Be In The Know Blog

Mobile Search Trends to Tap Into Your Customers' Habits

Posted by Ashley Rios on December 7, 2016 at 1:04 PM

Google has just released data showing the recent shifts in mobile search trends, and these shifts have major implications for marketers. Even accounting for the fact that study participants already personally owned a computer and a mobile device, the trend is clear — more searches are happening on smartphones than on computers. Here are some key findings.

Search Has Gone Mobile

  • Some 40 percent of respondents used only their smartphones for daily Internet searches.
  • 57 percent of smartphone users use more than one type of device.

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Topics: Mobile Optimization and Advertising

Killer Call-to-Action Phrases That Will Drive Conversion

Posted by Pete Stafford on December 5, 2016 at 10:55 AM

Paid search is one of the most effective ways to grow your online business, and call-to-action phrases are one of the most important elements of successful search engine marketing. But search engine results pages (SERPs) are highly competitive arenas. With all these businesses going after the same customers in the same place, it's more important than ever to refine your call-to-action phrases so they're irresistibly clickable.

The Call-to-Action Phrase

The best known call-to-action phrase (CTA) is "Buy Now." But while this may be exactly what you want a visitor to do, it's not a very enticing message. In a search engine marketing (SEM) context, you must consider that when your ad appears, it will appear as one of many others. Design and page placement matter, but the difference between being passed over and actually getting your customer to "Buy Now" lies in the wording of your CTA.

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Topics: Paid Search Engine Marketing

3 Big Reasons Buying Facebook Likes Just Doesn't Work

Posted by Apryl Pilolli on November 30, 2016 at 1:41 PM

Many marketers agree that Facebook is the most important social platform when it comes to promoting a brand. Building a big following and generating organic engagement from that audience can yield great returns, making the process a critical digital asset.

But succeeding on Facebook, like anything else, takes hard work, patience and an understanding of what works on social media. In an effort to speed up progress and cut corners in building a social audience, some brands have tried buying Facebook Likes in an attempt to quickly increase their page followers. This sort of spending can add hundreds or thousands of new followers overnight, giving you a boost that makes your page look much more legitimate and mature than it did only days before.

Or at least that's how it seems. But the cosmetic gains of purchasing Facebook Likes aside, there's little to be won from this marketing tactic. There are, however, a lot of things that could go wrong.

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Topics: Social Media Marketing

What Is Outstream Video Advertising and Why Should You Care?

Posted by Chris Finan on November 28, 2016 at 2:35 PM

Though you may not have heard the term just yet, chances are good you've come across an outstream video ad while browsing the Internet sometime during the past year. This new type of display ad takes the form of an auto-playing video that is inserted into a traditional display ad space, typically between paragraphs of text or images.

This ad format is quite different from the preroll or midroll ads that have been used extensively on YouTube and other streaming video services, as it does not require a publisher's video for placement, making it a far more flexible ad format to use. And that's not its only benefit.

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Topics: Video Advertising

Understanding the Customer Journey: 3 Mistakes You Didn't Know You Were Making

Posted by Jesse McCambridge on November 23, 2016 at 10:49 AM

Though focusing on the consumer journey may not sound like a direct route to increased conversions, nothing could be further from the truth. According to Business 2 Community, businesses that make understanding the customer journey a priority not only see over 50 percent greater returns on their marketing investments, but also see a faster-than-average sales cycle and greater cross- and up-sell revenue. But if you've already explored the world of mapping consumer journeys but haven't yet seen such dramatic results, you could be falling victim to one of these common mistakes.

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Topics: Integrated Marketing

4 Tips to Boost Your Automotive Marketing

Posted by Jenny Sutton on November 21, 2016 at 1:03 PM

Innovations in technology have transformed not just automotive marketing, but the entire industry. It's critical to know and understand how digital marketing solutions can and should be implemented for the auto industry, as well as how traditional media remains useful.

1. Get Personal

Your customer will most likely begin his or her car-buying research online. This is an ideal opportunity to take advantage of search retargeting, which places a piece of code into the browsers of customers who search for specific terms. Savvy media placement can deliver the matching make and model in ads that will appear in those customers' web searches or Facebook newsfeeds. The trick is to manage the data effectively.

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Topics: Automotive

Google's New Cross-Device Targeting Creates Opportunities for Marketers

Posted by Pete Stafford on November 18, 2016 at 2:52 PM

Google AdWords recently announced it will launch a new feature for marketers that allows cross-device targeting campaigns for the first time ever. This means that if someone searches for a company's product or service in the morning on a smartphone, you can then serve ads related to that product on his or her desktop computer at work or tablet on the train ride home.

As long as the potential customer is signed in to a Google account (via Gmail, YouTube or any other Google service), marketers are now able to use powerful tools within AdWords for retargeting. Though it's been a long time coming — Facebook has been leading the way in cross-device targeting for many years now — this new development has some very practical implications for advertisers using Google's AdWord platform.

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Topics: Paid Search Engine Marketing

3 Reasons Why Brand Colors Are More Important Than You Think

Posted by Rachel McMullen on November 16, 2016 at 11:12 AM

When brands are looking at crafting broad marketing campaigns, a lot of effort, research and resources are poured into things like ad text and calls to action. However, there's one facet that's so obvious many marketers miss it completely: color.

Ogilvydo posits that because color evokes instantaneous emotions, reactions and physical responses, it can have a profound influence on the choices consumers make (even unconsciously), which is why this seemingly insignificant element of display ads can have an outsize impact on conversions and, ultimately, your bottom line. Here's why brand colors are so important.

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Topics: Interactive Design & Creative

6 Top Takeaways From Snapchat Marketing

Posted by Apryl Pilolli on November 14, 2016 at 1:04 PM

Engaging visual content is the future of marketing. And Snapchat, marketing geniuses that they are, was the first small business to ride that wave. It can no longer be classified as small, however — according t o TechNewsDaily, Snapchat has surpassed Facebook with 10 billion daily video views, and New York Magazine reports it has more users (150 million) than Twitter (140 million). Luckily, the principles behind Snapchat's marketing savvy are available to all SMBs (small and medium-sized businesses) looking to raise their brand profile. Here are six of the top ways Snapchat teaches marketers to build their brands.

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Topics: Social Media Marketing

Leverage Digital Marketing for Recruitment—and Hire the Best Team

Posted by Brooke Moody on November 11, 2016 at 10:02 AM

When it comes to using digital marketing for recruitment, it's no longer a question of if the tools are valuable, but of how you're going to implement them. Paper resumes are a thing of the past in an age where all of a candidate's data can be found online — however, according to the Society for Human Resource Managers, 68 percent of HR managers are finding it difficult to find talent. Here are some tips on using the tools of digital marketing for recruitment to connect with prospective employees.

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Topics: Integrated Marketing

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