Understand 2012 online marketing trends to make your digital marketing more effective in 2013

ENGAGEMENT MARKETING SOLUTIONS THAT MOVE THE NEEDLE.

Prepared and submitted by: BURNS MARKETING COMMUNICATIONS

Tracy Earles Digital Marketing Director Phone 970.203.9656 [email protected]

Planning your 2013 marketing budget Marketing channels that matter| Fall 2012

2 | BURNS | Copyright All Rights Reserved

AGENDA

What happened in 2012 in:

Key conclusions to consider for your 2013 marketing budget

Social Media Search Display

Interactive Mobile


WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)








FACEBOOK GOES PUBLIC


FB LOGOUT ADS


MOBILE SPONSORED STORY ADS FOR EVERYONE


PROMOTED POSTS FOR (ALMOST) EVERYONE


FACEBOOK EXCHANGE: FB NOW HAS RETARGETING

Triggit: “4X higher profit,

2.2X higher conversion

rate, 6.5X lower CPA than

traditional exchanges”

Adroll:

“16X ROI on

FBX ads”

TellApart:

“Avg CTR

of 6.65%”


LINKEDIN COMES OF AGE

_ 175 million members

_ Profitable, with fast growing revenue

_ Revenue passes $1B run rate, growing at 90% (Q/Q)

Hiring

solutions Marketing

solutions

Premium

subscriptions


LINKEDIN DELIVERS HIGH QUALITY TRAFFIC


LINKEDIN’S IMPROVED ENGAGEMENT MEASUREMENT TOOLS


TOOLS FOR TARGETED ENGAGEMENT


THE MATURING OF SEARCH


BETTER TARGETING OF MOBILE USERS


BROADENING RETARGETING


DISPLAY POISED FOR STRONG GROWTH


DISPLAY IS GROWING FASTER THAN PAID SEARCH


RECOMMENDATIONS FOR 2013

_ It’s time to explore Facebook advertising more, even for B2B

_ Your B2B social media communications strategy should include a LinkedIn specific component

_ Your paid search campaign needs to accommodate specific features for mobile

_ It’s time to revisit banners, starting with retargeting, and incorporate them into your multichannel promotion plans


BURNS WEB TRAFFIC NOW HAS STRONG MOBILE COMPONENT


WHAT HAPPENED IN 2012 – INTERACTIVE

The megatrend is mobile. The explosion of devices and doubling of web traffic from mobile sources in the last year are changing the playing field – again. How can you adapt and take advantage of it?

_ Understand the change in behavior

_ Embrace a multichannel reality

_ Incorporate SMS and digital publishing

_ Utilize responsive web design


MOBILE BEHAVIOR

Mobile devices have changed the way people consume and process information. It has radically changed their expectations of engagement.


COMMUNICATION ACROSS MANY DEVICES

With millions of new users and hundreds of new devices being launched into the U.S. market, it’s critical to understand your customers technology preferences and how to cost-effectively deliver content to them.


SMS (TEXTING)

Many people overlook SMS as a marketing vehicle or write it off as a B-2-C technique. But in a competitive multichannel environment, it’s an important tactical consideration.

_ 31% of adults prefer text message communication over voice.

_ On average, it takes 90 minutes to respond to an email, but 90 seconds to respond to a text message (CTIA).

_ 99% of all text message are read by the recipient in less than 3 minutes


COMMUNICATION ACROSS MANY DEVICES

With millions of new users and hundreds of new devices being launched into the U.S. market, it’s critical to understand your customers technology preferences and how to cost-effectively deliver content to them.


DIGITAL PUBLISHING

Digital consumption of content has exploded. Traditional publications can be repurposed to leverage existing efforts and open up new delivery channels.


DIGITAL PUBLISHING

USES

_ Magazines and booklets

_ White papers

_ Product guides and brochures

_ Annual reports

BENEFITS

_ Enhances user interface and interaction

_ Allows readers to share via email and social networks

_ Provides interactive navigation (page flip, page preview, table of contents)

_ Is indexed by Google crawlers, providing comparable SEO capabilities to landing pages

_ Can be downloaded as a PDF and printed.


MANY CHANNELS GUIDE A USER ONLINE

• Identify all communication

opportunities

• Align your efforts for

maximum impact

• Provide responsive design for

the best usability

Marketing channels must work together to build a cohesive picture of your brand offering, and then provide a tailored experience.


RESPONSIVE DESIGN

A website is responsive when the output automatically responds appropriately to the device viewing it. While the approach takes additional planning, it allows for better reuse of content across multiple devices.


RECOMMENDATIONS FOR 2013

_ Start with a review of current web analytics to gain customer insight data.

_ Optimize your website for responsive or mobile layout.

_ Identify opportunities to deliver existing or new services using an application or through mobile web.

_ Consider how SMS might be used to stay in touch or engage your target audience in a new way.

_ Give offline content new life through creative digital publishing.


PLANNING FOR SUCCESS IN TODAY’S ENVIRONMENT


TIP #1 PLAN BUT REMAIN NIMBLE


TIP #2 QUALITY VS. QUANTITY


TIP #3 GET CREATIVE


TIP #4 START SMALL


TIP #5 CREATE A MOSAIC

Advertising



Digital

Identity

Print

Advertising



Video Email

Interactive Presentations Lead Generation

Social Media Broadcast

Outdoor Mobile

Digital

Identity

Print

Advertising



Thought Leadership

Packaging

Applications Events

Games Promotional Guerilla

Video Email



Outdoor Mobile

Digital

Identity

Print

Advertising


Thought Leadership

Packaging

Applications Events

Games Promotional Guerilla

Video Email



Outdoor Mobile

Digital

Identity

Print

Advertising



Tracy Earles

Digital Marketing Director

[email protected]

Rob Bean

Interactive Media Director

[email protected]

Stephanie Fay

Brand Strategist

[email protected]

Burns Marketing

970.203.9656

Understand 2012 online marketing trends to make your digital marketing more effective in 2013

Documents

search20 burns copyright

everyone10 burns copyright

minutes26 burns copyright

public7 burns copyright

fb logout ads8 burns

burns web traffic

social networks

mobile sources