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Insights: The EGC Blog

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Now that every brand and local hardware store is utilizing Pinterest to promote the “lifestyle” of their market and drive relevant traffic back to their website, how can you track the success of this platform? Is the time and effort that you spend on creating boards and sharing pins really paying off? Pinterest Analytics are not new but very valuable and as the network opens up its advertising platforms this year, it will be important to include these metrics into reporting.

Pinterest has only opened up the Promoted Pins platform to selected advertisers as of right now, but there is still plenty of data to shift organically through from the content you are sharing.  Upon entering the dashboard for Analytics, there are three options of data to digest. There are Pinterest Profile metrics, Audience metrics, and Activity from your website. 

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Your Pinterest Profile includes metrics that will determine how engaging your pins are on the social platform and how many people are utilizing them daily. 

Metrics Include:

  •      Avg. daily impressions
  •      Avg. daily viewers
  •      Avg. daily repins
  •      Avg. daily repinners
  •      Avg. daily clicks
  •      Avg. daily visitors
  •      Most repinned pins
  •      Best in search 

Why is it important?

It is important to populate your Pinterest community on a regular basis, and these metrics will show the response rate and activity from the community you are building. Creating these relationships and enhancing them ensures exposure and brand consistency.

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Your Audience Analytics depicts where your audience depicts where your audience is pinning from and what their other interests on Pinterest are. This segment will also give you monthly data that shows the correlation between users and engagement. Accessing this data will help you to determine additional or off-brand content that you may want to share. 

Metrics Include:

  •      Avg. monthly viewers
  •      Avg. monthly engaged
  •      Country audience #
  •      Metro audience #
  •      Language audience #
  •      Gender 

Why is it important?

If your Pinterest strategy includes pinning multiple product images and links to your page and hoping that people will share them, you are not contributing enough to the community. Pinterest is a lifestyle inspiration network, and these metrics will clue you in to the type of lifestyle your audience is actively engaging in. This data will help to teach you more about your audience than what you might have known before (and even be a helpful tool to share new types of content)

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The Activity from your website segment is a necessary tool that will confirm the kind of content that is getting pinned the most often from the website. The data shared here measures the outbound Pinterest activity from your site only.

Metrics:

Avg. daily impressions

Avg. daily viewers

  •      Avg. daily repins
  •      Avg. daily repinners
  •      Avg. daily clicks
  •      Avg. daily visitors
  •      Avg. daily pin creates
  •      Avg. daily pinners
  •      Top pin impressions
  •      Top pin clicks
  •      Top pin repins
  •      Top pin Likes  

Why is it important?

Like Google Analytics (but better), this segment will detail what happens when a piece of content or product gets pinned from a link on your site and becomes "social" on Pinterest. It is a fantastic way of learning about what product or content resonates with audiences. If you haven't activated this segment of data by verifying your website, you will not be able to access this data! 

Conclusion:

Social media strategies are multi-channel and multi-purpose. By measuring and analyzing the daily and monthly efforts of engagement and sharing unique, user-generated content and branded content, brands can identify new opportunities. According to the Pinterest blog, Lowe's found a hidden gem from using Pinterest Analytics. It is important to scale your time on each social network and know that the effort being put into the strategy results in positive brand experience, sales, engagement, or another goal for your brand. 

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You know who your customers are, right? Most marketers are confident that they do.

But while most of us may know who our customers are, do we really understand our customers’ path to purchase today? Changes in the way that we shop, communicate with one another, consume media, and engage with the world means that we might not be as savvy as we think when it comes to all the things that factor into a purchase journey in 2015.

At EGC, we’ve recently worked with several clients to dig deeper into how prospective customers are finding them, considering products and services in their category, making purchase decisions, and acting afterward. It’s led to strong insights rooted in their Customer Journey, and actionable marketing activity that takes advantage of the learning.

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How well can you answer each of these questions?

Take the test:

  1. Do you know where your customer will most likely first encounter your brand?
  2. Do you know all the places they’ll look for a product like yours?
  3. Who will they turn to for advice before purchasing your product or signing up for your service?
  4. What, or who, will influence their decision most?
  5. What are the top three decision drivers in your category?
  6. What role do online reviews play?
  7. Will social media impact a purchase decision? 

