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Our end of year digital review looked at the key events and trends in 2013 and what will happen in 2014. 2013 has been an interesting year. Mobile has become an even more dominant force and challenging companies to rethink their digital strategies. We've also seen significant changes in search with Penguin and Hummingbird, and in social media as these platforms seek to create new income streams with advertising. The presentation covers: Mobile Search Analytics Email Advertising Social
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WELCOME TO: END-OF-YEAR DIGITAL REVIEW
WE’RE TALKING ABOUT…
• 2013 predictions • Mobile • Search • Analytics • Email • Social • 2014 predictions
PREDICTIONS IN 2013
2013 "THE END OF THE DIGITAL BEGINNING" - MARKETING NOT DIGITAL MARKETING TRUE CROSS-CHANNEL MARKETING - RIGHT MESSAGE AT THE RIGHT TIME CONTENT IS KING – ESPECIALLY FOR B2B 3D PRINTING TO REVOLUTIONISE THE WORLD BIG DATA BREAKTHROUGHS GOOGLE+ TO BECOME MORE RELEVANT VISUAL CONTENT TO DRIVE SOCIAL MEDIA ACTIVITY
MOBILE
UK MOBILE LANDSCAPE
OVER 30 MILLION SMARTPHONES = 60% OF ALL PHONE USERS = 48% OF THE POPULATION 3 OUT OF 4 ADULTS BY 2016 56% OF SMARTPHONE OWNERS ALSO OWN A TABLET 44% OWN A SMARTPHONE, TABLET AND LAPTOP
55+ FASTEST GROWING GROUP
SAMSUNG V APPLE 8/10 PHONES SOLD USE ANDROID AS THEIR OS APPLE‘S SHARE IS DECREASING 1BTH APP DOWNLOADED
THE GROWTH IN MOBILE
THE GROWTH IN MOBILE
0.24 0.6 1.2
2.2
3.8
6.3
2010 2011 2012 2013 2014 2015
Mobile traffic in ExaBytes
http://www.datacenterknowledge.com/archives/2011/02/07/the-mobile-traffic-explosion-and-its-impact/
Mobile traffic will grow 2,525% in six years
Mobile traffic grew 150% from 2010-2011
FOR 2014… • Monitor mobile traffic – growth will start to hit you
• Plan for it. Think about if you need:
– Mobile site/responsive design
– App
• Remember cross-platform user engagement
SEARCH
JAN JUNE DEC
Panda #24 22nd Jan
Panda #25 14th March
Penguin 2.0
22nd May
Payday Loan Update
11th June
Panda Dance
11th June Panda Recovery 18th July
Knowledge Graph expansion 19th July
Hummingbird 20th August
Unnamed update
26th July Penguin
2.1 4th October
Unnamed update
14th Nov Multi-week Update
27th June Domain
crowding 21st May
Phantom 9th May
ALGORITHM UPDATES 2013
PENGUIN
PENALISED OVER-OPTIMISED BACKLINKS
CAN FIGHT IT BY REVIEWING AND AMENDING BACKLINKS
ONLY BUILD HIGH-QUALITY, RELEVANT BACKLINKS
HUMMINGBIRD
BIGGEST CHANGE IN 10 YEARS – NEW ALGORITHM
MORE ACCURATE – CONVERSATIONS, MOBILE, LOCAL
YOU MAY NOT SEE A CHANGE IF YOU ARE ALREADY ADHERING TO GOOGLE’S QUALITY GUIDELINES
“HOTEL” IS NO LONGER USED AS A QUERY
“hotels Spain”
“what are the best Barcelona hotels to stay in”
GOOGLE VOICE SEARCH
http://www.youtube.com/watch?v=n2ZUSPecPRk
On page optimisation
Quality website
Quality content
“IN GENERAL, WEBMASTERS CAN IMPROVE THE RANK OF THEIR SITES BY CREATING HIGH-QUALITY SITES THAT USERS WILL WANT TO USE AND SHARE.”
SEO FUNDAMENTALS
CHANGES TO SERPS More information on topics upfront
Details on how to achieve this status are on: http://googlewebmastercentral.blogspot.co.uk/2013/08/in-depth-articles-in-search-results.html
Knowledge Graph integrates with Google+
Recent posts
CHANGES TO SERPS
FOR 2014… • There will be Algorithm changes – follow quality guidelines
• Paid search should be part of your budget
• Keep your Google business and Google+ page up-to-date
• Try to understand website conversion/ engagement rates – Google is using this as a factor in its algorithm
• Keep your website up-to-date and fresh
ANALYTICS
RISE OF (NOT PROVIDED)
75% OF ORGANIC SEARCH – LIKELY TO BE 100% IN THE FUTURE GOOGLE IS PUSHING USERS TO PAID SEARCH OTHER SEARCH ENGINES ARE AVAILABLE!
