Marketing tips and marketing trends for retirement communities, retirement homes and senior care. Marketing to Canadian boomers and seniors. [Comfort Life 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. “
Focus on the core problem your
business solves & put out lots of content
& enthusiasm, & ideas about how to
solve that problem.

16. 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.

17. 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.

19. Use consistent imagery & messaging

20. Who said it?
 The way home feels
 Making people’s lives better
 UnRetire here
 Live life your way
 Creating communities of caring
 A mature way of life
 Taste the good life

21. ② Social

22. 53% of online
adults 65+
are using
social sites

23. 49% have a
Facebook
account

24. @GramaBarb
“The older I get the more passionate I
get about life. Squidoo keeps the
passion alive!”
 Twitter
 Squidoo
 Pinterest
 Zazzle.com (online store)
 Traveling-recipes.blogspot.ca

25. 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

26. 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)

28. ③ Simple

29. 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

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

31. Banner ad examples

32. Infographics
 4x more viral than
presentations
 23x more viral than
documents

33. Source: BrighterLife.ca

36. ④ Mobile

37. 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

38. 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

39. What am I looking for?

40. What am I looking for?

41. 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.
 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.

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

43. 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)

44. Responsive website

45. Responsive website

46. Mobile app

47. 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.

48. ⑤ Remarketing

49. Remarketing explained
Source: en.paperblog.com

50. 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.

51. Some call is stalking

52. 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”

53. ⑥ SEO

54. 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.
Privacy of keyword data.

55. 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

56. Summary

57. #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.

58. #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.

59. Integrate your marketing to
produce the strongest results

60. Questions?
www.ourkidsmedia.com/marketing
@comfortlife @MktgAcadmey