While many marketers have some working assumptions about these things, when was the last time you did some in-market learning to be sure?

So, how can you adapt to succeed in an evolving landscape?

First and foremost, you need to have a strong lay of the land when it comes to that Customer Journey. Think it through. Talk to your customers. Talk to your sales force and see what they are hearing and finding. A lot of times, just getting out of the office and into the field is a great learning opportunity. Having hypotheses and assumptions are a good starting point.

To build on that, if you’re ready to take a more rigorous and pragmatic approach or have some business challenges that are proving difficult to overcome, consider doing some research to uncover insight at each step of the Journey, and discover where the opportunities are for you to strengthen your marketing plan.

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An Interview with EGC Creative Director Rich DeSimone

rich-desimone_thWe sat down with Rich DeSimone, EGC Group’s Creative Director, to pick his brain about where he sees the wonderful world of creative heading this year. What hot trends are emerging? How critical is it to merge digital and creative strategies?

OK. Before we dive into new trends, what hot trends from 2014 do you think we’re leaving behind us?

Trends don’t always go away, sometimes they evolve.

With that being said, I think apps from brands that are not a utility to the user (such as ones that are purely for entertainment purposes) will be used less and less. As users move away from these, the development of these types of apps will also decrease.

Another trend evolution we’re seeing this year is that “responsive” websites aren’t just nice to have; they’re an absolute must-have. Next month, Google will be weighing mobile in its site rankings and users expect itIn fact, I think the word “responsive” will not be used in the advertising world because clients will just expect it.

What do you see as the top creative trends for the rest of 2015? 

1. Integrating Advertising Into Wearables:

One trend that’s evolving into something new and exciting (and creating fresh opportunities and interesting challenges for us in creative) is wearables. I’m really excited about approaching integrating advertising into wearables.

We’ve seen Apple follow other brands, branching into smartwatch territory, and interest in wearables is growing. What we’ve seen so far is adoption primarily in fitness. I think we’ll start to see wearables be used even more in day to day activities. And we’ve heard a lot over the last few years about “The Internet of Things,” and we’re going to see more of this integrate with wearables.

With a broadening variety of people wearing them, different brands are going to try to reach target audiences through different devices. Agencies will be tasked with figuring out best practices to reach people on wearables.

 

 

2. Geo-Targeting Campaigns:

Local media buys have long been a staple of advertising. And the possibilities for targeting specific locations in search, PPC and social advertising have become more advanced over the last few years.

Facebook and Twitter allow marketers to target people based on zip codes. At the end of 2014, we saw Facebook roll out hyper-local targeting, allowing marketers to serve ads to consumers within one-mile of a brick and mortar store.

This year, we’ll see a sharp increase in the number of brands implementing geo-targeted campaigns to drive store visits. Of course, mobile plays a huge role in this. Ads will connect people to the businesses where they are in real-time.

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3. Video’s Role Gets Even Bigger:

We know video is an important part of any marketing strategy. We know that watching a product video makes a customer 52% more likely to purchase that product. And we know that hundreds of millions of hours worth of videos are watched daily on YouTube with half of those views now happening on mobile.

Video is incredibly important in social media right now, from Facebook (particularly helpful to brands with its autoplay in News Feeds) to Snapchat (with its Snapchat Stories and Discover). Just last month, we saw the new live video streaming app Meerkat make huge waves at SxSW. 

Twitter wasn’t initially thrilled to have a third-party app plug into its graph, and was looking to make headlines of its own with its own new video cameraTwitter’s crackdown on Meerkat seems to have only helped the brand gain attention and increase users

Our challenge will be to create dynamic videos that stand out as more brands produce even more video.

adidas' "Here's to the Takers" topped the Visible Measures Viral Video Chart yesterday, April 14, 2015.

In light of these trends, how would you characterize the importance of connecting creative with digital strategy?

