or, the Future of Mobile Marketing

The term “micro-moment” has lately been passed around the net as an opportunity to snag potential clients at the time when they are researching something on their mobile devices. Micro-moments occur when people turn to a smartphone or tablet to act on a need to learn, discover, watch, buy or do something. The ease of reaching into a pocket to answer almost any question has developed a new culture of “ask and ye shall receive”; in other words, consumers expect answers at a moment’s notice, and companies are expected to deliver crucial information immediately.

Businesses that take note of this increasing trend are better prepared for new marketing strategies and solutions that reflect the way Americans consume media.

Mobile Marketing and its Influence

E-commerce and digital marketing have exploded since the introduction of smartphones nearly a decade ago. In fact, 77 percent of Americans now own a smartphone, up from 35 percent just seven years ago. Mobile devices have become such an indispensable part of our daily lives that they are changing the way people consume media. It’s estimated that Americans spend an average of 4.7 hours on their mobile devices every day. Nearly two-thirds of smartphone and tablet users have made a purchase online using their device in the last six months and 80 percent of shoppers used a smartphone or tablet in a physical store to research product reviews, compare prices or find alternative store locations.

Thanks to the increased use of mobile devices, mobile marketing is now an essential part of an overall marketing strategy. Companies that notice and react to the so-called “micro-moments” are at an advantage.

Make Your Ads Stand Out

These days, consumers browsing the web are bombarded with content, from search engine results to social media – making it easy for potential customers to scroll right past your ads. Additionally, Facebook CEO Mark Zuckerberg’s recent News Feed plan may make it more difficult for advertisements to gain feed time on the social site. To stand out, companies must create engaging and interesting content that a reader will click on and share, not something written with little effort and targeted at the wrong audience. The object of micro-moment marketing is making the most of just a few seconds in an effort to draw the target viewer in. Offering the consumer something they value, whether that is information, insight, or a special offer, is key to successful engagement.

When potential clients click on an online ad, they come from a variety of mindsets. Some are prepared to buy now, and businesses should be ready for this option, but not all viewers are necessarily ready to make a decision yet. Many are simply browsing, comparing products or services, or researching a topic in-depth.

Businesses looking to advertise online should ask themselves, “What would be the target consumer’s intention upon seeing my ad?” Understanding your target audience’s needs and predicting how they will come across your ad are both parts of a strong marketing strategy.

The Take-Away

The impulse to pick up a mobile device to research, discover, or purchase can work to your advantage. According to Google, consumers experience micro-moments 150 times a day (on average). Create engaging content that offers a reader something of value. Take advantage of those first few seconds with compact, easy-to-consume posts, ads, pictures, and videos, which are more likely to capture someone’s attention.

Realize that not every ad click will transition to a purchase or even a lead. Make your website and purchase options easily accessible, but don’t force them on potential customers.

For more information on mobile marketing, contact the expert team at Digital Drive. Located in Patchogue, New York, Digital Drive is a full-service search engine marketing, web and social media advertising agency with over a decade of experience. We service the New York Metro area, including Suffolk, Nassau, Brooklyn, Queens, Manhattan, Bronx, and Staten Island. To learn more about our services, please call 855-776-4123 or email info@digitaldriveny.com.

 


Net neutrality, a measure imposed by the Obama administration, is the principle that internet service providers (ISPs) must treat all data on the internet the same, and not charge differently by user, content, platform, or application. Under net neutrality all websites had equal access to the internet, and service providers were unable to block, slow down or upcharge specific websites or content – which was great for users of streaming services (like Netflix) and for users of high-data sites (like Amazon).

The Federal Communications Commission (FCC) repealed net neutrality in December; the fear now is that internet service providers will begin to discriminate based on bandwidth required, causing popular sites to become slow, forcing those sites to pay more for equal speed, or hindering access altogether.

