When developing a website it is important to take into consideration of how your users are going to interact and navigate around the site, and what possible effects can be had on the websites search engine results. This has a growing importance for Search Engine Optimization.
Creating engaging online content that is relevant for readers and encourages them to learn more about a company’s products and services is no easy task. Businesses have to know their customer well, and be tuned into what they want. This used to mean an obsession with targeting a certain demographic with advertising and websites with a focused message. This approach has become stale and almost obsolete. To stay competitive in online marketing you need to focus on the humans that are reading your website and buying your products, not just on statistics.
“THE PENGUINS ARE COMING! THE PENGUINS ARE COMING!”….. (Well just not yet)
If a recent article from Search Engine Land is to be trusted we are on the verge of launch for one of Google’s largest and latest search algorithm changes Google Penguin... but not until 2016. So what, if anything, do you need to know to make the most of these algorithm changes next year?
Why is it important to report on digital marketing performance at all? Your boss is on your case, you’ve got campaigns running on 5 different platforms in 3 different mediums, your sales team is working hard on new leads, and your budget meeting is at the end of the week. As Marketing Managers we all know the pressure and challenge of showing your marketing department’s continued value to the company. Sometimes it’s less of a problem delivering the value, and more of a problem making your boss see it. Reporting has become a must-have skillset for successful modern marketing professionals and one which scarcely few Marketing Managers seem to be overly confident about.
Many business owners experience sticker shock when they look into the investment for digital marketing and online advertising programs. It's understandable.
“Captain’s Log, Stardate 150522.04: TheMothership.com has arrived at a previously undiscovered planet with amazing potential for new trade. However, the local population runs in fear every time we try to bring theMothership into the atmosphere. It appears to be too big for their comfort and they’re concerned we’ll flatten them if we attempt to land. So, we changed tactics and used the smaller shuttlecraftMicrosite to take down a limited landing party and diplomatic relationships are progressing as we’d hoped. No longer overwhelmed by the vastness of our Mothership, they’re able to focus on the benefits of our new widget. I think it’s safe to say that we’re on our way to converting another world to our products.”