mobile marketing

4 Essential Tips for Content Marketers to Survive Mobilegeddon, Google’s Mobile Friendly Update

Accessing content on mobile device

Internet users are spending more time than ever on their smartphones, which means Content Marketers must adjust their strategies to create a better user experience for those drawn to the small screen.

The release of Google’s new mobile-friendly update, aka “mobilegeddon”, has drawn a firestorm of attention to the need for improving website responsiveness and user experience on mobile devices.

There’s a good reason for this: A recent study by ComScore and Millennial Media found that approximately 56% of digital content is now consumed via smartphones. Knowing that a large portion of your audience likely searches, consumes and interacts with content on their mobile device should inform how you execute on your Content Marketing initiatives.

The good news is, despite the apocalyptic headlines on many blogs, Google has stated that the new mobile-friendly update only affects:

What You Need to Know About Mobile Content Marketing: Pros, Cons, Examples and Best Practices

Mobile Content StrategySuccessful mobile marketing is all about context.  A study by Nielsen and Google found that “in the moment” searches are by far the most popular with 85% of smartphone users looking for local information and 81% following up to take action.

But what kind of content makes sense on a mobile device vs. the content marketing being published online? What effect does mobile content have on creating compelling customer experiences and how does mobile fit with other online marketing efforts like SEO, social and ads?

One thing that has become clear is that since Google’s Hummingbird update, mobile can no longer be viewed as a separate channel. For forward-thinking marketers, the practice of optimizing for mobile across the span of customer touch points must be incorporated into your integrated marketing mix. If not, you risk alienating your customers.

Mobile Content Marketing With Apps: Pros, Cons, Examples and Best Practices

Mobile AppsEarly adopters of mobile technology in their digital marketing mix have been experiencing great results by providing convenient methods for customers and prospects to find, consume and act on brand information. Mobile commerce success is here too: According to IBM, 25.8% of total online sales for Thanksgiving, and 21.8% for Black Friday were via mobile.

As companies discover innovative uses of mobile technology for marketing and communications, they can help differentiate their services, reinforce corporate culture, and build long-term customer loyalty.

With growing demand as a content delivery and customer experience channel, mobile applications represent a substantial digital and content marketing opportunity for brands. Mobile is now 28% of all web traffic and the smart money is on those companies and organizations that can attract, engage and convert through the creative content opportunities mobile apps provide.

Mobile Marketing Tips from Google, ESPN & Medialets: Connect with Your Audience on the Go

SES New York Mobile MarketingThe afternoon of Day One at SES New York featured a high-level mobile marketing panel  hosted byDana Todd, SVP of Global Marketing at Performics.  Michael Bayle, Senior VP and General Manager at ESPN Mobile, Eric Litman, Chairman & CEO at Medialets and Brendon Kraham, Head of Global Mobile Sales and Product Strategy at Google shared the stage and their extensive knowledge on the current and coming states of mobile marketing.

The following is a collection of mobile marketing tips and takeaways based on today’s presentation, plus liveblog selection from the panel. Note that this is not a verbatim transcript, but the highlights from the panel discussion.

Exploiting the Infinite Loop: 5 Tips for Mobile Marketing Optimization from SES Chicago

Mobile MarketingToday’s consumer is connected every where and in every way. Additionally, we are no longer subject to the agenda of businesses when it comes to when and where we consume content, shop or view ads.  As marketers is our job to take advantage of what Geoff Tam-Scott describes as the infinite loop.

The infinite loops refer to the ongoing cycle of touch points marketers with consumer across devices such as smartphone, tablets, TV, PCs, etc.

On the first day of SES Chicago, Tam-Scott and Gagan Kanwar from Marin Software (@MarinSoftware) offer tips for marketers to optimize marketing for mobile and exploit the potential which mobile unlocks.

