Web marketing trends in 2013 | Magazine SEO

Like every year, I took the habit of going to the salon assiduously E-Marketing Paris.?In addition to the many stalls and many players moving, it is possible to attend dozens of conferences.

People and companies present the proposed conferences and vocabulary used by all marketers generally quite rightly indicate trends for the year.

I suggest you and transcribe what I remember of the show and trends that inspired me in 2013 on the various points that make up the web marketing.

General trends

?The digital is slowly replacing computers on the Internet.??Behind this phrase full of semantic nuances must especially include evolution of the Internet that does not date only this year but is more pronounced.

Where once was to create web sites as windows or gates giant platform where you could push a maximum content, uses the Internet influenced by the advent of social networks and multi Platformism make these sites are not as efficient as before in the state.

The digital has really taken over: thanks to the Internet and the democratization of information (and multiplatform), customers have access to all the information they want.?They become experts and the strategy was to write on a website ?we are the best? no longer functions effectively.

Where once they sought by all means to create segmentation marketing (called ?taxonomy?) according to different customer profiles (male / female, CSP, age, etc..), This segmentation is transformed gradually into a segmentation users , that is to say based on usage patterns, user uses.

More generally, and this is perhaps the message here, it should be noted that digital is not a revolution but an evolution.?Do not change everything but we must reorganize and evolve.

SEO

SEO is perhaps still the most reliable despite major algorithm changes recognized in 2012 with Panda and Penguin, which have been widely discussed.

The notion of quality content is always at the center of all concerns, even if social networks are for many as described below.

More generally, the long-term vision is that the computer on the Internet is finally overtaken by digital platforms and fixed are less used (eg web directories) will gradually be abandoned by Google.?As a reminder, Google currently viewed because it considers them valuable addition for users.

Adwords

No revolution regarding the tool that made the fortunes of Google, just a reminder of good practices, including about ad groups.?You probably know, it is possible (and advisable) to create ad groups in your campaign, for segmenting the ads and keywords, greatly facilitating your management.

Ideally, you should have:

• One ad group per product (?Asus N56VZ-S4231H?)
• One ad group per product category (?Asus Computers?)
• One ad group per combination of product attributes (?red hull Computer?, ?Computer less than 500 euros.?

This quickly becomes unmanageable theoretically for large product catalogs.?Google has made available its Adwords API, there is now software or platforms that can exploit to automate the creation and management of campaigns.?This automation also has advantages:

• It is possible to forward prices and / or stock in text ads, dynamically managed without losing the history of ads from Google, important for the quality score.
• Automating creation of ads, you can be present on a range of keywords even more important, which is perfect to break the effect of 80/20 where 80% of sales are generated by 20% of the catalog.
• Intelligent management of the catalog is an ad is automatically stopped when a product is marked out of stock in the database, avoiding unnecessary costs.

The banners

The words ?banners? or ?display? seem so outdated as they have evolved into more modern practices ?geotargeting?, ?behavioral targeting? or ?RTB ? Real Time Bidding.?

The famous dogma of web marketing ?the right person at the right time in the right place,? once considered a myth is now a reality on the Internet.

Thus, the RTB (that is to say, the purchase of advertising space in real time through auction, as the Adwords for example) has been democratized and arguments of each platform are interesting.?RTB allows advertisers to tailor their campaigns based on periods where once a campaign was buckled from the start.

The speech goes against the marketing hype is unfortunately doomed to failure as the results of such strategies are positive in terms of return compared to more archaic techniques.

Internet content

If you?re a fan of SEO, the notion of quality content will make you giggle softly as it is probably several years that this concept is at the heart of your concerns.

I had the strong impression that this concept is democratized to the point that companies specializing in content creation were present at the show, but what is my mistake the first time.

Unfortunately, the creation of quality content is now in everyone?s mind, this is not necessarily due to SEO but thanks to social networks.

As mentioned above, on the Internet today, I can not simply proclaim me the best as before.?It is necessary to post quality content to reach users and encourage sharing.

Since Facebook became the most popular site in the world (even more popular than the X on the Internet in terms of time visiting a historic first), we no longer seek information, it comes to us.?The information must therefore be more qualitative (or original).

It should be stressed that in any case the notion of ?quality content? is still very open and vague.

Facebook, the engine of the future?

Everything evolves very fast in the web and you can imagine, there are SEO budge.

