Tag Archive for: Digital Marketing 2016

8 Fun & Noteworthy Digital Marketing Stats From This Week

The last several days provided an array of digital marketing data points, with figures aplenty about consumers’ search habits, mobile habits, social platforms, bad ads, chat bots and more.

The following eight stats particularly got our attention.

1. Santa Claus = “totally a dog person”
SLI Systems studied more than 5.5 million consumer searches on ecommerce sites during the four weeks leading into the holiday seasons, and it found dogs are more than twice as likely to receive gifts from their owners than cats. Purr-ty surprising, huh?

2. Insta-success
On Thursday, Instagram revealed it now has 600 million users. The photo- and video-sharing app has been on a rapid growth trajectory, adding 100 million accounts in just the past six months. Check out this six-year timeline to see its quick ascent in the digital realm.

3. Publishing anarchy in the U.K.
KPMG’s recent survey of 2,000 Britons found that 49 percent of them expect to download ad blockers in the next six months. Forty. Nine. Percent.

4. Irrelevance sucks, AGAIN
Speaking of bad ads, Fiksu DSP released a study on Thursday, most notably reporting that 77 percent of consumers are likely to delete an app if they repeatedly receive an irrelevant ad. It’s the second week in a row we’ve highlighted such a stat about brands’ lack of relevance.

5. Yikes, Yahoo!
With its Verizon merger at risk, this had to be a painful admission: Yahoo said Wednesday that more than 1 billion user accounts were breached in August 2013. The hack appears to be separate from the 500 million account breach that Yahoo reported this September, and it follows a history of security problems for the digital company.

So, Yahoo has 1.5 billion accounts? While there are obviously individuals with multiple accounts, just for fun, let’s imagine every user only has one: That calculates to 20 percent of the world’s population.

6. The potential marriage, by the numbers
This year, according to new eMarketer numbers, Yahoo will get $2.98 billion in total digital ad revenue worldwide, or 1.5 percent of the global digital ad market. In 2017, Yahoo’s net worldwide digital ad revenue is expected to grow to $3 billion, per eMarketer, but its market share will drop to 1.3 percent. Meanwhile, the researcher estimated Verizon garnered $1.41 billion in digital ad revenue worldwide this year, or 0.7 percent of the global ad market.

7. Ever-expanding web of influence
Meanwhile, new research from Conductor concluded that 80 percent of marketers plan to ratchet up their investments in 2017 when it comes to online marketing, SEO and content. The study’s results suggest that digital’s years of growth will continue for at least one more.

8. Chatty folks
According to a [24]7 study, roughly 29 percent of consumers stated that chat is their preferred method to contact a retailer when shopping online, making it the most popular channel of customer service over phone and email.

Bonus stat: the smartphone era
Hey, we’re not done! A Forrester Research study commissioned by SteelHouse revealed that 3 out of 5 marketers said they would prefer a single platform for media buying.

Double-bonus stat: Hey Phelps, you rule
OK, we have one more. Adweek creative editor Tim Nudd has selected Under Armour’s “Rule Yourself” spot, starring Olympic swimming great Michael Phelps, as the Ad of the Year. It has been viewed on YouTube 11.6 million times. Check it out below.

H/T Adweek

Goodbye Keyword Optimization — Welcome To The Age of Topical Optimization

Every business should have but one goal: to be an authority in its industry.

You might think the number one goal should be gaining new customers or making more sales. Obviously, that’s what any business wants. But businesses pursuing sales are often left in the dust by the businesses who are actively seeking to be industry authorities. That’s because sales and customers are like love — they are usually found when you’re not looking!

Many businesses succeed for a time by competing on price, but sooner or later, people realize they get what they pay for. Once that happens, they are gone, and the businesses pursues the next sucker.

The cost of keeping a customer is far, far, far (far, far) less than going out and getting a new one. That means getting people in with the lowest prices is going to kill your profits if you can’t keep them. And you’re only going to keep them by demonstrating, day in and day out, that you are the authority in what you do.

And all that starts with content.

When it comes to businesses, web searchers today are often looking primarily at two things: 1) customer reviews, and 2) authoritative content supplied by the business. The former is a reflection of the service you provide. The latter is a reflection of how well you “know your stuff.”

