Category Archives: Google

Alvomedia posts about Google, Google algorithms and Google products and services

How Do You Find A Brand Evangelist?

Brand evangelist Guy Kawasaki is the most instantly recognizable face of Canva and Apple

What Is A Brand Evangelist?

Good day to you all.

Today, I want to blog about brand evangelists and how do you go about finding one. If we can put a face to the term ‘brand evangelist,’ then Guy Kawasaki and his brand evangelism for Apple and Canva comes to mind. The definition of an evangelist is a true fan, or a super die-hard fan who is preoccupied in spreading the word about your brand and sharing any messages with the mass population.

Having a handful of brand evangelists is much more important than having a hundred fans. This holds true for every brand. It is true that social media marketing can open up a much larger audience to share information about your brand. However, a brand evangelist can raise a brand much higher than it could with only fans and customers. An evangelist will talk about your brand and share message and information about your company and brands actively. The dedication and commitment of these super fans separates them customers. It is important for every brand to have evangelists. They will surely go that extra mile to talk about your brand and company. They will get active and engaged in the social media marketing campaign where reputation is everything.

How are the evangelists different from fans?

Although you may have a million fans, there are very less number of brand evangelists. They are always the minority in a crowd of fans and followers. You must pay special attention to them. Evangelists should be “cultivated and cultured.” They are the trendsetters and the thought leaders. Engage and involve them more than average fans and you will soon reap the results. They will inspire the average fans to do much more than what they are doing for a brand. They are not the people who are just sharing and spreading your message, but also play crucial roles in social media communities and target audience. They help a company to collaborate and brand well with the brand evangelists of other companies. Building networks with other companies and brands can help a company to get more engagement and exposure.

Brand evangelists can bring greater awareness and inspire others to buy into your brand

How do you make evangelists?

Making brand evangelists take a lot of effort and it may not be as easy as just putting your brand’s message straight to the public or target audience. Every company seeking brand evangelists should actually become a part of the targeted audiences’ communities. An evangelist will not just build a brand, but will also be the go-to source for company’s news and valuable updates.

This approach for creating evangelist will ensure that the brand will mean much more than merely the products that it represents. It is creating an image that your brand will stand for. The fans who can envision their own lifestyle in the way a brand creates an image around it, they are more likely to become brand evangelists.

Remember that having a few faithful and active evangelists is worth more than a thousand of ‘likes’ on Facebook. It might take some time for a brand to build a gem of an evangelist, but it’s worth the effort. It is creating an idea that the customers will relate to and what they will represent. If brand image creation is done properly through social media marketing, it can lead  to loyal customers exuding your brand lifestyle.

Building a community is important for creating evangelists

There are different content sharing websites where the users can build communities. One of the popular sites is YouTube. Registered users can share videos and interesting streaming content. Thus, a community can be built around a brand. Users can generate a lot of content like this and can generate a lot of content on the site. You can call your fans and involve them in creating content relevant to your business and brands.

You can also build communities around contests and coupons. Users can contribute their ideas and contents to the site, which lets the fans contribute and be an important part of the community. You can distribute gift certificates and discount coupons to your customers. These are basic rewards that you can send to your fans, but that will cost nothing. You can also update the regular campaign and create posts about it. Responsive customers can help in popularizing the communities and groups, and thus help in the growth of the company. Turn your fan base into a community of evangelists. Let your fans do the advertising for you.

Cultivating a brand fan base is worth it in the long run when your fans can become brand evangelists

The challenge of convincing people

Finding or creating a list of evangelists  is an important  part of the marketing strategy of every company. However, not all the companies and businesses are having success in developing evangelists. There are companies that deal with predictable services. These companies deal with such ordinary products that there is nothing new or interesting to share or talk about. If your products and services are not satisfactory, it might be difficult for you to find and create evangelists.

Ways to develop valuable evangelists

There are many different strategies that the companies are adopting to increase their dedicated fan base. As discussed, creating a valuable fan base by creating online communities on various contents is important. In addition to that, you can take various measures like sponsoring events and making donations. Remember, your main aim should be to establish and develop your brand as a part of the lifestyle for the customers. Estimating and analyzing how a brand fits into the lives of the customers is one of the main tasks of an evangelist.

