Categories
Internet Marketing

Mobile first marketing

Mobile-first marketing begins with an ad created for mobile phones then expands to accommodate tablets, laptops, and desktops. It caters to the on-the-go lifestyle of consumers who use their phones to check email and/or browse whenever and wherever. Mobile first ads are generally filmed in an upright position and display multiple images for users to swipe through. With global data traffic forecast to increase to 49 Exabyte per month by 2021 and the average daily amount of time spent by adults on mobile devices approximately 203 minutes, this advertising strategy is gaining traction.

Remarketing ads enable your company to show targeted ads (through the use of cookies) to users who have already visited your site. This allows you to send custom content/messages to your target audience, provide more personalized/timely ads and boosts your revenue as remarketing ads have a high return on investment.

Influencer marketing is a word of mouth approach to advertising that uses key leaders to augment your company’s message. Influencers may be carefully selected celebrities and/or well know Instagram or YouTube personalities. They help promote your business through their social channels.

User-generated content (UGC) is content created and published by unpaid contributors (fans, frequent purchasers/users) who promote your brand through blog posts, website pages, images, social media posts, testimonials, videos and tweets. Considering that UGC is more likely to influence a conversion than professional content, can you afford to ignore this advertising stream?

Over the top advertising (OTT ads): It is increasingly popular to stream content from over the top services (Netflix, HBO Now, Apple TV+, Google Play Movies & TV, Hulu, Amazon Prime Video, Disney+, etc.) via integrated Smart TVs, personal computers, mobile devices and digital media players. OTT advertising is the placement of ads on OTT content. This advertising method allows your company to use advanced analytics and targeted ad insertion to get your ad to the right person at the right time. OTT advertising has the potential to generate massive revenue.

References:

Wordstream [1]
Wordstream [3]
Smartyads [4]
Instapage [5]
Instapage [6]
Muritech [7]
TemplateToaster [8]
Business 2 Community[9]
Singlegrain[10]
Instapage[11]
Curalate[12]
3playmedia[13]
tintup[14]

Categories
Google

Web Crawling, Click Fraud Detection, and Coffee. Oh My!

CAYK’s Current Research & Development Project  (Part 1) 

11,407,243 – This is our current count of websites that have participated in the Google Ad Network to date. (Websites that allow Google to place their ads on them.)

Now that you know that, how do you pick which websites to show your advertisements on? That’s a big number after all, and it’s the only representative of the ad placements that we’ve come across during this R&D project. After all, Google isn’t publishing that list anytime soon, so we’re left to build the list without their help.

It’s not difficult to rule out large portions of available ad placements with the tools provided within the ad management platform. However, even a small targeting change often wipes away millions of domains without actually knowing with any degree of certainty whether or not they would have otherwise brought value to a client’s advertising campaign. Worse is that the placements that remain after targeting updates haven’t actually been vetted. While this is the nature of the industry, it’s certainly not good enough for us.

Data-Drive Marketing vs Research and Development
Where lies the line between the two?

By the very nature of digital advertising, every online advertising decision is bordering on a big data project. Selecting advertising placements is a great example of this phenomenon, with millions of websites that can be targeted, how do you decide which are worthy of advertising funds, and which are not? It may be a bold approach, but we’re working towards vetting each one individually.

It starts with tracking down domains participating in the ad network. This means first crawling as many sites as you can and gathering previous crawl data wherever you can find it. Of the 248,555,113 domains in our overall database (248.5 million!), approximately 4.6% have had tell-tale embed scripts or DNS calls that show participation in Google’s Ad Networks.

The scope required to do anything on this scale has led to a long journey of learning with the singular purpose of doing the best job we possibly can for our clients. It’s been actively worked on (nearly every single day, (weekends too!), for over a year! In our upcoming mini-series, we will break down some of the key milestones of this project, speak to the many hurdles and challenges which needed to be surmounted, as well as help explain how these learnings are already bringing value to our clients!

