online first in 2014
DESCRIPTION
Kate Morris' presentation about going Online First in 2014, from DistilledLive Seattle Meetup, 2/3/2014.TRANSCRIPT
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@katemorris
Online First in 2014
KATE MORRIS
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@katemorris
Here is what you should focus on in 2014.
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Spend Time with Customers
Spend Budget on PR and Promotions
Get Interactive
Mobile is here. Everywhere.
Local and Reviews
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@katemorris
Your Customers: Know Them
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Benefits
• Content Ideas• Product Ideas• Social Marketing Feedback• Marketing and Product Testing• Word of Mouth Influence
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Reaching Customers
• Surveys via Email• Phone Surveys (they have to agree)• UserTesting.com• Qualaroo• In Person, Email, Phone Discussions• Events• Research Social Media Accounts of Recent
Customers
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@katemorris
Budget: PR and Promotions
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@katemorris
Your great content will be less effective if you don’t
tell people about it.
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@katemorris
Real PR is the only “link building” of today.
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@katemorris
PR budgets were revised upwards by a net balance of 3.4 per cent of clients – the highest figure over the past three quarters since PR has been specifically broken out in the IPA’s quarterly
report.…
The internet continues to be treated as a priority by clients, with a net 17.4 per cent revising up their budgets.
11 July 2013 by Lynsey Barber, PR Weekhttp://www.prweek.com/article/1190283/outlook-pr-spend-brightens-according-bellwether-survey
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@katemorris
Get Interactive
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@katemorris
http://www.raptmedia.com/case-studies/philips-designed-to-
play-drives-mobile-video-engagement
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@katemorris
Our advertising forecast shows that online video for marketing is big business and is only going to get bigger. In Europe, the
CAGR (compound annual growth rate) for total ad spend from 2013 to 2018 is 2.19%, but for online video ad spend, it is a staggering 18.83%. The US shows a similar (albeit smaller)
skew, with total ad spend CAGR of 4.49% and video at 22.39%.
Anthony Mullen, Forrester Research
http://blogs.forrester.com/anthony_mullen/13-11-01-move_beyond_awareness_with_interactive_video
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@katemorris
Coming Soon …
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@katemorris
Mobile isn’t a thing … it’s EVERYTHING
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Jan-10
Mar-10
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0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Mobile Traffic % of All Traffic
A Former Client
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@katemorris
Indeed, on Black Friday, or the day after Thanksgiving, which is considered by many to be the unofficial kick-off to the holiday
shopping season, one in five web purchases were made with a mobile device, according to web measurement firm
comScore Inc. The following Monday, Cyber Monday, 17% of online purchases were made with a tablet or smartphone,
comScore says.
Katie Evans, Internet Retailer
http://www.internetretailer.com/2014/01/27/2014-e-retail-will-be-more-mobile-and-more-global
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@katemorris
Don’t do a mobile site. Do a responsive site.
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@katemorris
Local: All About Reviews
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@katemorris
Use of Reviews
http://www.brightlocal.com/wp-content/uploads/2013/06/Local-Consuner-Review-Survey-20131.pdf
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@katemorris
Local Search Ranking Factors
http://moz.com/local-search-ranking-factors
This is PR and Promotions
Focus efforts here next.
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Spend Time with Customers
Spend Budget on PR and Promotions
Get Interactive
Mobile is here. Everywhere.
Local and Reviews