2013 internet marketing trends (and how they'll affect your organization)
Post on 14-Sep-2014
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DESCRIPTION
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.TRANSCRIPT
Seattle Tech ForumFeb 13th, 2013
2013 Internet Marketing Trends
Presented by @KaneJamisonwww.ContentHarmony.com
& How They Will Affect Your Organization
OrganicSearch
Let’s look at some trends:
PaidSearch
SocialMedia
EmailMarketing
Mobile &Tablets
Where DoWe Focus?
But first, a quick link dump:
1 – bit.ly/ch2013trends2 - @KaneJamison for live tweets
OrganicSearch
Let’s look at some trends:
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)
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%
OrganicSearchSome Private Data Shows Differing Trend:
Google sending 78%
of search visits (RKG data, Q4 2012)
78%
10%
10%
Yahoo
Bing
Sources:http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf
OrganicSearch
B2B Search Especially:
Optify’s B2B Report:Google sent 88%
of search visits in 2012
88%
6%
6%
Yahoo
Bing
Sources:http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf
OrganicSearch
Image: http://www.flickr.com/photos/22320444@N08/5270166802/
Google Updates:
FightingSpam:
Penguin+
More Panda
OrganicSearch
Loss of Keyword Data:
Keyword(not provided)increasing.
OrganicSearch
Google+ Authorship:
Authorship:Same rank,More clicks.
PaidSearch
Let’s look at some trends:
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
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
SocialMedia
Let’s look at some trends:
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
Twitter/Reddit/Linkedin
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)
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)
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
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
EmailMarketing
Let’s look at some trends:
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%
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
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%
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
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
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
Mobile &Tablets
Let’s look at some trends:
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
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
Tablet Conversions:
Tablets Convert Well.
Mobile &Tablets
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
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
Tablet Conversions:
Tablets conversions higher on nights and weekends.
Sources:http://www.getelastic.com/holiday-tablet-commerce-post-mortem-infographic/
Mobile &Tablets
So Where DoWe Focus?
So much data!
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
Changes in 2013 Marketing Budgets:
Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets
Where DoWe Focus?
Are we measuring ROI well?
So much data!
Changes in Measuring ROI:
Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets
Where DoWe Focus?
Changes in Measuring ROI:
Sources: Chart marketingcharts.com Data http://econsultancy.com/uk/reports/marketing-budgets
Where DoWe Focus?
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?
Here’s the top 3 trends I see occurring:
How will this affect ourmarketing strategy?
1) The content arms race heats up.
Be prolific or be profound.Preferably both.
How will this affect ourmarketing strategy?
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?
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?
Thank you.
Kane JamisonMarketing DirectorContent HarmonyTwitter: @KaneJamisonEmail: [email protected]
Slides at ContentHarmony.comor here: bit.ly/ch2013trends