How often do you search with Google or Bing on the go with your smartphone? It might be more often than you think as recent research done by Marin reported that Google earned $2.5 billion in revenue from mobile platforms in 2011. In fact, early estimates indicate that this number will grow exponentially to $20 billion by 2016. Evidently, the ubiquity of portable devices is making it easier for consumers to search for products and services anywhere in the world and marketing professionals need to embrace the technology before they get left behind.
Smartphone and Tablet Usage is on the Rise
By June 2013, it’s expected that over one billion mobile devices will be used globally, indicating that smartphone and tablet technology will dominate the market over the next couple of years. The rapid adoption of smartphones has made traditional ‘dumbphones’ obsolete due to the advanced features provided on the former, ranging from interactive apps to high-speed Internet access. Tablet usage has increased considerably because its relatively light weight and high-resolution screen provides consumers with an alternative to the desktop experience.
Search Engine Optimization is quickly becoming a key component of all marketing budgets. However, many SEO strategies are poorly executed due to businesses being unaware of the intricacies involved in creating successful campaigns. Marketing professionals need to understand the key components of building a proper strategy before investing in online marketing.
Know Your Target Market
Before doing any type of marketing, it’s essential to develop a profile of your target audience: this will be applied to understand the searching behaviours of your potential clientele. This is an essential step in avoiding the optimization of keywords that will not bring targeted traffic to your website. For example, simply optimizing for the term ‘contractor’ for a commercial contractor in Montreal is problematic because that keyword is simply too ambiguous and far too competitive to ever see results.
Developing a social presence has become a necessary component of any integrated Online Marketing strategy for business. As a result of investing in Social Marketing efforts,a recent study found that 88% of respondents noticed increased exposure for their business and 62% reported an increase in search engine rankings. Not only is Social Media effective on its own for branding and credibility purposes, the increasing influence on search engine rankings makes it a viable marketing investment. The following are some beginner’s tips that will help leverage Social Marketing efficiently for your brand:
Simply creating pages on the largest social platforms will prove to be futile if you do not consistently update your profiles. It will be easier to build up an organic following of highly targeted fans the more you engage in social posting and blogging.
Choose Your Platforms Wisely
When developing your budget for Internet Marketing, choosing in which strategies to invest may be your biggest challenge. Depending on your business model and target audience, determining how marketing dollars should be allocated to multiple tactics can become overwhelming. According to the State of Digital Marketing report organized by Wedmarketing123, SEO, Social Media, and PPC Advertising received the most attention from B2B and B2C models.
SEO is still the ultimate lead generator
Search Engine Optimization, typically the foundation of any online marketing campaign, was cited by most respondents to have the greatest impact in lead generation. In comparison, Pay-Per-Click Advertising and Social Media Marketing were number two and three respectively. This is no surprise considering website traffic was the most favoured indicator of digital marketing success by both B2C and B2B companies.