Search + Mobile Marketing Research 5-20-14

Gandalf Checking Email
We are going to see a huge increase in location-based marketing. With the rapid proliferation of devices, and the explosion of the Internet of Things, people will be carrying, utilizing, and depending on their devices more than ever. As part of the increased dependency, there is an increased expectation of services and personalization.

The social, mobile web has digitized information and allowed us all to connect with anyone, anywhere. When we need information, we can find it instantly. But digital disruption is about more than just information. As brands, we need to kill promotional marketing messages and start providing customer-centric information that is helpful to our target customers.

Smartphones and tablets have effectively become the center—and integrating components—of consumers’ multiplatform lives. In that sense, though, mobile is more than “the new desktop.” It has a role with far greater significance than simply serving as a substitute computing device. This shift is reflected in quantitative terms—in the amount of time consumers spend on their mobile devices on a daily basis—and qualitatively in the way these devices have effectively become the remote control for consumers’ lives and work.

This shift has also affected the path to purchase in dramatic ways. And that is, and will continue to be, hugely disrupting for marketing. Consumers’ ubiquitous connectivity now means they are, in effect, always in the consideration phase for purchasing something and rarely more than a tap away from jumping from a physical store to a virtual store, or from one online merchant to another. Consciously or not, consumers today are always in the market for something. As a result, marketers need to try and continually engage prospective buyers to consider their brand, product or store, whether the purchase ultimately takes place in a digital or physical venue.

Google Partners With Facebook To Let DoubleClick Clients Buy Retargeted Ads On FBX ~ I hate, hate, hate ad retargeting!
http://techcrunch.com/2013/10/18/doubleclick-fbx/

Google and Nielsen Partner on Online Campaign Ratings [Updated] Buyers are starting to test buys negotiated on OCR By Mike Shields

The horror, The Horror, THE HORROR!

http://www.adweek.com/videowatch/google-and-nielsen-partner-online-campaign-ratings-153678

45 Fabulous Facebook Advertising Tips & Magic Marketing Tricks – Maybe
http://www.wordstream.com/blog/ws/2014/01/30/facebook-advertising-tips#facebook%20advertising%20targeting

New AdWords Estimated Total Conversions Tracks Consumer Purchases Across Devices

Gah!

http://searchenginewatch.com/article/2297723/New-AdWords-Estimated-Total-Conversions-Tracks-Consumer-Purchases-Across-Devices

Google Launches ‘Estimated Cross-Device Conversions’ In AdWords, First Stage Of New ‘Estimated Total Conversions’
http://searchengineland.com/google-launches-estimated-cross-device-conversions-in-adwords-173133

Tracking Cross-Device and Estimated Total Conversions in Google (Part 2)
http://public.ifbyphone.com/integrations/tracking-cross-device-estimated-total-conversions-google-part-2/

10 Key Trends Shaping the Future of Local Search – Part 1
http://www.kenshoo.com/blog-post/10-key-trends-shaping-the-future-of-local-search-part-1/

4 Recent Changes to Search That Make SEO Easy as Finding Hidden Treasure
http://searchenginewatch.com/article/2335258/4-Recent-Changes-to-Search-That-Make-SEO-Easy-as-Finding-Hidden-Treasure

PPC Click-Through Rate by Position: Does Rank Matter? [Data]
http://searchenginewatch.com/article/2345638/PPC-Click-Through-Rate-by-Position-Does-Rank-Matter-Data

2014 Digital Trends And Predictions From Marketing Thought Leaders
http://www.forbes.com/sites/ekaterinawalter/2013/12/17/2014-digital-trends-and-predictions-from-marketing-thought-leaders/

thoughts on the impact of a mobile search shift? 2014
http://tinyurl.com/pd8lxzd

How the Mobile Shift Will Affect Paid Search and Social Advertising Efforts
http://searchenginewatch.com/article/2326387/How-the-Mobile-Shift-Will-Affect-Paid-Search-and-Social-Advertising-Efforts

With New ComScore Ad Measurement Deal, Google Keeps Pushing For More TV Ad Budgets

http://www.forbes.com/sites/roberthof/2014/02/10/with-new-comscore-ad-measurement-deal-google-keeps-pushing-for-more-tv-ad-budgets/

Metrics Muddle: The Struggle For An Online GRP (2009)
http://www.mediapost.com/publications/article/111072/metrics-muddle-the-struggle-for-an-online-grp.html

Facebook Just Proved It’s the Future of Mobile Advertising
http://www.wired.com/2014/04/facebook-ad-clicks-skyrocket/

Understand the psychographics of your ideal audience on Facebook

Psychographics are attributes often related to personality, values, attitudes, or interests. Figuring out what a person likes or dislikes, or even favorite hobbies, can be priceless information as you market your products or services, because the more you know about your ideal audience, the better you can create marketing messages that will grab their attention and encourage them to take action.

http://www.dummies.com/how-to/content/how-to-define-the-ideal-audience-your-facebook-mar.html

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