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Archive for 2009

Google’s Acquisition of AdMob gives insight into Mobile Trends

google acquisitionsGoogle is not only a dominant force in the world of search, but they are consistently investing in and developing the newest technologies. Studying their investments can often give insight to future trends in the tech world.

Let’s consider past acquisitions:
Online Maps through the acquisition of Keyhole in 2004 later renamed to Google Earth in 2005. If you have ever needed directions or simply wanted to pry into the location of an acquaintance’s home, then you have probably used Google Maps. With over 12 million Google Earth downloads, they have established quite a presence in the world of web mapping.

Web Analytics through the acquisition of Measure Map in 2006.
Where would your website be without the metrics available through Google Analytics? Google Analytics has empowered companies with the ability to track and improve their search engine rankings.

Online Video through the acquisition of YouTube in 2006.
Have you seen the wedding video of the couple dancing down the isle? The video gained so much popularity that the show, “The Office” decided to emulate it. Everyone from big brands like Target to average Joes have created viral videos on YouTube to promote themselves. YouTube has proven to be one of the best sources for gaining mass exposure.

Recently, Google purchased the Mobile Advertising company AdMob.
The purchase of AdMob is a strong indicator of Google’s intent on linking its current search engine based ad program with Admob’s Web Display and Application Display ad service. Now, by combining web ads with mobile devices, Google promises to create more useful mobile content for the user and increased opportunities to gain revenue for developers and advertisers.

As of today Google has acquired Teracent, an advertising company that displays ads that are customized to the consumer and site. This acquisition will likely enhance the relevance of each mobile application and advertisement.

Each of Google’s acquisitions has impacted the direction of the web in a significant way. Now Google has confirmed the significance of mobile marketing through the purchase of a mobile display company. The evidence is clear – make your presence known.

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Isn’t e-mail marketing dead?

mailboxCompanies are still utilizing e-mail marketing to enhance their business. Pew Research Center recently reported that more than 90% of adults send and receive e-mail making it the most used online activity. E-mail marketing is effective to announce promotions, broadcast sales, follow up with leads, and publicize events to your customers.

Resurrecting E-mail Marketing
4 steps to improve your e-mail marketing campaign:

Testing & Defining Metrics
An e-mail campaign should be approached similarly to buying a new car. Start with a test drive and track the:

  • title and subject line to see what gains the best response
  • date and time to determine successful delivery
  • appeal of the content to ensure the message is clear

Once testing has commenced you can target your sales efforts towards the response received. Through testing and metrics you will gain insight into best practices for your campaign and uncover your greatest customers.

Message Targeting
Relevance is the difference between an effective e-mail campaign and one flagged as spam. Targeting your e-mails towards your customers will increase relevancy and decrease the percentage of unopened or opted out e-mails. Customers have different interests and are at different points of involvement. Give them what they need for where they are in their journey. Your message should be an extension of your customers’ one-on-one experience.

Design
Don’t ignore the appearance of your e-mail, your customers won’t. Whether you choose a graphically engaging visual format, or a cleanly formatted, informative, text layout, demonstrating creativity could be a major factor in differentiating yourself from the rest.

Social Media
Social media has made a splash in the marketing world and can positively influence your e-mail campaign. It can provide another avenue to connect and add to your group of contacts. Social media also provides an opportunity to gain insight into your customers’ interests via ongoing conversations, further generating ideas for your next e-mail and increasing the opportunity to remain relevant in your message. Using social media’s viral nature to alert and build interest around your message will ensure the success of all your efforts.

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What is Google Social Search?

Google Social Search and what it could mean for your website’s search results

Google is at the forefront of web search thanks to its ability to innovate and stay a step ahead of its competitors. Due to the surge in popularity of social media sites, their most recent experiment utilizes our social media connections for more useful, personal search results! Just days ago Google came to an agreement with Twitter and will now be displaying tweets and other social commentary in their search results. Google has recognized the importance of our social connections and integrated them into search.

How it works:
In order to activate social search you will have to complete a Google profile and allow Google to access your social accounts and Gmail account to bring up your social search results via contacts. When you type in a query the normal results will be displayed and then as you scroll down you will discover information from your social contacts related to that search. The result? A personalized answer to your search query!

Its impact:
Thus far social media has been an effective marketing tool; however many companies have been reluctant to dive in. Improved search engine results may just be the payoff for companies who have built a strong online community. All the connections that you have made within Twitter, Facebook, etc. will be enhanced and your position as an industry leader solidified. If you have been reluctant about becoming involved in social media, it will be important for you to jump in and get your toes wet or be left in the wake. The shift in search solidifies the importance of a strong social presence.