The Dirty Practice Of Negative SEO

Are your competitors using negative SEO to undermine your page rankings? Read more to find out

Is your website damaged by negative SEO?

Ignorance is not bliss when you are operating a business in the digital space. As anyone familiar with organic search rankings will know, keeping your business on the top spot is no walk in the park. Firstly, there are updates in Google’s algorithms to be aware of; knowledge in SEO is a must for any online business to be visible. Secondly, there are competitors who would do anything to drag your SERP down to obscurity. Ethical competitors will seek to improve their own rankings through diligent SEO. Unethical competitors will use dirty tactics to get your website penalized: negative SEO is one way competitors can tarnish your online reputation. But are you aware of this?

Targeted by negative SEO

Every time Google makes changes to its search engine algorithms, website owners have to reassess their SEO strategy. For unethical business owners, this involves damaging other website’s rankings in order to improve their chances. Negative SEO involves building spammy, low quality links that would damage the online reputation of any site it is linked to. As a result, Google will penalize the website linked to the spammy backlinks, causing the rankings to fall. The penalized website will have to spend time and money to recover from the damages. Sometimes, the damages are so serious they become irreparable.

What does negative SEO look like?

Look for large volumes of unnatural backlinks  to spot negative SEO

Using Google Search Console (formerly Webmaster Tools), every business owner should keep an eye out for unnatural links to their website. The screen capture above shows an influx of unrelated links to a travel/hotels sector website. Unnatural and spammy backlinks to viagra related websites will cause Google to penalize the site.

Another way negative SEO is applied is through blog comments section. Website owners should look out for money keyword anchor text where a click will take the visitor to a low quality website unrelated to the linked blog website. The problem with anchor texts is that many are seen as manipulation by Google. Good SEO is all about the quality, and not the quantity of the links your website has. Link building has to be for relevant and high authority websites related to the website’s industry. It is therefore important, when hiring a professional SEO, to ask for a spreadsheet of the high authority websites linking in to your website.

Google penalties and website recovery

Google penalizes websites that falls foul of their guidelines. Spammy backlinks that are not removed in a timely manner will be crawled and alert Google to act. Unfortunately, many business owners realize this too late!

Prevention is better than cure so it is advisable to check your Google Search Console and use a link detox software to identify any negative SEO. When you decide to use the Google disavow function, make sure that your good links are safe. If in doubt, contact a marketing agency experienced in link removal.

How To Increase Your Email Lists For Marketing

Building email lists is an important part of email marketingBuilding Email Lists For Targeted Marketing

Email marketing is the most effective marketing strategy among all the types of digital marketing or online marketing. The reason is that most people have an email address that they check regularly. Businesses and individuals alike have email addresses, so it is easy to reach a large group of people through a single platform.  In addition, you have complete authority over this medium.  This gives email marketing an edge over the others. It is also an excellent source to enhance your inbound and outbound marketing.

 

The effectiveness of email marketing

How to build email lists that increase with time

For email marketing to work effectively, you need to have an email list that keeps on increasing with time. But how exactly do you achieve it? Here are some tips to build an evergreen email list.

1) Ask for subscription

Ask all the visitors for subscription. Do this on all the pages of your website. The call to action (CTA) to subscribe should be on an obvious and prominent location. This will act like a constant reminder for all the visitors and may prompt them to sign up. Pop-ups work great for this, but remember that a pleasant user experience means placing this in strategic places.

2) Integrate it with other platforms

Integrate the subscription tab with all the platforms you are using be it for content marketing or social media marketing. This will generate additional subscriptions. For Facebook, you can simply add a tab on your page while for other social media platforms you can share the link for a subscription through your posts and comments.

3) Keep it simple

Nobody likes to fill complicated forms so keep the procedure simple and straightforward. Ask for name and email only because that is the only bit of information you will be interested in initially. To know more about the person in order to send certain type of content you need to be patient. You can always extract this information later on. Right now, focus on adding contacts and the rest will follow.

