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Apple: the customer journey from search to checkout + MORE

One month left of 2014: how can advertisers make it count? econsultancy.com And with more competition for clicks than ever, digital marketing managers need to think carefully about how consumers are behaving online in the increasingly complex path to purchase.  That means understanding the relationship between search and social activity, as well as the different roles mobile and desktop play Continue Reading On econsultancy.com » Apple: the customer journey from search to checkout econsultancy.com This time however we’ll be looking at a retailer through its US search results and ecommerce store. In this edition: Apple. Search Apple has absolutely no problem dominating organic listings in the SERP for its various products and to be absolutely 100% confident in its dominance, Apple is a constant presence in the paid-for listings Continue Reading On econsultancy.com »
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Three ways brands are using emojis

Three ways brands are using emojis econsultancy.com Here are three of the ways brands are using emojis in their digital campaigns and communications. Email Subject Lines With more and more email clients, including Outlook and the iPhone email app, supporting emojis in subject lines, it s no surprise that the catchy characters are increasingly used. According to data from Salesforce s Marketing Cloud, 2% of B2C emails now contain emojis in the subject line, and email delivery vendor MailChimp says that 214,000 campaigns have been sent with them Continue Reading On econsultancy.com »
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Should retailers and travel firms bid on brand terms? Bing says ‘yes’

Should retailers and travel firms bid on brand terms? Bing says yes econsultancy.com On one hand, there are a number of seemingly valid reasons why a company might reasonably assume it doesn t need to bid on brand terms. One of the biggest: it already has top organic billing for these terms. On the other hand, knowing that competitors might be bidding on their brand terms, companies might want to bid defensively to ensure that their organic success isn t blunted Continue Reading On econsultancy.com »
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Google and Twitter partner to bring tweets deep into the SERPs + MORE

Google to add buy buttons to mobile search results econsultancy.com Not more than two weeks later come reports that Google is about to add buttons to search engine results that enable users to easily initiate a purchase. As detailed by The Wall Street Journal: The search giant will start showing the buttons when people search for products on mobile devices, according to people familiar with the launch Continue Reading On econsultancy.com » Google and Twitter partner to bring tweets deep into the SERPs econsultancy.com Thanks to the partnership between the two companies, today, mobile users in the United States may see tweets highlighted in search results. In the coming months, tweets will make their way to SERPs in other languages and on desktop. In a blog post, Twitter s VP of Global Business Development & Platform Jana Messerschmidt explained: For example, if you’re interested in hearing more from Taylor Swift, a quick search on Google will pull up her most recent Tweets Continu
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Google to roll out custom audiences targeting feature: report + MORE

Google to roll out custom audiences targeting feature: report econsultancy.com The concept is simple: advertisers provide a list of the email addresses of their customers and Facebook uses those email addresses to target ads to them if they re on the service. Advertisers can also target users of their mobile apps, or through a tracking pixel, individuals who have visited their website Continue Reading On econsultancy.com » Paid Search econsultancy.com Paid Search Roundtable Note: This event is exclusive to Econsultancy Enterprise subscribers.  This roundtable is your chance to share knowledge, experience and best practice on the issues, trends and developments around Paid Search. Attendance is limited to 12 18 attendees, with discussion chaired and facilitated by Econsultancy to ensure all participants get the most from the session Continue Reading On econsultancy.com »
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The Google algorithm update may be a thing of the past + MORE

Google could face EU antitrust charges imminently: report econsultancy.com Despite the fact that staffers at the United States Federal Trade Commission (FTC) concluded that Google harmed innovation in online search and ad markets the search giant managed to dodge antitrust charges that could have threatened the company s search dominance. According to the Wall Street Journal s sources, EU regulators have been seeking for companies that filed confidential complaints about Google are granted permission to publish some of the information in their complaints publicly Continue Reading On econsultancy.com » The Google algorithm update may be a thing of the past econsultancy.com In a post on Search Engine Land, Nate Dame, the founder and CEO of search and content marketing firm Propecta, observes that: Since a dramatic peak in 2012, the number of update announcements has been dropping. This year, Dame predicts that we ll see very few this year. Why? According to Dame, there are two reasons
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Russian social media marketing still working during tough economic times

