Social Media is the Most Effective Digital Marketing Channel in B2B – Best Web Design & Digital Marketing company

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Social Media is the Most Effective Digital Marketing Channel in B2B, but Marketers Struggle with the Demands

The latest research from Omobono’s 2014 survey, What Works Where in B2B Digital Marketing, shows significant shifts in key areas, including social media being recognised as the most effective channel. However, it has also been noted that the vast majority of respondents face difficulties in tracking ROI and gaps in their team’s digital skills.

Working with Circle Research and The Marketing Society, Omobono conducted the study in which 115 business marketers were asked in depth questions about their marketing objectives and activities. Key topics of the research covered include budgets, challenges and a closer look at newer channels such as mobile.

The findings highlight that social media is held up as most effective channel – 79% rated it as effective (vs. the 64% 3 years ago). However, only 16% of B2B marketers are confident in their ROI measurement.

The research findings also include:

• B2B marketers’ top priority is thought leadership (63%) followed by customer relationships (61%)
• Over half don’t spend a penny of digital budget on mobile channels
• Mobile spend has barely increased since 2011 – from 4% of digital marketing budgets to 7% this year
• If they had extra budget in the next year, 39% of marketers would spend it on mobile (apps or optimisation) and 38% would spend it on social media
• 1 in 3 B2B marketers don’t measure ROI
• Nearly half (48%) say that their marketing team lacks analytics and reporting skills

The main challenges in digital for B2B marketers:

1. Lack of resources to produce digital content (48%)
2. Measuring the effectiveness of digital activities (44%)
3. Lack of digital skills and expertise in house (43%)

Francesca Brosan, Chairman, said: “Social media for business has come a long way in a very short time, and this year’s research demonstrates that the B2B community has embraced what used to be seen as a consumer medium to the full.

But the changes it, and other digital channels, require, are putting pressures on client skill sets, resources and approach to ROI. Our respondents are undoubtedly up for the challenge however, as so many of them cited the greater complexities of B2B marketing in the digital age as one of the key reasons they feel motivated and excited by the sector.”

How Google Works [infographic] Best SEO Firm, Digital Marketing, Web Design Services

Google is something that we often take for granted, but something we disregard even more is the amount of work that it takes to catalogue and index such an inconceivable amount of information. I know that at 3 a.m. when I have a radio project due and I need interesting, royalty-free and professional-sounding background music, my first thought isn’t appreciation for the hardworking men and women in Mountain View, California. Thankfully, we have an infographic here that can give you a little insight into what all goes into sorting every Reddit post, cat video and celebrity tweet on the Internet.

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Our digital marketing services are amplified by our unparalleled expertise in technology and focus on customization and creativity. Yourneeds.asia  online marketing services are extendible to marketers and agencies to create intelligent digital media ecosystems, develop brand awareness and streamline content development and distribution across multiple digital channels. Our integrated digital marketing programs help our clients to unleash the potential of digital media for maximizing efficiency and ROI coupled with sustainable competitive advantage.

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10 Features of Great Financial Institution Websites – Website Design Services for Financial Institution’s

What truly makes a bank or credit union website great? Here are some tried and true best practices every financial institution should follow when planning a website redesign.

1. Prominent links to top pages

People don’t visit their institution’s website because they are looking for somewhere to spend their extra time. They want to get to things quickly so be sure to research what your top pages/links are, and feature them prominently. For most institutions, this minimally includes Online Banking login, Branch/ATM locations, Contact and Rates.

2. Intuitive site navigation

Most people will go to an institution’s home page, login to online banking and leave the site. While this is efficient for them, it’s a nightmare for financial marketers. Creating an intuitive site navigation structure is important to help visitors explore other pages and features of the site. Before a site is redesigned, it needs to be re-architected to ensure that the navigation structure is intuitive and scalable. Effective sites utilize “mega menus” to drive people to a 2nd and 3rd level deep from one click, as well as site search, internal page navigation and breadcrumbs to further assist users.

3. Responsive design

Responsive websites are now the rule for institutions, not the exception. Offering a seamless and consistent user experience, responsive design allows a single site to serve audiences on all devices and orientations. If your analytics show that the percentage of mobile traffic to your site is at least 10% and steadily growing, responsive design is a must for your redesign.

 

4. Great content management system

Your site should be built on a powerful content management system (CMS) that meets all of your institution’s needs. Some of many basic considerations for institutions include ease of use, features, security, 3rd party integrations, SEO-friendliness, responsive design support, analytics tracking and ability to personalize content for audience segments. It’s also important to decide which type of CMS will work best for your institution (proprietary CMS, open source or licensed). A great looking site that is hard to manage is not worth your frustration.

5. Powerful content

Content is more important than ever to a financial website, offering visitors useful information, tools and resources to make better decisions with their money. Messaging should be simple and consistent, and organized in a scannable format for users to digest and take action. Content should also be written with SEO best practices in mind, particularly if your institution is in a defined local market. Additionally, great sites focus content around visitor’s needs, offering solutions, educational information and varied content types (e.g. videos, infographics).

6. Defined search engine strategy

Traffic resulting from organic search engine results can be a tremendously powerful tool in your inbound marketing toolbox. Every institution wants to be highly ranked but few play their cards right in the planning and execution stage to achieve their objectives. A defined search engine strategy at the onset of your redesign project will ensure that you are selecting a SEO-friendly CMS, working with an agency with proven SEO skills, and have a defined content plan to support your goals.

