Personalisation

  • Why local matters, even for national advertisers

    … There’s been a lot of talk recently about personalization as Google, Facebook, and others continue to roll out new targeting features. These features like Customer Match and Custom Audiences allow advertisers to target consumers based on previous data captured. These targeting capabilities have been incredible at driving improved return…

    Jason Tabeling/ Search Engine Watchin Social- 23 readers -
  • Eight content marketing trends to think about in 2017

    … It’s time to plan the year ahead, so how about starting with a look at the content marketing trends that will make 2017 easier and more effective? Content marketing is an integral part of a digital marketing strategy, and as it grows even more popular in 2016, it’s time to maximise its effectiveness in 2017 and examine all the new possibilities…

    Search Engine Watchin Content- 36 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- 30 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- 28 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…

    Search Engine Watchin Mobile- 23 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- 22 readers -