According to comScore, the mobile browser is the leading source of local information, but the downloaded applications have the biggest growth with an 83% increase from last year.  This reflects a huge opportunity for marketers to connect the audience with local content.  These stats demonstrate that mobile search has the capacity to grow fast and marketers have the opportunity to connect the audience via the device & medium to advertisers.  What’s your favorite local app and has it influenced your likely hood to search local content?  Please comment.

These days, everybody with sense is counting their pennies. Marketers are no exception, especially when budgets are tight and the call for ROI is intense. Our producers at SES San Jose have invited the top speakers in the industry to lead enlightening workshops, sharing the ways interactive marketing provides the greatest bang for your buck.

The benefits are bountiful:

• Discover common mistakes that cripple online initiatives.
• Explore how a bit of creativity can turn the Internet into a lucrative launch point even with the tightest of budgets.
• Develop critical skills to build and maintain your brand online

The kick off for the SEM training begins Monday August 10 and includes:

• SEO and Direct Marketing Tactics for Ecommerce Websites
• Social Media Marketing and SEO - Working Together for Dramatic Results
• Essentials of online Marketing Certification
• Web Analytics for Site Optimization

If that’s not enough education for you in a single day, don’t worry because we have a 2nd round Friday, August 14 of SEM Training:

• Search Engine Optimization (SEO) Workshop
• Real Big Ideas for Real Small Businesses
• YouTube and video Marketing Workshop
• Managing Complex Search Programs
• Getting Fluent in Search Marketing: A Fast-Track for Senior Managers
• Mobile Marketing 101

Search Engine Strategies San Jose will also be hosting the 2009 Search Engine Watch Awards honoring 14 outstanding search marketers, search engines, and technology providers. The Search Engine Watch Awards set out to recognize excellence, as well as inspire innovation and encourage new ideas in search marketing. Nominations are now being accepted through July 17, 2009.

Haven’t made up your mind yet?
Sign up for a FREE Expo Hall Pass to access the expo hall, keynote sessions, express site clinics, social networking events & more.

The question is, does Bing have what it takes to build loyalty among users or is it just a pretty shell without much different.  Tom references Bing’s differentiators: “Microsoft Announces New Search Engine at Bing.com.” 

So, what do you think?  Will it retain any gained market share or is it just a curiosity spike driven by advertising?  Does Bing have what it takes to build loyalty among users?  Please comment.

According to a recent Marketing Sherpa case study on a SmartBrief campaign, the answer may likely include social networks.  The study showed a 25% lift in sharing when social networks were included, compared to clicks to forward an article via email only.

Here are the six steps to taken by SmartBrief to develop their social sharing functionality and measure reader interaction:

Step 1:Identify the most relevant social networks

Don’t clutter your email with too many social sharing options.  According to the study, the top three social networks among newsletter subscribers were LinkedIn, Facebook and Twitter.

Step 2: Point shared links to article summary pages

SmartBrief placed share buttons at the end of each article summary page, rather than one share button that posted the entire newsletter to a subscriber’s network.  This allowed subscribers to choose which articles they wanted to share.  The team also make the share button upload to a link to the article summary page instead of the original source so they could generate traffic to their own website and introduce non-subscribers to the value already provided to their audience.

Step 3: Use focus group to test new newsletter templates

The team created multiple template mock ups incorporating the share buttons then asked for feedback as to whether the panel recognized the icons and if they had interacted with similar buttons in the past.

Step 4: Stagger social sharing launch across newsletter titles

With more than 100 newsletter titles, the team did not want to roll out the new feature on all of them without further testing.  They gradually added more and more titles with the social sharing functionality, each time sending a note to those subscribers highlighting the new feature and providing instructions on how to use the new buttons.

Step 5: Track shared article metrics

Once the buttons were active on newsletter, the team monitored how subscribers used the new sharing feature. 

Step 6: Use sharing data to provide additional content

Social media sharing became another source of content for newsletter subscribers.  The clicks on the social media share buttons became an element that factored in to a “Most Clicked” story.

Sharing content through social media is a great way to get your content to your audience.  Try  utilizing this case study as a reference for how to build your own email strategy with social sharing.  Please let me know your thoughts and comments!

Once you’ve completed the first two steps in the process of understanding capabilities and defining your goals, it’s time to start thinking about what to test.  It is important to use this opportunity to test the unknown.  Don’t waste time validating what you already know, find areas that are out of the box to make effective changes.  This brings us to the next step: only test things where you can actually make changes.  Test things such as headline variations, body copy and calls to action which are relatively easy to change.

Include both short-term and long-term metrics in your multivariate testing.  Your initiatives should align with your overall business objectives, while creating opportunity for ongoing optimization and improved ROI.

Now you’re ready to begin multivariate testing and will soon learn how to make a measurable change in your website’s effectiveness.

