DIGITAL FORECAST: Bringing 2012 Digital Marketing Trends Into Focus

November 2, 2011 Christy Belden, Vice President, Media + Marketing

Christy Belden
Vice 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.

Agenda
+ Search Engine Optimization (SEO) + Paid Search (PPC) + Email Marketing + Display Advertising + Social Media Marketing + Mobile Marketing + Emerging Trends & Technologies + Marketing Budgets

Search Engine Optimization

SEO
Did you know?

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

SEO Trends
SEO

What is your focus for on-site SEO development & improvement Content? Social media? Site architecture? All of the above?

SEO Trends
Content, Content, Content

Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo

SEO Trends
Social Impact

Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo

SEO - 2012
SEO Forecast

Source: Infographic Why Content for SEO?, Brafton http://www.brafton.com/infographics/why-content-for-seo

Paid Search (PPC)

Paid Search Trends

Ad Extensions
+ Location extension

11

+ Sitelinks

+ Product extension

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/

Paid Search
Google vs. Bing

13

Where do you run your paid search campaigns Google? Bing?

Somewhere else?

Paid Search Trends

The Rise of Bing

14

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/

Paid Search Trends

The Rise of Bing

15

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/

Email Marketing

Email Marketing
Did you know?

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

Source: The Value of Email, SmarterTools, http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

Email Marketing Trends

Email Marketing

18

http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

Email Marketing Trends

Did you know?

19

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)

Email Marketing Trends

Did you know?

20

66% of marketers are integrating social media with their email marketing campaigns.

Source: Flowtown, http://www.mobilemarketingwatch.com/wordpress/wpcontent/uploads/2010/08/Infographic-Mobile-Combined-With-Email-Social-Media-To-

Email Marketing Trends

Social Integration

21

+ 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-oneway-to-connect-your-email-and-social-media-marketing-by-karen-talavera-

Youre Not Alone

22

Source: http://assets.econsultancy.com/images/0001/1316/eD-MobileEmail-Infographic-gc.png

Display Advertising

Display Advertising Trends

Did you know?

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.

Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-

Display Advertising Trends

Did you know?

25

U.S. online display ad spending is predicted to surpass search ad spending by 2015.

Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432

Display Advertising Trends

Did you know?

26

By 2015, banner ad spending is expected to reach $11.73 billion.

Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432

Display Advertising Trends

Social Ad Endorsement

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

Display Advertising Trends

Social Media Ads on the Rise

28

Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-

Display Advertising Trends

Social Media Ads on the Rise

29

Source: The Rise of Social Network Ad Spending, http://www.flowtown.com/blog/the-rise-of-social-network-ad-

Social Media Marketing

Social Media Marketing

Messaging Changes
+ More than just stream of consciousness posting
+ Brands moving toward + Promotion messaging + Customer / fan engagement + Personification of products

31

Social Media Marketing

LinkedIn Company Profiles

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

Social Media Marketing

Google+ Company Profiles
Example: Ford Motor Company
https://plus.google.com/s/ford#114277687548103339609/posts

33

Social Media Marketing

Did you know?

34

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-

Social Media Marketing Trends

Social Media

35

How many of you use social media for your B2B company or firm?

Social Media Marketing

Business to Business

36

86% of B2B firms are using social media. B2B spending on interactive marketing is expected to double in 5 years.

Source: The State of B2B Social Media Marketing [Infographic], http://mashable.com/2010/11/11/b2b-social-media-marketing-infographic/

Emerging Trends & Technologies

Social Business
+ Meta-trend comprising of several components: - Social media - E-commerce - Social technology

37

+ Designed out of emerging cultural change and outreach fostering a unique and effective collaboration at the enterprise level.

Source: Lets Get Down to Social Business, Garious, http://garious.com/blog/wp-content/uploads/2011/10/social-business-infographic.jpg

Mobile Marketing

Mobile Marketing
Did you know?

39

By 2013
80% of major U.S. brands will be using mobile marketing. Smartphone users are predicted to reach over 60 million.

Source: Digital Marketing Budgets, Garious, http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg

Mobile Marketing
Did you know?

40

80% of searchers research online before purchasing in a 10-20 mile radius.

Source: The Local Mobile Search, One Mobile Media http://onemobilemedia.com/blog/the-local-mobile-search/

Mobile Marketing
Local Mobile Search

41

Source: The Local Mobile Search, One Mobile Media http://onemobilemedia.com/blog/the-local-mobile-search/

Mobile Marketing
Mobile Wallets & NFC

42

Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographicgoodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/

Mobile Marketing
Mobile Wallets & NFC

43

Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographicgoodbye-wallets-how-mobile-payments-are-becoming-the-new-credit-card/

Mobile Trends
Mobile Marketing

44

Do you use a tablet device for work-related activities? For personal use as a consumer?

Mobile Marketing
Tablets
2012 more tablets will sell per year than notebook laptops
2014 1 in 5 consumers will own a tablet

45

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

Mobile Marketing
Tablets Usage Breakdown

46

Source: The State of Tablet Adoption at Work,

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

Mobile Marketing
Voice Search

48

+ 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 browser 2. How consumers ask questions

Emerging Trends & Technologies

Emerging Trends & Technologies

Video Ads
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.

50

Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432

Emerging Trends & Technologies

Digital Signage

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

Source: Digital Signage: How it Affects Our Everyday Life, Digital Ad Tech, http://digitaladtech.com/Blog/wp-content/uploads/2011/10/digitalsignage-infographic.png

Emerging Trends & Technologies

Digital-Out-Of-Home Advertising

52

+ More than signage interaction with the consumer while providing an advertising message

Whats Next?

Whats Next?
Do you dive right in?

54

Whats Next?
Make the Biggest Splash
Thinking about using new trends & technologies in 2012?

55

+ Be sure those you use fit into your companys overall marketing plan and strategy