The State of Search Across Devices

The state of search across devicesThat prize consumer you’re after could Google reviews of your restaurant on his laptop, make reservations from a tablet and then get directions from his smartphone, all within an hour. The trend of searching across multiple devices, by people transitioning from one to the other, is on the rise as users query search providers from nearly any location. Recent Microsoft research found that 16 percent of queries on one search engine were from multidevice users, despite the fact that the percentage of actual users was lower. In other words, those doing the searches are especially engaged, making them more accessible to digital marketers – but also harder to pin down.

It’s not just that we’re seeing people use more devices, but that the types of usage are also evolving. Marketers will have their work cut out as they anticipate changes in how consumers conduct different types of searches. The report points to the example of gaming console users, who can now conduct Web searches directly from consoles and use applications previously found only on other devices.

Mobile Marketing

Knowing When Your Brand Needs A Mobile App

Mobile apps give can give businesses new SEO opportunities.With more consumers spending time on their mobile apps, you may be wondering whether to take advantage of the trend. Many companies create apps to build on their existing communication with consumers via their iPhones, iPads and Androids, provide them with a new service, or broaden their audience.

But brand apps still comprise a small fraction of overall app activity. A few well-functioning mobile channels may already serve your brand just fine.

Mobile Marketing

The 411 On Mobile Pay-Per-Click

Pay Per Click AdvertisingMore than half of adults use their phones to surf the Web, the Pew Research Center reported – a trend that will continue throughout 2015. That amounts to a lot more clicks and impressions available to marketers, many of whom are already using the pay-per-click model to target users of cell phones, iPads and other mobile devices.

Essentially, this offers a more efficient way to manage the type of website, time of day and ad copy that these visitors are viewing. Mobile PPC ad campaigns allow marketers control over when and how ads will be displayed, and who will see them.

Online Marketing Strategy

8 Tips To Drive Lead Generation With Pay-Per-Inquiry Radio Advertising

per-inquiry radio advertising

Many brand advertisers are missing out on the performance placement opportunities that radio has to offer. Pay-per-inquiry radio advertising is one such opportunity for direct marketers because, typically, you only pay for the inquiries generated, regardless of the number of spots that air. It could also enable you to reach more radio markets than you would through traditional radio buys. Last year AdAge ranked pay-per-lead generation programs among its top B2B prospecting programs, but it can be just as effective for B2C.

Your program would get rolled out to a broad spectrum of radio stations, networks and syndicators of your choice in your desired geographical area. Depending on your objectives, sales leads can be generated through a variety of offers, from a free appointment or trial, to a free rate quote or request for more information.

Lead Generation, Pay Per Call

What Is Pay Per Inquiry And Why Does It Work?

What is pay per inquiry, and why does it work

You need two things to profit from pay-per-inquiry: relationships with media outlets and a desire to advertise across a wide geographical area. Also called cost per lead, pay per lead or pay for performance, it’s a direct response marketing model whereby advertisers receive free ad time and space but only pay for results. The catch: You lose control of where and when the ads will run.

In a nutshell, your job is to entice consumers to call a customer service center. Media outlets often have unused air space, so making use of this unsold advertising space benefits both you and the media outlet. Marketers cycle their offer to their media partners, which produce trackable, measurable results. Your client merely agrees to pay a set price for each qualifying call.

Lead Generation, Pay Per Call

A Brief History of Google Search Algorithms

A brief history of Google search algorithms

Confused by algorithms? Who wouldn’t be, considering that Google changes its search algorithms hundreds of times each year. The point of these pesky formulas, however, is not as hard to grasp if you understand why they exist in the first place.

Google bases its search results on PageRank, its original algorithm dating back to the 1990s. PageRank was created to establish a hierarchy that would rank websites in search engine results according to importance and popularity. Generally, it does so by taking into account both the quantity and quality of links to a given page. Your website may not have received thousands of visitors, but if it’s the only online source of expert information on a given topic, it could still rank higher than a spammy page that has been viewed more times.

Many other factors determine the ranking of search results on Google. Take a look at the top three  and what they mean for marketers:

Uncategorized

4 Social Media Marketing Tips for B2Cs

Social Media Marketing ToolsThink companies are spending a lot on social media now? According to Duke University’s Fuqua School of Business, the social media spending of U.S. firms is expected to rise 150 percent over the next five years. If your reaction is that you couldn’t dedicate more hours to your activities on social networking sites without cloning yourself, take heart. Most marketers could strengthen their social media programs by making better use of tools and techniques already available to them.

Social Media

3 Ways To Boost Your Performance-based Advertising

How To Improve Your Advertising ROIRemember when purchasers paid marketers regardless of whether they were able to track and measure just how effective their campaigns were? How times have changed. With the introduction of each new measuring device, it seems, comes more pressure for marketers to whip up results. The fact that most Internet ad revenue in the U.S. is now comprised of performance-based advertising only highlights this fact.

To spark some ideas, check out three key ways to do so:

Online Marketing Strategy

Using Customer Experience to Drive Social Media Engagement

Find out what people are saying about your brand

Online reviews are among the best forms of advertising. It should be no surprise, then, that customers tend to trust each other for brand recommendations. And more of them are turning to social media to spread the word about product experiences good and bad.

MarketingProfs reported that 93 percent of consumers who write product reviews are inspired by a positive experience with a brand — while 71 percent do so after a negative experience. And reviews are just the tip of the iceberg in terms of how customers convey their experiences through social media.

Find the conversations
Pay attention to what people are saying about your brand on social media. The reputation that others are spreading can have a huge effect on a brand’s image. When a customer uses YouTube to demonstrate your software, or posts photos of your new makeup line on Pinterest, they’re generating interest through likes and comments.

That customer-driven buzz often expands over time, as links are shared with friends and make their way to new communities with new fan bases. When customers are driving interest, it can take time to generate results, requiring patience and follow-through on the part of marketers.

Social Media