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2014 Inbound Trends

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It’s no secret that 2014 holds several promising opportunities for Inbound Marketers. The industry is projected to see a lot of continued growth; aided by increased budgets for the year. According to the Moz Industry Survey, there seem to be a few slight shifts in demand for certain Marketing activities, which ultimately has an effect on where Marketers are allocating most of their time.

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2014 Inbound Trends

  1. 1. 2014 Inbound Trends By: Kurtis Bohrnstedt
  2. 2. Outline • Key Inbound Trends – Growth Continues • SEO – Budgets on the Rise • Content – Aggressive Growth into 2014 – Plenty of Room for Improvement • Social – New Horizons • Mobile – Strong Momentum • Local – Opportunities Abound • Email – Holding Steady
  3. 3. Key Inbound Trends
  4. 4. More SEOs took the Moz Industry Survey than any other group. Marketing, Inbound Marketing, Content, and E-Commerce were also popular job titles of those who participated in the Moz Industry Survey.
  5. 5. Of those who took the Moz Industry Survey, Online Marketers spend the most amount of time doing Analytics, Content Creation, Social Media Marketing, Keyword Research, and Site Audits.
  6. 6. Marketers reported that demand for Content Creation increased by 70.94% in 2013, falling in line with most projections from early 2013. This trend is also expected to continue throughout 2014. Demand for Analytics was the second most, having an increase of 64.46%.
  7. 7. Inbound Marketing is still considered a young industry -- one that also sees regular changes. With new jobs being created and Google updates happening more frequently, keeping up on internet marketing knowledge is key. But what are the most popular avenues to stay up to date on the latest industry trends?
  8. 8. Blogs continue to be the source of choice for Marketers at 93.97% according to the 2013 end of year Industry Survey from Moz. Social Media (74.01%) and Online Guides (73.37%) were rated as the next top sources.
  9. 9. 45% of Marketers are spending more than 2 days each month researching SEO -- more than any other area of digital marketing. Marketing Analytics came in second at 37%.1 Time spent researching SEO likely won’t change throughout 2014, however, expect to see an increase in Marketing Analytics as data is becoming more of an asset for companies. 1. Moz “2013 Industry Survey” (n = 3432)
  10. 10. 24% of marketers are spending more than 2 days a month researching Mobile. This comes as a surprise, as it is a young market with high potential for growth.
  11. 11. The top two priorities shared amongst online marketers are fairly standard. ‘Driving increased conversion rates’ and ‘Increasing and improving brand awareness’ are basics marketers are expected to deliver, though, very safe priorities to choose. ‘Collecting, Measuring, and Using behavior based data’, ranking 3rd out of the three listed, stands out the most due to the actionable use of data. Quick iterations in response to known issues is a powerful position to be in that will ultimately create a positive effect on the bottom line. Source: ExactTarget “2014 State of Marketing” (p.3) n=2500
  12. 12. Search Engine Optimization
  13. 13. Digital Marketers will have increased budgets if projections for 2014 stand correct.
  14. 14. Marketing Automation tops the list for where most Marketers plan to increase budgets in 2014, according to ExactTarget. SEO/SEM, SMS Messaging, and Display/Banner Ads were also among the top categories Marketers are planning on spending their cash monies.
  15. 15. Among those surveyed, the mobile channels are the least integrated across the board out of all marketing channels. 38% of Online Marketers say SEO is a very integrated Marketing channel, 46% say it is quite integrated, and 16% say it not integrated. This clearly indicates there is still opportunity for growth. Source: Econsultancy "http://econsultancy.com/blog/63350-50-of-businesses-believe-that-social-offers-greatest-marketing-opportunities-over-next-year" (p.) n=363
  16. 16. Marketers are changing where they are allocating their time. This is a strong indicator of where the industry is headed. 81% of marketers are currently using Data & Analytics, an additional 13% plan to use Data & Analytics in 2014 and 6% are not planning to use at all.2 Data can be a big asset that, if used efficiently, can have a significant impact on the bottom line. Research done by Andrew McAfee and Erik Brynjolfsson of MIT illustrates “the more companies characterize themselves as data-driven, the better they performed on objective measures of financial and operational results. In particular, companies in the top 3rd of their industry in the use of data-driven decision making were, on average, 5% more productive and 6% more profitable than their competitors.” 3 2. ExactTarget “ 2014 State of Marketing” (p.6) n=2,331 3. Harvard Business Review: “Big Data: The Management Revolution”, by Andrew McAfee and Erik Brynjolfsson, October 2012
  17. 17. SEO/SEM (73%) and Content Management (71%) are among the top channels being used today. The current and projected similarities between the two are across the board, due to the fact that both go hand in hand with one another, though Content is projected to grow slightly more than SEO/SEM in 2014.
