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Dynamic Remarketing: Saving Your Business in 2015?


You’ve heard the phrase “new year, new me” before—everyone uses the date January 1 to make changes in their lives for the better, and that includes businesses as well. It’s basic protocol for all businesses to know their customers, especially what they want and need. But there are additional elements at play when dynamic remarketing comes into the fold: knowing what they wanted (but couldn’t purchase at the time), and knowing what they will want in the future. Dynamic remarketing is also important not only because they can bring those who are just “window shopping” to buy—it can also help you re-establish business relationships you may have had before. Example campaign Mac Expo created for the Armani watches using clever re-marketing technique that resembled a site take over.

Getting To Know You

Customers are fickle—they’re bombarded with untold ads a day. The amount of stimuli these ads bring to customers cause them to be overwhelmed or confused, especially when they see your ads and your competitors’ ads, and making a decision on whether to buy or not may move to the back of their minds. Businesses are jockeying for them to buy their products and services, and sometimes they block off these ads that they might have already seen from your company, your competitors, and other businesses in unrelated industries. Using dynamic remarketing, however, gives customers a sense of belonging—that you remembered them and their individual wants and needs. This can be directly linked through Google merchant account or Magento store to show off your products as soon as they get uploaded.

Social Remarketing?

Social media can prove useful in your quest for dynamic remarketing. For example, customers can retweet your Twitter about certain products and services they’re interested in. Businesses should take note of the mention of their company in their tweets and retweet customers. You only have 160 characters, so make sure you recommend certain products and services to them based on their wants and needs in as little space as you can. Doing this via social media will give you an edge, and if you document the mentions of your company on social media sites such as Twitter, you can get to know who’s buying your products and services better.

The Right Time

You need to know when to remarket as well—customers don’t want to be bombarded with marketing materials over and over, which often translates to spam. You might want to think of a clever remarketing campaign—this financial services company participated in Love Lending Week, which promoted lending money to small businesses. The week they participated in the event was the first week of November, giving small businesses not only the money, but also the time to allocate money into their holiday marketing efforts. Example ad campaign below we did for DunHill.

Follow The Money

Google has made dynamic remarketing easy, add a piece of JS script onto your website where by Google will start to register your users (minimum of 100 users before re-marketing kicks in).

As one of the leading advertisers in the world, Google have created many tools to help businesses reach out to potential customers who have browsed the site once before and have their information on file. This can help increase conversions—most sites have reported increased conversions when customers were remarketed to, making it one of the more lucrative and popular ways of marketing today.


Thankfully, with technology, this is a lot easier than it used to be—you can track customers’ searching habits on your online store or website and suggest it to them while they’re browsing.

Dynamic and normal remarketing helps your business reach customers they couldn’t reach without the user punching in there credentials.

Google ads keeps your products and services fresh in their minds and establishing that personal connection is essential to a good business relationship.

It answers two questions—what customers wanted before (but couldn’t get for any variety of reasons) and what they might buy in the future if they return to your website or shop to buy anything. With current technology, you can use dynamic remarketing to increase your conversions and establish (or re-establish) a business relationship with your customers.

Everybody wants to increase traffic and social engagement on his own website and social networks.

As well as following the tips in our article “How to improve your Social Media Engagement” there is another method very attractive for users wanting to create a competition, usually called Giveaway. People love getting a discount or winning something for free: participating  in your contest they will advertise your brand involuntarily.

But how you can make an efficient giveaway?


Step one

First of all you have to determine the goal of your competition giveaway: is it for Facebook, Twitter, Youtube…? What does it focus on? And not least, how much will your budget be? It’s really important choose the correct strategy depends the goal and the place of the giveaway.

Step Two

Second step concerns the prize and the duration of the competition: about the first one you need to offer something tempting but which is consistent with your brand, something that people could want and for which they can “waste” five minutes of their time … something that’s worth it!
The duration of the contest must be neither too short nor too long: in the first case, users would not have enough time to participate (and thus you’d end up having little advertising and few participants), but not too long because users will forget your competition: usually a month is a good compromise.

Now you have all that you need to create your giveaway.