Categories
Featured Google Search Engine Optimization

How Significantly will Google’s Mobile-Friendly Algorithm Update Impact your Website?

Is your website already designed to be mobile-friendly? Are you prepared to conquer the upcoming changes in Google’s search algorithm? If not, it’s not too late! You still have about two months to make changes to your site before the new search algorithm goes into effect.

While Google making changes to how it ranks websites in their search results should be nothing new to you, the update that will take effect on April 21st is set to be one of their most significant modifications to date.

What the Update Means for your Website

Google’s recent announcement of an anticipated algorithm change that will favour mobile searchers means that Google’s search results will now rank mobile-friendly sites higher than their non mobile-friendly counterparts.

If your site lacks critical mobile-friendly characteristics, it will most likely fall in Google’s search results when the new algorithm goes into effect. Alternatively, sites that make changes to become more mobile-friendly will likely move up in Google’s search results.

If you run an indexed application, Google will now serve up information from your app in search results for signed-in users that have your app installed on their device. Your search engine ranking will also be somewhat determined by the quality and relevance of that information.

How to Make your Site More Mobile-Friendly

Seeing as how your search ranking will surely fall if you do not do so, adapting your site to be more mobile-friendly is essential. Fortunately, there are many ways that you can do so without completely redesigning your website.

One of the ways to improve the mobile-friendliness of your website is to allow Googlebot access to JavaScript, CSS, and Image files. This will give Google’s web crawling bot the ability to crawl these properties of your website to more effectively index your content correctly for improved overall rankings.

If you’re attempting to integrate mobile and desktop versions of your website, accurate redirects are a must. In other words, if mobile users are searching for a desktop compatible URL, your site should effectively redirect the user to the mobile-friendly version of your site.

As an Internet user, you’re most likely familiar with receiving a frustrating “Page not found” message when searching for a specific page you’re interested in. While the page might exist on the desktop version of your site, you also need to be sure that its’ equivalent exists on your mobile-friendly site.

Because most mobile users will typically wait less for a page to load than their desktop counterparts, it’s also essential that your mobile-friendly site loads quickly and completely. If you fail to do so, momentarily interested users will lose interest as soon as they gained it.

Text size and font choice are also two very important criteria when designing your mobile-friendly site. Because mobile devices are obviously much smaller than desktops, you must be sure that your site can be read on multiple different-sized screens.

As Google makes another important change to their search algorithm, it’s important that your website doesn’t get left behind. If you’re looking to discuss your company’s online marketing needs, be sure to give CAYK® a call at <span class="**403-456-0072**-CAYK">***403-456-0072***</span> today!

Categories
Featured

Benefits of Working with a Google AdWords Certified Partner

Is your company struggling to market itself effectively? Have you thought about bringing on a Google AdWords Certified Partner to help you? If not, you should know that certified partners have been trained to help you design and implement highly effective services and strategies that are up-to-date with the most recent developments in your industry.

The Google Partner program is specifically designed to give agencies like CAYK® the tools and resources that we need to be able to offer the best service possible to our clients. If you’re looking for a team to assist with marketing and brand management, here are few important reasons why you should work with a Google AdWords Certified Partner:

Promotions

Through their strategic partnership with Google, certified individuals can help you find promotional offers that you wouldn’t otherwise have access to. Many certified companies, for example, might offer free advertising services in exchange for your commitment to spend a certain amount in AdWords. While many offers are for a limited-time only, many are always available, and your Google AdWords partner will always be up-to-date with the most recent deals.

Events

A Google AdWords Certified Partner will, generally, be able to host special Google events, such as sponsored quarterly client meetings, a Google Engage Event, or a Digital Breakfast. These types of events are great places to pick up useful knowledge and helpful tips directly from Google. It’s also a perfect opportunity to sit down for some face-to-face time with your certified partner to address any questions that may arise.

Access to Industry Research and Product Updates

Google offers the latest information on industry research as well as access to exclusive reports outlining important product updates. When working with a Certified Google AdWords Partner you’ll have full access to a vast array of past and present research through Google’s extensive global databases.

