Our end of year digital review looked at the key events and trends in 2013 and what will happen in 2014. 2013 has been an interesting year. Mobile has become an even more dominant force and challenging companies to rethink their digital strategies. We've also seen significant changes in search with Penguin and Hummingbird, and in social media as these platforms seek to create new income streams with advertising. The presentation covers: Mobile Search Analytics Email Advertising Social

1. WELCOME TO:
END-OF-YEAR DIGITAL REVIEW

2. WE’RE TALKING ABOUT…
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2013 predictions
Mobile
Search
Analytics
Email
Social
2014 predictions

3. PREDICTIONS IN 2013

4. 2013
"THE END OF THE DIGITAL BEGINNING" - MARKETING NOT DIGITAL MARKETING
TRUE CROSS-CHANNEL MARKETING - RIGHT MESSAGE AT THE RIGHT TIME
CONTENT IS KING – ESPECIALLY FOR B2B
3D PRINTING TO REVOLUTIONISE THE WORLD
BIG DATA BREAKTHROUGHS
GOOGLE+ TO BECOME MORE RELEVANT
VISUAL CONTENT TO DRIVE SOCIAL MEDIA ACTIVITY

5. MOBILE

6. UK MOBILE LANDSCAPE
OVER 30 MILLION SMARTPHONES = 60% OF ALL PHONE USERS = 48%
OF THE POPULATION
3 OUT OF 4 ADULTS BY 2016
56% OF SMARTPHONE OWNERS ALSO OWN A TABLET
44% OWN A SMARTPHONE, TABLET AND LAPTOP
FASTEST GROWING GROUP
55+

7. SAMSUNG V APPLE
8/10 PHONES SOLD USE ANDROID
AS THEIR OS
APPLE‘S SHARE IS DECREASING
1BTH APP DOWNLOADED

8. THE GROWTH IN MOBILE

9. THE GROWTH IN MOBILE
Mobile traffic in ExaBytes
6.3
Mobile traffic grew 150% from 2010-2011
Mobile traffic will grow 2,525% in six years
3.8
2.2
0.24
2010
0.6
1.2
2011
2012
2013
http://www.datacenterknowledge.com/archives/2011/02/07/the-mobile-traffic-explosion-and-its-impact/
2014
2015

10. FOR 2014…
• Monitor mobile traffic – growth will start to hit you
• Plan for it. Think about if you need:
– Mobile site/responsive design
– App
• Remember cross-platform user engagement

11. SEARCH

12. ALGORITHM UPDATES 2013
Payday Loan
Update
11th June
Phantom
9th May
Multi-week
Update
27th June
Domain
crowding
21st May
Panda #24
22nd Jan
JAN
Knowledge Graph
expansion
19th July
JUNE
Panda #25
14th March
Penguin
2.0
nd May
22
Panda
Dance
11th June
Unnamed
update
14th Nov
Hummingbird
20th August
DEC
Unnamed
update
26th July
Panda
Recovery
18th July
Penguin
2.1
4th October

13. PENGUIN
PENALISED OVER-OPTIMISED BACKLINKS
CAN FIGHT IT BY REVIEWING AND AMENDING BACKLINKS
ONLY BUILD HIGH-QUALITY, RELEVANT BACKLINKS

14. HUMMINGBIRD
BIGGEST CHANGE IN 10 YEARS – NEW ALGORITHM
MORE ACCURATE – CONVERSATIONS, MOBILE, LOCAL
YOU MAY NOT SEE A CHANGE IF YOU ARE ALREADY ADHERING TO
GOOGLE’S QUALITY GUIDELINES

15. “hotels Spain”
“HOTEL” IS NO
LONGER USED AS
A QUERY
“what are the best Barcelona hotels to stay in”

16. GOOGLE VOICE SEARCH
http://www.youtube.com/watch?v=n2ZUSPecPRk

17. SEO FUNDAMENTALS
On page optimisation
Quality website
Quality content
“IN GENERAL, WEBMASTERS CAN IMPROVE
THE RANK OF THEIR SITES BY CREATING
HIGH-QUALITY SITES THAT USERS WILL
WANT TO USE AND SHARE.”

18. CHANGES TO SERPS
More information on topics upfront
Details on how to achieve this status
are on:
http://googlewebmastercentral.blogs
pot.co.uk/2013/08/in-depth-articlesin-search-results.html

19. CHANGES TO SERPS
Knowledge Graph
integrates with Google+
Recent posts

20. FOR 2014…
• There will be Algorithm changes – follow quality guidelines
• Paid search should be part of your budget
• Keep your Google business and Google+ page up-to-date
• Try to understand website conversion/ engagement rates – Google is
using this as a factor in its algorithm
• Keep your website up-to-date and fresh

21. ANALYTICS

22. RISE OF (NOT PROVIDED)
75%
OF ORGANIC SEARCH – LIKELY TO BE 100% IN THE FUTURE
GOOGLE IS PUSHING USERS TO PAID SEARCH
OTHER SEARCH ENGINES ARE AVAILABLE!