4) Provide high-quality content

Ask yourself, why anyone would want to read what you are mailing him or her. This will let you design high-quality content that would be impossible to throw in the junk mail. Develop curiosity of your subscriber by mailing interesting and highly valuable and focused content.  Studies show that you lose 22.5% of your email subscribers every year. This is one way to reduce this degradation. To make them more effective, a marketing agency can help make the content.

5) Encourage sharing

You can never have too many subscribers. Send along a link of the site and the subscription page with every mail. Ask your subscribers to share them with their contacts. This will also help increasing your email list, as people trust the advice of their friends and family over anyone else’s.

6) Offer something extra

In order to encourage people to subscribe to the email list you need to offer them something. It could be a free gift, premium features or some other free resource. This will give the potential subscribers more reason to join in. once they do you can always keep their attention through competitions, sales, and special discounts. This will keep your list of subscribers active. Moreover, you will gain valuable and dependable customers.

Jurassic World is the dinosaur movie that has made record takings at the box office thanks in part to its massive social media efforts

Social Media Helped Jurassic World To Roar

Social Media’s Role in Jurassic World Success

Making $524 million from its first weekend, Jurassic world is the monster film blockbuster that can attribute some of the success to social media marketing. With 353,000 Facebook fans added in one week and 1.7 million tweets (654,000 retweets), there is nothing small about the social media noise Jurassic World has created. Here are 10 ways social media marketing has helped to make Jurassic World a stomping success.

10 Ways Jurassic World used social media to create awareness

1. Jurassic World Twitter has engaging content

The official twitter account for Jurassic World is active, engaging and has links to other Twitter accounts offering fun facts about dinosaurs. There is no shortage of retweets, linked videos and dinosaur trivia to get fans excited about the movie release. Up and until the actual release date #jurassicworld hashtag has been trending encouraging conversations about the film.

2.Jurassic World Official website is linked to social media

Jurassic World’s own website has interactive games, movie trailers, cinema listing and enough information to keep any curious visitor engaged. The website links to all the major social media accounts for Jurassic World on Instagram, Twitter, Facebook, and Google+.

3. Jurassic Park’s Trailer on YouTube is a smash

The official trailer for Jurassic World has been viewed 5.8 million times in one week alone; overall the trailer generated 66 million views. This is the trailer here:

4. Universal Pictures YouTube page has relevant, exclusive content

Universal Pictures YouTube account has uploaded engaging behind the scenes footage and other adverts/content related to Jurassic World. They encourage viewers to share with friends on social media websites.

5. Jurassic World Facebook accounts are awesome

Jurassic World has related Facebook pages that display unique content different from its Twitter, Instagram and Google+ accounts. Visitors feel like they know a different side to the franchise. The Unofficial Facebook page is particularly engaging.

Jurassic World has leveraged social media such as Facebook to engage with leads

6. Jurassic World Game app is promoted on social media

There are literally social media pages for every Jurassic World product. The game app Jurassic World has its own Facebook fan page.

7. Jurassic World Google+ features more content, videos and competitions

Jurassic World has created an engaging Google+ page that mentions competitions and shares featurettes that would satisfy film fan’s cravings.

8. There is a Tumblr page dedicated to the Jurassic Park franchise

Jurassic Park Films is a Tumbr account that features amusing gifs from all the Jurassic Park related films. Social media platform Tumblr is ideal for the younger audience demographic and it is great for visual rich content.

9. Jurassic World Instagram account has exclusive photos

The best way to satisfy Jurassic World fans is by posting exclusive photos of the film’s cast and dinosaur stars. The Instagram account for Jurassic World has 104,000 followers and counting.

10. Competitions, Lego and romantic breaks

Jurassic World has really leveraged social media by holding competitions (National Geographic has a Jurassic World competition as well), creating a mock romantic resort booking page and having an official LEGO Jurassic world Instagram page. The sharing, retweets, linking, impressions and reach gets bigger by the day.

