DIGITAL MARKETING

1. Digital Marketing in
2015
A.Arputha selvaraj APMP IIM CALCUTTA

2. @tecmark
A LIFETIME IN THE
DIGITAL MARKETING
WORLD.

3. @tecmark
£2.74 BILLION
FORECASTED ONLINE UK GAMBLING MARKET IN
2015
Source: http://www.gamblingdata.com/

4. @tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media

5. @tecmark
OWNED AND EARNED
MEDIA

6. @tecmark
OWNED
& EARNED
SUCCESS
Content
Marketing
SEO Social

7. @tecmark
WELCOME TO THE
PARTICIPATION AGE
http://goo.gl/FlKUx5

8. @tecmark
http://goo.gl/FlKUx5

9. @tecmark
http://goo.gl/FlKUx5
CONTENT AND SOCIAL
ARE ABOUT ENGAGING
FANS

10. @tecmark
http://goo.gl/FlKUx5
AND SEO IS ABOUT
CONTENT AND SOCIAL…

11. @tecmark
ORGANIC SEARCH VISIBILITY
IN 2015

12. @tecmark
CONTENT.

13. @tecmark
CONTENT. BRANDING.

14. @tecmark
CONTENT. BRANDING.
MOBILE.

15. @tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.

16. @tecmark
CONTENT. BRANDING.
MOBILE. SOCIAL.
USER EXPERIENCE.

17. @tecmark
SOME THINGS WON’T BE
MUCH DIFFERENT

18. @tecmark
GOOGLE WILL STILL
DOMINATE THE MARKET.

19. @tecmark

20. @tecmark

21. @tecmark
THE GOALS OF SEARCH
ENGINES WILL STILL BE
THE SAME.

22. @tecmark
SEARCH ENGINES ARE
SMARTER

23. @tecmark
IT’S HARDER TO
MANIPULATE RESULTS

24. @tecmark
AND THE FOCUS NOW IS ON
BEING THE QUALITY
RESULT.

25. @tecmark
THE MODERN SEO
TEAM

26. @tecmark
2015 ESSENTIALS

27. @tecmark
GET MOBILE

28. @tecmark
NOT JUST AN APP.
YOUR WEBSITE TOO.

29. @tecmark
IF YOUR PHONE DOESN’T
DISPLAY FLASH, GOOGLE WILL
NOT SHOW FLASH SITES IN YOUR
RESULTS.
Matt Cutts of Google at Pubcon in October 2013

30. @tecmark
IF YOUR WEBSITE ROUTES ALL
MOBILE TRAFFIC TO THE
HOMEPAGE RATHER THAN THE
INTERNAL PAGE THE USER WAS
ATTEMPTING TO VISIT, IT WILL
BE RANKED LOWER.
Matt Cutts of Google at Pubcon in October 2013

31. @tecmark
IF YOUR SITE IS SLOW ON
MOBILES, GOOGLE IS LESS LIKELY
TO RANK IT.
Matt Cutts of Google at Pubcon in October 2013

32. @tecmark
HAVING A MOBILE SITE IS JUST
THE START.

33. @tecmark
http://developers.google.com/speed/pagespeed/insights

34. @tecmark
ON 19TH
MARCH 2014, UX
RECOMMENDATIONS CAME OUT
OF BETA.

35. @tecmark
http://developers.google.com/speed/pagespeed/insights

36. @tecmark
MOBILE READY MEANS:
• Loading quickly on mobile

37. @tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen

38. @tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect
to see

39. @tecmark
MOBILE READY MEANS:
• Loading quickly on mobile
• Enabling users to navigate around on a small screen
• Taking mobile users to the content they expect
to see
• Enabling users to read without pinching and zooming!

40. @tecmark
GOOGLE’S ALGORITHMS
STILL WON’T BE GOOD
ENOUGH TO STOP LINK
SPAM

41. @tecmark
CUE THE MANUAL
ACTIONS TEAM

42. @tecmark
EXPEDIA.COM

43. @tecmark
HALIFAX.CO.UK

44. @tecmark
MARKSANDSPENCER.COM

45. @tecmark
BUT GOOGLE NEEDS
LINK METRICS.

