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Seattle Tech Forum Feb 13 th , 2013 2013 Internet Marketing Trends Presented by @KaneJamison www.ContentHarmony.com & How They Will Affect Your Organization
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2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Sep 14, 2014

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In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
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Page 1: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Seattle Tech ForumFeb 13th, 2013

2013 Internet Marketing Trends

Presented by @KaneJamisonwww.ContentHarmony.com

& How They Will Affect Your Organization

Page 2: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Let’s look at some trends:

PaidSearch

SocialMedia

EmailMarketing

Mobile &Tablets

Where DoWe Focus?

Page 3: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

But first, a quick link dump:

1 – bit.ly/ch2013trends2 - @KaneJamison for live tweets

Page 4: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Let’s look at some trends:

Page 5: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Google vs. Everyone:

Sources:Source & Chart: http://searchengineland.com/google-worlds-most-popular-search-engine-148089

Google accounts for 65.2%

of searches,worldwide(comScore data,

Dec 2012 searches)

Page 6: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Google U.S. Market Share:

Sources:Source & Chart:http://www.comscore.com/Insights/Press_Releases/2012/11/comScore_Releases_October_2012_U.S._Search_Engine_Rankings

U.S. is similar:

Google accounts for

66.9% of searches.

(comScore data, Oct 2012)

Core Search Entity

Explicit Core Search Share (%)

Oct-12

Total Explicit Core Search

100.0%

Google Sites 66.9%

Microsoft Sites 16.0%

Yahoo! Sites 12.2%

Ask Network 3.2%

AOL, Inc. 1.8%

Page 7: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearchSome Private Data Shows Differing Trend:

Google sending 78%

of search visits (RKG data, Q4 2012)

78%

10%

10%

Google

Yahoo

Bing

Sources:http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf

Page 8: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

B2B Search Especially:

Optify’s B2B Report:Google sent 88%

of search visits in 2012

88%

6%

6%

Google

Yahoo

Bing

Sources:http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf

Page 9: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Image: http://www.flickr.com/photos/22320444@N08/5270166802/

Google Updates:

FightingSpam:

Penguin+

More Panda

Page 10: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Loss of Keyword Data:

Keyword(not provided)increasing.

Page 11: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

OrganicSearch

Google+ Authorship:

Authorship:Same rank,More clicks.

Page 12: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

PaidSearch

Let’s look at some trends:

Page 13: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

PPC vs. Organic Search:

PaidSearch:

25% of allsearch clicks

Source: http://www.slideshare.net/HubSpot/the-state-of-seo-and-internet-marketing-in-2012

b

PaidSearch

Page 14: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Tablet PPC:

Source: http://success.adobe.com/en/na/programs/digital-index/1207_13926_q2_global_ad_update.html

“Despite lower CPC than PCs,Tablets offered 68% higher ROI than PCs

in Q2 2012.”

PaidSearch

Page 15: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

SocialMedia

Let’s look at some trends:

Page 16: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Social Media Referral Traffic:

Facebook & Pinterest Dominate Social Referrals Traffic in RKG’s Report…

Source: http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf (Q4 2012)

SocialMedia

Facebook

Pinterest

Twitter/Reddit/Linkedin

Page 17: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Social Media Referral Traffic:

But Optify’s B2B Report Shows a Different Story…

SocialMedia

Visits: 54% 32% 14%

Source: http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)

Page 18: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Social Media Referral Traffic:

But Optify’s B2B Report Shows a Different Story…

SocialMedia

Visits: 54% 32% 14%

Leads: 9% 82% 9%

Source: http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)

Page 19: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Facebook for Business:

On average, 6% of Facebook fans engage

with brand pages via likes, comments, polls, and other means.

Average engagement was less than 1 Like over the course of the eight weeks.

Source: Napkin Labs via http://mashable.com/2012/10/18/facebook-fan-engagement-2/ (Oct 2012)

SocialMedia

Page 20: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Paid Social Media Ads:

Advertisers are using paid social media ads more for branding (awareness) than direct-response

(sales)

Source: http://nielsen.com/us/en/insights/reports-downloads/2012/the-paid-social-media-advertising-report-2013.html (Oct 2012)

SocialMedia

Primarily Branding

Mixed but More Branding

Mixed but More Direct Response

Primarily Direct Reponse

0% 5% 10%15%

20%25%

30%35%

40%45%

50%

Paid Social Media Advertising Ob-jectives

Page 21: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

EmailMarketing

Let’s look at some trends:

Page 22: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Delivery Rates:

U.S. Commercial Email Benchmarks

from Return Path for Q4 2012:

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Inbox Rate: 88%Spam Rate: 6%