The repeal has outraged representatives from 21 states, including New York Attorney General Eric Schneiderman, who is leading a lawsuit against the FCC. Apart from New York, the other attorneys general involved in the lawsuit are from California, Connecticut, Delaware, Hawaii, Illinois, Iowa, Kentucky, Maine, Maryland, Massachusetts, Minnesota, Mississippi, New Mexico, North Carolina, Oregon, Pennsylvania, Rhode Island, Vermont, Virginia, Washington and the District of Columbia.

Clearly, there’s some heated debate over whether internet is considered a luxury or a necessity; nearly half of the state attorneys general currently pursuing litigation are fighting to prove that the internet isn’t merely an information service, but also a telecommunications utility.

Small businesses are at risk of being most impacted by this change, especially e-commerce sites.  Small businesses are at risk of being edged out by service fees they can’t afford to pay –  sales will dwindle when product pages don’t load. Big business, with the ability to put up the initial capital for these fees, will win out.

Additionally, online content could be prioritized, making it difficult for readers to find small business’ articles, white papers and blogs and for those companies to compete with media giants.

Access fees and competitive blocking are other potential problems. For instance, freemiums will become less effective without net neutrality because businesses may find themselves blocked when they compete with a similar offering from the blocking service provider.

Located in Patchogue, Long Island, New York, The Public Relations and Marketing Group and sister-company For Your Impact Online are a full-service social media management, website development, website design, programming and search engine optimization companies, centrally located on Long Island and servicing New York Metro area, including Suffolk, Nassau, Brooklyn, Queens, New York (Manhattan), Bronx, and Staten Island.

For web development examples visit The For Your Impact website. To learn more about out services, contact For Your Impact Online at 855-776-4123 or info@for-your-impact.com.

 


What makes a company website successful? Many will say it’s search-engine optimization, some will say it’s design, and a few will say it’s user experience. The answer is: all three. When designing a website for business, it is important to keep this in mind and not prioritize one of these aspects at the expense of the others. Individuals are often surprised to learn that both design and user experience play a substantial role in how a website ranks on search engines.

search-engine optimization

Why Design and User Experience Matters

Nowadays, many competitive businesses know to incorporate search-engine optimization in the design of their website. This focus does not need to overwrite the design and user experience (UX), however. With the development of coding languages and the upswing in Internet use, there are now many options for inclusion of both beautiful design and fluid UX.

How Google Measures Design and User Experience

To ensure visibility online, your website needs to rank highly in search engine results. Websites designed with HTML and CSS are able to tackle the problem of website ranking, or search-engine optimization (SEO). SEO allows a search engine bot, a software application that runs automated tasks, to read and understand your content,and rank it accordingly. This is how you are able to find relevant information on the web through a simple search. Optimization increases the chances of your site ranking highly in search engines, so your business is organically seen by more people.

One issue many companies encounter is the sacrifice of user experience (UX) in favor of SEO – a compromise of design in the name of site ranking. But this doesn’t need to be the case; web designers can incorporate user-friendly and beautiful designs with code that speaks to Google, Bing, Yahoo and other search engines.

What Can Be Done to Improve Design and User Experience

Though search engines need text, there are ways to preserve a visual-based site (such as an online clothing retailer). Once such method is adding an expandable division tag (div) to the images. The div might give the user a compelling product description, information about the store, or general contact information, for example. Including text in this way allows the different pages of a website to be ‘read’ by processors that rank it.

Calls to action and other page elements which are often presented as images would also benefit from background code. When these are created with webfonts and coding languages such as CSS and HTML, bots are able to crawl (browse and index) these elements, giving your firm a better reach online.

The Importance of a Strong Web Presence

While 96% of Americans have purchased items online, 51% prefer online sales to brick-and-mortar stores, and 85% of consumers use search engines to find local businesses, creating and maintaining a strong web presence is crucial to business survival.

If a website is not designed with SEO in mind, it is difficult to rank highly in search results and is therefore difficult to achieve the desired result of an increased consumer base. The experts at The Public Relations and Marketing Group are knowledgeable and experienced in search engine optimization and digital presence, including advertising and social media. For sample site designs, please visit http://for-your-impact-online.com.  For more information, call us at 631-207-1057, or email us at info@theprmg.com.


