Should you be focusing on local SEO?
Should your online marketing campaign be focusing on local SEO? Here, Liberty’s new recruit Ben Magee offers some helpful hints and tips.With so many facets of online marketing out there, it can be hard to know whether to use local, organic or PPC optimisation to bring traffic to your website.
Ultimately the importance of local SEO depends on the size and type of your business, but it’s hard to dispute that it has a huge role to play in any optimisation campaign and...
How to convert big data into big returns
Does this scenario ring any bells?
A senior level, multi-channel marketer is asked by the board to tell them about ‘Big Data’. The typical response would be “It’s a good concept, one which has huge potential benefits – but it is extremely costly and would require a complete overhaul of marketing processes and IT infrastructure – put simply it is not realistic.”
A few years ago that particular statement would have been true, but nowadays many of the technical obstacles...
Topology: The critical forgotten factor in digital analytics
The Problem with Statistical Analysis in Web Analytics
The practice of Digital Analytics is built on a few simple, largely unquestioned assumptions. The first of these assumptions is “intentionality”. When a visitor looks at a page about a topic or product, we assume they have an interest in the product or topic – that the behavior was intentional.
The second key assumption is “influence”. When a visitor views a page and then subsequently does something we consider a success, we...
Why getting on the first page of Google isn’t the only goal
Whenever anyone talks about SEO or ask for your help with promoting their website online, you’ll find they’re normally talking about getting on the top page of Google.
Every webmaster, it seems, considers...
Email marketing: Why do female senders perform better that males?
Not only do women have neater handwriting than their male colleagues, new research suggests that automated email campaigns perform significantly better when the sender is female, according to a study involving over 13 million email recipients.
The report, from CleverTouch marketing, showed that, on average, emails sent from women achieved an 18% click through, as opposed to just 10% where the sender was a man. Emails sent from a generic address achieved even better results, averaging over 23% click...
Analytics: How to untangle the data deluge
When did web analytics officially die? Perhaps earlier this year when the Web Analytics Association renamed itself to the Digital Analytics Association in recognition that there is a lot more to the digital world than fixed web, and that social and mobile channels need to be added to the mix.
Phil Kemelor, Vice President of Strategic Analytics at Semphonic, highlights that from a measurement perspective, even this was a bit of old news. There has always been multiple ways to gauge the effectiveness of online initiatives...
E-commerce: The move beyond page-based to product-based analytics
The limitations of page-based analysis
Perhaps the most striking development in the growing sophistication of e-commerce sites and shoppers has been the dramatic increase in the importance of product aisle and product search pages.
These pages now do most of the heavy lifting when it comes to merchandising and often contain a rich mix of products, merchandising drives, and customer offers.
Remarkably, almost nothing interesting from a merchandising perspective is captured in the view of the page itself. The effectiveness of...
Visitor segmentation: A data model for the digital world
The most sophisticated of today's enterprise marketing organisations should have the basic infrastructure in place to effectively measure the customer journey.
As customer information is assembled across multiple communication channels, organisations have discovered that having the full customer journey and understanding it are two entirely different things. However an organisation's data is ultimately structured, to use it effectively it must be modelled to be understood.
What organisations need to create is a data...
Google supercharges social ads with Wildfire acquisition
Can Google set the world of social media marketing alight with its latest acquisition?
Google has acquired Wildfire Interactive, the New Zealand-based Web2.0 marketing startup, adding a much needed social element to the search giant’s digital advertising arsenal.
Wildfire employs around 400 people, running ads for at least 30 of the top 50 brands. It was acquired for a reported $350m.
The company’s marketing software allows brands to serve social marketing content and ad...