Lost Rate: 6%

Page 23: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Open Rates:

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Open Rate Share by Platform:

Mobile: 40-50% of opensDesktop: 25-35% of

opensWebmail: 25-30% of

opens

Variation by day of the week

Page 24: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Mobile Open Rates:

Source: http://www.returnpath.com/wp-content/uploads/resource/email-mostly-mobile/Return-Path-Email-Mostly-Mobile1.jpg (Oct 2012)

EmailMarketing

Open Rate Share by Mobile Device:

iPhone: 59% of opensiPad: 26% of opens

Android: 14% of opensWindows Phone: 0.3% of

opens

85%

Page 25: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Read Rates:

Email Read Rate – 17% Average

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Email Read Rates By Sector:

Finance / Business:

25-27%+10-40%

YOY

Page 26: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Read Rates:

Email Read Rate – 17% Average

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Email Read Rates By Sector:

Shopping / Travel:

15%-10% YOY

Education / Entertainme

nt

10%-20-40% YOY

Page 27: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Read Rates:

Email Read Rate – 17% Average

Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)

EmailMarketing

Email Read Rates By Sector:

News / Social

Networks

6-8%-50% YOY

Page 28: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Mobile &Tablets

Let’s look at some trends:

Page 29: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Mobile Adoption:

The number of mobile-connected devices will exceed the world

population this year.

1.4 mobile devices per capita worldwide by 2017.

Source: http://bit.ly/cisco-2012-mobile (Q4 2012)

Mobile &Tablets

Page 30: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Mobile Search:

Estimated 25% of Google Searches

were mobile in Q4 of 2012.

Estimated 19% for Yahoo, 6% for Bing.

Source: http://www.rimmkaufman.com/thought-leadership/quarterly-reports/q4-2012/ (Q4 2012)

Mobile &Tablets

Page 31: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Tablet Conversions:

Tablets Convert Well.

Mobile &Tablets

Page 32: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Tablet Conversions:

Tablets reported to convert on par with desktop (eConsultancy).

Some studies report as much as 2x higher (Affiliate Window).

Sources:http://econsultancy.com/us/blog/11256-cyber-monday-conversion-rates-were-higher-on-tablet-than-desktop-report (2012)http://blog.affiliatewindow.com/wp-content/uploads/2011/11/M-Commerce-The-Complete-Picture2.pdf (Aug 2011)

Mobile &Tablets

Page 33: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Tablet Conversions:

Tablets converted 4x higher than smartphone conversion rates during 2012 holiday season.

Sources:http://econsultancy.com/us/blog/11256-cyber-monday-conversion-rates-were-higher-on-tablet-than-desktop-report

Mobile &Tablets

Page 34: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Tablet Conversions:

Tablets conversions higher on nights and weekends.

Sources:http://www.getelastic.com/holiday-tablet-commerce-post-mortem-infographic/

Mobile &Tablets

Page 35: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

So Where DoWe Focus?

So much data!

Page 36: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Digital Marketer’s Top Priorities:Where DoWe Focus?

Sources: Chart marketingcharts.com Data http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013

Page 37: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Changes in 2013 Marketing Budgets:

Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets

Where DoWe Focus?

Page 38: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Are we measuring ROI well?

So much data!

Page 39: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Changes in Measuring ROI:

Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets

Where DoWe Focus?

Page 40: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Changes in Measuring ROI:

Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets

Where DoWe Focus?

Page 41: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

ROI By Channel:

Not all channels are created equally…

Sources: Chart marketingcharts.com Data http://econsultancy.com/us/reports/email-census

Poor

Average

Good

Excellent

SEO Email PPC AffiliateMarketing

SocialMedia

Mobile OfflineDirect

Marketing

OnlineDisplay

Ads

Where DoWe Focus?

Page 42: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Here’s the top 3 trends I see occurring:

How will this affect ourmarketing strategy?

Page 43: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

1) The content arms race heats up.

Be prolific or be profound.Preferably both.

How will this affect ourmarketing strategy?

Page 44: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

2) Better data results in better marketing.

We’ll see more use of it internally as well as publicly.

How will this affect ourmarketing strategy?

Page 45: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

3) Increased adoption of CRO (conversion rate optimization).

It earns us better ROI from traffic generating activities

like SEO & PPC.

How will this affect ourmarketing strategy?

Page 46: 2013 Internet Marketing Trends (and How They'll Affect Your Organization)

Thank you.

Kane JamisonMarketing DirectorContent HarmonyTwitter: @KaneJamisonEmail: [email protected]

Slides at ContentHarmony.comor here: bit.ly/ch2013trends