Les fondamentaux des liens sponsorisés : le suivi de conversion ou comment identifier quelles campagnes convertissent les internautes en acheteurs

Comments Off on Les fondamentaux des liens sponsorisés : le suivi de conversion ou comment identifier quelles campagnes convertissent les internautes en acheteurs
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

Parmi  toutes les options publicitaires à votre disposition pour faire connaître votre entreprise à de nouveaux clients potentiels, seules quelques-unes peuvent vous fournir des données qui d’une part vous aideront à déterminer dans quelle mesure vos efforts aboutissent, et qui vous fourniront d’autre part des informations utiles sur ce que vous pouvez faire pour être plus efficace. Les liens sponsorisés font partie de ces options publicitaires, donc si vous ne gérez pas déjà des campagnes avec Bing Ads, vous passez à côté de l’un des moyens les plus efficaces pour cibler de nouveaux clients.

 

Que vous débutiez dans le search marketing ou que vous y soyez déjà familiarisé, vous avez sans doute jeté un œil aux divers rapports offerts par Bing Ads. Plusieurs rapports sont à votre disposition pour vous aider à atteindre vos objectifs d’optimisation, qu’il s’agisse de s’assurer que votre coût par clic reste dans les limites de votre budget ou de surveiller la compétitivité de votre taux de clics.

Et si vous donniez un coup de pouce à votre retour sur investissement ? Que diriez-vous d’en savoir plus sur l’activité des internautes sur votre site Web, entre le moment où ils cliquent sur votre annonce et celui où ils réalisent une conversion (par exemple, une vente ou un abonnement à la newsletter etc.) ?

Vous pouvez également mesurer cela, il suffit de définir les objectifs de vos campagnes puis d’ajouter le code de suivi des conversions applicable à vos pages Web.

Si vous souhaitez mettre en place le suivi des conversions sur vos campagnes, pensez à vous rendre sur la page « Ajoutez le suivi des conversions » du site Bing Ads pour connaître les étapes à suivre à ce sujet.

Des questions ? Des commentaires ? Merci de nous en faire part ci-dessous, ou alors n’hésitez pas à nous les faire parvenir sur Twitter.

 

June 30th 2014 Uncategorized

Where Search Fits in the Digital Marketing Mix – 12 Lessons from Lee Odden Keynote at MnSummit

Comments Off on Where Search Fits in the Digital Marketing Mix – 12 Lessons from Lee Odden Keynote at MnSummit
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

Be the Best Answer - Lee Odden Keynote

I am one of the last generations that will be able to remember what it’s like to not have technology in school.

We didn’t text. We passed notes. Our really crappy handwriting scrawled across lined paper that was folded so small we were convinced the teacher couldn’t see it as we threw or passed it back and forth. Rumors, quizzes, and small talk would whiz around the room until class was done. Then, the written conversation was over until tomorrow.

If we wanted to research something we did one of three things: asked someone else or begged our parents to tell us so we wouldn’t have to do option number three—look it up in the dictionary or the library.

Today’s generation will never know what that’s like. Texting means they will never experience the overwhelming terror that washes over you when the teacher threatens to read your note out loud to the entire classroom. They will never understand the frustration of trying to look up a word they don’t know how to spell. Faced with a choice between a library and Google, let’s face it, Google is way easier.

Libraries aren’t the only organizations feeling the impact from our increasing preferences for online information. A study by Accenture Interactive recently reported that digital marketing is predicted to account for 75% of CMOs budgets over the next five years. And yet 79% of them don’t believe their businesses will be ready.

Stop and think about that for a minute. An overwhelming majority of C-level executives don’t think their business will be ready for the vast majority of their marketing to be digital, meeting the information consumption habits of their consumers. How on earth do they expect to attract and engage them?