SEO and marketing Q&A with Alvomedia

Alvomedia SEO and marketing Q&A with marketing consultant Nelson Fuhr

 

Creating useful online content is important for any company, whether they are a B2B, B2C or non-profit government organization. To get ahead in marketing, we are told to produce ever more content, in competition with the huge volume of content that is being generated online every minute. In our Q&A we will discuss with Nelson Fuhr, digital marketing consultant at Alvomedia, about the relevance of SEO for 2015 and how this can be integrated with content marketing.

Let’s Talk about SEO and Marketing for 2015 and beyond

Q: Is Content becoming more important than SEO?

A: We use SEO to find the content, so one cannot exist without the other. In recent years, marketers have become more focused on content because creating valuable content helps their customers. Customers want to be informed and guided along the sales transaction, hence the need for relevant, useful content. SEO is very important for that content to be found by the right customers. Without it, customers do not know just how good your content is.

 

Q: How is SEO still important for companies today?

A: SEO is really important for any integrated digital marketing plan. Everything ties in together-the SEO for great organic exposure and traffic, and the content to convert customers once they find your webpage. Organic ranking is crucial for getting traffic and more visitors to your website. The more people that visit your website, the higher the chance of conversions into paying customers. Without customers, there is no business essentially. Google algorithms for SEO take into account mobile responsiveness, loading time and relevant content nowadays. This is all to help make internet browsing better for the user. Every business would want their customers to have a better user experience on their website.

 

Q: What is black hat SEO?

A: Unethical SEO that will get you penalized by Google. This includes keyword stuffing, spam and purchased backlinks.

 

Q: What do you write for content, how much is enough?

A: Firstly, know what your brand is all about. What industry is it in and what problems does it solve for customers? You have to know about the mindset of your target audience: what do they want to know and how can you tell them the information to make them take notice. Content that helps, addresses a concern, give guidance, provide information are very good basis for content writing. How often you write depends on what you can schedule time for. Content writing eats up time quickly so you need to be disciplined and have a routine/set goals of how much to write a week.

 

Q: How does social media help SEO if at all?

A: Social media amplifies your SEO efforts. Tweets and shares on Facebook will improve your search engine rankings. For Google search engines, Google+ has an impact on page rankings. If you can only have one social media platform to leverage for rankings, choose Google+. Social media works because of the wide reach and engagement. I would recommend social media as a research tool for trending topics and concerns. Companies need to stay relevant and knowing what their customers are talking about is helpful. You can also uncover new keywords phrases and connect with influencers who can help with your brand awareness.

 

SEO and marketing will change with changes in Google's algorithms

 

 

Q: What is your stance on link buying?

A: The money used on buying links can be used better elsewhere, such as writing a blog and creating valuable content. Link building is more expensive in the long run because of the maintenance costs in buying more. Google does not like backlinks that were bought, it could get your website penalized-too much risk.

 

 

 

Q: What takes the longest to do in SEO?

A: The most time consuming task in SEO is worth it in the long run. Link building

 

Q: When there are multiple versions of a page, have you seen a canonical link tag used successfully on the website?

A: Links suggested by the canonical tag do replace noncanonical links in a list. So canonical link element works fine in Google. Indexation decreases for noncanonical URLs and the canonical tags have an impact on Google sitelinks. This works for Google but not Yahoo or Bing at the moment. By using a canonical tag you are giving Google a hint which URLs should be indexed. In time, deindex your URL and redirect visitors using the 301 redirect.

 

 

Q: Things change so fast in the world of SEO. Is there a best way to do things?

A: The best way I can foresee for 2015 and beyond is to integrate SEO with what every other department is doing: content creation, social networking, front end design and UX. The reasoning behind this in my opinion is efficiency and effectiveness from collaboration. When SEO teams work in isolation, they do not know what is happening with content creation and website design. This was fine years ago, before Google rolled out new algorithms. In 2015, everyone has to take into account how responsive design and content works with SEO.

 

Q: Is SEO dead?

A: SEO will be around longer but not the way we know it. Google is changing algorithms constantly and for improved user experience. SEO professionals used to be technically competent but now they need to create high quality content to amplify the efforts. They also need to work with the website designers and bloggers so to speak.

