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GNA eMarketing
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ADS AND EXTENSIONS
Google shows two types of listing on their general search page. There is the organic search that lists sites according to your search keyword(s); and there are paid ads for businesses at the top and side of the page. Search terms not related to business may forgo these paid ads.
These Google paid ads are similar yet distinct from the Google organic search. The obvious difference is that the ads are paid for. The similarity is that the result are still ranked according to perceived quality and relevance, but with payment being a factor in the ranking as well.
There are two payment systems for Google ads, both of which work like an auction. With the Pay-Per-Click (ppc) system a business will nominate the maximum amount they are willing to pay should somebody click on their ad. This amount and the perceived quality of the particular ad /site are used to rank it against all the other ads in the search. The fact that ads only cost money when clicked on was a major factor in encouraging businesses to use digital advertising; ads cost nothing when not used. There is also an alternate payment system called Cost-Per-Impression (CPM) where you pay per 1000 displays of your ad, whether it is clicked on or not.
Two important factors with Pay-Per-Click is that both quality (connected to landing page experience, click-through-rates and relevance) and bidding amount are used for ranking the ads’ position on the page. So a high quality ad / site may outrank a higher bidding rival, and lower quality sites must bid more to complete, unless they improve their quality. The other important factor is that the company may pay less than amount that they bid, depending on where they stand with the competition.
The amount a business bids is the highest amount they are willing to pay per click. But if business group ‘A’ are well ahead of their nearest rival they will not pay that full amount. Google divides the Ad rank of the nearest rival business Ad (their bid multiplied by their quality score) by the quality score of business ‘A’, with one cent added to the total. This is the amount in dollars actually paid, an amount that will never exceed the maximum bid. The upshot of this means that a higher quality score will lower the amount a business pays, as well as help get a higher ad ranking. A higher quality score will also force any rival business Ad above you to pay more.
This is actually Google’s older paid Ad system. They have now added Extension options which have a positive impact on rankings. These extension options are extra pieces of information that appear with the main ad. These include phone numbers, office location, business ratings, and notification to users if they have previously visited a site, number of people approving a business, or many other features. These extensions can increase ranking over competition, and they also make the ad larger on the search page.
The quality of the business ad and website will have a huge influence on how well an ad is rated. Choosing the right keywords for the ad is also highly important. All this reduces the cost of google Ads. Yet another reason to invest in a quality business website and professional ad management.

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Our regular reminder of our connection to the world – Google sends a hamper.
Years in a row, these packages are far from the old style business approach. A generation ago companies just sent promotional pens. Wonderful what a little creative/lateral/unorthodox thinking will do. Works in every human endeavour.
Thanks to the creative people at Google.
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CHROME PRIVACY LIMITS
 
Though we are overloaded with information about our lack of privacy and security concerns there is the occasional piece of news that bucks the trend.
 
Effective from the middle of July 2016 all Chrome extensions will have to let users know about any information collected, used and recorded that isn’t directly related to the Chrome extension. This is important as person information can be used for nefarious purposes. Any information that is part of the extension’s main features in not covered by this, as this should be both obvious and the very reason why the user acquired the extension in the first place. Rather, this is designed to bring attention to any hidden features that the user may or may not approve of.
 
All this relates to personal data only, not generic and anonymous information about how extensions are being used. Chrome can monitor the general trends of all their users, but not individual habits unless the individual is informed in advance.
 
Along with the change comes some stricter security measures; personal information must be encrypted. This should remove another backdoor means of stealing data.
 
Hopefully this requirement for chrome will start a trend for other online services and providers. Anybody using windows 10 should be aware that the initial instalment agreement claims that operation system will collect some user data unless otherwise instructed. Users not paying close attention to the agreement can easily miss this.
 
 
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T9000 SENT TO ATTACK SKYPE NET CUSTOMERS

The T5000 malware from 2013 seems to have come back for a second attempt. It’s a highly complex piece of programming, going so far as to identify 2 dozen different security protections systems and altering its installation approach to avoid them. 

Being malware rather than a virus it is aimed at collecting and exploiting confidential data. It knows to target and store certain types of files, and look for certain activity, such as anything to do with passwords. Yet despite the specific types of data target the virus looks to be targeting a very broad range of users.

Skype users are warned not to 'explorer.exe' prompts, as these will infect your machine. The same goes for email attachments with RTF (Rich formatted Documents). 

On the positive side, if you keep your windows system patched the virus cannot get in, so the problem is solved. The virus targeted the CVE-2012-1856 and CVE-2015-1641 vulnerabilities, which have now been addressed. Microsoft updates over the past few years have closed off these potential backdoor problems. Up to date computers should be fine for now.

Of course all the other software security systems need to be activated and up to date. This is escalation; the hackers and virus makers are constantly trying to outdo the protection. We just need to keep buying the latest defenses and stay ahead. 
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MICROSOFT ENTERPRISE AGREEMENT

Microsoft has changed the enterprise agreement system, so companies must now have 500 seats rather than the previous 250. Those companies already using the agreement, but under the 500 seat cut-off, can renew the services for 3 more years after which time they will have to use one of Microsoft’s other options. 