Lee Odden

At the inaugural Minnesota Search Summit in Minneapolis, our CEO Lee Odden gave the opening keynote to an audience of search marketers offering advice to that 79% on how to break free of SEO and SEM silos and approach digital marketing strategically. Here are 12 lessons from that presentation outlining the transformation TopRank Marketing has made from search to digital marketing agency and how to develop an approach that optimizes for customers vs. search engines.

1. Strive to Continually Learn

One of the first things Lee said about how he evolved his thinking from Search to Digital Marketing was, “I’m eternally curious, and I am an eternal student.” He advised the audience to set objectives and goals to learn something new every single day. And what better way to learn than to connect with people? Talk to those who are solving similar or different problems than you, attend lectures, read forums—whatever it takes to consume as much information as you can. The more you consume, the more you can leverage.

2. Focus on People, Not Bots

For some SEOs it can be easy to focus on search engine bots—it’s really easy to know what they want. Make sure your keyword use is good, pages load quickly, attract high quality links, and they’ll be relatively happy. But bots don’t pay your bills. They don’t purchase your product (yet). People do. Digital marketers have to shift perspective to be more customer centric—focusing more on optimizing for customer experiences than for search engine bots.

“Rather than just thinking about the most popular keywords somebody might be looking for at the end of the buying cycle and creating content for the 50 derivatives of that keyword, think about what the other paths might be,” Lee advised. “Consumer’s don’t all search and convert. They may research multiple sources before committing to a purchase.”

Create personalized content. Take the hub of your hub-and-spoke model, and make derivative versions of it for different channels to expand visibility of your company in the places where your customers are. Give people information in formats they prefer, and everywhere they go. Coordinating visibility in organic search, paid search, organic and paid social media, industry publications, via email and even offline, you then start to create a congruent experience that can help them towards a conversion.

3. Be The Best Answer to Customer Questions & Queries

So what kind of content should you create? Answers. Helpful, actionable answers.

Your customers, and potential customers, are asking questions. Sometimes they’re to your sales team, other times they’re in the form of a search query—but they are being asked. Create content to help them. Check the internal searches conducted on your website to see what your visitors want more of (or are struggling to find). Survey current customers to find out how they’re searching, what types of information they prefer, and where they’re looking. Analyze forms that are being filled out. Whatever it takes to understand what your audience is looking for.

Then, create content that answers those questions. Each time your company solves an information problem for a prospect or customer, you help lead them to the next step closer to purchase or even advocacy.

4. Put Yourself in Your Customer’s Shoes…Or at Least Understand Their Journey

The buying journey is different for customers based on what they care about and their preferences for finding, consuming and acting on information. Not everyone searches the same way, uses the same social networks, or values the same topics or formats of online media. Some will start with search, others will take to social to ask a trusted following. Identifying and understanding the different journeys your customers are taking is essential for successful digital marketing.

Once you know how your customers discover information on the web, the content formats they prefer and what will inspire them to take action, you can create a content road map to identify the questions people have at each stage of their journey. Then architect a content plan that addresses those questions/concerns. Essentially, you’re creating a plan that allows you to be there for them every step of the way – to be the best answer, wherever customers are looking.

5. Develop Dynamic Personas

Lee recommended that regardless of which tool or strategy marketers use to create personas, they focus on making them dynamic. “The web is dynamic and so are consumer behaviors, you don’t just create [personas] and say ‘ok that’s it we’re going to create content for that for the next year’. You have to keep coming back and seeing how things are changing because seasonality, pop culture and fundamental changes about a audience segment can happen.”

6. Think of Search and Social as Being Hand-in-Hand

“Social is a remarkable discovery channel, search is a powerful validation channel,” Lee told the keynote audience. Using an example of asking his social following where he should take his ten year old (at the time) son in New York, he showed how a social query turns into a search query when users want more information. “Someone can tell you to go to this restaurant on social, and most people won’t run right out and go there. They’ll want to know more information like price, location, hours and go to a search engine to find out.”

