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Posts in Advertising

Travel sites failing to optimise images and video for search

As we pointed out in a blog post yesterday, the travel industry is highly sophisticated in its use of digital marketing, and SEO in particular.

A report from Epiphany and Searchmetrics found that TripAdvisor dominates organic search rankings, but other travel sites are achieving high visibility in SERPs by targeting niche keywords and building high quality backlinks.

Another section of the report shows that a majority of sites are failing to make the most of videos and images to maximise their search visibility. 

It has a big impact on traffic, as page one visibility in SERPs can often be achieved more quickly through good universal search rankings.

And good visual content is integral for the travel sector, with people keen to see pictures and video guides of places, tourist attractions and hotels.

So why is it so important, and which sites are getting it right?

1 comment

Top marketing lessons from the Presidential election

Today at Digital Cream in San Jose, Chris Tolles of Topix started the day of round tables and discussions by looking at how marketers can model their campaigns on political campaigns.

As we gear up for the next US election this fall, the topic is not only timely but as the presidential campaigns move rapidly to their end in the upcoming months, there are continual lessons to be learned.

2 comments

Sales and traffic up from affiliates, but conversions down

Increasing conversions on smartphones is notoriously difficult, with consumers often reverting to desktop or tablets to make a purchase.

This is highlighted by new data from Affiliate Window, which suggests that both traffic and sales through its network have increased in the past six months but conversions are down.

AW’s new white paper, M-Commerce: The Complete Picture, reveals the latest statistics from its affiliate network, as well as more general data on mobile commerce.

Here we look at some of the sales, traffic and conversion stats from AW's own network.

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Q&A: Whatusersdo's Lee Duddell on UX testing

Lee Duddell is the Founder of WhatUsersDo, a UK based company that offers online user testing to customers including O2, Dixons, ASOS and Schuh.   

For examples of these user testing videos, see the site reviews we have done of Four Seasons and the Thomas Cook tablet experience

I've been asking Lee about the challenges of starting the company, the common user experience problems unearthed by testing, and how he sees the UX market developing in the next few years.

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Tesco buys music service We7

Earlier this week, Sainsbury's purchased a majority stake in ebook retailer Anobii from HMV for £1 in what was the latest example of a major retailer trying to extend its footprint into the world of digital content.

Yesterday, we saw another example of this same trend as Tesco purchased UK-based music streaming service We7 for £10.8m.

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Can Google take on cable with paid YouTube subscriptions?

Google's acquisition of YouTube may prove to be one of the savviest in internet history. Although some believed it appeared rich at the time, ask any of the companies that could have purchased Facebook for $1bn-plus less than a decade ago, and they'd probably tell you that sometimes, eleven figures is cheap.

But a big part of the reason YouTube has been so successful following its acquisition by Google is that the search giant continues to invest heavily in its development. The company is working with Hollywood to produce original content, and has made great strides over the years in inking licensing pacts with content creators.

5 comments

Twitter airs its first television commercial

Didn't think Twitter was mainstream?

All doubt about Twitter's position in the media world was laid to rest this weekend as the company aired its first ever television commercial during the Pocono 400 NASCAR race.

4 comments

How Sony uses Pinterest to drive traffic

Yesterday at Blogworld, Callan Green from Sony Electronics presented Sony's new Pinterest strategy and highlighted how businesses can get started in this growing space.

When you are preparing for the launch of this kind of strategy, it's helpful for your team to begin by using the platform personally. Next, it's important to research existing brand pins in the community. When Sony searched Pinterest, they found a lot of gadgets as they expected but they also found a lot of old school products and pictures of fan made products such as Sony walkman shaped cakes.

By knowing what fans wanted, this allowed the Sony team to plan its potential boards and analyze the assets they already had in its Flickr community, in house and in its archives. 

12 comments

McDonald's: How to rock and roll in rough social waters

Rick Wion, the director of Social Media at McDonald's, opened his presentation at Blogworld in New York this week with the statement "everyone loves a crisis."

Controversy spurs conversation, crisis can drive traffic, and hand-wringing draws a lot of attention. In most cases, pundits are very good at it.

But what can you do as a company to navigate these waters?

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Airtime: two of Silicon Valley's biggest names discover video chat

Two of Silicon Valley's biggest names. $33m in pre-launch funding. A roster of A-list celebrities ready to unveil a product to the world.

If you're thinking the year is 1999 and you're at a party in San Francisco, you're wrong. It's 2012 and the city is New York.

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Top three lessons for success from TOMS CEO Blake Mycoskie

At the Footwear News Summit today in New York, Blake Mycoskie took to the stage to speak about TOMS shoes and his top three tips for success.

The idea of TOMS came after Mycoskie went on vacation to Argentina and saw that children there were in need of shoes and in fact, couldn't go to school without them. He thought he'd sell shoes where every pair a customer bought, a pair of shoes would go to one of the children in the village he visited.

That was all TOMS was meant to do.

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10 interesting digital marketing stats we've seen this week

I've rounded up some of the most interesting digital marketing stats I've seen this week. 

Stats include the paid search market, mobile checkouts, Apple's App Store, and online video...

1 comment