Tailoring Your Digital Marketing Future

Posted on 02. Aug, 2012 by in Digital Marketing

Continually monitoring your business KPI’s is key to the growth of any business; a trained monkey could tell you that. So with the emergence of mobile technology, personalisation of results and the integration of all these technologies literally now a finger tip away to most people in the UK where does this leave you and how you should control your campaign?

In the past number of weeks we have seen the emergence of various blogs and forums reporting on “The Future of Digital Marketing” and how it will impact your site. Tailoring your digital marketing future or campaign for that matter can be a daring prospect with sometimes trial and error the only best practice to abide by.

It is a good idea to have as many multiple presences on the web apart from having a website, whether this is from the usual suspects, i.e. Facebook, Google+, Twitter and YouTube.

It’s important you have these other presences so that potential visitors and customers place confidence in your brand and would be more inclined to return in the future potentially increasing that all important ROI.

Is it all about MSS?arrow

Multi Signal Search is the future! Fundamentally SEO has changed from being search engine-centric to people-centric. This does not take away on-page and technical changes as they continue to be critical to carry out. For instance, you will still get penalised if you have canonicalisation issues, paginations issues or navigational issues.

Best practice SEO now involves creating fresh, engaging content, relevant for your target audience that users would want to share across the various different mediums. Delivering this is a challenge which requires a robust content strategy integrated with a forward thinking social strategy.

The Breakdown of MSS

  • Asset Visibility – Helping you to stand out from the crowd
  • Equity Management – Helping clients to protect value their assets have acquired over time
  • Search Engine Accessibility – Identify issues that hinder or block search engines from accessing & crawling websites
  • Innovations & Social Plug-ins – Creating innovative ways to highlight assets on your site

Taking care of the fundamentals!

It`s essential on any site to make sure the fundamentals on your site are kept in check for the search engine bots to treat the site as a serious contender. As the number of algorithms changes continue to increase and with recent Panda 3.9 refresh rumours gathering pace this could potentially hinder or damage even the best of campaigns.

Best practice would be to carry out recommended changes where and when possible to stay ahead of the curve. Tactics and technologies will change constantly in this industry so engaging with clients is also vital to make them aware of any expected updates which will impact results. It’s also just as vital to have some of the following developed on your site to increase your chances of appearing in the top 10 SERP`s:

  • XML sitemaps –Useful tools that helps search engines find pages on a website
  • Schema.org Mark-up – A set of extensible schemas that enables webmasters to embed structured semantic mark-up
  • Rich Snippets – Designed to give users a sense of what’s on the page
  • Multilingual Mark-up Language – Mapping information to translate mark-up amongst many languages, depending on if you have different versions of your site in different countries or regions.
  • Regular Fresh Content – A prominent ranking factor in Google is to have fresh, up-to-date content. Regularly adding fresh, informative, and keyword-rich content to a site will give it greater relevancy to search queries.

Be Innovative

Innovating your on-line campaign is just as important as you’re off-line campaigns. Be as creative as possible, whether it is like Coca Cola through Facebook promoting the Olympics, or Cadbury’s launching virals on Google+ every couple of days; which can only be beneficial for an on-line presence.

Another thing that has caught my eye in the past few weeks is “responsive design”.

In short, “Responsive design is a means of adapting a single website to all kinds of display devices via CSS media queries.

My colleague Glynn Davies wrote a excellent piece on this a number of weeks back.

This is an exciting time to be in digital marketing adapting and being given the freedom to express creativity to various campaigns. What are your thoughts?

Will you go for a tailor made campaign or bargain basement optimisation?

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