The document provides an overview of digital marketing trends for 2012. It discusses trends in search engine optimization, paid search, email marketing, display advertising, social media marketing, mobile marketing, and emerging technologies. Key points covered include the impact of Google's Panda algorithm updates on SEO, the rise of Bing in paid search, the growing importance of mobile-friendly design for email marketing, the growth of real-time bidding in display advertising, increased use of social media by businesses, and the rising popularity of tablets and voice search.

1. DIGITAL FORECAST: Bringing 2012 Digital Marketing
Trends Into Focus
November 2, 2011
Christy Belden, Vice President, Media + Marketing

2. Christy Belden 2
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 years
The Courier-Journal
University of Louisville
SEMPO-Certified
Google AdWords Individually
Certified
Christy knows marketing.
PPC, SEO, social
media, email, mobile, traditional—she‘s
been there and done that. She
continues to build a deep well of
experience and is always in touch with
the trends and strategies that provide a
solid return on clients‘ investments.

3. LeapFrog Interactive 3
Twitter: @LFI
#Trends2012
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog

4. Agenda 4
+ Search Engine Optimization (SEO)
+ Paid Search (PPC)
+ Email Marketing
+ Display Advertising
+ Social Media Marketing
+ Mobile Marketing
+ Emerging Trends & Technologies
+ Marketing Budgets

5. Search Engine Optimization

6. SEO 6
Did you know…?
42% of all searchers click on the top-ranked result
62% click on a page-one result
80% of unsuccessful searches are followed by a new
keyword search

7. SEO Update 7
Google Panda
February: Panda released in U.S. in order to improve quality of search results, impacting
about 12% of search results
April: Panda 2.0 rolled out to all English queries worldwide &
allowed users to ―block‖ sites from SERPs
May 2.1 update: another round of minor algorithm changes
June 2.2: Panda updates occurred separately from the main
index & not in real-time
July 2.3: update to Panda data and ranking factors
August 2.4: Google rolled Panda out internationally, both for English-language queries
globally & non-English queries, except for Chinese, Japanese, & Korean. Impact: 6-9%
September: Panda 2.5
Source: Google Algorithm Change History, SEOmoz,
http://www.seomoz.org/google-algorithm-change

8. SEO - 2012 8
Make Panda Happy
Source: What in the name of Google is a ―Panda‖ – infographic,
http://cognitiveseo.com/blog/80/what-in-the-name-of-google-is-a-panda-infographic/

9. SEO - 2012 9
Panda – Now What?
+
Source: Google Panda, AttachMedia,
http://blog.attachmedia.com/wp-content/uploads/2011/08/Google_Panda_ingles1.jpg

10. SEO Trends 10
SEO
What is your focus for on-site SEO
development & improvement…
Content?
Social media?
Site architecture?
All of the above?

11. SEO Trends 11
Content, Content, Content
Source: Infographic Why Content for SEO?, Brafton
http://www.brafton.com/infographics/why-content-for-seo

12. SEO Trends 12
Social Impact
Source: Infographic Why Content for SEO?, Brafton
http://www.brafton.com/infographics/why-content-for-seo

13. SEO - 2012 13
SEO Forecast
Source: Infographic Why Content for SEO?, Brafton
http://www.brafton.com/infographics/why-content-for-seo

14. Paid Search (PPC)

15. Paid Search Trends 15
Ad Extensions
+ Location extension
+ Sitelinks
+ Product extension

16. Paid Search Trends 16
Source The Future of Paid Search – Google, Bing or something else, State of Search,
http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

17. Paid Search 17
Did you know…?
By 2016, paid search is expected to grow
by 75%to become a $61.1 billion industry.
Source The Future of Paid Search – Google, Bing or something else, State of Search,
http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

18. Paid Search 18
Google vs. Bing
Where do you run your paid search campaigns…
Google?
Bing?
Somewhere else?

19. Paid Search Trends 19
The Rise of Bing
Source The Future of Paid Search – Google, Bing or something else, State of Search,
http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

20. Paid Search Trends 20
The Rise of Bing
Source The Future of Paid Search – Google, Bing or something else, State of Search,
http://www.stateofsearch.com/the-future-of-paid-search-google-bing-or-something-else/

21. Email Marketing

22. Email Marketing 22
Did you know…?
There are nearly 3 times as many email accounts
as there are Facebook and Twitter accounts combined.
Daily activity for email: 188 billion messages
Twitter: 140 million tweets
Facebook: 60 million updates
Source: The Value of Email, SmarterTools,
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

23. Email Marketing Trends 23
Email Marketing
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php

24. Email Marketing Trends 24
Did you know…?
88% of B2C firms currently use email marketing, with
another 10% planning to use it before December 2011.
71% of B2B firms use email marketing.
94% of daily email users subscribed to marketing messages.
Sources: Forrester. "How US Marketers Use Email" (2011)
ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)

25. Email Marketing Trends 25
Did you know…?
66% of marketers are integrating social media
with their email marketing campaigns.
Source: Flowtown, http://www.mobilemarketingwatch.com/wordpress/wp-
content/uploads/2010/08/Infographic-Mobile-Combined-With-Email-Social-Media-To-Create-