It’s essential to digital marketing efforts to not see search and social as silos, but as two channels that reinforce and augment the other. Viewing content discovery and consumption from the buyer’s point of view helps marketers create and promote the kind of content that will best inspire them to take action – interact, share or buy.

7. Then Think of Digital Marketing like a Subway Map

Even though search and social play huge roles in digital marketing, they’re definitely not the only players in the game. Gartner recently published an image that showed how digital marketing was like a subway map. Dozens of different activities—from crowdsourcing, analytics, and search retargeting to mobile messaging/commerce, email marketing, and advertising—weave together to create a complicated network that achieves an overall goal.

Don’t become so focused on one or two elements of digital marketing (like SEO and PPC) that you forget the rest. We need all of the elements to get us where we’re going, just like a subway needs all of those stations and streets.

8. Hone your Digital Marketing Skills 

Lee identified 5 key digital marketing skills and elements that are key for search marketers:

  • Segmentation—Research audience and customer data to construct segments. Drawing from demographic, psychographic and behavioral data sources, find common characteristics of customers to create profiles that describe who your customers are. Developing personas from that segmentation exercise will help content creators develop meaningful content based on what customer goals, pain points and preferences are. Potential customers will crave different information than existing customers.
  • Buy Cycle Stories—Storytelling is powerful and developing stories for your digital marketing content requires you to know who your customers are. Map the buying cycle in terms of the questions customers have, and figure out what kinds of messages/stories you can tell them at the different stages of the journey from awareness to purchase. Once you understand your customers and the questions they have, you can best optimize for keywords.
  • Content Planning, Creation, Curation—These are the mechanics around content marketing and account for the ability to plan meaningful content across channels based on the problems a product or service can solve for specific customers. From content organization to sourcing—whether that be from within your company, industry experts, or customers themselves.
  • Amplification— As Lee likes to say, “Great content isn’t great until people find and consume it”. The ability to promote content effectively, whether it’s social sharing, search and social ads, email, publicity or simply tapping into your own networks – is essential for successful digital marketing.
  • Measurement & Optimization— Identify Key Performance Indicators, measurement and analytics appropriate to the goals, audience and marketing tactics you’ll be using. It’s both the strategic value of setting goals and seeing if you’ve met them as well as the day to day of marketing performance optimization. Check to see if you really reached your audience. Did they bounce? Did they convert? Analyzing their actions can help you create a better, more targeted piece of content the next time around.

9. Know How Your Content Contributes to a Conversion

Look at everything leading up to the conversation as an assist. Interactions with content like ebooks, SlideShare, social network updates, blog posts, articles…they’re capable being an assist to a conversion. Not everything that you’re publishing will universally be a conversion or an assist—it will depend on the person that finds, consumes and acts on the content.

Calculate a percentage of contribution to the overall conversion. That way, you can identify the value of the content you’re creating, and determine the contribution to leads, sales and revenue.

For a great list of content marketing case studies that include revenue performance, check out this post.

10. Overcome Analysis Paralysis and Learn from the Data You’re Collecting

Some of Lee’s favorite ways to learn more about consumers other than talking to them directly include:

  • Gated content and open forms allow people to express what they’re interested in. that’s a great opportunity. The text field of an inquiry form overlaid over time will start to expose trends. Then you can get an idea of what people are concerned about
  • Logged queries from a website’s internal search engine
  • Panel data from third party providers like Quantcast or Rocket Fuel
  • Any platform that sells advertising will usually give demographic information. Look at the quantity and interactions from that data and overlay it with the demographic information to get a deeper level of insight

It’s a combination of those things, but ultimately talking to your customers is the most insightful and beneficial from a digital marketing standpoint.

11. Think like a Scientist: Create a Hypothesis and Experiment

One thing Lee heavily advocates for is experimentation. He recommended that marketers find ways to experiment using resources they have, such ash their own social networks and blogs. Play with length, messaging, tone, structure, offers…the list is endless. Analyze those real world reactions and bring the insight into your marketing recommendations.

