So what’s expected to happen in 2013?
Brazil has the FIFA Confederations Cup in preparation for the ’14 World Cup, the US has a fiscal cliff to climb and together with the EU an imbalance on revenues and expenses to address. The NFL has some skulls to crack to fix their concussions problems, those employed in the US will hire the unemployed in foreign lands (read more outsourcing), more foreigners will purchase US land, buildings, businesses and IP, and of course, VP Biden is the newly assigned czar on gun control.
IMHO, 2013 will follow Amara’s Law: “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.”
So here they are: The top 10 digital marketing trends of 2013.
10. Gamification – “All Play and no Work makes Jack a rich boy!”
9. Cloud computing enables scalability to allow for new experiences in video games
8. Digital Content across devices enables personalization that follows users across platforms
7. TV is old. It’s still king of the screens, but it’s content that folks want anytime, anywhere on all four screens.
6. The Smartphone begins its attack on plastic in mobile payments.
5. Tag Management becomes a competitive imperative
4. Users prefer mobile devices when reading magazines and shopping
3. Social Media Mainstream and Niches continue to grow, especially in Emerging Markets except China
2. Big Data will lead to consumer insights and smarter experiences at the speed of light
1. The glory goes to the man in the arena and not their bankers and consultants.
10. Gamification – “All Play and no Work makes Jack a rich boy!”
So have you seen websites that try to encourage your behavior by offering you a little badge for doing something? Foursquare gives you a badge when you check into the same place three times for example. Dashlane offers badges when you save passwords in their password and credit card maintenance software, and Fitocracy makes working out with your friends a competitive game. Users can Level Up by improving their bench press and earning a badge, post it to facebook and let the world know about their development.
As Daniel Pink will tell you in his book, Drive, human nature is best motivated by a sense of purpose, autonomy and self-mastery. These types of immediate rewards for accomplishing small tasks might seem like it’s meant for grade school kids, but the data doesn’t lie. Gamification increases engagement, helps users spend more time on site, and
that drives ad revenue and subscriptions since folks tend to develop a sense of being invested based on the recognition and the bragging they’ve done on social networks.
We’ve come a long way from that LinkedIn profile bar that showed 90%complete.
Companies undertand the importance of refining their CRT (click-through rates). This is because as the rates are improved with higher ranked keywords, the companies’ income can also greatly improve. Essentially, to determine the CTR, ‘number of visits’ is divided by ‘number of searches.’
In previous research, summarised by Chris Soames, an analysis of CRTs from Optify showed the importance of Page 1 and, in particular the top 3 positions.
This curve can be utilized when employing search engine optimization as each position demonstrates the divergence in capacity.
Below are comparisons of Google click-through rates by position.
Day 2 at #SESNY kicked off with a groundbreaking keynote. But wait. Let’s rewind. Earlier this month, I had the pleasure of interviewing Paul Lima of Lima Consulting on the topic of Digital Marketing To Latino Users. The Q&A was an eye-opening peek at the opportunity represented by the growing online Hispanic market, and a serious appeteaser to the inaugural launch of the Focus Latino track at Search Engine Strategies New York.
The keynote was introduced & moderated by Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ, Carlos Vassallo, CEO, LatinVision Media Inc., Carlos Manzano, Executive Director, Latin Media & Entertainment Commission, City of NY, and Paul Lima himself. Mark López , Head of U.S. Hispanic Audience, Google, took the stage for the main event, which was jam-packed with awesome stats about Latino users. Oodles of them live below the fold, in addition to a hearty helping of takeaways from the follow-up session, Reaching Latinos through SEO, presented by Rafael E. Hernandez, Sales Manager, AudienceScience and Matias Perel, Founder and CEO, Latin3. aimClear live-tweeted both of these fascinating sessions. Read on for the goodies.
Mind-Blowing Stats, Brian-Nuggets & Best Practices
Mike, Carlos V. & Carlos M, Paul, and Mark took turns sharing a slew of stats & targeting tips regarding the Hispanic Market. (Rad full write up in Bruce Clay Blog.) Here’s a sample platter of the main attractions:
- The U.S. Hispanic market is a $1 trillion market! That cannot be ignored.
- New York City has the most diverse Hispanic population than any other city in the U.S.
- By 2040, it’s predicted that 100% of the U.S. Hispanic market will be online. Searching, socializing, etc.
- There is no real divide between online & offline engagement. Online engagement, video & mobile usage is on par with the overall market.
- 53% of Hispanics use the Internet for shopping (searching to learn more about brands, find products,purchase products, etc.)
- Search prompts action, meaning search generates distinct offline action for U.S. Hispanic advertisers
- TV is an effective trigger for search – 78% of Hispanics have used search engine to find more info about something they saw on TV.
- U.S. Hispanics are Googlers! 93% of Hispanics use Google as their primary search engine.
- Mobile search drives store traffic. 1 in 3 mobile search queries have local intent.
