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DIGITAL MARKETING
IN 2015
STACEY CAVANAGH
HEAD OF SEARCH
TECMARK
@tecmark
@tecmark
9 MONTHS IN THE
REAL WORLD…
@tecmark
A LIFETIME IN THE
DIGITAL MARKETING
WORLD.
@tecmark
£2.74 BILLION
FORECASTED ONLINE UK GAMBLING
MARKET IN 2015
Source: http://www.gamblingdata.com/
@tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media
@tecmark
OWNED AND
EARNED MEDIA
@tecmark
OWNED
& EARNED
SUCCESS
Content
Marketing
SEO Social
@tecmark
WELCOME TO THE
PARTICIPATION
AGE
http://goo.gl/FlKUx5
@tecmark
http://goo.gl/FlKUx5
@tecmark
http://goo.gl/FlKUx5
CONTENT AND
SOCIAL ARE
ABOUT ENGAGING
FANS
@tecmark
http://goo.gl/FlKUx5
AND SEO IS ABOUT
CONTENT AND
SOCIAL…
@tecmark
ORGANIC SEARCH
VISIBILITY IN 2015
@tecmark
CONTENT.
@tecmark
CONTENT. BRANDING.
@tecmark
CONTENT. BRANDING.
MOBILE.
@tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.
@tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.
USER EXPERIENCE.
@tecmark
SOME THINGS WON’T
BE MUCH DIFFERENT
@tecmark
GOOGLE WILL STILL
DOMINATE THE
MARKET.
@tecmark
@tecmark
@tecmark
THE GOALS OF
SEARCH ENGINES
WILL STILL BE THE
SAME.
@tecmark
SEARCH ENGINES ARE
SMARTER
@tecmark
IT’S HARDER TO
MANIPULATE
RESULTS
@tecmark
AND THE FOCUS NOW
IS ON BEING THE
QUALITY RESULT.
@tecmark
THE MODERN
SEO TEAM
@tecmark
2015 ESSENTIALS
@tecmark
GET MOBILE
@tecmark
NOT JUST AN APP.
YOUR WEBSITE TOO.
@tecmark
IF YOUR PHONE DOESN’T
DISPLAY FLASH, GOOGLE
WILL NOT SHOW FLASH
SITES IN YOUR RESULTS.
Matt Cutts of Google at Pu...
@tecmark
IF YOUR WEBSITE ROUTES
ALL MOBILE TRAFFIC TO
THE HOMEPAGE RATHER
THAN THE INTERNAL PAGE
THE USER WAS
ATTEMPTING T...
@tecmark
IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS
LIKELY TO RANK IT.
Matt Cutts of Google at Pubcon in October 2013
@tecmark
HAVING A MOBILE SITE IS
JUST THE START.
@tecmark
http://developers.google.com/speed/pagespeed/insights
@tecmark
ON 19TH MARCH 2014, UX
RECOMMENDATIONS CAME
OUT OF BETA.
@tecmark
http://developers.google.com/speed/pagespeed/insights
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mo...
@tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mo...
@tecmark
GOOGLE’S
ALGORITHMS STILL
WON’T BE GOOD
ENOUGH TO STOP
LINK SPAM
@tecmark
CUE THE MANUAL
ACTIONS TEAM
@tecmark
EXPEDIA.COM
@tecmark
HALIFAX.CO.UK
@tecmark
MARKSANDSPENCER.COM
@tecmark
BUT GOOGLE
NEEDS LINK
METRICS.
@tecmark
OFF PAGE IS (AND WILL
BE INCREASINGLY)
MORE THAN JUST
LINKS
@tecmark
BRAND
SIGNALS
@tecmark
BRAND SEARCH VOLUME
WILL MATTER MORE
@tecmark
SENTIMENT
@tecmark
SOCIAL IN 2015
@tecmark
http://goo.gl/FlKUx5
@tecmark
NO DIRECT IMPACT ON
SEARCH RANKINGS
https://www.youtube.com/watch?v=udqtSM-6QbQ
@tecmark
BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-
website-with-social-media-infographic/
@tecmark
DIRECT INFLUENCE ON
FANS. DIRECT INFLUENCE
ON SALES.
@tecmark
2015 OPPORTUNITY
@tecmark
@tecmark
• 300 million users
@tecmark
• 300 million users
• 20 million unique monthly mobile users
@tecmark
• 300 million users
• 20 million unique monthly mobile users
• 4% of European social sharing
@tecmark
CONTENT
MARKETING
@tecmark
THE LINE
BETWEEN BRANDS
AND PUBLISHERS
WILL BE EVEN
MORE BLURRED
@tecmark
THERE WILL BE
EVEN MORE
CONTENT TO
COMPETE WITH
@tecmark
BEING SEEN WILL
BE TOUGHER.
@tecmark
BUT THOSE
GETTING CONTENT
MARKETING RIGHT
WILL LOWER THEIR
CPA.
http://offers.hubspot.com/2013-state-of-inbound-m...
