Capitalizing on New Opportunities

Finding and capitalizing on new opportunities is critical to the success of most online operations.

With each new website visitor there are two options – a conversion and click through, which lead to a sale or to a dissatisfied searcher, who keeps looking… eventually becoming a loyal supporter somewhere else.

While that may seem like the most basic explanation of commerce online, Evolve Digital Labs unique audit strategy delves deeper, analyzing the factors driving conversions, and the obstacles standing in the way. Here’s how our audit can work for you.

When equipped with the right tools that enable effective communication, a website can provide the brand’s consumers with solutions to their needs. The first step in the assessment process is to evaluate on-site performance, ensuring the website is accomplishing this goal.

We review the health of a site usability and content, which include analyzing everything from the speed in which a page loads, domain authority, to the SERP rank, and how that stacks up against competitors. We take into account the optimum user experience, layout and design, and review content to ensure a user’s needs are being met, with clear solutions.

We will bring to the forefront issues that need immediate attention as well as barriers to successful SEM/SEO and organic traffic.

Included in the audit process is also a deep look at target customers. We research the resources they use, how often and why. We discover their language, and help businesses determine whom to pursue online. We’ll help your business pursue your true market.

True Market

A closer look at competition is needed to learn the threats in any given marketplace, whether that is new digital applications, or traditional media.

The marketplace may have a different look depending on the consumer. Our thorough analysis details the ideal consumer and the desired outcome.

Additionally reviewing the marketing mix is crucial, every channel, impression and visitor has a value.

If you’d like the team at Evolve Digital Labs to share insight on your website and how to make it better contact us today.

STL Digital Symposium Takeaways #STLDigSym

There were a lot of beer and toasted raviolis consumed at Ballpark Village Wednesday afternoon for STL Digital Symposium. #STLDigSym. That’s not necessarily a takeaway but a sign of a good time.

It was also a place where people were willing to go to extremes to keep tweeting.

 

Beer for phone chargers

And tweet they did. According to @TrendTopicsUSA #STLDigSym was trending for more than six hours. That’s impressive.

St. Louis trending topics

 

 

If you had too many of the aforementioned beverages and missed something here are a few quick takeaways.

Gunnard Johnson, SVP Data & Analytics at Centro, shed light on the Five Pillars of Performance: audience, channel, execution, exposure and response.

Johnson took time to brake down how data & analytics factor into generating tangible insights. You can read more about his key points here.

One take away from Gunnard and the panel that included, Evolve Digital Labs president, Derek Mabie, is data and analytics are meaningless if there is no narrative to assess and relay.

Data narrative


 

Shawn Stevenson detailed a discussion on content vs. context and contributing relevant information. His advice is about messages that actually provide value.Content and value

 

 

And with any valuable content, don’t forget the call to action. (See ours at the end of this post.)

 

Gunnar Kiene of SapientNitro talked about forging brand consistency vs. cohesion in a digital world.

Consistency as one tweet put it is about identifying what your brand is…and of course is not.

know your brand

 

Dan Pollman the founder of happyMedium wrapped up the day with an idea that should strike a cord with startups and growing firms.

 

Happy Medium builds.

We agree on 100% with the statement about making tools if they’re not available. Make something great and then share.

Here’s our final takeaway.

 

always changing

Thanks @AdClubSTL for organizing an engaging event.

Also if you’re interested in sharing ideas on data, analytics and actionable insights get in touch with us. We’d love to talk shop.  Want to collaborate on a project? Drop us a line.

Questions to Consider About Mobile Ad Spending

Internet users are spending 5.6 hours online every day, about 3 hours on their phones and nearly 2.5 on desktop. Can you think of anything else you do more regularly than check your phone? It’s sad but, neither can we.


Kleiner Perkins Internet Trends

 

The 2015 Kleiner Perkins Internet trend report provides very significant insight into usage, time, and ad spend. The nearly 200 slide presentation breakdowns with great detail information on millennials, consumer spending, and connectivity, however one figure left us with a few questions.

Media Time vs. Advertising Dollars

 

Note the gap in mobile spending as a $25 billion (give or take) opportunity. Now to our questions…

When is the last time a traditional ad campaign truly resonated with you? We’re talking about a serious impact, made you feel something? To see that advertisement again, you probably had to Google it.

Which brings us to three more questions.

Is your ad spending efficient and reaching the right audience? Should more money be shifted to mobile? A report by Emarketer notes mobile ad spending will pass desktop next year and,  by 2019 72% of all digital ad spending will be mobile. Will your tactics be similar?

Our strategists can maximize mobile ad spending and help reassess priorities to ensure your business connects with customers no matter where they searching.

 

FYI: Facebook Search Changes

Facebook’s news that it is opening up search to let people explore all public posts is a bold move, that will not only impact your privacy settings but also the world of search.

As Facebook’s vice president of search said the site was “updating search so that in addition to friends and family, you can find out what the world is saying about topics that matter to you.”  The new Facebook Search will provide real-time information while clearing out clutter and identifying news articles and conversations about brands as they happen.

Facebook's new search updates make posts public.

Facebook’s new search updates make posts public.

The social network has been making moves to grab a slice of the Google search pie for years. Facebook is upping the ante against Google’s 3.5 billion daily searches; currently the site has about 1.5 billion searches everyday, indexing two trillion posts. Expect those numbers to climb.

Facebook’s information on a user’s actions on and off site factor strongly into the site’s very lucrative ad game. It should be noted Facebook is only indexing content within its own system. Zuckerberg has acknowledged his desire to compete with Google, and in a decade or so provide a research and question/answer service that quickly delivers results.

So what does this mean for digital marketing?

Facebook’s mobile display ad revenue is expected to hit $7.5 million by 2017. Google’s mobile display ad revenue estimates are closer to $2.3 million. Looking at the numbers and the changes to Facebook’s search framework should organizations start diverting more money away from Google? No. The new Search FYI tool is a large advancement in terms of Facebook’s growth and gravitas but is not THE game changer, at least not right now.

That brings us to a conversation we had with a client recently about their previous Facebook ad spending. They spent money but failed to truly see conversions. That is because many still see Facebook, as a network they use leisurely, to kill time and stay up to date with friends. Users may spend more time on Facebook than Google, but actual search engines are the pipelines in the customer process on the way to an outcome driven solution.

A critical question in determining where to spend is, “Are you trying to increase brand knowledge, or sell a specific service/product?” Evolve is happy to provide insight and direction.

Contact us to learn more.