We knew it would happen and now Google will begin integrating your world into your search options. With a Google+ profile you will be able to see what the people and places in your world think and do.  Google calls this access to “your web.” So instead of all the public information that is already available to everyone searching via Google,  you will see information that you or your circle of friends posted into Google’s new social network.

Let's see how it works... 

 

 

So Google is bringing your larger world to your search results. For example, iIf I am looking for a restaurant in Atlanta, GA my search results will now show me that my friend Jazmine wrote a review for Pasta Vino Atlanta and I might like to go there.  And it will show the images that Will Miller posted for the same restaurant.  It might also show that Sarah has checked in here often. Is this useful? I think so for some searches and not for others.  This is where you have a toggle option to change from social search to total search.  Genius?

Google’s new search tools will only pull you further in, ensuring that their social engine is top of mind for your searches. As Google sees it, you’re getting more relevant results, because this is the information and the people you choose to connect with in the first place. 

Google+ also gives you many opportunities to expand your network and explore beyond your friends and family.  I personally can go into Google+ and be lost for days!  Check it out and add me to your circles (Please!) and on a good day, we could hang out.

If you want more information on how Google+ is integrating into Google search, please check out the article on Mashable.

 

Mobile internet usage is set to overtake desktop Internet usage by 2014, but more importantly, the way people use their mobile devices is very different. This represents both a huge threat and huge opportunity for Internet marketers and companies willing to be forward thinking.  It is only those that can truly appreciate how the Internet will be consumed via these various new mobile devices that will prosper. Here are just some of the ways Internet (and search) usage is likely to change.

• Searching by typing. Using a traditional keyboard to enter a search query into Google is usually easier and quicker than doing the same on a mobile device. It is highly likely therefore that users will search for shorter keyword strings on mobile devices, or rely more heavily on tools such as auto correct. This will influence the way sites optimize their content and carry out their link building.
• Voice search. In contrast to searching by typing, there has been a rise in popularity of using voice search on mobile devices such as Google or Yahoo search apps, or Apple iPhone’s Siri for example. Not only can this make searching quicker and easier, but it also changes what is searched for.  Because people tend to search differently when speaking than typing.  For example, you may type-search “best netbooks”, but voice-search “what are the best netbooks available.” This is likely to influence a site’s keyword targeting.
• Search by image. Tools such as Google Goggles allow users to very quickly search the Web using images on their phone or photos. Applications of this technology include taking a picture of a book in a store to find the best price, or using the picture of a restaurant front to find customer reviews. Ensuring your content and imagery are optimized for this form of search is likely to become increasingly important.
• Industry trends. As mobile Internet data shows, usage levels are not necessarily equal across all industries. Travel, for example, is one area where growth in mobile Internet (and search) is increasing at pace, and is therefore likely to be a strong focus for this market moving forwards.
• Social usage.  91% of mobile Internet access is to socialize, compared to 79% on desktops. If Internet marketers haven’t been listening to the “search turning social” talk of recent years, then they certainly should be now. If they still cannot engage with individuals and groups on a social level they will be missing out on a massive proportion of mobile Internet usage.
• Location based or Geo-targeting. Not only do a number of apps utilize a geo-location to enhance their functionality, so do search engines to show localized search results. If you hadn’t noticed, mobile devices tend to be used in multiple locations, therefore search results are highly likely to fluctuate more on mobile devices. Making sure your website’s “local” offering is up to scratch should be towards the top of your priority list.
• Immediacy. At the recent World Travel Market in London, a Google spokesperson revealed stats from ebooker.com saying that 70% of mobile hotel bookings were same-day check in. They also showed stats from easyJet stating 38% of mobile bookings were for flights departing within 10 days, compared to only 13% from desktops. This clearly shows a more immediate-requirement trend in mobile usage, for travel market at least, and this certainly might influence the kinds of content/offers that sites show to their mobile visitors.

While it is true that QR codes are not always used properly, like when you scan one and are redirected to a non-mobile-formatted web page, and there are many that are used inappropriately. This is a missed opportunity not a condemnation of the capabilities.