12. Takeaways for Search Marketers to Become Better Digital Marketers: Optimize!

  • Optimize for buyers by focusing on being the best answer wherever customers are looking.
  • Optimize customer experiences through search marketing and connecting with buyers on an emotional level.
  • Optimize your expertise by developing strategic digital marketing skills now.

Search isn’t dead. SEO isn’t dead. And content marketing certainly isn’t dead. It’s the silos between them that need to fade away towards a more integrated approach to digital marketing. This was the key message from Lee’s presentation and what we aspire to in our work at TopRank Online Marketing.

Understanding what’s important about your customers–from who they are and what their titles are, to where they’re searching and what they’re searching for–can help you map out buyer journeys so you can create meaningful content that’s easy to find and share. Search, social, and content play huge roles in the optimization of buyer experiences, and can help build a solid foundation for the rest of your digital marketing efforts.

Believe it or not, these 12 lessons are just a slice of what Lee presented at the MnSearch Summit. Here is the full presentation on Slideshare: “Where Does Search Marketing Fit in the Digital Marketing Mix?”

How do you try to excel at digital marketing?


Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog from TopRank®, 2014. |
Where Search Fits in the Digital Marketing Mix – 12 Lessons from Lee Odden Keynote at MnSummit | http://www.toprankblog.com

June 30th 2014 Online Marketing

IBM’s Watson Is Now Inventing Recipes in Bon Appetit Project

Comments Off on IBM’s Watson Is Now Inventing Recipes in Bon Appetit Project
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png


IBM has found a new partner for its supercomputer called Watson: Bon Appetit magazine.

Together the companies are introducing the beta version of a web-based cooking app on Monday that taps Watson, which beat two human contestants on “Jeopardy” in 2011, to create a new recipe every time someone uses it.

“We get into ruts cooking the same thing over and over again,” said Adam Rapoport, editor in chief of Bon Appetit, which is published by Conde Nast. “This helps free up our minds. It’s someone to collaborate with as a home cook.”

Continue reading at AdAge.com

June 30th 2014 Uncategorized

YouTube Net AwesomenessTV Steals TV Spend for Royal Caribbean Series

Comments Off on YouTube Net AwesomenessTV Steals TV Spend for Royal Caribbean Series
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png


At least one YouTube network has stolen advertising money from TV.

Royal Caribbean has pulled funds from its TV budget to sponsor two new series from teen-centric YouTube network AwesomenessTV.

“We did take money from our TV budget to do this,” said Carol Schuster, senior VP-marketing worldwide at Royal Caribbean. She declined to say how much the brand is spending on the idea, but called it “a sizable investment.”

Continue reading at AdAge.com

June 30th 2014 Uncategorized

CC’s re-works iconic 90s ‘you can’t say no’ campaign in new spot via Hark Attack

Comments Off on CC’s re-works iconic 90s ‘you can’t say no’ campaign in new spot via Hark Attack
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

Screen Shot 2014-06-30 at 6.46.37 pm.jpgSnack Brands has delivered a new take on its classic quirky commercials with the latest installment of the iconic “You can’t say no” campaign for CC’s’ via Hark Attack.
 
The campaign kicked off with a nod to the past with the re-working of the CC’s MINK classic ad from 1990. The new spot has Elvis and some out there friends nodding away to the updated “You Cant Say No, Just Say CC’s” jingle.

VIEW THE OLD 90’s SPOT
VIEW THE NEW SPOT
Says Mark Fryday, Snack Brands marketing director: “So many of our consumers loved the fun and frivolous approach of the
old ‘you can’t say no’ campaign, they were younger back then and now
they are buying CC’s for the family. We just wanted to find a way to give a great
campaign new life.”
 
Says Jon Harker, Hark Attack founder: “At
the heart of the great CC’s campaigns of the past was an irreverence
that always shone through. Great characters, having a ball, we just gave
it a 2014 feel.”

