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Emerging trends in social media and mobile marketing are sparking tremendous demand for key digital marketing talent. Despite these trends, only 16 percent of businesses say they have the right people in place for their digital marketing needs. In this interactive presentation, you'll hear about these intriguing new trends and the key roles needed to capitalize on these new opportunities.
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Successfully Tackling Emerging Marketing Trends
Emerging marketing key trends discussed in this webcast presented by Eric Waldinger, SVP, Group Managing
Director of Aquent are...
> Social Media: Social networks have almost caught up with search engines for Internet visits, with 70 percent of Internet users reporting that online reviews influence their buying decisions. Brands need to be strong in SEO, SEM, and SMO (social media optimization).
> Mobile Marketing: In 2014, mobile Internet usage is expected to overtake desktop Internet usage. This is compelling brands across all verticals to invest in mobile marketing that engages consumers in new and interesting ways.
This material is confidential, and should not be shared with anyone other than the intended.
2011 Emerging Trends
Agenda
The new marketing challenges for advertisers
5 new job types to meet the challenges– UX designer– UI designer– Social media planner– Integrated search manager– Analytics manager
Conclusion
Questions
Major Trends3
Convergence of SEO and Social Media
IndustryShare of French
Internet VisitsShare of UK
Internet Visits
Search Engines 14.72% 12.16%
Social Networks and Forums 12.85% 10.61%
Entertainment 12.08% 11.80%
Shopping and Classifieds 8.44% 8.74%
Business and Finance 6.60% 6.48%
Webmail Services 6.52% 3.63%
News and Media 3.31% 6.20%
Sports 2.32% 3.09%
Travel 2.05% 3.34%
Education 1.84% 2.66%
Source: Experian Hitwise
Convergence of SEO and Social Media
VS.
Top 10 Visited US WebsitesWebsites for the industry “all categories,” ranked by visits for the week ending 09/03/2011.
Rank Website
1 Facebook
2 Google
3 YouTube
4 Yahoo! Mail
5 Yahoo!
6 Yahoo! Search
7 Bing
8 Gmail
9 msn
10 Windows Live Mail
10.21%
7.68%
3.08%
2.79%
2.57%
1.38%
1.35%
1.21%
0.94%
0.91%
Visit Share
Convergence: Most Reliable Source of Information
50%
23%
13%
Internet
TV
Newspapers
#2 Mobile Marketing
Stores:
App StoreApple iPhone
Android MarketGoogle Android
Software StorePalm
App WorldBlackberry
App CatalogPalm/HP
Windows Marketplace
Windows Mobile
Launched:Jul 10, 2008
Launched:Oct 22, 2008
Launched:Dec 16,
2008
Launched:Apr 1, 2009
Launched:June 6, 2009
Launched:June 6, 2009
225,000 Apps 70,000 Apps 5,000 Apps 2,779 Apps 2,000 Apps 1,083 Apps
On these six stores, more than 305,862 apps are available
Mobile Marketing
There is a life after the iPhone!
Apple’s activations are up to 300,000 per day,
according to Steve Jobs.
Same figures for Android, according to Google.
Source: Gartner
Android already eclipsed Apple’s OS.
Mobile MarketingYes, there is life after the iPhone!
50
45
40
35
30
25
20
15
10
5
02009 2010 2011 2014
Android AppleResearch In Motion
Microsoft
Mobile Marketing
Over the last 5 years, mobile marketing has turned
from a nice to have to a must have.
Tactical approach
Tests of the mobile media
Messaging, still banners, mini-sites
Strategic approach
Integrated digital strategies
Dedicated teams, sites, applications, creation, UX
Within 3 to 5 years users will connect to the Internet with mobile devices more than with personal computers.
2006
Source: Morgan Stanley, Nielsen, Cisco
2011
Integrated User Experiences
VS.
Integrated User Experiences
1 2 3
4 5 6
UX Designer
UX Designer
Objective: To create a process that is easy for the end users to navigate Make it easy for a user to take the action that is most beneficial to the
company
Role: Create personas, scenarios, or storyboards to communicate user
behaviors, motivations, and goals Create content organizations and information architectures Model user behavior and interactions through process diagrams, task
flows or interaction diagrams
Action: Create the optimal user experience Create a flow that sends the user to take the best action
UX Designer
External Communities
Web Analytics UX Designer
Internal Communities
Mobile
The User
Internet
UI Designer
UI Designer
Objective: Facilitate the user’s path
Create branding and consistent look and feel
Role: Participate in the design and
implementation of interface
Design the structure, taxonomies and navigation of the systems from the most effective point of view for the users
Websites, mobile, widgets, mobile applications
Action: Create best converting sites
Design based off brand
1 2
3
UI Designer
Semantic
Digital Ergonomics
Visual Design
User Profile
Brand Identity
Technology
UI Designer
UI Designer: Wireframe
UI Designer : mapsFunctional Map Wireframe
Start
END
Anotherroute?
Select a route that crossesthe destination exit's edge
Project vectors from the shoved route'sjoints on the previous and next edges
Identify a line PLF
Lastroute?
Add generated PLF'sif generated more than one
No
Yes
Yes
UX or UI?
UX or UI ?
Monitor creation for
design
Analyze Plan
Profile Users and Personas
Create Wire frames and mock ups
Prototype different
apps
Support the technical
implementation
UX UX
UIIntegrating a UI designer upstream of the design improves the profitability of projects (quality / time)
Create maps and
flow
HTML/CSS
Social Media Manager
Social Media Manager
Objective: Grow the brand on social networks
Integrate social media marketing to global marketing strategy
Role: Coordinate all spontaneous communities that talk about the brand
Building and managing brand communities on social networks
Action: Create communities
Create and distribute branded messages
Provide support for the communities
Measure the results
Social Media Managers
External Communities
Respond to Questions/ Concerns
Internal Communication
Reaction
Marketing
Internet Communities
Social MediaManager
Social Media Manager
Quantitative: Number of communities, community size, growth rate of
communities, native or created
Number of discussions, videos, views, votes, photos posted, shared content, frequency of exchange
Evolution of the position in search engines (SMO)
Qualitative: Evolution of branding
Provide consumer information on products / services
Integrated Search Manager
Integrated Search Manager
Objective: Increase website traffic & brand communities.
Generate leads (basket, number of e-commerce purchases, number of visits)
Ultimately improve the ROI of the digital brand
Responsibilities: Design and implement the acquisition strategy of traffic:
– SEO
– SEM
– SMO
Integrated Search Manager
SEO
1SEM
2
SMO3
Integrated Search Manager
Social Networks
Web Development
Tracking
SEO
SEM
Marketing
Search Manager
Integrated Search Manager
Analytics Manager
Analytics ManagerObjective: Improve the performance of a digital projects and the results of a project /
brand / business on the web
Responsibilities: Measure: performance depending on the purpose of each site / operation Analyze: the levers for improvement Optimize: profitability (recommend improvements to traffic teams /
search / development)
Expertise: Analyze the behavior of visitors to a website (user experience) Analyze of databases and statistics Select KPIs and measurement tools web (certification required) Recommend guidelines Integration of data obtained in the global monitoring tools and transverse
of the company
Social Networks
Marketing: Traffic
Acquisition and Conversion
R&D and Technology
(Measurement Tools,
Development)
Understanding the Strategic Directions of the Company
Analytics Manager
Analytics Manager
CONCLUSION
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