As spending on digital channels increases, so does pressure on marketing teams to prove and improve ROI; and that can be a challenge. Benchmark data such as CPL (cost per lead) and CPA (cost per acquisition) help take the guesswork out of decision-making by enabling teams to optimize for what’s really driving leads, customers and revenue.
Call conversion measurements are very important as more people respond to ads through their Smart Phones. Meaningful measurements for Call Conversion include a) the marketing source b) the caller’s path through your website c) who the caller is (phone number) d) time of day - Using different telephone numbers assists with granular tracking of responses for companies with a diverse product mix.
Tracking the result from the call (did it produce a sale, inquiry, visit, etc.) together with the callers telephone number is a must do activity for your business team. This information can be matched with analytics data to provide insights into the effectiveness of phone response to ads. Read a good supporting article here
We bring to you our updated research on successful Digital Marketing Models.
This article by Joe Wozny was published in the PR News Guidebook 'Google for Communicators’ .
Social media influencers are the latest advertising craze for brands and of course the use of Facebook, Instagram, Twitter, and Snapchat as their platforms is what often comes to mind. Social media platforms can’t be ignored because of the sheer amount of time consumers spend on them - the average person spends 15 minutes per day on Instagram alone …but the influencer content from social networks does have shortfalls.
This article provide a number takeaways to consider for your SEO strategy. The goal is to build a solid baseline of authority and trust with your website, providing definitive content/answers for the questions your intended audience is asking, beginning with targeting low value content and then competing for higher-value terms once your content authority is established. This requires an investment in building quality content and matching link acquisition strategies to the stages of your growth. Keep in mind that as website traffic grows, expectations and goals will also grow.
Welcome to the world of retargeting, aka remarketing. This feature has grown in popularity and acceptance over the last few years. This article looks at how retargeting works, and which platforms offer retargeting options through their audience settings. Our goal is to provide insights about retargeting so you can decide when/if it can be effective to use in your advertising efforts.
From Google’s reliance on artificial intelligence to the much-awaited Google Penguin, the SEO landscape has seen a lot of developments. Our perspective of the top trends and shifts include:
Chatbots. We’ve all heard of them. But if you are like most busy people, we’ve given little thought to them. According to Microsoft’s CEO Satya Nadella “Bots are the new Apps”. And cases for where bots are starting to be used “effectively” to make online interactions easier for customers, are appearing.
Instagram Stories ads are now available to all businesses looking to reach the 150 million people who use Stories daily.
Over the past year the SEO industry is observing a change in how pages are ranked by Google’s core algorithm (including Google’s RankBrain machine learning elements). It appears that pages which have high visitor engagement are rewarded with higher search rankings.