This document summarizes a webinar presented by Webmarketing123 on digital marketing trends for 2015. The webinar covered the impact of 2014 on search engine algorithms, top trends for 2015 including mobile usability and native ads, and an action plan. Key points included: thinking mobile first as mobile usage surpasses desktop, doubling down on native ads as buyers prefer them over traditional ads, going "old school" with great content, and getting comfortable with big data to tie campaigns to revenue. The webinar provided recommendations on completing a mobile checklist, testing native ads, investing in content, and closing the loop on revenue reporting to start 2015 strongly.

1. #123webinar | @webmarketing123

2. #123webinar | @webmarketing123
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2. Can I have a copy of the slides?
Tweet @webmarketing123 or use #123webinar.
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FAQs

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Our agency drives revenue.
Not just clicks and traffic.
SEM SEO Attribution Display Video
Content
Creation
ROI
Tracking
Social Website
Design
Conversion
Optimization
/ About Webmarketing123

4. #123webinar | @webmarketing123
1 The Impact of 2014
A Year in Digital Marketing Review
2 Top Trends of 2015
Roadmap to a Rapidly Changing Landscape
3 Action Plan
How to Win Digital in 2015
On the Agenda

5. #123webinar | @webmarketing123
2014 shook up search quite a bit.
/ The Impact of 2014
May 20th
Panda 4.0
debuts.
August 20th
Authorship
gets the ax.
July 24th
Pigeon came
on the scene.
August 6th
Ranking boost to
SSL websites.
June 12th
Payday Loan
3.0 rolls out.
All of this happened in the last seven months!
September 25th
Panda 4.1 enters
the scene.
October 17th
Penguin 3.0
rolls out.

6. #123webinar | @webmarketing123
1 The Impact of 2014
A Year in Digital Marketing Review
2 Top Trends of 2015
Roadmap to a Rapidly Changing Landscape
3 Action Plan
How to Win Digital in 2015
On the Agenda

7. #123webinar | @webmarketing123
Think mobile first.1
/ Top Trends of 2015
Mobile surpassed PC internet usage for the 1st time this year.
Seriously.

8. #123webinar | @webmarketing123
Think mobile first. Seriously.1
65% of online searches begin on a
mobile device, yet only 16% of
marketers have a developed mobile
strategy.
Source: Search Engine Watch; HubSpot
93% of people who used mobile to research
went on to make a purchase.
Source: Google, Mobile Path to Purchase
/ Top Trends of 2015

9. #123webinar | @webmarketing123
Think mobile first. Seriously.1
Google launched mobile friendly search labels on November 18th.
/ Top Trends of 2015

10. #123webinar | @webmarketing123
Think mobile first. Seriously.1
Ace the basics of mobile-friendly search:
Source: Search Engine Land, “Google Officially Launch “Mobile-Friendly” Labels in Mobile Search Results.”
1
2
Avoid software that’s not common on mobile, like Flash.
Make sure text is readable without zooming.
3 Fit content to the screen so vertical or horizontal scrolling isn’t required.
4 Leave enough space between links.
/ Top Trends of 2015

11. #123webinar | @webmarketing123
Think mobile first. Seriously.1
• Uses the same URL,
but serves different
code depending on
visitor’s device.
• One SEO strategy.
• Requires two sets of
codes and two URLs.
• Error prone.
• Two SEO strategies.
• Same code works
across all devices.
• Reduces room for
error.
• One SEO strategy.
Responsive Design Dynamic Serving Mobile Site
Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”
Know your mobile development options.
/ Top Trends of 2015

12. #123webinar | @webmarketing123
Double down on native ads.2
Source: Wikipedia
Native Advertising
A form of online advertising that
matches the form and function on
which it appears.
/ Top Trends of 2015

13. #123webinar | @webmarketing123
Double down on native ads.2
Buyers prefer native advertising.
Source: MarketingProfs, “Why B2B Marketers Need to Embrace Native Advertising
70%
of buyers want to
learn about products
through
content
over traditional ads.
52%
of people who click
on native ads have
purchase
intent.
.
75%
of publishers now
offer some type of
native
advertising.
/ Top Trends of 2015

14. #123webinar | @webmarketing123
Double down on native ads.2
Social networks & publishers will switch from earned to paid media.
Facebook organic reach is expected to
hit nearly zero by the end of 2014.
Source: Forbes, “Facebook Puts Everyone on Notice About the Death of
Organic Reach.”
Prospects see 3,500+ marketing
messages per day.
Source: Yankevich Consumer Research
/ Top Trends of 2015

15. #123webinar | @webmarketing123
“At its best, good link
building is indistinguishable
from good marketing.”
Cyrus Shepard
Content Marketer, Moz
Go old school with great content.3
/ Top Trends of 2015

16. #123webinar | @webmarketing123
Acquire leads. Nurture leads. Sell leads..
Effective content is the
backbone of inbound &
outbound marketing.
Go old school with great content.3
/ Top Trends of 2015

17. #123webinar | @webmarketing123
Winning inbound with digital means creating SEO-friendly content.
Go old school with great content.3
/ Top Trends of 2015

18. #123webinar | @webmarketing123
Winning inbound with digital means creating SEO-friendly content.
Go old school with great content.3
/ Top Trends of 2015

19. #123webinar | @webmarketing123
Awareness
Evaluation
Purchase
Educate prospects on the
value of digital marketing &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
“The Definitive Guide to Display
Advertising”
“Why our Strategy is Better than
the Other Guys”
“How to Close More Deals via
Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
Build an outbound strategy. Map content to the funnel & distribute based on
behavior.
Go old school with great content.3
/ Top Trends of 2015

20. #123webinar | @webmarketing123
Source: Adobe
76% of marketers agree
they need to be more
data-focused. Yet,nearly halfcontinue to rely on“gut instinct.”
Get comfortable with Big Data.4
It’s easy to get
lost in data.
/ Top Trends of 2015

21. #123webinar | @webmarketing123
Get comfortable with Big Data.4
It’s not enough to measure leads alone.
/ Top Trends of 2015

22. #123webinar | @webmarketing123
Get comfortable with Big Data.4
Master revenue reporting by tying campaigns to revenue in CRM.
/ Top Trends of 2015

23. #123webinar | @webmarketing123
1 The Impact of 2014
A Year in Digital Marketing Review
2 Top Trends of 2015
Roadmap to a Rapidly Changing Landscape
3 Action Plan
How to Win Digital in 2015
On the Agenda

24. #123webinar | @webmarketing123
2015 Action Plan
/Action Plan
Start the year right with these 4 steps:
1
2
Complete the mobile-friendly check-list.
Test native ads on networks most relevant to your target.
3 Invest in great content to fuel inbound and outbound marketing.
4 Finally close the loop on revenue reporting.

25. #123webinar | @webmarketing123
e: results@webmarketing123.com t: 800. 619. 1570
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Talk!
Mike Turner, Webmarketing123
Director of Business Development
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