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2015's Biggest Digital Marketing Trends | Private School & Summer Camp Marketing

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Marketing and advertising private schools and summer camps has gone digital. Every parent considering a program for their kids will turn to Google to do their research, looking for reviews and trusted sources as third party referrals or testimonials. Not only can online advertising generate quality leads for your camp or private school, marketing kids programs in the right online spaces can support your brand message and move a prospect down the ‘consideration funnel’ so they feel confident they are making the right choice.

This presentation provides an overview of how Google is changing their mobile search algorithm in April 2015, and the significant impact it can have on your online visibility in google search. Plus, it includes a list of the best digital marketing trends for private schools and summer camps in 2015.

Google is the king of online marketing, and when they make changes, we need to listen or we’ll be left behind. Originally presented at the Our Kids Marketing Academy Seminar by Agnes Stawicki. More presentations and on demand webinars available at http://www.ourkidsmedia.com/marketing

Veröffentlicht in: Marketing
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2015's Biggest Digital Marketing Trends | Private School & Summer Camp Marketing

  1. 1. Shifts in Digital Marketing Agnes Stawicki @ourkidsnet #MktgAcademy
  2. 2. The more we learn about how consumers make decisions, the more we learn we don’t know.!
  3. 3. overview !  Google’s new algorithm! !  Trends in digital marketing! !  content! !  advertising! !  mobile! !  visual! !  data!
  4. 4. Google !  GOALS! !  Reward great content! !  Make searchers happy! !  Keep searchers coming back to Google! ! !
  5. 5. Google !  UPDATES! !  Panda – low quality or thin content (Sept 2014)! !  Penguin – spam backlinks (Oct 2014)! !  Pigeon – distance ranking (Dec 2014)! * Updates to ranking are not in real-time.! ! What was the impact?!
  6. 6. Google !  UPDATES! !  Panda – low quality or thin content (Sept 2014)! !  Penguin – spam backlinks (Oct 2014)! !  Pigeon – distance ranking (Dec 2014)! * Updates to ranking are not in real-time.! ! Now what?!Impact:  12%  
  7. 7. Google “This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”! — Google webmaster central blog! !
  8. 8. Google “This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”! — Google webmaster central blog! ! Impact:  40  -­‐  60%  
  9. 9. Google !  Page specific not website wide! !  Operates in real-time (every crawl)! !  Uses same signals as desktop rank, but may evolve to be device specific! !  App indexing for Android apps has started! ! “We will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed. As a results, we may now surface content from indexed apps more prominently in search” – Google Webmaster Central Blog!
  10. 10. mobile friendly !  Buttons & text spacing! !  Large readable font! !  No content larger than screen! !  Meta viewpoint set! www.google.com/webmasters! /tools/mobile-friendly/!
  11. 11. mobile optimized !  Site speed (70+)! !  Optimize image size! !  Avoid redirects! !  Minimize java and flash! www.google.com/webmasters/! tools/mobile-usability! ! developers.google.com/! speed/pagespeed/insights/!
  12. 12. Google predictions !  Non-optimized pages will virtually drop from mobile rankings and possibly desktop ranking! !  Any page lacking mobile optimization will cease to rank for head terms! !  SERP results on page 1 for long tail keywords above a certain search frequency threshold will feature mobile friendly pages only! Neil Patel KISSmetrics, CrazyEgg, Hello Bar !
  13. 13. mobile to do !  Make your website mobile friendly! !  Address mobile usability issues (using webmaster tools)! !  Check websites you are investing with! !  Are they mobile friendly?! !  What are they doing to update! !  Monitor your metrics! ! !
  14. 14. “If the pace of change unnerves you, there is no consolation. Things will only get faster. And for those who resist the change rather than embrace it, there will be no forgiveness. Their destiny is to be pushed aside and forgotten. That is the brutal truth.” — Martin Baron, Executive Editor, Washington Post
  15. 15. digital trends !  Content marketing! !  Digital advertising! !  Mobile growth! !  Visual marketing! !  Use of data!
  16. 16. trends content !  Need for high quality writing! !  Increased consumer skepticism! !  Google ranking facts vs backlinks! ! !  Requirement to provide real value! !  Families doing more research online! !
  17. 17. trends content !  What can you do?! !  Provide stats about your programs! !  Be transparent, don’t hide information! !  Write your own relevant content! !  Answer questions on forums! !  Personalize content/emails! !
  18. 18. trends ads !  Paid amplification! !  the use of advanced targeting networks to amplify your visibility! ! !  Native advertising! !  advertising that matches the form or function of the platform on which it appears.! !
  19. 19. trends ads !  Native advertising ! !  long-form articles or blog posts ! !  captioned photos! !  video’s that aim to inform, entertain & inspire! !  expert speaker! ! Students at Ottawa’s Westboro Academy receive a fully bilingual education.
  20. 20. trends ads Remarketing! Target advertising to a specific group of website visitors!
  21. 21. trends mobile !  Increased search via mobile! !  Google awards responsive design with high rank! !  Understand mobile ad formats! ! !  More devices are becoming mobile! !  TV’s, appliances, wearables! !  Always on advertising! ! !  Google returning Android app content! !
  22. 22. trends visual ! !  Visual influencers! !  Continued growth of instagram, pinterest and youtube! ! !  Video ads ! !  Ad spends on video expected to double! ! !
  23. 23. Make the customer the hero of your story!
  24. 24. trends data !  Cross device tracking and attribution are crucial to success! !  Linking offline and online! !  Use of CRM data to track sources! !  Less focus on click through rates (CTR)! !  High focus on engagement! ! !
  25. 25. trends data The  Introducers   Which  channels  seed  and   capture  interest  of   shoppers?   The  Influencers   Which  channels  provide   frequency  and  reinforce  the   message?   The  Closers   Which  channels  and   networks  contribute  the   most  to  conversions?   A<ribu=on  helps  analyze  how  effec=ve  marke=ng  channels  are  at  impac=ng  business.  
  26. 26. in summary !  Valuable & factual content will rise in Google search results! !  Families are looking for real value (and answers) from brands. They will turn to trusted sources! !  Paid amplification of content will be used as advertising! !  Native advertising will begin to dominate due to high engagement rates! !  Mobile is already important, and video will become very important ! !  Data collection will only grow, but understanding how each source contributes to the consumer lifecycle is critical!
  27. 27. Psychological studies show the simple exposure to a brand & logo creates familiarity, which builds trust and makes consumers more likely to take action and ‘buy’. Even if there is no immediate purchase, branding through repeat exposure pays off in the long run.
  28. 28. "       Webinars   "       Checklists   "       Case  Studies   "       Tip  Sheets    

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