According to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses. Wikipedia expands on that definition further, explaining that digital marketing is marketing that makes use of electronic devices such as personal computers, smartphones, cellphones, tablets, TV, and game consoles to engage with stakeholders.
When I delved further into the topic, I came upon a few articles that stated, “Digital Marketers Are Facing a Crisis”, and “Digital Marketers Are Headed For a Wipeout”, explaining that there is a skills gap in the global industry, and that marketers don’t completely understand the technology behind digital marketing nor do they know how to successfully craft and execute a digital strategy or measure ROI.
Almost a month ago, I talked about the coming changes that Google had announced it would be making to it’s search engine results. Next week, Tuesday to be exact, Google has said they will be changing their search algorithm so that mobile friendly will become a ranking factor for search engine results. Specifically, they said they will expand their use of mobile friendly as a ranking signal. Continue reading
Adwords is Google’s paid advertising platform where you pay when someone clicks on your ad. Showing up in the search results is technically free; you only pay on the click, hence the term pay per click (ppc). You set limits on how much you want to pay per day but the price you pay per click is determined by a bid process and you have no control over that. Continue reading
Mobile marketing, that part of your marketing strategy and budget, focused solely on mobile search is going to change in the coming year. If you already have a responsive site, that’s a great start but if you want to survive and thrive in the mobile space, you are going to need to have a strategy that includes mobile but does not forget the traditional platforms – we call that integrated marketing.
Google has said that in 2015 mobile searches will account for more than half of all searches. Consumers are spending more time interacting with their brands of interest on mobile and they are feeling more comfortable looking for information and answers away from their fixed devices.
I consider myself to be a very good handyman, able to repair just about any household item and having built a number of structures. Our refrigerator was making a clicking noise when the door was opened and nothing I could think of appeared to be the cause. So time to go online and see what I could find out.
Of course, because I was pretty certain I could fix it, I started looking for the parts catalogue so I could see the exploded breakdown and make a reasonably educated guess as to the offending part. I did find the parts catalogue and also found a couple of videos (from one of the online appliance parts stores). I decided that it could not hurt to have a look; might even learn something. Continue reading
Steak, sizzle or that full feeling?
One of the principle of selling talks about finding the need behind the need. Not necessarily what the customer says he wants but what does he really need. The key point is if we don’t ask the question, how do we know? We need to engage the prospect in a conversation before we tell them what they need. What is it that my customers want? How do they want to feel after they use my product?
The movie Field of Dreams was a good movie in my opinion, as it entertained me with a good story for a couple of hours, but the fact is it was fiction. The concept of “build it and they will come” doesn’t apply to your website.
Build it and they will come
Creating a new website can be a good start, but that doesn’t mean search engines like Google will rank it well and that people searching for your type of business will find it or buy from you.
Let’s look at it this way, if we build a baseball diamond on a farm somewhere outside of Winnipeg and expect people to know about, just because we built it, do you really think people will just show up?. I doubt the Winnipeg Goldeyes would show up, never mind the Chicago Black Sox.
It’s important Continue reading
It used to be that if you tell 10 people and they tell 10 people, and so on, soon 100 people would have been told. It took a while, certainly not measured in seconds, but eventually it got out. Today, with the onset of social media and the pervasive use of online and mobile technology, the same principle still applies but it happens at light speed and is only limited by the number of contacts a user has; most are a lot more than 10. Continue reading
When your brand is used as a transitive verb, adjective and participle, I believe it can be unequivocally said that you have reached the highest status of brand recognition.
The absolute monopoly Google has over what we know and the access to information came to light the week before last when Google suffered a service outage. I needed to look something up, went to Google it and became completely lost. Google was down. The path to the knowledge highway was inaccessible. This short outage resulted in a 40% global dip in traffic. In my long Internet career, this was only the second time that Google had failed me. The first being when I tried to find a version of a childhood memory of “A Quarter Has a Caribou on it”, and now this. Continue reading
Several years ago, some of our industry pundits were indicating that the traditional methods of advertising and marketing were no longer of value and all of your marketing spend ought to be put into social and online efforts and something called community based marketing.
While it is true that more and more buyers are doing their research online and gathering the information they need to help make a buying decision, and some even buy online, staying top of mind means being seen and heard in a variety of formats and places.
Today, it is all about creating and maintaining awareness of your company, its products or services and how they can help the buyer with their emotional and logical needs. The challenge is that attention spans are getting shorter and shorter and you now have only seconds to register with your future customer or they will move on.