 

Q: Does being first to the game give older online websites more advantage?

A: Older websites have many problems such as bugs and fixes. Their roadmaps require replatforming, taking up considerable time. In the meantime, new websites with search engine optimized pages can jump up the page rank pretty quickly. On the other hand, older websites have more inbound links built over the years. Whether those links work or not is another issue. Some of the linked websites may no longer exist; an SEO has to spend time cleaning it out.

 

Q: Are guest posts spam?

A: Many guest posts do not add value except for a link back to the poster’s website. Google sees some guest posting as spam and will penalize accordingly. There are high quality guest blogs that benefit the website where it is posted; it depends how the post is written.

 

Q: Is onsite SEO still relevant?

A: Onpage SEO is still important for meta titles, site architecture and menu navigation, internal linking, sitemaps and meta robot tags. It is there to help Google interpret the structure of the website. Creating onsite content involves pleasing the reader first and foremost.

 

Q: What tools for SEO would you recommend?

A: GetStat is a great ranking tool which allows you to monitor many terms for rankings. This is recommended for enterprise SEO where country level rankings and knowing the landscape of terms is important. The tagging feature for keywords lets you see where a drop in ranking is coming from. Screaming Frog is good for site crawling and Deep Crawl as well. Majestic SEO and SEMrush are great for off page analysis.

 

Q: What will Google do next?

A: Google will try to find the most relevant websites for their users.  With the huge number of well optimized websites Google may overhaul their algorithms to rank the more authoritative ones higher. One of the changes I foresee happening is authorship. This means authoritative content from an online influencer. Becoming an online influencer takes time and authoritativeness is hard to manipulate. Links can carry heavier weight when coming from an authoritative author. Only time will tell!

 

Q: How can one stay on top of changes in SEO?

A: Subscribe to SEO industry website RSS feeds and join in the conversion on Twitter with other SEO experts. There’ll always be dissenting opinions about SEO and that’s good. Learn as you do SEO for your own website.

 

 

 

Gain Customers Through Social Media Marketing

You business can gain loyal customers through correct social media marketing

With more than 2 billion social media accounts in the world, and 47% of internet users on Facebook, social media is a big deal for marketers. The reach of social media marketing is perfect for both online and offline businesses. You can create a social media account for your business and use excellent content marketing to keep it alive and growing.

No business marketer can ever deny the value of a loyal fan base. People are bound to generate large revenues (lifetime value LTV) if they are loyal to a certain brand. That is why every marketing agency tries to connect with leads emotionally using digital marketing ideas. Social networking is an excellent way to connect emotionally with customers because it is intrinsically human to interact with one another. Social media marketers tries to understand human motivations, interpersonal relationships and behaviours in such settings. They then apply the insights to socially targeted marketing.

Social media marketing practices that will improve conversions

Social media marketing has the potential to reach a wider online audience than ever before

The common perspective and the reality

For nearly all the new startups and online businesses, social media networks is an integral part of their marketing strategy. ‘Go where your customers are,’ is the popular saying, but what does it actually mean? In 2015, as shown by statistics, many people are active on social media networks. In order for businesses to reach potential customers, they have to roll up their sleeves and work hard on creating their social media personas. Oreo on creative social platform Vine and Ikea on Pinterest are just some of the brands that leveraged social media successfully to gain more conversions.  The common perspective in 2011 was that social media is a temporary fad and large companies were unwilling to invest much money on social media marketing. The tables have turned by 2015 when research by Econsultancy has shown that 71% of brands plan to invest more in social media to build brand equity. Convince&Convert recently published a study showing that 53% of Americans make purchases from the brands they follow.

Social media marketing can enhance the brand image and customer service

How to create loyal customers

A loyal customer can give you more benefits in the end than you can ever calculate. He/she leads to the generation of a steady stream of leads. You get more referrals and brand mentions. It is sort of a chain reaction in which you can trigger one person to attract many.  Follow these tips to get loyal customers.

