For the consumer packaged goods (CPG) and consumer products industry, branding remains the main focus. According to a new eMarketer report, direct response accounts for about one-third of digital ad spend in the space, while brand messaging claims the other two-thirds. Brands are also upping spend on mobile, which will grab 33.5% of CPG and consumer products digital ad spending this year. Full Article
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eMarketer predicts even more growth ahead, with mobile commerce growing from 19 percent of retail ecommerce sales in 2014 to 26 percent in 2017 in the US, and from 24 percent of retail ecommerce sales to 35 percent in the same time frame in the UK.
There are SEO advantages too, because responsive is Google’s recommended approach to mobile optimization and because it allows merchants to focus all their content energy on a single site. Great content that supports SEO also engages customers, provides a richer site experience and can reduce bounce rates.
With Google checking and ranking over 200 items in its assessment of the usefulness of a web page to the searcher, the question was raised how does Google work out if a site is popular or authoritative. Matt Cutts took time out to explain how to gain authority even though you may not necessarily have many visitors.
Today, around the world, people are joining Web inventor Tim Berners-Lee in wishing the World Wide Web a happy 25th birthday. To mark the occasion, everyone is encouraged to share birthday greetings on social media using #web25. Select greetings will also be posted on a virtual birthday card on the official anniversary site webat25.org.
“The Web’s billions of users are what have made it great,” said Berners-Lee. “I hope that many of them will join me today in celebrating this important milestone. I also hope this anniversary will spark a global conversation about our need to defend principles that have made the Web successful, and to unlock the Web’s untapped potential. I believe we can build a Web that truly is for everyone: one that is accessible to all, from any device, and one that empowers all of us to achieve our dignity, rights and potential as humans.”
According to Google there are more than 60 Trillion pages they now store in their database. Watch and scroll through the story to see how it all works. How Google Search Works
An old 2010 video by Matt Cutts helps explain how Google searches the web
Google Uses more than 200 ranking factors. See the graphic below:
Consumer Sales in Asia-Pacific are Greater than North America
A recent marketing forecast by eMarketer estimates global eCommerce sales will reach $1.5 Trillion in 2014 and will continue to grow by double digits until 2017 when it is estimated the global sales via eCommerce will be in excess of $2.3 Trillion.
The second amazing forecast is that eCommerce sales in Asia-Pacific will outstrip the total eCommerce sales in North America.
A recent survey by Baynote highlighted the following top 7 tips. This is the 4th annual survey Baynote has undertaken and the results are quite enlightening. You can download the full report.
Google paid search results that included pictures of products influenced 31 percent of online purchases during the holidays, according to Baynote’s 4th Annual Holiday Shopper Survey. The survey offers many other interesting insights into how consumers interacted with online shopping sites over the shopping weekend ending with Cyber Monday.
- Free shipping: This was a much more important factor for customers determining where to purchase from online. Sixty percent of shoppers felt free shipping, without any conditions attached, was extremely important, up from 58 percent in 2012.
- Price matching: Physical retailers should be concerned on price matching from online sites. It’s quite common for physical retailers to offer to match competitor’s flyers and sales, but they refuse to match online pricing. Sixty percent of shoppers purchased a product from Amazon or another online competitor while they were actually in a store, because the store wouldn’t match the price.
- Branded Apps: Usage of branded apps, although some people have a love-hate relationship with them, has been increasing greatly. Thirty-four percent of shoppers made a purchase through retailer branded apps, an increase of 48 percent over 2012.
- Coupons: Shoppers in physical stores redeemed many coupons using a mobile device. Sixty-one percent redeemed a mobile coupon from their smartphone while doing an in store checkout. And 62 percent of those surveyed used their smartphone to compare pricing while in the store.
- Customer reviews and product ratings: Forty-eight percent of online shoppers were influenced by online reviews and ratings, which was a 45 percent increase over 2012. For in-store shoppers, 37 percent were influenced by reviews and ratings while an impressive 52 percent of shoppers use their phones to look up specific product ratings while they were in the store. Sixty-nine percent of shoppers are doing their own research at home to avoid requiring sales assistance in the store.
- Email marketing: Sixty-six percent of those surveyed said they make purchases or take advantage of promotions they receive from stores via email.
- Online inventory: This influenced a large percentage of shoppers – 82 percent will shop at another online site when the original site does not have a specific product in stock. Forty-nine percent of respondents said they will check in-store inventory online before visiting the store.
We have been telling clients for more than 10 years that FREE shipping will increase conversion results by 60%+ but there has always been a resistance to take the approach. It is very easy to offer free shipping. Analyse how much your shipping was for the past 12 months. Calculate the percentage this is of your total shipped income. then multiply your online product costs by 100%+ the shipping percentage. You can now offer free shipping without it costing you any more than before. Keep an eye on the actual shipping costs versus the “free shipping” costs and adjust your pricing accordingly.
How Old is Your Website Design and Should you Update it for Ranking Purposes?
Matt Cutts from Google explained in a recent video Q&A session that a website could possibly lose its position if the site is not being maintained or updated. He stated that a website that was “older” and had not had a “facelift” could start to lose rankings due to the user experience not being as good as a more up to date modern website.
Google has, for many years, stated their position on ranking being wholly focused on the end user experience. Their entire business model relies on giving their clients, the people searching, a positive user experience. Ie if the person is searching for information, then they will rank the results in the order that will give the searcher the best user experience possible. Eg is the website relevant to the searched phrase, is the site authoritative in the subject matter, once the person has visited the site, did they stay on the site and if so for how long did they stay. On the other hand if the person quickly returned back to the search results page, then this tells Google the website was either not relevant or the user experience of that particular site was bad. This will influence Google’s results the next time the same search is requested.