday season.Sources:http://econsultancy.com/us/blog/11256-cyber-monday-conversion-rates-were-higher-on-tablet-than-desktop-report
  34. Mobile & Tablet Conversions: Tablets Tablets conversions higher on nights and weekends.Sources:http://www.getelastic.com/holiday-tablet-commerce-post-mortem-infographic/
  35. So much data! So Where Do We Focus?
  36. Where Do Digital Marketer’s Top Priorities: We Focus?Sources:Chart marketingcharts.comData http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013
  37. Where Do Changes in 2013 Marketing Budgets: We Focus?Sources:Chart marketingcharts.comData http://econsultancy.com/uk/reports/marketing-budgets
  38. So much data!Are we measuring ROI well?
  39. Where Do Changes in Measuring ROI: We Focus?Sources:Chart marketingcharts.comData http://econsultancy.com/uk/reports/marketing-budgets
  40. Where Do Changes in Measuring ROI: We Focus?Sources:Chart marketingcharts.comData http://econsultancy.com/uk/reports/marketing-budgets
  41. Where Do ROI By Channel: We Focus? Not all channels are created equally… Poor Average Good Excellent SEO Email PPC Affiliate Social Mobile Offline Online Marketing Media Direct Display Marketing AdsSources:Chart marketingcharts.comData http://econsultancy.com/us/reports/email-census
  42. How will this affect our marketing strategy?Here’s the top 3 trends I see occurring:
  43. How will this affect our marketing strategy?1) The content arms race heats up. Be prolific or be profound. Preferably both.
  44. How will this affect our marketing strategy? 2) Better data results in better marketing.We’ll see more use of it internally as well as publicly.
  45. How will this affect our marketing strategy? 3) Increased adoption of CRO(conversion rate optimization). It earns us better ROI fromtraffic generating activities like SEO & PPC.
  46. Thank you.Slides at ContentHarmony.com or here: bit.ly/ch2013trends Kane Jamison Marketing Director Content Harmony Twitter: @KaneJamison Email: kane@contentharmony.com

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