Mobile Marketing Isn’t a Just a QR Code

As developers and users expand their use of mobile we will all learn just how powerful mobile marketing can be.  There is so much more that could be done for your business when it comes to how people interact with you via their mobile devices. The nuances and opportunities are vast, and the ability to drive off the path and crash your would-be customer off the path to your door are almost equally big.

First, if you have a QR code pointing to a non-mobile-friendly URL, what’s your hope? If you deliver someone to a page that requires they squint, scroll, and otherwise manipulate content in an uncomfortable way, that’s the first experience that person will have with your company. Second, if you are simply using QR codes to redirect people to a URL, you’re missing a lot of opportunities for prospecting, for data delivery, for better service of the customer.

How cool would it be to have a QR code that delivers different recipes or food suggestions to go with a certain wine, broken down by region, such that folks in Boston might see a New England Clam Chowder recommendation and people in San Antonio might see a Firehouse Chili recipe. Depending on the systems you have in place, you can do a lot of really interesting work for your prospect that goes well beyond sending someone to your site.  QR codes offer a quick and targeted way of delivering to us the information we want without the headaches of fat finger searching.  Who doesn't want that?

And That’s Just the Beginning?

How much of your website traffic is coming from mobile browsers. (If you can’t answer that question, reconsider your web management technology, and/or the person in charge of telling you that answer). If you’re like most companies, that number is up significantly and climbing. What are the top holiday gifts this year? Smart phones, tablet computers, and thinner laptops. Where do you want them to point those devices? Towards your business.

If you’ve not built out your mobile marketing, that’s something to consider budgeting for in 2012, and now would be the time to start working on it. We would be happy to talk with you about that, to see what you could be doing to convert more sales via your mobile channel.

 

WSI WebSense  It just makes sense

The holidays are upon us and for retailers, restaurants and other businesses there are new tools in your arsenal to drive buying habits.  Take a look at these great tips from my friend Dana Beeler Fowler  for giving customers what they want, when they want it and where they are. Take advantage of the increased foot traffic.

1. Include a mobile call to action in all in-store signage, both for regular and holiday based programs.

2. Don’t just rely on mobile couponing and offers. This is the season of jolly and merriment, so feel free to get in the spirit. Consider running an interactive mobile campaign focusing on an in-store scavenger hunt, brand trivia or even a holiday-themed ringtone! (I love helping me clients set up scavenger hunts and trivia games. And customers love to play along!)

3. If your brand decides to send mobile couponing and offers, think exclusivity. Appeal to that need by offering limited time, exclusive mobile deals.

4. Integrate with your social media. Consider setting up a Facebook “Check-In” Deal to drive customers to your store. Make the deal good enough to drive people in store. Example: “50% off any one item of your choice.” (Don’t forget to upsell with matching accessories, gifts, etc. to increase your revenues.) Make it clear customers need to bring their mobile devices and check-in at the register in order to get the discount. Not only are you driving customers to your store…but you’re getting lots of recommendations as the “Check-ins” are posted for all their friends to see.

5. Consider QR codes in the window, that launches to a surprise discount coupon. Allow users to send the coupon on their friends to drive more customers in via mobile, email, or by posting on any of their social media sites.

During the holidays, because people are buying multiple gifts, discount drivers are a perfect way to increase holiday sales and revenues.

 An Article today in the great magazine Fast Company considers the Tech wars of the Big 4 in the internet space - Amazon, Apple, Facebook and Google.  There is a lot of strategic positioning and vision shared in the article but there is also something else - remember the barons of old who essentially owned the communities?  They owned people's homes, their jobs, the company store, the medical care, the news papers, the education systems and all for the benefit of a job.  These tech wars are not about simply innovative products but are for ownership of us - they have gathered info for years and are on the verge of using their knowledge of our behavior demographics, our interests and information seeking behaviors, our purchases  and  buying habits, our latent wants and desires  As long as they stayed in their little boxes -Online retailer, Consumer electronics, Social Community and Search Engine we were pretty safe - but now...Are we willingly allowing these virtual barons to own us?  

Amazon, Apple, Facebook, and Google don't recognize any borders; they feel no qualms about marching beyond the walls of tech into retailing, advertising, publishing, movies, TV, communications, and even finance. Across the economy, these four companies are increasingly setting the agenda. Bezos, Jobs, Zuckerberg, and Page look at the business world and justifiably imagine all of it funneling through their servers. Why not go for everything? And in their competition, each combatant is getting stronger, separating the quartet further from the rest of the pack. 

