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A Picture Is Worth A Thousand Words

We all understand intuitively that our online marketing is more powerful when it contains images.  Adding images to our online marketing campaigns is an incredibly easy thing to do and it gives us a huge edge on marketers who are still living in a ‘text-only’ world.

Images cross cultural and social boundaries.  The social media world, with the introduction of new sites like Pinterest, is becoming increasingly image-centric.  Because of that it is getting more and more important to add images to all elements of your online marketing from social posts, products, articles, e-zines, blogs and beyond.

The Numbers

Here are some numbers which just prove our ‘intuition’ is correct.

Facebook users are twice as likely to interact with a post that has an image than with a static link.  Engagement levels increase 37% with image-driven content which means your post will be more likely to be ‘shared’ and ‘liked’
According to a recent study, 67% of consumers say that the quality of the product photos is a big factor in whether or not they ultimately purchase off of an e-commerce site.
In the same vein, when people are asked about online stores, they believe that high quality product images is more important than product-specific information (63%), a long description (54%) or even ratings or reviews (53%)
You will get a whopping 94% more views on your articles if you have attached images to them.
When you add an image (or video) to a press release, you will increase your views by 45%
When people search for a business, 60% of those searchers are more likely to visit that business if they see an image.
37% of web users say they pay attention more to a search result when an image is attached.

There are […]

Is There Method In The Online Madness? (Issue 1)

A very important light bulb went on the other day.
I suddenly understand.
The real problem with online marketing is NOT that people know too little.
The real problem is that people know TOO much. Too many articles. Too many tools. Too much advice. Too much to choose from!
Simply put, we are all collectively COMPLETELY CONFUSED.
Since I have spent the better part of a decade on the internet, I have seen and done it all.  I have created websites, been an affiliate, learned all about social media, dove into mobile.
But what I would like to share with you are not lots of bits and pieces are detailed technical information.  What I think is the most important is to ‘connect the dots’ and understand how all the pieces of the jigsaw fit together.  Without a coherent, global understanding of how all the ‘small subjects’ work together, you will continue to be confused and you will continue to be frustrated.

Here is a rough summary of what I’ve roughly dubbed as Susan’s Simple System.  There are 10 components and each is interlocked with the next. I have created this so that you can understand how all the ‘pieces’ of online marketing fit together.  I want you to be able to evaluate any product or system that you have in front of you within a context so you can then judge whether it is important to you.
Susan’s Simple System is made of TEN steps:

The Map
The Mindset
The Model
The Mouthpiece
The Magnet
The Message
The Monetization
The Marketing
The Manpower
The Metrics

Let’s explain each of the steps.
Step 1: The Map
As in anything in life, you can’t get anywhere if you don’t know where you are going!  You need a map.  You need to know where you are today, where […]

Why You Need a Mobile Website

You may decide that mobile marketing is ‘not for you’ but there is one non-negotiable item you absolutely must add to your marketing portfolio—a MOBILE WEBSITE.
Here are some reasons and statistics that explain why:
“* We use our phones everywhere. In fact, 33 percent of smart phone users use their smart phone while watching TV and 22 percent use them while reading the newspaper (are you using your smart phone right now?)
* People love their smart phones. A survey found that one in three smart phone users would give up chocolate just to keep using their phones. Chocolate. If that doesn’t prove people love their smart phones, nothing will.
* People use their smart phones to find local businesses just like yours. Ninety five percent of smart phone users will use their phone to search for local information and 88 percent will take action within a day, whether it’s to call or visit a business (it could be your business — or it could be your competitor’s business, depending on who has a mobile-friendly website).
* Did you know that 71 percent of smart phone users who see an ad on TV, in the newspaper or online will do a mobile search? Or that 74 percent of smart phone users make a purchase based on a mobile search?
Yet, 79 percent of top advertisers don’t have a mobile- optimized website.
* One of the most popular activities for smart phone users is shopping, with 79 percent using their smart phones to help with shopping, whether it’s to get coupons, check to see if a product is in stock or read reviews.
Think people prefer apps to compare prices or get reviews? Think again; surveys by Adobe and eMarketer have shown […]

By |February 7th, 2012|Mobile Marketing|0 Comments

How to Make Sure Your Mobile Marketing Is On Track

Mobile marketing is new for so many of us. Unfortunately, in these early days, this means many of us are making mistakes.

Here is a great article which talks about the 5 biggest mistakes many marketers make when it comes to mobile:

“1. Flaw: De-Emphasizing the Unique Nature of the Medium

Although they share a common infrastructure, mobile is not the traditional web. In fact, the two have few equivalents in the stationary web world. The stationary web is exactly that – inactive. With that said, why would mobile design, which should be focused on creating an experience unique to those who are actively on-the-go, be constructed with an inactive model in mind?

Mobile events are inherently transitive in nature. The different elements of the medium — constant connectivity, location awareness, personalization and social connection — add affinity to consumer/brand interactions and empower the medium uniquely as an events-driven interface. These features form the foundation for consumer interaction — a tight, relevant orchestration of branded communications among increasingly interconnected brand advocates.

