Digital Marketing
Browse the latest Digital Marketing and technology news covering Social, Search, Mobile, Display & Advertising, Email, Video, Analytics in the Australian Digital Marketing industry from digital experts on Top4 News.
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8 Toxic Mistakes SEO Rookies Need to Avoid

8 Toxic Mistakes SEO Rookies Need to Avoid | Digital Marketing | Scoop.it

When you’re new in any career path, you’re bound to make mistakes. As an SEO rookie, it’ll take years before you’re seasoned enough to call yourself a pro. It’s a complicated line of work with more new information coming out every day.

 

The guidelines for SEO are constantly changing, and sometimes you won’t even realize you’re doing something wrong. Here are eight common mistakes that you should avoid as an SEO rookie.

Top4's insight:
  • Trying the Same Strategies Over and Over
  • Not owning up to faults
  • Not focusing on what’s Really Important

  • Sticking too close to the contract
  • Waiting too long to ask for help
  • Taking shortcuts to improve rankings
  • Underestimating the value of current client
  • Forgetting That There’s Always More to Learn
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Using Video Marketing To Boost Your Search Engine Rankings

Using Video Marketing To Boost Your Search Engine Rankings | Digital Marketing | Scoop.it

It’s no secret visuals are an increasingly effective way to capture an audience’s attention. However, videos can also be used as an effective component of SEO. They are valued high by Google and other search engines when ranking websites.

 

Follow these guidelines when using video marketing to boost your search engine rankings.

Top4's insight:
  • Video hosting
  • Keyword placement
  • Google prioritizes video results
  • Transcripts
  • Landing page videos
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Local marketing: Online tips for small business owners

Local marketing: Online tips for small business owners | Digital Marketing | Scoop.it

You’re just a little jealous of large corporations with bottomless pockets to spend on advertising. It seems like they can dominate any market. But, they do have a weakness – local markets. Even with billions of dollars, large corporations often find it difficult to compete against a well-positioned small business.

 

Here’s how to capture your local market using online marketing.

Top4's insight:
  • Engage Local Forums
  • Hire An Expert
  • How To Use Local Keywords
  • Invest In Good Content
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Flying start-up a grand design

Flying start-up a grand design | Digital Marketing | Scoop.it

Blink and you’ll miss it. Behind a nondescript door in a converted Sydney warehouse in the super-hip suburb of Surry Hills, 50-odd staff surrounded by graffiti murals, a kitchen and its two chefs, a table tennis table and a fully-stocked bar are servicing their 10 million customers.

 

The milestone, reached last month, came a mere 12 months after their customer base stood at 1.5 million.

 

It may seem a meteoric rise but that’s how it has been for the Perth couple behind Canva.

 

This online graphic design business is now valued conservatively at up to $400 million and is considered one of the hottest “start-ups” in the world.

 

For 28-year-old chief executive Melanie Perkins, last year named Australia’s second richest woman under 40 with a then-fortune of $60 million, they’re not finished yet, not even close.

“We have a long way to go,” she said. “We’re one per cent of the way done I think.

 

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As Australia’s global internet ranking slips, critics of FTTN grow louder

As Australia’s global internet ranking slips, critics of FTTN grow louder | Digital Marketing | Scoop.it

THE much maligned National Broadband Network (NBN) continues to be dogged by calls for the current strategy to be abandoned out of fears the use of copper will cause the project to be outdated before it’s completed.


The CEO of the country’s peak internet body, Laurie Patton, brought the issue to the forefront this week with his comments that Australia’s internet speeds warranted a national outcry.


His comments came in the wake of the State of The Internet report produced by US content delivery network provider Akamai. The company publishes a quarterly report comparing internet speeds from countries around the world.

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Melbourne IT sells domain name business and buys InfoReady for $15.4m

Melbourne IT sells domain name business and buys InfoReady for $15.4m | Digital Marketing | Scoop.it

Melbourne IT has upgraded its earning forecasts after announcing plans to buy a data analytics provider, and offload its international internet domain names business.

 

The tech company is buying InfoReady for $15.4 million and selling its international domain name reseller business for around $8 million to Canadian internet firm Tucows.

 

Melbourne IT will raise $15 million to help pay for the acquisition of InfoReady, which offers data analytic services in Australia and Ireland.

 

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Need more skills in data-driven and digital marketing?