Amazingly there are three barriers to the Tech War dominance and none of them are deserving of our adoration or appreciation - phone companies, credit card companies and lawyers.  Oh My!   Sounds way too much like Lions and Tigers and Bears to give me much comfort.  

Read the article, understand the consequences of your actions and beware of wolves in sheep's clothing.  AFter all, who are we going to turn to to save us - the government? 

One thing is for sure - no matter which of these companies wins, the big losers are probably going to be us.

 

WSI WebSense - It just makes Sense!

I like this information layout and the message included from www.onlinemba.com.  Check it out and see where your business fits in.

Via: OnlineMBA.com

It is the Yellow Pages renewal time right now.  It’s that time ONCE a YEAR when we get to revise and sign an iron clad contract for an advertising program with the PHONE company.  Did you get that ONCE a YEAR, IRON CLAD CONTRACT and PHONE company.  Say what they will, the phone company is still operating with a print media mass marketing business model.  This is why you get to talk to them once a year.  When you invest in a phone company based advertising campaign you get to adjust your program once a year, commit to a fixed monthly payment for one full year, beg for reports and true customer service and best of all you get to pay too much.

With a customized (meaning individually designed and implemented for your company), managed (consistent oversight and management to optimize your results), performance based (if the program is not performing we change it at any time during the year), flexible (need more sales leads adjust the campaign, money tight for a month or two lower the spend) and you can expect to achieve great results.  With a customized program you have a skilled expert on call to help you craft and manage a money making Internet Marketing program tailored to your business and your budget.  You can’t get this at any price from the PHONE company.

If your questioning your investment in phone company advertising and wondering where to turn we may be your answer. We provide true internet marketing using Pay per click or Search Engine Optimization or Social Media and more and can get your business on the top of the first page search results too. Give us a call or send us an email and we will be in touch.

WSI WebSense - it just makes Sense!

There is no question that our buying habits have changed over the past few years.  We no longer even want a Yellow Pages book, we search online until we find what we want and we can use the internet for the valued Word of Mouth referral.  Buying could be much faster but we are also armed with much more information and can be more in control of the information we use.  Or so we think...

I recently had the pleasure of listening to the Co-Founder of ReachLocal; Nathan Hanks talk about the relationship between searching the web, surfing the web, and socializing on the web, and how they are all related to how consumers make decisions about buying. To illustrate the relationship he made up a little story (or did he make it up?)

Search:

Vicky has a friend that in Dallas Texas who is getting married. Vicky is the bridesmaid wanting to take her friend and three of the other bridesmaids to a special day at a local spa. She is taking all five ladies and is looking for a place that has great pre-wedding spa packages.

Vicky is at work and its 2:00 in the afternoon and she is taking a break and starts searching on Google for “wedding party spa packages dallas”. She hits “enter” and boom!…there on the page are 5 or 6 different search results. One of those search results is “Suzie-Q’s Day Spa”, and another one is the Crescent spa; which is a very well known spa in Dallas at the Crescent hotel.

Vicky clicks on a couple of sites and says “what about the Crescent? I’ve heard of them”. “What about this Suzie-Q spa?” She clicks on a few pages and minutes later she realizes that she has to run over to a meeting and takes off.

Surf:

At the end of the day Vicky comes back to her desk and as is her afternoon ritual she goes to check her email and the news online. She opens up her CNN news and wow! There is a display ad… (banner ad) for Suzie-Q’s spa!

Vicky doesn’t know or care or even think too much about why Suzie-Q’s banner ad showed up just when she was thinking about a local spa. But we know it wasn’t an accident. That is something called “remarketing”. When Vicky originally visited Suzie-Q’s website, a tag or a “cookie” was dropped on Vicky’s computer. Later when Vicky went to look at the news, there was the banner ad for Suzie-Q’s business just waiting for her.

Vicky remembers that she has to book that spa package for the girls.  “This must be a pretty cool spa; they must have a pretty large advertising budget”. So Vicky clicks on the banner and finds herself back on Suzie-Q’s site. Vicky browses through the site and thinks it looks pretty good. She sees some pages and some programs and thinks it looks pretty reasonable.