  18. 18. Lean approaches with new techniques & technologies helps move companies and society forward. Those who are not experimental with their online marketing will, inevitably, be left behind.
  19. 19. Among the top channels offering the greatest opportunities in 2014, Social Media, Email, Website, SEO, and Mobile Web are projected to be the best performers.
  20. 20. Content
  21. 21. 49.5% of Marketers do not have a documented content strategy, making it difficult to gauge success and limiting the ability to implement successful changes that will most benefit performance. B2B marketers who have a documented content strategy are creating more content than they did one year ago, compared with those who do not have a documented strategy (80% vs. 66%). Source: CMI “2014 B2B Content Marketing Trends—North America” (p.6) n= 1217
  22. 22. Small B2B organizations are leading the charge in having documented content strategies, in addition to plans to increase their Content Marketing budgets over the next 12 months to support their strategy.
  23. 23. Content Marketing and Community Engagement are the top two uses for Social Media. B2B content marketers use an average of 6 social media platforms, up from 5 last year. After LinkedIn, large companies (1,000+ employees) consider YouTube to be second most effective, whereas small companies (10-99 employees) say SlideShare and Twitter are second most effective.
  24. 24. B2B Marketers spend 39% of their budgets on Content Marketing, 23% more than their peers. Of the Marketers who said their efforts weren’t very effective, 61% say they are challenged with producing engaging content -- only 11% of those Marketers have a documented Content strategy. Source: CMI "http://www.iab.net/media/file/B2BResearch2014.pdf" p.5 (n=1,217)
  25. 25. 48% of organizations plan to increase Content Marketing spending. Between 10-49% of total Marketing budgets are allocated towards Content Marketing.
  26. 26. 66% of smaller companies tend to keep content creation in-house, whereas 72% of larger companies tend to use both in-house and outsourced content creation.
  27. 27. Writing and Design are the top two functions that B2B Marketers outsource the most. 65% tailor content for Industry trends.
  28. 28. 69% of Content Marketers are challenged with a lack of time. Given the breadth of requirements in their jobs, this is completely understandable. Producing enough and producing engaging content are the other highest challenges Marketers face.
  29. 29. 22% of Marketers curate or share content quarterly or less frequently from 3rd party sources. 20% curate or share on a weekly basis, and 18% on a monthly basis.
  30. 30. Social is the most used channel for sharing content. Blogs are the second most used channel for sharing content.
  31. 31. Social
  32. 32. Out of all social networks, LinkedIn is the number one go-to for B2B Marketers for distributing content. Not surprising, Twitter and Facebook are the other top networks used for sharing content.
  33. 33. Consumers with smartphones outnumber Search Marketers using Pinterest, Instagram and Foursquare. These are growing Social Channels that should not be ignored -- especially if more and more consumers are starting to use them.
  34. 34. Facebook and YouTube dominate when it comes to the number of active users for Social Networks. Source: Digital Marketing Ramblings “http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/#.UyChUvSwLYt”
  35. 35. 60% of Digital Marketers are currently using Social Listening tools to aid in their Social campaigns, with 24% additional Marketers planning to use Social Listening tools in 2014. Social Listening tools go hand in hand with Social Media Marketing, so it’s no wonder more Marketers are planning to add this to their tool belt.
