Mobile is the new black. From responsive website design to mobile-optimized landing pages to mobile specific content development, including mobile in your marketing strategy was never more critical to success than it is today. And with good reason, too. Just over half (50.3%) of all traffic to e-commerce sites comes from mobile devices. Yet, conversion rates are among the lowest for mobile users. A big reason for this is that we take nearly two decades worth of digital marketing insights in a desktop environment and paste them on to mobile platforms. When the results are not as expected, we cry foul and bemoan the ineffectiveness of mobile marketing. How about going the right way around for a change? Here are five simple and scalable tips to inject new life into your mobile marketing. Step Up to Cross-Device Targeting Facebook made 69% of its revenue last year off mobile advertising, beating desktop ads for the second year straight. Not only is desktop advertising dying, mobile … [Read more...] about 5 Indispensable Ways to Convert More Mobile Users
Omni-channel retail marketers with online sites and offline stores have often wondered about the effect that weather might have on their site traffic (which in turn would affect their paid search bidding strategies). There appear to be three competing hypotheses about weather affecting site traffic: Hypothesis #1: Site traffic is negatively correlated with weather quality — the better the weather, the lower the site traffic as people like to get out and buy products in store (substitution effect). Hypothesis #2: Weather has little to no effect on site traffic because surfing online shouldn’t depend much on weather (independent). Hypothesis #3: Site traffic is positively correlated with weather quality (synergistic).The theory here is that, when the weather is good, many people think about the store but start their searches online. A good fraction of these searches end with online purchases; as a result, weather quality is directly correlated with online site … [Read more...] about Does Weather Affect Site Traffic & SEM Performance?
In true Ask fashion, we’ve got the answers (well…not complete answers) to what the most popular questions were on Ask.com during the year. According to Ask.com, visitors are three times more likely to type search queries in the form of a question. Holding steady at 50 million visits per month (October 2009, ComScore), question based searches continue to grow year over year on Ask. Falling in line with the most popular searches on other engines, questions surrounding the economic crisis and financial stability were among the popular categories, but it was the celebrity rumors that created the most comic relief in the search stimulus package. Searchers were feverishly fighting off symptoms of the Swine Flu, while trying to get answers on a number of health and fitness issues. Popular question categories unique to Ask.com include the most popular searches on Ask Kids, and likely from the Ask.com / Nascar partnership. Ask.com’s Top Overall Questions of 2009 How much … [Read more...] about The Most Burning Questions Of 2009
Microsoft’s acquisition of aQuantive was recently approved by the US Federal Trade Commission (FTC) and Yahoo completed its acquisition of ad exchange Right Media after a green light from the FTC. That just leaves Google-DoubleClick as the last major acquisition on the regulatory table. Now a telecom consultant, Scott Cleland, president of Precusor LLC, has written a much-discussed and very dense 35 page white paper that argues in favor of blocking the “Google-Click” deal and predicts it won’t happen accordingly. I know nothing about Cleland’s history or his politics; however TechCrunch’s Duncan Riley argues that Cleland’s analysis is informed by conflicts of interest: Cleland is also an anti-net neutrality activist who has backed the position of the existing telecommunications players in testimony to a Congressional hearing; simply as with any analyst or lobbyist, he makes a case that is usually in line with the concerns or beliefs of the … [Read more...] about Telecom Pundit Predicts FTC Blockage of Google-DoubleClick Deal
Oreo. Starbucks. American Express. Dell. These are brands that come to mind when the topic of real-time marketing (RTM) arises — as it does with increasing frequency these days. Eighty-three percent of marketers say they plan to begin to use, or to increase their use of, real-time data in marketing campaigns this year, according to Infogroup Targeting Solutions and Yesmail Interactive (pdf). The movement toward RTM is undeniable. Real-Time Marketing As a research analyst, I’m currently digging into this topic (expect a report on the subject in early December). We’ve identified five real-time marketing use case scenarios. All of them support varying business goals; all require real-time capabilities (the advantages and challenges of which our report will address); yet, all require a different balance of strategy, tactics and preparation. 1. Breaking News The most reactive form of real-time marketing is responding in a legitimate, relevant manner to unanticipated … [Read more...] about How Brands Can Prepare And Succeed