Need more skills in data-driven and digital marketing? | Digital Marketing | Scoop.it

Marketing staff at fundraising organisations and charities have a challenge: they have limited staff and resources yet they are expected to be as au fait with the latest marketing techniques as their commercial counterparts.


I’ve met several marketers in the nonprofit sector in this predicament. They often say they’d love to take a course to upskill or go to conferences or events to learn from global experts, but there’s no budget for this kind of staff development. Unlike in the private sector where shareholders aren’t likely to complain about a marketing budget or staff development, donors have strong views about their contributions going to marketing campaigns or to upskill staff!


I get that charities need to use the dollars raised on behalf of the causes they champion, but marketing is an essential function for fundraisers and charities.

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Attribution the goal with Kenshoo’s new Infinity Tag

Attribution the goal with Kenshoo’s new Infinity Tag | Digital Marketing | Scoop.it

Kenshoo today released its new Infinity Tag which it says helps marketers better understand the role their digital campaigns played in customer transactions.  and importantly assign attribution.


The tag itself is an upgraded conversion pixel designed to help marketers optimize their digital marketing campaigns.


Infinity Tag elevates campaign performance by moving beyond currently accepted key performance indicators (KPIs) like total revenue to more granular conversion and attribution insights that inform and improve optimization strategies.

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Agile marketing. Why you should make the shift, and how to start

Agile marketing. Why you should make the shift, and how to start | Digital Marketing | Scoop.it

Agile marketing offers to mitigate the growing and damaging pressures that Australian marketing departments increasingly confront.


Big brands are changing the way they talk with their customers, but it’s a brave marketing director who can say with certainty that their way is the right way.


It’s a sobering prediction that our current top 500 companies are now only expected to stay on that list for 18 years.


We are an always on society and consumer behaviour has changed accordingly. Increasingly, car buyers research their purchase and even visit dealerships out of hours, simply so they don’t have to speak with a sales person.


Competition for many other products is global. Think books, clothing, small electronic items. If there is a better range or they can be purchased more cheaply from another country, why should a customer care?

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How To Make Search Marketing Work For You

How To Make Search Marketing Work For You | Digital Marketing | Scoop.it

In the world of marketing, it’s easy to separate out the different ways of reaching your target audience, thinking about them in isolation, even when they have the same overall strategic goals.


This is especially true when it comes to digital marketing, where breakneck developments in the industry have forced people to become specialists in order to master their own particular area. There are two main areas where brands have typically focused their efforts.


The first, search engine optimisation (SEO), goes back to the earliest days of search engines like Google, when companies developed smart tactics and ways to game the system, to make sure their own pages came up top of the search listings.

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6 digital marketing trends that will change how we work in 2016

6 digital marketing trends that will change how we work in 2016 | Digital Marketing | Scoop.it

As our lives become increasingly digital, more of us move our social and administrative activities online. Businesses are also embracing this change as well.


Amid a dramatically changing landscape, six key trends indicate the way we will inevitably adapt.

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Driving Digital Transformation and managing the velocity of change

Driving Digital Transformation and managing the velocity of change | Digital Marketing | Scoop.it

Central to the discussion about digital transformation is an understanding of the impact of the the velocity of change and the capacity of organisations to prepare, adjust and equip for a very different relationship with the new consumer.


A recent round table discussion hosted in Sydney by ADMA and lead by Director, Strategy and Digital Transformation, APAC Adobe Marketing Cloud, Mark Henley dived deeply into some of the strategic and practical issues faced by Australian enterprises at a time when the velocity of change is accelerating and the expectations of customers is inexorably rising.


The discussion included senior marketers from some of Australia’s leading, banking and finance, leisure and ecommerce brands. The rules of the discussion preclude specific reference to the brands represented, however we have put together with the agreement of the participants, a discussion paper on the issues raised.


Three issues in particular resonated with the CMO’s present;

  1. Representing cultural change through structure
  2. The need to leverage, rather than compete with, the expertise of the tech sector represented by the ongoing shift from building to buying platforms
  3. And the importance of building staff capabilities to allow for agility Leaders need to provide an environment where teams are free to innovate and drive internal change with a view to delivering much better customer experiences. And it is beholden upon those in charge to ask the right questions and tease out the right questions.
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Email still the most popular method for driving B2B business online

Email still the most popular method for driving B2B business online | Digital Marketing | Scoop.it

92% of B2B digital and ecommerce professionals rely on email marketing to promote online sales, according to new data from Accenture.