2. Flaw: Treating Connected Consumers as Stationary Targets

Mobile consumers are moving targets; therefore, marketers must consider the variability of exchange. Where is the consumer right now? What is she interested in? How can I compel her to visit my store location? What can I reward her with to increase her loyalty to the brand? What can I do to make her feel included? How can I use the medium to make her encounter the brand more efficiently? What experience can I provide to her that she would feel compelled to share? When viewed through this lens, the possibilities for engaging consumers are limited only to the imagination and ingenuity of the brand.

3. Flaw: Ignoring the Power of […]

By |February 7th, 2012|Mobile Marketing|0 Comments

Understanding Your Mobile Audience Through Analytics

It is obvious that mobile is a force to be reckoned with.  But the best way to really understand this is looking at the hard cold numbers.   And the ideal way to do this is to integrate web analytics into your mobile-ready site.

This article will give you some great guidelines:

“How To Access Essential Analytics Data — And What To Do With It

When you first log in to Google Analytics, you’ll see a dashboard similar to what’s below.

To get in-depth mobile-traffic data, simply click on “Standard Reporting” in the orange navigation at the top, followed by “Audience” and then “Mobile” (see below). To get reporting for a specific time period — which is important if you want to track specific campaigns — you can segment your data by setting a custom date in the top right.

From the “Overview” pane, you can extract information that is crucial to understanding your mobile visitors. For example, click any of the areas located directly above the blue line graph to learn more about:

Visits/New Visits: If you notice that your overall traffic has a high percentage of mobile visits, you’ll be able to justify developing a mobile-friendly site much more quickly. For the date range pulled (see the example below), you can see that over 20 percent of site visits were from mobile —- a clear indication that a mobile site is needed. With higher mobile traffic, your site should satisfy the basic needs of smartphone users.For example, nearly 40 percent of mobile searches are local, with 61 percent of consumers following up with phone calls and 58 percent with in-store visits.

With that in mind, design with the mobile lifestyle in mind, including putting your basic business and contact information […]

By |February 6th, 2012|Mobile Marketing|0 Comments

Are You Optimized For Mobile Search?

Most people nowadays simply ignore the importance of mobile search.  I don’t quite ‘get’ it.  Why would you ignore the one method that over 50% of the people in the world are searching for your site?
How people search on their mobile phones is dramatically different than how they search on their computers.
Here are the differences in a nutshell:

“1. Mobile is highly local
Mobile searchers have a higher tendency to be doing searches with a local intent.
Exactly how much higher is up for debate. Last May, Google’s Marissa Mayer was quoted saying that 40% of all mobile searches are local. Microsoft has said that 53% of mobile searches on Bing have a local intent. An earlier estimate of 33% local was frequently repeated throughout 2010.

Whatever figure we choose to cite, we know that people on mobile devices are seeking things around them. After all, mobile gives us a unique opportunity to be simultaneously online and out in the world.

We use our devices to navigate throughout the physical world: Where’s the closest parking garage? What’s the best breakfast place around here? Where can I post this package for my nephew?

If you’ve got local content or content that can be localized, optimize it for mobile.

2. Mobile is focused and timely
It may seem counter-intuitive at first glance, but the average mobile search on Android and iPhone has roughly double the keywords than the average desktop search.

The interface is smaller on mobile but mobile searchers are more task focused and highly specific in what they’re seeking.

Consider the following data from Microsoft: 70% of PC search tasks are completed in one week, while 70% of mobile search tasks are done in one hour.

While someone shopping […]

By |January 12th, 2012|Mobile Marketing|0 Comments

Mobile Marketing 2012—Are You Ready?

Have you figured out your mobile marketing program yet?
If you have any kind of analytics installed in your website, you may have noticed that more and more of your Web traffic is coming from mobile devices.  And it’s just going to keep on increasing.
Mobile marketing is big. And it is here to stay.
But what is the best way to cater to your mobile visitors?
Here are some tips:
“Mobile Search: Give Them What They’re Looking For
Desktop search may still dominate the overall search market, but mobile search represents a new frontier. It is widely accepted that 10 percent to 15 percent of searches today are from mobile devices.
Whether you’re running a multimillion-dollar pay-per-click campaign on AdWords or optimizing for organic search traffic and inbound leads, here are a few things you should know about the areas where desktop and mobile differ.

Locality: People on mobile devices are seeking things around them; anywhere between 20 percent and 53 percent of mobile searches have a local intent. If you’ve got local content or content that can be localized, optimize it for mobile.
Task-focused: The average keyword mobile search on Android and iPhone is roughly double the average length of a desktop search. Why? Because mobile searchers are task-focused and seeking specific things. When presenting information as the result of a search, offer more specific information to your mobile users.
Time of day: Google reports that mobile search volumes increase throughout the day and peak at […]

By |January 11th, 2012|Mobile Marketing|0 Comments
  • Mobile Websites
    Permalink Cpanel and GoMobi Give Us Another Way To Build Mobile WebsitesGallery

    Cpanel and GoMobi Give Us Another Way To Build Mobile Websites

Cpanel and GoMobi Give Us Another Way To Build Mobile Websites

GoMobi has partnered up with Cpanel to provide another terrific way to build a mobile Website.