While the
new campaign delivers the wacky characters reminiscent of past
installments, the up-dated Elvis infused jingle and the bobble head
treatment kept things fresh.
 
Says Fryday: “You can’t get the jingle out of your head and you really can’t say no to CC’s.”
 
CC’s Bobble Heads
Client: Snack Brands
Marketing Director: Mark Fryday
Senior Brand Manager: Jennifer Geoghegan
Agency: Hark Attack
Director: Spud Murphy
VFX: Scotty Wilcox

Comments (5)

June 30th 2014 Uncategorized

More Google Shortcuts

Comments Off on More Google Shortcuts
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

More Google services let you add shortcuts to the app launcher. Here are some of the new services I found:

* Google Image Search
* Google Video Search – for some reason, the app launcher doesn’t display an icon when adding the shortcut
* Google Hotel Finder
* Google Support
* Google Helpouts
* Google Map Maker

To add a shortcut, visit a Google service, make sure you are logged in, click the app launcher icon at the top of the page and click “add a shortcut” next to the service’s name. You can rearrange icons using drag and drop and move shortcuts to the “more” section.

Here are some other services you can add:

* Google Play Music
* Google Voice
* Google Patent Search
* Google Webmaster Tools
* Google Groups
* Google Sites
* Google Keep
* Google Contacts

June 30th 2014 Uncategorized

Lion appoints Bohemia to handle media strategy and buying for Lions Beer, Spirits & Wine

Comments Off on Lion appoints Bohemia to handle media strategy and buying for Lions Beer, Spirits & Wine
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

1971_LN_Alcohols_V01_003.jpegLion’s Beer, Spirits & Wine Australia business has announced that Bohemia will join its agency village roster following a competitive pitch.
 
At this stage, Bohemia will drive all media strategy, buying and optimisation for the majority of Lion’s leading local beer brands including XXXX, Tooheys, James Squire, Hahn and James Boag’s; international beers including Stella Artois, Corona, and Budweiser; as well as cider brands.
Says Matt Tapper, national marketing director, Lion Beer, Spirits &
Wine Australia: “Over the past decade the scale and diversity of our
portfolio of brands has grown immensely, and our focus is now firmly set
on driving growth.

“This is an exciting time for our marketing
teams, and we were impressed with the strategic planning and data
analytics displayed by Bohemia during the pitch process.  We look
forward to working with all of the team at Bohemia with a view to
growing collectively.”
 
Says Brett Dawson, founder and managing partner, Bohemia: “This is a significant opportunity for Bohemia to
grow together with a like-minded marketer. We are a young ambitious
brand, challenging the media agency landscape on strategy, data and
commercial fronts. Lion understand the potential of this new model and
we are delighted to have won their trust. We look forward to a future of
career defining work for the Lion, Bohemia and the agency village
team.”
 
The appointment follows the mutual agreement by Lion
Beer, Spirits & Wine Australia and Zenith Optimedia to part ways
earlier this year, following a twelve year relationship which delivered
some innovative and award-winning campaign work.

Comments (0)

June 30th 2014 Uncategorized

The children’s menu

Comments Off on The children’s menu
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

“Here, eat this food you’ve eaten a hundred times before. These chicken fingers and french fries are just like what we have at home. And turn on your iPad and watch that movie you like so much…”

Of course, chicken fingers are just a symptom. If we want to insulate ourselves from new experiences, ensure that we never eat something we don’t like, never engage with someone we disagree with, never have to hold two opposing ideas in our head at the same time—chicken fingers are a great way to start.

The new is a habit. It’s a habit we can teach to our kids and it’s a habit we can learn ourselves. 

Spend a few hours thinking and walking in that local park you’ve never visited. Go visit an online forum where you disagree with the worldview of those hanging out—but instead of arguing, listen. Play some opera while you’re chilling out at home tonight. Try eating vegan for three days…

The children’s menu is always available, but that doesn’t mean it’s a good idea.

