Tag Archives: seo

Mobile Making New Brands Relevant

It’s never easy to establish yourself with consumers.  Competition is tight and consumer loyalty can be difficult to attain.  Mobile devices are a double edged sword when it comes to this.  Smart phones and tablets have made it easy for people to find to find your business, but it’s also made it easy for them to compare prices and find deals.  New research has become available that shows how mobile device owners find out about new products and businesses.

shutterstock_110330516• Two-thirds of smart phone owners have geo-location applications on their device, this makes it easy for shoppers to see the places they want to shop and how close your store may be to them

• Nearly 80% use search engines to find new products

• Over 30% use online ads and digital product reviews to discover new brands or products

• Just under a quarter have found new products through either Facebook posts or ads on Facebook

• 7% used twitter posts or ads and 6% saw a new product on Pinterest

What Does This Mean To You?

Technically, mobile should be thought of as a platform and not a solution.  There are many solutions that can be classified as mobile.  Geo-location apps, shopping apps, QR scanning apps are all native mobile solutions but there are other solutions that are becoming mobile-centric.  Because email, search and social networking are all becoming more mobile in nature, marketing via these channels could also be classified as mobile.  It’s more important to classify them in the way consumers are using them and develop campaigns that way.  For more information on making more money through mobile, please contact your Sun Sentinel representative or:
Julie Otto
Research Manager

Source: Mobile Commerce Daily; Forrester


Searching For Better Health

Search engines have become the starting point for most internet users.
In fact, 56% of adults and nearly three-quarters of internet users
nationwide have used a search engine in the past 30 days.  Several
studies have been released that looks at the role search engines play in
online health information.

shutterstock_55976134• Eight in 10 internet users look online for health information

• Two-thirds of health information searchers look for diseases, over half look up treatment options and over 40% search for Doctors

• Health related searches on Google are up 47% from last year

• One-third of consumers search for specific brands of medications

• Over 90% of physicians use search engines to find health information

• Nearly one-third of moms search online for health information at least once every few days

What Does This Mean To You?

When it comes to search habits, consumers don’t go too far. 90% of
searchers click on the first listing and the vast majority don’t go past
the first page.  Also, search is important to reaching the mobile
consumer. 73% of mobile device users have utilized a search engine on
their device in the past month.   Incorporating robust search tactics
into your marketing strategy will help ensure that interested consumers
know where you are and what you offer.  For more information on how to get great results through an effective search campaign, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: GeoNeTric; CBI; The 2012 Multi-Market Scarborough Report, Release 1; DigitaHealthPulse

Who Are Affluent Consumers?

In yesterday’s post, we looked at what media affluent shoppers tend to use.  Today, we’ll look at what just who these shoppers are.  This information may help you to put together holiday strategies if you are targeting the upper-end consumers ($100,000+).

Who are affluent shoppers?

• Nearly 40% are boomers between the ages of 48 and 66. One-third are Gen Xers between the ages of 31 and 47.

• One in five affluent adults are under 30 and less than 10% of affluent shoppers are age 67 or older

• One-third of high end consumers live in the South and one in four live in the Western U.S.

• 22% live in the Northeast and one in five reside in the Midwest

• The vast majority, 85%, of adults with incomes of $100,000+ are Caucasian.  8% are of Hispanic origin, 7% are Asian and 6% are African-American

• Nearly 60% work full time

• Over 60% work in managerial or professional roles, 13% are C-level executives and 17% are business owners

 What Does This Mean To You?

Creating connections with this group can yield big results for your organization.  Yesterday’s post gave some insights in to the media they tend to use.  Today, we’ll take a deeper look to help you target these consumers and create relationships with them.

• 77% of affluent adults nationwide have read a newspaper or visited a newspaper website in the past week

• Affluent adults are over 80% more likely to access newspaper content through a mobile device than the general public

•They are nearly 20% more likely than the average adult to have visited a social network in the past month and almost 30% more likely to have visited using a mobile device

• Seven in 10 affluent adults used a search engine over the past 30 days

• Nearly three-quarters are texters and they are 60% more likely to have checked their email via mobile device

• 37% went online in the past month to view online videos

Print, Mobile, Social, Search and Video – these are the things that affluent shoppers are relying on heavily and are the tools that can help you garner
their attention.  For more information on targeting tools to help you engage
and monetize the affluent audience, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: IPSOS Media; Mendelsohn; The 2012 Scarborough Multimarket Study, Release 1; Totally Uncorked on Marketing

Following The Mobile Money

Businesses worldwide are continuing to invest in mobile technologies to reach consumers and sell more goods & services.  There are many different types of  marketing tools that your business can deploy to improve results.  A new report has been released that shows what types of mobile marketing companies are currently using and will be spending money on in the future.

• US companies will spend over $2.6 billion on mobile advertising this year, that’s an increase of over 80% from last year

• In 2016, mobile spending will approach nearly $12 billion

• Nearly half of all mobile spending, almost $1.3 billion, will be done on search.  By 2016, spending on search will eclipse $5.5 billion

• Over 40% of mobile ad spending this year will be done on display.  Rich media ads are the top type of display ads purchased.  Nearly $500 million will be spent on mobile rich media display advertising

• Banner ads are the second most popular mobile display ads with over $450 million being spent on them this year.  In 2016, spending on them will top $2 billion

• Mobile video ads are poised to see the biggest jump.  Last year, $68 million was spent on mobile video ads.  This year, that number is forecast to jump 122% to over $150 million.  Next year, spending on mobile video advertising is expected to nearly double to over $300 million and hit over $1.18 billion by 2016

• This year, mobile video made up 14% of mobile display spending and 6% of total mobile spending.  In 2016, mobile video will increase its importance and make up 20% of mobile display spending and 10% of total mobile spending

What Does This Mean To You?