Other traditional channels used are mailers used to promote website products (86%) and telephone online sales support (84%).


‘Channel Shift: Measuring B2B efforts to shift customers online’ shows that B2B buying of goods and services will grow in similar ways that B2C online shopping has.


68% of B2B buyers purchased online in 2014, up from 57% in 2013.  Half expressed that their online spend would increase over 2015.  Despite this, the study found that about 81% of participants still receive over half their income through offline sales and channels.

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Will Google’s Click-to-Call Change the Organic Search Game?

Will Google’s Click-to-Call Change the Organic Search Game? | Digital Marketing | Scoop.it

Google’s click-to-call is a form of web-based communication usually implemented on websites. To initiate communication, a person visiting a website simply clicks on an object, such as a picture, button or text, to request an immediate connection via phone call, VOIP, or text.

Back in 2010, Google introduced its call extensions, which included a click-to-call feature available to advertisers. It gave advertisers the ability to add their location-specific phone numbers on ads that were viewed on mobile devices that had full internet capabilities.


But, as of March 2016, Google has been testing out how the click-to-call function would work with organic search results. This means clickable phone numbers would appear in search results relevant to what the user is searching for – and not just paid advertisements.

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ING Direct goes Google for global web dev

ING Direct goes Google for global web dev | Digital Marketing | Scoop.it

ING Direct’s global business will adopt the Google-developed web components standard for application architecture across its entire operations in a major win for the Australian developers who first implemented the approach.

 

Mid last year ING Direct Australia revealed it had begun to implement Google’s Polymer application toolkit in conjunction with the API Blueprint platform to make the process of building applications smoother and simpler.

 

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Broadband Solutions expands Australian presence

Broadband Solutions expands Australian presence | Digital Marketing | Scoop.it

Internet service provider, Broadband Solutions, has taken on 15 new staff as a part of its continued expansion into Cloud-based managed services. The move sees three new staff take on programming positions, while the remainder join the company’s sales and support team.

 

Ten new staff have already been employed in the company’s Melbourne office, while the five more will join later this month.

Broadband Solutions founder, Sam Bashiry, said the new staff it has brought on board are illustrative of its commitment to continue to provide a high level of service.

 

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My Apple gig: Helping 'ePeople' untangle the World Wide Web

My Apple gig: Helping 'ePeople' untangle the World Wide Web | Digital Marketing | Scoop.it

Back in the '90s, when Webcams were hot and we used the World-Wide Web Worm as our preferred search engine, I worked for a tiny online village of Apple Mac users called eWorld.

 

Apple dabbled in this easy-to use community between June 1994 and March 1996, and eWorld became my first full-time job in college. From 1995 to 1996, I worked as a Web editor for eWorld in an R&D division of Apple's Electronic Media Lab in Boulder, Colorado. I wrote reviews of websites for the InGuide section of eWorld, which covered topics such as entertainment, education, technology, news, sports, kids' content, lifestyle and gaming. I made sure users could find the best sites, which everyone would share with each other over email, and I did it all on a Power Macintosh 8100, a major improvement from the ancient IBM DOS-only computers I'd written on during my internship at the local paper.

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iTWire - Creative Content hits back at Internet Australia on Internet piracy, site blocking

iTWire - Creative Content hits back at Internet Australia on Internet piracy, site blocking | Digital Marketing | Scoop.it

The peak body for the promotion of copyright, creative rights and piracy research, Creative Content Australia, has hit back at Internet Australia chief Laurie Patton over what he said were accusations of Australians being “rampant Internet pirates”.


Creative Content Australia Executive Director Lori Flekser said “Mr Patton claims that Internet Australia does not condone piracy but he continues to trot out tired and oft-repeated justifications for piracy without a shred of research or evidence to back them up”.

 

Flekser was responding to Patton’s comments on a statement by the newly appointed chairman of Creative Content Australia Graham Burke and what he (Patton) sees as Creative Content’s over-zealous approach to eliminating online piracy.

 

Patton had said, “Mr Burke may be 'on a mission', but what mission exactly? Australians pay nearly double the price to go to the cinema as Americans. We have traditionally been slugged more for DVD's and music downloads. Now we are being accused of being rampant 'Internet pirates' despite a lack of any concrete evidence that unlawful downloading of content is actually causing the rights holders significant financial losses in Australia.”