Step 3

On internet you can find a lot of tools (free too) to help you manage social on the web, dont worry they are not indispensable, but they can make it easier. One of them is Rafflecopter. With the free version you can ask for a like the Facebook fanpage, follow the Twitter account and tweet a message, write a blog comment or create a personal request. It provides you a widget to publish on Facebook, or a link to share everywhere. It will record all entries (which will be displayed in a chart) and finally it will draw lots as many as winners you want.

If you don’t want to use tools like this you can create a suggestive image and share it on your social network asking to like/follow the page/account, like the image and share it with their friends (remember to tell them to put the public privacy of the post shared). At the end of the contest you will need extract the winner and check he followed the all step by yourself.

Even though, you can use both!

The last things that you can do to promote your giveaway are make a great newsletter and send it to your mailing list and try to submit it in other website and social network.

Win Win

When you will have your winner, you have to send the prize and delete the giveaway,

You have now gained new fans/followers and improved your social engagement to increase your mailing list!

SEO and Tumblr – Can A Picture Be Worth A Thousand Words?

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SEO and Web DesignTumblr is the new kid on the block in the Social Media world, and it’s turning out to be a fairly hefty one to have around.  The impressive growth of the site is a real indicator of what people want from their online experiences - short bursts of entertainment and instant impact.  Pictures really are the way to go it seems.

SEO is a key aspect of building a successful business website.  Because of this, it’s crucial that web development companies keep up to date with all that’s new in both the SEO and website design worlds, so the popularity of Tumblr is raising a few eyebrows in the industry as we consider whether it will influence what we do.

A major aspect of optimization is, and always will be, content, i.e. text that includes the keywords and talks about the subject.  But websites are becoming much more focused on graphics and visual impact for the very good reason that the audience prefers them that way.  This in turn has been recognised to a large extent by the search engines who have made it known that they give more “link juice” to the text tags associated with images and video clips than they used to.  The reasoning is that such graphic features are good for the user experience and so should be considered when judging how a website should rank in search results.  This is turn makes images and video far more relevant for SEO purposes than ever before.

So what does this mean with the emergence of almost purely image based websites like Tumblr?

Tumblr is a hugely popular social networking site, which is growing at a significant rate.  As such, it has now caught the attention of those looking to enhance their web traffic. However, unlike all that was previously considered sacred in SEO, words are not what draws (and holds) the attention of this particular internet society. It’s all about the pictures and videos. In fact the golden rule is - No articles. While this may seem to oppose traditional optimizing, Tumblr does have its role to play.

What a lot of people don’t realise is that associated with every picture and video is a small amount of text - a label; a caption; a description and a link.  Provided these are used sensibly they can have real SEO value that search engines will pick up and apply towards page rankings. Optimize the title by including a key word, do the same with the description, use custom post URL’s that link back to your chosen page or to further posts, and include your key words and phrases in the Atl-text section. This approach allows the image to catch a web surfer’s interest while containing all your key words.

The power of Tumblr is the number of images that can include this information, which linked to the websites’ own high Google Page Ranking make links from this website really worthwhile.  It’s too early to tell just how valuable they are because it takes months to really assess the effects of new SEO strategies, but one thing’s for sure, the future is all about pictures and video.  The search engines are recognising this, so the smart SEO companies are as well.

Google Glasses – The Hype and The Hyperbole

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google_glassesThe long awaited Google “Glass” glasses are causing quite a stir as their release date approaches, and the prototypes are being field tested.

The glasses have a small screen which is displayed in the top corner of one of the lenses which displays the information made available from a connected smartphone of device.  It puts the screen right in the line of sight of the person wearing the glasses so that as well as viewing the world through the lenses, they can be watching the information being displayed on the screen.  The Glass also incorporates a camera to record quickly take a photo of whatever you’re looking at.

While this may all seem a little like something from a science fiction movie, the idea isn’t new.  Military pilots have had this kind of display available in their helmets for quite some time, what’s new is the sophistication of the information the glasses can put in front of our eyes as we’re walking along.

The early comments from the lucky few testing the Glass are mixed.  Many find the convenience of being able to check e-mails and dial phone calls with a glance quite liberating.  Not having to pull a phone out of a pocket makes the actions almost effortless. Others, however, feel it really is a gadget too far, aimed at the truly addicted who want to live a large proportion of their lives through the lens of the online rather than engaging fully with the real world.    As one of the field testers points out, just how crucial is it that you get your emails flashed in front of your eyes the moment they arrive, and what does it say about that person if they think that’s more important than the individual they’re actually talking to at that time?