       
June 30th 2014 Uncategorized

Fast Five in Search – Week 27, 2014

Comments Off on Fast Five in Search – Week 27, 2014
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

fast-five

 

Greetings and salutations! It’s been a pretty cruisy week in the office, which has given me more time to research some juicy Fast Five links for you. It’s another mixed bag, a couple of Google stories, a couple of Facebook stories and a curve ball article about Infographics.

Here’s this week’s Fast Five:

1) Why Google Places is Now Google My Business by Warren Knight. This month, Google has quietly re-branded Google Places, by combining it with Google Local and calling it the very uninspired Google My Business. In this article, Warren looks at the upgrade in more detail and gives a big thumbs up to the new streamlined version.

2) Google+ At 3 Years Old: Not a Ghost Town, But a Social Referral Graveyard by Martin Beck. There’s an old joke amongst us online marketers that goes:“Google Plus has millions of users! They all just happen to be Google employees”. But all jokes aside, despite having millions of users, Google’s own social platform is suffering from a chasm of referral traffic. Martin Beck takes a look at the depressing stats and possible reasons for the lack-lustre performance.

3) The Best Infographics of 2014 by Lindsay Kolowich. Bit of a sucker for a good infographic? Yeah, me too. Lucky for us, one of the clever crew over at HubSpot has compiled a list of this year’s most interesting and useful infographics. I feel some serious yak shaving coming on via that link.

4) Facebook and the Ethics of User Manipulation by Alex Wilhelm. So my reader has been lighting up for the past week with stories about *that* Facebook experiment, where staff at the social mammoth supposedly manipulated our newsfeeds to test our psychological reactions. With the true nature of the testing exposed, industry reaction has been overwhelmingly negative, with Huffington Post hysterically comparing the experiment to lab rat testing. This TechCrunch article from Alex Wilhelm is one of the more measured and thoughtful pieces about the entire incident.

and finally…

5) Facebook Responds to Negative Reactions to Its Experiment on Users by Adario Strange. And because it is such a hot topic, here’s another article on the whole Facebook Experiment debacle. This one by Adario Strange of Mashable includes feedback from Facebook both about the experiment and the vitriolic reaction it received from the public.

Happy reading!

*Image courtesy of Threadless.

——————————————————————–

Need to learn SEO but not sure where to start? Download your Free SEO Lesson. No catch!

 

June 30th 2014 blogging, Facebook, Google, Social Media

10 cosas que debes saber sobre el comercio electrónico europeo

Comments Off on 10 cosas que debes saber sobre el comercio electrónico europeo
http://www.xseo.com.au/wp-content/plugins/sociofluid/images/digg_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/reddit_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/stumbleupon_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/delicious_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/google_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/facebook_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/sphinn_48.png http://www.xseo.com.au/wp-content/plugins/sociofluid/images/twitter_48.png

Vender online a escala internacional requiere algo más que una estrategia global válida para todos los casos; necesitas adaptar tu estrategia a cada país y a cada mercado. Sin embargo, antes de intentar comercializar o anunciar tu producto a estas audiencias globales, debes saber cómo usan Internet. Por ejemplo, un consumidor francés usa la Web de forma distinta a uno de Alemania, China, España, etc. Teniendo eso en cuenta, aquí indicamos 10 cosas sobre el comercio electrónico global que las empresas que desean vender internacionalmente deben conocer:

1. La búsqueda en dispositivos móviles está aumentado en Francia
No solo se ha duplicado el uso de tabletas en Francia en los 12 últimos meses, sino que además un tercio de la población ahora posee un smartphone, y esto ha dado lugar, como cabía esperar, a un crecimiento constante de la búsqueda en dispositivos móviles en este país. Lo que quizás sea más sorprendente es que el 68 % de las búsquedas en dispositivos móviles se realiza desde casa. La tasa de conversión de la búsqueda en móviles en Francia es poco más de una cuarta parte.  