Here is a recent public relations release about the project.
“Mobile has changed how customers interact with businesses. Only businesses that are able to provide a great mobile experience will be successful in this new market. We are delighted to be partnering with cPanel as we roll out goMobi to the hosting industry” With the rapid rise in mobile Internet usage, goMobi gives Web hosting companies a proven way to open the massive opportunity of the mobile Web to their customers. According to recent research from Web performance measurement firm Gomez, over 50 percent of consumers are more likely to buy from a store with a mobile website, so the demand for mobile sites is only set to grow. The goMobi cloud service can build a sophisticated mobile friendly website in minutes at a price point designed for small-to-medium businesses.
With goMobi, cPanel users can offer a very powerful, yet easy to use, mobile site builder. cPanel is launching a substantially enhanced version of goMobi, which brings a range of new templates, the ability to create custom forms, video content embedding, and integration with leading m-commerce solutions like PayPal and Google Checkout. Users can generate the mobile site using existing (or new) Web content, and add a range of updated features like “click to call,” Google Maps integration, social networking integration, and automated QR code creation. Such features come as standard offerings with goMobi and have proven to convert clicks into sales. goMobi sites can reside on any Internet domain like .info or .mobi, and will work on more than 7,500 models of Web-enabled mobile devices and handsets.
“Mobile has changed how customers […]

By |January 11th, 2012|Mobile Marketing|0 Comments

Mobile Commerce Crushes 2011

Mobile commerce crashed onto the scene in 2011 and went from the stuff of ‘dreams’ to the stuff of reality.
Here is more about mobile commerce magic:

“The numbers speak for themselves: More than a million merchants now accept credit cards via Jack Dorsey-led startup Square’s mobile payment application, and the firm now processes $11 million in total transactions each day, up from $4 million a day in late July.
Almost 12 months after Starbucks launched mobile payment services across the U.S., customers have completed more than 26 million mobile transactions; at the same time, digital marketplace eBay is on pace to close more than $5 billion in mobile-enabled transactions by year’s end, and the company’s PayPal subsidiary is expected to handle more than $3.5 billion in mobile payments.

“Our perspective on mobile is that it’s not incremental, it is another screen in the shopping experience,” eBay president and CEO John Donahoe said during October’s Open Mobile Summit event in San Francisco. “It’s a consumer that is coming back more frequently and shopping more because now it can be done at any time of the day. We know it is driving consumer engagement and customer value.”

But 2011 wasn’t simply the year that consumers embraced mobile commerce–it was also the year that the various pieces of the m-commerce landscape (e.g., retail purchases, person-to-person payments, marketing, coupons) began to come together to create multi-faceted user experiences that could ultimately spell the demise of the conventional leather wallet. First to market: The Near Field Communications-based Google (NASDAQ:GOOG) Wallet, which enables consumers to make purchases and collect or redeem offers by tapping their Android smartphone at 300,000-plus MasterCard PayPass-enabled merchant terminals. In the months since the service […]

By |January 2nd, 2012|Mobile Marketing|1 Comment
  • Mobile Advertising
    Permalink Why Businesses Have Not Gotten On the Mobile Advertising Bandwagon  Gallery

    Why Businesses Have Not Gotten On the Mobile Advertising Bandwagon

Why Businesses Have Not Gotten On the Mobile Advertising Bandwagon

Mobile advertising (to be distinguished from overall mobile marketing) has not been embraced by many businesses.  The main reason is that for many they still haven’t figured out the way to get the best ROI from their mobile advertising dollar.
Mobile advertising will catch on but it is a laggard compared to other mobile marketing tools like text messaging:
Here is an article from Forbes that explains the problem:
“I was a bit surprised by a stat that esteemed industry analyst Mary Meeker recently shared. While print media represents only 8% of consumer time spent, it accounts for 27% of marketers’ media spending. Mobile media, on the other hand, represents 8% of consume time, yet only .5% of marketers’ media spending. Why the disparity?
I believe there are three reasons:
Mobile advertising has yet to show scalable reach that has a demonstrable ROI. The reach of print advertising is clearly known, and the way consumers interact with print ads has been well researched for decades. Understanding mobile ad engagement is still developing, which has led to less than successful attempts to apply PC Web banner advertising principles to this nascent medium.
Buying highly targeted premium inventory has not been easy for agencies to do in the mobile ad world. It is easy in the print and online world, but early mobile ad networks that brought some scale to the table also placed advertisers’ messages in environments where they did not want them to be.
Creating ads for smart phones is different than creating them for print ads or online banners. Most agencies have not created them nor have they been asked to. This problem plagued online advertising 15 years ago until firms like Point Roll and ?? made the “rich media” ad […]

By |December 30th, 2011|Mobile Marketing|1 Comment
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