There are also the privacy issues of the camera, which is constantly streaming it’s collected data back to the server.  When someone is out and about with their glasses turned on, whether anyone likes it or not they, and what they’re doing, are being filmed.  This makes the arguments over CCTV monitoring in public places pale into insignificance with civil liberty and privacy issues yet to be addressed.

That aside, the technology is impressive, and the number of applications that could be written for use with the glasses seemingly endless.  Workers could have streams of relevant data available while they’re getting on with their jobs, reducing the time normally taken to stop and check something; you could have Google Maps displaying it’s information as you walk around an unfamiliar city, guiding you around in real time; and at meetings business men could have briefing information relayed to them by assistants as they take part in meetings to make sure they’re making decisions based on the most relevant facts.  As we saw with the iPhone and apple products, once Glass is released, it is likely the number of applications will grow exponentially as the public start to find more and more uses for the devices.

One thing is certain.  With the scheduled release of Google Glass in late 2013, the world will never look quite the same again.

For more on the thoughts of some of the lucky few currently field testing Google Glasses, go to the report by the BBC’s Jane Wakefield:    BBC Report

Eye-Tracking in Website Design – Seeing in to the future!

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Infrared Eye TrackingImagine you could control your smartphone or laptop with a glance, or a blink of your eyes.  While this may seem like something from a sci-fi movie, it’s not as far-fetched as it sounds.

In fact it’s already happening.

The research and development of eye-tracking has been gathering pace over the last few years, and it’s already in use on numerous devices in military and medical equipment.  The breakthrough has been to make it work in the day to day bustle of everyday life on smaller consumer devices like smartphones and laptops.



The Techie Bit

So how does it actually work?

Three elements are needed to make the wizadry work, a light, a camera and some fairly sophisticated software.   When you look at a device it will shine a light in to your eyes, usually infrared so you’re not even aware of it, and the camera will detect the reflected light from the pupil of your eye.  The direction of the reflected light is then calculated, and the position of the spot on the screen that you’re looking at is noted in the software.  The software can measure movement of the spot on the screen, when you blink, how long you blink for, how long you stare at a particular spot for, and specific patterns of movement such as when your eyes move to the bottom of the screen and stay there.

Most devices that display websites have a small camera attached as standard, and attaching a small light source with the cameras will be a minor addition in the future.

What This Means For Website Design

Eye-tracking is a new feature for web design.  It’s one thing to incorporate it effectively in a pilots helmet costing tens of thousands of dollars, quite another in an iPad.  And there are a whole number of practical obstacles to overcome.   Some people wear glasses and contact lenses. We all read at different speeds and scan across screens in different ways.  Some of us linger naturally on images while others spend more time on the text.  The software has to interpret this variety of behaviours in the way our eyes scan across a screen or web page, and understand when we want an action to take place, or when we just want to look at what’s there.

The designers of this technology are looking at various solutions, from using particular actions, such as using long blinks to be the equivalent of a mouse click, lingering on the edges of a screen as an instruction to scroll, or having extra panels on the edges of the screens with specific action buttons that are activated when focused on.

However the issues are resolved, eye-tracking is an exciting development that could have a significant effect on the design of web pages in the future.  The whole layout of pages, and the features they offer, may evolve in a way the industry hadn’t considered in the past to accommodate the way we actually look at websites, and the speed that we can make things happen, literally in the blink of an eye.

So, to see the future of interactive websites – then keep watching this space…….

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Today, more people than ever are using their mobile phone to access the internet. Prediction says that mobile internet use may exceed desktop internet use by as early as 2014. Due to this change in how people browse, web designers have to shift their focus to the mobile presence of their internet

There are three main routes that they can choose to take in regards to how their website functions: Adaptive web design, Responsive web design or entirely separate mobile sites. Each have their advantages and disadvantages, and its a complicated choice as to which makes more sense for developers to use.

Unbenannt-1 copySeparate mobile sites redirect the user to a different URL when the sites detects they are on a mobile. These mobile sites are entirely separate, with different layout and URLs, but they function similarly to the main page. They may offer similar, less, more or completely different options than the main site.