Creating a sound mobile strategy is pivotal in your success.  Part of that is knowing where your competitors will be putting their dollars.  It’s a good bet they will be doing some kind of mobile marketing.  Since so much money is going to be spent on search, you need to develop sound SEO tactics.  Search is one of the top ways that consumers find local businesses.  Video is also very important,  consumers are extremely engaged with mobile video.  For more information on how to develop a mobile strategy that helps you gain a competitive advantage, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer

Consumers Rely On Search

The web is a vast resource.  It’s the place most consumers start when looking
for data.  As a business, you need to make it a priority that consumers
can easily find information about your company. With so many records
available, making sure your business natively rises to the top of the
heap can be a challenge.

• Over 60% of consumers use search engines on a daily basis, another 21% use them fairly often

• Less than 5% of adults nationally rarely or never use search engines

• Over 60% of consumers said they can easily find the information they need on search engines about half the time

• Over 25% say they always easily find what they need •

• Nearly 90% of consumers say that non-relevant sites show up when they are searching

• Females are more likely than males to use search engines on a daily basis

• Men are slightly more likely than women to always easily find what they need on search engines

What Does This Mean To You

It’s very important that your organization be easily found on the web. Very few searchers look beyond the first page.  In fact, most contact the first listing.
When was the last time you reviewed at your search results?
Are you the first listing?
If consumers have a hard time finding your company, what is the likelihood they will visit your site?
How many different listings from competitive companies have they seen?
With so many searches being performed via mobile device, are you losing physical floor traffic because of your search strategy?

Among Broward And Palm Beach County adults:

• Over 1.3 million adults have visited a search engine in the past month

• Nearly 690,000 have visited a search engine via mobile device in the past 30 days

Search should be part of overall marketing strategy, robust search tactics will help ensure that your message is being seen.   For more information on how to effectively utilize search to grow your business, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer; AYTM; The 2011 Scarborough Report, Release 1

Mobile, Not Just Social But Local As Well

Mobile technology represents true media and content convergence.  Smart phones and tablets can be considered an extremely effective, high tech direct response tool for local businesses.  It is also becoming the preferred avenue for social media interaction.  New research points to how local information seekers use their smart phones and how socially engaged they are.

• Over half of smart phone owners check social networks via mobile device on a daily basis

• 77% of those who looked for local information contacted a local business; nearly 60% visited
a location

• Nearly 90% of mobile consumers who seek local information take action that same day, 36% act immediately and almost 40% take action within a few hours

• Over 40% of those who sought information made a purchase, more than a third made an
in-store purchase

What Does This Mean To You?

Smart phones give you access to consumers on devices that they are rarely without and mobile ads drive action.

• Nearly half of consumers who saw a mobile ad took some kind of action

• Over a quarter contacted the advertiser

• A third visited the company’s location

• Half made a purchase

Consumers use their mobile devices for many reasons and these reasons can effect your business and drive sales for your company.
Search – An effective SEO program will create awareness for your business and make sure that consumers on both mobile and desktop devices contact you and not your competitors
Social – Reputation management is extremely important when it comes to social media.  A poor social
reputation will drive customers to your competitors
Mobile Advertising – Don’t just slap your ads on to any mobile sight. Make sure that sight is targeted to your best prospects and the content is relevant to the people you want to reach.  For more information on fully realizing all mobile can offer to help you be successful, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: RocketFuel

How Often Are Tablets Used?

How often do you find yourself asking, “What did we do before X?” Once you take out things like medicine and electricity, that list is fairly short.  Microwaves, indoor plumbing, and air conditioning come to mind. The newest addition to that list is smart phones.  The functionality that tablets offer and their portability have tablets as the next item that user just can’t live without.  A newsly released study looks at how often people use their tablets.

• Nearly three quarters of tablet owners use their device everyday – nearly 60% use them several times a day

• On average, tablet owners utilize their devices nearly 14 hours per week

• Almost half use them 10+ hours per week and one in six uses them 20+ weekly

• Nearly 60% of tablet owners use their devices between 5pm and 8pm; over half use their devices from 8pm to 11pm

• Tablet owners are multitaskers.  85% of tablet owners second screen with a TV and their tablet or smart phone.  Two-thirds will use three devices – TV, smart phone or tablet and a PC

• Tablet owners spend roughly an hour and a half each day multiscreening

What Does This Mean To You?

Nearly 60% of tablet owners said they were very satisfied with their purchase and that number has increased year over year.  Consumers are definitely engaged with these devices and that level of engagement can mean added awareness to your business.  Because of the mobile web activities tablet owners are engaged in, mobile web, video and SEO become more important.  Making sure your message is available, visible and searchable is key.  Apps can also play a big role – just make sure that the apps you place your message in deliver relevant content to your target audience.
When consumers use tablets and their multiscreen behavior can mean trouble for broadcast advertisers.
If you are on television, viewers are splitting their attention between what’s on their tablet and what is on TV.  Because the tablet is portable and they most likely physically interacting with it – content on the tablet may be getting more attention. For more information on creating a marketing strategy that will deliver your business results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Center For Media Research; OPA; Frank Magid Associates