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.
2013 Internet Marketing Trends (and How They'll Affect Your Organization)
1. 2013 Internet Marketing Trends
& How They Will Affect Your Organization
Seattle Tech Forum
Feb 13th, 2013
Presented by @KaneJamison
www.ContentHarmony.com
2. Let’s look at some trends:
Organic Paid Social
Search Search Media
Email Mobile & Where Do
Marketing Tablets We Focus?
3. But first, a quick link dump:
1 – bit.ly/ch2013trends
2 - @KaneJamison for live tweets
5. Organic Google vs. Everyone:
Search
Google
accounts for
65.2% of
searches,
worldwide
(comScore
data, Dec 2012
searches)
Sources:
Source & Chart: http://searchengineland.com/google-worlds-most-popular-search-engine-148089
6. Organic Google U.S. Market Share:
Search
Core Search Explicit Core
Entity Search Share (%)
U.S. is similar: Oct-12
Total Explicit 100.0%
Core Search
Google accounts
Google Sites 66.9%
for 66.9% of Microsoft Sites 16.0%
searches. Yahoo! Sites 12.2%
(comScore data,
Ask Network 3.2%
Oct 2012)
AOL, Inc. 1.8%
Sources:
Source & Chart:
http://www.comscore.com/Insights/Press_Releases/2012/11/comScore_Releases_October_2012_U.S._Search_Engine_Rankings
7. Organic Some Private Data Shows Differing Trend:
Search
Google sending 78%
of search visits
(RKG data, Q4 2012)
10%
10%
Google
Yahoo
78%
Bing
Sources:
http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf
8. Organic B2B Search Especially:
Search
Optify’s B2B Report:
Google sent 88%
of search visits in 2012
6%
6%
Google
Yahoo
88% Bing
Sources:
http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf
9. Organic Google Updates:
Search
Fighting
Spam:
Penguin
+
More Panda
Image: http://www.flickr.com/photos/22320444@N08/5270166802/
10. Organic Loss of Keyword Data:
Search
Keyword
(not provided)
increasing.
11. Organic Google+ Authorship:
Search
Authorship:
Same rank,
More clicks.
13. Paid PPC vs. Organic Search:
Search
Paid
Search:
25% of all b
search clicks
Source: http://www.slideshare.net/HubSpot/the-state-of-seo-and-internet-marketing-in-2012
14. Paid Tablet PPC:
Search
“Despite lower CPC than PCs,
Tablets offered 68% higher ROI than PCs
in Q2 2012.”
Source: http://success.adobe.com/en/na/programs/digital-index/1207_13926_q2_global_ad_update.html
16. Social Social Media Referral Traffic:
Media
Facebook & Pinterest Dominate Social Referrals Traffic in RKG’s Report…
Facebook
Pinterest
Twitter/Reddit/Linkedin
Source:
http://www.rimmkaufman.com/content/quarterly/rkg_dmr_q42012.pdf (Q4 2012)
17. Social Social Media Referral Traffic:
Media
But Optify’s B2B Report Shows a Different Story…
Visits: 54% 32% 14%
Source:
http://www.optify.net/wp-content/uploads/2013/01/Optify-2012-B2B-Marketing-Benchmark-Report.pdf (2013)
18. Social Social Media Referral Traffic:
Media
But Optify’s B2B Report Shows a Different Story…
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)
19. Social Facebook for Business:
Media
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)
20. Social Paid Social Media Ads:
Media
Advertisers are using paid social media ads more for
branding (awareness) than direct-response (sales)
Paid Social Media Advertising Objectives
0% 10% 20% 30% 40% 50%
Primarily Branding
Mixed but More Branding
Mixed but More Direct Response
Primarily Direct Reponse
Source:
http://nielsen.com/us/en/insights/reports-downloads/2012/the-paid-social-media-advertising-report-2013.html (Oct 2012)
22. Email Delivery Rates:
Marketing
U.S. Commercial Email Benchmarks
from Return Path for Q4 2012:
Inbox Rate: 88%
Spam Rate: 6%
Lost Rate: 6%
Source:
http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
23. Email Open Rates:
Marketing
Open Rate Share by Platform:
Mobile: 40-50% of opens
Desktop: 25-35% of opens
Webmail: 25-30% of opens
Variation by day of the week
Source:
http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
24. Email Mobile Open Rates:
Marketing
Open Rate Share by Mobile Device:
iPhone: 59% of opens
85%
iPad: 26% of opens
Android: 14% of opens
Windows Phone: 0.3% of opens
Source:
http://www.returnpath.com/wp-content/uploads/resource/email-mostly-mobile/Return-Path-Email-Mostly-Mobile1.jpg (Oct 2012)
29. Mobile & Mobile Adoption:
Tablets
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)
30. Mobile & Mobile Search:
Tablets
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)
31. Mobile & Tablet Conversions:
Tablets
Tablets Convert Well.
32. Mobile & Tablet Conversions:
Tablets
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)
33. Mobile & Tablet Conversions:
Tablets
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
34. Mobile & Tablet Conversions:
Tablets
Tablets conversions
higher on nights and weekends.
