Google has announced they will penalize rankings of mobile sites with "intrusive interstitials" (Pop-up ads or email capture lightboxes) Continuing their o. Marketing topic(s):Mobile SEO. Advice by Alexander Clark.
Online lead generation, lead scoring, and tracking are all listed as top priorities when businesses choose marketing automation platforms, according to the BtoB research. That’s no surprise given that the key to personalization is segmenting audiences into personas. By building personas based on behavior, title, industry, and other attributes, marketers can personalize customer experiences far more accurately, creating relevant content for each audience.
Clearly, marketers are stumbling on two different obstacles when it comes to personalization: the need for more personalized content and the need to have that content respond to users across new and developing channels, from social to email to mobile. Even with automation solutions on hand, marketers can feel like they’re being asked to produce more collateral than ever before while moonlighting as data scientists and programmers.
Yet there’s no doubt that personalization will grow increasingly important for building customer loyalty and acquiring new business. The democratization of big data and analytics tools will yield big gains to those who invest in them. To ensure customer loyalty, companies will continue to work toward a segment-of-one, trying to attain personalization on an individual level.
Technology–the cause of these new challenges and opportunities–will also be the solution. At first glance, all of these issues seem to be disparate, with different sources that demand different strategies. However, when big data and machine learning come into play, standard content marketing practices can be applied to new technology, and everything changes.
As customers increasingly turn to the Internet and smartphones for purchasing decisions, economies are seeing brick and mortar evolve into "click and order," and ecommerce become intertwined with m-commerce.
More and more businesses are expanding online — from grocery stores to "beer grams," almost any product or service is available via the click of a button or the swipe of a finger. What's more, studies show [PDF] online customers are exceedingly loyal — perhaps even more so than customers who shop in-store.
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