For those who have visited the site before, you will have noticed that the site has changed a little. The previous website was designed (and moved over to www.marketingtom.co.uk) in 2010. It has performed very well and brought a decent amount of traffic in from Google searches. The original platform was developed using WordPress and featured the blog on the home page; in fact the blog categories could be accessed from every page. As many of you who use WordPress know, there are two key areas for many users: posts and pages. In our case, the same as for many companies, pages were used to flag up services and the blog was used to discuss topics related to the company, industry trends and to offer insights into new trends - especially relating to SEO, Analytics and Social Media.
However, one key factor has made change inevitable. Back in April 2015 Google announced that it would be "expanding its use of mobile-friendliness as a ranking signal" and sites which were not mobile friendly could see themselves being penalised. Coupled with the fact that mobile overtook desktop a few months prior to this it was inevitable that our site would have to bite the bullet and move over to a responsive theme. And bite the bullet we have!
The new site now features our core business services on the front page and the blog has been moved to a section heading in the main navigation, though the top 3 blog posts can be seen further down the page. A key consideration was to get visitors to the services they required as quickly as possible - whether it's through the 4 services or our forthcoming courses. Facebook feeds have been taken off the home page and feature now as a channel link in the header and tweets now appear in the footer. We have added 2 new menus to the site to aid navigation from the home page and from underlying pages and, unlike many sites, we have retained the original blog categories within the blog section.
For those using mobile devices they will notice that the site automatically resizes according to the resolution of your screen and the main navigation collapses to the standard 'menu' for mobile devices. We hope you like the new site and welcome your thoughts on what you think we could improve on.
Every year we are treated to an overview of the latest Internet Trends from Mary Meeker. The 2016 Internet Trends for 2016 were presented at the Code Conference 2016. In the Slideshare presentation below you will find 213 slides packed with information on the state of the Internet today. It looks at Internet user growth, Internet advertising, Messaging, video and image sharing, transportation and much, much more.
According to Google their Think with Google website is their way of sharing some of the data they have collated with businesses and organisations. You will find heaps of data on mobile, gaining, YouTube, shopping insights, micro moments, mobile app and much more. If you're developing campaigns, websites or mobile apps, you will find it of particular interest. Today I came across Google's Customer Journey to Online Purchase. It allows you to (broadly) get an idea of which acquisition tools - like Organic Search, Paid Search and referral - your customers use on the path to becoming a customer. You simply enter the details of your business: the size (SME, medium or small), the industry and the country and Google's interactive map will show you which channels people are using along the way to becoming a customer. Google's journey identifies early assist interactions and last interactions. Here is the customer journey for the Business & Industrial industry.
With regards channels Google lets you select a specific channel so that you can see its importance on the journey and it also offers tips on which approach you should be using for each. For example, if I select Generic Search I end up with this explanation:
Your Generic Paid Search campaign may have a different impact on your customers depending on when they interact with it. At the beginning of the purchase path, Generic Paid Search helps customers gain awareness of your product or service. In the middle, it creates desire and boosts interest. And at the end, it helps to seal the deal.
This is a really neat tool from Google that helps you analyse the different ways that people use the Internet around the world. Google has collected some good data here that companies (and students) will find very useful and consist of 4 tools.
- Graph Builder
- Trended data
- Audience stories: Brand advocates, Digital Moms, How to videos users and millennials.
- Discover curated insight
Other Articles of Interest
Social Media Trends 2016
Periodic Table of SEO Success Factors
7 Ways Google Search Console Can Improve Your SEO
1-Day Digital Marketing Courses
We are pleased to say that for a 2nd consecutive assessment session Marketing Tom Media has achieved a 100% Pass Rate on the CAM Diploma in Digital Marketing. But not only did our students pass, 50% managed to achieve 'A' grades, 40% 'B' grades and 10% 'C' grades. To say we are pleased is an understatement! Let's hope that our July and December cohort will achieve similar success.
This week saw the launch of the latest mobile version of the Google Analytics app. And, I must say Google has created a very smart interface from which to check out the latest stats from your websites or web apps. These are some of the highlights:
- Easy access to a full overview of your Google Analytics data
- See what is happening now with real-time business data
- Go deeper into your reports with segments
- Customize your own mobile dashboard
- Easily share your insights with others
And here is just one example. As Google says, "You can now build or modify a report quickly and save it to your mobile dashboard."
