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Tablet Search Traffic Increase

VCOMP Support - Monday, June 17, 2013
As mobile traffic becomes increasingly more important, the travel industry has received a 24% boost in 2013 overall. Mobile devices had a 68% rise in searches whereas desktops had a 4% decrease in queries. Tablets on the other hand, were expected to increase by 180%. The travel industry has received the second highest percentage of web traffic from smartphones and mobile devices. With mobile technology constantly increasing, consumer behaviour is becoming vastly more dependent on mobile searching, therefore increasing traffic from smart devices. 




The Rise of Smartphones

VCOMP Support - Wednesday, April 17, 2013

Smartphones are helping to drive users to Facebook. Through the marriage of social and mobiletechnology, those who take advantage have instant, everywhere access to all their profiles. Smartphone users between ages 18 to 44 take full advantage of their smartphones and use them from the early morning right to the end of the day. 62% of all respondents said they reach for their device immediately after waking up, whereas 79% of users did the same within 15 minutes of waking up. This statistic is even higher for the younger demographic. Most of smartphone users' time on mobile Facebook is spent checking their newsfeed, messaging, posting photos, and even playing games. This worked out to just above an average of 30 minutes being spent on mobile Facebook every single day. This goes without being said that investing time on social mobile media is going to be a wise decision. 

Contact Us for more information on Mobile Website Design or any other Internet Marketing services. The full article can be read here: "Smartphones Help Drive Users to Facebook"




The Struggle to Get Online

VCOMP Support - Wednesday, March 20, 2013

More than 77% of the Canadian population will use the internet at least monthly, which includes more than three-quarters of the total population with broadband connections. Small businesses on the other hand, having dedicated online websites is less common. Around 46% of small businesses mentioned they had a website and fewer than half advertised or sold their business online. Along with this statistic, social media use was even less common for small businesses. Nearly four in 10 small business owners said they promoted their businesses through social media sites. This makes both websites and social just as unpopular for smaller business owners. This strategy may want to be reconsidered seeing as the value of a company website is crucial to the business's success. RBC found that of all the small business's revenue, at least 38% comes from ecommerce, which is a very substantial amount.

For more information on Mobile Website Design or any Internet Marketing Services, please contact us. To read the full article click here: "Canada's Smallest Businesses Struggle to Get Online"



Consumers Spend More Time with Mobile as Online Growth Slows

VCOMP Support - Monday, October 29, 2012

Over the last few years, the average daily time spent on mobile devices (excluding talk time) by US adults has increased dramatically.  In 2012, the average will grow to 82 minutes per day, an increase of 51.9% from 2011, and an increase of 141% from 2010.  Time spent online on other major media platforms is also increasing, but at a significantly slower rate, as seen by the table to the right.  Almost 3 hours of time spent with media on a daily average is online, and it is highly unlikely that the growth rate of this number will reach double digits even as consumers continue to spend more time on their computers.  On the other hand, smartphones and tablets have only penetrated a minority of all consumers when compared to laptops and desktops.  As more acquire smartphones and tablets, and current owners shift more of their online activities to these devices, mobile is taking an ever-increasing share of time with all media.

While time spent on mobile is increasing at a rapid rate, advertising spending has been slow to follow suit.  As can be seen by the graph to the left, mobile time share has increased from 3.5% in 2009 to 11.7% in 2012, but ad spending share has only increased from 0.3% in 2009 to 1.6% in 2012.  Advertising for mobile is expected to increase rapidly over the next few years (reaching an estimated $12 billion in 2016) as the popularity of smartphones and tablets continues to grow.

Contact Us for more information on Mobile Website Design or any other Internet Marketing services.  Alternatively, read the full article: "Consumers Spend More Time with Mobile as Online Growth Slows".