Creative now is digital, which is the cost of entry. The question now is how to have traditional dovetail into creative. And the answer to that is create the digital strategy and campaign first, and then work on the traditional components from there. With the social landscape being so prominent in people’s daily routines, we have to ensure our core ideas translate in that space to be successful.

How will 2015 trends impact how brands present themselves?

To put it in its simplest form, do the reverse of traditional designing.

Agencies will be designing for mobile first and then looking to make sure it also works on desktop. Campaigns need to hit consumers where they live and that is on their mobile devices. The goal is to continue to increase traffic from these devices.

How can we at EGC differentiate ourselves in the way we produce campaigns for our potential clients?

By surprising and delighting audiences with creative ads for brands we work with. This means not always leading with the points brands may traditionally lead with in their messaging. We need to learn what’s most important to the consumer and lead with that first, building a conversation that customers want to have.

A perfect example of this is the Dove campaign. They speak to inner beauty, which really beautifully speaks to their target. Yes, they also talk about why their product is the best, but the messaging connects with customers, first and foremost.

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NBC’s The Voice is well into its eighth season with live playoff performances having kicked off this week.  Reality shows have been facing a ratings slump and news broke this week about Viacom (which heavily relied on these types of programs), suffering from serious financial shortfalls. The Voice, however, continues to bring in strong ratings and its viewership grows each season, despite competing against other networks’ hit shows like Dancing with the Stars, Grey’s Anatomy, The Blacklist and Big Bang Theory.

What’s made The Voice such a hit? 

Smart marketing has definitely helped the show fight the tide of reality TV’s decline. Not only does the show promote itself actively through traditional marketing (like promo spots on NBC), it weaves marketing principles into the show itself.

In a recent blog post, we discussed the concept of inbound marketing. Inbound marketing strategically pulls customers in through the use of engaging, intriguing and relevant content. Customers come to you rather than pushing your messaging out and risk getting lost in the noise or being blocked out by customers.

Can a broadcast TV show really be considered inbound marketing? We can definitely see some of these strategies at work within the fabric of The Voice. Key components of inbound marketing are strong content that draws people in, a strong social media plan, and networking.

While networking in inbound marketing terms often refers to a strong link-building program as part of a robust SEO strategy, The Voice integrates partnerships with other brands – including personal brands – to create relationships and help draw in viewers. The producers are also savvy about tapping into trends and using social media very effectively to build excitement about the show.

 

The Queen returns to her throne February 23 on NBC. #TheVoice

Posted by The Voice on Friday, 13 February 2015

 

If you’ve surfed the web lately, or visit Facebook, you’re sure to be inundated with blogs, lists, quizzes and open letters on nostalgia – particularly about growing up in the 80s and 90s. Who doesn’t love a good flashback to our youth?

Remember running home from the bus stop to catch Total Request Live with Carson Daly on MTV or driving all the way to the mall to get the newest Christina Aguilera CD? Almost all of the personalities that have starred on The Voice have had, and still do have, very successful careers in the entertainment industry. These relationships with popular personal brands help enrich the show’s content.

Watching these celebrities on the show brings back good memories. We feel all warm and fuzzy inside, therefore making the show more appealing to us as an audience.

The Coaches:

While we’re on the topic of the personalities who appear on The Voice, let’s take a moment to talk about the coaches. Notice they’re called “coaches” and not “judges.” 

And you can’t deny that after watching just five minutes, you want to jump through your TV screen and be friends with Christina, Pharrell and Adam… and sometimes Blake.

The playful banter, joking and secret pacts they make with each other during the blind auditions and battle rounds are a nice change from the rude, negative and discouraging feedback that contestants routinely receive on other competition shows. 

You know that all of the judges are at the top of the game. They’re the best at what they do and for that reason alone, they are relevant and gain the respect of viewers. But at the same time – they’re relatable and viewers feel a connection to them.

 

A very HAPPY birthday to our coach, Pharrell Williams!

Posted by The Voice on Sunday, 5 April 2015

 

Next Level Social:

Sure, there’s social engagement during some shows and maybe even a featured tweet every now and then, but The Voice goes all out. They don’t limit their social media engagement to just a semi-translucent hashtag displayed in the bottom corner of the screen during the show.