- 15% of iPhone apps are local-based
- 24% iPhone users are Hispanic (they rely on mobile to stay connected with friends & family)
- Mobile is already an important component in the purchase funnel. 40% of Hispanics compare prices & find retailers via smartphones.
- Search dominates smartphone usage.70% of Hispanics use smartphones to search– in other words, search engines are most popular sites they visit.
- 8% of queries entered in Google today are in Spanish. This opens a huge pot of inventory that many companies haven’t tapped into yet.
- Regarding Spanish keywords vs. English keywords — there’s a substantial discount for Spanish KWs.
- 80% of Spanish KW queries are done in the English Interface of Google. This suggests bilingual users, who can be targeted by both Spanish & English KWs. #Winning
- Develop search capabilities for this market. You have to test your creative across languages. Keywords, images, copy– what you serve to English-speaking users may not resonate with Spanish-speaking users.
- Have an “Always On” strategy for search. Your target audience is searching 24/7.
- Make your offline marketing strategy a digital one. Ensure you are present as users search for their favorite offline content (such as TV shows).
- Extend to mobile search. It’s there, & it’s growing! Hispanics rely more heavily on their mobile devices.
Reaching Latinos through SEO
The following session focused more on SEO, and ways to optimize your site for Hispanic searchers. Rafael was up first, reiterating that Google has 72% of search traffic in Latin America. If Latinos are a part of your target audience, Google should factor into your SEO tactics.
Another significant tactic Rafael touched upon the importance of understanding how your audiences describes you; your business, brand, products, services, etc. What are the keywords they use to find you? Those are the keywords you should use to advise your SEO strategy. And, newsflash– they might not be the words you use to describe yourself.
Where to find keyword ideas:
- Your own content
- Your Analytics (high quality terms driving small traffic? low-hanging fruit!)
- Your competitors’ pages
- Your PPC data
Discover what’s working, and use it!
Matias took the stage next, set to dig deeper into Reaching Latinos through SEO.
- 30 mil U.S. Hispanics are online
- 89% search share in Latin America on Google
- 112 million Internet users in Latin America
- 6 million new web users in Brazil last year alone
Factors in SEO & Other Fascinating Takeaways
- Indexing - take note, is every page indexing?
- Contextualization (KEY in Latin America) – what’s the page about?
- Reputation is huge. Influences people to click, or… not.
- Think globally…. who owns your local domain? Use it!
- Sub-domains & sub-folders – separate your Spanish content from your English content. Avoid query string parameters /session variable.
- Language - how does your audience think & search online? How do they expect to find your content?
- Server - not the biggest deal, but having local IPs for your server can help add context to your site.
- Local links are more relevant, a better sign of trust & reputation to Hispanic users.
- The new social factor: social defined relevance. Sharing is the new linking! See how Google understands your social connections.
- As always, CONTENT IS KING. According to Matias, it’s also president & prime minister . The same rules apply. Create unique content worth sharing and linking.
- “Latinos love to share! Latinos love great content!” Leverage cool videos, infographics, thoughtful posts, incredible photos.
“Viva la diferencia!”
The biggest takeaway from this session (and perhaps the track in general)… Be mindful of the different ways Latinos say the same thing. Latinos have a lot in common – but every culture has some slight differences in how they express themselves. The same word (for example, “lightbulb”) can be expressed differently from Argentina, to Mexico, to Colombia. This is huge in terms of KW research and how you go about stemming. There are so many ways to say the same thing… within and between these cultures.
Thanks to all of the moderators & speakers for two terrific back-to-back sessions. These presentations certainly set the bar for future Focus Latino tracks to come. Stay tuned in aimClear Blog for more conference coverage– follow along with @beebow, @Matt_Peterson, @aimClear & @KJalivay for live-tweets straight from the floor.
Here at Lima Consulting we use a 4 step process to help organizations develop, deploy and measure digital strategies.
Just this week alone we met with four companies, two of which are non-profits, and shared this methodology with them. In all four cases, the marketing team had several tactics underway, such as an attempt to use Google Adwords, Google Analytics in some cases re-designs and launches to existing websites. But the strategies, tactics and campaigns were not mapped back to their business objectives. read more
Online marketers need to keep the basics of marketing at the forefront of their strategy. In B2B professional services companies, there is a pretty standard buying cycle that online marketers can use to address the strategy, tactics and campaigns to accomplish their business objectives. The buying cycle usually consists of 5 steps and with each step, there are better online marketing tactics than others.
It’s difficult to find a digital agency that operates at the level of a strategic management consulting firm. Can they make the transition? It would mean a new group of relationships. Some of the management consultancy’s have done precisely this. Diamond Partners, an off-shoot of McKinsey, used to do technology strategy only. But now they build websites too. Some of the larger defense contractors such as Lockheed Martin have digital ad agency capabilities and Public Relations teams that are as big as the Madison Avenue agencies. read more
- Adobe will buy Responsys
- 8 Ways Lima Consulting Group welcomes our new team members
- The Marketing Model Continuum
- 10 Digital Marketing Trends for 2013
- Exciting growth in e-commerce throughout Latin America
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