60
WELCOME TO: END-OF-YEAR DIGITAL REVIEW

End of year digital review: what happened and predictions for 2014

Embed Size (px)

DESCRIPTION

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

Citation preview

Page 1: End of year digital review: what happened and predictions for 2014

WELCOME TO: END-OF-YEAR DIGITAL REVIEW

Page 2: End of year digital review: what happened and predictions for 2014

WE’RE TALKING ABOUT…

• 2013 predictions • Mobile • Search • Analytics • Email • Social • 2014 predictions

Page 3: End of year digital review: what happened and predictions for 2014

PREDICTIONS IN 2013

Page 4: End of year digital review: what happened and predictions for 2014

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

Page 5: End of year digital review: what happened and predictions for 2014

MOBILE

Page 6: End of year digital review: what happened and predictions for 2014

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

Page 7: End of year digital review: what happened and predictions for 2014

SAMSUNG V APPLE 8/10 PHONES SOLD USE ANDROID AS THEIR OS APPLE‘S SHARE IS DECREASING 1BTH APP DOWNLOADED

Page 8: End of year digital review: what happened and predictions for 2014

THE GROWTH IN MOBILE

Page 9: End of year digital review: what happened and predictions for 2014

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

Page 10: End of year digital review: what happened and predictions for 2014

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

Page 11: End of year digital review: what happened and predictions for 2014

SEARCH

Page 12: End of year digital review: what happened and predictions for 2014

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

Page 13: End of year digital review: what happened and predictions for 2014

PENGUIN

PENALISED OVER-OPTIMISED BACKLINKS

CAN FIGHT IT BY REVIEWING AND AMENDING BACKLINKS

ONLY BUILD HIGH-QUALITY, RELEVANT BACKLINKS

Page 14: End of year digital review: what happened and predictions for 2014

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

Page 15: End of year digital review: what happened and predictions for 2014

“HOTEL” IS NO LONGER USED AS A QUERY

“hotels Spain”

“what are the best Barcelona hotels to stay in”

Page 16: End of year digital review: what happened and predictions for 2014

GOOGLE VOICE SEARCH

http://www.youtube.com/watch?v=n2ZUSPecPRk

Page 17: End of year digital review: what happened and predictions for 2014

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

Page 18: End of year digital review: what happened and predictions for 2014

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

Page 19: End of year digital review: what happened and predictions for 2014

Knowledge Graph integrates with Google+

Recent posts

CHANGES TO SERPS

Page 20: End of year digital review: what happened and predictions for 2014

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

Page 21: End of year digital review: what happened and predictions for 2014

ANALYTICS

Page 22: End of year digital review: what happened and predictions for 2014

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!

Page 23: End of year digital review: what happened and predictions for 2014

WHAT CAN I DO? LOOK AT PAGE PERFORMANCE: • TRAFFIC VOLUMES • BOUNCE RATES CHECK RANKINGS REGULARLY USE ADWORDS DATA FOR VOLUME INFORMATION USE GOOGLE TRENDS

Page 24: End of year digital review: what happened and predictions for 2014

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

Page 25: End of year digital review: what happened and predictions for 2014

R.I.P. IE8 NO SUPPORT IN GOOGLE ANALYTICS FROM 2014

Page 26: End of year digital review: what happened and predictions for 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

Page 27: End of year digital review: what happened and predictions for 2014

EMAIL

Page 28: End of year digital review: what happened and predictions for 2014

EMAIL ISN’T DEAD

GETS MORE CUSTOMERS THAN SOCIAL MEDIA

POWERFUL REFERRAL TOOL

Page 29: End of year digital review: what happened and predictions for 2014

RESPONSIVE EMAIL

50%

Page 30: End of year digital review: what happened and predictions for 2014

WHY EMAIL?

Page 31: End of year digital review: what happened and predictions for 2014

WHY EMAIL?

Page 32: End of year digital review: what happened and predictions for 2014

FOR 2014… • Keep emailing

• Get responsive

Page 33: End of year digital review: what happened and predictions for 2014

ADVERTISING

Page 34: End of year digital review: what happened and predictions for 2014

CROSS-DEVICE CONVERSIONS

Page 35: End of year digital review: what happened and predictions for 2014

ADWORDS IMAGE EXTENSIONS

Page 36: End of year digital review: what happened and predictions for 2014

ADWORDS READY CREATIVES

Page 37: End of year digital review: what happened and predictions for 2014

TWITTER - PROMOTING

Page 38: End of year digital review: what happened and predictions for 2014

TWITTER ANALYTICS

Page 39: End of year digital review: what happened and predictions for 2014

CREATING REVENUE

Page 40: End of year digital review: what happened and predictions for 2014

FOR 2014… • Put budget aside for advertising

• Experiment with different types to gain valuable data

Page 41: End of year digital review: what happened and predictions for 2014

SOCIAL

Page 42: End of year digital review: what happened and predictions for 2014

IMAGES TREND

Embedded tweets 70 million users 80% women Outperforms Facebook for referrals

Snapchat

Page 43: End of year digital review: what happened and predictions for 2014

INSTANT MESSAGING

THE NEW TREND

Page 44: End of year digital review: what happened and predictions for 2014

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

Page 45: End of year digital review: what happened and predictions for 2014

SEARCH WITH A HASHTAG

#UNFAIR?

Page 46: End of year digital review: what happened and predictions for 2014

ENHANCING CONTENT Pinterest and Yahoo ! are hiring senior content/news executives Expanded article pins gives written content more prominence

Page 47: End of year digital review: what happened and predictions for 2014

GOOGLE+ • New sharing pins • Redesigned itself • Gaining more users though

doubts over the figures of actual users

Page 48: End of year digital review: what happened and predictions for 2014

GOOGLE+ REDESIGN

Page 49: End of year digital review: what happened and predictions for 2014

GOOGLE+ YOUTUBE COMMENTS

Page 50: End of year digital review: what happened and predictions for 2014

GOOGLE+ IN ASCENDANCE

Page 51: End of year digital review: what happened and predictions for 2014

VINSTAGRAM

Page 52: End of year digital review: what happened and predictions for 2014

LINKEDIN SHOWCASE PAGES Use them to highlight specific areas of your business

Content driven

Page 53: End of year digital review: what happened and predictions for 2014

LINKEDIN RICH MEDIA Can now add video, images and presentations

Share content with contacts

Demonstrate skills and experience

Page 54: End of year digital review: what happened and predictions for 2014

FOR 2014… • Remember the importance of images

• Get your Google+ house in order

Page 55: End of year digital review: what happened and predictions for 2014

PREDICTIONS

Page 56: End of year digital review: what happened and predictions for 2014

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

Page 57: End of year digital review: what happened and predictions for 2014

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

Page 58: End of year digital review: what happened and predictions for 2014

THANKS FOR LISTENING

Page 59: End of year digital review: what happened and predictions for 2014

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

Page 60: End of year digital review: what happened and predictions for 2014

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/