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END OF YEAR DIGITAL REVIEW 2014
INTRODUCING MINTTWIST FULL-SERVICE DIGITAL AGENCY
BASED IN LONDON AND THE GCC
OVER 25 FULL-TIME STAFF
FOUNDED 2002
WHO WE WORK WITH
Marketing, Sales and IT teams in
mid-sized and large multi-national
organisations.
WE’RE TALKING ABOUT…
How our 2014 predictions performed
Trends we saw in 2014
Search
Social
Content
Advertising
Predictions for 2015
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
TRENDS
SO LONG DESKTOP • More ecommerce
purchases made via tablet and mobile than desktop
• Desktop sales down 6% in 2014
• Mobile first design now essentials for any new website projects
REAL-TIME MARKETING • Marketing campaigns and culture
becoming more aligned
• Brands leaping on cultural events in order to propel their products.
REAL-TIME MARKETING
WEARABLE TECH
• Google Glass launched
• Smart watches
• Narrative clip
ADVERTISING IS MATURING • Shift towards digital, especially
programmatic
• Mobile is becoming a key ad channel
What is programmatic advertising? In the past, digital advertising was bought and sold manually – networks would buy impressions ahead of time and then repackaged to sell on.
Programmatic use software to buy advertising and impressions are paid for individually rather than in bulk.
• EU votes to break up Google as worries continue about online monopolies
• Patent wars between Apple, Samsung and Google continue
• Snowden, NSA and GCHQ revelations increase discussions regarding online privacy
INCREASED DIGITAL REGULATION
• Phones are getting bigger – iPhone 6 Plus, Moto X, Lumia 1520, Galaxy Note
• But tablets are still popular – another 229m sold worldwide
PHABLETS
• Mobile payment has increased – consumers are not afraid to use it.
• UK is no.1 for mobile spend • Contactless payment also starting to make its mark and
is expected to grow over the next 5 years.
MOBILE PAYMENTS
GLOBAL MOBILE LANDSCAPE
SAMSUNG MOST POPULAR BRAND 31.7%
ANDROID MOST POPULAR OS 79%
3.5BN MOBILE SUBSCRIBERS BY 2014
USING THE INTERNET IS THE MOST POPULAR TASK
UK MOBILE LANDSCAPE
Source: http://www.textlocal.com/mobile-marketing-guides/free-reports-and-guides
53% OF PEOPLE IN THE UK OWN A SMARTPHONE
UK MOBILE LANDSCAPE SENDING A TEXT OR PICTURE MESSAGE IS THE MOST POPULAR ACTIVITY
56% OF SMARTPHONE OWNERS ALSO OWN A TABLET
44% OWN A SMARTPHONE, TABLET AND LAPTOP
37% OF MOBILE USERS HAVE USED THEIR MOBILE TO BUY
• Having a responsive site is now becoming essential. Visitors will be turned off if a site doesn’t work on their mobile
• Adoption is rising
RESPONSIVE DESIGN
SEARCH
JAN JUNE DEC
Panda 4.0 19th May
Penguin update 17th
October
Pirate 21st October
Authorship removed
28th August
HTTPS/SSL 6th August
KEY ALGORITHM UPDATES 2014 Pigeon
24th July
PANDA 4.0 INCREASED FOCUS ON HIGH QUALITY
• Increased focus on quality of information
• Penalises spammy or low content sites
RECOMMENDATIONS
• Create useful content for users that answers a question
• Create page titles, headers and sub-headers for humans
PIGEON FOCUSES ON LOCAL SEARCH RESULTS
• Increased ranking factors from many local signals
• Includes information from sources such as Yelp & Booking.com
• Provides users with relevant nearby results
RECOMMENDATIONS
• Improve your local listings – GooglePlus/Maps, Yelp, Yahoo, Thomson etc
• Provide location information on your website where appropriate
HTTPS / SSL SECURE WEBSITES GIVEN WEIGHTING IN SEARCH RESULTS
• Websites using HTTPS/SSL encryption given precedence
RECOMMENDATIONS
• Don’t panic – the effect is very minor and still below many other SEO activities in ranking signals
• Vast majority of websites still don’t use HTTPs by default
AUTHORSHIP REMOVED GOOGLE REMOVES AUTHORSHIP BIO FROM SEARCH RESULTS
• Previously popular Google+ bio’s and profile pictures removed from search
RECOMMENDATIONS
• Google+ profile still important – so keep using yours
PENGUIN & PIRATE SMALL PENGUIN UPDATE ROLLED OUT OVER A FEW WEEKS
• Focuses on sites with ‘dirty’ backlink profile
• Affected less than 1% of search queries
PIRATE 2.0 UPDATE
• Aims to combat software and digital media piracy
• Highly targeted and affected a small group of sites
SEO & PR THE GAP BETWEEN BOTH IS EVER MORE OBVIOUS
• Majority of PR activities have an effect on SEO
• Including link building, social signals, content placement and more
RECOMMENDATIONS
• Educate your PR team on SEO and the importance of quality content and vice-versa
• Increase communication between SEO & PR teams
SEO PR
SOCIAL
ADVERTISING • Shift to ads being native rather than instrusive –
blends into the feed
• Facebook expected to take in 7.5% of overall spend on digital ads (around £540m) – this is 75% of UK spend on social media.