@tecmark
INNOVATION IS
ESSENTIAL
@tecmark
@tecmark
@tecmarkhttp://goo.gl/w6cvP
@tecmark
THE FILTER
BUBBLE
http://www.thefilterbubble.com/
@tecmark
MORE PAID MEDIA
WILL BE USED TO
LEVERAGE
CONTENT
MARKETING
@tecmark
@tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media
@tecmark
WE’LL SEE MORE
OF THIS…
@tecmark
GOOGLE PLAYING
THE COMPARISON
SITE
@tecmark
GOOGLE COULD
BECOME A
COMPETITOR FOR
YOUR AFFILIATES.
@tecmark
@tecmark
@tecmark
@tecmark
@tecmark
WHAT NEXT?
@tecmark
ODDS
COMPARISON?
@tecmark
FIRST DEPOSIT
BONUS
COMPARISON?
@tecmark
I’M NOT SAYING IT
WILL HAPPEN.
@tecmark
BUT IT COULD
@tecmark
AND GOOGLE HAS
A TRACK RECORD
@tecmark
2015 CHALLENGES
& OPPORTUNITIES
@tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
@tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
• Paid linking tactics being hammered do...
@tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
• More noise in the content landscape an...
@tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
@tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
• Google Plus. Google h...
@tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
• Google Plus. Google h...
@tecmark
THANK YOU
www.tecmark.co.uk
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Digital marketing in 2015 by @tecmark (Power 50 Summit 2014)

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Digital marketing in 2015 by @tecmark (Power 50 Summit 2014)

  1. 1. DIGITAL MARKETING IN 2015 STACEY CAVANAGH HEAD OF SEARCH TECMARK @tecmark
  2. 2. @tecmark 9 MONTHS IN THE REAL WORLD…
  3. 3. @tecmark A LIFETIME IN THE DIGITAL MARKETING WORLD.
  4. 4. @tecmark £2.74 BILLION FORECASTED ONLINE UK GAMBLING MARKET IN 2015 Source: http://www.gamblingdata.com/
  5. 5. @tecmark Online Brand Success Paid media Owned media Earned media
  6. 6. @tecmark OWNED AND EARNED MEDIA
  7. 7. @tecmark OWNED & EARNED SUCCESS Content Marketing SEO Social
  8. 8. @tecmark WELCOME TO THE PARTICIPATION AGE http://goo.gl/FlKUx5
  9. 9. @tecmark http://goo.gl/FlKUx5
  10. 10. @tecmark http://goo.gl/FlKUx5 CONTENT AND SOCIAL ARE ABOUT ENGAGING FANS
  11. 11. @tecmark http://goo.gl/FlKUx5 AND SEO IS ABOUT CONTENT AND SOCIAL…
  12. 12. @tecmark ORGANIC SEARCH VISIBILITY IN 2015
  13. 13. @tecmark CONTENT.
  14. 14. @tecmark CONTENT. BRANDING.
  15. 15. @tecmark CONTENT. BRANDING. MOBILE.
  16. 16. @tecmark CONTENT. BRANDING. MOBILE. SOCIAL.
  17. 17. @tecmark CONTENT. BRANDING. MOBILE. SOCIAL. USER EXPERIENCE.
  18. 18. @tecmark SOME THINGS WON’T BE MUCH DIFFERENT
  19. 19. @tecmark GOOGLE WILL STILL DOMINATE THE MARKET.
  20. 20. @tecmark
  21. 21. @tecmark
  22. 22. @tecmark THE GOALS OF SEARCH ENGINES WILL STILL BE THE SAME.
  23. 23. @tecmark SEARCH ENGINES ARE SMARTER
  24. 24. @tecmark IT’S HARDER TO MANIPULATE RESULTS
  25. 25. @tecmark AND THE FOCUS NOW IS ON BEING THE QUALITY RESULT.
  26. 26. @tecmark THE MODERN SEO TEAM
  27. 27. @tecmark 2015 ESSENTIALS
  28. 28. @tecmark GET MOBILE
  29. 29. @tecmark NOT JUST AN APP. YOUR WEBSITE TOO.
  30. 30. @tecmark IF YOUR PHONE DOESN’T DISPLAY FLASH, GOOGLE WILL NOT SHOW FLASH SITES IN YOUR RESULTS. Matt Cutts of Google at Pubcon in October 2013
  31. 31. @tecmark IF YOUR WEBSITE ROUTES ALL MOBILE TRAFFIC TO THE HOMEPAGE RATHER THAN THE INTERNAL PAGE THE USER WAS ATTEMPTING TO VISIT, IT WILL BE RANKED LOWER. Matt Cutts of Google at Pubcon in October 2013
  32. 32. @tecmark IF YOUR SITE IS SLOW ON MOBILES, GOOGLE IS LESS LIKELY TO RANK IT. Matt Cutts of Google at Pubcon in October 2013
  33. 33. @tecmark HAVING A MOBILE SITE IS JUST THE START.
