The UE Online Marketing team have just returned from SAScon, the Search, Analytics and Social conference in Manchester. The event was spread across two days and featured a number of speakers from the global online marketing community in panel sessions, seminars and presentations.
The sessions covered a variety of topics from cutting edge technologies to industry specific discussions on online retail and travel including challenges faced by those. Although there was a lot to take away from the sessions the one idea that seemed to be at the heart of every discussion was - get to know your audience.
By understanding your audience it is possible to create an online experience to suit them, from customised landing pages to specific tweets, all leading to increased conversion rates. By analysing the data we get from various analytics tools (and we discovered lots of new ones at SAScon!) we can help gain a better picture of your audience and then help you to tailor your website and communications accordingly.
Some general points to consider about who your users might be:
23% of all time spent on the Internet is through a mobile device
(iPads, iPhones, Androids and other smartphones and tablets) - these users have a different intent to those accessing through a desktop PC. You therefore need a website that is optimised for those users and their devices, allowing them to find the information that they want easily as this trend is likely to continue to grow.
- This rise in mobile Internet access has also led to an increase in the demand for location based services and local search with many looking for businesses around them. Understand where your client is based, their local customs and how they think, and tailor your services accordingly. Tools such as Google Places and review sites such as Qype are crucial for attracting customers who are in the local area as well as making sure you are on Foursquare or Facebook places so people can find you when they are on the move.
Facebook is the second biggest site in the UK after Google
- and with 71% of consumers purchasing decisions being influenced by friends, family and even people they have never met, social channels are becoming increasingly important. It is crucial to understand how these channels work and how they can work for your business.
These factors are becoming increasingly essential for any business. For help or information on any of the above and how it can help your business, please contact our team.
A results driven, self-motivated and resourceful director with a proven ability to develop and strengthen client relationships. With 14 years marketing experience Jon’s main focus is to ensure clients receive return on investment from their online investment. Jon has excellent people skills and possesses the valuable ability to explain technically-complex subjects and make them comprehensible.