• Why local matters, even for national advertisers

    … results can make a big difference. This means both high and low performers. Just because you sell nationally doesn’t mean you need to advertise and pay for traffic nationally. ABT – Always Be Testing Take a run at some key markets with different ad copy and landing page experiences. What are the ways that showing localization to your customers can drive…

    Jason Tabeling/ Search Engine Watchin Social- 21 readers -
  • Eight content marketing trends to think about in 2017

    …. Personalisation As marketers seek for relevance in their content marketing strategy, personalisation becomes crucial, narrowing down the audience to increase the effectiveness of a campaign. Content is not created anymore to reach a broad audience, but rather a specific target group, as this may be more useful for a brand trying to stand out from its…

    Search Engine Watchin Content- 32 readers -
  • How paid search and personalisation can work together

    … We don’t generally think of paid search as a great channel for personalisation, but increasingly, it’s becoming one. Caroline Reynolds, VP of Paid Search at iProspect, gave a presentation at the Content Marketing Association’s most recent Digital Breakfast explaining exactly how personalisation and paid search can work together. It’s never been…

    Search Engine Watchin Paid Search How To's- 10 readers -
  • Are your emails personal enough?

    … When it comes to email content, we know that data is key to ensuring messages are relevant and engaging for those who are receiving them. Return Path’s new report in partnership with Ascend2: Strategies and Tactics for Data-Driven Marketing delves into the goals of B2C marketing influencers and how they are using data to improve their email…

    Luke Richards/ Search Engine Watchin EMail- 29 readers -
  • How to use purchase intent for more effective keyword search

    … If you think the lowly keyword is dead, think again. Good research can help a business position itself with the the right content to engage the audience at different points of the consumer purchase journey. Have you experienced one or more of these problems with your SEO and PPC ads? • Your pages are ranking well, even at number one…

    Motoko Hunt/ Search Engine Watch- 16 readers -
  • How are beacons going to affect search marketing?

    … Recently I’ve been reading a lot about the effects beacons and proximity marketing may have on search strategy. (I actually work for a company that makes beacons and management software, so it’s not just me being boring). I’ve found little doubt that it will bring some very fundamental changes to the way we reach customers, and the type…

    Matt Owen/ Search Engine Watchin Paid Search How To's- 26 readers -
  • When will responsive websites respond to user context?

    Terms like “mobile first” and “responsive web design” sound dynamic and user-centric, but the reality is most mobile-first responsive websites are simply reformatting ubiquitous content to suit different devices. Goal of web (or app) advertising: right message, right person, right place, right time. Goal of website (or app) content: whoever, wherever, whatever, whenever… eh… same content.

    Search Engine Watch- 18 readers -
  • 5 ways to use personalisation in your email marketing

    … the case for personalisation. 56 percent of consumers say they would be more inclined to use a retailer if it offered a good personalised experience, according to O2’s Rise of Me-tail study. And Experian’s transactional email report states that personalised emails are six times more effective at lifting transaction rates and revenue than bulk email…

    Constant Contactin EMail- 21 readers -
  • Month in Numbers: January 2015

    …% of surveyed global marketers thought that the most exciting marketing opportunity for 2015 is customer experience. In terms of customer experience, the biggest opportunity here is…. you got it, PERSONALISATION. Seriously, it’s not going away. 38% of the respondents believe that ‘omnichannel personalisation will become a reality in 2015′, if you…

    Charlotte Hardy/ Attacat of Edinburghin Twitter- 23 readers -
  • Is Personalisation The Death of Exploration?

    … Personalisation has been one of the big trends in recent years, and I’ve worked with many brands who consider the personalisation of a customers’ digital experience to be key to their business and credibility. Many well known brands have been slow to get on board with personalisation, and in particular, working to adopt a multi-channel…

    Polly Pospelova/ State of Digital- 11 readers -
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