  34. 34. @tecmark http://developers.google.com/speed/pagespeed/insights
  35. 35. @tecmark ON 19TH MARCH 2014, UX RECOMMENDATIONS CAME OUT OF BETA.
  36. 36. @tecmark http://developers.google.com/speed/pagespeed/insights
  37. 37. @tecmark MOBILE READY MEANS: • Loading quickly on mobile
  38. 38. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen
  39. 39. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see
  40. 40. @tecmark MOBILE READY MEANS: • Loading quickly on mobile • Enabling users to navigate around on a small screen • Taking mobile users to the content they expect to see • Enabling users to read without pinching and zooming!
  41. 41. @tecmark GOOGLE’S ALGORITHMS STILL WON’T BE GOOD ENOUGH TO STOP LINK SPAM
  42. 42. @tecmark CUE THE MANUAL ACTIONS TEAM
  43. 43. @tecmark EXPEDIA.COM
  44. 44. @tecmark HALIFAX.CO.UK
  45. 45. @tecmark MARKSANDSPENCER.COM
  46. 46. @tecmark BUT GOOGLE NEEDS LINK METRICS.
  47. 47. @tecmark OFF PAGE IS (AND WILL BE INCREASINGLY) MORE THAN JUST LINKS
  48. 48. @tecmark BRAND SIGNALS
  49. 49. @tecmark BRAND SEARCH VOLUME WILL MATTER MORE
  50. 50. @tecmark SENTIMENT
  51. 51. @tecmark SOCIAL IN 2015
  52. 52. @tecmark http://goo.gl/FlKUx5
  53. 53. @tecmark NO DIRECT IMPACT ON SEARCH RANKINGS https://www.youtube.com/watch?v=udqtSM-6QbQ
  54. 54. @tecmark BUT… http://socialmarketingwriting.com/how-to-perform-seo-on-your- website-with-social-media-infographic/
  55. 55. @tecmark DIRECT INFLUENCE ON FANS. DIRECT INFLUENCE ON SALES.
  56. 56. @tecmark 2015 OPPORTUNITY
  57. 57. @tecmark
  58. 58. @tecmark • 300 million users
  59. 59. @tecmark • 300 million users • 20 million unique monthly mobile users
  60. 60. @tecmark • 300 million users • 20 million unique monthly mobile users • 4% of European social sharing
  61. 61. @tecmark CONTENT MARKETING
  62. 62. @tecmark THE LINE BETWEEN BRANDS AND PUBLISHERS WILL BE EVEN MORE BLURRED
  63. 63. @tecmark THERE WILL BE EVEN MORE CONTENT TO COMPETE WITH
  64. 64. @tecmark BEING SEEN WILL BE TOUGHER.
  65. 65. @tecmark BUT THOSE GETTING CONTENT MARKETING RIGHT WILL LOWER THEIR CPA. http://offers.hubspot.com/2013-state-of-inbound-marketing
  66. 66. @tecmark INNOVATION IS ESSENTIAL
  67. 67. @tecmark
  68. 68. @tecmark
  69. 69. @tecmarkhttp://goo.gl/w6cvP
  70. 70. @tecmark THE FILTER BUBBLE http://www.thefilterbubble.com/
  71. 71. @tecmark MORE PAID MEDIA WILL BE USED TO LEVERAGE CONTENT MARKETING
  72. 72. @tecmark
  73. 73. @tecmark Online Brand Success Paid media Owned media Earned media
  74. 74. @tecmark WE’LL SEE MORE OF THIS…
  75. 75. @tecmark GOOGLE PLAYING THE COMPARISON SITE
  76. 76. @tecmark GOOGLE COULD BECOME A COMPETITOR FOR YOUR AFFILIATES.
  77. 77. @tecmark
  78. 78. @tecmark
  79. 79. @tecmark
  80. 80. @tecmark
  81. 81. @tecmark WHAT NEXT?
  82. 82. @tecmark ODDS COMPARISON?
  83. 83. @tecmark FIRST DEPOSIT BONUS COMPARISON?
  84. 84. @tecmark I’M NOT SAYING IT WILL HAPPEN.
  85. 85. @tecmark BUT IT COULD
  86. 86. @tecmark AND GOOGLE HAS A TRACK RECORD
  87. 87. @tecmark 2015 CHALLENGES & OPPORTUNITIES
  88. 88. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site
  89. 89. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site • Paid linking tactics being hammered down on even more. This presents a huge challenge in industries that have historically relied on them.
  90. 90. @tecmark CHALLENGES • Google increasingly playing the role of the comparison site • More noise in the content landscape and an increased need to compete effectively • More screens. Higher consumer demand for speed. Higher demand from Google for fast user experiences
  91. 91. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost.
  92. 92. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well.
  93. 93. @tecmark OPPORTUNITIES • Get mobile right and there’s way more to be had than just a search boost. • Google Plus. Google has to make this work and WILL. Thus far, few companies are doing this particularly well. • Content marketing, done right, lowers CPA and increases loyalty
  94. 94. @tecmark THANK YOU www.tecmark.co.uk

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