This is the second part of our "New Year" round-up of the news stories and trends from 2011 that we believe will be of the greatest impact to you when you seek to maximize your internet marketing and advertising efforts in 2012. View the first three events we noted and key takeways here. If you missed it, you can read Part 1 HERE
Mobile – Moving On Up
In late 2011, comScore reported that mobile devices accounted for 7% of all web traffic. More than half of that non-computer traffic came from Apple’s mobile operating platform, and a third was Android-based. The release of devices such as Kindle Fire will continue the progression of changing internet traffic patterns. To capitalize on these shifts in how customers find and interact with you, you must consider how to make your content and presentation easily accessible on devices that are used by people who are on the go.
Google Gobbles Up Zagat
In early September, one unusual acquisition barely registered
a blip in the new cycle: Zagat, the staid, old-school publisher of those burgundy-covered restaurant review guides, had been gobbled up by Google. We have seen how trust and reliability are becoming more important to Google's ranking algorithms, and this deal underscores that point. Having lots of customer reviews – a prime example of “user-generated content” sends the right kind of message to Google about your website. Moreover, customers trust reviews, so the more positive reviews people see about your business, the more likely they will be to contact you. Google Places, Angie’s List and Yahoo Local are just some of the review destinations you’ll want to consider.
Steve Jobs’ Death Reminds Us About The End Game
Steve Jobs’ death was a watershed event that folks aren’t likely to forget anytime soon. The news broke internet traffic records as search engines and social media sites were flooded with searches and posts focused on the event. The death of a man whose hallmark was “usability” tested the usability of many news organizations, resulting in slowdowns and timeouts on mobile sites. Jobs was a hardware visionary, but the books, articles and interviews that became so popular after his death were a reminder that product success – whether it’s a mobile device, an application or a website – depends on creating “sticky” relationships. Create an experience that makes your customers want to come back for more, and they will.
Online Marketing Takeways
4. With smartphones and tablets being used more by customers to research and purchase products and services, it will become increasingly important for your site to be mobile optimized. When creating a separate website, content shouldn't duplicate your main site.
5. Google loves new content, and customer reviews are just that: fresh content that’s added to (or can be linked to) your website without a big investment on your part. Make it a point to ask your customers/clients for online reviews. But first, ensure your business is properly listed with Google Places and Google Maps, as well as with the major online directories.
6. Focusing on on-site optimization – the ease and intuitiveness of web design – is no longer optional goal. Ask customers about your website’s design, content and loading time, and address any shortcomings.
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