By Marc Purtell | Director, SEO
The growing use of mobile devices is nothing new or surprising, but what may be a bit of a surprise is the extent to which search behavior is moving away from desktop devices. Currently, one out of every three minutes spent online is on a mobile device.
What also may come as a surprise is how quickly mobile search volume is expected to surpass desktop. By 2015, mobile search volume is expected to slightly exceed desktop and by 2016 it will be approximately 30% higher. The clock is ticking for digital marketers who have not begun to plan their activity for this new landscape.
Marketers are already recognizing this tremendous shift in behavior and adjusting their spend accordingly. In 2012, mobile search ad spending hit an all-time high of $1.99 billion. More importantly, although the 2012 spend was much higher than ever before, it is projected to grow another 80% in 2013 topping $3.59 billion according to eMarketer.
Despite the shift in spend now being allocated to mobile advertising, there is still opportunity given that only 58% of advertisers are utilizing mobile paid search compared to the 78% of advertisers who use paid search in total. (more…)
By Giles McGrath | Creative Director
Editor’s note: Below are rules Nos. 6-10 for designing a high-converting mobile landing page. Earlier this week, we published rules Nos. 1-5. You can see all 10 steps now on MediaWhiz’s SlideShare account here.
Rule #6: Simple UX/UI
Simplicity is paramount for a successful mobile site. Not only in terms of design but also the code behind the scenes. Best practice dictates designing sites using CSS to organize content in lew of HTML tables which will work better on a desktop site. In terms of design, lean towards a light colored background to help call out specific navigation and content points. Use white space where possible and design in a single column to best follow the shape of the mobile device.
By Sultan Riaz | Marketing Coordinator
Editor’s note: This is part two of MediaWhiz’s ultimate guide to mobile media buying; you can read part 1 here. Today, Jonathan Bartov of Matomy Media Group details best practices for the optimizing and targeting stage. Jonathan authored a Matomy guide to mobile media buying for affiliates (download here).
Sultan Riaz: Why is it important for marketers to segment their campaigns?
Jonathan Bartov: Segmenting is the best way to get a full media spread. For example, WiFi traffic is much cheaper and much more abundant than 3G traffic. So if you don’t target each carrier separately, a large majority of your incoming traffic will be from WiFi. That will limit your ability to optimize your traffic moving forward. Segmenting traffic is also a preemptive move because it is likely you will ultimately end up segmenting the traffic once you see different performance in a number of parameters. Segmenting campaigns at the beginning stages will help you save time later on in the process.
SR: What type of traffic should marketers be wary of? Why? How can they avoid this type of traffic?
JB: Generally speaking, when a network has a lot of unsold inventory from a specific target, such as operating system, carrier or channel, you should conclude that it is unsold for a reason. In my experience BlackBerry and Opera Mini traffic are abundant on many networks but convert poorly. This has a lot to do with technological differences with BlackBerry’s operating system compared to other operating systems, and Opera Mini’s browser compared to other browsers. This isn’t always the case with these two, but it is more often than not. So whether you exclude this traffic to begin with, or if you plan on separating it from your other traffic sources, this is something you should take into account when working with either of these two sources.
SR: What kind of mobile media sources should marketers invest in?
JB: This really depends on what is important to the marketer. Personally, I want a source that provides a scale and makes it easy for me to optimize a campaign. For this reason I look for media sources that have an abundance of traffic at comfortable rates and a self-serve platform. The level of targeting is an important factor also because that ends up being the level I can optimize at. (more…)
Our “Tip of the Week” offers solutions from MediaWhiz’s experts in performance marketing and SEO to some of the most common challenges advertisers and publishers face in online marketing. This week, Jane Lim, publisher recruiter, focuses on tools SEO publishers can use to collect contacts and perform outreach.
MediaWhiz: There are hundreds of thousands of publishers on the Web. As a Publisher Recruiter, what tools do you use to collect contacts and perform outreach?
Bulldog Reporter has been an excellent tool for identifying and collecting traditional media contacts, social media contacts and influencer lists. Bulldog Reporter allows its members to find appropriate leads in specific areas of coverage and create/export lists for outreach. It is a huge database and includes contacts in emerging and social media, so it pretty much covers all properties on the Web. It’s said that the database is updated every night to ensure the information is up to date.
By Marc Purtell | Director, SEO
Editor’s note: This is the first post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
The search marketing landscape has changed dramatically in recent years. Gone are the days of a walled garden between a company’s organic and paid search programs and the rest of its online marketing strategy. Now, there is a recognition by marketers that search, like any form of marketing, must be engaged in a holistic, interconnected manner. It must create measurable results that tie into the whole of a company’s marketing campaign, rather than being off in its own universe.
With that being said, here are five trends from the modern search landscape that will help enhance your brand’s search strategy.
- Search is not just for online retailers; it’s for everyone. Online searches influence offline purchases. Forrester Research estimates that more than $1.1 trillion of retail sales in 2011 were “Web influenced” versus $173 billion of actual online sales. This is especially true for considered purchases such as autos, financial services, education, furniture, etc. For example, JD Power estimates 90 percent of potential car purchasers research their purchase online before going to a dealer.