Russian social media marketing still working during tough economic times econsultancy.com Russia has been struggling economically as a consequence of a number of sanctions imposed due to its uncompromising stance towards geopolitical issues. As a result, a number of ecommerce businesses that have been heavily investing into the Russian region for some time now, feel under pressure and fear that they will have to significantly cut or completely halt activity in Russia Continue Reading On econsultancy.com »
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How insurance companies use search marketing: Aviva

How insurance companies use search marketing: Aviva econsultancy.com Initially this was going to be a general test to see which insurance companies ranked in the SERPS, but after a few trials it seems there is only one non-comparison site managing to appear in both paid and organic listings. We ll start with some basic search terms for products that a user is likely to look for Continue Reading On econsultancy.com »
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Apple: the customer journey from search to checkout + MORE

One month left of 2014: how can advertisers make it count? econsultancy.com And with more competition for clicks than ever, digital marketing managers need to think carefully about how consumers are behaving online in the increasingly complex path to purchase.  That means understanding the relationship between search and social activity, as well as the different roles mobile and desktop play Continue Reading On econsultancy.com » Apple: the customer journey from search to checkout econsultancy.com This time however we’ll be looking at a retailer through its US search results and ecommerce store. In this edition: Apple. Search Apple has absolutely no problem dominating organic listings in the SERP for its various products and to be absolutely 100% confident in its dominance, Apple is a constant presence in the paid-for listings Continue Reading On econsultancy.com »
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Just how much of a ranking signal is HTTPS? + MORE

Just how much of a ranking signal is HTTPS? econsultancy.com Google officially announced that a HTTPS protocol is regarded as a positive signal to its algorithms in August 2014. A move, the search engine claims, that is designed to protect the safety, security and privacy of its users. Google stated that, as a ranking factor, HTTPS would have significantly less weighting than other known ranking factors, such as content, domain authority and so on, but it is a factor nonetheless and one that the search engine may decide to strengthen over time Continue Reading On econsultancy.com » Google ditches local carousel results for US hotels econsultancy.com The highlights: Google expands paid media placements for most hotel related results pages in the US. If you’re not involved in a meta search program with Google, you better start talking about it. True organic results pushed even further down the page and below most folds for today’s screen resolutions Continue Reading On econsultancy
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International SEO: A beginner’s skills guide

International SEO: A beginner s skills guide econsultancy.com Audit your international SEO potential This is the first step you should take. Discover whether you have a global audience (or a potential one) by looking at some data. Within whichever analytics package you use, you’ll be able to identify which countries your search listings are visible to and are in turn sending you organic traffic Continue Reading On econsultancy.com »
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Nine internet marketing stats we’ve seen this week + MORE

Nine internet marketing stats we ve seen this week econsultancy.com “I need it now”  YouGov surveyed 2,034 consumers on behalf of Unique Digital Unique about their use of apps for banking, purchasing insurance and booking hotels, flights and car hire. The survey found that ‘search & purchase’ on mobile exceeds ‘search only’ (37%) for first time in the sample set Continue Reading On econsultancy.com » C3: Seth Besmertnik on Galileo syndrome and the new marketing revolution econsultancy.com Galileo syndrome ‘Galileo syndrome’ concerns the use of technology and data to find something that’s radically different to the common belief of the time.  Galileo played a major role in the scientific revolution and fathered modern observational astronomy by making vast improvements to the telescope, which meant that he could capture data accurately and prove that the planets revolved around the sun rather than the Earth Continue Reading On econsultancy.com »
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An AdWords script to reverse Google’s new ‘close variant’ matching

An AdWords script to reverse Google s new close variant matching econsultancy.com Within the settings for each campaign lies the option for exact and phrase keywords to “Include plurals, misspellings, and other close variants”. This toggle will be removed before the end of the month. Enabling this feature allows AdWords users to easily acquire more traffic without having to go through the arduous process of building out the account to add in every plausible variation of the core keywords Continue Reading On econsultancy.com »
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Digital Customers Engagement

Digital Customers Engagement econsultancy.com Roundtable in Singapore: Engaging Today s Digital Customers According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.  In recent years, a fundamental change has been occurring between buyers and sellers, with the former now seizing control of the buying process Continue Reading On econsultancy.com »
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Google’s Now on Tap shows importance of App Indexing + MORE

