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Online videos drive deeper engagement than text articles, according to a new study, with humour attracting the highest amount of likes, shares and comments. However, adverts and a lack of video quality can turn people off. New Media Knowledge took a closer look. By Chris Lee.
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The recent launch of the Future High Streets Forum is testament to the fundamental changes the high street has undergone. The move to online has arguably been one of the most significant factors contributing to this change so it was a surprise that the first meeting of the Forum did not discuss the influence of ecommerce and digital on retailers. Tony Heyworth, International Marketing Director, LivePerson, looks at how retailers can take advantage of ecommerce and, more specifically, multichannel, to engage their customers on the future high street, today.
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As we head into 2010 the big question is what will the year ahead deliver for search marketing. In its ‘Year in Review Briefing’, Greenlight, the UK’s leading independent search marketing agency, provides a summary of developments in natural and paid search.
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Global search queries have increased year-on-year since the creation of the web. Between July 2008 and July 2009 the number of searched increased from 80.56 billion to 113.69 billion (comScore Worldwide Search Market Overview July 2009 vs. July 2008). For the vast majority of us the first thing we see each morning is Google, Bing or Yahoo. Google’s instantly recognisable screen is synonymous with the internet and has long reigned as the dominant search tool for businesses and consumers alike. Google searches for last year alone accounted for 67% of the global market- a staggering 76.68 billion individual requests. In this article, Paul Dawson, Experience Director and Head of Interactive Media at EMC Consulting, analyses the future of searching on the Internet.
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The growth of social media and the economic crisis have literally catapulted opportunities and entrepreneurship for online business. More and more individuals, as well as businesses have turned to the net to promote themselves and their offerings. The web is becoming more and more integrated and is having an impact not only on business, but also on popular culture. What does this mean for the individual? What does this mean for the small business, and how does this affect the large organisation? E-Business Strategist Deborah Collier has put together an overview of her thoughts for the year ahead.
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Ignore search marketing at your peril
A report released this week by Advertising Age indicates that 80 per cent of internet traffic begins at a search engine and that 41 per cent of web users use search engines to navigate the web. Marketers can ill afford to disregard such statistics.
A report
released this week by Advertising
Age indicates that 80 per cent of internet traffic begins at
a search engine and that 41 per cent of web users use search
engines to navigate the web. Marketers can ill afford to
disregard such statisitcs.
Last week's news that Google was well on its way to take
over Channel 4 in the league of revenue gained through
advertising, wasn't initially that shocking. Google's
name has been everywhere in the last few weeks. Yet stop for one
moment and think: an internet company based in the US is
expected to make more money than a UK television company with
several channels to its name. An internet company, whose ads can
cost from just a few pounds, is going to make more money than a
television company whose cheapest adverts can cost thousands of
pounds. Whats going on?
The news is just one element in a huge shift in the
advertising industry, that has some scratching their heads
coming to terms with the situation. Done correctly, search
marketing can provide more feedback about your customers than
most television advertising. Granted, text adverts aren't
very pretty and pay-per-click advertising never feels that far
away from a classified ad. But as an advertising medium it is
flexible and offers a very low spend entry-point. Add to that
the ease in which campaigns can be tweaked and you have an
attractive and powerful marketing tool. Yet, how many marketing
departments have information at their finger tips telling them
the top search categories, or essential information regarding
the search engine companies that you are about to invest a
percentage of your precious marketing budget in?
It is for this reason that the fact
pack on search marketing released by Advertising Age this week could
come in handy. Although it focuses on the US, the information
within the report is essential reading for anyone wanting to get
more acquainted with search marketing and how it can best be
harnessed to help you reach your customers.
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