As we know, today’s search engine ranking algorithms have a heavy focus on content. We’ve always sought to optimize content with keywords, but now, keywords matter a whole lot less than actual topical authority.

But just how do you build that authority into your site?

If you said, “Content,” you’re half-right. Yes, content matters, but not just any content. Gone are the days of sites producing truckloads of “thin” content of little value. And gone are the days of optimizing any given page for keywords and hoping it will rank. Instead, search engines are looking for authoritative content that is more topically optimized than keyword-optimized.

Keyword Research Isn’t Dead

Keyword research is not dead

Many are proclaiming that keyword research is dead, and you might assume I’ve drawn the same conclusion. I haven’t. In fact, I think keyword research is more important now than ever, if we are going to write topically optimized content.

But the focus of our efforts isn’t on finding keywords just so they can be sprinkled into the site’s content. Instead, we focus on organizing the keywords into meaningful topical groups and considering searcher intent. From that, we are able to create meaningful, authoritative content.

My company, Pole Position Marketing, performs keyword research in two phases: 1) core term research, and 2) phrase research. If you get Phase 1 wrong, you’re going to have problems with Phase 2.

Essentially, core term research entails finding as many relevant keyword topics as possible. For example, if you sell salon products, your keyword topics might be shampoo, conditioner, hair color, hair dye, acrylic nails and so on. Each of those is a separate core term.

Once we have found all our topics, we can research each independently for a more lengthy list of phrases. For example, you might find “childrens shampoo,” “full body conditioner,” “permanent hair color,” “natural hair dye” and “acrylic nail kits.” That’s just a single example for each core term. Your keyword research is likely to produce a list of anywhere from 50 to thousands of phrases for each core term.

Obviously, not all the phrases you find will be relevant for your business, and those that are can’t all be included in a single piece of content. Any attempt to optimize a single piece of content for every relevant phrase is more likely going to end up diluting your content, rather than creating a single-focused authoritative piece.

Searcher Intent Determines The Content Focus

Searcher intent

One of the things you’re likely to find when sorting through all those keywords is that different keywords have different intents. Some searchers are looking for information, some are seeking out specific products and some are just beginning to see what’s out there and make comparisons. And surprisingly, some keywords are for a different product altogether.

For example, a keyword research for “acrylic nails” reveals a lot of different intents. Most searchers using that core term are looking for acrylic nails. No surprise there. But some are looking for designs, glitter, supplies, tips, kits, powder, polish, brushes, art and primer. The first thing to note here is that we’re likely not going to produce a page focused on all of these keywords. It’s just too broad.

So that means we have to divide these up. But we’re in luck, because searchers looking for “acrylic nail designs” have about 15 different ways for searching for that. Which means writing authoritative content on that topic shouldn’t be that difficult.

The same holds true for most of the other phrases mentioned above. Each produces a small list of keywords all narrowly focused on a subset of acrylic nail searches. Each one is worthy of a page of expert-knowledge content for either a page on your site or a blog post.

Topical Optimization Versus Keyword Optimization

Topical Optimization example

So far, we’ve talked pretty much about standard keyword optimization strategies. Maybe in the past, you felt that you could only optimize one keyword per page, or maybe you were already grouping keywords together like this. So where does the whole topical optimization come in?

Let’s go back to our salon store. We listed a number of different product lines offered on the site. Most businesses want immediate optimization for each category page on the site that represents those products. For our acrylic nail section, that would leave us with a handful of keywords for content focused on our most-searched group of phrases.

And that’s where most optimizers move on. They go from the Acrylic Nail category page to the Shampoo category page to the Conditioner category page and so on. The more product lines offered on a site, the more important it is to move on so that each product line gets authority content optimized for search.

But maybe moving on isn’t such a good idea. Maybe before we move on to the shampoos, we spend some more time on our acrylic nails. Take the time to optimize a page covering each of the keyword groups within the topic. For acrylic nails, this might mean optimizing more than 30 pages and blog posts. That builds up total topical dominance for a single topic.

Yeah, that means it may be a while before you get to the other products, but that’s okay. Better to have a single topic optimized to the hilt than to have 30 topics barely optimized. Why? Because by optimizing out the entire topic, you’re giving the search engines exactly what they want. Not only will you rank for hundreds of keyword phrases, you’ll also dominate for that topic. With one topic fully optimized, you’re ready to move on to the next.