Mobile-First Marketing

Last month’s Google Performance Summit in San Francisco, CA, revealed a number of changes to Google’s AdWords and Analytics tools. Some of the highlights of Google’s summit included the development of “Promoted Pins” in Google Maps, changes in ad bidding and a new appearance for ads in search results. All of these developments reveal that Google is moving forward into the mobile-first era while continuing to handle trillions of searches every year.

Google announced that its Maps service will soon include a new generation of localized ads, as well as “promoted pins” featuring local businesses. They note, “Nearly one-third of all mobile searches are related to location,” revealing that “people’s online and offline worlds are colliding.” Since locally-based mobile searches are growing, this is a tremendous opportunity for organizations to integrate their advertisements into the stream of their followers’ lives and to show them that they are located nearby.

Changes to AdWords bidding will now allow customization based on the platform of choice – desktop, tablet, or mobile. Again this change is driven by Google’s commitment to pursue a “mobile-first” approach to advertising. The increased customization capabilities for AdWords bidding will allow businesses to optimize their marketing for whichever platform drives the greatest response and, ultimately, to reach customers more effectively.

Finally, the “mobile-first” approach to advertising has led Google to reformat the way search results appear to favor mobile platforms. This follows Google’s decision earlier this spring to remove right-hand ads from desktop search results. Expanded-text ads and new responsiveness features in mobile displays further contribute to the versatility and appeal of Google’s world-leading ads program.

Google has published some very helpful information about how mobile searches connect customers to physical businesses. Of course, Google’s search and advertising capabilities have revolutionized the face of marketing in the digital age, and their shift toward a “mobile-first” approach means they are continuing to have influence in this area. The call for professionals in this ever-changing media environment is clear: as Google notes, “accounting for mobile and designing for mobile-first are two very different things.” Mobile advertising and search capabilities offer a promising way to bridge the gap between cyberspace and physical space, as the content users see online pushes them to visit physical locations.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations, marketing and digital advertising agency. A Certified Google Partner, PRMG is dedicated to helping organizations and professionals drive client outreach through strategies like mobile-first marketing. If you are interested in any of the services we offer, please contact us at info@thePRMG.com or 631-207-1057 for a free consultation.


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These days, it’s not enough to have a beautiful, user-friendly website. It’s also important to consider the site’s existence on, and interaction with, search engines. Search engine optimization is one of the best ways to initiate and funnel traffic to your website, and a well-performing website utilizes the right combination of on-page, on-site and off-site optimization strategies.

 

On-Page Optimization

On-page optimization ensures the optimal mix and frequency of well-researched keyword phrases. This typically consists of measuring relevancy across items such as: page title tags, meta descriptions, header (h1, h2) tags, image alt tags, link title attributes and paragraph text on a single web page. On-page optimization also focuses on including keyword phrases in the right locations of a web page. Search engines will prioritize the importance of a keyword phrase that’s physically higher up on the page and tagged correctly, and give that particular phrase more weight when categorizing and ranking your website in organic search results.

On-Site Optimization

On-site optimization focuses on the importance of relevancy across many pages of a website, or the entire site. An example of this would be a website for an accountant where all topics, including practice areas, blog pages, articles etc., focus on accounting-related issues, like taxation, filing, bookkeeping, or anything relevant to the business. Typical on-site optimization strategies include a rich link structure that connects keywords or phrases to other related pages that may more clearly define the specified keyword phrase. Ensuring that the anchor text used in a hyperlink is rich with keywords that clearly define what the subject of the destination page is about gives a search engine a better idea as to what the overall site’s theme and category are. A good example of this would be avoiding a phrase like “click here” as a means to link to another page.

Other on-site strategies would include having a current XML sitemap to help search engines crawl and identify the location of all of your website pages without missing any, using schema markup to better translate information about your organization to search engines (location, hours, type of business), identifying and removing duplicate content to avoid penalties, and using DRY (don’t repeat yourself), lean, compressed (minified) code so that your site loads quickly, giving visitors an optimal experience.

