Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer Camps
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Transcript of Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer Camps
Advertising & Marketing Trends 2014 Agnes Stawicki #mktgacademy @mktgacademy
There was a time when a ‘tablet’ meant this.
Not this.
There was a time when brands didn’t really exist.
… let alone have devoted fans like this
Source: Hubspot.com
Content What does advertising look like today?
7 trends for 2014 Content Social Simple Mobile Retarget SEO
Summary
Where are we now?
Information overload There are 2.69 billion web pages worldwide.
100 hours of video are uploaded to YouTube every minute.
200 million active twitter users, 400 million tweets sent daily.
Every 2 days we create as much information as we did from dawn until 2003.
Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,
High expectations 53% of consumers expect an immediate
response to a tweet within an hour. 72% if the tweet is a complaint.
47% of consumers expect a web page to load in 2 seconds or less.
Consumer expectations have increased by 24% over the past 15 years
Sources: Marketingland.com, tonyvidler.blogspot.com, Forbes.com
A marketer’s view 76% of marketers think there has been more
change in the past 2 years than the past 50.
Only 9% strongly agree with the statement “I know our digital marketing is working”
Digital marketing strategies are in constant cycle of trial and error.
Most marketers do not have formal digital training. 85% learn it on the job.
Source: Adobe -Digital Distress: What keeps marketers up at night?
Trends for 2014
Where do we go from here? ① Content
② Social
③ Simple
④ Mobile
⑤ Retarget
⑥ SEO
① Content
Storytelling People love marketing that is more about
their needs than the brand’s needs.
Something they trust.
The right information at the right time.
Create something people want to consume.
Go where your audience is.
Answer questions.
Integrated campaigns Repetition is the mother of branding.
The more consistent you are the more recognizable you are.
Consistency creates a sense of stability and trust.
Consumers need to see, hear, read your marketing message 7 times before they take notice.
Use consistent imagery & messaging
Use consistent imagery & messaging
Who said it? Be remarkable
Boredom ends here
The educational journey of a lifetime
Simply smarter
Fun lives here
A place to learn. A time to grow.
Be yourself. Be great.
② Social
Moms are social
Why it is important Customers expect you to be on social. They will look
for you and for a conversation.
Social networking is the #4 most popular mobile activity
78% of sales are won by the company that responds first.
Apps link multiple networks together to easily share: Instagram + twitter + facebook + Tumblr + Flickr
CRM solutions are beginning to integrate social activity
On the horizon Twitter and Instagram advertising
Increased facebook ad targeting and new ad sizes Sponsored posts
Facebook feed ads
Video ads
Remarketing
A change in how we use platforms (facebook down, twitter up.. etc)
③ Simple
How do we stand out? We see 250 to 20,000 marketing messages every
day.
There are more than 500 social media networks
People are busy
People only care about themselves
Less is more Image centric content (instagram, pinterest)
Simplistic messaging
Easy to digest pieces of information (infographics)
Emotional engagement
Banner ad examples
Great content.
④ Mobile
The importance of the mobile channel In Canada, by 2014, there will be 14.8 million
smartphones activated
73% of Canadians use their mobile device daily to access the Internet
By 2014, more people will connect to the Internet via mobile devices than computers
Is it time to go mobile? Google suggests that 40% of all web searches
are performed on a mobile device
Look at your data: analytics will provides you with a breakdown of channels directing traffic to your site
Type of device
Screen size
Operating system
What am I looking for?
What am I looking for?
App vs. Website A mobile website works quite similarly to a
traditional website; it can display all your content but is designed for a smaller screen. Your audience needs to access the mobile website for
new information.
A mobile app is downloaded from an app store. It can either pull content from the Internet or be used without connection. Apps should deliver on a customized purpose. Once downloaded, you can push information to the
app and it will automatically be shared with the audience.
Benefits of mobile sites Immediacy: accessible without downloads
Compatibility: across all mobile devices
Time & cost: cheaper & quicker to develop than an app
Benefits of mobile apps Interactivity: when the user experience is required
for the app to work at its best (i.e. GPS)
Native functionality: when the mobile tools are required (i.e. a camera)
No connection req’d: when the audience can access the information without connection to the Internet (i.e. notepad)
Responsive website
Mobile app
Mobile website
Mobile website
Mobile apps
Mobile email More emails are opened on mobile devices than
on desktop computers.
Apple devices are the most used for email.
The most popular activity on a mobile device is using the Internet.
QR codes blend print with mobile marketing.
⑤ Remarketing
Why follow-up? Only 2% of web traffic converts on the first visit.
Simple exposure to brands creates familiarity and builds trust. People will click on google adwords if they recognize you.
People will look at your website first before they do anything else.
Stay top of mind. How much is a click worth?
Quality vs. Quantity.
Remarketing explained
Some call is stalking
Where to remarket Google text and display ad network
Facebook advertising (custom audience)
Marketing automation platforms
Custom web scripts
BEWARE: “Stop the creepy targeted ads”
⑥ SEO
Google releases Panda (Feb 2011): Update targeting low quality
or thin sites.
Penguin (Apr 2013): Update targeting linking schemes.
Hummingbird (Aug 2013): New algorithm with a focus on answers and ‘conversational’ search and privacy of keyword data.
What do I do? Focus on the user. What matters to them and how can
you help them?
Create great content and promote it
Improve your page performance (speed and bounce rate)
Make sites device friendly
Integrate SEO, social and email together
Summary
#MktgAcademy
We are in an era of information overload. Every 2 days we create as much information as we did from dawn until 2003.
Focus on customer experience and customer service. Create content that answers questions.
Repetition is the mother of branding.
#MktgAcademy
The time for mobile is now. More emails are opened on mobile devices than desktop computers.
Only 2% of website traffic converts on the first visit.
Social signals tell Google how important this information is. Social and SEO are intertwined.
Integrate your marketing to produce the strongest results
Questions? @MktgAcadmey