A lot has changed recently in the world of search advertising. Google and Bing – the world’s largest search engines – in addition to Apple have all introduced new updates and search marketing functionalities that radically change how advertisers can use them – for the better. Here’s what you need to know:
Summer is in full swing but it’s not too late to finalize your back-to-school marketing campaigns. While students are already dreading their return to the classroom, back to school is a competitive season for advertisers – second only to the holiday shopping season – and retailers must plan accordinly in order to see success.
After dismal sales in the first half of 2016, retailers have something to look forward to in the second half of the year. According to eMarketer, back-to-school sales are projected to increase a modest 2.6% to reach nearly $828 billion.
On April 21, Google rolled out yet another mobile-friendly update with the goal of making it easier for users to get relevant, high-quality search results optimized for their mobile devices.
The new update will rank sites that are not mobile optimized even lower than before to incentivize publishers and ecommerce companies to design with mobile in mind.
The changes are a win for consumers who perform more searches on mobile devices than on desktop computers, according to Google.
For businesses, the message Google is sending is loud and clear: update your site according to their mobile-friendly standards, or risk losing website traffic to your competitors who have.
Although the 2016 election season is already in full swing, the media frenzy has only just begun. A $11.4 billion1 deluge of political advertisements is predicted to take over the radio airwaves, clog up TV commercial breaks, fill mailboxes and inboxes, and target internet users’ computers and devices. Available ad inventory will decrease while placement costs will skyrocket – both online and offline. So what’s an advertiser to do?
Something happened this past holiday season that retailers have never seen before. Consumers retreated in record numbers from stores and malls to shop online from the comfort of their home – and retailers took notice.
For the first time in history, online sales outpaced in-stores sales. Take a look at the stats: Cyber Monday was the biggest day in U.S. online shopping ever; e-commerce revenues were up 16.4% from 2014. Conversely, brick-and-mortar sales decreased 10.4% from 2014, according to ShopperTrak.
Content may be king but distribution is critical to successful content marketing strategies. Think about it…
Your customers, peers and competitors read your piece and think you’re brilliant. Customers and prospects find your commentary helpful, as well as insightful, and decide to learn more about your company. Industry bloggers (Gosh! Huffington Post! Or the WSJ blogs!) find your commentary valuable and link to it.