Off-Site Optimization

Off-site optimization techniques primarily focus on aspects that can increase the visibility of a website in organic search results by way of factors that are external to the website itself. This would include social media strategies set to drive traffic and inbound links, obtaining backlinks by use of credible online directories, and ensuring that URLs, address listings, and phone numbers are precise and accurate across all locations on the web. Also, writing compelling, original, quality content — like press releases or blogs that authoritative sites like news sites and thought-leading blogs may want to link to — can help increase your organic search rankings.

A healthy combination of on-page, on-site and off-site optimization is the best approach to increasing visibility for your website. The Public Relations and Marketing Group is both knowledgeable and experienced in creating successful optimization and marketing strategies for websites. Call now for a consultation: 631-207-1057 or email us at: info@theprmg.com.


Bloggers from the public relations and marketing groupBy now, most bloggers are familiar with the phrase “content is king,” and while there really is no substitute for good content, many bloggers are simply not getting the audience their content merits.  A lack of knowledge of search engine optimization (SEO) techniques is the main reason for low readership on well-written and frequently updated blogs. But even those who are not tech-savvy can optimize their blogs by improving the quality, images, tags and links (assuming you are using a user friendly website such as WordPress, Drupal or CMS). Continue reading


websites-multiple-devicesWhen running a business, one of the most important branding and marketing strategies is to create an informative, effective website. How can you decide if your business is better off with a template or a custom-built website? First, think about the goals, budget, and scope of your campaign. For example, if the main objective is a quick, low-cost redesign or creating your first website, a template-based website could be beneficial for your business. However, while many business owners create their own websites using templates through sites like Weebly or GoDaddy, these templates may hinder your overall marketing strategy if your company is looking for a more comprehensive set of services. Continue reading


Website collage with multiple devices

The internet is now the main way for businesses to gain exposure. It’s an easy and fast way to get found, communicate with clients and bring in new business. This is your first impression- make it count!

When developing or maintaining a website, there are quite a few factors to consider since websites can easily help or harm a brand. What should the site include? How can I maximize the return on my investment? These are all questions that can be answered by considering a few important factors that you must consider to gain traffic and build your reputation.

Domain Name

The domain name is the primary way to brand your site (apart from your logo/design). This is what will be typed in the search bar to locate your site. Using a .com domain is be best because of its popularity — many individuals believe that .net sites are less reputable. Use .org for organizations and nonprofits only.

You want your web address to be simple, but including a keyword can help SEO (ex. www.longislanddivorcelawyer.com). Something long and difficult to remember may result in loss of visitors to your site.  We recommend using your company’s name or a keyword-based description. Continue reading


Healthcare.gov screenshot

What were the problems with the Healthcare.gov launches?

By now, everyone is familiar with the problem-ridden launch of the various Obamacare/healthcare.gov websites.  So what happened?  And why was the launch so problematic?  The Obamacare website launch problems boil down to the following:

Data center shutdown-  The online insurance marketplaces lost connection to its datacenter and officials are unsure how long it will take to fix the problem.  Data centers are vital to the functionality of  a site.  Without a reliable connection and secure hosting, many applications could fall through the cracks.

Frequent crashes– Crashes have been the most visible sign of the websites’ failures. When individuals visit healthcare.gov, or a related site, they are redirected to a page not found screen, a request to wait, or requests time out.  These errors both discourage users and can harm your relationship with your users. Continue reading


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A strong web presence is absolutely essential to maintain and grow a business, and the availability of in-office web designers has not yet caught up with demand. This disparity has created the need for an easy-to-use Content Management System (CMS) that allows businesses to manage their own websites without the aid of an on-staff web designer.

Most notably, the CMS Drupal allows web designers to combine the visual appeal of a complex, programmed site with the ease and functionality of managing an email account.  Drupal allows users to publish written and visual content without any knowledge of coding— it works on the premise that if you can use a web browser and Microsoft Word, you can edit your own website! Continue reading