Did you ever notice that The Voice changes hashtags to correspond with the team that’s currently singing? And their hashtags only pop up for a limited time when they are relevant.

Coaches tweet at each other, competitors tweet at the coaches, fans tweet at the coaches and they feature these tweets throughout the show. But, they don’t stop there. They’ve brought social engagement to another dimension with the Instant Save. 

What’s Instant Save? Basically, you have five minutes to tweet and save your favorite in-jeopardy contestant. 

After just four episodes in from the launch of Instant Save in 2013, The Voice generated 3.5 million tweets and nearly doubled their Twitter followers throughout the season. (That’s about 1.25 million followers gained!) Talk about engagement. No wonder Instant Save won Shorty Awards for Best Integration of Social Media with Live Television and Best Use of a Hashtag on Twitter. 

Product Placement:

Product placement has been a mainstay of TV and film. While some have predicted the demise of product placement, and it does seem to be experiencing some growing pains, it is still very much alive and ubiquitous.

And it would be hard not to notice it on The Voice. From the Starbucks Green Room to multi-angle pans over the 2015 lineup of Nissan vehicles during pre-performance packages, it’s clear there are some very powerful brand relationships in place.

While we confess that sometimes those product placement moments could use a bit more finesse (some of those Nissan pans, for example, are a bit slow in our opinion), not only is this a great opportunity for brands to get visibility on the show, it creates connections with viewers who experience these brands in their daily lives.

The Voice is a great example of how effective and versatile marketing can be. 

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This Sunday, the first of the final episodes of Mad Men will premiere on AMC. For seven seasons, audiences have watched this retro take on the professional (and personal) adventures of a diverse group of people employed in a Madison Avenue advertising firm. There will no doubt be Mad Men parties, especially for the first and last episodes, and fans will eagerly tune in to see what becomes of these characters (not to mention the agency of Sterling Cooper Draper Price).

Don Draper, Joan Holloway, Bertram Cooper, Roger Sterling, Peggy Olson, and Peter Campbell (among other characters) each made an impression on television audiences. Whether they were loved or hated (or both), these characters had style. (But hey…it was New York in the 1950s and 1960s. How could they not have style?) One could even go one step further and say that the overall style of the show made as much of an impression as the characters. And this style was something to sell…

The marketing powers at the show’s network, AMC, know a good thing when they see it, and have been promoting events that would have made Draper and his colleagues feel everything from pride to amusement, to “why didn’t I think of that?” frustration. But it’s fittingly obvious: only advertising professionals could fully appreciate and promote the power of a television series about advertising. And the common thread that is running through everything from events to displays to retro-style products is style.

Just last week, for example, an inventive take on “Restaurant Week” took place in Manhattan. More than 30 well-known establishments (such as P.J. Clarke’s and ‘21’), where the staff of Sterling Cooper Draper Pryce dined and made deals, offered lavish lunches at the equally appetizing price of $19.69 (an expensive tab back in the day, but a bargain in 2015). This then, was a promotion that combined style with savvy savings for those who fancied an elegant lunch.

Currently, The Museum of the Moving Image, located in Astoria, NY, is hosting “Matthew Weiner’s Mad Men,” an exhibit showcasing an assortment of eye-catching ‘50s and ‘60s costumes (some classy, others crass). These costumes are complemented by a variety of props, advertisements, and other items that were seen on the program. Fans will be interested to know that the creative consultant who worked with the curators at the museum on this exhibit was Janie Bryant, the costume designer of Mad Men. How’s that for authenticity (not to mention style)?

New York-based grooming and cosmetics store Birchbox partnered with AMC to promote Mad Men-inspired gift boxes for both men and women. Ladies can get samples of items such as ‘Liz Earle Eyebright Lotion,’ ‘Anastasia Beverly Hills Brow Gel’ and ‘Cargo Swimmables Water Resistant Blush in Los Cabos’ (try saying that in one breath). Gentlemen can purchase such eclectic items as ‘Baxter of California Facial Scrub,’ and an exotic-sounding cocktail condiment called ‘Royal Rose Three Chiles Syrup.’

