[vc_row][vc_column column_width_percent=”72″ overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ shift_x=”0″ shift_y=”0″ z_index=”0″][vc_column_text]By now, most of us in the tech world are aware that Mary Meeker of Kleiner Perkins Caufield & Byers (KPCB) unveiled her latest Internet Trends report. Her slide deck is highly anticipated every year, and not only for its graphs. It also provides insights into how KPCB, one of the foremost venture capital firms, is calibrating their investment worldview.
This year, clocking in at an astounding 213 slides, the report thoroughly covers both macroeconomic and industry-specific digital marketing trends. With that sheer size, however, not a lot of marketing professionals have time to analyze the whole deck, much less read through it. Fortunately, we at BuzzShift have done the hard work for you. In case you don’t want to wade through all 213 slides, we’ve gleaned the five most important digital marketing insights for you.
Google and Facebook have both proven the basic effectiveness of online ads, so staying smart and staying ahead of the curve is the name of the game for marketers. Where there is uncertainty, the key is to use a lot of testing and experimentation, and keep it at a relatively low cost. In Meeker’s report, she referenced Unruly’s Future Video Survey and identified eight main variables to video ad effectiveness:Authentic
If you aren’t testing all of these variables in your video ads, then you are missing out on potentially huge online advertising opportunities (at a small expenditure, relative to the huge traditional TV ad spends).
Takeaway; If you aren’t using video for online advertising, you need to re-assess your budget allocations for video production. And you’ll generally want to keep them short; not 1-2 minute videos, but rather 5-15 second clips that can engage and communicate to users quickly.
Meeker highlighted the success of Snapchat in terms of views and engagement, and pointed out Snapchat’s 3V Advertising:
Takeaway: Start exploring the mobile ad space, and think about testing to see which gets more engagement and conversion metrics in your social posts: landscape or portrait?
Google Voice search queries are up 3,500% since 2008, and 700% since 2010. Meanwhile, the chief scientist at Baidu, China’s largest ISP, estimates that in 5 years, 50% of all search will be done via voice or photo. That means a brand’s search results have to be very focused and the metadata around their visuals have to be very thorough. Schemas for structured data on your landing pages will only become more and more valuable as search results become more granular and accurate.
Takeaway: Get an SEO audit of your web assets, especially if you are in e-commerce, with an emphasis on image quality, metadata, schema.org compliance, and landing page relevance with long-tail search terms.
Brands that have e-commerce as their primary distribution channel grow their sales numbers faster than those that have physical retail as their main channel. Online brands need to be focused on three main characteristics:
Takeaway: If you are in retail, a smart, comprehensive e-commerce strategy can lead to explosive sales growth and long-term success.
And give yourself an extra pat on the back if you are reading this and are fully operational in the mobile ad space, because the internet (and specifically mobile advertising) is where ad demand is growing. It’s also where the biggest delta is between the amount of time consumers spend on a medium, and the amount spent on advertising in that medium. See all those down arrows? If you are in any of those media, get out now.
Takeaway: Realize all the platforms on the web, including social media, are online advertising platforms now. Get (or stay) up to speed on the latest in ad technology, especially mobile-related ad tech. And hire us to help you along the way.
Did you read the whole Meeker report on internet and digital marketing trends? Did we miss anything that fellow marketers should know? Leave a comment below![/vc_column_text][/vc_column][/vc_row]