New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Ensure web developers and content writers meet SEO best practices.

This article states that paid search ads and search engine optimisation (SEO) are proven tactics to convert customers. To ensure the search marketing strategy for the holiday season is effective, the author recommends allocating at least 10% of the paid search budget for taking “risks” on prospective customers.

Marketers should invest in non-branded terms to increase awareness among new consumers and increase ROI on branded terms. With Facebook and Google dominating “discover and explore” stages of the customer lifecycle, they mustn’t be treated as separate strategies.

Hence, coordinating paid search and paid social campaigns can generate demand and then convert customers to the website when they want to make a purchase. Since over 50% of Google searches happen on mobile, marketers should optimise for it.

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[2 minute read]

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