1: Provide an excellent customer service

Customers cares only about how you treat them. Even if you do not provide the type of product they need, a courteous business manner can influence them in making a purchase. According to Forbes, 71% of customers that end a business relationship is because of bad customer service. It is therefore important to make them feel secure and cared for. Social media lets you communicate with customers in real time. This allows you to understand their problems, respond to them in a timely manner and come up with solutions.  It also lets others know how much you value your customers and thus create a positive feeling towards your brand.

2. Interesting and useful posts

Attract potential leads towards your profile by creating highly creative or informative posts and articles. These posts should be interesting and easy to read as people are becoming increasingly indifferent to advertisements. Moreover, your content should be full of information about your product or services industry. The aim of creating useful posts is to get the content shared across the social media channels. The wider the audience reached, the more leads that will be generated. Widespread sharing of your posts create strong inbound and outbound marketing. It is more helpful than SEO.

3. Improve brand image through social marketing

When you know your customer’s perspective of your products, you can easily formulate targeted marketing strategy. You can remove the flaws in your marketing or else display your product in a way that is more socially acceptable and appealing for the public. This will get you more audience, traffic, and ultimately more loyal customers. Learn what are the demands and expectations of your customers to fulfil them and gain their loyalty.

4. Explain your products

Social media is an ideal platform to explain about your products. You can let everyone know about the benefits it provides without boring anyone. Interesting interactive posts and instructional videos can easily get you attention and loyalty of many. Creating tutorials, power point slides and guides can add to the information for your customers and help facilitate customer conversions.

5. Focus on networks that fits your brand image

Social media networking across different platforms can help your brand reach the right audience

When 22% of Americans use social media multiple times a day, brands cannot afford not to appear on several different networks. Choose the ones that are best fits with your audience and brand image otherwise it will be wasted effort.  For brand awareness, Facebook and Instagram works well (especially if your brand sells using a lot of visual content). Vine, Vimeo, Tumblr, Pinterest, LinkedIn and Twitter are other networks your brand should consider depending on what you sell.

6. Create content that supports your brand image

Sometimes, brands forget they need unified content across different networks. The content message has to be consistent but it does not have to be the same content. In fact, creating the same content across different social networks is a waste of time and shows lack of effort. What brands need to focus on is creating a good variety of cohesive content. If you are a serious company, posting light hearted gifs on a Tumblr account might not be cohesive with your brand and confuse your customers. Customers are mostly likely to convert when they trust the brand and the image that they project.

7. Using visual content to convert

Content with images receive 94% more views than text alone and prospects recall brands better when there is more visual content. Use images that are cohesive with your brand image and A/B test the effectiveness of visual content in different social media platforms.

8. Leverage the influence of social media influencers

Establishing your brand’s authority in your industry and gaining the attention of potential leads take time. You can leverage the audience of social media influencers by tagging them, writing about them or citing their works. Kindly ask the permission of the influencer if you are unsure. In order for influencer leverage to work, you need to create consistently great content.

9. Paid social 

Paid social ads can generate more leads and lead to conversions for your brand. Diminishing organic reach on social platforms such as Facebook means that brands have to pay up. Social media campaigns and contests now appear on social media and the most effective ones offer value.

10. Strategic Planning

Many people think of social media as a vague marketing method. The vagueness comes from not being able to measure the ROI for things such as social engagement and reach and lots of time spent on trial and error. Without a social media strategy in place, it can be frustrating. Decide your goal for social media marketing, be it conversions, influence or brand awareness and refine your social marketing to meet them.

 

Fashion bloggers are influential to the purchasing habits of consumers

The Branding Power of Fashion Bloggers

Influential Fashion Bloggers

What do fashion bloggers Chiara Ferragni, Nicole Warne, Aimee Song, Leandra Medine, Garance Dore and Emily Weiss have in common? All are known names in the fashion sphere and all wield enough branding power to influence many millions of consumers.

Just recently, SocialBro found that the most influential fashion bloggers had more sway on consumer purchasing decisions than some celebrities and internationally recognised fashion brands such as Vogue. With millions of followers on Twitter and visual rich social media platforms such as Instagram, fashion bloggers do influence the way women and men shop. In an era where peer to peer recommendations and social media engagement matters, fashions blogs reach wider audiences than some advertisements can.

