Tuesday, 24 February 2015

Google Grow Local Event Highlights Increasing Importance of Mobile

As a Google Partner, Click Tap Media was invited to stream Monday's 'Grow Local' live event, with the search engine experts offering some important advice to small and medium-sized businesses about how they can use their online presence to grow into something bigger.

The webinar, which was broadcast live from Google headquarters in London, invited representatives from two small companies to explain how focusing on digital has helped their businesses and customer numbers grow significantly over the past 12 months, with a particular emphasis on the importance of mobile and video platforms.
Click Tap Media Streamed the Google Grow Local Live Event

This theme continued in an entertaining and informative keynote presentation from Google's Paul Danks, who shared some incredible statistics to highlight just how important it is to fully optimise your company's mobile site, providing a smooth customer journey from mobile and tablet to desktop, or vice versa.

Google stated that nearly half of user's time on the web is spent on a mobile device, with those between 18 and 34 considering mobile as the first and most important screen they use for online. The 2013 Christmas period showed the first ever 'tipping point,' with more users being online on their mobile devices than their desktop - something which has continued to happen more frequently ever since. A functional and well-designed mobile site is increasingly important for businesses - you wouldn't invite customers into a half-finished shop, so you shouldn't have a website that isn't fully developed across all devices.
Mobile Searches Above Desktop
The opportunities to grow your business online have never been greater, with Google urging smaller companies to capitalise on the fact that the internet presents a global, borderless market - more and more people are getting online at an incredible rate, with 39% of the entire world's population active on the web in 2014. The power of the internet can send businesses or products 'viral' overnight - last year there were more searches for 'Selfie Sticks' than David Cameron!

The Grow Local event concluded with a Q&A session from Google's Product & Solutions Specialist Shane Cahill, who paid particular attention to the growing impact of video platforms for businesses. The way people are watching video content has undoubtedly changed in recent years, with a sharp increase in people watching online via services such as Netflix and YouTube. Unlike television, online video can be accessible at any time of the day, with 50% of all YouTube views now on mobile devices.

Did you watch the Google Grow Local event? Let us know your thoughts by tweeting @clicktapmedia with #GrowLocal.

Monday, 23 February 2015

How To Make Social Media Work For You: Twitter

Improve your brand with Twitter
Our third post in the ‘How To Make Social Media Work For You’ series focusses on Twitter, and why you can’t afford to miss it out of your social media strategy

It is a recent trend that people are more likely to believe something they read online than a fact they hear in real life, and with this in mind it make immediate sense to get your brand on every platform going. However if you don’t have the time or resources to carry that out effectively then you should focus on the platforms most suited to your target audience. Twitter lends itself perfectly to brand marketing, with 67% of users more likely to buy from a brand they are following, and 50% of users likely to recommend a brand in a tweet. If you are confident in your product or service you are likely to have brand ambassadors out there ready to promote you to the Twittersphere! More important are the stats showing that only 55% of users are following a brand because they already like it. This highlights a fantastic opportunity not only for customer retention, but also outreach to potential future customers who are currently just following you because they simply enjoy the content you post.

The largest demographic by a long way is the 18-29 year old age bracket. Over the past few years, social media has seen a steady migration of the younger generation from Facebook to platforms such as Twitter and Instagram. The largest demographic of users on Facebook is are 35-54 year olds.

As such, Twitter advertising is an invaluable tool to help marketers reach this younger demographic of consumers. With the ability for advanced targeting; such as age, interests and competitor’s followers, Twitter ads ensure reach to the people that matter. 
Infographic showing the benefits of using Twitter as a business

Wednesday, 18 February 2015

How to make social media work for you: Customer Retention

Customer retention in brand advertising

This latest infographic offers a helpful insight into customer retention and why it’s important to keep the customers you already have happy, rather than focussing all your efforts on acquiring new ones. The infographic below highlights just how important customer loyalty is, and why it is crucial for a company’s future success. Finding out what customers want from a brand, and offering a platform to voice their opinion, is imperative.   

41% of people purchase more from retailers that personalise their communications. Customers want personalised replies and responses to queries, not just an automated response that hasn’t been given any thought. As well as tailored responses, 60% of people say that they would switch brands if they received better benefits. It’s vital to make sure that if you are offering customers perks, they must be something of use rather than offering benefits that don’t give customers anything to get excited or talk about. 

71% of customers have ended relationships with a company because of poor company service. This is especially true with customers who have had a relationship with a brand for a while and have an expectation of the service they should be receiving.

Interestingly, 80% of a company’s future revenue will come from 20% of their current customers. Gain loyalty by building a fan base of brand ambassadors and let customers do the hard work for you as you’ll be offering such good service they can’t help but rave about you on social media.

Get in touch with us for further information! 

tailor content customer retention revenue

Monday, 16 February 2015

BBC's Networking Event

We were lucky enough to attend a networking event in Media City’s ‘On the 7th’ last week, hosted by the BBC and Creative England. Aimed at members of the digital industry, the night offered a platform for upcoming digital companies to showcase their unique and innovative services, and encouraging collaboration between companies. As well as drinks, nibbles and conversation, the evening featured a special welcome from the BBC’s Peter Salmon, talks from local industry leaders, and was rounded off by the BBC’s Alice Webb. 