Online Marketing News: Social Media: A Recruiting Tool, Google Rating Guidelines, Rules for Online Content, Write Better Facebook Posts

Social Media & The Effect On Employee Recruitment

Still think that social media doesn’t hold value for business?  I found this recent infographic from Intricate on that says otherwise.  If you’re looking for a job, or looking to grow your team here are some things you should keep in mind:

What Employers Frown Upon

  • 78% – Posts and tweets on doing illegal drugs
  • 66% – Sexual posts and tweets
  • 61% – Profanity in posts and tweets
  • 54% – Grammar mistakes
  • 47% – Pictures of you drinking

Google’s Rating Guidelines Adds Page Quality to Human Reviews
A new version of Google’s human rater handbook hit the web and Google’s Premiere Engineer Matt Cutts insists these rating will not directly affect search engine results.  Regardless, the rating document does provide a high level view of what Google looks for in a quality website.  Via Search Engine Watch.

A No B.S. Guide to Mobile with Jason Falls – #BWENY

As a disclaimer before his session Jason Falls (@jasonfalls) admitted that there were probably 5-10 more qualified individuals in the room for the presentation.   But he was the one chosen for the job!  One of the reasons being that he could distill (similar to his favorite bourbon) mobile down into easy to consume information.

What we learned in the session was what we should be paying attention to, and what is the “star trek” B.S. that we shouldn’t be paying attention to yet.  Jason’s presentation was flush with factoids, his take on mobile, and a no B.S. approach to optimizing mobile for customer experience.

Spit-Balling Some Mobile Stats

Another disclaimer – Jason didn’t include his statistics on his presentation slides but did note that the majority of his information came from Tom Webster, comScore, Nielsen, and  Did you know:

Online Marketing News: Mobile Shows Muscle, Google Panda to Penguin, Google Drive(s) Storage

Mobile Marketing

Mighty Trends in Mobile Marketing

Every day we see mobile being used more and more for online shopping, local searches, email, social networking. And that is just scratching the surface.  This infographic from provides insight into the astounding use of mobile for Internet searches, as well as why mobile friendly marketing should be an essential part of your online marketing strategy.  Highlights include:

  • 87% of the world’s population have mobile phones
  • 300,000+ apps have been developed in only 3 years
  • 74% of people use mobile at work

5 Tips for Content Marketers on Google Places Optimization

Google Place Pages OptimizationLocal and mobile search is being used more frequently by customers on their smart phones and other devices now more than ever.  As local search becomes more and more prevalent, marketers must ask themselves what can they do to incorporate this marketing strategy into their arsenal.

According to a recent release by ComScore, nearly 3 billion search queries contain local terms each month.  For companies that have a local presence, top visibility on local search is essential or that traffic will simply go to competitors.  Google Maps is one of the most frequently used local search destinations and even comes standard on many devices including the iPhone.  Google Places provides a great opportunity to begin marketing on a local level to your potential customers.

3 Internet Marketing Trends You Don’t Want to Miss

Internet Marketing Tends

The web is flush with change and innovation. Gone are the days of linear information flow and incremental growth. Content flows in every direction through a variety of platforms, formats and devices.  The mass adoption of the social and mobile web have facilitated a revolution of information access, sharing and publishing at a scale never before experienced.

Access to information for discovery has traditionally been most associated with search. According to comScore, Google handles over 11 billion queries a month. But did you know, Twitter delivers over 350 billion tweets each day? Facebook is now over 800 million users and Google Plus has had a flood of new users as well, with estimates now approaching over 50 million. Social media is ripe for discovery as well as engagement.

Quick Guide to Smartphone & Mobile SEO

mobile SEONeed to learn more about smartphone and mobile SEO best practices? Let’s start with a few statistics:

According to an infographic from Microsoft Tag, 51% of smartphone users are more likely to buy from a retailer with a mobile specific web site, however: only 4.8% of retailers have a mobile web site.

A recent study by Google, “The Mobile Movement: Understanding Smartphone Users” reports 77% of smartphone users visit search engine websites followed by social networks. And nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.). Mobile use is growing faster than all of Google’s internal predictions, with YouTube seeing 200 million mobile playbacks a day, according to Eric Schmidt.