This is a detailed presentation by Deepa Venkataraman – our online reputation management expert, on the major flashpoints in the internet marketing world towards the end of last year. Its aim is to inform digital marketers of some major announcements in the internet marketing world that have a potential to influence marketing strategies of brands across the world in 2014. We would love to hear your feedback in the comments section below.

1. Latest Trends in Digital Marketing
Presented by
Deepa Venkataraman
Online Reputation Management
SMG Convonix

2.  Content Grouping in Google Analytics
 What Happened on November 14 – 15, 2013 ?
 SEO for Hispanic Searches
 Twitter Trends
 Instagramination

3. Custom Grouping

5. For example, if you wanted to
compare aggregated sales by
Department, then you might create
a Content Group called Department,
and within that Content Grouping
create Content Groups for Men and
Women. That would allow you to
compare performance of the men’s
and women’s clothing departments.

6. Procedure:
(One of the three below mentioned steps can be used to set up Content Grouping)

7. Key Take-away
• E-commerce websites can clearly compare performances of different categories
based on how profitable or non-profitable that category has been for the entire
business revenue model.
• E-commerce sites will hugely benefit out of this as it enables grouping of various
categories as well gauging performance of individual category at a very granular
level
• News websites and other such sites that have similar categories for more than one
section can explore this custom grouping feature offered by Google Analytics

8. What Happened on November 14 – 15, 2013

9. This peak depicts the amount of
variation in the resulting URLs as
shown by the Search Engine Result
Pages
Did big sites win big?
Percentage of total search
results in the set occupied
by the top 10 domains on
15th November 2013
Source: http://moz.com/blog/was-there-a-november-14th-google-update

10. The one day jump from 15.39% to 15.89% represents a 3.2% relative increase – it may not seem like
a huge amount, but it's historically unusual. Wikipedia, Amazon, and eBay all had one-day gains in the
3-5% range.
Some of the Big websites seemed to have increased their appearances in SERPs on these days. Or
was it the smaller websites disappearing from SERPs?

11. How SERP showed variation for the keyword "famous footwear store hours" ?
November 14, 2013
November 15, 2013

12. GOOGLE GLITCHES

13. And.. More Speculations follow..

14. Key Take-away
• Sites that updated their content on a regular/daily basis saw greater prominence in
SERPs as compared to those sites that lacked fresh content
• Apart from sites that had freshness in content, it was observed that sites having an
active mobile version saw greater traffic as compared to those sites without a
mobile version

15. SEO for Hispanic Searches

16. Characteristics of Hispanic Searches
Source: http://www.vayumedia.com/hispanic-seo.php
•
•
•
•
•
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Use of genuine humor
Music with cultural affinity
Appealing celebrities / role models
Family / children scenarios
Latin American scenery
Elements of escapism

17. Can We Use This?
Source: http://searchengineland.com/sponsor-message-seo-opportunities-from-hispanic-searches-2-177888

19. Attention must be given to the types of keywords Spanish speakers are using in a given market.
Source: Google Keyword Planner

20. Running Site Content through Online Translation Programs

21. Key Take-away
• A lot of American based companies can benefit from Hispanic SEO as it is
statistically proven that Hispanic population is not only more likely to remember
your brand but is also more likely to convert. As a result of this, SEO must be
specifically performed for the Hispanic population in addition to targeting audience
well versed with English language

22. Twitter Trends!

24. New TRENDs on Twitter!
Twitter’s users can keep a track of emergency contact details near their
current location and avail of useful prompt services as per requirement.
The Twitter team has used MagicRecs to tweak the
algorithm that finds users and tweets to
recommend, and now this is being rolled out as a
stand-alone recommendation feature
TV on Twitter!

25. SCHEDULED TWEETS
Twitter Ads users can schedule either
Promoted or organic Tweets to be sent at
specific dates and times up to a year in
advance. Of course, this can be useful for
marketers who want to promote timesensitive events on Twitter, like product
releases or premieres.

26. Key Take-away
• Scheduled Tweets as a new feature can be encashed by marketers to leverage their
activities on Twitter based on the time when their target audience is most likely to
be active there!
• New Twitter features may be incorporated in your Internet Marketing strategy to
ensure that your business is TRENDy and can reach to a majority of your target
audience

27. Instagramination

28. FUN FACTS ON INSTAGRAM!

29. -
Be a Visual Storyteller: Balance Fun
Images With Pictures From Your
Business
-
Add Instagram to your content strategy
-
Use hashtags, Cultivate a Following
-
Embed Instagram Video in Your Blog or
Website
-
Leverage Photo Contests on Instagram
With Facebook

30. 15-Second Video
Editing
Cinema
Analytics
Filters
Cover Frame
Embedding

31. Key Take-away
• Instagram is an excellent social platform for your Content Marketing strategy. Use
witty and attractive images for your Brand to be recognized by your target audience
• Its Video feature gives your business ample opportunity to make campaign –
oriented videos and share it with your desired audience

32. THANK YOU