Fashion bloggers can help brands generate revenue

Fashion bloggers with millions of followers have the power to drive traffic and conversions when fashion brand links are placed on their blogging sites. Brands such as Hugo Boss, Louis Vuitton, H&M, Piaget, Dior, Gucci and Dior have already collaborated with fashion bloggers to tap into this huge potential. Fashion bloggers are a business unto themselves; the most influential blogger of 2015 is set to make $9 million.

Fashion bloggers such as Medine can add to a fashion brands appeal and revenue

It is estimated that a collaboration of River Island with Man Repeller could expand River Island’s audience by 223%. Brands like H&M and Topshop have already seen their cross over audience increase by 26% and 25% respectively. If there is anything fashion brands can conclude by looking at the success of fashion bloggers is that a partnership can generate revenue. It is thought that Armani, the high end Italian fashion house could expand their online audience by 25% if they collaborated with fashion bloggers.

Clamouring to colloborate with fashion bloggers could be the savvy move fashion brands are looking for to connect with millenials or anyone on social media. Fashion is a particularly competitive industry where perception can make or break the brand. Customers are much more discerning than before, choosing to believe peers and influential social media personalities than ad campaigns on magazines. According to statistics, 84% of customers would choose word of mouth and peer recommendations over advertising, something that brands can no longer ignore.

 

Google buy button will make shopping impulses easier to satisfy

Google Buy Button For Shopping Ads

Launch of Google Buy Button

On May 15th this year, the Wall Street Journal reported that Google will be launching a buy button for its search engine.  The WSJ speculated that this move will pose a threat to eBay and Amazon, both huge online purchasing platforms most consumers in the UK and US use. Now, according to Google’s Chief Business Officer Omid Kordestani, the buy button is imminent and will take impulse buyers straight to the product’s check out page on Google.

Google Buy Button will appear on search results

The significance of the buy button is that it will appear in search results instead of on the actual home page of eCommerce sites. The transaction length between browsing and purchasing will be significantly shortened and make Google search engine the preferred place to place all orders for purchase. Making purchasing easier for consumers mean one thing: more purchases being made for the good of the economy.

Google buy button may help generate revenue from location based searches

From 2014 to 2015, the number of location based searches on Google has doubled, which means increased revenue for Google when retailers vie for prominent positions on location based search results. Kordestani noted that despite the rise in online shopping, only 10% of purchases were made online. The launch of the Google buy button will make it easier for consumers to load their online shopping trolleys.

Contrary to popular belief, the Google buy button will not clutter up the search results. Only paid product listings will show this buy button next to their listings. For consumers searches on mobile devices, they will be taken to the Google webpage where they can place an order and pay.

 

Fast Growth of Mobile Marketing

Global mobile users statistics 2015

2014 was the tipping point for the number of mobile compared to desktop users

Every where you look, people are using smartphones, tablets and hybrids to keep connected with the world around them. The Digital, Social and Mobile survey conducted by We Are Social in January 2015 shows that 3.6 billion people use mobile devices with a penetration of 51%. In that same survey it was found that there was a 5% increase in the unique mobile users from January 2014 to January 2015.

According to GO Gulf Web Design Dubai, conversion rates on mobile devices is 300% that compared to a desktop. Mobile devices already accounts for a third of all sales transactions online around the  world and the figures point to growth for 2016 and beyond. In the State of Digital Marketing 2015 infographic, it was found that 80% of people primarily accessed the internet using their smartphones.

Implications of mobile marketing growth

Mobile marketing is taking over desktop marketing. What are the implications for marketers and brands?

1. There will be an increased investment in mobile apps

The Adobe Mobile Marketing Survey 2014 found that there has been increased investment in mobile app development. Although it is possible for brands to market using Facebook and Twitter (there are 1.2 billion Facebook monthly active users with 30% only ever logging in from a mobile device), marketers will want to write their own code for apps. A mobile app has the advantage of being user friendly for customers and for data collection, targeting, location tracking and push notifications. Customers will be notified immediately when a special offer or advertisement is published; it is hyper targeted marketing.

