Trend Report: Online Marketing Design and Strategies

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1 Research by and using Google Trends. Trend Report: Online Marketing Design and Strategies

2 Global Trends in Searches JANUARY NOVEMBER % 55% 40% 25% 10% Native Advertising Inbound Marketing Social Media Marketing Content Marketing Interactive Maps Public Relations Search Engine Optimization Pay Per Click Search Engine Marketing* -4% -5% -6% -7% -8% *Searches for and Search Engine Marketing have been surpassed by searches for and SEM as the industry has embraced these practices. Searches for SEM reached a 10-year high in July of searches peaked in August of 2011 and have declined 20% as of November 2014.

3 After analyzing the big picture, we drilled down to find the recent, regional trends. Using two years of search history spanning , we tracked searches for the following 20 terms in the five most populous countries on each continent: SEM Search Engine Marketing Interactive Maps Inbound Marketing Pay Per Click Outbound Marketing Content Marketing Data Visualization Landing Page Optimization Flip Book Native Advertising Mixed Media

4 ASIA SEM Inbound Marketing Content Marketing Data Visualization Search Engine Marketing Pay Per Click India is the most robust Asian country in its searches for Public Relations terms. India has at least two years of search history for 16 of the 20 terms in this study. Bangladesh has the most limited search history, with results for only three terms. Chinese interest in experienced a sharp spike in March of 2013, rising 72% in a single month and falling 70% over the next four. Since then, searches for the term show a consistent, slight upward trend. Although content marketing has not garnered much interest in Bangladesh, China, Indonesia, or Pakistan, search interest in India has steadily grown by 50% since May 2012.

5 AFRICA Egypt ranked in search results for five terms although one of them SEM was neutral. South Africa leads the continent in marketing-related searches, with at least two years of data available for seven of the terms in this study.

6 EUROPE SEM Inbound Marketing Content Marketing Data Visualization Search Engine Marketing Interactive Maps Flip Book Mixed Media There appears to be strong interest in asset design across Europe; searches for infographic and parallax are rising in four out of five countries in this study. Interest in parallax spiked in all five countries in September of 2013, correlating with a design release for ios7. With at least two years of search data available for 17 of the 20 terms in this study, the United Kingdom leads Europe in marketing-term searches. Germany follows close behind with searches for 15 terms.

7 NORTH AMERICA SEM Inbound Marketing Content Marketing Native Advertising Data Visualization Mixed Media Outbound Marketing Flip Book Search Engine Marketing Pay Per Click Landing Page Optimization The United States leads the world in searches related to marketing keywords; it is the only country to have at least two year s worth of data for all 20 terms in this study. Cuba has insufficient data for every marketing keyword in this study. It will be interesting to note whether this will soon change with the lifting of long-held US sanctions against the island nation.

8 AUSTRALIA/OCEANIA Content Marketing Mixed Media Interactive Maps Flip Book Data Visualization Search Engine Marketing Pay Per Click Australia leads the Oceanic islands in marketing searches, with at least two years of data for 4/5ths of the keywords in this study. New Zealand has searched for less than a third of these terms, and the remaining islands have insufficient data. Only two terms are rising in both Australia and New Zealand: infographic and parallax.

9 SOUTH AMERICA SEM Flip Book The most popular terms in all five countries were and SEM; however, this result may be skewed by the Portuguese use of sem, which is a common word meaning without. Brazil leads marketing-term searches in South America with at least two years worth of data for 10 of the 20 terms in this study. The next-most popular category was design terms. More results were reported for parallax, motion graphics, and infographic than for any other group of keywords.

10 See more content marketing trends with these analyses: Publisher Engagement Analysis This study of 2.6 billion shares reveals which publishers earn the most engagement on social media. Social Media Content Calendar By tracking trends over six months among 220,000 pieces of content, we discovered which content types will earn the most shares in which vertical. Viral Emotions Research We partnered with researchers at Vanderbilt University to learn which emotions are found in highly viral images. Find these and more marketing studies at