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