2. Created for mobile users

Mobile marketing requires responsive design and mobile first features

The tipping point occurred for mobile when the number of mobile users surpassed desktop users (ComSCORE, 2014). The implication of this statistic is that marketing should be focused on being mobile first. A mobile-first approach includes mobile responsive website designs, touch friendly ad banners, optimally placed CTAs, QR codes and other ad placements.

3. Marketing based on location

mobile marketing can use more GPS and geofencing to target prospective customers

Real time location based marketing is a powerful method to target customers. The technology requires GPS and geolocation; there is insufficient advances in this area so far. Location based targeting is different from check ins where the customer does not receive ads prior to checking into a location. Implemented properly, location based marketing can track customers and adopt different personas for ad campaigns. Customers can be notified of special promotions when they are in close proximity to a venue. There is greater scope for interaction and customer conversions when the mobile technology senses a lead.

4. Personalised for mobile

The close proximity of a smartphone to their user makes this more personal compared to tablets and laptops. The ease of access implies faster intake of information. 76% of people in a survey by SAP 2014 said that they were more likely to read a message delivered via SMS and that SMS was the best way for businesses to contact them.  The psychology behind mobile marketing is increased personalisation. Getting the mobile user’s attention using their name, recent purchases and updates on discounts are all examples of mobile personalisation. Allowing the mobile user to opt out and disable notifications when in different time zones should be considerations.

5. Payments via mobile

Mobile security and customer’s perception of mobile security has been increasing in recent years. Mobile payments are now completed through mobile apps when the customer finds the product in store and there are many retails outlets that participate in mobile payments. PayPal, Apple Pay and Google Wallet are the mobile apps available in 2015 but marketers are interested in customers paying through their own apps. Mobivity, a patented technology that drives sales, has projected a 60% increase in mobile payments for 2015.

6. The serious matter of privacy

Any device that collects data will be vulnerable to hacks and other privacy breaches. A mobile app contains a lot of sensitive data which is why customers are reluctant to opt in. Sometimes, the benefits will override the risks, such as personalised ads and promotional offers. Customers are willing to hand over data only if the marketing is clear about what will be done with the data and if there are parameters of data usage. Difference Data Protections laws should inform mobile marketers about how to deal with sensitive data.

Conclusion

Mobile marketing is growing fast and will disrupt the way ecommerce companies target and advertise to customers. The statistics supporting this growth should give marketers plenty to think about in the coming years. Mobile marketing is no longer a matter of speculation-it will happen and it will be led by customer demands for mobile friendly shopping.

 

 

Mobile Search ads on Google are shown to be effective for retailers

Mobile Search Ads Are Doing Well

Mobile Search Ads Are Effective For Retailers

According to mobile search findings by Google, people were more likely to follow through with a purchase on mobile search ads than desktop search ads. If anyone has enjoyed concrete results, it is giant retailer Target, who saw customers making a purchase through 33% of their mobile search ads on Google.

The success of Google mobile search ads has increased retailer’s confidence in placing ads for smartphones. Hundreds of retail stores have seen an increase in purchases after putting mobile search ads. Kristi Argyilan, a Target store senior VP has commented that,“We know from Google’s store-measurement data that our mobile search ads greatly influence in-store sales.”

The other advantage of mobile search ads is their relative affordability compared to other desktop ads. Many retailers assumed incorrectly, that customers would never follow through with purchases on mobile device. If recent data from Google is anything to go by, mobile search ads are currently an affordable and effective way of getting users to buy in stores.

Once retailers realise the effectiveness of mobile search ads, the prices of placing such ads will increase. Indeed, the price of mobile search ads are increasing every year.

How are connections between customer and in store purchases made?

Mobile search ads customer data works using cookies on the user’s phone web browser. It is important that the user accepts cookie in order for the ads to work. When a smartphone user clicks on a mobile search ad, the cookies stored on their web browser can be matched with that user’s email account. The associated account details will be used for making connections between the purchaser in store and their email addresses.