Local Search Association’s (LSA) 2014 “Local Media Tracking Study” conducted by Burke, Inc. found that on average, mobile phones/smartphones are used to search the internet – across search engines, internet yellow pages, ratings and review sites and daily deals – 42% of the time compared to just 34% in 2013. This jump in mobile usage means it is time to reexamine your mobile strategy. I take a look at the latest data available to identify mobile trends and ten things to keep in mind that will help develop a winning mobile strategy for your business. 1. Mobile Strategy Is Now Must-Have A mobile strategy is no longer nice-to-have. While some like to remind us that computers and laptops remain the most common device for searching the internet, the shift to mobile, in particular to mobile phones and smartphones is quickly closing the gap. As recently as 2012, 80% of those surveyed used a computer or laptop to search the internet. That dropped to 73% in 2013 … [Read more...] about 10 Trends & Tips To Consider In Creating A Winning Mobile Strategy For Local Search & Marketing
Billions premiere 2018
Just as businesses who ignore mobile searchers miss out on a huge number of potential customers, businesses who focus solely on Americans miss out on a massive number of global customers. If you think your company doesn’t have business opportunities outside of the United States, it’s about time to rethink your business strategy. Part one focuses on doing business with our northern neighbors in Canada: Discover the potential that Canadian customers represent. Pick up best practices and tips that can give you the edge in marketing to Canadian searchers, including: Language, holiday and terminology differences. Establishing trust with Canadian customers. Effective pricing. Identify potential hurdles to doing business in Canada and come away with mitigation tactics, such as: Laws and regulations. Shipping logistics. The exchange rate. Competitive due diligence. Learn how to reach Canadian customers on Bing and and optimize your search campaigns. (Obviously, there are … [Read more...] about The Cross-Border Series Part 1: Capturing Canadian Conversions
Since its early days, search engine optimization (SEO) has always had naysayers insisting that this marketing discipline is a passing fad, or that it’s dead. Not only has SEO survived this long, it’s thriving: According to a recent study by Borrell Associates, companies are going to spend $65 billion on SEO in 2016. This is more than triple what they predicted for this year back in 2008, before major game-changers like Panda and Penguin even entered the equation. What’s more, the company is predicting that the SEO industry will continue to grow to an estimated $72 billion by 2018 and $79 billion by 2020. Though estimates can be fallible, this does suggest that SEO has grown even more than previously expected, with a trajectory to preserve that growth well into the future. In fact, another recent survey of 357 marketers found that more than 90 percent plan to increase their SEO budgets or keep them the same over the next year. Assuming these projections are at least … [Read more...] about The SEO industry is worth $65 billion; will it ever stop growing?
Native advertising is fast becoming a powerful digital marketing strategy, as traditional display and banner ads become less and less effective. With internet users increasingly ignoring overt sales tactics, average click-through rates (CTRs) for display ads have fallen over time to 0.17 percent, according to Google. In contrast, native ads enjoy much higher CTR and conversion rates, because they offer visitors more than just a hard sell. A native ad is a piece of content that looks and feels like an editorial article. Advanced algorithms enable advertisers to dynamically position their native ads next to similar or related content on the web. Consumers are more likely to engage with a sponsored article that provides them with relevant new information than with a traditional banner ad, and they are more likely to share it with friends. Website publishers can customize ad widgets on their site so the ads blend in seamlessly with their regular content. This increases CTR for advertisers … [Read more...] about Native advertising, the new marketing workhorse
Mobile native video advertising has transformed content marketing world in a big way. Brands are clamoring to get their video storytelling in high gear following brands who jumped on the video bandwagon long ago. Today, we are undergoing a forced feeding of video on Facebook with their autoplay strategy, and many of the posts in our feed consisting of video. No wonder controversy has peaked, with talks of YouTube being second fiddle and the emphasis of video on other social platforms. There is no question – video is not only killing it for the brands, but every person is a video content author now. This is changing the way content is being created, shared, and consumed. [youtube https://www.youtube.com/watch?v=k3fKq0ioyWs&w=560&h=315] In a previous post, 5 ways to weaponize your mobile content marketing via native advertising, I addressed the channels and solutions brands must consider to scale their content marketing. Recently, major bets have been placed, such as Yahoo … [Read more...] about 5 Mobile Native Video Content Marketing Methods