NCET explores business and technology
By Jarrod Lopiccolo and Abbi Whitaker
Imagine this scenario: It’s the end of the day and you really, really needed a product — let’s say a Wi-Fi USB adapter for a computer. You grab your phone and start searching Google. Within seconds, you see a complete list of stores near you that carry the adapter. You make a mad dash to the store, make your purchase and you’re up and running within the hour. It’s not a store you would have thought of before, but now it’s top of mind for your next purchase.
We take this level of instant access to store inventory for granted, but in truth, there are a lot of moving parts that go into the perfect search result. To deliver split-second results, it takes intense coordination between marketing agencies, search engines and retailers.
Search Engine Journal tells us 93 percent of all online experiences start with a search, meaning the front page of Google is some of the most valuable real estate on the planet.
Three factors came into play in the transaction we described:
- Personalization – Everything from your search history to geolocation factors into results.
- Integrated search – This is a combination of a company’s organic marketing through content optimization and its paid efforts.
- Technological integration – A marketing agency or in-house team and the retailer followed best technological practices to allow search engine bots to read their website data and ensure it landed them in the top spot.
With most purchases, mobile comes first. Users spend most of their online time on mobile devices, with more than 91 percent of Facebook usage on mobile. This means digital marketers need to consider second screens as primary vehicles when developing websites, social media or email campaigns.
Today, social media favors influencers. Cutting through the noise is one of the biggest challenges marketers face. These thought leaders carry outsized influence in a noisy marketplace, with brands paying influencers for access to their followers.
Finally, video is the future. Cisco projects nearly 82 percent of all Web traffic will be video content by 2018. Marketers who don’t shift to video risk losing their voice in the digital marketplace.
Today’s digital marketing requires a knowledgeable approach. You need to nail it the first time, every time. Take the first step by learning about the state of digital marketing at NCET’s Special Event on Nov. 3 with Noble Studios and the Abbi Agency. It features moderator Alice Heiman and guests from Renown Health and BrightEdge. NCET is a member-supported nonprofit organization that produces networking events to help individuals and businesses explore and use technology. Register for the event and get more info at NCETspecial.org.
Jarrod Lopiccolo is CEO and co-founder at Noble Studios (noblestudios.com) a full-service digital agency specializing in web, mobile and social media. Abbi Whitaker is co-founder and president at The Abbi Agency (theabbiagency.com), which handles international media campaigns for some of the nation’s largest real estate, tourism and B2B companies. This column first appeared in the Reno Gazette-Journal.