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Highlights brought to you by Search Lately @SMGSearchUK this week include: Global Tablet & Smartphone Trends Reports Google Introduces Project Glass Free do-it-yourself mobile site builder SEO more popular than PPC for Social Media Marketers Display Campaign Optimizer Available to All Browse last week’s Search Lately for more details and initial reaction from industry experts on recent hot topics
Global Tablet & Smartphone Trends Reports – 6th Apr 2012 Recent reports from Nielsen Wire looking at mobile usage in Q4 2011 reveal 26% of US survey participants use their tablet while simultaneously watching TV several times a day. UK usage meanwhile trails just behind with 24% reporting the dual use of tablet and TV several times per day. Only 20% reported never using both devices simultaneously in the UK. Significantly, for European advertisers, Italy and Germany seem to be trailing behind in the uptake of tablet and smartphone device usage with only 15% of Italians reported to use these devices simultaneously and this figure drops to 12% for Germany. As the report illustrates, mobile and tablet usage is on the rise and these figures are expected to be even higher for Q1 2012. While UK usage is trailing just behind US, the market is significantly ahead of mainland Europe in terms of assimilating this technology. This is a factor that many advertisers should consider when targeting their European customers, and how trends may differ between countries. The significance of statistics such as the fact that only 20% of users never simultaneously dual wield devices should be taken seriously by advertisers. Advertisers should use this knowledge to understand the impact that can be made by delivering a consistent message between TV and online advertising to empower customers when they are most engaged. – Kevin Ting More details: blog.nielsen.com/nielsenwire/online_mobile/double-vision-global-trends-in-tabletand-smartphone-use-while-watching-tv
Google Introduces Project Glass - 5th April 2012 Google introduced a new innovation from its mysterious development team Google X Lab. On the 4th of April, Project Glass was posted on Google + and YouTube, taking a big leap into the future. It appears as though Google is looking into the possibility of launching a device which you can keep with you at all times, allowing you to find relevant information about your surroundings on the go. And no, it is not another phone – it is a set of glasses. As reported by the BBC and The Guardian, Google is planning on developing interactive glasses which will keep you connected to the Internet and Google services whenever and wherever you are, provided you keep your glasses on. It might sound like science-fiction and a bit too good to be true, but there have been no indications so far that this is a very elaborate April Fool’s joke.
The idea, if all goes according to plan, is that users will be able to control their Google glasses by vocal command; to take photos, send texts and get the information they need purely by looking. If the glasses become reality Google will not only be able to provide users with a more complex bespoke search environment, but also to enhance their means of tracking. The idea itself is thrilling and will undoubtedly change the way digital media works, just as much, if not more, than the Android smartphone already has. - Isabella Salomonsson More Details: www.youtube.com/watch?v=9c6W4CCU9M4 plus.google.com/111626127367496192147/posts
Free do-it-yourself mobile site builder – 5th Apr 2012 GoMo and DudaMobile have joined forces to make it easier for small businesses to create a mobile-friendly website. Advertisers can create a free mobile site directly from howtogomo.com using a tool powered by DudaMobile. This do-it-yourself site builder, customized specifically for GoMo users, easily converts regular websites into mobilefriendly sites in five simple steps. And it allows you to add features like a clickto-call button, mobile maps and Google AdSense. Sites that are created with the GoMo-DudaMobile tool will be hosted free for one year. It’s time to GoMo! Visit http://howtogomo.com/getstarted and build your site today. – Blair Liu More details: googlemobileads.blogspot.co.uk/2012/04/gomo-and-dudamobile-offer-doit.html
SEO more popular than PPC for Social Media Marketers? 4th April 2012 The findings of a survey carried out by Social Media Examiner showed that social media marketers are more likely to use SEO rather than PPC. According to 3,890 questioned social media marketers, 65% of them prefer search engine optimisation, which was on the 2nd position after email marketing. Only 38% use paid search advertising for their social media strategies. B2B marketers are even more likely to use SEO than B2C marketers.
Regarding long term strategies it is certainly important to establish SEO. But to see short term results it is also beneficial to integrate a PPC strategy. A combination of the two will be the best solution for the campaign to gain quick results from the start. To leverage social media efforts, best practice would be to integrate SEO since both channels are merging increasingly more. - Christina Zoellmann More Details: searchengineland.com/for-social-media-marketers-seo-is-much-morepopular-than-ppc-117274
Display Campaign Optimizer Available to All – 4th Apr 2012 The Display Campaign Optimizer was launched in 2010 as a limited beta, and now it is exiting “beta” and available to all advertisers through AdWords. In addition to fully automating targeting and bidding, it uses a variety of signals like context, demographics and interest categories to find additional conversions across the vast AdSense publisher network - all at the desired CPA. Recently, it helped Dale Carnegie Training expand their online reach to more than 85 countries in the world without a lot of hands-on effort. After implementing the Display Campaign Optimizer on two campaigns, they increased conversions by 308% and 101% in only six months while maintaining a steady cost-per-lead. Previously, only large advertisers with very high conversion volumes (150 per month) could take advantage of the Display Campaign Optimizer. But now this tool has the same low conversion requirement (15/month) as the Conversion Optimizer Adwords tool. – Blair Liu More details: adwords.blogspot.co.uk/2012/04/display-campaign-optimizer-availableto.html