The document outlines five key trends in interactive marketing, emphasizing the importance of user-focused content, audience engagement, and the necessity of investing in advertising. It highlights the need for businesses to redesign their websites for mobile and to recognize the interplay between search and social media. Additionally, the document provides a strategic roadmap for marketers, including steps for auditing current web properties, identifying goals, and budgeting for SEO and social services.

1. THE ONLY CONSTANT IS
CHANGE

2. THE ONLY CONSTANT IS
CHANGE
(TRY TELLING THAT TO MY CEO)
2012‘s Top 5 Interactive Marketing Trends & How to Respond

3. #1 USER FOCUSED CONTENT
BarackObama.com

4. #1 USER FOCUSED CONTENT
BarackObama.com

5. #1 USER FOCUSED CONTENT
BarackObama.com

6. BECOME USER-CENTRIC
• Whyare they on your site? Or engaging with your brand?
What do they want?
• How can you make it about them?
incentives for story telling and engagement, every
• Offer
piece of content must be a two way conversation.

9. #2 AUDIENCE IS KING
The audience chooses whether or not your content flies or dies

10. #2 AUDIENCE IS KING
The audience chooses whether or not your content flies or dies

11. #2 AUDIENCE IS KING
The audience chooses whether or not your content flies or dies

12. GIVE THEM A THRONE
• Create content audience wants/needs
• Give them all of the tools they need to share
• Offer incentives for comments/shares/tweets
• Invest
in visually driven content - ex: infographics, videos,
photography

13. #3 PAY TO PLAY
Brands can’t “fake it” and have to buy their way in.

14. PLAN ACCORDINGLY
• Factorin an advertising budget for individual content
campaigns - spend at least 3x as much on advertising as you
did on creative and content.
• Also, create an ongoing advertising campaigns.
• When in doubt, remember - there is no more targeted form
of advertising. It will work.

15. #4 DESIGNING AN EXPERIENCE
The new Website automatically fits on all browsers.

16. PREPARE FOR A RE-DESIGN
• Re-design everything with mobile in mind
• New sites should adapt/change overnight
• Good Websites are re-designed every year
• Track user experience all year

17. #5 SEARCH IS SOCIAL
And there’s no going back...

18. #5 SEARCH IS SOCIAL
And there’s no going back...

19. #5 SEARCH IS SOCIAL
And there’s no going back...

20. INVEST IN SEARCH & SOCIAL
• Make investing in long-term SEO a priority
• Reset to understand that search is social and vice versa
• Every piece of content you create must be optimized

21. MAKING WAY FOR THE TRENDS
What can marketers do to stay on top?

22. STEP 1. AUDIT ALL WEB PROPERTY
Take stock of what’s working and what’s not, don’t be afraid of
what you find - see it as opportunity for growth.

23. AUDIT TOOLS
• RavenTools.com - social and SEO monitoring
• Compete.com - take a look at your competition
• CrazyEgg.com
• Google Keyword Tool
• RankTracker.com - where do you rank for certain terms?
• Your own analytics account

24. STEP 2. IDENTIFY YOUR GOAL
(And, stick with it!)

25. STEP 2. IDENTIFY YOUR GOAL
(And, stick with it!)

26. STEP 2. IDENTIFY YOUR GOAL
(And, stick with it!)

27. STEP 3. COME UP WITH A PLAN
You have your audit, you have your goal - now, create!

28. STRATEGIC ROADMAP
• One core message driving goal conversions
• Come up with the big idea and little ideas (campaigns) to
support the big idea
• Identify digital tools that will best carry messages and fix them
• Create action guide for everyone within organization
• Understand there are no start and end dates

29. STEP 4. DETERMINE YOUR BUDGET
• Use this formula
• Identify % of existing site visitors that convert
• Determine number of potential visitors
• Google keyword tool & social marketing audits or test run ad campaign.
• Predicted # of new total visitors * % of converting visitors = new # of leads.
• Let potential profits dictate what you spend. Expect to invest
at least $2500/month on SEO/Social services.

30. TYPICAL BUDGET
ALLOCATION
5%5%
20%
SEO Strategy & Execution
Social Strategy & Execution 10%
Website Updates
Ad Support
Content Creative & Creation
60%

31. IT WILL PAY OFF...
Have faith in the interwebs and what they can do for your
company.

32. LEARN MORE!
Thursday, February 23
3:00 PM - Writing the ultimate Facebook update
4:00 PM - Local SEO: Ranking in Google for local businesses
5:00 PM - Mixer & Happy Hour
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