• Spend per-user basis expected to rise from £23.24 to £36.49 by 2016
RECOMMENDATION • If you haven’t used social ads, experiment and
understand how they can help distribution and brand strategies.
ANALYTICS • Twitter launched their analytics platform –
previously this had only been available to paid advertising on the network
• Social knows it needs to prove value and prove impact
RECOMMENDATION • Familiarise yourself with the platform to
develop better social strategies.
NETWORK FRAGMENTATION • Instagram has seen growth over the past year
and along with Tumblr is one of the most popular networks for 16-24 year olds.
• Reddit is making a surprise comeback
• The beginning of the end for Facebook?
RECOMMENDATION • Be aware of the networks your audience is
using and focus on those rather than spreading resources across too many platforms.
BUZZWORD OF THE YEAR! • Now becoming a documented strategy and
process –over 44% of B2B marketers have one now
• Mobile content becoming important – you have to serve the right type for the platform
• Desire to know how to get ROI from content
Content Marketing
Place
Price
Promotion
People Process
Physical
Product
SHIFT TO DISTRIBUTION Using the right platform is paramount:
• Organic v paid, Social – company and personal
• Automation, e.g. Hubspot – though even they admit that automation isn’t everything: “Marketing automation needs constant
care and awareness for it to work effectively. Too many companies skimp on these details and think they can let their automation do all the work—not exactly the best way of accomplishing your goals. Marketing automation works as a supplement to your sales strategy, allowing you to strategize the path ahead. It’s not meant as something you can set and forget.”
RECOMMENDATION • Review your content strategy and make sure it is
accommodating mobile and has a solid distribution process.
PROGRAMMATIC • In June in accounted for 28% of
all display advertising but is 37% on mobile– now projected to be 47% by the end of 2014.
• Popular as it’s seen as being more efficient at dealing with fragmented audiences
RECOMMENDATION • If you are not using within an
existing advert strategy, consider adding it in as it could deliver more effective results.
MOBILE • Global mobile ad spending
increased 72% this year
• Digital expenditures in 2015 will reach $163 billion (30 % of total ad spending)
• By 2017/18, digital will account for 38% of global ad outlays
• Mobile video ads are seeing the greatest growth
RECOMMENDATION
• Don’t ignore it! Make sure that where you send people through ads is mobile ready.
YOUTUBE ADVERTISING • Converts the highest amount of new
users across all social channels (18% compared to Facebook at 11%)
• Also converts the highest amount of last click conversions (14%; compared to Facebook and Google+ at 10%)
RECOMMENDATION • Think of YouTube as a social network
and explore ad opportunities within it.
WHAT’S COMING IN 2015? DEFINITELY HAPPENING! • More wearable tech and
smart devices • Apple Pay • Advertising opportunities
with Instagram and Pinterest
• Buy button in Facebook and Twitter
PAID ADVERTISING, ESPECIALLY MOBILE, WILL BECOME AN IMPORTANT TACTIC • If you’re not doing it, expect to start. • Helps to amplify content, especially if presented “naturally”, i.e. within news
feeds • Social networks will see the biggest growth Make sure you budget for advertising.
