July 2016 - Page 6 of 6 - Smart Insights

The State of Search Marketing 2016 [Infographic]

By Robert Allen 04 Jul 2016

Paid search marketing (PPC)

How the behavior of search users is evolving

Google handles 2 trillion searches per year, but the way people are using it is changing. Last year we saw the shift to mobile pass the tipping point, with over half of searches coming from mobile devices. It was this shift to mobile that prompted one of the biggest PPC changes of 2016; the removal of side ads. As you can see from the infographic below, this has mostly boosted clicks on ads that appear at the bottom of SERPS, although also has meant more clicks on the top ads as well. Thanks to JBH for creating this infographic…

No BS Email Marketing- Interview with David Wood, Email Marketing Manager of Direct Wines

By Dan Grech 04 Jul 2016

Email communications strategy

Dan Grech interviews David Wood about his email marketing strategy

I’ve been here for about five years and had been doing email for about three years beforehand. I started off working in B2B, at an IT distributor, which was very different to what I do now. And back then I was much more hands-on; creating the emails, structuring, planning, copywriting, all of that stuff.

I wanted to get more immediate results, so I moved into the retail space. The opportunity came up for Email Marketing Manager at Direct Wines, which covered off working with Laithwaite’s, Sunday Times, Averys, and others, so it was ideal really. Within my current role, I directly manage one, but indirectly manage a team of about eight. That includes writers, creatives, HTML, so it kind of covers quite a range.

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Digital Marketing Models: Hofacker’s 5 Stages of information processing

By Annmarie Hanlon 01 Jul 2016

Marketing models

Use Hofacker's 5 states of information processing to understand how your web copy communicates with your intended audience

Professor Charles Hofacker originally created the 5 stages of information processing in his book ‘Internet Marketing’ originally published in 2000. It was intended to help marketers and advertisers consider how well their websites and adverts/promo panels communicated value to website visitors. The book explained how web browsers work (can you imagine reading an article on how Chrome or Firefox work today?) for an audience that was new to the Internet.

What are the 5 states of information processing?

Exposure

Ensuring the web visitor is exposed to the website for long enough to absorb the content or the ad. Within online advertising today, this is measured and media traded based on the concept now known as “Viewability”