- Search means more than Google. It is important to diversify your company’s paid search (PPC) efforts. Google attracts the majority of paid search but Bing and Yahoo are gaining share. Similarly, Facebook appears intent on charging into the search market. But search audiences at Bing and Yahoo differ from Google. In 2012, click-through rates for small and medium sized businesses grew 109 percent for Bing, 123 percent for Yahoo, but only 32 percent for Google. As Facebook emerges, targeting and response rates will likely vary from the other providers. Search success will require the ability to manage all four platforms successfully. (more…)
By Hakan Lindskog | CEO
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
By Ori Carmel | Vice President, Performance Strategy
In an era of sensational declarations marketers have become immune to rampant hype and passing fads. In a sense, knowing that every year is declared “The Year of Mobile” doesn’t bode well for those pushing the mobile direct response envelope. Understandably, there are only so many times one can cry wolf and expect someone to touch their glassy screen on the other end.
Alas, something seems different this time around. 2012 seems to have been a turning point, both in the numbers themselves and in the understanding of the mobile market potential for direct response. Maybe it’s the growth of mobile as spend. Maybe it’s Google finally taking mobile ad measurements more seriously. As marketers continue their march forward toward meeting society’s mobile-first demands, let’s take a moment to examine the ways in which this channel can impact your company.
First, the scale:
- Seventy-seven percent of the global population has a mobile device. That’s 5.3 billion people. (ITC, 2010)
- Of those 5.3 billion mobile device users, 18% use a device with 3G technology. That’s 940 million, mostly in developed and mature economies. (ITC, 2010)
- There are five times as many cell phones in the world as there are PC’s. Yes, that includes Macs (Impiger, 2012)
- Americans spend 2.7 hours a day on their mobile phone. That is twice the time they spend eating. (Unisys, 2011)
- Mobile ad spend is rising. Well, rising is an understatement. It’s exploding. Here are some stats from eMarketer. (more…)
By Kyle Hanzas | Director, Business Development
Over the past three years online education inquiry generation has undergone a major shift in responsibility. Previously, it was about a 50/50 partnership between schools and marketers. Marketers used creative messaging and various online advertising channels to attract prospective students while the schools utilized strong recruitment and CRM practices to gain new enrollment.
As new legal and regulatory guidelines emerged around marketing messaging and recruitment practices, the responsibility of enrolling a quality student has shifted more toward the marketer. The quality and intent of the prospect needs to be well defined before she is passed to an admissions counselor. A university’s ability to develop the prospect’s enrollment intent is more limited than ever.
Schools are left to consolidate efforts to their highest-quality partners and online channels. The aggregate traffic model and an inquiry driven to multiple schools are no longer of great value; rather they are considered more of a “volume filler.” Admissions counselors can’t get into a sales competition for inquiries who express interest in multiple colleges. An admission representative should not be a salesperson, but rather a guide that aids in the process and helps the prospect make an informed decision about attending their college of choice. (more…)
By Maria Loreto | Media Planner
Marissa Mayer’s choices have been under the microscope ever since she left Google to head its major rival, Yahoo. Despite criticism over some of Mayer’s major decisions concerning Yahoo’s operations, I find her strategic moves both smart and interesting. She appears to be repositioning Yahoo as an online media buyer’s dream – a company that places a greater focus on ad-tech investment and development while still delivering a huge number of quality impressions, something that has always been a core strength at Yahoo.
Mayer initiated her grand plan to change the tech behemoth’s image as a slow, out-of-date Internet giant when she lead the company’s partnership with arch-rival Google (her former employer) for display advertising.
But she took the change-now, change-big plan one step further last month with the surprise announcement of Yahoo’s acquisition of Tumblr. By acquiring the most influential microblogging site in the United States (Tumblr hosts more than 112 million blogs and almost 60 billion posts per month), Mayer laid down the future of Yahoo. It’s a future built around smart online advertising opportunities and digital content.
So what does the acquisition mean for Yahoo? (more…)
By Sultan Riaz | Marketing Coordinator
If you are having trouble with your conversion rates or generating leads from your mobile site, then Conversion Conference in Chicago this month is a must-attend event. And our Giles McGrath, creative director, has all of the insight you’ll need for designing your mobile site with lead generation in mind.
In his presentation, “Don’t Just Replicate: Designing for Mobile Lead Gen,” Giles will distill our top-10 best practices for mobile lead-gen design. As he writes in the introduction for his presentation:
Mobile websites shouldn’t be a simple reproduction of your brand’s desktop site. Effective lead generation with mobile requires thoughtful consideration about how consumers interact with brands on Donttheir mobile devices, how they share content and the type of content and features that grabs their attention. In this session, you’ll see how you can unclutter your mobile website or app to improve conversion and generate more qualified leads.
Conversion Conference brings together expert speakers from all walks of digital marketing to help you increase your conversion rate and lead generation. With Digital marketers ranking conversion rate optimization as one of their top priorities of the year, it makes Conversion Conference an important event to attend.
We hope to see you at Conversion Conference Chicago, where we’d be happy to answer your mobile creative and lead generation questions. If you’re planning to attend Conversion Conference Chicago, please contact us so we can meet you.