What to do:

  • Explore new areas in the social realm
  • Connect with new people
  • Maintain connections through sharing valuable and relevant information

Are you in favor of search becoming social? Comment below.

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Mobile Websites – Staying Ahead of the Trends

mobile websitesDid you just download your one-thousandth iPhone application? Maybe you checked the score of tonight’s game before dinner? As those who have embraced recent progress in communication technology, we can all admit to at least a slight attachment to our mobile device. Lately, with new features, options, and apps being added almost daily, we can do virtually anything on our phones. Today’s cell phones have Internet access comparable to computers, with the additional benefit of supreme portability; which provide users the ability to perform web searches anytime, anywhere. ComScore notes that 32% of Americans have used their mobile devices to go online, providing a great marketing opportunity for any firm that is ready to conquer the mobile world. Staying ahead of the trends will allow your company to capitalize on new marketing opportunities and provide new avenues for online visibility. Consider the following questions:

Is your site designed for mobile users?
Many sites don’t transition well on mobile devices. Some of the problems include long load times, incompatible content, and cumbersome navigation. In addition, mobile devices typically handle Flash content poorly, or not at all. To create a positive customer experience, consider making adjustments to create a mobile website version that will satisfy your customers’ searching desires.

Are you taking advantage of an e-commerce opportunity?
Buzz City reports the most requested feature for mobile commerce (at 34%) was the ability to pay bills and make purchase transactions. Recently, NY Times, reported on Amazon’s Mobile Payments Service, which allows users to make one-time payments, one-click purchases, and get refunds or cancel transactions. Amazon understands the importance of embracing new technological developments to improve their customer experience and increase sales opportunities, now it’s time for your company to do the same.

How should your mobile site be presented?
There isn’t just one approach to your mobile presence. Your approach should differ greatly depending on your targeted audience and product offering. The following are common approaches:

Option 1
Take your home website and create a mobile version that includes the features that make your website attractive, but in a scaled down version. The mobile user will experience the same functionality, features, and navigation; therefore enhancing the user experience. This approach is excellent for companies whose targeted audience is online and active.

Option 2
Create a site with only your company’s basic contact information. When a mobile user is detected the site is activated; however, it also gives the viewer an option to be taken to the full version of the website. This is a good approach for businesses whose website offers resources and information rather than the opportunity to purchase or showcase specific products.

Option 3
Target your information towards a specific product offering. For example, your company might be focusing on a new product or has a specific feature that could be attractive to mobile users; in this case, this is the option for you. This is fabulous for the marketing team that wants an innovative and creative approach to mobile marketing.

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Advantages of WordPress as a CMS

wordpressLooking for an alternative CMS solution that is affordable? WordPress is an open source blog publishing program that is installed on the user’s Web server. Many companies have discovered the benefits of utilizing WordPress, while using its vast resources to create a custom blog or employing its content management system abilities to update and manage an affordable website. WordPress provides dynamic and user friendly input with functions that also allow easy additions and overall customization. Moreover, WordPress also allows for:

  • Search Success

    • WordPress naturally provides a platform for creating structured content, which can be easily indexed by search engines.

  • Custom URLs

    • Putting keywords in your URL increases relevance in search engines. WordPress allows customization of URLs, therefore allowing one to choose the influential key words.

  • Applications

    • Applications built for WordPress provide further opportunity to tailor one’s site towards their specific needs.

  • Plug-Ins

    • WordPress offers a large selection of plug-ins that provides links to social media sites or ways to optimize one’s search. Plug-ins offer benefits for SEO, overall usability, or speed up back end administrative use.

  • Affordability

    • With access to plug-ins that create customization without a fee as well as applications that can be created to fit a budget, affordability reigns.

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Bull’s-Eye Marketing with Geo Targeting

Online audiences are used to having what they want right away, so why not give it to them? (more…)

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Creatively Enhancing Communication

Redesigning Milwaukee Public Television’s Website (more…)

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Creating An Award Worthy Website

The Emmys are just around the corner reminding us of the importance of excellent performance. (more…)

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Building Success Via Social Networking

Facebook Marketing Pages

Opportunity

With over 200 million users, Facebook has provided companies with a powerful resource for social networking. (more…)

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Building Interest In Your Brand

Briggs & Stratton’s Interactive Battle of the Bands Contest (more…)

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