WHITE PAPERS

How Advanced Analytics Is Providing Insight into How to Win PPC Customers

Over the past few years, we’ve watched the world of advertising and marketing change and evolve immensely. While Super Bowl commercials still sell for millions of dollars for a few seconds of airtime, these kinds of big-budget ad campaigns are quickly falling by the wayside. The Internet has become a huge asset for small businesses to level the playing field and get the same exposure that larger corporations pay millions (and even billions) of dollars for each year.

Of course, while every online advertising campaign has the potential to go viral, garner massive amounts of attention from potential customers, and/or reach all of the right people for great conversion rates and sales numbers, a lot of them seem to fail. They either get very little attention or they get clicks with no conversions. And, upon first glance, the success rates of pay-per-click (PPC) advertising campaigns seem random and unpredictable. So how can you ensure that your advertising budget is being used effectively?

Enter the use of advanced data analytics. By using advanced data analytics, you can better understand which of your ads are the most effective, which customer groups are the most profitable, and how to target those customer groups with the best advertisements to capture their attention, make conversions, and increase sales. Advanced data analytics gives your business the tools it needs to create better marketing and advertising strategies without taking risks with your advertising budget. Through keyword research and other data strategies, your business can see major improvements in sales numbers and customer retention.

Data Science, Big Data and SEO: Connecting the Dots

SEO and data science might not seem like they go hand-in-hand, but they’re better bedfellows than many might assume. The rise of big data, and the exponentially increasing amount of information available to businesses makes it crucial to have the means to delve into this sea of intelligence and emerge with the answers to pressing questions that affect business success and longevity.

Data science is able to take the guesswork out of SEO by providing a mathematical and scientific method for answering questions and creating accurate predictions. It can also be utilised for almost any aspect of on-page or off-page SEO, from determining the right keywords to comparing competitor performance to content marketing and everything in between. With that being said, data science is not something most business owners, CEOs or decision makers can accomplish on their own. It requires immense experience and expertise, as well as the right technology and tools to ensure access to information, as well as the utmost in terms of data quality.

Content Marketing on a Shoestring - Tips for Small Business Owners on a Tight Budget

“Content marketing is all the marketing that’s left.” Those words from Seth Godin have never been truer, particularly for businesses looking to really engage with their audience. However, if you’re struggling with budget issues—and what business isn’t?—it’s quite natural that you might be lagging behind the curve here.

Marketing is 100% necessary. That rule holds true for every single business in every single industry under the sun. Of course, that doesn’t mean that it’s affordable. Even mid-sized and larger businesses can struggle with developing a realistic, workable marketing budget, and small firms are often left out in the cold.

Don't worry – content marketing doesn’t have to be exorbitantly expensive. There are ways that even businesses on a shoestring budget can get the word out and pull in new prospective customers. In this report, we’ll cover some of the most pertinent options, and what you need to know about each.

Mobile SEO Optimisation vs. Desktop Optimisation: Preparing for the Domination of Mobile

Once upon a time, you could count on website visitors to reach you from a desktop PC or a laptop. That’s no longer the case, though. 2015 actually marked the first year that mobile trumped desktop PCs in terms of the number of people accessing the Internet, and that trend is only going to rise.

That means a great many things for anyone with a website, whether you’re a blogger, an ecommerce company, or a business with a simple business card style website. Obviously, you need to be concerned with how your visitors are accessing your website, but it also means that you need to know the differences between mobile SEO optimisation and desktop optimisation. They’re not the same, and a single wrong step could have dramatic repercussions that significantly affect your online presence.

When asked during an interview with Forbes magazine what he saw as the single most important emerging trend in SEO for the immediate future, Navneet Kaushal answered, “That’s easy. Clearly, mobile optimisation will take front and centre stage this year. Marketers who neglect to specifically target people using mobile devices will not only be limiting their reach, but they’ll also be effectively committing SEO suicide.”

This paper will compare and contrast these disciplines and will help to highlight best practice

Periscope: Live Streaming for Success

Web 3.0 is upon us - live broadcasting enables both communication and marketing on a brand new scale. Apps like Periscope empower business owners to vastly enhance audience engagement, build their brand, and grow their companies. Periscope turns the dial up on social media marketing.

This paper will introduce you to Periscope, help you to understand how it works and will offer suggestions on how you can integrate it into your communications activity. When used correctly this application offers a great way to develop customer relationships and form intimate connections with specific groups. Early adopters will benefit vastly from broadcasting in, an as yet, uncluttered space.