  36. 36. 2014 budgets being allocated towards Social Marketing and Social Advertising are fairly even, though Marketers plan to increase spending on Social Media Marketing by 2% more than Social Advertising.
  37. 37. 18% of Online Marketers plan to add LinkedIn to their Social Media mix in 2014 -- the biggest increase of all social networks. 17% plan to start using Blogs, Podcasts, and SlideShare in 2014.
  38. 38. Marketers are hopeful their Social Media efforts will eventually produce an ROI, although 12% think it is highly unlikely Social Media Marketing will ever produce an ROI. Part of the problem is the inability to prove ROI, making it difficult to get buy-in from management.
  39. 39. Content marketing is propelling Google+ back into the spotlight, with Google offering extra search juice to content authors for posts shared on Google+. If content marketing has a place in your 2014 plans, you may want to consider growing your Google+ presence alongside your breadth of content. 18% of Marketers are planning to adopt Google+ in 2014. This increase is most likely due to the ranking advantages by Google to help promote its social platform.
  40. 40. Facebook continues to have more users than any other network, but Pinterest has the highest percentage of growth in users from 2012 to 2013.
  41. 41. Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis. While Facebook is popular across a diverse mix of demographics, other sites have developed their own unique demographic user profiles. For example, Pinterest holds particular appeal to female users (women are four times as likely as men to be Pinterest users), and LinkedIn is especially popular among college graduates and internet users in high income households. Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites. And there is substantial overlap between Twitter and Instagram user bases.
  42. 42. Internet users who only use one of these five (Facebook, Twitter, Instagram, Pinterest & LinkedIn) major social networking platforms, 8% use LinkedIn, 4% use Pinterest, and 2% each say that Instagram or Twitter is their sole social networking site. The remaining 84% say that Facebook is the one social networking site they use.
  43. 43. Facebook is by far the most commonly used social networking platform, and as a result, a significant majority of Twitter, Instagram, Pinterest, and LinkedIn users also use Facebook. At the low end, 83% of LinkedIn users also use Facebook. At the high end, 93% of Instagram users also use Facebook (Instagram’s parent company). About a quarter of Facebook users use each of the other sites. 53% of Twitter users also use Instagram, and 53% of Instagram users also use Twitter. Among non- Facebook sites, this is the highest rate of “reciprocity” between user groups that were measured.
  44. 44. Customers increasingly expect your social media presence to be integrated into your web and email communications. If it’s not, you can quickly lose touch with the customers you’ve worked so hard to engage. Dave Chaffey of Smart Insights projects the importance of social CRM to grow by 9% in 2014.4 According to Reuters, Social Media has overtaken porn as the number 1 activity on the web.5 This clearly indicates the weight behind Social Media -- a channel that continues to grow at a consistent pace. 4. Smart Insights “http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-2014/” 5. Reuters “http://www.reuters.com/article/2008/09/16/us-internet-book-life-idUSSP31943720080916”
  45. 45. Mobile
  46. 46. Source: IDC “https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk” (Slide 14)
  47. 47. 16% of Online Marketers believe Mobile Marketing efforts are unlikely to produce any ROI -- 4% higher than those who said the same for Social. 51% think they will eventually produce a ROI, and 29% say their Mobile Marketing efforts are already producing a ROI.
  48. 48. Four out of five minutes on a smartphone are spent engaging with an app6, yet 22% of Marketers say mobile responsive design for landing pages is never used. Sales of tablets outstripped sales of both PCs and laptops in the last quarter of 2014 and that trend is expected to continue for the next few years. More and more people are choosing to access the Internet via mobile devices, and if your website can't deliver, they'll go somewhere else.7 6. comScore. “Mobile Future in Focus,” Mark Donovan, February 2013 7. International Data Corporation “http://www.ft.com/cms/s/0/b0218186-1b35-11e3-b781-00144feab7de.html#axzz2nkIcPzAW”
  49. 49. More Marketers are utilizing Mobile Holiday or Event campaigns than any other. Cross-Channel Engagement and Re-Engagement are the top two Mobile Lifecycle Campaigns Marketers are planning to use in 2014. 47% of Marketers do not plan to use Mobile Win-Back campaigns in 2014.