7. Striking design

Your website’s design is the first impression that your audience gets. Your site design should be visually consistent with everything else your audience sees – from your branch to your statement inserts to your emails. And, your design should be unique, uncluttered and well-planned so it can keep up with your institution’s changes. Ideally, your site’s imagery should feel distinct and appeal directly to your geographic footprint and specific demographics, successfully balancing branded photography and promotional graphics. Each element of your new design should have a clear strategic purpose, align with your brand promise, and should send the right message to your audiences.

 

8. Clear calls to action

Every page of your website should have one or more calls to action, typically in the form of a button, as well as a link to that action within the body well. Want people to apply for that home loan? Include an “Apply Now” button prominently on the page, typically placed above the fold, where the user won’t miss it. Whatever you do, don’t use the words “click here”. Not only is that not descriptive for the typical user who is invariably scanning the page for exactly what to do, but it’s also not ADA compliant, a common requirement for institutions. The best FI sites make the calls to action clear and thereby assist the user and funnel conversions.

9. Prominent help

When people visit their intuition’s site, they are often seeking help. It is not a coincidence that Contact Us is one of the most popular pages on bank and credit union sites. Make sure that you provide a clear link to your Contact Us or Customer Services pages, and provide alternate ways for visitors to seek help, such as Live Chat and phone. Additionally, group helpful pages together in a menu, such as FAQs and other resources.

10. Analytics tracking

Most sites implement standard analytics tracking code and call it a day. Great bank and credit union sites go beyond the standard and add additional tracking and set up goals so they can better measure the effectiveness of the site. The idea is to better measure what is working and what isn’t so you can tweak your plan – and your budget.

Conclusions

When building or rebuilding a website for a bank or credit union, it’s wise to select a vendor who has specific industry experience and can help you navigate the process. Come to the agency with all of your short and long-term goals and challenge them to develop a custom website that others will hold up as the gold standard.

Important link Factor to be considered in mobile marketing – SEO Company Yourneeds.asia

The missing link in mobile marketing,mobile commerce

it is called as deep linking, and it takes a shopper from an ad or e-mail directly into a retailer’s mobile app. However, most top online retailers lack this deep linking capability, according to data provided exclusively to Internet Retailer by Pure Oxygen Labs.

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If you own a smartphone and make vigorous use of apps, odds are pretty good you’ve touched a link in an e-mail message or advertisement or typed in a web site URL and, to your surprise, your e-mail program or web browser suddenly closes and the app you previously downloaded onto your phone from the sender of the e-mail or the owner of the web site suddenly opens, all in the blink of an eye.

What happened? Deep linking. Social networks are big on this. But most big e-retailers cannot make this happen. Yet.

In a nutshell, deep linking refers to the practice of automatically sending a consumer from an e-mail, ad or web site into an app, which offers a far richer mobile experience than can be found on a web site. Retailers consistently find that app shoppers buy more and more frequently than mobile web site shoppers. App users tend to be very loyal customers. So if a consumer already has a retailer’s app on her smartphone, that retailer will want to make sure when she clicks on a marketing e-mail, for example, that link sends her to the product page in the app, not the site (the common practice today). That’s deep linking.

82% of the top 50 e-retailers in the 2014 Internet Retailer Top 500 Guide with both an Apple iOS app and an Android app have apps that are not compatible with deep linking, Pure Oxygen Labs LLC reveals to Internet Retailer. Pure Oxygen Labs is a mobile marketing and mobile search engine optimization firm. Of the 50 merchants, three have iOS and Android apps that are completely compatible with deep linking. These merchants are Groupon, Jackthreads.com and Etsy.

To be compatible for deep linking, an app’s pages must be coded with a protocol similar to the Hypertext Transfer Protocol used for web pages (http://) so e-mails, mobile ads and web sites can communicate directly with the app. For example, an e-mail promoting a snowblower might typically have a link to http://www.retailer.com/hardware/snowblower/productnumber. To send a consumer with the app opening that same e-mail to the product page in the app instead of the site, the retailer needs to have a deep link for that product page coded in the app, such as RetailerApp://hardware/snowblower/productnumber.

Pure Oxygen, in its study, merely looked to see if a retailer had its app home page coded for deep links, so that a retailer could, at minimum, send consumers with apps from an e-mail, ad or site into the app. 82% of the retailers could not do that.

This is an enormous opportunity for which retailers are totally unprepared, says Brian Klais, founder and president of Pure Oxygen Labs, which markets URL Genius, a technology that helps companies with indexing and deep linking apps.

“This is costing retailers millions in sales,” Klais says. “Wal-Mart has said its app customers make twice as many trips to Wal-Mart stores and spend 40% more than non-app customers. The more a brand removes obstacles, the easier it is for customers to purchase with less friction. Deep linking is an enabler for unlocking mobile commerce in apps. The vast majority of brands are not taking advantage of this huge opportunity.”

What’s more, Google Inc., the maker of the Android mobile operating system, throws in a little bonus for companies whose Android apps have deep links. Google can sense when a mobile search comes from an Android device and when an Android device has a relevant app already installed. So, if a retailer’s loyal shopper and app user on an Android smartphone, for example, searches for a product or deal on Google and that retailer is listed in the search results, Google displays next to that listing a little box that reads, “Open In App.” For the time being, Google does not do the same for users of Apple devices.

Retailers have a lot of work ahead of them, Klais says.

“It’s like in the old days of SEO,” he says. “Go back 10 years, I was there. Google was a big deal, but a lot of retailers had these dynamic database-driven web sites and none of their product or catalog pages could be accessed by Google. That forced customers to access the retailer’s home page first, then navigate to the product page. It took a long time for retailers to realize every page is an entry point for a customer to purchase. Today, retailers are repeating the same mistakes with mobile apps.”

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