Smartphones Dominate Searches Related to Super Bowl 50 During the Game

superbowl

Nearly 112 million people turned on their TVs to watch Super Bowl 50 on Sunday. While just shy of the record, it’s still an incredible amount of people watching the same thing at the same time. This clearly creates opportunity for traditional TV advertisers, as the commercials are almost as important as the game to some people. But data released by Google following the game suggested that some of the most important marketing actions happened off from the field and away from the TV screen.

Google analyzed web and mobile traffic during and after the big game, and discovered that mobile devices dominated the searches made by consumers that were related to the game. While this is somewhat to be expected (people typically watch the Super Bowl at bars or house parties where mobile devices would be their most readily available option for search), the results show major growth in mobile, even when compared to just last year.

According to the data from Google, smartphones account for 82 percent of TV ad-driven searches during the Super Bowl. That’s a 12-point jump (or nearly 20 percent increase) from last year, when 70 percent of Super Bowl ad-related searches across Google and YouTube derived from phones.

Despite the general belief that tablets are the future, they were the losers in the rankings by Google. While just 11 percent of searches related to ads aired during the big game happened on desktop/laptop, and even more meager 7 percent occurred on tablets. This most likely relates to the point mention earlier, that people watching the Super Bowl were more likely to be somewhere with their smartphones than with their tablets.

While we’re on the subject of SEO and the Super Bowl, Google also released a set of Google Trends data related to the Super Bowl. While the Broncos dominated the Panthers in search most days leading up to the big game, Carolina actually held sway throughout most of the actual game. This of course changed once the Broncos won the game. This has little marketing applications, but it’s interesting. And it does serve as a reminder that search chatter isn’t a reliable predictor of all events.

And there is certainly a point to all the online activity created by offline media and commercials. Savvy marketers should be trying to create integrated campaigns that can give consumer relevant and consistent information across multiple channels.

Google alluded to this in their report when they stated, “Micro-moments, when a consumer turns t a device to know, go, do or buy, happen all the time, even in front of the TV. Whether people are turning into the Super Bowl or their favorite TV show, they use their smartphone to search for information triggered by what they’re watching.

“This means that if you advertise on the big screen, you also have to think about how you negage people on the small scree. Be there, and be useful to them for all types of TV-ad-driven moments, from ‘I want to learn about that product’ to ‘I want to watch that ad again’ to ‘I want to buy that’”.

While they didn’t specifically use the phrase integrated marketing, the concept is the same. Create a campaign that reaches people through multiple channels and ensure that the channels support each other by providing information and avenues for conversion.

In its own way, the Super Bowl is a prime example of the potential power of integrated and mobile marketing. For more information on the benefits of integrated marketing read this article.

6 Easy Ways To Improve Your SEO

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Most people may not think about it, but every time they enter a search into a Google, there is a huge competition among millions of web pages to be at the top of that search. Many business owners fail to realize just how competitive the SEO between pages can get. Since most people know the basics of good SEO (e.g. using keywords, link building, etc.), business owners need to be on the lookout for any new trends in SEO that can be applied to their site. Being ahead of the curve benefits the business owner as they reap the SEO benefits that others haven’t realized yet. Additionally, SEO normally follows trends in how people use the internet, so trying to keep on the cutting edge of SEO will also ensure that a site has the features that modern consumers want. To help business owners improve their SEO and build better web experiences for their customers. Here are six easy new ways to improve your site’s SEO.

 

