Understand 2012 online marketing trends to make your digital marketing more effective in 2013
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Transcript of Understand 2012 online marketing trends to make your digital marketing more effective in 2013
ENGAGEMENT MARKETING SOLUTIONS THAT MOVE THE NEEDLE.
Prepared and submitted by: BURNS MARKETING COMMUNICATIONS
Tracy Earles Digital Marketing Director Phone 970.203.9656 [email protected]
Planning your 2013 marketing budget Marketing channels that matter| Fall 2012
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AGENDA
What happened in 2012 in:
Key conclusions to consider for your 2013 marketing budget
Social Media Search Display
Interactive Mobile
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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)
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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)
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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)
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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)
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FACEBOOK GOES PUBLIC
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FB LOGOUT ADS
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MOBILE SPONSORED STORY ADS FOR EVERYONE
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PROMOTED POSTS FOR (ALMOST) EVERYONE
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FACEBOOK EXCHANGE: FB NOW HAS RETARGETING
Triggit: “4X higher profit,
2.2X higher conversion
rate, 6.5X lower CPA than
traditional exchanges”
Adroll:
“16X ROI on
FBX ads”
TellApart:
“Avg CTR
of 6.65%”
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LINKEDIN COMES OF AGE
_ 175 million members
_ Profitable, with fast growing revenue
_ Revenue passes $1B run rate, growing at 90% (Q/Q)
Hiring
solutions Marketing
solutions
Premium
subscriptions
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LINKEDIN DELIVERS HIGH QUALITY TRAFFIC
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LINKEDIN’S IMPROVED ENGAGEMENT MEASUREMENT TOOLS
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TOOLS FOR TARGETED ENGAGEMENT
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THE MATURING OF SEARCH
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BETTER TARGETING OF MOBILE USERS
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BROADENING RETARGETING
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DISPLAY POISED FOR STRONG GROWTH
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DISPLAY IS GROWING FASTER THAN PAID SEARCH
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RECOMMENDATIONS FOR 2013
_ It’s time to explore Facebook advertising more, even for B2B
_ Your B2B social media communications strategy should include a LinkedIn specific component
_ Your paid search campaign needs to accommodate specific features for mobile
_ It’s time to revisit banners, starting with retargeting, and incorporate them into your multichannel promotion plans
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BURNS WEB TRAFFIC NOW HAS STRONG MOBILE COMPONENT
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WHAT HAPPENED IN 2012 – INTERACTIVE
The megatrend is mobile. The explosion of devices and doubling of web traffic from mobile sources in the last year are changing the playing field – again. How can you adapt and take advantage of it?
_ Understand the change in behavior
_ Embrace a multichannel reality
_ Incorporate SMS and digital publishing
_ Utilize responsive web design
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MOBILE BEHAVIOR
Mobile devices have changed the way people consume and process information. It has radically changed their expectations of engagement.
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COMMUNICATION ACROSS MANY DEVICES
With millions of new users and hundreds of new devices being launched into the U.S. market, it’s critical to understand your customers technology preferences and how to cost-effectively deliver content to them.
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SMS (TEXTING)
Many people overlook SMS as a marketing vehicle or write it off as a B-2-C technique. But in a competitive multichannel environment, it’s an important tactical consideration.
_ 31% of adults prefer text message communication over voice.
_ On average, it takes 90 minutes to respond to an email, but 90 seconds to respond to a text message (CTIA).
_ 99% of all text message are read by the recipient in less than 3 minutes
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COMMUNICATION ACROSS MANY DEVICES
With millions of new users and hundreds of new devices being launched into the U.S. market, it’s critical to understand your customers technology preferences and how to cost-effectively deliver content to them.
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DIGITAL PUBLISHING
Digital consumption of content has exploded. Traditional publications can be repurposed to leverage existing efforts and open up new delivery channels.
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DIGITAL PUBLISHING
USES
_ Magazines and booklets
_ White papers
_ Product guides and brochures
_ Annual reports
BENEFITS
_ Enhances user interface and interaction
_ Allows readers to share via email and social networks
_ Provides interactive navigation (page flip, page preview, table of contents)
_ Is indexed by Google crawlers, providing comparable SEO capabilities to landing pages
_ Can be downloaded as a PDF and printed.
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MANY CHANNELS GUIDE A USER ONLINE
• Identify all communication
opportunities
• Align your efforts for
maximum impact
• Provide responsive design for
the best usability
Marketing channels must work together to build a cohesive picture of your brand offering, and then provide a tailored experience.
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RESPONSIVE DESIGN
A website is responsive when the output automatically responds appropriately to the device viewing it. While the approach takes additional planning, it allows for better reuse of content across multiple devices.
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RECOMMENDATIONS FOR 2013
_ Start with a review of current web analytics to gain customer insight data.
_ Optimize your website for responsive or mobile layout.
_ Identify opportunities to deliver existing or new services using an application or through mobile web.
_ Consider how SMS might be used to stay in touch or engage your target audience in a new way.
_ Give offline content new life through creative digital publishing.
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PLANNING FOR SUCCESS IN TODAY’S ENVIRONMENT
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TIP #1 PLAN BUT REMAIN NIMBLE
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TIP #2 QUALITY VS. QUANTITY
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TIP #3 GET CREATIVE
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TIP #4 START SMALL
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TIP #5 CREATE A MOSAIC
Advertising
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TIP #5 CREATE A MOSAIC
Digital
Identity
Advertising
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TIP #5 CREATE A MOSAIC
Video Email
Interactive Presentations Lead Generation
Social Media Broadcast
Outdoor Mobile
Digital
Identity
Advertising
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TIP #5 CREATE A MOSAIC
Thought Leadership
Packaging
Applications Events
Games Promotional Guerilla
Video Email
Interactive Presentations Lead Generation
Social Media Broadcast
Outdoor Mobile
Digital
Identity
Advertising
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Thought Leadership
Packaging
Applications Events
Games Promotional Guerilla
Video Email
Interactive Presentations Lead Generation
Social Media Broadcast
Outdoor Mobile
Digital
Identity
Advertising
TIP #5 CREATE A MOSAIC
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Tracy Earles
Digital Marketing Director
Rob Bean
Interactive Media Director
Stephanie Fay
Brand Strategist
Burns Marketing
970.203.9656