One of the coolest new features, is the ‘Wonder Wheel’, which allows users to see a visual representation of search ideas related to the original search query.  Below is a video explaining all the new search features:

What’s your take?  Please comment.

“According to TNS Media Intelligence in January 2008, Internet display advertising is on the rise and will see and increase of 14.4% in 2008 as compared to 2007.”

Below are conclusions from the study along with a link to the full report here:2008 Ad Network Study:

• Ad networks are not just for the direct marketers anymore, there is rapid adoption amongst brand advertisers.
• Over 91% of agencies and advertisers believe ad networks are safe for brand advertisers.
• The rise of premium and vertical ad networks is providing greater site transparency and higher inventory quality.
• Targeting and inventory quality supplant reach and efficiency as the most important factors in choosing to work with ad networks and differentiating one ad network from another.
• Behavioral targeting is the fastest growing targeting type in use by agencies and advertisers.
• Ad exchanges are garnering a lot of media attention, but very little agency and advertiser usage to date.
• The overall perception of ad networks has improved dramatically with 96% of respondents citing improvement in opinion.

Microsoft announced today a new search engine that is decision based and “goes beyond search to help customers deal with information overload”. As of today they have unveiled www.Bing.com.

As stated in their press release:

Bing is specifically designed to build on the benefits of today’s search engines but begins to move beyond this experience with a new approach to user experience and intuitive tools to help customers make better decisions, focusing initially on four key vertical areas: making a purchase decision, planning a trip, researching a health condition or finding a local business. The result of this new approach is an important beginning for a new and more powerful kind of search service, which Microsoft is calling a Decision Engine, designed to empower people to gain insight and knowledge from the Web, moving more quickly to important decisions.

So how is this different from other search engines?

According to Forrester here is what is being said:

• Bing focuses on delivering answers, not Web pages. Microsoft research shows (and Forrester’s research affirms) that users rely more and more on search engines to deliver solutions…hotel reservations, movie listings, gift ideas, newsclip replays…not just a directory of Web sites.  Bing was developed to help consumers make decisions, not just to catalog content.
• Bing organizes content/results by searcher (not algorithm) relevance.  Using research of what types of results have proven relevant to former searchers, Microsoft has organized its Bing interface to deliver the content users are most likely to value, rather than just content that matches an algorithmic formula.
• Bing filters out results that aren’t relevant.  Instead of giving users an overwhelming volume of results, Bing acts as a concierge to help point users to the results most likely to meet their need.

What does Bing mean for interactive marketers?

• More, quality search inventory.
  Today most advertisers buy search ads just with Google and Yahoo because Microsoft has a measly 8% share of searches — not enough reach to make buying search ads with MS worth the trouble.  Forrester expects Bing to change that.  We expect Bing to appeal to the savvy searcher seeking more relevant search results.
• A new approach to SEO.
  Instead of Bing showing all sites that match the search engine’s algorithm, it will show just three results for a given “subcategory” related to a search. For example, a search for “Britney Spears” may organize by the subcategories “biography,” “videos,” “music” and “concert information.”  This means SEO strategies will adjust in order to optimize Web content for select sub categories, rather than select keywords only.
• Search engines will become information portals.
  Search engines have long been used as gateways to Web content. But as a decisioning engine, Bing introduces a search engine that actually delivers Web content without sending users away to other destination sites.  A search for “airfare to Denver” shows available fares, pricing trends, a buy or wait recommendation, and a link to purchase.  Since we expect other search engines to follow Bing’s lead, this means marketers should expect increased costs for search and display ads.  We also expect online media planners to adjust the sites where they buy.  We expect consumers to frequent Bing (and other similar search engines in its wake) instead of other portals (Yahoo) and preferred destination sites.

What do you think?

So you’ve decided to take the plunge and invest in multivariate testing for your website.  Now what?  The first step is to evaluate the capabilities of your organization to set realistic and achievable goals. We’re focusing today on the first 2 sections of the multivariate testing 5-step process below:

Determine if your organization has a champion of testing or online performance improvement.   Ensure that the test’s results help move the business towards its overall goals.  You will also need to set expectations for the time it will take to set up the multivariate test, time for the test to run and for the analysis. And remember to establish the expectation that the testing results will require action.

The next step is to define your multivariate testing objectives and goals, Here are some tips:

• Identify opportunity - what are your high volume or high impact pages?
• Prioritize design elements - what elements make the most impact?
• Develop new creative  - which creative elements are most compelling to your audience?
• Establish placement - where is it most impactful placement on your site and pages?
• Aim and deploy - enjoy watching the champions rise to the top!

Stay tuned for the final steps of your multivariate testing plan.

It certainly seems like low hanging fruit even a 2% improvement in conversion rates could mean millions in incremental revenues.  The value of multivariate testing is to yield improved conversion results.  In some cases swapping out a photo, message, and/or offer can make a huge difference.