  50. 50. Only 5% of Marketers say their Mobile integration into overall Marketing Programs is not very effective.
  51. 51. Local
  52. 52. According to Google Places, there are more than 4 million claimed business listings by business owners. Of those 4 million listings, only 2 million account for listings in the United States. Google also reports that local searches account for 20% of all searches.8 With a steady increase of smartphone owners, more and more people are performing local searches on their mobile while traveling -- accounting for 56% of mobile searches.9 As mobile usage continues an inevitable upward trend, local searches on mobile devices will also soar, making it imperative for SMBs to claim all of their listings so customers can discover the information that will get the customers in the door. 8. Google Places “https://sites.google.com/a/pressatgoogle.com/googleplaces/metrics” 9. comScore “http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/Trends_Shaping_Local_Search_in_2013”
  53. 53. 46% of shoppers use their mobile phone to research local products and services before making purchases -- almost half of the consumers surveyed.10 Optimizing a mobile friendly website in 2014 should be a priority that will increase a competitive edge for local businesses. Don’t get left in the dust! 10. Telmetrics “http://www.mobilepathtopurchase.com/wp-content/uploads/2013/04/xAd_Telmetrics_Mobile_Path_to_Purchase_Press_Release_2013_US_General.pdf” (p. 2)
  54. 54. Out of the top 5 Social Networks, Facebook is the most used by Small Businesses. According to the StreetFight Local Merchant Survey, 88% of SMBs plan on using some of their marketing budgets on Facebook by the end of 2014 -- an increase from 43% in 2009.11 11. StreetFight Local Merchant Survey “https://docs.google.com/a/moz.com/file/d/0Bx3dFqqUVjvzMmxSc3ROaE05SkxVd1JvQTVtWlBDZ0VEV0ZZ/edit” (p. 8) Source: VerticalResponse “http://hostopiablog.verticalresponse.com/blog/small-business-survey-reveals-social-media-trends-infographic/” (n = 400+)
  55. 55. The vast majority (84.1%) of the Small Businesses surveyed by VerticalResponse spend 10 or fewer hours per week on Social Networks. The remaining 15.1% spend between 11 to 21+ hours per week on Social. Source: VerticalResponse “http://hostopiablog.verticalresponse.com/blog/small-business-survey-reveals-social-media-trends-infographic/” (n = 400+)
  56. 56. 55.9% of SMBs surveyed by VerticalResponse use 3rd party tools to manage their Social Media efforts -- of those respondents, 39.5% pay for the 3rd party tools they use. Out of the Small Business respondents who pay for 3rd party social media tools, 25.3% pay between $50 or less, with only 3.2% paying $251 or more. Source: VerticalResponse “http://hostopiablog.verticalresponse.com/blog/small-business-survey-reveals-social-media-trends-infographic/” (n = 400+)
  57. 57. Email
  58. 58. Email is one traditional marketing channel that continues to show steady growth. According to ExactTarget, “98% of marketers plan to increase or maintain their spend in 2014. Email Marketing was among the top 5 at 58%.”12 Being among the lowest cost per lead, also producing high quality and quantity of leads, it’s no wonder Email Marketing continues to be one of the favorite channels amongst online marketers. 12. ExactTarget “2014 State of Marketing” (p.3) n=2,500
  59. 59. 58% of Marketers who participated in this survey are planning to Increase their Email Marketing budget in 2014 -- 38% plan to keep it the same.
  60. 60. 49% of Email Marketing Teams are sending more than 500,000 emails annually.
  61. 61. Birthday Email Marketing Campaigns are the most successful at 43%. Whereas Email Marketers say Win Back Campaigns are the worst at 32%.
  62. 62. 60% of emails are read on mobile devices by 31-70% of those surveyed, adding weight to the importance of responsive design.
  63. 63. Quality of email database is the number one most stated barrier to effective Email Marketing. Lack of Strategy and Lack of Time are also at the top of the list of issues.