The 500 seats in this enterprise agreement means either 500 users or 500 devices with software. This system has been great value for larger companies wanting to buy cloud and software under one agreement. It may not have been so great for companies with seats between 250 and 500.

According to Microsoft the present trend was for smaller companies, under 500 seats, to not renew their contracts. Microsoft prefers them to either the Microsoft Products and Services Agreement (MPSA) or a cloud solution. This suggests it is not so much Microsoft excluding customers as it is companies realizing that the arrangement is not really their best option.

Part of the reason why companies do not renew their agreement is the past experience of being locked in. Three years is a long time when it comes to changing computer software; and the agreement has the companies paying for software and updates not yet produced. This situation can cost companies millions- paying for software that might not be used.

The Cloud Solution Provider seems an attractive alternative here as services would be charged monthly, with outsourced service management. This would offer much the needed flexibility. Companies do not know what will change in a few short years, so do not like to pay in advance for something that they hope will be current. At the same time any platform changes are expensive. Hopefully there will be updated software packages through the cloud rather than replacement programmes. 

There was a time when everything ran on windows, and compatibility was slightly less of an issue. Now there are containers to run programs in, and software that works on cloud and software that works elsewhere. Even when it is compatible, moving to the cloud is a huge undertaking. And we have to remember that we are probably buying infrastructure as well as services on the cloud.

If companies want to work economically (and who doesn’t?) they will cherry-pick the software they need. This can change over time, but with monthly billing a change is less difficult, and you’re not locked into the one option that Microsoft thinks is best. 

Larger companies can still use the enterprise agreement, but the 3 year deal and Microsoft’s choice of software remain. Smaller companies may well be better off with a monthly system and cherry-picking the software that they need. This is basically where Microsoft prefers them. The lack of choice about the enterprise agreement probably not much of an issue; the cloud provider solution is more flexible for smaller groups.

Apparently government departments will not be affected by the new 500 seat criteria. Government departments with over 250 seats can continue with the present agreement.
Companies who are not sure which option to take can look at:
http://www.pcconnection.com/brand/microsoft/microsoft-ea-assessment
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Automated email marketing is a technique that has been in existence for quite a while now; but out of curiosity we wanted to find out how effective it is. 

Just a quick summary of what automation is - it allows us to send more targeted and timely emails to our users through workflows; a step above broadcasting. 

Recently Instiller produced an infographic about the email automation and the benefits it provides for businesses. The facts are astonishing; “businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads” (Instiller, 2015). 

For some, automated emails can be seen as spam; forming a negative image of the company. If you are thinking of choosing an automated approach to emails relevancy is key. 

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We have seen an influx in mobile browsing within the last 5 years. According to Morgan Stanley, mobile usage had surpassed desktop usage in 2014.

This has huge implications on how people are to view content in the future and how content is to be created in the future. If your business has not developed or started to plan about having a mobile version of your website, it will be at a competitive disadvantage compared to businesses that are.

Another point of interest with mobile marketing; local searches. There have been many times that we needed to look for something nearby; be it planning a lunch, looking for good food, finding the nearest post office. 4 in 5 consumers want search ads customized to their city, zip code or immediate surroundings (Google/Ispos MediaCT/Purchased, 2014).

Maybe this is an area of where to focus your next marketing campaign? Something to think about..
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We made a post earlier about the security issues with wearables. However there are also benefits that make them great for the community. We see a trend in e-marketing in that the content produced is becoming more personalised. We believe in GNA, that marketers and companies can use AR and wearables to further personalise content:

- The way people view content on wearable technology would change. Screen sizes are reduced dramatically on smart watches. How would you convey a clear message to the user?

- More data collection. Companies can have greater insights of consumer behaviour with wearable technology; the places people go, the time spent there, applications used

- A new way of blogging. People wearing eye technologies can report events from their point of view. How they interact and what they see can be analysed by e-marketers. This is particularly useful as marketers can analyse what products or areas are seen first by consumers.

Although consumers may not like that they are being monitored, it allows content to become more personalised. A trade-off between privacy and quality of information
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Received some colourful Jellybeans from Google. What a treat! 
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2015-12-10
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Wherever we go; be it in sport, business and our personal life, we are often confronted by morals and ethics. It is quite a hazy area to get into, but at the same time really important. A lot of businesses get into trouble by the media and a single online review of un-ethical behaviour can lead to tarnished reputations.
 
As we are e-marketing experts, here are some tips that your business should take note of when going online.

- Make sure that all information that you post is accurate, checked for grammar and spelling, and appropriately reference information taken from other sources
- Respond to customers in a timely and polite fashion to enforce a strong relationship with the customer
- Engage with the customer’s interests and taste. This will further enhance your relationship with the customer
- Provide a custom Terms and Conditions document tailored towards your business practices to protect your business and let your customer know the rules and regulations of the company
- Consider building “lighter” websites so that the customer can browse through your website with ease
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