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The West on the Beat to win seat at digital world cup

The West on the Beat to win seat at digital world cup | Digital Marketing | Scoop.it

The West Australian has beaten the nation’s biggest media companies to win Australia’s first Editor’s Lab competition by creating a mapping tool to help reporters respond quickly to breaking news.

 

At an intense, two-day competition run by Global Editors Network and The Walkley Foundation and sponsored by Google, teams were asked to create a product that used data to deliver news to consumers.

 

The West’s team of assistant editor Ben Martin, head of digital development Joe Hardy and web developer and designer Sophia Lewis created Beat, an in-house tool that generates a real-time display of breaking news around the State.

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Twitter's outage reminds us social media is taking over our lives

Twitter's outage reminds us social media is taking over our lives | Digital Marketing | Scoop.it

Anxiety and frustration may set in when we can't be social. Addicts say they realize sometimes these outages can offer a much needed respite.


Martin Butters' daily routine usually includes a hot cup of coffee and quick check on Twitter.


But the co-owner of an Ireland-based digital content agency began "hyperventilating" Tuesday morning when he couldn't log onto the social network. He thought the Internet was down at his father-in-law's house just outside Dublin because he couldn't tweet.

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How JAX Tyres found a competitive edge through digital transformation

How JAX Tyres found a competitive edge through digital transformation | Digital Marketing | Scoop.it

Tyre purchasing has traditionally been an offline affair in Australia, but Jax Tyres spotted a valuable opportunity to take its business to the ecommerce space. And over the past 18 months, the retailer has rapidly gained a competitive lead in the industry thanks to its digital edge.


With 15 million Australians currently driving cars and 7 million shopping online every month, it’s surprising the local $5 billion tyre retail market has largely ignored ecommerce – until now.


According to a recent report released by Roy Morgan, about 360,000 Australian purchase an automotive product online. Google Trends also shows that since 2007, Australians are increasingly looking to buy tyres online. On top of this, roughly 18,000 tyre-related searches are being made in Google every month, excluding brand or tyre dealer searches.

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Google is Australia's best perceived brand: BrandIndex

Google is Australia's best perceived brand: BrandIndex | Digital Marketing | Scoop.it

Google was Australia’s best perceived brand at the end of 2015, new figures from YouGov BrandIndex has found.


The study, by UK-based research company YouGov, includes over 250 brands and asks respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

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What makes people click? 13 ways to write irresistible calls to action

What makes people click? 13 ways to write irresistible calls to action | Digital Marketing | Scoop.it

If you’ve spent any time online, chances are you know why these calls-to-action (CTAs) are so effective. When it comes to CTAs, there’s a right way and a wrong way to do them and the right way is a whole lot more effective.


If you’ve been struggling to know what makes people click, to produce conversions for your site or you’re simply seeking to beef up your CTA game, the first step is learning about what makes a CTA effective and which CTA formulas produce the best results.

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The secret to Uber's success: Be everywhere all the time

The secret to Uber's success: Be everywhere all the time | Digital Marketing | Scoop.it

Wherever you are, whatever you do, whatever device you own, Uber wants to give you a ride.  You can call an Uber car from your Apple Watch, Pebble smartwatch, or Microsoft Band 2 fitness tracker.


Facebook Messenger has an Uber app built right in. If you work in an office, you can grab an Uber from right within Microsoft Outlook, Slack, or Atlassian HipChat. You can call an Uber from Microsoft Windows 10, or price one up via Google Maps.


Not to mention the Uber apps for iPhone and Android.  


For comparison, Uber’s leading competition Lyft is doing a fair job of it, forming partnerships with companies like Slack and Starbucks while improving its own iPhone and Android apps. But it just can’t hang, app for app, with Uber and its wide reach.


It’s an underrated factor in Uber’s massive success — and another sign of just how aggressive the company is willing to get in its march towards world domination.

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​Predictions 2016: What’s trending in big data and predictive analytics

​Predictions 2016: What’s trending in big data and predictive analytics | Digital Marketing | Scoop.it

Big data and predictive analytics have been topics of hot debate across the marketing community this year, especially as the pressure to forecast and adapt to customer behaviour intensifies.


In the next 12 months, the spotlight will be on marketing teams to refocus and leverage the right technology to keep their data houses in order. It’s also going to be a battle towards actioning the raft of customer insights at their fingertips through creative and real-time engagement.


We’ve spoken to a raft of marketing leaders, analysts and industry commentators about where the priorities will be in the New Year for big data and predictive analytics in the marketing mix.

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