Presentation of Patrick C. Price, Managing Director of BlueGlass EMEA

1. Digital Marketing
Trends 2013
Patrick C. Price
CEO
20.02.2013

2. Digital Marketing Trends 2013
Mobile Semantic /
Structured
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3. Mobile
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4. Mobile Development
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5. Mobile Development
2014:
more internet users on mobiles than computers
Source: http://strategy.wikimedia.org/wiki/Mobile/Forecasts
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6. Mobile vs. Desktop usage
Source: http://tabtimes.com/feature/media/2012/09/13/financial-times-marches-different-app-drummer-embraces-html5-android
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7. Google Enhanced campaigns / Major AdWords Change
 Google introduces enhanced campaings and no longer differentiates
between mobile and desktop ads
 Means Google sees mobile as the future
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8. Google now
http://youtu.be/n2ZUSPecPRk
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9. What this means for you
 Think of mobile ways to use your site and
services
 Check the percentage of mobile traffic currently
to your site and compare with 6 months ago
 Cross-check Conversion Rates and Goals to
identify unused potential of your users
 Adapt layout to responsive design
 Geo-Tag all your location information using
schema.org
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10. Semantic & Structured
Data
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11. Google significantly changing it’s SERPs
www.google.ch
Rich Snippet
- Pictures
- Reviews
- Meta-Data (Date / Time)
Rich Snippet
Google Universal Search
- Google Image Search
Google Universal Search
- Google Video Search
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12. Google Knowledge Graph
http://www.google.com/insidesearch/features/search/knowledge.html
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13. Google Knowledge Graph
www.google.com
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14. Google Knowledge Graph
www.google.com
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15. Google Knowledge Graph
www.google.com
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16. Google Knowledge Graph
www.google.ch
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17. Google Knowledge Graph
www.google.com
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18. Status Quo - Switzerland
www.google.ch
OneBox Google Local
Results
Google Local &
Rich Snippets
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19. Google Authorship & Google+ Pages
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20. Google Authorship & Google+ Pages
Google+ Social Data
Google+ Profile Picture
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21. Google Authorship in Breaking News
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22. 7 Key Takeaways for Publishers & News Outlets
 Google+ should no longer be an afterthought for publishers. If you
aren’t using Google+ for your publication, you are missing out
 Go beyond Google News. Just because you are in Google News,
doesn’t mean you are covered. Think about maximizing your
touchpoints.
 The nimblest, or most agile outlets have another distinct
advantage. It doesn’t matter if they are the biggest or even the
most authoritative.
 Be descriptive and use multimedia (photos, videos, etc.) in your
Google+ posts.
 Implement rel=”publisher”. Want that nice little logo to show next to
your search listing? Make sure you have implemented rel=”publisher”.
 These results don’t last. If you look at the the SERPs for either of
these terms today, you will see something very different, and none of
the Google+ posts. Which leads me to one thing I am sure of…
 Google SERPs and Google+’s effect will continue to evolve, so pay
close attention. Breaking news events allows us great insight into
shifts, tactics, and updates. Watch closely, see what worked, and figure
out how you can make that work for your website or brand.
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23. Differentiation «Rich Snippets»
 Google Universal Search
- Integration Google Search Verticals
- Links to Content Elements
 Authorenprofile / rel=«author»
- Integration Google Plus Profile
- Links to Website and G+ Profile
 Structured Data / Microformats
- Integrates in SERPs
- Links to Website
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24. Facebook Graph Search
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25. Facebook Graph Search
 Search within your Social Graph
 Search within your Interest Graph
 Create combined searches
 Refined searches show things like:
– More pages they like – Videos of these people
– Photos of these people – Landmarks they’ve visited
– These people’s friends – Languages they speak
– Places where they’ve worked – Places they’ve lived
– Places where they’ve studied – Places they’re from
– Movied they’ve watched – Activities they like
– These people’s groups
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26. Facebook Graph Search
 Problematic Searches:
– Mothers of Jews who like Bacon
– Married men who like Prostitutes … und daran angehängt die
erweiterte Suche “These people’s spouses”
– Spouses of married people who like Ashley Madison
– Mothers of Catholics from Italy who like Durex
– Islamic men interested in men who live in Tehran, Iran
– Single women who live nearby and who are interested in men
and like Getting Drunk!
– Married Female who like BangWithFriends and in refinement
“These People’s spouses”
– People who like ’I hate Mc Donalds!’ and work at Mc Donald’s
– People who like Mc Donald’s and work at Burger King
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27. Facebook Graph Search
 Review your Facebook history and likes now!
 No matter what your privacy settings are, think of Facebook as
public
 Work through your profile to ensure you are confident with how you
appear
 Recheck your friends and disconnect from people you do not know
and have no connection to
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28. Take aways
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29. Take aways
 The ways digital information is consumed is changing rapidly
 In order to stay ahead of your competition, you should utilize the
new features offered by the various players
 Develop a content distribution strategy for your digital assets
 Engange with users and build your own outreach capabilities
 Think of your Company / Product as a Social entity
 Use Markups to help vertical search products get you listed
 If your on a tight budget remember:
«free» Traffic is better than «paid» traffic
 If in doubt, seek professional help in order to avoid making
mistakes, that might become more expensive fixing
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30. Danke für Ihre
Aufmerksamkeit
Idealizer AG
Kreuzbühlstrasse 1
CH-8008 Zürich
+41 (0)44 / 542 40 00
info@idealizer.ch
www.idealizer.ch
@idealizer
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