26. Email Marketing Trends 26
Social Integration
+ Invite email subscribers to connect with brand/company on social properties
+ Increase interaction with customers in multiple channels
- Generally leads to customers who purchase more often & spend more
Source: The Number One Way to Connect Your Email and Social Media
Marketing, theemailguide.com, http://www.theemailguide.com/email-marketing/the-number-one-
way-to-connect-your-email-and-social-media-marketing-by-karen-talavera-syncmarketing/

27. Email Marketing Trends 27
Mobile Design
Do you access email on your mobile phone or device?

28. You‘re Not Alone
28
Source: http://assets.econsultancy.com/images/0001/1316/eD-MobileEmail-Infographic-gc.png

29. Email Marketing 2012 29
Source: http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/

30. Email Marketing 2012 30
Source: Anatomy of a Perfect Mobile Email, Marketing Tech Blog,
http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/

31. Email Marketing 2012 31
Source: Anatomy of a Perfect Mobile Email, Marketing Tech Blog,
http://www.marketingtechblog.com/external/http://litmus.com/blog/anatomy-mobile-email/

32. Display Advertising

33. Display Advertising Trends 33
Did you know…?
Nearly 1.1 trillion ads were
served in the 1st quarter of 2011.
81% of online news users do not mind
ads because it allows the content to be free.
Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community
http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-and-How-
People-Feel-About-It.jpg

34. Display Advertising Trends 34
Did you know…?
U.S. online display ad spending is predicted
to surpass search ad spending by 2015.
Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011,
http://www.emarketer.com/PressRelease.aspx?R=1008432

35. Display Advertising Trends 35
Did you know…?
By 2015, banner ad spending is
expected to reach $11.73 billion.
Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011,
http://www.emarketer.com/PressRelease.aspx?R=1008432

36. Display Advertising Trends 36
Social Ad Endorsement
+ Users endorse an ad to friends & contacts
+ Change the way people view advertising by adding personal recommendations,
increasing power of the ad
Google +1 Button
Digg ―Diggable‖ Banner Ads
Facebook Like-able Ads

37. Paid Search Trends 37
Paid Search
Do you buy ads on social properties
such as Facebook?

38. Display Advertising Trends 38
Social Media Ads on the Rise
Source: Online Advertising and How People Feel About It (Infographic), Business 2 Community
http://c759930.r30.cf2.rackcdn.com/wp-content/uploads/2010/07/Online-Advertising-and-How-
People-Feel-About-It.jpg

39. Display Advertising Trends 39
Social Media Ads on the Rise
Source: The Rise of Social Network Ad Spending,
http://www.flowtown.com/blog/the-rise-of-social-network-ad-spending?display=wide

40. Display Advertising 40
Real Time Bidding – What Is It?
+ Auction model with dynamic bidding at the impression level
+ This means that an ad buyer, through the platform of their choice, can differentially value
each individual opportunity to buy an ad impression in real time. Imagine accepting or
rejecting each individual ad impression in your media plan!
Benefits
+ Cost efficient
+ Yield management
+ Actionable insights
+ Retargeting
+ Creative optimization
+ Performance
Source: Real-Time Bidding: What It Is and Why It Matters, ClickZ
http://www.clickz.com/clickz/column/1694922/real-time-bidding-what-it-is-why-it-matters

41. Display Advertising 41
Real Time Bidding
44% of publishers sell display ad inventory via real time bidding
17% of global display revenue is from real time bidding
68% of ad networks are investing in real time bidding technology
37% of ad networks are currently using real time bidding for buying and selling
Source: Publishers survey shows the growth of real-time bidding, Econsultancy,
http://econsultancy.com/us/blog/8169-publishers-survey-shows-the-growth-of-real-time-bidding-rtb

42. Social Media Marketing

43. Social Media Marketing 43
Messaging Changes
+ More than just ‗stream of consciousness‘ posting
+ Brands moving toward –
+ Promotion messaging
+ Customer / fan engagement
+ Personification of products

44. Social Media Marketing 44
LinkedIn Company Profiles
+ Company posting ability
- Share latest company news directly to followers
- Supports URLs with multimedia
- New way to build engagement with customers, prospects and potential employees

45. Social Media Marketing 45
Google+ Company Profiles
Example: Ford Motor Company
https://plus.google.com/s/ford#114277687548103339609/posts

46. Social Media Marketing 46
Did you know…?
Social media adoption among U.S.
small businesses has tripled since 2008.
61% of small business owners use social media
to identify and attract new customers.
Source: Past, Present and Future of Blogging Infographics,
http://www.jeffbullas.com/2011/09/16/past-present-and-future-of-blogging-3-infographics/0

47. Social Media Marketing Trends 47
Social Media
How many of you use social media for
your B2B company or firm?

48. Social Media Marketing 48
Business to Business
86% of B2B firms are using social media.
B2B spending on interactive marketing is expected to double in 5 years.
Source: The State of B2B Social Media Marketing [Infographic],
http://mashable.com/2010/11/11/b2b-social-media-marketing-infographic/

