Winning Online: Top 10 Digital Marketing Trends for 2014 from www.nationapositions.com. Find out more about the content, social, mobile, local and SEO trends that will impact your company's marketing in 2014. Watch the full presentation here: http://www.youtube.com/watch?v=eC2DLGXUiOM&feature=youtu.be

1. Winning Online: Top 10
Marketing Trends for 2014
Bernard May
President
Adam de Jong
Marketing Director

2. Agenda
Digital Marketing Trends 2013 vs. 2014
Top 10 Trends of 2014
Where to spend your budget
Action plan
Q&A

3. Digital Marketing Trends

4. Digital
Marketing
2013 vs. 2014
Smart Insights Study

5. Trend 10: Predictive Search and the
age of context

6. Predictive Search
Hummingbird
Algorithm to
understand search
context
Google is going to be
better at spotting
duplicate content and spam
Exact match keyword optimization will further
decrease
It will be more important than ever to segment your
content based on what your audience needs
Market research will become more important

7. Predictions
We need to understand our
customers better
To do this, we need to
research what our
customers really need
Customer Personas
A content strategy to
make our content helpful
and engaging

8. Trend 9: Analytics and the drive for
new information sources

9. Analytics and the drive for new
information sources

10. Predictions
Marketers will be more creative in how they use
Google Analytics
Not just about tracking clicks, about user engagement

11. Trend 8: Age of Authenticity

12. Age of Authenticity
Search engines are trying to authenticate the web
Rich Snippets associate content with people or
organizations
Rich snippets and the semantic web becomes a
more important ranking and conversion factors
Author
Organization
Reviews
Product

13. Prediction
Trust factors will ultimately result in better rankings
Google + profiles will be more important than ever
Author tags will be added to most content
Writers will be hired based on their quality profile
More companies will care about their online
reputation

14. Trend 7: Paid Search in 2014

15. A Necessary Evil
Insurance against organic fluctuations
Continue to take up more screen real estate
Margins will be further depressed
Conversion will become more important
More sophisticated targeting
PLA’s continue to grow
Amazon, Yelp and more vertical search gain
popularity
Retargeting tools will become more popular
Attribution across multiple channels will continue
to be a challenge

16. Predictions
Advertisers will look at other paid options besides
Social Media ads
Angies List
Amazon, Yelp
Apps
Look for PLA’s to
become more sophisticated
local PLA’s, Google Shopping Express, Google Wallet
Vertical Search will grow

17. Trend 6: Linking becomes about Value
Exchange

18. Linking becomes about Value Exchange
Value exchange and paid
exchange to be the norm
Fewer higher quality links
Exact match anchor text if
overdone can be dangerous
Linking continues to be
important as a ranking factor
Content Marketing and
linking are closely related
Links need to be diversified

19. Predictions
Earned links are going to be the cornerstone of a
successful SEO campaign
You earn links with content, social engagement and
outreach

20. Trend 5: Social’s Impact on Business
Continues to Grow

21. Social Impact on Business
Continues to Grow
Google+ will gain even more traction
Facebook, Twitter, LinkedIn and Pinterest will all
grow exponentially
Social signals and social engagement will become a
more important ranking factor
Social will integrate with everything
Social will continue to be one of your most
important content marketing channels
Paid social search starts to gain more traction

22. Channel Decisions Become more
Complex

23. Predictions
To get organic visibility, it’s essential to have a social
media strategy that fits your brand
Brands that build their authenticity and authority
on social channels will be rewarded with rankings

24. Trend 4: Local Opportunity Shines

25. Local Search in 2014
Local Search continues to grow and become more
dynamic across all platforms and devices

26. Local Continues to Grow

27. Increased Local Paid Search
Sophistication

28. Online customer reviews affect your
local business?

29. Predictions
Local search is a great opportunity to drive organic
traffic for local SMBs
Reviews continue to grow in importance
Carousel will expand across more categories
Multimedia to grow in Local (images, virtual walkthroughs and videos)
Local paid search becomes more sophisticated
Innovation will continue at a rapid pace

30. Trend 3: Mobile Gets Smarter

31. Then…

32. And Now

34. Mobile Gets Smarter
Hummingbird means more contextual search results
User experience is more important than ever
Responsive or adaptive debate will continue
Mobile shoppers continue to spend more
Location services become more important
Geo Fencing
Digital Coupons
Loyalty programs will grow
Multiple Screen Adoption
Behavioral targeting and big data (Big brother is
watching you)

35. Mobile in Retail

36. Mobile Users Are More
Serious About Buying

37. Predictions
Brands will revamp sites to be more mobile friendly
Poor mobile user experience will hurt visibility
Ephemeral services like Snapchat to grow
Android will gain more market share and the
market for tablets will grow
The next big thing will be responsive content to go
with responsive design
mCommerce will offer a better user experience and
become more sophisticated

38. Trend 2: SEO will not die but will
evolve and grow

39. The State of SEO

40. The State of SEO
SEO is not Dead
Hummingbird will change Search
Search queries more sophisticated and intelligent
Google continues to favor brands
Rankings become mostly irrelevant
The long tail is more important than ever
Opportunities in SEO exist beyond text results
More paid ads on Google changes landscape

41. SEO Becomes More Technical
A technically sound website is critical to rankings

42. Images, Reviews and Knowledge Graphs

43. Images, Reviews and Knowledge Graphs

44. Predictions
Search remains a profitable channel to drive clicks
SEO will remain key to a successful digital strategy
Good SEO will involve process of technology, user
engagement and marketing

45. Trend 1
Content Remains King

46. Content Remains King
Panda updates influence content quality
Penguin influences marketers to create great content
to generate links and sharing that result in rankings
Quality determined by engagement
Sharing, social signals, comments
Give people a reason to share your content
Developing a content strategy is key
Editorial Calendar
Optimize the journey (the buying cycle and funnel)
Personas
Choose your channels

47. The Future of Content Marketing

48. Predictions
Marketing personas and touch point marketing will
become common concepts
Content becomes the primary link generation
strategy
Site blogs become the core content hub
Lead nurturing and email marketing will continue
to grow and become more sophisticated
Content becomes more tightly integrated across
channels
Content personalization and reuse on the rise
Long form content will grow in importance

49. Allocating your budget in 2014

50. Investing your budget in 2014
Smart Insights Study

51. Your Action Plan for 2014

52. Action Plan
Define your customer persona
Create a content marketing strategy
Make your site mobile friendly/responsive
Setup your blog as a content hub
Setup authorship tag
Long form content – 1 blog post/month that’s
1,500+ words
Determine your most profitable social channel and
get started!

53. Q&A