  1. Improve Your Website’s Speed
    As the speed of the internet increases on desktop and mobile devices, consumers have become increasingly impatient about waiting for sites to load. According to one report, most users expect a site to load within eight seconds before they leave for another site. Improving the speed of the site has several SEO benefits. As stated before, people will often leave a site that loads slowly. This increases the bounce rate which hurts SEO. The algorithm sees that whenever people clicked that link they left quickly and assumes that the content or site weren’t useful. Additionally, sites that are too slow can hinder the search engine indexing process and some of the content won’t get shown in search results. Google is even experimenting with a “slow” label that would appear in the search results for sites with speed issues. So improving the speed of the website is something business owners should act quickly to do.
  2. Make Your Website Mobile Friendly
    The growing importance of mobile devices needs to translate into actual changes to the way a website is made. Remember, Google has a separate algorithm entirely for mobile devices, which focuses on how the needs of searchers vary based on the type of device they’re using. Also Google will begin labeling sites as mobile friendly in mobile search results starting April 21st. This means going beyond having a responsive design. In fact, a responsive-designed website would probably not get the mobile friendly label. One of the criteria for mobile friendliness is that the links are spread apart enough that they’re easy to click. This doesn’t happen with most responsive designs which would shrink the size of buttons to fit them on a mobile screen. Similarly, the text can’t be too small, which happens on some mobile sites. A quick fix for many websites is to install a mobile plugin. However some companies will require an entire separate mobile site be built to offer the same functionality as the desktop site but in a mobile friendly way.
  3. Add HTTPS to your URLs
    Another trend website owners need to get in front of involves security. There have been major breaches to the security of major websites over the past few years and people are growing more concerned about the safety of the sites they use. To promote better internet security, <a href="http://www.webmarketingpros website link.com/blog/why-you-shouldnt-wait-to-add-https-to-your-retail-site/”>Google began giving SEO boosts to sites that use HTTPS servers back in 2014. In brief terms, HTTPS is a more secure way to run a website than traditional HTTP. It prevents man-in-the-middle attacks which would theoretically stymie the efforts of criminals or government agencies around the world to use sites with poor security as a means to gather information. Making the switch from HTTP to HTTPS is a little more complicated than the other items on this list. It’s easy in that all you need to do is have someone who knows how to handle the server transfer and it’s a one-time fix. And as was stated before, Google has already begun giving out SEO boosts to sites with HTTPS, so sites without it are at a disadvantage SEO-wise.
  4. Get More Social
    There are a lot of great reasons for business owners to use social media, but it’s important to remember the potential SEO benefits. Social media is a great way to build links, by getting content on the network and spreading it to others. Each time a person shares or likes content on a social media site, it creates a link because that person now has a link on their timeline that says they like the link. Social media also results in more clicks on a website. Recent studies have shown that a third of referral traffic from websites in 2014 came from social media SEO considers the amount of traffic going to a site when deciding Page Rank, so using social media to make content more popular is good for the site’s SEO. Best of all, with paid promotion, businesses can essentially pay to get the ball rolling and get their content shown to a lot of people. However, this doesn’t mean you can stick anything on social media and it will spread automatically. Effective social media marketing, even with paid promotion, takes a little bit of skill and trial and error.
  5. Blog Daily
    A surprisingly underused tactic for improving SEO is blogging. Blogging is easy to do and it can massively improve a site’s SEO. First, it gives more pages of content for the search engine to index for the site. A site with 10 pages can only target so many keywords effectively. But with a blog, each post is a new chance to target an entirely different set of keywords. Second, blogging creates content that people are more likely to engage with than regular website pages. To illustrate, when was the last time you were on Facebook and someone shared a business’s About Us page? Blog posts about Top Tens, helpful hints, surprising facts, opinions, etc.; this is the kind of content that gets shared and clicked on. And by writing a daily blog, or having someone write if for them, business owners have a better chance of creating content that spreads virally.
  6. Tell the Truth
    It’s often said that “A lie can travel halfway around the world while the truth is putting on its shoes”; and the internet gave lies an extra speed boost. Try searching Google for “truth about” and insert any controversial topic, and you’ll get a wide range of pages of the truth, half truths, misconceptions, and out and out lies. Misinformation on the web is nothing new, but people are increasingly aware of it and are searching for a way to sort fact from fiction from the sites they see in the search. To that end, Google may have a plan to include truthfulness as a ranking factor in the future. A team of Google researchers recently did an experiment where they were able to rank 119 million web pages based on the truthfulness of their content. Essentially, they checked the site for factual data (things that can be verified) and see how often they got things right. They were able to successfully rank sites and those ranking proved accurate when examined by the researchers by checking the sites. Though this was just a research experiment, the fact that Google did it suggests there may be a truthfulness ranking factor to contend with in the future (which is arguably a good thing).

As these tactics illustrate, there are a lot of new and exciting things happening in SEO and business owners need to keep up. The competition for the top ranks is fierce and just a small advantage can make a huge difference in the amount of search traffic a site sees. The techniques mentioned in this article will improve a site’s SEO and create a better experience for those who use the site.

5 Things You Should Know About Social Media Marketing

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The landscape of marketing has changed for 2016. After two years of large social media IPOs, extensive media coverage of the topic, and the general buzz of the public, no marketer should be unaware that there is such a thing as social media marketing. However, just knowing that something exists isn’t enough information for a savvy marketer to work with, especially when there is a lot of misinformation and opinion masquerading as fact on the topic. To help clarify things, here are five things that marketers should understand about social media marketing.