23. WHAT CAN I DO?
LOOK AT PAGE PERFORMANCE:
• TRAFFIC VOLUMES
• BOUNCE RATES
CHECK RANKINGS REGULARLY
USE ADWORDS DATA FOR VOLUME INFORMATION
USE GOOGLE TRENDS

24. UNIVERSAL ANALYTICS
CHANGE IN THE WAY DATA IS COLLECTED – HAS ALLOWED GOOGLE TO
ADD NEW FEATURES
MORE FLEXIBLE – CAN MANIPULATE CODE
COLLECT DATA FROM ANY DIGITAL DEVICE, E.G. GAMES CONSOLES
GOOGLE IS LOOKING BEYOND THE WEB

25. R.I.P. IE8
NO SUPPORT IN GOOGLE ANALYTICS FROM 2014

26. FOR 2014…
• Get to grips with Universal Analytics
• Combine sources to understand what keywords are working
• Monitor international traffic
• Keep an eye on traffic sources – understand where your clients are
finding you

27. EMAIL

28. EMAIL ISN’T DEAD
GETS MORE CUSTOMERS THAN SOCIAL MEDIA
POWERFUL REFERRAL TOOL

29. RESPONSIVE EMAIL
50%

30. WHY EMAIL?

31. WHY EMAIL?

32. FOR 2014…
• Keep emailing
• Get responsive

33. ADVERTISING

34. CROSS-DEVICE CONVERSIONS

35. ADWORDS IMAGE EXTENSIONS

36. ADWORDS READY CREATIVES

37. TWITTER - PROMOTING

38. TWITTER ANALYTICS

39. CREATING REVENUE

40. FOR 2014…
• Put budget aside for advertising
• Experiment with different types to gain valuable data

41. SOCIAL

42. IMAGES TREND
Snapchat
Embedded tweets
70 million users
80% women
Outperforms Facebook for
referrals

43. INSTANT MESSAGING
THE NEW TREND

44. INSTANT MESSAGING
Path
Kik
WhatsApp
LINE
KakaoTalk
Viber
Snapchat
5-10 million
10-50 million
100-500 million
50-100 million
50-100 million
100-500 million
10-50 million

45. SEARCH WITH A HASHTAG
#UNFAIR?

46. ENHANCING CONTENT
Pinterest and Yahoo ! are hiring senior
content/news executives
Expanded article pins gives written
content more prominence

47. GOOGLE+
• New sharing pins
• Redesigned itself
• Gaining more users though
doubts over the figures of
actual users

48. GOOGLE+ REDESIGN

49. GOOGLE+ YOUTUBE COMMENTS

50. GOOGLE+ IN ASCENDANCE

51. VINSTAGRAM

52. LINKEDIN SHOWCASE PAGES
Use them to highlight
specific areas of your
business
Content driven

53. LINKEDIN RICH MEDIA
Can now add video, images
and presentations
Share content with contacts
Demonstrate skills and
experience

54. FOR 2014…
• Remember the importance of images
• Get your Google+ house in order

55. PREDICTIONS

56. 2014
“REAL-TIME MARKETING" – RESPONDING AS THINGS HAPPEN
MOBILE WILL DOMINATE SOCIAL
SOCIAL AD SPEND WILL ROCKET
MYSPACE WILL RETURN
IMAGES V TEXT – MORE IMAGES WILL BE SHARED THAN WORDS
CHIEF CONTENT OFFICER – CONTENT TAKES ITS PLACE AT THE TABLE
GOOGLE+ WILL BECOME ESSENTIAL FOR B2B

57. TIPS FOR 2014
MOBILE – CHECK TRAFFIC REGULARLY, LOOK FORWARD, PLAN
SEARCH – ALLOCATE BUDGET FOR ADS
ADVERTISING – EXPERIMENT
CONTENT – HIGH-QUALITY, FORMAT FOR THE CHANNEL
GOOGLE+ - IF YOU’RE NOT USING IT, START

58. THANKS FOR LISTENING 

59. RECOMMENDED READING
Google Penguin 2.0 Launched
http://www.minttwist.com/blog/2013/05/31/google-penguin-2-0-launched/
Google Hummingbird: What will the impact be on my company's website?
http://www.minttwist.com/blog/2013/11/12/google-hummingbird-what-will-the-impact-be-on-my-companys-website/
When Keyword (not provided) is 100 Percent of Organic Referrals, What Should Marketers Do?
http://moz.com/blog/100-percent-keyword-not-provided-whiteboard-tuesday
Which Version of Google Analytics Is Right For You?
http://www.cardinalpath.com/which-version-of-google-analytics-is-right-for-you-determine-whether-you-should-upgrade-touniversal-analytics/
Smartphone sales account for more than half of global mobile phone market
http://www.telegraph.co.uk/technology/mobile-phones/10448819/Smartphone-sales-account-for-more-than-half-of-globalmobile-phone-market.html
Google In-Depth Articles Goes Live, Here Is How To Be Included
http://www.seroundtable.com/google-in-depth-articles-17191.html

60. RECOMMENDED READING
Google Starts Supporting Google+ Hashtags In Search Queries
http://techcrunch.com/2013/09/25/google-starts-supporting-google-hashtags-in-search-queries/
Stream Social Q2 2013: Global Report
https://www.globalwebindex.net/Stream-Social-webinar
Create beautiful, engaging display ads in seconds with Ready Creatives
http://adwords.blogspot.co.uk/2013/09/create-beautiful-engaging-display-ads.html
Experts outline key brand marketing trends in 2014
http://www.theguardian.com/guardian-professional/media-network-blog/2013/nov/27/experts-brand-marketing-trends-2014
What Will Be Trending in Social Marketing in 2014?
http://socialmediatoday.com/stephen86/1946926/what-will-be-trending-social-marketing-2014
The Top 7 Content Marketing Trends That Will Dominate 2014
http://www.forbes.com/sites/jaysondemers/2013/10/08/the-top-7-content-marketing-trends-that-will-dominate-2014/3/