The information available in these databases helps to stay current with the most recent trends and encourages understanding of how these trends affect consumers in a given industry. For an advertiser, access to Google reports on Research Tools, Best Practices, and Performance Research aren’t easy to come by unless you’re a Google Partner. This also affords us the benefit of being among the first to be notified of any product and software updates that are relevant to AdWords and your business.

Access to the Partners Community

Working with a Google Certified Partner will also give you access to an extensive community of experts willing to share advice, opinions, information, and knowledge that will help you advance your business. The community of Google Partners is a great resource for staying on top of the latest policies, products, and software developments that might affect your company.

At CAYK®, we are constantly committed to learning from Google AdWords, as well as industry experts, and connecting with marketing gurus to outline advances strategies that will ultimately prove beneficial for our clients. If you’re interested in discussing our services, please don’t hesitate to give us a call at 1-<span class="**403-456-0072**-CAYK">***403-456-0072***</span> today!

Categories
Content Featured Internet Marketing Online Marketing Uncategorized

The Benefits of Investing in Owned Content

With today’s accessibility to social media, many companies are using native advertising in the form of suggesting Facebook posts or promoting tweets that link to online publications that advertise their services. Often, the content of these publications doesn’t come directly from the company itself.

Owned content is a growing trend that promotes the use of original videos, blog content, a functional and responsive website, and active social media channels to extend your business reach. The content can really come in any form as long as it is original and authentic to you.

Recently, Twitter and Google announced a marketing partnership designed to reward businesses for advertising with original content. As Google searches remain the primary driver of traffic for most websites, the partnership will highlight how social media strategies can be used in tandem with search to achieve greater levels of content engagement.

For businesses, this means you’ll be able to significantly expand the reach of your content, as popular tweets linking back to original, owned content will now show up directly in Google’s search results. On the other side, this means that companies need to be even more aware of the content they post on Twitter, as an even larger audience will now have access to that content.

While this development is great news for real-time marketers, it also underscores the importance of companies creating unique content that doesn’t piggyback on the heels of others. Here are a few reasons why you should invest in owned content:

You’ll Retain Control of your Brand

When you have a say in the content creation side of your marketing effort, you’ll have more freedom to tailor your brand to your company’s unique goals and preferences. This will also increase your ability to eventually expand your business’ online presence as you grow.

It’s Cost-Effective

Embarking on the quest to write and channel your own content is actually considerably more cost-effective than many other forms of advertising. If your schedule’s too busy to write the actual content yourself, you can always hire a reputable copywriter to create content for you at a reasonable price.

You’ll Be Able to Cater to your Niche

You should have the best idea of the markets you’re trying to serve, how the products or services you offer serve those markets, and how your online presence captures your market segment. Therefore, you have the greatest ability to cater your original content and social media accounts to attract your desired niche.

Although creating owned content may require more time and maintenance than traditional, native advertising, the benefits of having your own original content far outweigh the costs. Maintaining creative control of your brand, reducing advertising costs, and catering to niche markets are just a few of the advantages of investing in owned content this year.

For more specific advice on digital marketing and how to maximize your business’ online presence, please give us a call at 1 403-456-0072 today or visit our website to learn more about our marketing services!

Categories
Calgary Marketing News Internet Marketing

The Growing Importance of Real-Time Marketing

The digital age of marketing is far from a new trend. We’re constantly plugged into social media looking for current world news and cultural events that will affect our business. Many businesses have already realized that they can take advantage of this constant connectivity.

These businesses are utilizing real-time marketing efforts to appeal to both current and potential clients who are constantly checking and updating their social media feeds. Embracing real-time marketing will help your company respond more quickly to events that you can leverage to drive interest in your products or services.

In fact, studies have shown that when real-time marketing is included in the marketing mix, consumer sentiment, purchase intent, interest, likelihood to recommend, and serious consideration all increase significantly.