Birchbox Man is helping you get ready for the Mad Men premiere on Sunday, April 5 at 10|9c. Subscribe today: http://birch.ly/1Nm3Glu

Posted by Mad Men on Friday, 27 March 2015

And so, the fate of the "Mad Men" and their families, friends and other cohorts will be known in a few weeks. Regardless of whether audiences will be satisfied, surprised, or disappointed by the finale, no one can deny that the promotion department at AMC is giving this show a memorable send-off – in style.

“It ends the way it should end.” - John Slattery. The Final Episodes premiere this Sunday at 10|9c.

Posted by Mad Men on Wednesday, 1 April 2015

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In the spirit of camaraderie, the EGC team held its inaugural “Bowling Night” outing at Bowlmor Lanes in Melville. Orchestrated by EGC’s own Amanda Mauceri, Account Manager, several of EGC’s finest got together for an exciting night of laughs (mixed with fierce competition).

Bragging Rights – Nicole Coughlin, Traffic Manager, had a record breaking four strikes in a row and scored a whopping 185 in her third game – wiping out her own teammates and the competition. Kudos!

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Consistently Awesome – It’s a tie! First mention goes to Tina Zhen, Account Manager, for her slow and deliberate strikes and her ability to turn any second frame into a spare (which crowned her “Queen of the Spare”). And second mention goes to Adam Chan, Social Media Community Manager, for his consistently good rolls and smooth precision, frame after frame.

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“Box of Chocolates” – Because it seemed like he never knew what he was going to get, Dillon Winegar, Jr. Marketing Analyst, won the Forest Gump-inspired title for his back-to-back gutter ball/strikes that had everyone scratching their heads.

“Maybe this is intentional; maybe it’s some kind of a scare tactic,” Mauceri said. Winegar was, after all, wearing what appeared to be a bowling shirt.

“It seemed like he knew what he was doing, but the pins told a different story,” Mauceri continued.

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Obliteration Squad – This squad consisted of: Chris Bing, Search Marketing Coordinator; John Mannhart, Social Media Community Manager; and Jeremy Waszak, Search Marketing Manager. They won this title for their consistent crushing obliteration of the pins, loud smack talk and fierce celebrations.

These celebrations manifested themselves by spinning around after their rolls, high-fives, back-handed high-fives, and fist bumps. The primary reason they earned the title of “Obliteration Squad” (and, as Mannhart put it, “people probably hate us right now”) is that these three really brought their A-game to bowling.

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There was even a FACE OFF between Mauceri and Mannhart, who both pushed courtesy aside and decided to bowl at the very same time – a bowling faux pas. Onlookers gasped.

“You want to roll at the same time?” Mannhart asked.

Mauceri nodded.

“Okay, it’s your funeral, kid,” Mannhart continued, as he crushed the pins in the face of Mauceri’s four-pin knock down.

Sadly, Mauceri (who bragged about the bowling class she took in college and her regularly above average scores) wasn’t able to break 100 – and never heard the end of it.

“I realized pretty quickly that the reason I got an “A” in bowling class was because I showed up, I listened, and I bowled. And you know what? That’s what we all did at Bowling Night. So in a sense, we’re all champions.”

Special shout out to our “celebrity” bowler, Jackie Fede, Graphic Designer, whose schedule only allowed her to guest star in a few frames. Her encouragement and all-around cheer was greatly appreciated by all.

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“This night almost didn’t happen,” says Winegar.

“Bowling Night” was an event that had been on the books for weeks. It had been rescheduled twice (due to inclement weather, followed by office-borne illness, and quite possibly – smack talk intimidation), leaving EGC employees to wonder: “Was this ever going to happen?”

But thankfully, it did happen…and it won’t be the one and only time. There’s unlimited bowling on Mondays for a discounted rate. So, it sounds like our next plan is in the works!

That or “EGC Karaoke.”


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As SXSWi 2015 comes to a close, we’ve broken down the top takeaways you should know:

2042Human Tech: 

The winners of the Interactive Innovation Awards this year didn’t set out to solve marketing, selling or retail problems. They solve human problems. 

