Categories / Online Experience

8 Ways to Leverage Mobile for Marketing

On June 14, 2011, Bill Barnes, VP Business Development at Mediative and Matthieu Houle, Director Mobile & Platforms for Yellow Pages Group, presented 8 Ways to Leverage Mobile for Marketing. You can watch the 60-minute webinar online (click here), or go through the slide deck below. Matthieu kicked things off with some statistics and projections that every digital marketer needs to know. Given current trends, for example, the number of mobile internet users will overtake desktop internet users by 2014. [Source: Stanley Research] One of the significant aspects of mobile marketing is its immediacy. In a recent survey, 77% of mobile searchers reported that they contacted a business following a local search on their phone; 44% reported making a purchase, and a very big 88% took action in less than 24 hours! [Source: Google/IPSOS] Despite this, about 50% of the small-to-medium size businesses in Canada still don’t have websites, let alone any kind of mobile presence through mobile-friendly websites or apps. Some businesses are benefiting now from this move to mobile: gas stations and restaurants are already the subject of [...]

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The Segmentation of my Slime Trail

My connected life is starting to drop into distinct buckets. Now that I have my choice of connecting through my smartphone (an iPhone), my tablet (an iPad), my work computer (a MacBook) and my home computer (a Windows box), not to mention the new Smart TV’s we bought (Samsungs), I’m starting to see my digital footprints (or my digital slime trail, to use Esther Dyson’s term) diverge. And the nature of the divergence is interesting. Take Netflix for example. It’s finally come to Canada, although with a depressingly small number of movies to choose from. My Netflix account stretches across all my devices, but the things I watch on my iPad are quite a bit different than my choices on an iPad. And there is yet another profile for the things I choose on my MacBook (mainly when I travel). On the iPad, it’s typically an episode of Arrested Development, Fawlty Towers or, if I have a little more time, Mad Men, (and yes, I realize those three choices create an interesting psychological profile of myself) that offers some respite [...]

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10 SEO Considerations for Website Redesign

Website redesigns carry a significant level of risk to existing organic rankings and revenue. If the website redesign is not built in an SEO friendly manner, the new website can experience a dramatic drop in rankings and site traffic. You can reduce the risk associated with a website redesign by taking these key factors into consideration: 1. Preserve Your Link Inventory – understand where your important/relevant links are coming from. Have these sites update their links to point to your new site pages and reclaim your inbound links. 2. Page Size is Important – too little text or too much text can negatively affect how the search engine perceives the page’s relevance. Consider your customer first, and make sure you provide them with the content they need. Ask yourself ‘what is the purpose of this web page, why would people come to it, what do they want to do when they get here, what to do we want them to do, and how do we make it easy for them to do it?’ 3. Content is King –when it comes [...]

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7 Years as a Search Insider

“Ahh…our fledgling little industry is growing up.” And with those words, I became a Search Insider on August 19, 2004, writing my very first column for MediaPost. Today, 6 years, 7 months and 26 days later, I’m writing my 300th Search Insider column. And yes, our little industry is still growing up.

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Where the online and real worlds collide

It is still early days for location-based marketing… the playbook is a work in progress. But things are moving fast. I sat down with Rob Reed, CEO of MomentFeed, the location-based analytic experts, to explore the opportunities of this marketing revolution.

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