Last week one of our enterprise subscribers asked about how best to estimate future traffic levels, and I thought I’d answer the question by way of a blog post.
There are eight areas that I think you can focus on, to try to figure out whether traffic levels are likely to rise, fall, or stay the same.
I am thinking out loud here, so if you have any better methodologies then please leave a comment below!
Since it's free, and ubiquitous, small businesses are likely to be relying on Google Analytics for online measurement.
Indeed, our Online Measurement and Strategy Report 2013 found that 56% of businesses rely exclusively on Google for data analytics, while others use GA in conjunction with paid analytics services.
Even if you're no data expert, you can still find some valuable insight from the basic reports in GA, which can be very useful for your business.
Also, ready-made custom reports and dashboards can save you a lot of time.
As the UK is celebrating its first Small Business Saturday on 7th December 2013, I've rounded up some useful examples which should be helpful for SMEs.
(By the way, if you don't have Google Analytics, read this post by Google's Daniel Waisberg on setting up and using Google Analytics).
21% of the global population will be using mobile apps by the end of the year. Your company may need an app too, but should you build your app for iPad, iPhone or Android?
One and a half billion people will be using mobile apps by the end of the 2013, equivalent to 21% of the global population.
Of course, mobile-optimised websites are clearly vital to communicate with your audience, with the balance now tipping in favour of responsive website design, but there’s still a strong case to be made for providing one or more apps as well.
But assuming you’re ready to commit, should you go for an iPad, iPhone or Android app?
Mobile apps help to attract new customers, increase engagement and drive conversions, but this often requires the user to keep coming back.
Some in-app offerings will be enough to keep the user returning, but other times the users might need a little reminder to send them back to the mobile apps they may not have opened in a while.
According to data from Localytics, 22% of people who download an app only use it once. This means that marketers really need to be thinking about how they can attract their customers back to their mobile apps.
This thinking should go beyond just app downloads and focus more on value and engagement. This can be done in a number of ways, in terms of marketing, these can include push notifications, location-based services, in-app messaging and SMS.
As an innately social product, alcoholic beverages should be perfectly suited to the opportunity for sharing and engagement that is afforded by social media.
However alcohol brands have to tread a fine line on social in order to ensure their messages don’t break any regulations within local markets.
At Socialbakers’ Engage NYC event this week Pernod Ricard’s social media manager Jeremie Moritz described the company’s approach to social marketing, which is based on the idea of ‘making a new friend every day’.
The company is home to many of the world’s top spirits brands, such as Absolut and Chivas Regal, and operates its own distribution channels in more than 80 countries. It employs more than 19,000 staff to ensure things run smoothly.
As we draw closer to the end of 2013, not a day goes by without someone committing a feverish 'future of content marketing' post into the marketing blogosphere.
According to these digital soothsayers, next year we are destined (doomed?) to see more native advertising, more video content, more renewed commitment to ‘story first’ strategies, and so forth.
These are all strategies and techniques you could have read about in 2012, 2011 and 2010. The truth is content marketing has been around for over a hundred years, but there are many who would be happy for it to remain in its predictable, boring and samey infancy.
To be quite blunt, content marketing in 2014 needs to grow up.
Here’s how I’d like see content marketing mature over the next year...
It’s late November, so we’re comfortably past the point where people are no longer agitated that ‘best of the year’ lists are starting to appear already.
In fact I’ve already got my 'Best Korean Pop Albums' and 'Favourite Men’s Health Straplines (abs category)' lists all lined up and ready to go. In a listicle heavy year, this Winter will be the ultimate in year-end countdown meltdown, or Listageddon as I’m pushing for the late November period to be renamed.
Hot off the presses today (I'm sure there's a more up-to-date cliche then that) and towering above the rest is Unruly with its Top 20 most shared ads of 2013.
This one’s good because it’s based on fact, not the opinion of some feckless pundit.
Snapchat, the equally popular and controversial photo-sharing site, has edged out Facebook in being the most frequently used platform to upload photos.
Out of 809m daily photo uploads in November 2013 so far, Snapchat has a 49% share (accounting for approximately 400m daily uploads), with Facebook now at 43%.
This 400m figure has grown from the reported 350m in September 2013 and a previous figure of 200m in June 2013.
When conducting the design phase of any new website build (or redesign) the fundamental pillars of ecommerce simultaneously collide: digital and business strategy, user experience, usability, creative, branding, marketing, IT (infrastructure), and data/insights.
This collision is made difficult when contending with the varying opinions and views of multiple stakeholders. They all want to have a say on what is to be presented to consumers.
Normally the influence during design stage reverts to positional power within the organisation, with business goals overriding all others including the needs and goals of the consumer. Not anymore.
The purpose of this article is to shed light on how to properly utilise wireframes, how this tool maintains the integrity of the strategic plan and how it can simplify the implementation of the project, shorten timeline and reduce costs.
Only 74 of the top 5,000 YouTube channels are from brands.
This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the 'YouTube 5,000', an elite group of channels with at least 43m views each.
Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.
What can brands do about this? Is there any hope for them?
Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.