Topical optimization doesn’t mean you have to have a single page or post that covers everything that needs to be said on the topic. Not only does that limit the number of entry points, it also doesn’t necessarily help searchers to land on the page that best represents their intent.

Instead of optimizing your site for keywords and hoping to rank here and there, focus on building the site out to dominate a topic with multiple pages and blog posts.

Each page or post will target a tightly correlated group of keywords, but all built around a slightly broader topic. That gives you a chance to dominate a topic through multiple related pages, each focused on a specific visitor intent. That’s tough to beat.

Topical Optimization

                                                                                                          H/T: Search Engine Land

8 Digital Marketing Trends to Watch in 2016

Brands are always on the hunt for new ways to bolster web presence, which is why the demand for solid digital marketing strategies is so high among business owners. But keeping up online means more than implementing what’s already being done, it means staying ahead of the curve as well. Keeping tabs on emerging trends is the best way to keep your marketing campaigns successful, and your brand top of mind.

Here we take a look at some digital marketing trends you’ll want to keep an eye on as we approach 2016:

1. 2016 will be the year of HUMAN for digital marketers – Gone are the days of corporate-speak messaging and dull, boring campaigns. Videos, pictures, humor, and human!

2. Interactive Content – If “content” is the word of the year for digital marketing, then “engagement” is certainly the runner up. Simply getting your audience to show up is half the battle in an increasingly noisy world of content. The key to creating a lasting impression now relies on content that engages, and interactive content has become a key tactic in that battle. Tools such as animated presentations or real-time polls are great ways to both entertain and encourage social sharing. Moving forward you can expect to see less traditional blog posts or press releases and more interactive quizzes or diagrams.

3. Technical Savviness – This will become a necessity for digital marketers. As the modern marketer strives to understand how social, content, demand gen, PR, and SEO call all work successfully within a fully integrated marketing strategy.

4. Digital and Predictive Analytics sophistication and (effective) usage increases. By using big data to highlight trends and patterns, marketers are able to setup campaigns based on probable outcome, a.k.a predictive analytics. This means marketers are now able to use data to engage with prospects in a way that’s relevant on an individual level (i.e. displaying ads for products you’ve already been researching). That means less risk and more reward. Expect to see brands invest more into their digital marketing campaigns as their leading strategy moving forward.

5. Wearable Technology –  2016 could likely mark the shift from early adoption into mainstream for such devices, meaning a new channel of accessibility for digital marketers. From watches, hats, pants, shoes, and even shirts, everything we wear will soon be able to connect and communicate with the web. Local marketers will have a ton of possibilities as engagement options become only a matter of what’s touching your skin.

6. Hyper Personalization – Personalization has made its way into just about every aspect of digital marketing, but next year will bring a heightened use of algorithms to hyper-personalize ads. Retargeting and location targeting will pair up in more marketing campaigns to deliver a cohesive consumer experience that anticipates and responds to the customer’s every need.

7. App Development – Start to look for dedicated apps to replace mobile-optimized sites in the near future. An app serves all the same roles of a mobile site, but does so in a more intuitive and user centric way. Looking at some notable sites, such as EBay and Amazon, you’ll find that opting for a dedicated app is already becoming a standard. Look for others to start doing the same.

8. Visual Stories – The ability to craft visual stories that inspire emotion and spark the movement will help companies get noticed and amplify their message. Storytelling is perfect for driving in engagement and nurturing leads, storytelling is slowly becoming one of the most sought after ways to communicate the brand’s core message. A mix of visual and textual storytelling is all set to inspire emotions in consumers that make them interact with the business.

Which of these trends have you been already following in 2015? Which ones would you continue with in the next year? Of course when it comes to marketing trends, this is just the tip of the iceberg. You can be sure 2016 will bring about plenty of opportunity for digital marketers to take on new tactics that shift the status quo.

Onimod Global keep ahead of the Digital Marketing world trends to ensure you never miss an opportunity.  Our digital marketing strategies increase your online reach, strengthen your brand equity, help achieve stronger business results and generate greater profitability. Contact us to speak with an Onimod Global expert today.