Kate Morris provides recommendations for online strategies in 2014, including spending time with customers to understand them, spending budget on PR and promotions to spread content, getting interactive content for engagement, designing for mobile as traffic shifts to smartphones and tablets, and focusing on local search and positive reviews which are highly influential. Customers can provide ideas, feedback and word-of-mouth influence. PR budgets are up as the priority is online interactions and video advertising is growing rapidly for mobile. A responsive design is key as mobile traffic surpasses 50% for many sites.

1. Online First in 2014
KATE MORRIS
@katemorris

2. Kate Morris
Principal Consultant
kate.morris@distilled.net
@katemorris
@katemorris

3. Here is what you should
focus on in 2014.
@katemorris

4. Spend Time with Customers
Spend Budget on PR and Promotions
Get Interactive
Mobile is here. Everywhere.
Local and Reviews

5. Your Customers: Know Them
@katemorris

6. Benefits
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Content Ideas
Product Ideas
Social Marketing Feedback
Marketing and Product Testing
Word of Mouth Influence

7. Reaching Customers
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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

8. Budget: PR and Promotions
@katemorris

9. Your great content will be
less effective if you don’t
tell people about it.
@katemorris

10. Real PR is the only “link
building” of today.
@katemorris

11. 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 Week
http://www.prweek.com/article/1190283/outlook-pr-spend-brightens-according-bellwether-survey
@katemorris

12. Get Interactive
@katemorris

13. http://www.raptmedia.com/case-studies/philips-designed-toplay-drives-mobile-video-engagement
@katemorris

14. http://blogs.forrester.com/anthony_mullen/13-11-01-move_beyond_awareness_with_interactive_video
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
@katemorris

15. Coming Soon …
@katemorris

16. Mobile isn’t a thing …
it’s EVERYTHING
@katemorris

17. A Former Client
Mobile Traffic % of All Traffic
50.00%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%

18. http://www.internetretailer.com/2014/01/27/2014-e-retail-will-be-more-mobile-and-more-global
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
@katemorris

19. Don’t do a mobile site.
Do a responsive site.
@katemorris

20. Local: All About Reviews
@katemorris

21. Use of Reviews
http://www.brightlocal.com/wp-content/uploads/2013/06/Local-Consuner-Review-Survey-20131.pdf
@katemorris

22. Local Search Ranking Factors
This is PR and
Promotions
Focus efforts
here next.
http://moz.com/local-search-ranking-factors
@katemorris

23. Spend Time with Customers
Spend Budget on PR and Promotions
Get Interactive
Mobile is here. Everywhere.
Local and Reviews

24. Thanks.
Any questions?
KATE MORRIS
kate.morris@distilled.net
@katemorris
@katemorris