Retirement home marketing: shifts in the online advertising

Retirement Living & Care: Shifts in Digital Marketing

Agnes Stawicki@comfortlife #MktgAcademy

The more we learn about how consumers make decisions, the more we learn we don’t know.!

overview

!  Google’s new algorithm!!  Trends in digital marketing!

!  content!!  advertising!!  mobile!!  visual!!  data!

Google

!  GOALS!!  Reward great content!!  Make searchers happy!!  Keep searchers coming back to Google!!!

Google

!  UPDATES!!  Panda – low quality or thin content (Sept 2014)!!  Penguin – spam backlinks (Oct 2014)!!  Pigeon – distance ranking (Dec 2014)!* Updates to ranking are not in real-time.!!What was the impact?!

Google

!  UPDATES!!  Panda – low quality or thin content (Sept 2014)!!  Penguin – spam backlinks (Oct 2014)!!  Pigeon – distance ranking (Dec 2014)!* Updates to ranking are not in real-time.!!

Now what?!Impact:  12%  

Google

“This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”!

— Google webmaster central blog!

!

Google

“This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”!

— Google webmaster central blog!

!

Impact:  40  -­‐  60%  

Google

!  Page specific not website wide!!  Operates in real-time (every crawl)!!  Uses same signals as desktop rank, but may evolve

to be device dependent!!  App indexing for Android apps has started!

!“We will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed. As a results, we may now surface content from indexed apps more prominently in search” – Google Webmaster Central Blog!

mobile friendly

!  Buttons & text spacing!

!  Large readable font!!  No content larger

than screen!!  Meta viewpoint set!

www.google.com/webmasters!/tools/mobile-friendly/!

mobile optimized

!  Site speed (70+)!!  Optimize image size!!  Minimize java and

flash!

www.google.com/webmasters/!tools/mobile-usability!!developers.google.com/!speed/pagespeed/insights/!

Google predictions

!  Non-optimized pages will virtually drop from mobile rankings and possibly desktop ranking!

!  Any page lacking mobile optimization will cease to rank for head terms!

!  SERP results on page 1 for long tail keywords above a certain search frequency threshold will feature mobile friendly pages only!

Neil PatelKISSmetrics, CrazyEgg, Hello Bar !

mobile to do

!  Make your website mobile friendly!!  Address mobile usability issues (mobile

optimization via webmaster tools)!

!  Check websites you are investing with!!  Are they mobile friendly?!!  How are they evolving?!

!  Monitor your metrics!!!

“If the pace of change unnerves you, there is no consolation. Things will only get faster. And for those who resist the change rather than embrace it, there will be no forgiveness. Their destiny is to be pushed aside and forgotten. That is the brutal truth.”

— Martin Baron, Executive Editor, Washington Post

digital trends

!  Content marketing!!  Digital advertising!!  Mobile growth!!  Visual marketing!!  Use of data!

trends content

!  Need for high quality writing & real value!!  Families are doing more research online!!  Increased consumer skepticism!!  Google ranking facts vs backlinks!

trends ads

!  Paid amplification!!  the use of advanced targeting networks to

amplify your visibility!!!  Native advertising!

!  advertising that matches the form or function of the platform on which it appears.!

!

trends ads

!  Native advertising !!  long-form articles

or blog posts !!  captioned photos!!  video’s that aim to

inform, entertain & inspire!

!  expert speaker!!

Students at Ottawa’s Westboro Academy receive a fully bilingual

education.

trends mobile

!  Increased search via mobile!!  Google awards responsive design with high rank!!  Understand mobile ad formats!!

!  More devices are becoming mobile!!  TV’s, appliances, wearables!!  Always on advertising!!

!  Google returning Android app content!!

trends visual!

!  Visual influencers!!  Continued growth of instagram, pinterest and

youtube!!

!  Video ads !!  Ad spends on video expected to double!!!

trends data

!  Cross device tracking and attribution are crucial to success!!  Linking offline and online!!  Use of CRM data to track sources!!  Less focus on click through rates (CTR)!!  High focus on engagement!

!!

trends dataThe  Introducers  Which  channels  seed  and  capture  interest  of  shoppers?  

The  Influencers  Which  channels  provide  frequency  and  reinforce  the  message?  

The  Closers  Which  channels  and  networks  contribute  the  most  to  conversions?  

A<ribu=on  helps  analyze  how  effec=ve  marke=ng  channels  are  at  impac=ng  business.  

in summary!  The time for mobile is now!!  Valuable & factual content will rise in Google search

results!!  Families are looking for real value (and answers) from

brands. They will turn to trusted sources!!  Paid amplification of content will be used as advertising!!  Native advertising will begin to dominate due to high

engagement rates!!  Data collection will only grow, but understanding how each

source contributes to the consumer lifecycle is critical!

Psychological studies show the simple exposure to a brand & logo creates familiarity, which builds trust and makes consumers more likely to take action and ‘buy’. Even if there is no immediate purchase, branding through repeat exposure pays off in the long run.