THE HOTTEST DIGITAL TRENDS The digital world is rapidly changing we ll keep you up to speed.

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Lorin Phelps
8 years ago
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1 THE HOTTEST DIGITAL TRENDS The digital world is rapidly changing we ll keep you up to speed.

2 Morgan Stanley stated that 91% of people keep their phone within 3 feet, 24 hours a day of the world s 4 billion mobile phones are smartphones. (Microsoft Tag 2012) Mobile internet usage is projected to overtake desktop internet usage by (Microsoft Tag 2012) 39% 39% of instances where a consumer walks out of a store without buying were influenced by smartphones. (Motorala Solutions 2012) Mobile The growth of smartphone and tablet usage is incredible. Consumers are relying on these devices to give them necessary information immediately. Mobile means far more than just an optimized site and up-to-date information on map sites like Google and Apple. Mobile perfectly aligns the offline and online world. Consumers are price checking with their devices right inside the store. They are having conversations through social media and . They re checking into restaurants and businesses, and according to Google, 39 percent of smartphone owners are using their devices in the bathroom! If you want to reach new customers and clients, mobile will be one of the best solutions to add to your marketing mix.

3 GEO-TARGETING Mobile has diverse opportunities for local businesses and is becoming more and more hyper-localized. Search engines have put an emphasis on making mobile searches focused on local entries. If we combine local businesses with paid search campaigns on mobile devices as well as the ever-growing geo-location social aspect of the Internet, we have a trifecta for digital marketers. Geo-location marketing is huge for advertisers. Retargeting ads, optimized mobile sites, paid search campaigns and social ad targeting is the driving force to convert local leads into immediate customers. Businesses must be combining mobile paid search ads with relevant local information, while being very active throughout social media platforms to drive consumer action. 80% of smartphone users access social networking sites on their devices. (Forrester 2012) 70% of smartphone users called a local business after searching on their device. (emarketer 2012) 74% of smartphone users use their devices to find location information, such as directions. (emarketer 2012) 9.9 Million American consumers accessed retail content on their devices in July (Comscore 2012)

4 SOCIAL AD TARGETING So, Facebook went public. What does that mean for you? Well, when its IPO came out and then plummeted, many advertisers and marketers were concerned with the social giant s ability to monetize the platform. However, Facebook is in the data collecting game, and you really can t lose when you have 1 billion users and the most active word-of-mouth market in the world. With the drastic realization of its Wall Street worth, Facebook began making big decisions that will allow advertisers to get in front of agile consumers. While we ve already begun to see targeted ads roll out through Facebook, this segmented approach to users will become more detailed and strategic as time goes on. Businesses are now allowed to sync their CRM (Customer Relationship Management) databases from information they ve collected about their customers and match the information to profiles, s and phone numbers on social networks. Facebook is taking a more invasive approach with targeted ads in the newsfeed, while Twitter will continue to camouflage them as sponsored tweets. Targeting advertisements directly into a user s newsfeed is often referred to as native ads or native advertising. By segmenting the data collected about users on Facebook and Twitter, which is highly analyzed and tracked based on their interactions and likes, businesses will be able to drive engagement and recognition in the digital marketplace. However, these platforms are not your bottom-of-the-funnel, immediate-conversion type advertising campaigns. Social media advertising is all about community building, brand recognition and customer engagement. It s a difficult effort to track and attribute your conversions to social, but it s absolutely crucial for businesses to add this element into their marketing mix. 8x of smartphone users called a local business after searching on their device. (emarketer 2012) 80% of social media users prefer to connect with brands through Facebook. (Business2Community 2012)

5 70% of retargeted consumers are more likely to complete a purchase. (Blackboard 2012) TellApart clients averaged a click through rate of 6.65% on Facebook Exchange ads, compared to 6.41% on Google s AdX. (TellApart 2012) 16x Advertisers are seeing a 16 times higher return on investment in Facebook Exchange ads. (TellApart 2012) RETARGETING Retargeting is an advertising solution that places your ads in front of your audience after they have left your website without converting. The beauty of retargeting is the ability to stay in front of consumers who have already engaged with your business, because 98 percent of Internet users leave websites without converting or taking an action. This advertising initiative drops a pixel, or cookie, on the user s browser and delivers ads based on the product or service the user viewed. Retargeting campaigns are highly effective with the integration of social media. Advertisers taking advantage of Facebook Exchange will be able to retarget to consumers who spent time on their website and landing pages. As users leave a website without converting, ads will follow them back to Facebook and attempt to stay in front of the potential customer. This is the most immediate way to convert Internet browsers into customers within social network sites.

6 80% of daily deal subscribers have purchased at least one deal in the last 6 months. (Chadwick Martin Bailey Study 2012) 54% of mobile shoppers who have used a mobile coupon obtained them from retailer websites, followed by 31% at daily deal sites like Groupon and LIvingSocial. (Nielsen 2012) DAILY DEALS There s always buzz floating around that daily deal marketing solutions are on their way out, but that s just not the truth. In fact, these coupon and deal solutions are growing and are a valuable asset to utilize. According to BIA/Kelsey s Deal-a-Day Forecast, consumer spending on daily deal offers is expected to grow to $3.9 billion by 2015, a 35.1 percent compound annual growth rate. These sites not only work well as leaders and quick sales, but they re extremely effective at building relationships and long term customers. If we consider a car dealership that s offering a $9.99 oil change through Deal Chicken, that dealership is focused on building trust and loyalty with the consumer. This will hopefully lead to the consumer purchasing their next car from that dealership. Businesses utilize these offers to target consumers and get them in the door in hopes to make them a regular customer or up sell them. Gannett s Deal Chicken has an advantage over the daily deal giants, because of the ability to integrate multiple solutions along with a daily deal campaign to capture more customers. By integrating a deal site with mobile and social, businesses have the opportunity to reach consumers online and on the go through multiple channels. Integration If there s one message we continuously preach to our clients it s the importance of integrating your marketing efforts. Integration will continue to be the most important overall solution for brands and businesses for years to come. The consumer journey is very fragmented today, and to corner them with only one advertisement or marketing solution is impossible. By combining these hot trends into a company s marketing mix, next year is sure to drive results. Feel free to contact a representative today about how these marketing solutions can grow your client s business!

7 Contact us today to start integrating these hot digital solutions into your marketing mix.

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