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Provoke's Online Marketing Insight, What Would You Like To Know About?

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Most UK Websites Still Not Cookie Compliant As Deadline Looms!

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Regular readers might recall a Provoke blog post in January, which described how and why there might be a possible reluctance by website owners to comply with the new EU cookies law. With the 25th May deadline just weeks away, a study by UK leading audit and advisory service, KPMG, has revealed that a “ massive 95 per cent of firms claim they have not yet complied”.

It can only be assumed that a majority of eCommerce are not going to bother amending their site and believe it doesn’t matter because they’re unlikely to get caught, despite a possible penalty of up to £ 500,000 …
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Error-Prone Websites Failing Customer Expectation!

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You would suppose that in today’s search and social multichannel world, when customers and search engines place the emphasis on websites providing great customer experience to raise site credibility and authority, that businesses would ensure their sites are regularly attended to and error–free?

Nope! Nearly 90 per cent of UK site owners admit to website accessibility errors and poor visitor usability … …
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Website Relevance And Customer Experience

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Is your website customer-centric? Does it provide the crucial user experience you know your target audience wants? Can you provide real, researched reasons for why site pages look and function the way they do or are they simply the result of personal preference that you assume is in tune with the search needs of your customer niche?

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Capturing Hearts And Minds Not Selling Kit!

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You would think that the evolution of online marketing into the greater multichannel would be sufficient incentive for businesses to continue to invest more time and employ better resources in the necessary optimisation of their sites and extended web presence. Nope! Too often, good intentions simply peter out after a few months, “no one has the time” or even looks at their own company site very much. Followers, visitors and rankings soon fade away – opportunities lost.

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Social Gardening Digs Deeper Into Search Engagement Soil!

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All aboard the brand awareness bandwagon! It’s called doing social media – marketing style! Or that’s the way many business owners still see Facebook and Twitter and having a company blog. A low-cost method to indulge a little more self promotion and push marketing. But this is not what social media does. There’s no real intent to listen and engage, just broadcast and sell!

“ It’s all selling really, isn’t it?” is not an uncommon remark uttered by site owners who decide that doing social media is not so bad after all, as everyone else seems to be putting Facebook and Twitter buttons on their home page. A nice cheap method to get a bit more brand awareness and site traffic!
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Optimising For Perfect Platform Performance !

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Website experience is now multichannel! That means visitors expect to access site pages via smartphone and tablet as well as a browser – and receive the same quality of seamless, customer-centric experience. The fragmentation of visitor segments according to platform, channel, location and present need presents site owners with the challenge of maintaining optimal brand visibility. Reshaping a website design for total “access all platforms” rather than simply by products or services now needs to be top of the ”to do” list!

The evolution of mobile to smartphone and netbook to tablet has transformed user behaviours. Consumer appetite for site content and social media ‘on the move’ or on the TV sofa has exploded and now highly differentiated by demographic segments. Consumption is being shaped by context, i.e. the platform technology and corresponding location.
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Discovery Casts A Search Web, World Wide!

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Seek and ye shall find! Search and discovery online has opened up pathways to websites from a wide variety of visitor traffic groups. Each identifiable type conducts search for reasons site owners need to recognise and be responsive to as a different kind of segmented niche audience who have entered company targeted SEO keywords.

Optimising your site to draw the desired audience who will convert to the purpose of the site needs to be now understood in the context of an evolving landscape of multi channel search and social discovery. Not everyone is purchasing immediately, some are simply seeking quick answers to questions, while others looking for ideas, want to find out more or conducting research.
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Fix Website Search – Don’t Shoot The Social Messenger!

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It’s search and social and website! All three pistons should be working for the conversion engine to drive! One is not a substitute for the other. Prospects click and link to your site by everywhichway they became aware of you! But if they can’t find what they’re looking for or something’s not quite right, then off they go again to seek elsewhere. No matter what you tweet or post …

A social media strategy is only likely to work for you if your website pages and online marketing are up to speed! It’s simply staggering how many site owners assume Twitter following and Facebook likes should automatically equate to site traffic and conversions. Being social is just ‘being social’!
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Learning To See The Bigger Search And Social Picture

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Aah – those converging multi channels and platforms! They’re actually splitting the online world apart. Into a kaleidoscope of colliding content, social segments and marketing fragments … It was all so much simpler back in the good old days of just having one website to invite prospects to visit and “ take a look around”. Today’s business owners now need social managers just to take care of tweets, Facebook updates and to keep putting their brand content “out there”.

Online businesses and eCommerce sites have become all too aware of a changed cyberspace. They see consumers with smartphones and tablets on social networks. They hear the rising buzz of the shared conversations behind ‘walled gardens’, fingers tapping mobile apps, opted-in to private worlds where only the cool and savvy communicate.
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