OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.
HEY NOW: Budgets are being scrutinized more and more, and too many people see marketing as an unnecessary expense forcing marketers to spend more and more time justifying marketing dollars. You can get lost in metrics and spend way too much time if you don’t understand your audience’s importance.
QUICK READ: With nearly all public gatherings called off, Americans are seeking out entertainment on streaming services like Netflix and YouTube, and looking to connect with one another on social media outlets like Facebook and they’re doing it on PC’s not smartphones or tablets.
– On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. (Source: Nielsen Norman Group)
– The authors found that[inlinetweet prefix=”” tweeter=”” suffix=””] the Back button is now only the 3rd most-used feature on the Web[/inlinetweet].
-Clicking hypertext links remains the most-used feature, but clicking buttons (on the page) has now overtaken Back to become the second-most used feature.
- Nearly 95% of shoppers read online reviews before making a purchase (Spiegel Research Center, 2017)
- 94% of customers read online reviews (Fan and Fuel, 2016)
- 93% of local consumers use reviews to determine if a local business is good or bad (BrightLocal, 2017)
- 72% of customers don’t take action until they have read reviews (Testimonial Engine)
KEY TAKEAWAY: Research continues to show that management’s biggest concern when it comes to marketing is “where did the money go?”. In other words “what did the money we gave marketing actually do?”. Too many marketing dollars are wasted on vanity metrics that don’t do a thing for bottom line business objectives.
SUMMARY: Media sites like BuzzFeed and the Huffington Post continue to layoff staff. It’s a time when news organizations are losing visitors to their websites which in turn is going to lead to many shutting down. If content written by professional journalists is king why are these sites hurting so much?
SUMMARY: Your homepage is arguably the most important page of your website. It’s estimated that visitors take only 3-5 seconds to decide if they are going to go deeper in your website. Here are the mistakes that brands make with their website homepage.