Want to look up research information for your assignment? Google. Don’t know the answer to something? Google. Google. Google… Just ‘Google it’ is deemed to be a very acceptable, common phrase used by people these days when they want to solve life’s mysteries. Google has the answer for everything. Of course there are multiple other search engines, but I’m going to stick to the one I’m most familiar with.
Statistic Brain states that in 2014 there was 2,095,100,000,000 Google searches in that year, with 5,740,000,000 average searches per DAY. Actually, to find that information I decided I would Google it, ‘it’ being – ‘How many Google searches per day?’ Naturally, I clicked on the very first link as that is thought to be the most reliable, efficient resource to answer my pending question. So how does one get their website to be at the very top of the competitive list of Google results? They use Search Engine Optimisation (SEO).
SEO is the process of affecting the visibility of a website/page in a search engine’s unpaid results. The earlier and more frequently the site appears in the search results list, the more visitors it will receive from the search engine’s users, and these users can be converted into customers (Ortiz-Cordova & Jansen, 2012).
So how can we best succeed at SEO?
- Have relevant content – what is your website about? Is the theme, text and titles relevant to what your website is trying to show?
- Have a site that functions well – no one likes a site that links to the wrong pages or doesn’t load text and images properly
- Make sure your website is easy to navigate so the user can have a good experience
- The same domain names for all your sites
- Optimise for both desktop and mobile/table websites
- Optimise other channels you may have – e.g. social media
- Overuse key word searches – that just gets silly and suspicious
- Have a low bounce rate – people leaving your website as soon as they arrive will not get your page on top
What else do you think is important to optimise your website?
This post I’m making right now is going to contribute to the multiple exabytes(!!) of data created every day. Big data – a relatively new concept following the creation of the internet. What is big data exactly? According to SAS big data is a term that describes the large volume of data, structured and unstructured, that inundates a business on a day-to-day basis. What do you do during your day that will contribute to this collection of big data? For me I would send a couple of emails, possibly post something on Facebook or Instagram and writing this of course.
Andrew McAfee and Erik Brynjolfsson talk about five aspects that are particularly important to businesses to reap the full benefits of big data.
- Leadership – Companies need to have a clear vision and goals set by their leaders.
- Talent management – Businesses need employees that are able to read, clean and organise the data to make the most and best use out of it.
- Technology – Having the correct technology and knowing how to use this technology is beneficial for better organising and understanding the large amounts of data available.
- Decision Making – Not everyone can be an expert on big data, this means companies need to make sure that the people who understand the problems can work together with the people who can exploit the data in a useful way.
- Company Culture – This is about making the most out of big data to get factual understandings, so the company can know things for sure, instead of just thinking and having hunches.
Ok, so big data is not just about what you do online through social media and for businesses to improve, it is also influencing so many developments in our society as shown in this video.
Big data can cure cancer? Can create self driven cars? My mind can’t even comprehend what else it might be capable of. This load of information can be used for success in the business world such as marketing and generating money, but can also be used to improve our way of life.
Curing cancer is one of the worlds leading issues, especially in the west. In 2013 in America, the National Cancer Institute stated that $4.8 billion was funded towards cancer research. So how do all these numbers and information generated make someone healthy again? According to this resource, by capturing data on a multitude of cancer patients and analyzing their tumors in depth through sequencing and other techniques, this information can help researchers characterize the various tumors. This, in turn, allows them to create more targeted therapies per characterised tumor.
And this is only the beginning…
Let’s use big data to help our businesses succeed, but lets also use this load of information to benefit society as much as possible.
In January I was at the famous Louvre Museum in Paris and like many, I was interested in seeing the famous and timeless pieces in the museum. Of course, as most of you should probably know, the famous Mona Lisa lives there. What has this famous painting got to do with advertisements? Well, I journeyed my way through the fascinating, indescribable museum, admiring everything I walked past, with an intention to end up at the Mona Lisa – because you know, you HAVE to go see it. As I arrived in the large room for the relatively small painting, I couldn’t even see it. All I could see was a crowd of people.. And what did every single one of these people in the crowd have high up in the air? Yes, a mobile phone. I was more interested in taking a photo of all these phones, rather than the Mona Lisa. This also made me another one of the excitable tourists with their phone up in the air.
Everyone has a mobile and everyone uses their mobile phone many, many times a day. Companies of all sizes would be silly in this day and age to not use mobiles as a form of marketing.
The other day I was scrolling aimlessly through my newsfeed on Facebook on my phone, when I came across an advertisement from ASOS. The night before I had been browsing ASOS on my laptop, looking at particular clothing items but didn’t complete any purchases. So, the next day those exact items and related items just pop up on my phone and I am reminded of the clothes I really wanted to buy. So what do I go and do? I make a purchase. They win. It was also a reminder that all my pieces of technology are connected to each other.
So how can you best succeed in mobile marketing and capture people like me? Firstly, know your target audience. This is so important. ASOS knew to target me because they knew the things I liked based on what I had been looking at previously. Secondly, please don’t make your marketing annoying. When I am playing games or browsing through my phone and an ad pops up out of nowhere so I randomly click it, disrupting what I was doing, that is not going to be effective. Though, mobile marketing doesn’t just have to be advertising. According to this source, Starbucks created an app where users could load their credit card details and then have their phones scanned when they go and get their morning coffee. A smart and easy way to get consumers to use your product more and an effective marketing strategy where consumers are doing it by choice. Furthermore, according to Juniper Research, by 2019 there will be 1.05 billion people using mobile coupons. Everyday mobile phone usage is increasing, get on board too.