The Future of Digital Marketing is hosted by e-Strategy, one of the South West's leading Digital Marketing agencies. This event will explore new and emerging digital trends that will shape the way in which we engage with digital marketing. We will be covering hot topics such as Search, Content & Mobile and discussing how these disciplines are evolving. The future of Digital Marketing will identify the trends that matter and show you how you can seize these opportunities to increase ROI and gain market share.

1. The Future
of Search
D I G I T A L M A R K E T I N G
#DigitalTrends2013

2. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS
About Me:
Digital Director at e-Strategy
15 Years in Digital Marketing
Qualified Google Professional
Passionate about Digital

3. D I G I T A L M A R K E T I N G
#DigitalTrends2013
What’s Changed?
Digital Marketing Topics
1/
2/Rankings – Do they matter?
3/ Content, Content, Content
4/Social Signals
5/ Authority Matters
Social Integration6/
7/The User Experience
8/Are You Responsive?
9/The Rise of Paid Search
10/What Works (and what doesn’t)!

4. D I G I T A L M A R K E T I N G
#DigitalTrends2013
Traditional SEO tactics largely diminished in value
SEO is less tactics, more strategy
Integrated into broader marketing and
communications activity
Emphasis on brand development & social media
Focus on conversions, not rankings
User experience matters
What’s Changed?

5. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS
RANKINGS - Do they matter?
• Important but determined by authority, location
and user history
• What you see is NOT necessarily what your
user sees!
• Does Google recognise you as a brand?
• Review your keyword strategy – is it working?
• Focus less on rankings and more on the actions
that drive conversions

6. D I G I T A L M A R K E T I N G
#DigitalTrends2013
Telling stories is easy; getting them to scale is not!
Add value to your target audience
Content diversity (blogs, PR, video, infographics, images!)
Seek user generated content
Scale and share
Content,
Content,
Content

7. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS

8. D I G I T A L M A R K E T I N G
#DigitalTrends2013
What is a social signal?
• Share, like, tweet, comment, +1 = user
engagement
• User engagement = brand awareness
• Google likes ‘brand awareness’!
• Incentivise and reward
• Encourage users to engage and provide the tools
to enable them to do so
Social Signals

9. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS

10. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS
English Riviera 100 Campaign
219%
Referring traffic
Page engagement
219% 705%6,368
302.6
1,998
37.6
Post impressions Engagement
Case study
Like Increase
Start
End10,903
6,137
4,766
Entries
Subscribers 1321 (55%)
2409
TOTAL NUMBER OF
More than
1.4Mpeople reached
Over
200socially assisted
conversions

11. YOU matter!
It’s not just great content, it’s about authorship
Google values great authors
Great authors build brand awareness and
audience engagement
Leverage Google Authorship across all
content that you write
https://plus.google.com/authorship
Authority Matters
#DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS

12. D I G I T A L M A R K E T I N G
#DigitalTrends2013

13. Social Integration
Social sharing
Give them reasons to follow
Are your existing customers engaging with you?
The customer journey (checkout, support emails, offers)
Integrate social integration! (PR, offline, brochures, POS)
Open Graph Protocol – control what your audience sees
D I G I T A L M A R K E T I N G
#DigitalTrends2013

14. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS
Social footer examples

15. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS
Open graph protocol

16. #DigitalTrends2013 D I G I T A L M A R K E T I N G
The User Experience

17. D I G I T A L M A R K E T I N G
#DigitalTrends2013
Mobile is no longer optional
Is your website responsive &
cross-device compatible?
Analyse web statistics to analyse
your mobile visitor trends
* Source: http://www.thinkwithgoogle.co.uk/
Are you responsive?
of people with a
smart phone use it
to access the web*
31%
of users have
made a mobile
purchase*
93%
of users performed
a search on a
mobile device after
seeing an offline ad*
56%

18. #DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS
OPTIMAL VIEWING
EXPERIENCE FOR
YOUR DEVICE

19. • Remarketing
• Affinity Segments
• Lightbox Ads
• Dynamic Search Ads
What’s New in
PAID SEARCH
#DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS

20. Powerful Facebook
AD TOOLS &
F E A T U R E S
• Ad Retargeting
• Custom Audiences
• Lookalike Audience
#DigitalTrends2013 D I G I T A L M A R K E T I N G
THE HOME IMPROVEMENT SPECIALISTS

21. D I G I T A L M A R K E T I N G
#DigitalTrends2013
Custom Google Analytics Dashboards
Monitor visitor usage trends
Ensure goal and e-commerce tracking is in place
Assign values to leads
Analyse and evaluate
Multi-channel tracking and attribution
WHAT WORKS
(and what doesn’t)
UNDERSTANDING

22. D I G I T A L M A R K E T I N G
#DigitalTrends2013
VISIT OUR WEBSITE AT
www.e-strategy.net
Thank you