When Does Real-Time Marketing Come Into Play

Many great examples of real-time marketing can be seen during any major sports or entertainment event. During the Super Bowl, for instance, your company can drive extra traffic by strategically tweeting live or utilizing trending hash tags that catch the attention of an audience that you wouldn’t normally connect with otherwise.

The recent partnership announced by Twitter and Google is set to have a huge affect on the real-time marketing world. Now that Google has agreed to list popular tweets in their search results, the impact of a well-timed tweet during a large event can have exponentially more impact.

For example, an amusing joke about a celebrity during the Oscars may not only be seen by those currently searching for that celebrity on Twitter, but it may now also reach those typing that celebrity’s name in their Google search bar.

The Importance of Preparing a Content Strategy

While posting content that promotes your brand on Twitter is a good way to engage plenty of users, the number of users that you can reach via Google is infinitely larger. That being said, a misconstrued tweet might also result in more critical feedback as a result of Google and Twitter’s newly formed partnership.

When you post something that has negative backlash on Twitter you can easily go back to delete the tweet before things spiral too far out of control. With the newly announced partnership, however, your tweet may remain in Google’s Index well after it is removed from Twitter.

This heightens the need for company’s to carefully consider their real-time posts before sending them out into the world. The hope is that this will encourage companies to improve the overall quality and originality of the content they post.

Real-Time Marketing is Impactful and Essential

According to CMO.com, while 60 percent of marketers admitted that they struggle to personalize real-time content, 77 percent of marketers surveyed felt strongly that real-time, personalized marketing was crucial to their business’ advancement.

Marketers surveyed by CMO.com also reported that their real-time marketing efforts lead to a better customer experience and, therefore, increased customer satisfaction. It has also helped companies improve their customer retention rate and many have also begun to explore the possibilities for driving additional revenue by creating personalized offerings that serve clients’ direct needs.

As a marketer, it’s essential that you understand the importance of real-time marketing and take the time to outline a strategy to reach a larger audience in light of the recently announced Twitter-Google partnership. By designing a real-time content strategy that capitalizes on popular news and events, your company will be able to appeal to an increasingly broad market.

Categories
Uncategorized

Why You Should Make the Switch to Responsive Marketing in 2014

Existing clients and contacts will already know that CAYK® has been beating the drum on responsive marketing for a couple of years now. As the new year comes into full swing, we are even more confident than ever that this is the best answer for businesses of all sizes to manage their different campaigns.

We hope you’ll make the switch to responsive marketing in 2014, as well, and enjoy a couple of important benefits:

Responsive marketing makes your campaigns adaptable. Is your business the same as it was a few years ago, or even a few months ago? If you’re like most of our clients, the answer is “not really.” That’s because products, prices, and even business conditions change all the time. With responsive marketing, your marketing campaigns can change right along with them.

Why stay tied to a certain set of tools and tactics even if they no longer apply? With responsive campaigns, we help you decide what you need to do to reach customers on an ongoing basis, and then deliver a changing menu of products and services based on what you need.

Responsive marketing is all about results. One great thing about responsive marketing campaigns is that they are driven by results. In other words, we don’t just guess about what you’re going to need going forward, we study analytics and customer feedback to see where you’re making gains, which part of your marketing campaigns could use improvement, and how best to allocate resources going forward.

If you like the idea of getting sharper results without increasing your budget or time commitment, responsive marketing might be perfect for your business.

When it comes down to it, there really isn’t a good reason not to make the switch to responsive marketing this year, if you haven’t already. Why not talk to a member of the CAYK® team and let us walk you through the details?

By David A. West  Join me on Google+

Categories
Online Marketing

Do You Need Separate Online and Offline Marketing Partners?

For a while, after Internet business and online marketing became huge topics, it was necessary for ad agencies, graphic designers, and other creative vendors to distinguish themselves as “online” or “offline.”

