Categories
Internet Marketing

Mobile and Your Marketing Plan in 2016

As you may know, 2015 was a benchmark year for the ever-evolving relationship between the internet and consumer mobile devices. It was the first year in history that the number of mobile-only internet usage among adults surpassed that of desktop-only usage. This year, you should plan accordingly!

The Basics

Let’s consider your site and your SEO. Firstly, the necessity of a mobile friendly site is indisputable. And we’re not just talking about a quick responsive overhaul. Your visitors will navigate your site differently and have different expectations when using a mobile device. Considering the psychology of this will be to your advantage, such as the relatively short attention spans and browsing times on mobile compared to desktop. Also keep an eye on the rise of voice search. Thanks to this and mobile devices, we’re entering an age where simple and unnatural keywords are subsiding in favor of more natural, conversational strings of information.

New Forms of Advertising

If you’re currently reluctant to take apps like Instagram and Snapchat seriously, you may want to reconsider. By the end of last year, Instagram opened its advertising capabilities to businesses everywhere. While Snapchat’s current system is still in its infancy in terms of accessibility and versatility, it’s only a matter of time before their in-progress API will make for a practical and effective mode of targeted advertising. When you consider their usership, potential behind both of these can’t be ignored. Neither can AdWords’ “mobile-preferred” function, vertical video ads tailored for phone screens, native ads placed within apps (which can often bypass adblock software), and more.

Adaptability & Creativity

In general, mobile usage should be viewed as enough of a game-changer that it should fundamentally transform the way you approach your company’s brand. It’s an opportunity for you to adapt in new and exciting ways, so be prepared to think of marketing in much more flexible and creative terms. Whether it’s the development of an app for your business to customize and streamline customer experience or the use of features like Instagram’s “Shop Now” to integrate your social profiles with e-commerce, the possibilities are always expanding. Whatever route you take, it’s clear that 2016 is only the beginning for mobile!

Is your business ready to stay current among the latest developments in digital marketing? CAYK can help you stay prepared! To fortify your brand for 2016 and beyond, give us a call at 403-456-0072 today!

Categories
Google

Could Google Decide the Next Election?

We see Google show up in the media every day, usually regarding things like SEO, mobile technology, and other topics. One that has spread like wildfire lately is somewhat unusual: the effect of search listings on the outcome of elections. Let’s investigate.

Google and The Voter Margin

A wealth of recent research has made it quite clear that how a candidate is ranked in search listings has a direct correlation on how a voter will decide. We know the same to be true for consumer choices and other types of decisions, so it’s not terribly surprising. These days, demographics are as divided as ever. There are extreme ends to every issue and many voters become unsure about how to align themselves. This means some vote decisions may come down to a single search. Another critical factor is voter margins. The current election is becoming a tight 3-way race and this makes search ranking all the more potent in how it affects the outcome of an election.

How Voters Get Their Information

During election season, even before using sites specifically designed for the comparison of candidate policies, internet users everywhere are conducting Google searches to learn about who is running. Even as many voter information sites strive to be as neutral as possible, more often than not, users still go through Google to get there. Of course, a significant amount of this comes from direct sharing between people on social media, but the dominance of Google as a tool for electoral decision-making is unmistakeable.

What it All Means

The fact that Google’s search algorithm has the ability to sway undecided voters may seem unsettling, but it’s also a very informative discovery. It underlines how powerful search technologies can be in guiding our lives. This has larger implications for thinking critically about what information is made available and how autonomously you’re making a decision. It’s useful to be aware of how you are being influenced by all that information, how it is presented to you or your audience, and how this may lead them to one company over another. As a business owner, you’ll find that this is relevant to you at every turn.

CAYK is dedicated to helping you understand the power of today’s search and marketing technologies. To learn more about the capabilities of digital marketing tools and what they can do for your business give us a call at (403) 456-0072 today!