Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation: Volume 1

accurate, relevant, high-quality search results to their users, search engines need to gather detailed

In the UK, mobile already accounts for 20 per cent of all internet traffic. From a global perspective, mobile internet will eclipse the PC web in the short-to-medium term.

offering. When a web user is signed in to their Google account and conducts a web search, Google now incorporates publicly available content created or recommended by a user’s online friends and connections across Google’s range of products and other publicly available web services.

pay-per-click (PPC) advertising or search engine marketing (SEM) as it’s also known, has in a very short space of time transformed search from what was essentially seen as a ‘loss leader’ activity into what’s probably the digital world’s biggest cash cow.

Now powerful web-based analytics tools are available for free, and even small businesses can track and measure their ROI with some degree of confidence over much of their online marketing investment. We can track everything from impression, through

Some CRM systems cater for e-mail campaigns as part of their feature set, while others integrate with your chosen e-mail marketing

the main things that indicates a page’s perceived importance to a search engine’s ranking algorithm is the quantity and quality of references – or links – to that page from other web pages.

vertical online advertising networks, or perhaps you should choose a more general ad network with broader scope?

Are there trends or patterns based on the user’s country, device type, platform or other variables? • Timing – look at the timing of your campaigns in different

Successful digital marketing is all about iterative refinement – constant tweaking based on interpretation of real data to deliver more effective marketing creative that drives conversion. It’s exactly the same with mobile campaigns.