Adaptive web design fixes features on a site one-by-one in response to what deviceyou are accessing the site with. There are several approaches to adaptive sites.  They can replace certain elements (such as replacing a large menu bar with a smaller drop-down menu,) add elements (such as inserting a GPS or phone button that wouldn’t work on a desktop,) take away features and content (that might seem extraneous for the mobile site) or swap elements around in other ways beneficial to the device it is being accessed on. A common adaptive change is for the images and content to be replaced with smaller images when the detected screen size is smaller.Untitled2 copy

Responsive web design is when every element of the entire main website is designed to resize and reorganize correctly based on the browser window size (or other defining factor) through which it is being accessed. This way, it’s the same site on both an iPhone or a desktop. It is made to prioritize important parts of the site, organising them in the forefront as the site elements change layout/spacing/size to neatly fit whatever browser size it’s being accessed on- which includes anything from desktops, to tablets, to mobile screens. Instead of swapping out elements for different mobile elements, like adaptive design, it simply takes the same page and rearranges it, using a fluid grid. Changing the browser window’s size on a desktop screen demonstrates this effect, as the elements rearranges and slide around fluidly in responsive to the size of the window. Technically, responsive web design is a subset of adaptive web design, but is more recent and more complex.

Untitled5 copyOne crucial concept when it comes to choosing what kind of mobile site to use is that of “content parity.” Content parity is the idea that users should not be at a advantage depending on what device they are using to browse. The same content should be available across all platforms, and no pages should end with error messages reading. ” This concept not available on mobile.” In regards to this, responsive web design has the advantage. It’s a way to have the mobile and full -sized sites have all the same content, and have no discrepancies between them. Because its the same elements, getting resized and moved around, it’s almost the same experience from device to device. However, responsive design has its flaws too. Due to the complex nature of it, it takes a lot more time, money and hard work to create a responsive design-because in doing it , the entire main website has to essentially be redesigned . In addition, its complex nature means there is a lot of room for error. It is not uncommon for navigation bars or images to scale or move incorrectly on responsive websites. Another issue is that responsive web design is harder to explain to clients, since they are much more complicated than static websites of which most people are knowledgeable.

Untitled7 copyMany major business and brands now have responsive web platforms, and it continues to grow in popularity as an option. Some notable responsive sites include Microsoft, Barack Obama’s campaign site, grey Goose vodka and Boston Globe. More and more universities and business are using responsive sites as a way to tackle the issue of increased mobile.

Separate mobile website have their own strengths and weakness. Generally, the biggest issue with having a redirect to a mobile website is that the two are not hosting the same content. There is a large change for disparity between them. Also, while sending links out from a mobile site, the URL is different for mobile links. Because of this, the content often does not display correctly on a desktop if it does not know to redirect. In addition, mobile sites often leave out a lot of the elements of the main site, which can prove problematic. Aside from these flaws, mobile sites can still work, and are often utilized. If designed properly, they can be similarly as functional as an adaptive or responsive website.

Adaptive website have their advantages and disadvantages as well. Adaptive and responsive are more similar than it first appear- both tackle the same task of having the mobile experience be the same page as the desktop experience, but altered for mobile usability. Sites can use a combination of both adaptive and responsive elements. There are some problems unique to the adaptive design experience. However, one complication is the way that images are changed due to the device accessing it. The problem is that  the way images display doesn’t  just depend on the size of the browser. It also matters what the screen resolution of the device is, and the bandwidth-and these factors can be independent of one another, so images may not always properly adapt (with responsive design, they are resized on a sliding scale instead of being replaced). Another issue is because the adaptive site is the small full site with certain elements changed, it might be slow to load all of the site’s features.

There is no definitive answer for what  the “best” approach is. Responsive web design may be popular, but it is not without its flaws. In the end, the most important fact is that many people primarily access the web with their smartphones, and the numbers are only going up, it is no longer an option for mobile experiences to be lacking. Keeping content parity, ease of use, cost and  difficulty of production and other factors in mind, companies can make the right choice for what their personal needs are. As more and more people use their phones to access the internet, the blurrier the line between “full-size” and “mobile” sites will be.


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