Advertising & Marketing Trends 2014 Agnes Stawicki #mktgacademy @mktgacademy

There was a time when a ‘tablet’ meant this.

Not this.

There was a time when brands didn’t really exist.

… let alone have devoted fans like this

Source: Hubspot.com

Content   What does advertising look like today?

  7 trends for 2014   Content   Social   Simple   Mobile   Retarget   SEO

  Summary

Where are we now?

Information overload   There are 2.69 billion web pages worldwide.

  100 hours of video are uploaded to YouTube every minute.

  200 million active twitter users, 400 million tweets sent daily.

  Every 2 days we create as much information as we did from dawn until 2003.

Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,

High expectations   53% of consumers expect an immediate

response to a tweet within an hour. 72% if the tweet is a complaint.

  47% of consumers expect a web page to load in 2 seconds or less.

 Consumer expectations have increased by 24% over the past 15 years

Sources: Marketingland.com, tonyvidler.blogspot.com, Forbes.com

A marketer’s view   76% of marketers think there has been more

change in the past 2 years than the past 50.

 Only 9% strongly agree with the statement “I know our digital marketing is working”

 Digital marketing strategies are in constant cycle of trial and error.

 Most marketers do not have formal digital training. 85% learn it on the job.

Source: Adobe -Digital Distress: What keeps marketers up at night?

Trends for 2014

Where do we go from here? ①  Content

②  Social

③  Simple

④  Mobile

⑤  Retarget

⑥  SEO

①  Content

Storytelling   People love marketing that is more about

their needs than the brand’s needs.

  Something they trust.

  The right information at the right time.

 Create something people want to consume.

 Go where your audience is.

 Answer questions.

Integrated campaigns   Repetition is the mother of branding.

  The more consistent you are the more recognizable you are.

 Consistency creates a sense of stability and trust.

 Consumers need to see, hear, read your marketing message 7 times before they take notice.

Use consistent imagery & messaging

Use consistent imagery & messaging

Who said it?   Be remarkable

  Boredom ends here

  The educational journey of a lifetime

  Simply smarter

  Fun lives here

 A place to learn. A time to grow.

  Be yourself. Be great.

②  Social

Moms are social

Why it is important  Customers expect you to be on social. They will look

for you and for a conversation.

  Social networking is the #4 most popular mobile activity

  78% of sales are won by the company that responds first.

 Apps link multiple networks together to easily share: Instagram + twitter + facebook + Tumblr + Flickr

 CRM solutions are beginning to integrate social activity

On the horizon   Twitter and Instagram advertising

  Increased facebook ad targeting and new ad sizes   Sponsored posts

  Facebook feed ads

  Video ads

  Remarketing

 A change in how we use platforms (facebook down, twitter up.. etc)

③  Simple

How do we stand out?  We see 250 to 20,000 marketing messages every

day.

  There are more than 500 social media networks

  People are busy

  People only care about themselves

Less is more   Image centric content (instagram, pinterest)

  Simplistic messaging

  Easy to digest pieces of information (infographics)

  Emotional engagement

Banner ad examples

Great content.

④  Mobile

The importance of the mobile channel   In Canada, by 2014, there will be 14.8 million

smartphones activated

  73% of Canadians use their mobile device daily to access the Internet

  By 2014, more people will connect to the Internet via mobile devices than computers

Is it time to go mobile?  Google suggests that 40% of all web searches

are performed on a mobile device

  Look at your data: analytics will provides you with a breakdown of channels directing traffic to your site

  Type of device

  Screen size

  Operating system

What am I looking for?

What am I looking for?

App vs. Website   A mobile website works quite similarly to a

traditional website; it can display all your content but is designed for a smaller screen.   Your audience needs to access the mobile website for

new information.

  A mobile app is downloaded from an app store. It can either pull content from the Internet or be used without connection. Apps should deliver on a customized purpose.   Once downloaded, you can push information to the

app and it will automatically be shared with the audience.

Benefits of mobile sites   Immediacy: accessible without downloads

 Compatibility: across all mobile devices

  Time & cost: cheaper & quicker to develop than an app

Benefits of mobile apps   Interactivity: when the user experience is required

for the app to work at its best (i.e. GPS)

 Native functionality: when the mobile tools are required (i.e. a camera)

 No connection req’d: when the audience can access the information without connection to the Internet (i.e. notepad)

Responsive website

Mobile app

Mobile website

Mobile website

Mobile apps

Mobile email  More emails are opened on mobile devices than

on desktop computers.

 Apple devices are the most used for email.

  The most popular activity on a mobile device is using the Internet.

 QR codes blend print with mobile marketing.

⑤  Remarketing

Why follow-up?  Only 2% of web traffic converts on the first visit.

  Simple exposure to brands creates familiarity and builds trust. People will click on google adwords if they recognize you.

  People will look at your website first before they do anything else.

  Stay top of mind.  How much is a click worth?

 Quality vs. Quantity.

Remarketing explained

Some call is stalking

Where to remarket  Google text and display ad network

  Facebook advertising (custom audience)

 Marketing automation platforms

 Custom web scripts

BEWARE: “Stop the creepy targeted ads”

⑥  SEO

Google releases   Panda (Feb 2011): Update targeting low quality

or thin sites.

  Penguin (Apr 2013): Update targeting linking schemes.

  Hummingbird (Aug 2013): New algorithm with a focus on answers and ‘conversational’ search and privacy of keyword data.

What do I do?   Focus on the user. What matters to them and how can

you help them?

 Create great content and promote it

  Improve your page performance (speed and bounce rate)

 Make sites device friendly

  Integrate SEO, social and email together

Summary

#MktgAcademy

 We are in an era of information overload. Every 2 days we create as much information as we did from dawn until 2003.

  Focus on customer experience and customer service. Create content that answers questions.

  Repetition is the mother of branding.

#MktgAcademy

  The time for mobile is now. More emails are opened on mobile devices than desktop computers.

 Only 2% of website traffic converts on the first visit.

  Social signals tell Google how important this information is. Social and SEO are intertwined.

Integrate your marketing to produce the strongest results

Questions? @MktgAcadmey