  1. Social Media Marketing Works
    Among marketers, researchers, and the public in general, there is broad consensus that social media marketing works. Here are a few statistics to bolster the case:
    According to E-Strategy Trends, 80% of business executives said social is “important” or “somewhat important” in marketing and branding; 74% said the same for customer service; 70% for innovation and new product/service development; and 63% for employee recruiting.
    A study from Media Post stated that 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005.
    Brandport released a study that showed 93% of online research starts with a search engine, and 68% of consumers check out companies on social networking sites before buying.
    – Social media generates almost double the number of marketing leads as other marketing channels and 74% of marketers say that Facebook is an important part of the lead generation strategy.The evidence strongly suggests that social media marketing works for businesses. Regardless of a potential difficulties involved with social media marketing, the fact remains that hundreds of millions of people use social media networks and it’s simply unwise for business owners to ignore such a large audience. More importantly it’s very targeted and cheap.
  2. You Have to Pay To Play
    .Promoted content on social network is normally inexpensive and businesses can just use it on the content they feel is most important. Because if the content is important and engaging, it’s worth it to extend the reach. One of the things that used to draw many business owners to social media marketing is that it’s free to use. While it’s possible to run a successful social media campaign without using paid content, marketers will always see better results with paid content. For example, if a particular post on Facebook reaches 500 people and has a 2% response rate, the marketer can expect 10 people to respond. However, if paid promotion is used to get the content to reach 50,000 people at the same response rate, marketer can expect 1,000 people to respond. The same thing is true for advertising on a social media channel. Rather than depending on people to randomly find a social media profile, targeted cost per click ads can ensure the right people see the ad and the business only pays when the content get the desired response (i.e someone clicks the ad). This doesn’t mean that businesses need to pour hundreds and thousands of dollars into their social media marketing campaign
  3. Get Real
    It’s important to have realistic expectations for what social media can do for an organization. Remember, it’s a website, not a mind control device. Social media marketing has many of the same challenges that traditional marketing forms encounter. When a business sends out 5,000 mailers, they don’t expect 5,000 people to call them the next day (though they would certainly love it). A realistic response rate would be around 2%. The same is true for television, radio, or newspaper advertising. Marketers shouldn’t expect social media to magically outperform other marketing channels. Similarly, if a marketing campaign isn’t working for a particular product on traditional channels, there’s no reason to think that using the same campaign on social media would produce different results.
  4. Set Goals and Measure Progress
    As with other forms of marketing, business owners need to set goals and establish metrics for measuring their progress. An incoherent marketing campaign is no more effect on social media than it would be on any other marketing channel. Establishing goals makes it easier to maintain proper focus when preparing content for social media marketing. Keep in mind to set goals that are attainable and that social media can realistically help. Depending on the industry, social media may not be the best way to sell products (e.g. house painting), but it can be used to spread awareness about the company.Establish metrics for measuring the progress of a campaign is as important as setting goals. There are a lot of ways to measure the effectiveness of social media, whether that it measuring reach, engagement, click through rates, or web traffic increases. No measure is particular more useful than another, it’s up to each individual organization to decide which metric is most important to them. What matters is that there is a benchmark that the organization can use to track its progress
  5. Keep Trying
    Social media marketing is one of those things that can be learned in minutes but takes a lifetime to master. Twitter boasts that users can start using their profiles in minutes, but much to the chagrin of teenagers and marketers everywhere, hopping on Twitter and posting the first things that come to mind will rarely make someone an internet celebrity or attract new customers. In fact, even well planned campaigns can perform below expectations. A common mistake for beginning social media marketers is that they give up too quickly when a particular strategy or tactic doesn’t work. Rather than give up, marketers should use the old maxim and “try, try again.”Remember that advertising, marketing, and communications in general can be viewed as scientific endeavors and it’s important view all results, positive and negative, as valuable data for understanding the target audience. Form a hypothesis as to why a certain campaign worked or didn’t work and then test the hypothesis in a future campaign. To illustrate, say a restaurant advertised their lunch specials every day at noon, but didn’t see a good response given the size of the target audience. One possibility is that the announcements are coming out too late for people to adjust their lunch plans. So the restaurant can try posting lunch specials at 10:30 a.m. and see if the earlier time affects the reach and response rate. If it doesn’t, then continue to hypothesize about potential factors, test the hypothesis, measure the results, and the refine the tactics.

 

Social media marketing can work for any company, but it takes trial and effort to understand what motivates and moves a particular audience. And as social media continues to grow in importance, the more vital it will be for business to know and understand these important things about social media marketing.