Marketing Pilgrim's "Search Marketing" Channel

Sponsor Marketing Pilgrim's Search Marketing Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

2014 Year in Review: Search

Google 2014 top searchesSearch is more than just an online tool to help you find things faster. Search is a time capsule. Gathered one keystroke at a time, with millions of people submitting billions of queries; search results tell us what was important to a large portion of our population at any given moment in time. The trend lists, Google, Yahoo and Bing produce at the end of the year, are mini-history lessons for future generations.

When I see these year-end trend lists, I wonder how many of these topics – topics that were so important to us in 2014 – will resonate with others twenty years from now. . . fifty years from now. How about in 3014? (I wonder what search will look like then?)

Report shows super-spenders are more reliant on organic search

internet searchHow do you typically find online information or websites you’ve recently visited?

Forrester asked 4,600 US adults this question and I would say “the answers might surprise you” but that would be cliche. Let’s just take a look at what happened and see what we can do with the results.

Organic search landed in the number one spot (no surprise) but the second, third and fourth options weren’t that far behind.

Search only got 36% of the vote. I expected it to be closer to the 50% mark. Want to guess what came in second?

Time’s up: Facebook.

25% of respondents said they got their info from Facebook! I am surprised by that.

Third place went to TV ads with 23%, fourth to TV shows with 21%.

Internet advertising to grow 15 percent, with display taking the lead

A new forecast from ZenithOptimedia tells us that global ad spend is likely to top $545 billion dollars in 2015. That may sound like a reason to celebrate but it’s actually a slight step down in growth compared to 2014. (4.9% in 2015 vs 5.1% in 2014)

ZenithOptimedia Growth Adspend 2014

Part of the reason for the decrease in the increase is the lack of large, global events in 2015. In 2014, advertisers took advantage of the huge audience that tuned in to follow the Winter Olympics and the World Cup but 2015 is going to be a quiet year. That’s good, we need the time to rest up because 2016 is going to be a wild one with the Summer Olympics, the UEFA European Football Championship and the US Presidential elections. Wow. The news media is going to have to hire a lot of extra help.

Thanksgiving paid search spend; higher, earlier than ever before

If you spotted Christmas ornaments one shelf over from Halloween decorations, that’s the Christmas Creep. But retailers aren’t the only ones pushing for an early start to the holidays, search marketers are doing it, too.

US-Retail-Paid-Search-Ad-Spend-2012_2014-First1

This chart from Kenshoo shows the gentle rise in Paid Search ad spend leading up to Thanksgiving 2012, 2013, and 2014. In 2012 and 2013, ad spend actually dips down a week and half before turkey day. But in 2014, ad spend continues to rise slowly before taking off about a week before the big day.

Google reveals top toy trends, adds 360 degree photos to search

Top Toys 2014Google is ramping up everything they can ramp for the start of the 2014 holiday shopping season starting with a richer mobile shopping experience.

Google already noted a 3.5x increase in smartphone shopping searches year-over-over. Even better, they’re already sending more mobile traffic to retailers per week from Google Shopping than they sent during the best week last year. Think about that. It’s not even Black Friday yet and they’re already sending a record number of shoppers to online stores.

To make the experience even more rewarding for everyone, Google is adding expandable product cards for popular products. The new product cards include important details (size, options, color, etc), customer reviews and available locations. Some products will also have the new 360 degree photo option so buyers can see what their choice looks like from every angle.

Writers Rejoice! Study shows Google rewards those with more to say

searchmetrics-labs-and-robotContent marketers, would you like to know the secret to getting in good with Google’s search engine spiders? Come closer and I’ll whisper it in your ear. . . .

. . .all you have to do is post high quality, relevant content.

Honestly, it’s a little more complicated than that but when you boil down all of the data from the comprehensive 2014 Ranking Factors Study from Searchmetrics, that’s pretty much what you’re left with.

But Searchmetrics did go through the trouble of writing an 83 page document. And they did produce an adorable infographic with retro robots (its as if they know me!), so we’re going to spend some time digging a little deeper.

70% of B2B marketers are producing more content, but only 21% are able to track ROI

TheĀ B2B Content Marketing 2015: Benchmarks, Budgets, and Trends, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove–say that 10 times fast–is out and provides an interesting, if not concerning, glimpse of how B2B marketers are approaching their marketing strategies.

First, an alarming number haven’t written down their marketing strategy, which means, should they not turn up for work one day, their company is up a certain creek, without a paddle:

2015-b2b-research-content-marketing-strategy

Hoping that more equals more, B2B marketers are pumping out more content this year versus last year:

2015-b2b-change-content-creation

Lastly, only 21% of surveyed marketers report any kind of success in tracking their ROI, with 15% not even bothering to track!

2015-b2b-tracking-ROI