Maybe she doesn’t know what to make of the pricing, or maybe she just hasn’t seen enough pictures, maybe she is leaning on going to the Crescent because she suspects the Crescent is a sure bet based on its reputation.

Social:

Vicky turns around and goes to Yelp or CitySearch. Now instead of searching on “wedding party spa packages dallas” she types in “Suzie-Q day spa”. Vicky is no longer searching, she is researching Suzie-Q, and she is doing it on a review site. Maybe there weren’t any listings, so Vicky goes back to Google and searches on “Suzie-Q spa” to see what comes up. Well Suzie-Q’s map listing shows up on Google maps section with 3 and a half star rating.  In fact there are 3 reviews on Suzie-Q’s spa.

Vicky thinks “only three reviews, that’s not a whole lot of reviews for a spa in downtown Dallas”, but she clicks on the first one. It just so happens that review is by another woman who brought her friends there for a pre-wedding spa getaway who wrote that “it was the best value for her money and really a great experience athletically and in terms of and relaxation”.

Conversion:

Vicky likes what she sees and is now ready to pick up the phone and book a package for her group.

This is just an example of how Search, Surf & Social work together to drive a conversion. Now this of course is just a made up scenario, but I can tell you that is a typical scenario that happens more than you might think.

Are your customers like Vicky?  Probably.  WSI WebSense has the expertise and the tools to  help you be found when they are looking for you!

When Moses led the Jews out of slavery in Egypt and into the Promised Land and Freedom there were,no doubt,monumental behaviorial issues to address.  Since people are always people there were some I suspect who instantly sought power and became bullies.  There were those who through lack of knowledge or years of following others were ill prepared to make their own decisions and therefore bewildered, the became slaves to the first group.  But there were also some who saw the opportunities and were willing to do what it took to survive and thrive in the long run.   

Technological advancement in the last decade has also been a monumental cultural change that has changed forever the ways in which consumers behave: how they communicate, how they gather information, how they socialize and, naturally, how they shop.

In such an ever-changing environment, businesses are compelled to adopt new strategies to harness the benefits of new technology, and evolve with consumers changing needs.  Adopting an integrated digital media program is no longer merely important, it is essential. Changes
in digital media infrastructure and capabilities have been paradigm-shifting not only for consumers, but for those of us who wish to engage them – and depend on them. 

So with that in mind and with so many businesses implementing Social Media policies and trying to figure out how to react to this new consumer behavior,  I think benchmarking such an enduring instructional manual as that given to Moses is just the thing.  This was published by JLL Retail and I thought it great food for thought! 

The 10 Commandments of Digital Media

1. Thou shalt remember your customers. The whole point of digital media is to actively engage consumers and
give them what they need.
2. Thou shalt integrate. Coordinate your different media tools so consumers can move seamlessly from one to
the other.
3. Thou shalt remain responsive. The two-way nature of today’s media requires a commitment to responding
to consumers directly and in a timely manner.
4. Thou shalt not stagnate. Technology is a dynamic tool and, to remain relevant, it is necessary to continually
evolve with new developments in order to stay relevant.
5. Thou shalt deliver value. Value takes the form of meaningful content, innovative ways to engage shoppers
and promotions that really fulfill the needs of your target market.
6. Thou shalt remember Justin Bieber. The power of digital media is evidenced in the success of this new teen
icon. Make your growth organic.
7. Thou shalt remain ethical. Do not post fake customer reviews or otherwise falsely misrepresent your brand.
Consumers have a way of catching on.
8. Thou shalt not fight fire with fire. While negative comments and responses are inevitable and responses are
necessary, it is important to not escalate conflicts. Everyone will be watching how you respond.
9. Thou shalt be smart. Smartphones are the immediate future. Engaging customers through this medium is
essential for growth. Construct mobile sites and apps. Promote your local presence. Consumers will react.
10. Thou shalt not panic. It is easy to feel overwhelmed in this uncharted territory but, remember, everyone
else is learning too. Hire an expert to navigate you through your choices and processes and keep on top of
– inescapable – new trends.

GOOD LUCK!

WSI WebSense - It just makes Sense