Marketing tips and marketing trends for privates schools, summer camps and kids programs about marketing to moms in Canada. [Our Kid Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]

1. Advertising & Marketing
Trends 2014
Agnes Stawicki
#mktgacademy
@mktgacademy

2. There was a
time when a
‘tablet’ meant
this.

3. Not this.

4. There was a time when brands
didn’t really exist.

5. … let alone have
devoted fans like this

6. Source: Hubspot.com

7. Content
 What does advertising look like today?
 7 trends for 2014






Content
Social
Simple
Mobile
Retarget
SEO
 Summary

8. Where are we now?

9. Information overload
 There are 2.69 billion web pages worldwide.
 100 hours of video are uploaded to YouTube
every minute.
 200 million active twitter users, 400 million tweets
sent daily.
 Every 2 days we create as much information as
we did from dawn until 2003.
Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,

10. High expectations
 53% of consumers expect an immediate
response to a tweet within an hour. 72% if the
tweet is a complaint.
 47% of consumers expect a web page to load in
2 seconds or less.
 Consumer expectations have increased by 24%
over the past 15 years
Sources: Marketingland.com, tonyvidler.blogspot.com, Forbes.com

11. A marketer’s view
 76% of marketers think there has been more
change in the past 2 years than the past 50.
 Only 9% strongly agree with the statement “I
know our digital marketing is working”
 Digital marketing strategies are in constant cycle
of trial and error.
 Most marketers do not have formal digital
training. 85% learn it on the job.
Source: Adobe -Digital Distress: What keeps marketers up at night?

12. Trends for 2014

13. Where do we go from here?
① Content
② Social
③ Simple
④ Mobile
⑤ Retarget
⑥ SEO

14. ① Content

15. Storytelling
 People love marketing that is more about
their needs than the brand’s needs.
 Something they trust.
 The right information at the right time.
 Create something people want to consume.
 Go where your audience is.
 Answer questions.

16. Integrated campaigns
 Repetition is the mother of branding.
 The more consistent you are the more
recognizable you are.
 Consistency creates a sense of stability and trust.
 Consumers need to see, hear, read your
marketing message 7 times before they take
notice.

18. Use consistent imagery & messaging

19. Use consistent imagery & messaging

20. Who said it?
 Be remarkable
 Boredom ends here
 The educational journey of a lifetime
 Simply smarter
 Fun lives here
 A place to learn. A time to grow.
 Be yourself. Be great.

21. ② Social

22. Moms
are
social

23. Why it is important
 Customers expect you to be on social. They will look
for you and for a conversation.
 Social networking is the #4 most popular mobile
activity
 78% of sales are won by the company that responds
first.
 Apps link multiple networks together to easily share:
Instagram + twitter + facebook + Tumblr + Flickr
 CRM solutions are beginning to integrate social
activity

24. On the horizon
 Twitter and Instagram advertising
 Increased facebook ad targeting and new ad sizes
 Sponsored posts
 Facebook feed ads
 Video ads
 Remarketing
 A change in how we use platforms (facebook down,
twitter up.. etc)

26. ③ Simple

27. How do we stand out?
 We see 250 to 20,000 marketing messages every
day.
 There are more than 500 social media networks
 People are busy
 People only care about themselves

28. Less is more
 Image centric content (instagram, pinterest)
 Simplistic messaging
 Easy to digest pieces of information (infographics)
 Emotional engagement

29. Banner ad examples

30. Great
content.

31. ④ Mobile

32. The importance of the
mobile channel
 In Canada, by 2014, there will be 14.8 million
smartphones activated
 73% of Canadians use their mobile device daily
to access the Internet
 By 2014, more people will connect to the Internet
via mobile devices than computers

33. Is it time to go mobile?
 Google suggests that 40% of all web searches
are performed on a mobile device
 Look at your data: analytics will provides you with
a breakdown of channels directing traffic to your
site
 Type of device
 Screen size
 Operating system

34. What am I looking for?

35. What am I looking for?

36. App vs. Website
 A mobile website works quite similarly to a
traditional website; it can display all your content
but is designed for a smaller screen.
 Your audience needs to access the mobile website for
new information.
 A mobile app is downloaded from an app store. It
can either pull content from the Internet or be used
without connection. Apps should deliver on a
customized purpose.
 Once downloaded, you can push information to the
app and it will automatically be shared with the
audience.

37. Benefits of mobile sites
 Immediacy: accessible without downloads
 Compatibility: across all mobile devices
 Time & cost: cheaper & quicker to develop than
an app

38. Benefits of mobile apps
 Interactivity: when the user experience is required
for the app to work at its best (i.e. GPS)
 Native functionality: when the mobile tools are
required (i.e. a camera)
 No connection req’d: when the audience can
access the information without connection to the
Internet (i.e. notepad)

39. Responsive website

40. Mobile app

41. Mobile website

42. Mobile website

43. Mobile apps

44. Mobile email
 More emails are opened on mobile devices than
on desktop computers.
 Apple devices are the most used for email.
 The most popular activity on a mobile device is
using the Internet.
 QR codes blend print with mobile marketing.

45. ⑤ Remarketing

46. Why follow-up?
 Only 2% of web traffic converts on the first visit.
 Simple exposure to brands creates familiarity and builds
trust. People will click on google adwords if they
recognize you.
 People will look at your website first before they do
anything else.
 How much is a click worth?
 Stay top of mind.
 Quality vs. Quantity.

47. Remarketing explained

48. Some call is stalking

49. Where to remarket
 Google text and display ad network
 Facebook advertising (custom audience)
 Marketing automation platforms
 Custom web scripts
BEWARE: “Stop the creepy targeted ads”

50. ⑥ SEO

51. Google releases
 Panda (Feb 2011): Update targeting low quality
or thin sites.
 Penguin (Apr 2013): Update targeting linking
schemes.
 Hummingbird (Aug 2013): New algorithm with a
focus on answers and ‘conversational’ search
and privacy of keyword data.

52. What do I do?
 Focus on the user. What matters to them and how can
you help them?
 Create great content and promote it
 Improve your page performance (speed and bounce
rate)
 Make sites device friendly
 Integrate SEO, social and email together

53. Summary

54. #MktgAcademy
 We are in an era of information overload. Every 2
days we create as much information as we did
from dawn until 2003.
 Focus on customer experience and customer
service. Create content that answers questions.
 Repetition is the mother of branding.

55. #MktgAcademy
 The time for mobile is now. More emails are
opened on mobile devices than desktop
computers.
 Only 2% of website traffic converts on the first visit.
 Social signals tell Google how important this
information is. Social and SEO are intertwined.

56. Integrate your marketing to
produce the strongest results

57. Questions?
@MktgAcadmey