The nonprofit organization, Not Impossible Labs, won the “Innovative 3-DIY” Award for "Project Daniel," a 3D-printed prosthetic arm that was made for a boy in Sudan. Built for just under $100, this cost-effective design and production has given these innovators hope to be able to aid future victims. 

Winning “Most Innovative” at SXSW Accelerator was BioBotswhich was founded by a group of University of Pennsylvania graduates. These inspiring visionaries found a way to create a 3D bioprinter that can actually build functional living tissue. Its creators describe BioBots as “the future of regenerative medicine,” and for us, this innovation was the most inspiring takeaway of the event. 

And, of course, there were new innovations in human social connectedness. Meerkat received more attention and discussion than any app in recent SXSW history, primarily for its live streaming capability. Every important moment was live streamed on Meerkatbut (and adding to the hype) it wound up being blocked by Twitter (who is launching a competitive service) just as the conference really kicked off. 

Robot Tech: 

It goes without saying that we expect to see robots at SXSW, but we found this year’s take on robotics especially interesting. Angling to make robots seem less like Terminator and more like Teddy Ruxpin, the robot displays were part of a "robot petting zoo."

The zoo showcased robots with facial recognition displays. One robot was designed to teach children the basics of programming, and some robots were even used in real-life rescue missions. Some humans took issue, however, with the latest in robotics and protested the apparent demise of humanity at the hands of the robot petting zoo’s inhabitants. 

Gender Diversity in Tech

Yeah, we’re still not there yet. Despite the fact that SXSW had a strong list of female heavy hitters and a longer list of female attendees, there were signs of some trouble. 

News was made during the ironic gender diversity panel that featured Google’s Eric SchmidtHe had so much to say about gender diversity that he was called out for repeatedly interrupting his co-panelist, US Chief Technology Officer Megan Smith. It should be noted that Mr. Schmidt was called out by fellow Googler Judith Williams, Google’s Global Diversity and Talent Program Manager.

And when some brands tried to engage women, it seemed, quite frankly, like a fail. For example, we were disappointed to see the attempt by Ipsos to create a "girls' lounge," where female SXSW attendees could get blowouts and manicures. 

First…there is the name: “girls’ lounge.” Second…everything else. While some of us EGC female staff members love a good blowout, we aren’t into brands that try to lure us with stereotypical incentives. We are attending a tech conference for tech purposes, and we’re perfectly fine attending every other tech tent with everyone else.

DIY Design and Manufacturing:

There were thousands of apps, services, printing machines (and more) that allow you to be the designer and manufacturer of your own products.

Of particular note was an app that we toured that came from South Korea called “You Are the Design,” which allows you to design and manufacture your own shoe. And Child’s Own allows children to build their own stuffed animals from their own drawings. 

Old School Meets New School:

Old brands tried very hard to find their way into SXSW. Some were successful, others not so much

McDonald’s had a surprising amount of positive buzz and attention. Austin, home of the food truck, was met with a McDonald’s food truck. And surprisingly, people were lovin’ it. (Sorry.) Not surprisingly, as Adweek pointed outthe other food truck operators were not thrilled.

Meanwhile, Marlboro had a “black lounge” – which sounds too close to “black lung” – and which resulted in a lot of negative social media snark. 

 

Focusing on the Customer:

The focus this year, across the board, truly was on the human connection, whether it meant solving human needs or humanizing that technology for humans. When it came to innovation in digital advertising, what struck us was the alignment we saw with what we’ve been focusing on at EGC – the human metric.

While Big Data has been big news for the last few years, we found tech like Ninja Metrics’ True Ad Value especially interesting. It helps calculate the ROI of ads based on brands’ customers who influence other customer purchase decisions online. It looks at ways to analyze human influence, which is something retailers need to take more consideration of as they develop their consumer profiles and think about nurturing influencer networks.

 

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Google recently announced they will be placing a greater emphasis on “mobile-friendliness” as a ranking factor in their organic search results. The change will occur April 21st, affecting mobile searches worldwide in all languages, and will be considered to have a "significant impact in our search results."

