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Digital technology, and particularly the growth of mobile provides many opportunities for brands to integrate the physical world with digital.
This could be providing information about offline locations, opening hours, optimising for mobile search, or offering reserve and collect services.
According to our Reducing Customer Struggle 2013 report, produced in association with IBM Tealeaf, just under two thirds of respondents are including information on offline locations, contact details and opening hours on their websites.
I've been looking at the stats, as well as some examples of how brands are doing this...
Consumers made a total of 3.2m online searches for flights last month, and more than 17% of these were made on mobiles, which highlights the need for travel firms to optimise their sites.
According to stats from Greenlight, 'Cheap flights' was the most popular term searched for on Google UK, accounting for 17% of all flight searches, and 20% of all searches made on mobile.
So are the travel sites ranking for these terms optimising for mobile? Using the term 'cheap flights', I've been checking the top ten results...
Google's Webmaster Central blog today announced changes in the way it ranks smartphone search results, with a focus on eliminating flaws which affect the user experience.
One of the usability issues highlghted is those pesky interstitials which prompt visitors to download mobile apps, while other issues include faulty redirects and unplayable videos.
This seems to be a positive move from Google, and one which should help to eliminate the usability problems which detract from mobile browsing.
Here are some of the issues to avoid...
Mobile search has grown massively in the past few years and is predicted to overtake desktop search by 2014.
Furthermore, according to Google 40% of mobile search has local intent and 55% of mobile search conversions happen within an hour, so there is a huge opportunity for local businesses to take advantage of this new consumer behaviour.
However we’ve previously seen evidence to suggest that although businesses are aware of the opportunity in paid search, they’re failing to properly optimise their campaigns.
Last year I looked at three valuable keywords (mortgages, insurance and loans) and found that only six out of the 15 paid search results linked to mobile sites.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include mobile strategy, desktop use in Australia, personalisation, mobile search, tablet apps, ad targeting, international ecommerce sales and conversion rate optimsation.
For more digital marketing stats, check out our Internet Statistics Compendium.
When consumers search for things on their mobiles more than half usually intend to buy it, according to new research from Google and Nielsen.
The Mobile Search Moments report looks at why and when people use smartphones to search, the actions that result from these searches and how marketers can capitalise on every moment of the process.
Participants in the study were asked to log their mobile searches over a two week period in Q4 2012, which resulted in more than 6,000 mobile searches being recorded, and then follow-ups were conducted by Nielsen to see what actions resulted from these searches.
Smartphone CPCs in the US are 46% cheaper than desktop at $0.30 and $0.56 respectively, according to Q1 data from Kenshoo.
In comparison, tablet CPCs are just 18% lower than desktop at $0.46.
This highlights the fact that it is still relatively cheap for businesses to target customers through mobile search campaigns, an opportunity that many brands are failing to take advantage of.
Local search is becoming increasingly important as consumers look to find information about the products and services near to them.
For example, 81% of UK smartphone internet users have looked for local information with their devices, and these people are just as likely to purchase in your store as online.
There’s an extremely valuable amount of traffic available for local queries, so if you are a local business it becomes extremely important to deliver your messaging to these searchers.
Google has focused heavily on improving its local search results experience, and queries that trigger a local results page have increased in number, so that the location no longer needs to be part of the search query.
Google integrates data from Google+ to its map listings, so the easiest way to make sure your business is appearing on a map search is to ensure your Google+ business page is set up and using the correct address.
Here are five examples of PPC ads using location to enhance listings and (hopefully) increase CTR...
It has been a few months since Google introduced its Enhanced Campaigns, which gave marketers a new way of managing their paid search campaigns.
The focus of the change is to enable advertisers to target people at the right time, in the right place, with the right advert and call-to-action. Effectively, the structuring of Adwords campaigns is becoming device independent, removing the ability to have specific mobile, tablet or desktop targeted campaigns.
Up to now PPC managers have had the choice of whether or not they want to switch over to the new system, although the change will become compulsory in a few months.
With mobile traffic predicted to surpass desktop traffic in the next few years, it's important for site owners to get to grips with the intricacies of mobile SEO.
We've previously given a board overview of the topic in a blog looking at how mobile and desktop SEO differ and how to improve rankings.
And in the second of a series of posts, I asked three search experts how should site owners go about evaluating their site’s performance in mobile SEO and how to identify the most valuable keywords for mobile search...
Mobile devices achieve higher click-through rates than desktops when it comes to UK paid search ads, according to a report from Marin Software.
The data looks at how different devices performed during 2012, with smartphones achieving the highest CTR at 5.87%, compared to 3.93% on tablet and 2.29% on desktop.
And though the same is true of the Eurozone, the difference is less pronounced – smartphones achieved a CTR of 4.78%, compared to 4.48% on tablet and 3.1% on desktop.
The findings come from Marin's new report that looks at how smartphones and tablets are changing paid search.
The 2012 holiday shopping season was one for the online retail records and that led to a very merry Christmas for Google, which reported its fourth quarter earnings yesterday.
All eyes were on the search giant, which failed to deliver in the third quarter, much to the disappointment of Wall Street.
But there was no disappointment this time as the company delivered $14.4bn in revenue, a 36% year-over-year increase, and earnings of $2.9bn, up from $2.7bn in the same quarter a year ago.