49. Emerging Trends & Technologies 49
Social Business
+ Meta-trend comprising of several components:
- Social media
- E-commerce
- Social technology
+ Designed out of emerging cultural change and outreach fostering a unique and effective
collaboration at the enterprise level.
Source: Let‘s Get Down to Social Business, Garious,
http://garious.com/blog/wp-content/uploads/2011/10/social-business-infographic.jpg

50. Mobile Marketing

51. Mobile Marketing 51
Did you know…?
By 2013…
80% of major U.S. brands
will be using mobile marketing.
Smartphone users are predicted
to reach over 60 million.
Source: Digital Marketing Budgets, Garious,
http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg

52. Mobile Marketing 52
Did you know…?
80% of searchers research online
before purchasing in a 10-20 mile radius.
Source: The Local Mobile Search, One Mobile Media
http://onemobilemedia.com/blog/the-local-mobile-search/

53. Mobile Marketing 53
Local Mobile Search
Source: The Local Mobile Search, One Mobile Media
http://onemobilemedia.com/blog/the-local-mobile-search/

54. Mobile Marketing 54
Mobile Wallets & NFC
Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit
Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-goodbye-wallets-
how-mobile-payments-are-becoming-the-new-credit-card/

55. Mobile Marketing 55
Mobile Wallets & NFC
Source: G+ Infogrpahic: Goodbye Wallets! How Mobile Payments are Becoming The New Credit
Cards, Column Five, http://columnfivemedia.com/work-items/gplus-infographic-goodbye-wallets-
how-mobile-payments-are-becoming-the-new-credit-card/

56. Mobile Marketing 56
Mobile Wallets & NFC
VIDEOS
http://www.youtube.com/watch?v=DsaJMhcLm_A - Google Wallet
http://www.youtube.com/watch?v=7EIyAolD2JE - Isis

57. Mobile Trends 57
Mobile Marketing
Do you use a tablet device for work-related activities?
For personal use as a consumer?

58. Mobile Marketing 58
Tablets
2012 – more tablets will sell per year than
notebook laptops
2014 – 1 in 5 consumers will own a tablet
Sources: Tablets at Work: State of the Tablet Infographic, GottaBeMobile, http://www.gottabemobile.com/2011/08/17/tablets-at-work-
state-of-the-tablet-infographic/
The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png

59. Mobile Marketing 59
Tablets – Business Adoption
Source: Tablets at Work: State of the Tablet Infographic, GottaBeMobile,
http://www.gottabemobile.com/2011/08/17/tablets-at-work-state-of-the-tablet-infographic/

60. Mobile Marketing 60
Tablets – Usage Breakdown
Source: The State of Tablet Adoption at Work, http://venturebeat.files.wordpress.com/2011/10/tablet_adoption_infographic.png

61. Future of Mobile Marketing Spend 61
Source: Digital Marketing Budgets, Garious,
http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg

62. Mobile Marketing 62
Voice Search
+ Changing the way consumers search
- ―Burger Restaurants Louisville‖ vs. ―Any good burger joints around here?‖
- ―weekend weather Louisville‖ vs.
―Will it be sunny this weekend in Louisville?‖
+ Businesses should be aware & consider changes
to SEO strategy to include:
1. How consumers type search on
a mobile browser
2. How consumers ask questions

63. Emerging Trends & Technologies

64. Emerging Trends & Technologies 64
Video Ads
Expected ad spending -
+ 2012: $3.09 billion
+ 2013: $4.20 billion
+ 2014: $5.64 billion
+ 2015: $7.11 billion
+ Spending to surpass classifieds
and directories in market share
by 2013.
Source: eMarketer, Online Advertising Market Poised to Grow 20% in 2011,
http://www.emarketer.com/PressRelease.aspx?R=1008432

65. Emerging Trends & Technologies 65
Digital Signage
+ In-store displays – convenience stores, retail, grocery stores
+ Building lobby signage
+ Digital menu boards
+ Storefront signage
+ Mass transit signage – bus & subway
+ LED Video – scoreboards
+ Interactive signage – text-to-screen
+ Digital billboards
Source: Digital Signage: How it Affects Our Everyday Life, Digital Ad Tech,
http://digitaladtech.com/Blog/wp-content/uploads/2011/10/digitalsignage-infographic.png

66. Emerging Trends & Technologies 66
Digital-Out-Of-Home Advertising
+ More than signage – interaction with the consumer while providing an advertising
message

67. Emerging Trends & Technologies 67
Digital-Out-Of-Home Technology
HCPH DOOH Video - http://www.youtube.com/lfiagency

68. Marketing Budgets

69. 2011 Spending Focus 69
Source: Digital Marketing Budgets, Garious,
http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg

70. 2012 Digital Marketing 70
Source: Digital Marketing Budgets, Garious,
http://garious.com/blog/wp-content/uploads/2011/10/digital_marketing_budget_trends_2012_infographic.jpg

71. What‘s Next?

72. What‘s Next? 72
Do you dive right in?

73. What‘s Next? 73
Make the Biggest Splash
Thinking about using new trends & technologies in 2012?
+ Be sure those you use fit into your company‘s overall marketing plan and strategy

74. Questions?