What does this mean?

Google is deploying another update to its ranking algorithm, which determines where webpages appear in search results. This time, they are focused on improving the user experience for users who are searching from a mobile device.

This is in keeping with the trend of how mobile usage is growing faster than most brands realize. Some studies have concluded that 30% of all search traffic comes from a mobile device, regardless of industry. In certain verticals (e.g., Retail, Education), EGC has even seen this number at greater than 50%!

Google previously introduced “mobile-friendly” labels in search results to make it easier for people to find mobile-friendly pages. (You may have seen these when searching from a mobile device.)

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Now, Google will be weighting webpages based on device.

“Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

This does not mean that pages which are not mobile-friendly will be banned from mobile search results. It can, however, equate to lower rankings (e.g., moving from second to third position) in search results, as well as a loss of traffic from search engines.

What to Do?

There are a few steps that brands can take if they lack strong mobile assets.

1. Run a quick test on your top / most important landing pages. This could include the homepage and top service, or product pages. Google has a one-click Mobile-Friendly Test for brands and webmasters to run that will give a quick snapshot on where the page is lacking – along with broad steps to take.


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2. Benchmark organic traffic and rankings. Before April 21st, be sure to benchmark the mobile-organic traffic to the website. Take into account, specifically, monthly averages and percentages of total. This will make it easier to spot any incremental increases or decreases in traffic from mobile devices after the algorithm update.
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3. Adapt and scale with a responsive or mobile-site. Depending on goals and the ideal customer experience, brands should look to develop digital assets that look and function great on ANY screen (e.g., mobile, tablet, desktop).
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Final Thoughts

The investment needed to create a mobile-friendly experience will vary depending on things such as: the level of custom functionality, the number of pages, the CMS, and the design. But in today’s digital landscape, creating for mobile (or even taking a “mobile-first” approach to design and development) should be a major consideration. This is now a foundational component to the marketing communications of most businesses. After April 21, mobile will be contributing to where website pages rank in Google.


 

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Pass it on!

We're looking to donate our creative and strategic thinking – and our hearts and minds – to those in need. Do you know a non-profit organization that could benefit from our work?

We're taking applications now for CreateAThon 2015! Click HERE to download the application.

Want to learn more about what we've done during CreateAThons past? Read some of our past blog posts and check out some photos of the fun on Pinterest!

Postgame Roundup: What was EGC's CreateAThon Event Really Like?

CreateAThon 2013 in Pictures

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shutterstock_252167869Not convinced that inbound marketing is right for your business? Well, after you read this, I think you’ll be willing to consider it.

So, inbound marketing is the act of pulling customers toward your business through the use of intriguing content in the form of blogs, e-books, videos, white papers, press releases, newsletters and social media. More than 80% of the online population use search engines to find products and services – so why not capitalize on the people who are already actively seeking out your product or service?

The placement of popular search terms that are being used to find your product in a blog post will appear in search results. And inbound marketing is more likely to convert a prospect into a lead than traditional outbound marketing methods (such as radio, print ads or direct mail). 

In fact, HubSpot, an EGC partner and industry leader in inbound marketing research, reported that inbound marketing has a 61% lower cost per lead than outbound marketing. The average cost-per-lead for inbound marketing was $135 versus a $346 cost per lead for outbound marketing. 

Another point that makes the case for inbound marketing is that most do anything they can to block out outbound marketing, using email spam filtering, one ad blockers, DVR, satellite radio and caller ID. So why waste money on advertising that people just don’t want? 

HubSpot’s 2014 State of Inbound report found:

  • In 2014, more than twice as many respondents cited inbound (45%) as their primary source of leads versus outbound (22%).
  • Marketers who have prioritized blogging are 13 times more likely to enjoy a positive ROI.

Other stats that make a compelling case for inbound marketing:

  • Nearly 60% of marketers report that they have adopted inbound strategies.
  • Companies that blog generate 126% more leads than those that don’t.
  • 43% of marketers report that they generate customers from their blog.

The data speaks for itself! The inbound train is moving ahead, and you’d be silly not to jump aboard! 

 

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