Bing: the search marketer’s secret weapon econsultancy.com The Hangover was released, The Crazy Frog was about to reach number one and this rather alarming Daniel Craig shaped ice-cream was The Daily Telegraph’s picture of the day. But for the digital marketer, the most interesting event on this day in 2009, was the launch of Bing. Whilst it is often overlooked, Bing can be the search marketer’s secret weapon when used correctly Continue Reading On econsultancy.com » Google s Now on Tap shows importance of App Indexing econsultancy.com At the Google I/O conference last week, the search giant announced Now on Tap, which makes it easy for users to access Google Now without interrupting what they re doing.  Aparna Chennapragada, a director of product management at Google, explained on the Inside Search blog: With “Now on tap,” you can simply tap and hold the home button for assistance without having to leave what you’re doing—whether you’re in an app or on a website Co
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Google and Twitter partner to bring tweets deep into the SERPs + MORE

Google and Twitter partner to bring tweets deep into the SERPs econsultancy.com Thanks to the partnership between the two companies, today, mobile users in the United States may see tweets highlighted in search results. In the coming months, tweets will make their way to SERPs in other languages and on desktop. In a blog post, Twitter s VP of Global Business Development & Platform Jana Messerschmidt explained: For example, if you’re interested in hearing more from Taylor Swift, a quick search on Google will pull up her most recent Tweets Continue Reading On econsultancy.com » Google to add buy buttons to mobile search results econsultancy.com Not more than two weeks later come reports that Google is about to add buttons to search engine results that enable users to easily initiate a purchase. As detailed by The Wall Street Journal: The search giant will start showing the buttons when people search for products on mobile devices, according to people familiar with the launch Continu
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Can Emojis in page titles increase Google CTRs? + MORE

Can Emojis in page titles increase Google CTRs? econsultancy.com Google has supported the display of Emoji characters in search results on mobile since 2012, but only added desktop support last month. Following that, Search Engine Land was tipped off to the fact that Expedia has added Emoji characters to the titles of some but not all of its pages. For example, a search for miami hotels returns an Expedia page that has a bed Emoji before the text page title, while a search for portland flights includes an Expedia page that has an airplane seat Emoji before the text page title Continue Reading On econsultancy.com » Search becomes transactional: Google enables food delivery from mobile results econsultancy.com Through partnerships with Seamless, Grubhub, Eat24, Delivery.com, BeyondMenu and MyPizza.com, the search giant has updated its mobile search results to include, where appropriate and where available, a Place an order button that users can click on to initiate delivery orders. Wh
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Google reveals impact of store visits on conversions

Google reveals impact of store visits on conversions econsultancy.com Google s ability to track store visits is based on its Location History feature present on Android phones. When enabled, Google s terms of service enable it to use aggregated, anonymized data location data for a variety of purposes. So how does the inclusion of store visits affect the Estimated Total Conversions metric? According to new data released by Google this week, retailers in the United States are seeing four times more conversions overall and 10 times more conversions on mobile when they factor store visits into their search ad performance analysis Continue Reading On econsultancy.com »
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Google harmed ‘innovation in online search and ad markets’: FTC

Google harmed innovation in online search and ad markets : FTC econsultancy.com The outcome of the investigation saw Google make some changes and the agency s commissioners decided not to sue the world s largest search engine in what likely would have been the largest antitrust since the United States government sued Microsoft in the late 1990s. At the time, Google not surprisingly hailed the FTC s decision as evidence that the company had never been a negative force for consumers or its advertiser customers Continue Reading On econsultancy.com »
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Start Me Up! A profile of in-store customer feedback specialist TRUSTist + MORE

We’ve updated our SEO RFP! econsultancy.com A brief plays an absolutely vital role on a number of levels: To encourage the business to ask challenging questions of itself.   To help establish if the business is even ready to engage an agency (and indeed the type of agency that should be approached). To provide the necessary information and context for an agency to recommend the most appropriate approach Continue Reading On econsultancy.com » Start Me Up! A profile of in-store customer feedback specialist TRUSTist econsultancy.com Please describe what the company does TRUSTist gathers customer feedback in-store at the point of sale and then uses that to get ‘location plus the retailer s specialism’ (e.g. ‘used cars manchester’, ‘hotel mayfair’ or ‘vets bristol’) to the top of Google search results and at the same time provides real-time feedback for staff on their behaviour and how satisfied customers are Continue Reading On econsultancy.com »
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Google AdWords new metric helps measure in-store conversion

