How the behavior of search users is evolving
Google handles 2 trillion searches per year, but the way people are using it is changing. Last year we saw the shift to mobile pass the tipping point, with over half of searches coming from mobile devices. It was this shift to mobile that prompted one of the biggest PPC changes of 2016; the removal of side ads. As you can see from the infographic below, this has mostly boosted clicks on ads that appear at the bottom of SERPS, although also has meant more clicks on the top ads as well.
Thanks to JBH for creating this infographic…
How to survive digital transformation
I'm not sure we should be encouraging people to think of digital transformation as armageddon scenario, but then again it does bear certain similarities. It's hard work, and keeping your team united is key to success (or that's what I'm lead to believe by all the survival movies I've seen).
When you're working on a digital transformation project, anything that can go wrong probably will. It's a difficult task, so it makes sense to get some help. In fact, Gartner research shows that digital transformation initiatives only have a 30% success rate, so most fail. To make sure yours doesn't, it might be wise to have a read of tfm's new Digital Transformation Survival Guide.
Thanks to tfm for publishing this infographic. If you want more advice on managing the digital transformation process, expert business members can download our …
Online Video is maturing, and often delivers higher ROI than TV ads.
The way people consume media is changing. Traditional TV is down, desktop is plateauing. People are canceling their cable TV subscriptions, but are signing up to streaming services like Netflix or Amazon prime in droves. Mobile is exploding and online video is enjoying a huge surge in popularity. YouTube has over a billion users, and that number is growing over 40% per year, with revenue growth up an even more impressive 50% over the same period.
This is starting to mean that YouTube is becoming more effective (or at least more cost effective) than TV when it comes to video advertising. A dutch brand called Landliebe, which focuses on dairy products, studied it's ROI on both TV ads and YouTube ads, to discover which form of video advertising was more effective.
A 20-second spot ran on several German TV channels, while…
Addressable media is the future of advertising
North America leads the world in many things; obesity rates, moon landings, car ownership. But what about targeted ad spend? A new study of 350 senior marketings in North America shows how people based marketing is growing and the results speak to its effectiveness.
What is people-based advertising?
People-based advertising, also known as addressable media, is a bit of a buzzwordy term that essential means showing adverts to the exact people you want to see them, rather than just audience segments determined by demographics.
Technology has now advanced to the point where ads can be delivered on an individual basis. Advertisers can now buy audiences instead of programs. There is no need to forecast who will be watching. There is no need to experience the wasted reach associated with spot buying. The system determines audience composition in real time and then chooses the most appropriate ads. Each individual advertiser…
Showing the huge impact of mobile marketing across web, social, display and email
The rapid rise of smartphone and tablet adoption has affected almost every aspect of digital marketing. The impact ranges from the most recent Advanced Mobile Pages to Google's smartphone search results through to the lower conversion rates on smartphones, use of social media on mobile and ensuring that our emails are mobile-friendly.
In our latest infographic with JBH Marketing, we've brought together all the most important changes in a single infographic to highlight the areas needing attention. The tipping point has now been passed, and large sites like Google and Facebook are now seeing a considerable majority of their traffic coming from mobile devices.
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Research showing the importance of connecting with influencers to support your business goals
Reaching out to 'influencers' who will share your content and be Advocates of your brand is key. It's about finding the influencers who fit your brand, resonate with your content, will be positive and have 'authority' where they are socially hanging out. At the same time, we must be realistic with who we engage with and what we can share. It's not necessarily about following those with the greatest Klout or Followers - its relevance, credibility and fit for your business.
Theshelf.com's research highlights these key points and the importance of connecting with Influencers.
92% consumers trust influencers from third parties and influencers are supporting businesses in achieving their goals; whether it's for SEO, Brand Awareness or to boost their sales.
Read further, to find out their 5 tips to driving a successful influential reach strategy.
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The key trends and channels for travel marketing in 2015
This seasonal infographic created by our partners JBH Marketing gives an interesting overview of travel marketing. Of course, digital marketing is now an important channel for marketing different types of destinations and packages. Holidaymakers are increasingly turning to digital to book their holidays rather than using high-street travel agents. This infographic looks at consumer behaviour in selecting holidays and the channels that are important.
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Strategic social media mistakes
It's good to see an infographic which focuses on 'strategic mistakes' and covers more than the social media tactics. How many of us are still manually posting content or our managers are measuring our social media content based on the 'quantity' of followers rather than the 'quality', results and their profile?
Thanks to Jason Squires for bringing these to the forefront of our minds, as many times we are aware of our mistakes but may feel captured in a web which we can't escape from, due to resources or other challenges.
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A reference for designers and social media managers to check their social presence
Prohibition HQ's cheat sheet can save you valuable time if you are looking to optimise your videos and pictures/headers across your social media platforms and not sure on the format and the dimensions for each one. With so many different social streams it can be hard to keep them all optimised to look as good as possible. However it is important to make sure all your accounts do have images with the correct images. If you don't they can look blurred and unprofessional. So this infographic can really help you keep track of what sized images you need for each site.
Have the specifications handy
Like content, it should never stay static on social media, so it's a great infographic to pin on your wall to remind you of the specifications. It covers all formats across 12 social media…
Research shows that still 59% of Twitter users are not receiving any response
Brands understand that social media can support their customer care programme if it's well-resourced and they have a clear strategy according to this Social Media Customer Service 101 infographic from West Interactive which focuses on Twitter customer service. It's working well for leading brands such as Nike and you may have seen Nationwide are promoting Twitter for customer support on their current TV campaign in the UK. Though how good are brands at providing a good user experience across their social media channels as '17% of consumers expect this media as a channel for responding to their customer service questions'.
Companies who are succeeding with social media as a channel for managing their customer service…
