Consumers are asking more questions online than ever before. But how do you provide the right answers? Jon Buss, Managing Director at Yext, explores the world of natural language processing and how it can be used to attract visitors to your website – and keep them there.
With cookies on the brink of extinction, how else can B2B marketers make sense of customer behaviours? The answer may lie in “intent data”. Jon Clarke, Founder & CPO at Cyance examines the end of cookies and the rise of a new “intent-driven ecosystem”.
Many online retailers remain sluggish in moving beyond the cookie in order to better understand their consumers. Gracia Amico from BounceX argues that it’s time to re-think digital marketing and provides 5 key reasons why behavioural marketing is an essential upgrade.
Are you analysing where e-commerce transactions are taking place and what devices your customers use most? Patrick O’Doherty has been examining information about conversions and device use and here reveals some trends and takeaways.
We have grown used to exaggerated ad pitches from desperate salespeople, but now the web is beset by fake news, gathering click-throughs from intrigued viewers. Research from Rakuten shows us that brands that advertise on websites carrying fake content are suffering; their reputations tarnished. Can we save the web in this ‘era of untruth’?
Did you know that Google owns Uber? Or that Microsoft owns LinkedIn and Nokia? You do now . . . although the landscape is changing incredibly quickly.
Hallam Internet – a UK-based provider of digital marketing services – recognised it can be tough to keep tabs on who’s who so, earlier this year, it took on the task of working out the tangled web connections. Hallam has now created the interactive infographic shown below, highlighting some surprising connections between arguably the most popular brands around – many of which marketers across the world use daily.
The Tangled Web – Interactive Infographic links up the brands in the digital space – from eBay to Paypal, Twitter to Soundcloud, showing how the ever-changing online landscape is truly a ‘tangled web’ of connected businesses.
Susan Hallam (pictured), managing director at Hallam Internet, told the GMA: “I don’t know how many people appreciate that Google is a major investor in Uber. Or realise that Microsoft owns LinkedIn and Nokia. The web is an incestuous place with tangled relationships. And our digital marketing team decided to research the relationships among the leading digital players, investigating the names we all use on a daily basis.”
She added: “The deeper we dug, the more inter-relationships we discovered. In some cases, these are relationships that were formed in the earlier days, for example when they were still in a start-up phase. Other relationships are more recent, for example LinkedIn purchasing Slideshare. We were also interested to discover the relatively broad range of relationships. Relatively unknown names like IAC have relationships with organisations like Expedia, Hotels.com, as well as Ticketmaster and Match.com
“After gathering the data, we then faced the challenge of programming the interactive infographic so that it legibly displays the complex tangle of inter-relationships. Creating a mobile-friendly version was high on our list of priorities as we knew it would be hugely popular with mobile users. And we’ve created a format that is scalable. We are welcoming suggestions for new relationships to represent on The Tangled Web, and it will be relatively straight-forward for us to add new hubs and nodes.
“Most importantly, we are seeing new relationships forming on nearly a daily basis and we hope to be updating it frequently.”
View the infographic below:
Online activity can be skewed by bot traffic. Here’s insight into what that means – potentially, false assumptions, missed opportunities and perhaps damage to a site’s performance – plus a step-by-step guide to identifying and countering website analytics affected by bots.
Take advantage of Google’s potential and make use of this essential acquisition tool – Google Adwords – to gain traffic and increase your presence in the American giant’s paid search results, advises Marc Schillaci, in order to benefit from the immediate results it brings.
Many blame the rise in ad-blocking on complacency within our industry – a disregard for the consumers we’re all trying to target.
Dino Forte tells how international brands can benefit from setting up a single customer service centre to increase global sales.