By Susan Frech
Omni-channel marketing seeks to provide the consumer a seamless shopper experience whether in-store, online, desktop or mobile. Retail marketers like Starbucks, Sephora, and Crate & Barrel have made moving towards this goal a priority, investing in processes and platforms to ensure consumers enjoy a familiar and consistent interaction whether brick, click, swipe or scan. As this continues to become the norm, consumers will expect frictionless interactions with all brands.
This sets the bar high for CPG marketers, where a seamless experience remains a challenge. Some marketers are making strides because they’ve adopted an integrated approach to consumer engagement. Others who keep their marketing teams siloed and focused on short-term reactive programs will struggle. Social Engagement, Shopper, Influencer, CRM, Loyalty and other touchpoints aren’t united around the customer, decreasing efficiencies and sending multiple, conflicting, or inappropriately timed messages.
The silos that companies insist on organizing around are meaningless to the consumer. Omnichannel? Touchpoints? Consumers don’t think that way. To them, there are no channels; there are no boundaries. Just one brand experience. And often it’s not a good one.
By John Rampton
Over the next twelve months, Google will be rolling out their mobile-first index, and eventually moving it to be their primary algorithm for search engine results. What does this mean? The short version is that if your brand isn’t presenting well on mobile devices, your SEO campaign is hobbled.
This development shouldn’t come as a surprise to anyone – after all, over 60% of search engine queries are submitted on mobile devices. That number is only growing as mobile devices, apps and friendly websites become more robust, useful and affordable. The effect of this is that brands must migrate to where their customers are. Just as you wouldn’t pick a brick-and-mortar location that wasn’t popular with your audience, if you ignore mobile marketing and advertising, your customers will pass you by in favor of more available and visible brands. This applies to every industry, from the more obvious e-commerce brands to lawyers and safety training companies.
If you’re worried about getting left behind, it’s okay! There’s still time, and the sooner you get your mobile presence in working order, the better. Here are three steps you can take to achieve mobile SEO success.
By Gavin O’Malley
The “m” in m-commerce doesn’t stand for massive. Yet, judging by the sharp growth in mobile shopping, it seems a suitable substitute.
In the fourth quarter, in fact, m-commerce spending — on smartphones and tablets — reached $22.7 billion, which is a whopping 45% rise, year-over-year.
That’s according to fresh quarterly findings from comScore, which shows that mobile still has a way to go before catching desktop commerce.
During the quarter, consumers spent $86.6 billion on their home and work PCs — up a more modest 13%, year-over-year.
Overall, mobile accounted for 21% of total digital commerce dollars in the fourth quarter of 2016, which marked mobile’s highest recorded share of online sales for a single quarter since comScore began measuring m-commerce back in 2010.
By Allen Nance
Consumer expectations have increased tremendously with the evolution of the Internet. In recent years, we’ve seen digital channels transform and grow as consumers expect more personalized connections with brands at all levels across multiple channels. Consumers are no longer interested in simply buying a product. With every purchase, consumers expect to engage in a personalized experience. As a result, marketers are now pressured more than ever before to place a heavy emphasis on engaging the consumer throughout the entire journey. In 2017, I believe the promise of marketing automation for omni-channel will empower marketers to successfully rise to this demand, which will allow for a greater focus on customer centricity and fostering growth of brand loyalty.
The rise of digital channels and the new opportunities they introduce to marketers has changed the game in the marketing world – drastically. Marketers should be ready to take full advantage of what’s possible. Every business should be working to unify its brand’s voice across all channels – from websites and social media to mobile apps and email. Brands that neglect to do this will be forgotten in the New Year.
To stay ahead of the curve in this competitive landscape, marketers must leverage the opportunity intelligent automation offers to connect with audiences on a personal level and unify messaging and customer experiences through an omni-channel approach.
According to the CMO Club, 55% of companies have no cross-channel strategy in place. Marketers need to take note and understand the vital role omni-channel marketing plays in enhancing the overall customer experience, which will lead to increased brand recognition, satisfaction, and loyalty.
By Richard Smith
Mobile marketing is the newest way of approaching social cohesion and 2017 will see this concept grow beyond proportions. While mobile has taken over the pedestal as the primary source of content reception, there is a slight twist to how mobile marketing should be approached— at least on an entrepreneurial scale. Therefore, if you are already working on a mobile-centric strategy for your business, reading this post can surely help you modify certain areas by monitoring the landscape in a better way.
The popularity of smartphones can be gauged by the frequency of launches and the usage pattern— even at public places. Mobile marketing, has, therefore taken a center-stage as businesses can reach customers without having to worry about the timing. A mobile user is always alert and so should be the companies catering to him or her.
By Gary Eastwood
Last night, I was cooking dinner and then wondered what NBA games would be on national television. I grabbed my phone, but rather than typing “NBA TNT” on my browser, I asked the Microsoft Cortana and promptly got the answer I sought.
Moments like these are an example of how voice searching has grown in popularity thanks to the development of virtual assistants like Cortana, Amazon Alexa, and the newer Google Assistant. These virtual assistants, combined with how mobile search has become more accepted, means that searching is now a constant presence in our lives and not just something we do behind a computer.
This change in how we search affects how businesses and digital marketers need to attract attention online. While the old strategies of SEO and keywords are still important, voice searching is different from typed searching. Marketers needs to understand those differences and adjust their strategies by placing a greater emphasis on providing an answer to customer inquiries or concerns.
By Tim Maytom
Facebook has agreed to provide information about the ads it displays via its platform for an independent audit by regulator the Media Rating Council (MRC).
The decision comes several months after the company admitted to overstating results on several key metrics which it provides to marketers, agencies and brands.
Among the artificially inflated metrics were average user time on videos, which discounted any views under three seconds, overestimating the view times by between 60 and 80 per cent. Since then, errors have been found with the average reading time of Instant Articles, the rate of referrals reported by Analytics for Apps and a tool which estimates an ad’s reach during its creation, among others.
Facebook initially announced that it would release internal corrections in the form of a regular ‘metrics report’ without allowing independent verification, but now will provide exact figures to the MRC.
In addition, other verification partners will be provided with data on ad impressions for campaigns on both Facebook and Instagram, with millisecond-level in-view and duration data for display ads shared.