Newsfeed algorithm changes which could affect the number of organic site referral visits you get from Facebook in future

Importance: [rating=3] Recommended link: Facebook Official Newsfeed FYI post from 21 April 2015 We're alerting Smart Insights readers to this change to personalisation of the Facebook newsfeed algorithm since it could potentially affect the volume of referrals that your site gets from Facebook if you're not posting the right type of content or at the right frequency. In their announcement of the change Facebook explain that their algorithm aims to...

"give you the right mix of updates from friends and public figures, publishers, businesses and local organizations you are connected to.

This balance is different for everyone depending on what people are most interested in learning about every day. As more people and pages are sharing more content, we need to keep improving…

How to use Custom Segments in Google Analytics to check the impact of Google's mobile-friendly algorithm changes live since April 21 2015

Well, the mainstream media have been calling it 'Mobilegeddon', which maybe overstating it, but it's going to increase the questions by colleagues about 'have we been affected by this Mobilegeddon update?'. So, we definitely recommend checking in your analytics, now it's live to see what the impact is on you or your clients. To help businesses prepare, we featured Google's guidance on mobile-friendly when it was first announced in November and more recently, Gavin Llewellyn explained 5 tools to help check your site is Google mobile-friendly. I've been anxious to check the impact on SmartInsights.com too, so I thought I'd share the approach I've used and share what we found.

3 steps for using Google Analytics to check the impact of Mobilegeddon

The analysis used involves isolating the organic traffic from Google which arrives at a…

Choice is a good thing, right?

Let us take you back to the grand old days of grocery shopping, when butter came weighed out in a scoop, the grocer knew your children’s names and your favourite cut of beef, and a brand was something you applied to a cow’s bum (not too different to shopping in Lidl today, one might imagine). Limited choice made shopping a simpler experience in those days ('You can have any colour as long as it's black'), but surely the huge array of brands, products and quantities available in today’s supermarkets make shopping a more satisfying experience? After all, what brunette with frizzy hair and split ends could argue against a shampoo product made specifically to meet her needs?

What's the impact of choice on consumer purchasing and ecommerce?

However, as previously demonstrated in our series of…

Simple recipes and tips to get you started with your Marketing Automation

Are you still sending out blanket e-shot campaigns to large, anonymous lists? If you are, then the 'shot' part might turn out to mean 'shot in the dark.' In an age where PPC and SEO let you reach a target audience actively looking for companies like yours, blunt emails are rapidly becoming a thing of the past, and 2015 is shaping up to be the year of automation. Most companies already have all the ingredients - an email platform, a CRM full of client data, and an incoming source of leads gives you everything you need. Getting started can seem daunting, but by starting off with a few basic recipes, you can build up a fully-fledged automated strategy in no time.

Recipe 1: Dynamic Content

Most companies have…

Why and how to use hurdle rates to set goals for your digital marketing

The concept of hurdle rates seems to be quite widely used within finance and investment circles, but I rarely hear it discussed in blogs about measuring and improving digital marketing. Perhaps that's because they're most useful when related to customer retention, or the 'Engage' part of the Smart Insights RACE Planning framework. It's surprising since they offer an excellent way to set goals and track performance against them when you are looking at your effectiveness in communicating with an audience. You can use them to review email marketing, ECRM, customer engagement with social media or repeat purchases. Here's a brief introduction to hurdle rates and some ideas on where you can apply them.

Hurdle rate definition

The hurdle rate for engagement is simply the percentage of customers who perform an…

Trends in affiliate models from 2007 to 2015

Affiliate marketing has been a core acquisition channel for transactional consumer sites for many years now. But over the years, the popularity of different types of affiliate marketing have changed dramatically. PerformanceIn have published an interesting compilation of the popularity of different affiliate types based on research by Affiliate Network Affiliate Window. The chart below shows the top 20 Publisher Type in the Fashion Sector: You can see that there was an initial focus on search marketing, through both SEO and PPC with many affiliates specialising in these active. But, it's no secret that Google doesn't favour affiliates, so its algorithms now favour destination sites and it has developed its own comparison tools. PPC through AdWords has also become more important. The graph below shows how popular voucher codes and…

An infographic about infographics

We know that visual content increases sharing across social media platforms as Gary Lipkowitz explains in his article on 'Why infographics should still be part of your content marketing strategy. But do you know why our brain craves infographics or visuals on a more scientific basis? The team at NeoMam Studios have designed this infographic about infographics which summarises why they are such an effective communications tool. Did you that... "70% of our sensory receptors are in our eyes, it only takes one tenth of a second to understand visual content and that we 'recall 80% of what we see AND do'". If you're looking for more practical guidance on creating effective infographics for marketing see this article by Dan Bosomworth of First 10 on A checklist of 10 best practices…

Understanding how your mobile strategy can improve your customer service

Most of us find it almost impossible to spend time without a smartphone or tablet close at hand. These days, to quote the famous ad for Martino Rosso, we expect to be connected and online  ‘anytime, anyplace, anywhere.’ Indeed the mobile device has become not only a constant companion but also an essential tool. Witness our shopping habits. According to research organisation IMRG, around half of e-commerce sales in the UK are accounted for by mobile devices. Meanwhile, a 2014 survey by Econsultancy found that 13% of us engage in the art of 'showrooming.' Or to put it another way,  we check out goods in store before buying online, using our mobile devices to compare prices and then make the purchase. And not only do we shop on the move. These…

Content Marketing is more than just publishing content...

When Doug Kessler (Velocity Partners) published his Slideshare ‘Crap: the single biggest threat to b2b content marketing’ it rightly got a lot of attention (one million views and counting). [slideshare id=15931787&doc=velocitycrap-130110064100-phpapp01] I think that the popularity of this Slideshare was not only because of the great title, but because it highlighted the challenge of getting cut-through as more B2B brands are spending more time on content marketing. Now B2B buyers cannot move for the flood of Ebooks, blog posts, and infographics (which are getting longer by the day!). According to the CMI:  74% of marketers say they are producing more content than they did a year ago, but 70% of content produced gets wasted each day!  From my experience of working with brands and training marketers on content marketing, there seems to be a common experience with initial adoption of Content Marketing.  You know you need to be doing something, so you start…

US, Europe and Worldwide display ad clickthrough rates statistics summary

I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. In this latest update I have added a comparison of CTRs for Facebook and Twitter at the end of post. If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads Recommended Guide: Ad Retargeting briefing Learn the success factors and best practices for display advertising from Emma Ashby who works as Display Manager at epiphany. Download our Ad retargeting guide

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