Organic & Paid Search and Mobile Marketing Potential

Savvy digital marketers who engage in Paid Search and S.E.O. initiatives understand the benefits that each have on one another.  Click Through Rates (CTR) increase as a result of natural/organic and paid search planning, which establishes trust among users.  Marketers who integrate keywording tactics understand the importance of integration and how keywords help to maintain brand image (Kagan, 2012).

Since clients only pay for clicks they get, sponsored links are a highly effective way of driving traffic to a client’s website.  Campaigns that integrate the important art of combining user queries and intent allow marketers to formulate and optimize future Pay Per Click (PPC) strategies (Kagan, 2012).

Another appealing metric, Cost Per Action (CPA)---downloading an app, buying a product, signing up for a newsletter---gives marketers peace of mind since they will only have to pay for legitimate clicks.  Search Users are at the bottom of the conversion funnel and have a high probability of conversion.   Marketers who work with search engine guidelines can increase link popularity, which drive PPC & Search Engine Optimization traffic (Kagan, 2012).

PPC Campaign effectiveness can be measured easily.  It is no wonder that mobile ad spending is up with Search besting Display.  An IAB report indicates that mobile ad buyers are spending three times as much on Search.  Mobile ad strategies will now need to reflect the surge of revenue growth that Organic and Paid Search can bestow.

1.)  Can you think of any novel Mobile Search strategies given the physical screen-size limitations that smart phones and tablets possess?

http://paidcontent.org/2012/06/06/search-beats-display-by-large-margin-in-mobile-ad-spending-study-shows/

http://www.emarketer.com/Article.aspx?R=1009140

http://www.emarketer.com/Article.aspx?R=1009133

Big Data, Social Media Mapping and Brand Essence

In “The Whole World May Be Listening, But That’s No Longer Enough” article, Erin Galad, CEO of Tracx explains that online audiences are generating far too much information for marketers to sift through.  The monitoring of social media is one aspect of the conversion puzzle.  Marketers must breath life into big data, by connecting the dots among user sentiments in the social media space and by observing people’s behavior and interaction with brands.   

With the ever-growing popularity of user-generated content in the Information Age, companies that track “influencers” understand a unique value; keeping repeat customers happy is only one part of the equation.  The “influencer” group can add momentum to a corporation’s brand mission, which is likely to become a corporation’s best customer segment (Kagan, 2012).  The mapping and leveraging of stories have the potential to transform a bottom line and a brand’s essence.  

1.)  What are the essential steps a contingency plan will require so that a digital marketer will be able to apply solutions that will soften the effects of negative viral storytelling?

2.)  Can you share any examples where real-time opportunities to optimize have helped to save the day?  (i.e., how can an organization curate information and content to shift a brand’s perception in near real time?)

http://techcrunch.com/2012/06/20/the-whole-world-may-be-listening-but-thats-no-longer-enough/

 

Sentiment Tracking and Ad Messaging in 2012

Ad Age Digital’s 12 June 2012 article on Microsoft’s patented advertising engine, Kinect can help marketers assess people’s moods and body language in a variety of technological milieus.  The motion-sensing device will be able to harness a variety of human universal cues that will help marketers and their digital agents to refine messaging.  Sentiment tracking, which includes the interpretation of body language, facial expressions coupled with input from search queries and social networking/media sites can inform advertising participants on what tactics to use in real time.  

Ad targeting has come a long way in recent years.  In Davenport’s & Harris’ Competing on Analytics (2007), companies who use unique data, predictive modeling and forecasting will be able to identify its best customers and suggest products and services likely to appeal to each segment.  The smart device, which can show up in grocery aisles, mobile devices and other tech products takes data to a new level.   Algorithms based on the observation of people’s reactions can shift tactics, spewing ad messaging that can accommodate each person’s emotional state.   Technological advancements will help computer programs and their marketing counterparts to paint a better picture of prospective consumers.

1.) Do you think information policy and regulatory practices be adjusted to reflect consumer concerns regarding the use of people’s sentiments in advertising?

2.) Do TVs and other tech gadgets outfitted with the tracking device appeal to you?  Can you see the benefits to both the consumer and marketer?

Read the full story here: 

http://adage.com/article/digital/microsoft-files-patent-ad-serving-tech-senses-mood/235336/

The Social Algorithm: Aligning Content With Users

Marketers are now working closely with computer scientists and the like to identify human patterns based on common elements gathered from users’ input on the online social space.  In Cory Triffiletti’s (2012) The Age of The Algorithm Is About More Than Ads, a social algorithm can tailor and deliver content that will appeal to each user’s preferences.  By shaping specific media experiences that will resonate with each group, marketers and users/consumers can experience a win win.  Advertisers can craft campaigns that will more likely entice a captive audience.  Similarly, users are exposed to messaging and content that will likely appeal to them. 

1.)  Do you think that tailored content based on new models will make the user experience more rewarding?

2.)  Do you think that click through/response rates in the case of banner ads, will increase as a result of the design and delivery of messaging based on social algorithms?

http://www.mediapost.com/publications/article/176223/the-age-of-the-algorithm-is-about-more-than-ads.html