The engine is thus led to Facebook being increasingly used.?In fact, when it comes to engine Facebook, we must distinguish two things:

• The algorithm decides which information to highlight on the walls of users (?Edge Rank?)
• The internal search engine to Facebook

In the meantime, what interests us most is the famous Edge Rank.?It is estimated that information shared by a Facebook user will receive 8% of contacts on average (the ?Rate of reach?).

This algorithm is very complex, but probably 3 information are necessarily taken into account in the calculation:

• The affinity sharer or poster
• The popularity of the message / sharing issue (like many / min, eg ?I?m pregnant? will be a good chance to emerge even if the person is not very close to you)
• The notion of time: this is a recent or not??This criterion tends inevitably to 0 making a completely obsolete info after some time.

The use of social networking for business

Once everything was simpler for companies, it was enough to think about a message that you want to grow and the distribution of the message was automatically through major general channels (TV, radio, etc.)..

Now, companies and officials including digital should reflect:

• The message
• A technology used to push the particular message
• At the hearing they want to reach

How to communicate and must be strongly influenced by the use of the Internet: we do not communicate the same way in an email or on Facebook.?The information is not felt the same way if it is found on a blog or work on the iPad in the evening before bed, etc..

Uses of Internet

It is always interesting to note the use of the Internet and their evolution over time.?So, here are the latest statistics:

• 43% of users are trademarks fan on Facebook
• 4% are followers mark on Twitter
• 78% of people check their emails in one?^era?action on PC
• 50% are in the final action when off.?22% use Facebook in the last action.
• 35% of subscribers are emailing fan of the brand on Facebook: possibility of multi-channel strategies
• In 60% of cases, when a message is posted on a negative mark on the social networks, fans or followers respond before the brand message.

E-Reputation

E-Reputation has also been a lot of talk.?The job of community manager has become commonplace and has been fully accepted by the majority of players.

The most recommended to meet the negative messages about business pages (blog, social networks, etc.). Remains transparency and proximity (and reactivity).

The humor and a big plus, but is not given to everyone.

With regard to the theoretical value of a Facebook fan or Twitter follower of, impossible to give a figure because this data is invaluable.

Some try to find a ROIste appearance, that is to say, to calculate that reports a fan or a follower in sales.?The reality is much more complex because it would omit a value difficult to estimate, the concept of branding.

More generally, people committed to social networks + followers.

The concept of multiplatform

The hyper connectivity Internet has changed many uses.?It is now possible to reach users anywhere at any time.?The concept of multi-channel strategy has been discussed several times even if it is still difficult to obtain results with concrete examples the key.?Some sites, however, communicate a little on the subject, as Le Figaro announcing now be profitable on the web (25% of the turnover comes from digital).?The War of the speed of information with alerts and tablets smartphone was also mentioned as a mini revolution in the way of processing information.

Some speakers, however, put the kibosh on the subject indicating that the hyper connectivity has its limits.

It is not necessary to be everywhere with the user.?The consumer also needs to decline and it is wise to consider the ?touch points? more interesting for both parties, that is to say the time and the means of communication most appropriate to the message and the expectations of both parties, rather than trying to be omnipresent.

Internet Law in 2013

As the beginning of each year, the CNIL displays his good resolutions.?Last year, she announced the control of almost all of the French e-commerce web.

This year, she wants to be more reasonable (or not?) And announces that it will control at least 2 sites per day.?So be careful because the CNIL like to make examples and all levels.

More generally, new technologies were discussed including the famous QR code.

The use of QR code can often collect data on users.?And said data, said mandatory declaration to the CNIL (unless all the information collected is already the subject of an active statement).

It is possible to bypass the whole system by creating QR codes anonymous (no names or IP harvested), thus avoiding the reporting requirement to the CNIL.

Some case law also took place, including on the collection of information on the Internet: it is forbidden to collect information on the Internet without the consent of a person, even if that information is public.

Finally, note that all data on the Internet have a value: value between 12 cents and 15 euros each.?Thus, your client files are worth the money even if your business is brought to stop one day.?It is sometimes important value, relatively unknown and that many companies are deadlocked.

Web marketing thus continues to evolve.?If we rely on the most ambitious, the revolution takes place every year.?More moderate, the world in which we live that the growth of the Internet will probably double digit for several years.?If I had to remember that some of the trends in 2013 were mainly characterized by the fact that they knew better and more visitor or customer site and the advent of digital (multi-platform) and social networks.

I conclude this article in black and white with a little quote full of symbols: ?The head of a digital business will chair tomorrow.?

Source: http://magseo.net/seo-marketing/web-marketing-trends-in-2013

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