“MORE FROM LESS” • Users are swamped with content and have less time to read it. Average
attention span is 7 seconds. • Smaller chunks of content will be more common and effective. Think about how content can be reduced into shorter more consumable forms.
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RECOGNITION THAT SOCIAL IS NOT FOR THE MASSES • Continued fragmentation of audiences on networks – one network won’t
cater to all • Will Facebook survive? There are predictions of its doom as it serves many
rather than specific audiences. Pick the networks your audience uses and concentrate effort on them.
SEO WILL CONTINUE TO BE IMPORTANT BUT WILL BE MORE TECHNICAL • Factors such as indexing, keyword research and penalty recovery will be key • Content marketing will drive rankings • Social signals may start to have a bigger impact on rankings Make sure your SEO and content strategy is aligned and working together.
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DISTRIBUTION OF CONTENT WILL BECOME IMPORTANT FOR A SUCCESSFUL CONTENT MARKETING STRATEGY • Expect to pay for content to be seen by your audience. • Reach out to influencers to share your content. Work with PR teams to
identify the right people. Budget for paid promotion
BE MOBILE READY OR LOSE OUT • Audience behaviour and ad spend is moving to mobile Review marketing strategies and budget for mobile
“INTERNET OF THINGS” TO BE THE BUZZWORD OF THE YEAR • Driven by wearable tech and smart watches • Will produce lots of data on behaviour – how do you use it? Do you have the analysis skills to rationalise data from different sources?
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KNOW YOUR AUDIENCE • Only by knowing their behaviours and traits can you get to
them at the right time with the right content or tactic.
• There are no short-cuts – people can spot when you are not being authentic.
• They see through automation – putting their name on an email is a nice touch but not enough. Real-time marketing offers the best opportunity here.
MINTTWIST.COM
SOURCES A Quick Guide to Twitter Analytics http://www.minttwist.com/blog/2014/08/28/a-quick-guide-to-twitters-analytics-dashboard/
Digital Ad Spending to Match TV by 2019 http://www.bloomberg.com/news/2014-12-08/digital-ad-spending-to-match-tv-by-2019-as-eyeballs-go-
mobile.html
Digital Marketing Regulation http://www.digitalstrategyconsulting.com/intelligence/digital-marketing-regulation/
Five Trends in Mobile Payments http://www.mobilepaymentstoday.com/blogs/five-trends-in-mobile-payments-globally-in-2014/
Responsive Web Design Adoption http://www.guypo.com/rwd-2014/
New Global Social Media Research http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
Programmatic accounts for 28% of UK display advertising http://www.iabuk.net/about/press/archive/programmatic-accounts-for-28-of-uk-display-
advertising
2014 predictions for CMOs and digital marketing http://www.forbes.com/sites/gilpress/2014/11/30/2015-predictions-for-cmos-and-digital-marketing
10 social media predictions for 2015 http://maximizesocialbusiness.com/10-social-media-predictions-for-2015-10-social-media-ceos-16530/
2015 Predictions for CMOs and digital marketing http://www.forbes.com/sites/gilpress/2014/11/30/2015-predictions-for-cmos-and-digital-marketing
SOURCES 17 Content Marketing Predictions for 2015 http://contently.com/strategist/2014/11/24/17-content-marketing-predictions-for-2015/
5 Compelling Content Marketing Predictions 2015 http://www.digitalsherpa.com/blog/5-compelling-content-marketing-predictions-2015
10 Marketing Predictions for 2015 and beyond http://www.offerpop.com/resources/blog/10-marketing-predictions-2015-beyond/
5 social media trends for 2015 http://blog.hootsuite.com/5-social-media-trends-2015/
Top 5 social marketing trends for brands to watch in 2015 http://www.clickz.com/clickz/column/2378721/top-5-social-marketing-trends-for-
brands-to-watch-in-2015
Top Marketing Trends in 2015 http://www.russellsgroup.com/internet-marketing-resources/top-marketing-trends-2015.html
Top 6 Disruptive Marketing Trends in 2015 https://www.socialmediatoday.com/content/top-6-disruptive-marketing-trends-2015-0
The Top 7 content marketing trends that will dominate in 2015 http://www.forbes.com/sites/jaysondemers/2014/12/01/the-top-7-content-
marketing-trends-that-will-dominate-2015