On the 7th Media City UK
First up was Scott Davies from Never.no, explaining his company’s service, Story. Story is a real-time broadcast, digital or apps feed, which encourages customer engagement by incorporating posts with specific hashtags into a variety of platforms. If you’ve seen adverts on TV which encourage you to use their hashtag for a chance for your tweet to appear in the next ad you may have seen their work. As social media becomes more and more ingrained in our culture it is a stroke of genius to incorporate it into more traditional forms of advertising! 

Adrian Woolard was also there to talk us through the BBC’s latest online area, BBC Taster. An innovative area for the ‘freshest ideas and experiments’, users can offer feedback on the latest digital ideas before the systems are rolled out for wider use, bringing them into the forefront of the research and development process. One exciting feature allows users to view their life through news stories, offering a tailored burst of nostalgia as it takes you down memory lane.
timeline of technological innovation at the bbc

All in all it was a fascinating evening learning about the latest innovations in digital, and we can’t wait for the next one!

Tuesday, 10 February 2015

Want to stand out from the crowd? Read up on how Facebook can set you apart!

How to make social media work for you
Our latest infographic highlights why Facebook can be an incredibly effective tool for businesses when implemented and managed properly. The following stats reiterate just how varied your audience is on Facebook, and the most successful ways to use Facebook to your company’s advantage. 

Around 24 million people in the UK log into Facebook every day, with an average of 17 minutes spent on the site each day. With that in mind, it is important to make sure that your posts get noticed, which requires time, dedication, and a clear brand image. A huge perk of using Facebook is that a little ad spend can go a long way, with the ability to target ads and posts in very specific ways, be it based on age, gender, interests, and devices. But you can’t just rely on promoted posts and ads to drive your brand’s voice on social media, users are more likely to engage with companies who post regularly and whose content they would like to share with their friends. It is telling that Facebook videos are becoming increasingly more popular, as they fit into this idea that good content has the potential to be incredibly successful and possibly even go viral if it manages to tap into popular trends and is timed well. 

Whilst Facebook has its own unique benefits, a robust social media presence is required to perform really well online. If you are working in B2B Facebook works well with Twitter, LinkedIn and Google+, whilst B2C should utilise Twitter and YouTube, and if you are a visual brand also use Pinterest and Instagram.

If you need any help with your company’s social media get in touch

Social Media Infographic

Monday, 9 February 2015

Google to start from scratch with Glass technology

Google has announced plans to redesign their controversial Glass product, with the intention of only releasing it when it's completely 'perfect'.

A prototype version of Glass arrived in the United Kingdom last June for the steep sum of £1,000 a pair, but was officially withdrawn from sale by Google in January. Lack of functionality, poor sales figures and privacy concerns were just three of several problems which led to Google deciding not to release the exisiting version in other countries as a final consumer product. 

Google Gass
 Glass hasn't quite had the impact that Google would have hoped for

Rather than completely scrap the concept altogether, though, Google has recently confirmed that the project is still ongoing, with a new version to be released in the future when it's fully functional and ready.

Despite collaborations with brands such as Ray-Ban and Oakley, Google Glass was criticised for its clunky design, with a bulky battery pack and titanium frame meaning it could not be folded like a regular pair of glasses. The device's ability to take photos and record video inconspicuously also led to it being banned from several public places over privacy concerns. Boss Tony Fadell is said to have big plans to give Glass a complete overhaul and redesign, meaning the new version could well look nothing at all like its predecessor.

Tuesday, 3 February 2015

Google, Amazon and Microsoft strike deals to bypass Adblock Plus software

 Since its initial release back in 2006, Adblock Plus has been downloaded over 300 million times, with 50 million users utilising the plugin every month. Recently criticised for its detrimental impact on the advertising industry, the content-filtering software can be added to a number of web browsers to block adverts - including pop ups, videos and banner ads - from appearing on a user's screen.

Black background with red stop sign, text reads 'AdBlock'
Ad-blocking software saw a 70% usage increase last year

However, this week has seen several major companies including Google, Amazon and Microsoft strike a deal with Eyeo - the developers behind the popular software - which will allow adverts to bypass the plugin's filtering system and be displayed on their websites. 

Adblock Plus has operated an 'Acceptable Ads' policy for a number of years, which allows certain advertisements to appear through their filter providing they don't disrupt or distort the page's original intended content. Advertisers are invited to apply to Adblock to have their promotional content 'whitelisted,' and although only around 9.5% of applications have been deemed acceptable, this privilege is usually offered to smaller companies free of charge.

For huge brands like Google et al, though, a potentially huge fee will be paid for this special service, with the Financial Times reporting that Adblock Plus stand to earn as much as 30% of the revenue made from each site's unblocked ads. 

It's thought that these major companies will still need to adhere to the same strict advertising regulations in order to bypass Adblock's filters, and although it remains to be seen whether their financial investment will result in any further special treatment, these deals would suggest that some of the biggest names in the online advertising market have growing concerns about the increasing popularity of ad-blocking software.