Email Marketers Optimize for Mobile

VCOMP Support - Wednesday, August 22, 2012

Email is a highly effective tool for marketers in North America.  More than nine in ten adult internet users will send an email at least once per month in 2012.  We can see the importance of email marketing from the performance metrics to the right.  The non-bounce rate measures the percentage of emails that do not bounce, and are thus considered delivered.  The non-bounce rate has increased slightly from 2010 to 2012.  Email open rates have increased steadily in the last two years, while the clickthrough rate has been decreasing.  The clickthrough rate is the number of times a link in an email is clicked, divided by the number of times the email is opened, expressed as a percentage.  This graph shows that consumers are being more responsive to marketing emails, opening them more often.  While they do not click the links included in the emails as often as in previous years, there is a higher non-bounce rate, meaning more people explore further than the landing page the link takes them to.






As of April 2012, over one third of emails worldwide were opened using a mobile device.  As can be seen on the pie chart to the left, 43% of business executives integrate their email and mobile marketing.  The ways of integrating email and mobile marketing are shown as well.  Optimizing the mobile landing page/website is the most popular method.  Other marketing tactics include capturing mobile numbers, optimizing mobile templates, and cross-channel email/SMS campaigns.  With the use of mobile web and emails constantly growing, it is becoming increasingly important to optimize websites and emails for mobile internet users.







Contact Us for more information on Mobile Website Design or any other Internet Marketing services.  Alternatively, read the full article: "Email Marketers Optimize for Mobile"


Can Facebook Go Beyond Earned Media Success?

VCOMP Support - Thursday, June 21, 2012
Facebook has been an important platform for marketers for quite some time now, but how effective is advertising on Facebook?  A June 5th study by Reuters and Ipsos (shown right) found that only 20% of Facebook users in the US have bought products because of advertisements or comments they've seen on Facebook.  This sparked heavy disputes over the value and ROI of Facebook ads.

A week after the Reuters and Ipsos study was released, Facebook collaborated with comScore to release their own study on the purchase behaviour of US Facebook users.  Facebook used the retailer Target for this experiment (see below).  A group of US Facebook users were exposed to brand messaging from target and were compared to a control group.  4% of fans in the exposed group made purchases during the following month, compared to 3.3% of fans in the control group.


 

 

 

Facebook must also prove that their paid media advertising programs, such as Premium ads, are effective.  Facebook examined one retailer's Premium ad campaign over a four week period.  This study found an increase of 16% in in-store purchases and 56% in online purchases.  While this study may be biased towards Facebook, it is undeniable that earned media greatly affects consumer's purchasing behaviour.  Companies and marketers cannot overlook this powerful advertising platform if they wish to run successful marketing campaigns.











Contact Us for more information on Social Media Marketing or any other Internet Marketing services. Alternatively, read the full article: "Can Facebook Go Beyond Earned Media Success?


Digital Coupons Garnering the Most Customer Engagement

VCOMP Support - Wednesday, April 18, 2012
When offering coupons and deals to potential customers, it is important to take certain factors into consideration.  The channel of distribution is one of the main determinants. While many people still prefer print copies of promotions, the convenience of digital coupons is making online discounts a smarter option for businesses and consumers alike.  Over 80% of internet users who are subscribed to a deal/shopping e-mail newsletter check these deals at least once a week.  A large percentage of those who receive these offers will take some sort of action afterwards (see the chart to the right).


It is much more efficient to do research on a certain deal online rather than offline.  Potential customers can review products, educate themselves on these products, and share deals with friends and family with relative ease over the internet.  With the use of tablets and smart phones increasing, web-based marketing is becoming a more viable choice for attracting customers.


It is essential for companies to take advantage of this growing trend in online marketing in order to expand their business.  Consumers are becoming more aware and educated before making a purchase, thus making it more important than ever to provide them with detailed information and enticing offers.


Contact Us for more information on E-mail Marketing or any other Internet Marketing services. Alternatively, read the full article: "Digital Coupons Rival Print Counterparts in Effectiveness".


