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DIGITAL FORECAST: Bringing 2012 DigitalMarketing Trends Into Focus
November 2, 2011
Christy Belden, Vice President, Media +Marketing
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Christy Belden 2Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 years
The Courier-Journal
University of Louisville
SEMPO-Certified
Google AdWords Individually
Certified
Christy knows marketing. PPC,
SEO, social media, email, mobile,
traditionalshes been there and
done that. She continues to build a
deep well of experience and is
always in touch with the trends and
strategies that provide a solid
return on clients investments.
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Agenda
+ Search Engine Optimization (SEO)
+ Paid Search (PPC)
+ Email Marketing
+ Display Advertising
+ Social Media Marketing
+ Mobile Marketing
+ Emerging Trends & Technologies
+ Marketing Budgets
3
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Search Engine Optimization
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SEO 5
42% of all searchers click on the top-ranked result
62% click on a page-one result
80% of unsuccessful searches are followed by a new
keyword search
Did you know?
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SEO Trends 6SEO
What is your focus for on-site SEO
development & improvement
Content?
Social media?
Site architecture?
All of the above?
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SEO Trends 7Content, Content, Content
Source: Infographic Why Content for SEO?, Brafton
http://www.brafton.com/infographics/why-content-for-seo
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SEO Trends 8Social Impact
Source: Infographic Why Content for SEO?, Brafton
http://www.brafton.com/infographics/why-content-for-seo
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SEO - 2012 9SEO Forecast
Source: Infographic Why Content for SEO?, Brafton
http://www.brafton.com/infographics/why-content-for-seo
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Paid Search (PPC)
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Paid Search Trends
Ad Extensions
+ Location extension
+ Sitelinks
+ Product extension
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Paid Search Trends 12
Source The Future of Paid Search Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
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Paid Search 13Google vs. Bing
Where do you run your paid search campaigns
Google?
Bing?
Somewhere else?
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Paid Search Trends 14The Rise of Bing
Source The Future of Paid Search Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
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Paid Search Trends 15The Rise of Bing
Source The Future of Paid Search Google, Bing or something else, State of Search,http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/
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Email Marketing
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Email Marketing 17
There are nearly 3 times as many email accounts
as there are Facebook and Twitter accounts combined.
Daily activity for email: 188 billion messages
Twitter: 140 million tweets
Facebook: 60 million updates
Did you know?
Source: The Value of Email, SmarterTools,http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
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Email Marketing Trends 18Email Marketing
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php
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Email Marketing Trends 19Did you know?
88% of B2C firms currently use email marketing, with
another 10% planning to use it before December 2011.
71% of B2B firms use email marketing.
94% of daily email users subscribed to marketing
messages.
Sources: Forrester. "How US Marketers Use Email" (2011)ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)
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Email Marketing Trends 20
66% of marketers are integrating social media
with their email marketing campaigns.
Did you know?
Source: Flowtown, http://www.mobilemarketingwatch.com/wordpress/wp-content/uploads/2010/08/Infographic-Mobile-Combined-With-Email-Social-Media-To-
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Email Marketing Trends 21Social Integration
+ Invite email subscribers to connect with brand/company on social properties
+ Increase interaction with customers in multiple channels
- Generally leads to customers who purchase more often & spend more
Source: The Number One Way to Connect Your Email and Social Media Marketing,theemailguide.com, http://www.theemailguide.com/email-marketing/the-number-one-
way-to-connect-your-email-and-social-media-marketing-by-karen-talavera-
Youre Not Alone
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22You re Not Alone
Source: http://assets.econsultancy.com/images/0001/1316/eD-MobileEmail-Infographic-gc.png
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Display Advertising
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Display Advertising Trends 24
Nearly 1.1 trillion ads were
served in the 1st quarter of 2011.
81% of online news users do not mind
ads because it allows the content to be free.
Did you know?
Source: Online Advertising and How People Feel About It (Infographic), Business 2Community
http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-
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Display Advertising Trends 25
U.S. online display ad spending is predicted
to surpass search ad spending by 2015.
Did you know?
Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011,http://www.emarketer.com/PressRelease.aspx?R=1008432
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Display Advertising Trends 26
By 2015, banner ad spending is
expected to reach $11.73 billion.
Did you know?
Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011,http://www.emarketer.com/PressRelease.aspx?R=1008432
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Display Advertising Trends 27
+ Users endorse an ad to friends & contacts
+ Change the way people view advertising by adding personal recommendations,
increasing power of the ad
Google +1 Button
Digg Diggable Banner Ads
Facebook Like-able Ads
Social Ad Endorsement
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Display Advertising Trends 28Social Media Ads on the Rise
Source: Online Advertising and How People Feel About It (Infographic), Business 2Community
http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-
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Display Advertising Trends 29Social Media Ads on the Rise
Source: The Rise of Social Network Ad Spending,http://www.flowtown.com/blog/the-rise-of-social-network-ad-
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Social Media Marketing
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Social Media Marketing
Messaging Changes
+ More than just stream of consciousness posting
+ Brands moving toward
+ Promotion messaging
+ Customer / fan engagement
+ Personification of products
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Social Media Marketing 32
+ Company posting ability
- Share latest company news directly to followers
- Supports URLs with multimedia
- New way to build engagement with customers, prospects and potential
employees
LinkedIn Company Profiles
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Social Media Marketing 33
Example: Ford Motor Company
https://plus.google.com/s/ford#114277687548103339609/posts
Google+ Company Profiles
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Social Media Marketing 34Did you know?
Social media adoption among U.S.
small businesses has tripled since 2008.
61% of small business owners use social media
to identify and attract new customers.
Source: Past, Present and Future of Blogging Infographics,http://www.jeffbullas.com/2011/09/16/past-present-and-future-of-blogging-3-
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Social Media Marketing Trends 35Social Media
How many of you use social media for
your B2B company or firm?
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Social Media Marketing 36
86% of B2B firms are using social media.
B2B spending on interactive marketing is expected to double in 5
years.
Business to Business
Source: The State of B2B Social Media Marketing [Infographic],http://mashable.com/2010/11/11/b2b-social-media-marketing-infographic/
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Emerging Trends & Technologies 37
+ Meta-trend comprising of several components:
- Social media
- E-commerce
- Social technology
+ Designed out of emerging cultural change and outreach fostering a unique and
effective collaboration at the enterprise level.
Social Business
Source: Lets Get Down to Social Business, Garious,https://reader009.{domain}/reader009/html5/0506/5aef2896f390a/5aef28ae03a72.jpg
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Mobile Marketing
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Mobile Marketing 39
By 2013
80% of major U.S. brands
will be using mobile marketing.
Smartphone users are predicted
to reach over 60 million.
Did you know?
Source: Digital Marketing Budgets, Garious,http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg
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Mobile Marketing 40
80% of searchers research online
before purchasing in a 10-20 mile radius.
Did you know?
Source: The Local Mobile Search, One Mobile Mediahttp://onemobilemedia.com/blog/the-local-mobile-search/
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Mobile Marketing 41Local Mobile Search
Source: The Local Mobile Search, One Mobile Mediahttp://onemobilemedia.com/blog/the-local-mobile-search/
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Mobile Marketing 42Mobile Wallets & NFC
Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The NewCredit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-
goodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/
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Mobile Marketing 43Mobile Wallets & NFC
Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The NewCredit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-
goodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/
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Mobile Trends 44Mobile Marketing
Do you use a tablet device for work-related activities?
For personal use as a consumer?
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Mobile Marketing 45
2012 more tablets will sell per year than
notebook laptops
2014 1 in 5 consumers will own a tablet
Tablets
Sources: Tablets at Work: State of the Tablet Infographic, GottaBeMobile,http://www.gottabemobile.com/2011/08/17/tablets-at-work-state-of-the-tablet-infographic/
The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png
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Mobile Marketing 46Tablets Usage Breakdown
Source: The State of Tablet Adoption at Work,
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Future of Mobile Marketing Spend 47
Source: Digital Marketing Budgets, Garious,http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg
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Mobile Marketing
Voice Search
+ Changing the way consumers search
- Burger Restaurants Louisville vs. Any good burger joints around
here?
- weekend weather Louisville vs.
Will it be sunny this weekend in Louisville?
+ Businesses should be aware & consider changes
to SEO strategy to include:
1. How consumers type search on
a mobile browser2. How consumers ask questions
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Emerging Trends & Technologies
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Emerging Trends & Technologies 50
Expected ad spending -
+ 2012: $3.09 billion
+ 2013: $4.20 billion
+ 2014: $5.64 billion
+ 2015: $7.11 billion
+ Spending to surpass classifieds
and directories in market
share by 2013.
Video Ads
Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011,http://www.emarketer.com/PressRelease.aspx?R=1008432
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Emerging Trends & Technologies 51
+ In-store displays convenience stores, retail, grocery stores
+ Building lobby signage
+ Digital menu boards
+ Storefront signage
+ Mass transit signage bus & subway+ LED Video scoreboards
+ Interactive signage text-to-screen
+ Digital billboards
Digital Signage
Source: Digital Signage: How it Affects Our Everyday Life, Digital Ad Tech,http://digitaladtech.com/Blog/wp-content/uploads/2011/10/digitalsignage-infographic.png
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Emerging Trends & Technologies 52
+ More than signage interaction with the consumer while providing an
advertising message
Digital-Out-Of-Home Advertising
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Whats Next?
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Whats Next? 54Do you dive right in?
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Whats Next? 55Make the Biggest Splash
Thinking about using new trends & technologies in 2012?
+ Be sure those you use fit into your companys overall marketing plan and
strategy
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