46. @tecmark
OFF PAGE IS (AND WILL BE
INCREASINGLY) MORE THAN
JUST LINKS

47. @tecmark
BRAND SIGNALS

48. @tecmark
BRAND SEARCH VOLUME WILL
MATTER MORE

49. @tecmark
SENTIMENT

50. @tecmark
SOCIAL IN 2015

51. @tecmark
http://goo.gl/FlKUx5

52. @tecmark
NO DIRECT IMPACT ON SEARCH
RANKINGS
https://www.youtube.com/watch?v=udqtSM-6QbQ

53. @tecmark
BUT…
http://socialmarketingwriting.com/how-to-perform-seo-on-your-
website-with-social-media-infographic/

54. @tecmark
DIRECT INFLUENCE ON FANS.
DIRECT INFLUENCE ON SALES.

55. @tecmark
2015 OPPORTUNITY

56. @tecmark

57. @tecmark
• 300 million users

58. @tecmark
• 300 million users
• 20 million unique monthly mobile users

59. @tecmark
• 300 million users
• 20 million unique monthly mobile users
• 4% of European social sharing

60. @tecmark
CONTENT
MARKETING

61. @tecmark
THE LINE BETWEEN
BRANDS AND
PUBLISHERS WILL BE
EVEN MORE BLURRED

62. @tecmark
THERE WILL BE EVEN
MORE CONTENT TO
COMPETE WITH

63. @tecmark
BEING SEEN WILL BE
TOUGHER.

64. @tecmark
BUT THOSE GETTING
CONTENT MARKETING
RIGHT WILL LOWER
THEIR CPA.
http://offers.hubspot.com/2013-state-of-inbound-marketing

65. @tecmark
INNOVATION IS
ESSENTIAL

66. @tecmark

67. @tecmark

68. @tecmarkhttp://goo.gl/w6cvP

69. @tecmark
THE FILTER BUBBLE
http://www.thefilterbubble.com/

70. @tecmark
MORE PAID MEDIA
WILL BE USED TO
LEVERAGE
CONTENT
MARKETING

71. @tecmark

72. @tecmark
Online
Brand
Success
Paid
media
Owned
media
Earned
media

73. @tecmark
WE’LL SEE MORE OF
THIS…

74. @tecmark
GOOGLE PLAYING THE
COMPARISON SITE

75. @tecmark
GOOGLE COULD BECOME
A COMPETITOR FOR
YOUR AFFILIATES.

76. @tecmark

77. @tecmark

78. @tecmark

79. @tecmark

80. @tecmark
WHAT NEXT?

81. @tecmark
ODDS COMPARISON?

82. @tecmark
FIRST DEPOSIT BONUS
COMPARISON?

83. @tecmark
I’M NOT SAYING IT WILL
HAPPEN.

84. @tecmark
BUT IT COULD

85. @tecmark
AND GOOGLE HAS A
TRACK RECORD

86. @tecmark
2015 CHALLENGES &
OPPORTUNITIES

87. @tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site

88. @tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
• Paid linking tactics being hammered down on even more.
This presents a huge challenge in industries that have
historically relied on them.

89. @tecmark
CHALLENGES
• Google increasingly playing the role of the
comparison site
• More noise in the content landscape and an increased
need to compete effectively
• More screens. Higher consumer demand for speed.
Higher demand from Google for fast user experiences

90. @tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.

91. @tecmark
OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
• Google Plus. Google has to make this work and WILL.
Thus far, few companies are doing this particularly well.

92. OPPORTUNITIES
• Get mobile right and there’s way more to be had than
just a search boost.
• Google Plus. Google has to make this work and WILL.
Thus far, few companies are doing this particularly well.
• Content marketing, done right, lowers CPA and
increases loyalty

93. THANK YOU
FOR DETAILS email arputhaselvaraj@gmail.com