Sources:
http://www.getelastic.com/holiday-tablet-commerce-post-mortem-infographic/
36. Where Do Digital Marketer’s Top Priorities:
We Focus?
Sources:
Chart marketingcharts.com
Data http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013
37. Where Do Changes in 2013 Marketing Budgets:
We Focus?
Sources:
Chart marketingcharts.com
Data http://econsultancy.com/uk/reports/marketing-budgets
39. Where Do Changes in Measuring ROI:
We Focus?
Sources:
Chart marketingcharts.com
Data http://econsultancy.com/uk/reports/marketing-budgets
40. Where Do Changes in Measuring ROI:
We Focus?
Sources:
Chart marketingcharts.com
Data http://econsultancy.com/uk/reports/marketing-budgets
41. Where Do ROI By Channel:
We Focus?
Not all channels are created equally…
Poor
Average
Good
Excellent
SEO Email PPC Affiliate Social Mobile Offline Online
Marketing Media Direct Display
Marketing Ads
Sources:
Chart marketingcharts.com
Data http://econsultancy.com/us/reports/email-census
42. How will this affect our
marketing strategy?
Here’s the top 3 trends I see occurring:
43. How will this affect our
marketing strategy?
1) The content arms race heats up.
Be prolific or be profound.
Preferably both.
44. How will this affect our
marketing strategy?
2) Better data results
in better marketing.
We’ll see more use of it internally as
well as publicly.
45. How will this affect our
marketing strategy?
3) Increased adoption of CRO
(conversion rate optimization).
It earns us better ROI from
traffic generating activities like
SEO & PPC.
46. Thank you.
Slides at ContentHarmony.com
or here: bit.ly/ch2013trends
Kane Jamison
Marketing Director
Content Harmony
Twitter: @KaneJamison
Email: kane@contentharmony.com
Editor's Notes
Google accounts for 65% of searches worldwide (not searchers, but searches)
US is similar – 66.9% of searches in Oct 2012
Some released data suggest otherwise – small sample set but worth noting that different markets yield different trends.
Penguin to fight spammy link practices, and Panda to fight spammy & week content. Overall a good thing for the internet, however in some cases, all it has yielded is slightly better and slightly longer content. Link practices have gotten better in general among companies that were taking low quality routes, however this is another situation where some cases have just seen slightly better version of bad link building practices. So, the fight against spam continues…
Oct 2011 – logged in Google users sent to encrypted searchJul 2012 – Firefox forces encrypted searchSep 2012 – Safari for iOS6 forces encrypted search, and shows up as direct traffic, not even as search trafficJan 2013 – Chrome will start forcing encrypted search30-40% of organic search keyword data lost for our clients, which skew towards small business. For tech-heavy audience as high as 50-60% (SearchEngineLand). 28% reported by RKG. 41% for B2B reported by Optify. All within past 6 months or so.
Major implications now: higher clicks and possibly higher rankings for content by real authors, with a following. That means that companies with public figures who are creating content will be rewarded.Major implications in the future:The use of Google+ as an identity platform, to identify authors with a following and rank their content higher.To identify brands with a following and rank their content higher.To increase your website’s authority by hosting high profile authors.To increase your personal authority by writing for high profile websites.Better spam detection
25% of clicks are for PPC, 75% for organic. PPC works and is highly measurable, which I envy, but even with unlimited budget, it can only capture 25% of potential search traffic.
Lower cost per click, slightly higher conversion rate, and similar click through rates, led to 68% higher ROI for tablets vs. PCs.
RKG methodology samples their own clients who they work with for each medium.
RKG methodology samples their own clients who they work with for each medium.
RKG methodology samples their own clients who they work with for each medium.
Napkin Labs analyzed fan engagement for more than 50 brand pages, including consumer electronics companies, retailers and more, with between 200,000 to 1 million fans each. The researcher found that having more likes doesn't necessarily mean having more engagement. In fact, the more Facebook fans a brand has, the lower the percentage of engaged fans tends to be. For example, brands with between 900,000 to 1 million fans had 60% less engagement than brands with 500,000-600,000 fans.
The Vizu survey was conducted in October 2012 by Digiday among more than 500 US digital marketing and media professionals.
Cisco report on mobile data consumption worldwide in 2012
RKG Q4 2012 report.
As mentioned earlier – tablets get 68% higher ROI than desktop on PPC due to lower CPC and slightly better conversion rates.
As mentioned earlier – tablets get 68% higher ROI than desktop on PPC due to lower CPC and slightly better conversion rates.Private conversations I’ve heard more along the lines of on par.
Top Priorities: Content Marketing, CRO, Social Media Engagement, and Targeting/Personalization
65-70% reporting increases in content marketing, SEO, and email marketing for 2013 budgets.Biggest reductions in PPC and online display ads.
This was our understanding of digital marketing ROI in Feb 2010 – 3 years ago.
This was our understanding of digital marketing ROI reported this month – 3 years later.Good to Very Good - 67% > 50%Poor to Very Poor - 10% > 18%
SEO & organic search was rated as good or excellent ROI by 79% of respondents.Email marketing was 70% responding good/excellent.PPC at 58%.Less than 50% of respondents rated the following as good/excellent ROI: online display ads, offline direct marketing, mobile marketing, and affiliate marketing.