So why are so many companies hesitant to start using multivariate testing tools?  According to the survey, the biggest concern from executives is how to recognize ROI with testing.  Below is a graph showing the top roadblocks to implementing multivariate testing programs: 

Our interactive marketers at WebsiteBiz are experts in multivariate testing.  We primarily use Omniture Test & Target (previously Offermatica) and Google Optimizer depending on the complexity of the test and requirements.  As marketers have you found similar resistance from executives?

Online Marketing Summit is coming to Charlotte June 12th for a 2-hour “Lunch & Learn.”  The panel will include top experts and authors discussing proven best practices, current online marketing issues and actionable lessons you can take back with you to improve your bottom line.

You’ll come away from the session with:

• Key first steps in integrating online marketing efforts
• Fast and actionable ways to impact the bottom line in difficult economic times
• Tactics to unify stakeholders on the importance of online and related elements
• Social media practices applicable to your business and marketing campaigns
• Successful measures that align your marketing and business objectives
• The top 5 Tactics in Search, Email and Social Media

Register here by May 22 to take advantage of a special Charlotte Early Bird disount of just $45.

Google continues to enhance its search results to improve its users experience.  The Google search results landscape evolves again.  You may have noticed recently that Google has implemented Search Customization.

You’ll know if your search results have been customized, if in the top right hand corner above where it says: Results 1 - 10 of about 146,000…” you see ”Customized based on recent search activity” or “Customized for local…”

Google is now customizing search results based not only on location, but recent searches.  This means that two people searching for the exact same keywords can get very different results depending on where they are and what they searched prior.  

Because prior searches are affecting results, marketers may find it more challenging to determine ranking of keywords in organic search, because it’s relative to the searcher.  And it’s not just if you’re signed in to Google.

The bottom line is ranking high for relevant keyword searches is very important for marketers involved with organic search (SEO) campaigns.  Searchers and marketers should ultimately be pleased by the Google search customization so long as Google’s algorithm improves the search results and the marketers results are displayed consistently. 

Most of us have searched for ourselves online and most of us have been surprised by the results.  Now, Google Profiles is attempting to give users more control over what appears when names are searched.

Now, when you search for a name, you will see Google Profiles results at the bottom of U.S. name-query search pages.  These results show information from user-created Google Profiles and also link to searches for the name on MySpace, Facebook, Classmates and LinkedIn. Check out my Google profile and get your own Google Profile here.

This is a great example of how Search and Social Media are continuing to merge.
Are company profiles on Google next? (Facebook Watch Out!)

Example of a Google Analytics goal funnel

Improve Your Web Site Effectiveness

I’m just getting back up to speed after a week off for spring break and saw this article about increasing Web site effectiveness.  Forrester worked with interactive design agencies and user companies to determine what small shopping Web site improvements have yielded the highest returns. Below are the 7 quick fixes recommended to make a more effective website.

Web Site Effectiveness

1. Focus on the end of the funnel.  Make the checkout or conversion process as easy and effective as possible for the user.  To improve Web site effectiveness remove any confusing language and unnecessary elements to ensure that people who want to buy or self identify can do so easily.
2. Optimize site copy, titles and labels to improve natural search results.  Make titles and category labels keyword-specific and add a glossary for an easy way to enhance natural search ranking and improve Web site effectiveness.
3. Eliminate unused content.  Use Web analytics to find site content that is not used often and remove it.  This will allow you to concentrate on designing paths that push traffic through higher-value content.
4. Prevent “No results” internal site keyword searches.  Use Web analytics data to determine which search terms yield no results to your site and use that information to add tags to your products.  When there really are no results to display, use your search results page to suggest alternate products or alternate search terms to encourage users to continue exploring.
5. Prioritize home page content.  The navigation and calls-to-action on the home page should pertain to key user goals such as shopping and self-service.  One tip is to display subcategories as a way of creating awareness about the full breadth of product offerings improving Web site effectiveness.
6. Put key functionality on the home page.  Allow users to begin key activities such as logging in or searching for an item immediately.  This will reduce the number of steps and improve Web site effectiveness. 
7. Adjust location and appearance of key buttons to increase click-through rates.  Use multivariate or A/B testing to determine the best possible combinations of wording, placement, color and design to boost click-through rates and conversions.

These are just a few simple steps you can take to improve your website effectiveness.  Do you have any other suggestions for quick-fix website improvements to make your Web site effective?  Please share.

These top online coupon sites let consumers know where to find and redeem the best deals.

1. www.Fatwallet.com
2. www.DealzConnection.com
3. www.CouponCabin.com
4. www.Valpak.com
5. www.theCouponClippers.com

Online coupons give marketers a better return on investment than print and tradition methods.
Why? Because online coupons not only help to entice purchases but online coupons can be tracked so that marketers not only know that coupons are being clipped by that they are actually being redeemed.

Happy “Online Coupon” Clipping!