select by Search / SEM / SEO / Email Marketing / Social Media / Brand Identity / Website Design
Niche segment targeting – a bit of a buzzy refrain that can get a lot of airplay when marketing strategies are being discussed between an online marketing agency and their client.
Drilling down and coming up with an impressive looking array of alternative niche audience segment lists is a key approach – if a brand is serious about properly integrating a social media policy into their everyday marketing mix.
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Understanding that different marketing strategies can achieve different outcomes in today’s multichannel search and social age may seem a no brainer.
But it’s surprising how many site owners lump social media content and networking engagement in with the same ROI expectations and results they obtain from other online marketing routines.
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New research has found a surprising but striking example of the kind of disquieting disconnects that seem to become all too apparent between brands and their target niche audiences.
There have always been time lags between the introduction of internet changes and adoption by users and consumers. Currently, Internet Explorer 10 is coming down the pipe while some businesses prefer to stick with much earlier browser versions until they’re no longer supported.
As a new study shows, the consumer knowledge gap of established eCommerce marketing strategies can also be seriously lacking….
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Is there a growing gap between the way consumers view and use social media networking and how business understands and operates the channels for their own purposes?
It seems that brands have settled for say, using Twitter for staff recruitment or customer service issues ( to keep separate from sales enquiry channels) and Facebook for the usual POS promos ( “like us and you can win this…”).
Meanwhile, consumers have continued to evolve their own search and social culture and interactive behaviours that site owners fail to engage with and thus, miss seeing the true social media picture.
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Coming hot on the heels of Facebook Graph Search, last week’s launch of the new application sign-in process to Google+ aims to prevent ‘social spam’ by giving users more control over site access to shared content.
Brand trust, author identity and content relevance on the rapidly transforming search and social internet are the semantic (relational) links that Google bots are now tuned to for evaluating ranking authority.
What Facebook Graph Search and Google + could be really saying is if your name’s not down, you’re not coming in!
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Every time you pick up the phone to hear the voice of the undead reciting a telesales call script or an unknown email arrives at the inbox addressing you by your first name and pointing out they noticed you recently looked at their website, you may be forgiven for thinking that telesales cold calling or unsolicited emailing had been made redundant by social media networking.
Nope – it hasn’t. But savvy businesses have learnt how to more properly integrate lead generation and interested followers into search and social online marketing strategies.
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A Nielsen Global New Product Report of nearly 30,000 internet users from around 60 countries clearly shows the dominance of interest in certain key consumer products and the increasing use of social media in the decision-making process.
While it’s not surprising that items like electronics, appliances and music are clear favourites, other common categories consumers research, such as food and personal health, have risen in frequency.
The pathways taken to find a relevant website are as much influenced by internet research via social networking and word of mouth advocacy as they are by traditional online marketing strategies and Google ranking.
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Does the imminent launch of Graph Search signal that Facebook is about to transform itself into the ultimate social search engine?
Graph Search offers opportunity for eCommerce and the social media savvy SME to gather more audience follower information and build even closer, relevant online marketing strategies.
Can businesses satisfy the eternal content hungry audience appetites of both Google and Facebook now that internet search intent is fusing further into social discovery?
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The personalised search experience – it follows you around! So are we getting more comfortable with eCommerce ad retargeting or are we annoyed with brands like Amazon for sending ads for a product purchased months ago?
Understanding and getting personalised marketing strategies right may take the algorithms a while yet.
In the meanwhile, there are actions business owners can do now to optimise personalised customer experience. They’re aimed at reducing the sense of intrusion and “invasion of privacy” and could avoid being tagged as spam…
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A brand that’s tweeting could be beating its competitors – by creating audience reach and user engagement!
Since Twitter first took to the mass online airwaves in July 2006 the busy bluebird has gained 140 million users and now sees 340 million tweets per day.
A new UK study shows just how deep Twitter has nested into mass user consciousness, driving mobile, second screen interaction and online marketing responsiveness…
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‘Consumer behaviours’ and ‘customer experience’ may be talked about as the big buzzy words of today’s online world.
But eCommerce owners now need to know that since the advent of mobile and tablet, the pathways to website and conversion no longer journey down a traditional sales funnel.
All the indications are that a more open consumer learning curve has been opened up based upon the principle of ‘discovery’ and in response to a customer’s prevailing emotional need.
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According to Business Week, around 40 per cent of social media accounts and 8 per cent of social media posts are spam!
Yet a recent Gartner press release predicts that by 2015, eCommerce will be transformed as “50 per cent of new retail customer identities will be based on social network identities.”
As the spammers pile into the social spaces, the question is, how harder will it become for the many thousands of basically ethical, honest SMEs to develop meaningful business via social media engagement?
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