There does appear to be a whole raft of neat features in this app and the interface is much more user friendly and attractive. I particularly like the ability to create your own dashboard and to it add to it from any of your standard reports. The feature for firing off an email from any email is also neat. The scroll ability within the report is also quite cool as it lets you dig deeper into the reports. This weekend why not give it a whirl - I'm sure you'll like it. If you haven't already downloaded it, you can head over to Google Play (Android)or Apple iTunes (iOS).
Quite a few students will be carrying out keyword research for their CIM/CAM assignments and others will be doing research on behalf of their companies for SEO/PPC/Social Media reasons. Whatever the reason, I'm sure that you might well find an use for the Answer the Public keyword tool. What it does is take your keyword combinations and adds questions and prepositions to them. Also, in a similar way to Google Suggest it comes up with alphabetical combinations which can be added to the end of your keyword query. Why not give it a whirl and test out the various visual and data table options?
You may be wondering where Social Media is going this year. What are the trends to look out for? Are there any new techniques? What platforms will win out? To this end, I thought I'd create a compendium of articles from some of the top Digital/Social Media sites to try and help you figure out what 2016 might hold for Social Media and your business.
Inc. have identified 3 Biggest Social Media Trends to Know for 2016 and they include:
- Video becoming the native advertising platform of choice
- Virtual reality becoming a buzz worthy platform
- The rise of mobile messaging for customer interaction
Social Media Examiner's 2016 Social Media Marketing Predictions From the Experts includes 10 hot trends selected by 14 experts
- Social Media goes private - think groups like LinkedIn and messaging
- Get ready to pay more for traffic - this could include Twitter developing an algorithm like Facebook to display tweets
- Visual customised by platform become critical. Peg Fitzpatrick says that, "Creating anchor content for your website and breaking it into contextual pieces to natively post to each platform will be essential". Wow!
- Live video goes mainstream. We're going to see more Persicope and the opening up of Facebook live to more accounts
Econsultancy has come up with its 11 pivotal social media trends for 2016
- Live streaming - yet again this seems to rear its head.
- New social publishing formats - they reckon the growth of Snapchat Discover, Twotter Moments and Facebook Instant Articles points to a trend of keeping viewers 'in app' which will, in turn lead to more ad engagement.
- Video Innovation - we will see brands getting more creative with video content. Think virtual reality style ads!
- The even bigger rise of the buy button - we will see more brands using the 'Buy' buttons on Facebook, Twitter, Pinterest and Youtube.
Forbes magazine came up with The Top 7 Social Media Marketing Trends That Will Dominate 2016
- In-the-moment updates will dominate - with the growth of Persicope over the past year we may see the demise of scheduled posts and the rise of 'in-the-moment' updates.
- Buy buttons will take over - it will be interesting to see how this does develop or whether we'll get 'buy-button-blindness'.
- User privacy concerns will hit an all-time high - the author Jason DeMeyers believes that only platforms 'which offer a degree of privacy and security will continue to thrive'.
Social Media Marketing Courses
On the @TwitterSmallBiz account you can find a whole host of tips to ensure that you are maximising your use of Twitter. Here are a 10 that I came across this morning and wanted to share with you.
1. Pinning Tweets To the Top of Your Timeline
2. Include Prices
3. Take Images On Your Camera At Events (Don't forget to hashtag!)
4. Schedule Your Tweets
5. Share Pics of Your Staff
Jack Dorsey is back at the helm of Twitter and it looks like things have been fairly busy over there for the past few weeks. Whilst some of the news outlets have focused on Twitter's growth problems Jack and his team have been getting on with the job of improving Twitter. So, where shall we start?
Loves replace Favourites
Well, yesterday Twitter decided to turn its "favourites" button into a heart and call it "Likes". If you listen to some people, you'd think the Twittersphere had exploded but, I must say, I quite the idea. I was never really sure about favouriting - was it for me to save (bookmark) or to say to people that I liked what they were tweeting? Well, this button seems to make more sense and I'm sure my number of 'loves' will increase!
Another recent development (2 weeks' old actually) which you may have seen on your desktop or mobile devices is the poll function. This allows you to create snap polls to get quick feedback from your audience on all manner of subjects. The two-choice poll appears in your compose box, lasts for 24 hours and polling is anonymous.