But, in 2014, do these distinctions still matter? And do you actually need separate vendors for online and offline marketing? For huge companies with multiple divisions and advertising campaigns, it might make sense to keep separate types of agencies involved. For smaller businesses, though, there really isn’t much need to have separate online and offline marketing partners. After all, it’s really just creating more work… not to mention more invoices.

To understand how and why, here are a couple things to remember:

Having one creative team is generally going to be more efficient. You want your team of designers, writers, and other creative professionals to know your company inside and out, and to have a firm grasp not only on what you do, but also where you hope to take your business in the future. That’s drastically easier to accomplish if you have a single team with just one or two points of contact than it is if you have multiple vendors who are trying to stay on top of your business plans.

The exception lies in specialty campaigns. Occasionally, ultra-specific types of campaigns (such as distributing leaflets in your local neighborhood, for example) are best handled by niche-type companies. Often, however, these vendors can work beneath, or in conjunction with, your established marketing team for best results.

Except in rare circumstances, the best way to balance online and offline marketing is to work with one creative agency that understands what your real, bottom-line goals are. They can help you devise the best strategies for meeting customers, whether that comes over the Internet, through the mail, or in some other way.

By David A. West  Join me on Google+

Categories
Online Marketing

The Three Easiest Things to Change in Internet Marketing

Earlier this month, we asked you to consider whether your 2013 marketing was a success or not, and specifically whether or not you have reached your biggest goals. We recommend that, if you didn’t, you look at different elements of your plan and see if you can find areas for improvement.

You might be wondering what those actual areas for improvement would look like. That’s going to change from one company or situation to the next, of course, but in general there are three things that are usually easiest to change in Internet marketing, and that lead to the biggest changes in results:

1. Your budget and commitment. Although you don’t have to spend a fortune on Internet marketing to make it work, you do have to make a healthy investment, in terms of your budget and schedule (at least initially). Trying to do everything with nothing is rarely a blueprint for success.

2. Your message and sales strategy. Sometimes, you can do all the right things and have them fail to work simply because you’re trying to sell the wrong things to the wrong people. In other words, if your unique selling proposition is out of line with what your customers actually want or need, you’re making things harder than they have to be.

3. The Internet marketing team you’re working with. Of course, it needs to be pointed out that, if the first two elements are in place, the issue might be with your team of advisers. Are they making helpful suggestions for the future? Are you listening to those suggestions?And finally, do you think you could get better advice and guidance elsewhere?

If you’re feeling very underwhelmed by the results you’ve gotten from business web design and Internet marketing in the past, there’s a good chance you need to change at least one of these three variables. Otherwise, you’re likely to end up repeating the same campaigns again and again… with the same disappointing results.

Categories
Calgary Marketing News

Did You Meet Your 2013 Marketing Goals?

December is a good time to take a step back and evaluate all the different parts of your company, and your marketing in particular. By now, you probably have a pretty good idea of whether or not you’re on track to meet your new sales and revenue targets.

So, did you meet your 2013 marketing goals?

If you did, what will you do next year to keep the momentum going?

As you’ve probably already learned by now, what you did to get to a certain point isn’t necessarily enough to keep you moving past it. In other words, even the most successful marketers have to try new campaigns and ideas once in a while. So, if you have a winning plan in place, be sure to identify and keep the elements that are already working for you. At the same time, though, look for areas where you could find a little bit of improvement next year, too.

And if you didn’t, why not?

There are lots of reasons your 2013 marketing might not have gone the way you wanted it to. Perhaps you didn’t have the budget you planned, were missing key personnel for part of the year, or just didn’t execute a strategy the way you had hoped. Regardless of the specific cause, see if you can think of ways to avoid the same pitfalls for next year. No single mistake is ever usually damaging to a business unless it’s repeated again and again.

Although a lot of people like to focus on the creative aspects of marketing, assessing your team, goals, and performance from time to time is one of the best ways to find new directions going forward. Whether or not you are successful with your marketing goals in 2013, now is the perfect time to start looking ahead to bigger and better things next year.