Google acquired Nest for billions, and then Facebook spent several more billion on Oculus VR. We’re only a few months into 2014, and already billions have been spent by some of the world’s largest digital players, with each of these companies eager to own the next big thing. Mobile is right here, right now, but everyone knows that…In the battle to find and claim the next device that everyone will want, these companies will soon realize that next big thing is not a thing at all: It’s your…READ MORE
1. Search Engine Results Page (SERP) Ranking
Marketers everywhere are chasing after Page 1 organic rankings, but is there much of a difference between Position 1 and Position 6? Or Position 2 and Position 7? The short answer is “yes”!
Studies conducted by Nielsen Norman Group report that web users view the screen in an F-shaped pattern, and spend 80% of their time looking at information above the fold (the portion of the screen viewable without scrolling — usually rankings 1-5).
Based on these data, one could infer that rankings above the fold are seen first and more often — and that users may be more likely to click on these listings simply because of their navigation behavior.
Moreover, data from a 2013 Google CTR Study by Catalyst indicates that on average, 83% of Page 1 organic clicks go to the first four organic rankings.
Clearly, while ranking on the first page is great for achieving brand visibility, you need to get your website to rank above the fold to begin seeing substantial traffic gains.
Strive to achieve organic rankings closer to the top of the search result pages (above the fold), as these positions can drive higher CTRs.
Focus your e-commerce organic strategy on developing informational based content. SERP listings for informational search queries above the fold are less cluttered and will have a better chance of attracting the user’s attention/click.
App MarketingApps are also bridging the gap between brick-and-mortar retailers and e-commerce sites. Essentially, they have opened up new marketplaces in which both marketers and consumers benefit. For consumers, apps create a personalized digital environment that is extremely user-friendly.On the marketers’ side, apps provide a direct communication channel with their customer as well as access to real-time, user-level data that helps brands understand their customers’ journey. As a result, marketers become better equipped with knowledge of when to push out notifications, coupons, and deals, as well as deploy in-app targeting and update pertinent brand and consumer information.In many ways, apps have changed the role of the e-commerce site with their ability to facilitate research either by expediting the process with a quick scan of a QR code or by sifting through personalized content within the app itself.A great example of a branded app fulfilling timely consumer needs is American Apparel’s mobile app because it complements the in-store experience with outfit pairing suggestions, sale information and interactive product labels made accessible via QR codes.
Use of a geolocation feature is more than a nice-to-have option on a smartphone or tablet — its use has become a routine part of a consumer’s daily life. With U.S. smartphone penetration at 74% and rising, this represents a significant market share of the U.S. buying population.
Geo-Location Tied To Consumer Behavior
What’s especially interesting to marketers is that, aside from seeking directions to specific place, geolocation-enabled activities are most often directly related to consumer-related behavior. Whether it’s looking for a good place to grab a drink or researching a specific product in a retail store, customers have come to rely on their mobile devices as vital sources of information upon which they make an increasing number of decisions about how to spend their time and money.
Trend reports also show an interesting tipping point, consumers are now more likely to “check out” information that’s related to their current location rather than share or “check in” with their current status.
Checking Out Info, Rather Than Checking In
This means that there is a decrease in activity for check-in services such as Foursquare and social hubs like Facebook and an increase in consumers’ preference for marketers to nudge or push relevant, personalized content to their devices in real time. (That’s why Foursquare’s latest iOS version relies more on push alerts.) Alert-based ads and product information fit this appetite for content well and provide genuine value to consumers.
In fact, a nifty infographic provided by MDG Advertising shows that a whopping 72% of consumers say they will respond to calls-to-action in marketing messages they receive within sight of the retailer. With only 23% of retail marketers using some type of geotargeted data in their mobile marketing, there is a huge opportunity to give customers what they want when they want it.
Free stuff is pretty great, and free stuff that makes you look brilliant and amazing is the best. The AppExchange is a great source for free and amazing with more than 800 free apps that can help your entire organization be more productive.
If you’re just getting started with the AppExchange, you’ll probably want to check out a few of our Salesforce Labs apps. These apps are unmanaged packages available on the AppExchange designed to be completely customizable, easy to install, and super useful.
Salesforce CRM Dashboards: A set of pre-built example dashboards that will give you a great place to start building your own.
Salesforce Adoption Dashboards: Provide visibility into how well your organization is… well, adopting!
Action Plans: Creates reusable task templates for Accounts, Opportunities, Contacts, or Leads which is very useful for productivity’s sake.
MyCharts: Gives you a simple interface for creating charts that can be easily modified and shared with others, including inside the Salesforce1 Mobile App.
Free apps are good for more than dashboards and charts. They’re also perfect for planning, staying organized, saving tons of time, and even inspiring your team every day.