E-Mail is Still the Most Powerful Content Sharing Channel

VCOMP Support - Tuesday, April 10, 2012
With the recent exponential growth in Social Media usage, it is surprising to discover that neither Facebook nor Twitter are the most popular channels for content sharing with friends and family.  E-mail is the most popular channel for content sharing, with an overall usage of 63%.  People share content with friends and family through e-mail as much as they do through Facebook, Twitter, and telephones combined.

Referring to the chart below, only the 15-17 age group shares content more via Facebook than e-mail.  However, it is not by much (47% e-mail vs. 54% Facebook).  In every age group above 18, e-mail is the most popular choice for content sharing.


Mark Zuckerberg, the founder of Facebook, was quoted as saying: "I would expect that next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before."  With the ease and convenience of the Internet, sharing information has become such a simple task that most people do it daily.  There are two types of sharing that occur, public sharing (Facebook, Twitter, Blog), and private sharing (e-mail, telephone).  

Private content sharers are the cautious consumers whose activities are very difficult to track.  Their endorsements, however, are extremely valuable to businesses.  A recommendation from a friend or family member through an e-mail or a phone call means much more than a recommendation from a "friend-of-a-friend" on Facebook.  Social media is a great marketing tool, but it is important to not overlook the proven success of e-mail marketing.

Contact Us for more information on E-mail Marketing or any other Internet Marketing services. Alternatively, read the full article: "When it Comes to Sharing, Email Still Rules" or refer to "The 2012 Channel Preference Survey" for full results.  


Search Engine Optimization (SEO) for Mobile Websites

VCOMP Support - Friday, March 30, 2012
With recent advancements in technology, the internet has become a hand-held commodity via smart-phone browsers.  The mobile web user market is vast and rapidly expanding.  These days, when building a website and performing Search Engine Optimization (SEO), one must also take into consideration Mobile Website Design and SEO for mobile websites.

Mobile Website Design is about more than just having an aesthetically pleasing template.  Mobile search engines take into greater consideration a site’s speed and its ability to be rendered than regular search engines do.  Compatibility is an important factor when creating a mobile website.  With the growing number of mobile devices, mobile websites must be versatile in order to be accessible by the wide range of mobile browsers and smart phones.  Ideally, successful mobile websites are in XHTML or Basic XHTML format.

Search Engine Optimization (SEO) for mobile websites must be approached differently than regular websites.  One of the things to consider when doing SEO for mobile websites is keywords.  Mobile users prefer to search for shorter keywords than laptop/desktop users due to the relative difficulty of typing on mobile devices. As the mobile web market continues to boom, mobile websites and Mobile Website Design will become increasingly valuable to businesses.  Mobile websites must be properly optimized in order to ensure success in the mobile market.

Contact Us for more information on Mobile Website Design, or any other Internet Marketing services. Alternatively, read the full article: "SEO for Mobile Websites - A SPN Exclusive Article".

Online Search and Cross Channel Shopping

VCOMP Support - Monday, November 07, 2011

The effectiveness of Search Engine Marketing appears to extend beyond the Internet, and the benefits that can be expressed through web analytics, as there is evidence it may impact in-store behaviour as well. According to the results of a GroupM Search and Compete survey, 93% of responding internet users perform an online search at some point during their shopping process, regardless of the purchase channel they plan to exercise.
Results also suggest that in most cases prospective shoppers do not have a specific brand in mind at the onset of the search process. This is evidenced by the fact that 73% of retail website visitors arrived through non-branded search terms. These "nonbranded" shoppers were also found to be 2.6 times more likely to click Organic Search results, than the average shopper.

It is evident that a business' website plays an important role in the shopping process, regardless of whether the shopper is making an in-store purchase or e-commerce transaction.

Contact Us for more information on Organic Search Marketing, or any other Internet Marketing services. Alternatively, read the full article: "In-Store Buyers Influenced by Online Search




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