WHAT CAN I DO? LOOK AT PAGE PERFORMANCE: • TRAFFIC VOLUMES • BOUNCE RATES CHECK RANKINGS REGULARLY USE ADWORDS DATA FOR VOLUME INFORMATION USE GOOGLE TRENDS
UNIVERSAL ANALYTICS CHANGE IN THE WAY DATA IS COLLECTED – HAS ALLOWED GOOGLE TO ADD NEW FEATURES MORE FLEXIBLE – CAN MANIPULATE CODE COLLECT DATA FROM ANY DIGITAL DEVICE, E.G. GAMES CONSOLES GOOGLE IS LOOKING BEYOND THE WEB
R.I.P. IE8 NO SUPPORT IN GOOGLE ANALYTICS FROM 2014
FOR 2014… • Get to grips with Universal Analytics
• Combine sources to understand what keywords are working
• Monitor international traffic
• Keep an eye on traffic sources – understand where your clients are finding you
EMAIL ISN’T DEAD
GETS MORE CUSTOMERS THAN SOCIAL MEDIA
POWERFUL REFERRAL TOOL
RESPONSIVE EMAIL
50%
WHY EMAIL?
WHY EMAIL?
FOR 2014… • Keep emailing
• Get responsive
ADVERTISING
CROSS-DEVICE CONVERSIONS
ADWORDS IMAGE EXTENSIONS
ADWORDS READY CREATIVES
TWITTER - PROMOTING
TWITTER ANALYTICS
CREATING REVENUE
FOR 2014… • Put budget aside for advertising
• Experiment with different types to gain valuable data
SOCIAL
IMAGES TREND
Embedded tweets 70 million users 80% women Outperforms Facebook for referrals
Snapchat
INSTANT MESSAGING
THE NEW TREND
INSTANT MESSAGING
Path 5-10 million Kik 10-50 million WhatsApp 100-500 million LINE 50-100 million KakaoTalk 50-100 million Viber 100-500 million Snapchat 10-50 million
SEARCH WITH A HASHTAG
#UNFAIR?
ENHANCING CONTENT Pinterest and Yahoo ! are hiring senior content/news executives Expanded article pins gives written content more prominence
GOOGLE+ • New sharing pins • Redesigned itself • Gaining more users though
doubts over the figures of actual users
GOOGLE+ REDESIGN
GOOGLE+ YOUTUBE COMMENTS
GOOGLE+ IN ASCENDANCE
VINSTAGRAM
LINKEDIN SHOWCASE PAGES Use them to highlight specific areas of your business
Content driven
LINKEDIN RICH MEDIA Can now add video, images and presentations
Share content with contacts
Demonstrate skills and experience
FOR 2014… • Remember the importance of images
• Get your Google+ house in order
PREDICTIONS
2014 “REAL-TIME MARKETING" – RESPONDING AS THINGS HAPPEN MOBILE WILL DOMINATE SOCIAL SOCIAL AD SPEND WILL ROCKET MYSPACE WILL RETURN IMAGES V TEXT – MORE IMAGES WILL BE SHARED THAN WORDS CHIEF CONTENT OFFICER – CONTENT TAKES ITS PLACE AT THE TABLE GOOGLE+ WILL BECOME ESSENTIAL FOR B2B
TIPS FOR 2014 MOBILE – CHECK TRAFFIC REGULARLY, LOOK FORWARD, PLAN SEARCH – ALLOCATE BUDGET FOR ADS ADVERTISING – EXPERIMENT CONTENT – HIGH-QUALITY, FORMAT FOR THE CHANNEL GOOGLE+ - IF YOU’RE NOT USING IT, START
THANKS FOR LISTENING
Google Penguin 2.0 Launched http://www.minttwist.com/blog/2013/05/31/google-penguin-2-0-launched/ Google Hummingbird: What will the impact be on my company's website? http://www.minttwist.com/blog/2013/11/12/google-hummingbird-what-will-the-impact-be-on-my-companys-website/ When Keyword (not provided) is 100 Percent of Organic Referrals, What Should Marketers Do? http://moz.com/blog/100-percent-keyword-not-provided-whiteboard-tuesday Which Version of Google Analytics Is Right For You? http://www.cardinalpath.com/which-version-of-google-analytics-is-right-for-you-determine-whether-you-should-upgrade-to-universal-analytics/ Smartphone sales account for more than half of global mobile phone market http://www.telegraph.co.uk/technology/mobile-phones/10448819/Smartphone-sales-account-for-more-than-half-of-global-mobile-phone-market.html Google In-Depth Articles Goes Live, Here Is How To Be Included http://www.seroundtable.com/google-in-depth-articles-17191.html
RECOMMENDED READING
RECOMMENDED READING Google Starts Supporting Google+ Hashtags In Search Queries http://techcrunch.com/2013/09/25/google-starts-supporting-google-hashtags-in-search-queries/ Stream Social Q2 2013: Global Report https://www.globalwebindex.net/Stream-Social-webinar Create beautiful, engaging display ads in seconds with Ready Creatives http://adwords.blogspot.co.uk/2013/09/create-beautiful-engaging-display-ads.html Experts outline key brand marketing trends in 2014 http://www.theguardian.com/guardian-professional/media-network-blog/2013/nov/27/experts-brand-marketing-trends-2014 What Will Be Trending in Social Marketing in 2014? http://socialmediatoday.com/stephen86/1946926/what-will-be-trending-social-marketing-2014 The Top 7 Content Marketing Trends That Will Dominate 2014 http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/3/
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