2013 Internet Marketing Trends (and How They'll Affect Your Organization)
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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.
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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
- 4. Let’s look at some trends: Organic Search
- 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.
- 12. Let’s look at some trends: Paid Search
- 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
- 15. Let’s look at some trends: Social Media
- 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)
- 21. Let’s look at some trends: Email Marketing
- 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)
- 25. Email Read Rates: Marketing Email Read Rate – 17% Average Email Read Rates By Sector: Finance / Business: 25-27% +10-40% YOY Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
- 26. Email Read Rates: Marketing Email Read Rate – 17% Average Email Read Rates By Sector: Shopping / Education / Travel: Entertainment 15% 10% -10% YOY -20-40% YOY Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
- 27. Email Read Rates: Marketing Email Read Rate – 17% Average Email Read Rates By Sector: News / Social Networks 6-8% -50% YOY Source: http://landing.returnpath.com/emailintelligence12q4 (Q4 2012)
- 28. Let’s look at some trends: Mobile & Tablets
- 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/
- 35. So much data! So Where Do We Focus?
- 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
- 38. So much data! Are we measuring ROI well?
- 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.
- Be prolific or be profound – preferably both.
- Be prolific or be profound – preferably both.
- Be prolific or be profound – preferably both.
- Be prolific or be profound – preferably both.