2. Los consumidores franceses son exigentes
La compra de productos no es un proceso rápido y automático para los consumidores franceses. Dedican mucho tiempo a comparar ofertas y a leer opiniones antes de confirmar la compra. El resultado es que Francia tiene una de las tasas de rentabilidad más bajas para las compras de comercio electrónico en Europa, de entre el 10 y el 15 %, muy inferiores al 20-25 % de Alemania.

3. El móvil es el rey en Oriente Medio y África
Más de 9 de cada 10 usuarios de Internet de Oriente Medio y África usan sus teléfonos para conectarse a Internet. Este es el porcentaje más alto de acceso a Internet desde el móvil del mundo.

4. A los consumidores alemanes les gusta elegir
Los métodos de pago y los distintos tipos de ofertas son unos de los principales criterios para entrar con buen pie en los mercados extranjeros, y Alemania no es una excepción. Los estudios demuestran que los comerciantes pueden aumentar sus ventas ofreciendo una selección de métodos de pago. Pagar con factura es la forma de pago más popular, y poco menos de la mitad de los alemanes prefieren este método de pago, seguido de las tarjetas de crédito y de PayPal.

5. Los holandeses adoran las compras online
Si se piensa en comercio electrónico global, Países Bajos quizás sea uno de los primeros países que salga a relucir, aunque los holandeses son compradores online aplicados. En 2013, el 80 % de los usuarios de Internet en Países Bajos hizo una compra online, y este país presume también de tener una población de edad avanzada extremadamente activa en lo que se refiere al comercio electrónico, en la que 8 de cada 10 personas de 65-75 años accede a Internet regularmente. Pero no solo los consumidores más experimentados se conectan a Internet. Países Bajos tiene el porcentaje mayor de usuarios de redes sociales de Europa, una cifra que se sitúa en el 98 % en la población de 18-24 años.

6. Los smartphones causan furor en Suecia
En 2013, el uso de los smartphones en Suecia fue más del doble que la media europea, y este país se ha convertido en el octavo mercado de marketing online más grande de Europa. Por otra parte, los consumidores suecos son fanáticos del marketing de contenido, y 8 de cada 10 comerciantes cree que este es un método eficaz para impulsar su negocio.

7. El comercio electrónico de Italia sobrevive a los problemas económicos del país
Como nación, Italia no está pasando por su mejor situación económica y, a pesar de estas dificultades, el comercio electrónico sigue creciendo. Las ventas por Internet representaban casi una quinta parte a finales de año, y ni más ni menos que 14 millones de italianos usan ahora la Web para comprar.

8. Los noruegos prefieren comprar desde su equipos de escritorio El comercio electrónico noruego experimentó un aumento considerable en la segunda mitad de 2013, pero de estas compras la gran mayoría (el 86 %) se realizó desde un equipo de escritorio. Las ventas mediante tabletas representaron menos del 10 % de las transacciones y la venta con móviles fue incluso menor, inferior al 5 %.

9. A los daneses les gusta comprar en empresas extranjeras
La disposición a comprar en mercados extranjeros es bastante habitual en el comercio electrónico global. En Rusia, por ejemplo, la falta de confianza en los vendedores nacionales ha hecho que los consumidores dirijan su mirada a países más lejanos. Dinamarca es una nación que confía en los comerciantes extranjeros para hacer sus compras, y en el cuarto trimestre de 2013 casi una de dos compras de comercio electrónico tuvo lugar en una empresa extranjera.

10. A los consumidores españoles les preocupa el fraude online
A pesar de que España ocupa el cuarto lugar de Europa en facturación en comercio electrónico, el mercado online del país sufre de problemas de confianza inherentes, especialmente en lo referente al fraude online. En un estudio de consumidores reciente, el 54 % de los españoles admitió que sigue sin sentirse cómodo proporcionando sus datos online.

Fuentes: eMarketer, MarketingOnline, t3nMagazine, Fevad, FDH, elperiodicodearagon.com

June 30th 2014 Uncategorized