Google AdWords new metric helps measure in-store conversion econsultancy.com Just because someone sees an online ad, it doesn’t necessarily mean they’ll click through immediately to your ecommerce site. They might just make a phone call to your helpline later in the day, or walk into your high street shop the following week. The outcome is the same, you’ve driven traffic to your business with a campaign, however it’s difficult to accurately measure its effectiveness Continue Reading On econsultancy.com »
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The 4As Certificate in Digital Marketing (Powered by Econsultancy) & Google AdWords Qualified Individual Certification – Singapore + MORE

The 4As Certificate in Digital Marketing (Powered by Econsultancy) & Google AdWords Qualified Individual Certification Singapore econsultancy.com Course benefits 4As, Econsultancy and ClickAcademy Asia are proud to launch the first world-class certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Complete a 7 weeks certification programme and get awarded the certificate in Digital Marketing (powered by Econsultancy) and Google AdWords Qualified Individual certification Continue Reading On econsultancy.com » Cartoons aren’t just for kids, they could help you break the Korean market econsultancy.com An initial obstacle for advertisers looking to reach Korean consumers is understanding that with a different type of search engine also comes online behaviour that is different from what traditionally occurs in Google or other comparable search engi
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Impact of Digital Transformation in the Media and Entertainment Sector

Impact of Digital Transformation in the Media and Entertainment Sector econsultancy.com Overview The Impact of Digital Transformation in the Media and Entertainment Sector report, produced by Econsultancy in partnership with Adobe, explores how companies operating in the M&E sector approach digital marketing, as well as the key trends, opportunities and sector-specific issues shaping their digital strategies Continue Reading On econsultancy.com »
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What is Google AdWords and how does it work? + MORE

10 online marketing statistics we ve seen this week econsultancy.com Costume searches SLI Systems has analysed 80+ million ecommerce site searches to find the most popular costume themes for halloween 2014. Here they are: Frozen – 1,192,000 (includes searches Elsa, Olaf & other characters) Zombie – 863,000 Ninja – 863,000 Pirate – 796,000 Clown – 659,000 Witch – 588,000 Vampire – 565,000 Teenage Mutant Ninja Turtle (TMNT) – 536,000 Book of Life – 308,000 (includes searches for “day of the dead”) Flapper – 277,000 Batman – 251,000 Despicable Me – 233,000 (78% of related searches for minion characters) Maleficent – 227,000 Monster High – 206,000 Star Wars – 148,000 Paid search Quarterly data from Kenshoo has revealed sales revenue from paid search advertising is up 18% year-on-year (YoY) in Europe, Middle East & Africa (EMEA) Click-through rate (CTR) has increased by 32% YoY in EMEA to reach an all-time high of 2 Continue Reading On econsultancy.com
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Digital transformation: a war of attrition at Shell

Digital transformation: a war of attrition at Shell econsultancy.com The numbers on Shell Revenue $451bn CAPEX $44bn Income $17bn 70 countries 43,000 retail stations (twice the number of McDonalds’) 92,000 employees R&D: $1.3bn 10m daily transactions >3m barrels of oil produced every day All of this is under the one Shell brand. The audience Shell’s audiences consist of consumers, industrial customers, partners and resource holders Continue Reading On econsultancy.com »
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Ten tips to summon customers with your Google Shopping campaigns + MORE

Digital Marketing in the Telecom Sector econsultancy.com Overview The Digital Marketing in the Telecom Sector report, produced by Econsultancy in partnership with Adobe, explores how companies operating in the telecom sector approach digital marketing, as well as the key trends, opportunities and sector-specific issues shaping their digital strategies. The research is based on a global survey of more than 200 telecom executives based mainly in North America and EMEA (Europe, Middle East and Africa) Continue Reading On econsultancy.com » Ten tips to summon customers with your Google Shopping campaigns econsultancy.com 1. Take baby steps A third-party platform with tools including bulk upload and reporting will help to simplify the process of creating Shopping campaigns so you’re not overwhelmed by the initial process. Additionally, a URL builder can help to automatically update URLs so that performance can be accurately tracked Continue Reading On econsultancy.com »
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