The Website Marketing Group Blog

About The Website Marketing Group Blog

Michael Doyle - Managing Director of The Website Marketing Group

After 14 years of working in this industry, every day is a new learning curve which is why I love the job.

Here are some of our findings on the “best of the web” to keep you up to date with the latest news in the Internet business strategies.

From small businesses to Australia’s leading brands across multiple sectors and disciplines, this means we know what works and what doesn’t, allowing us to deliver tangible results that benefit your business where it really matters.

Whether it is a new brand identity-logo design, a social media marketing,  a complex website, an email marketing campaign or all of the above and more, our team can deliver the solution for your business.
Contact us today on 1300 911 772.

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Congratulations to the TWMG Team ! The Website Marketing Group has been successful in making the Smart50 for the SmartCompany Smart50 Awards 2011.

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Can We Trust Traditional Advertising Media Anymore?

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Are you still struggling with traditional advertising strategy on newspaper? Here is a shocking fact: Less than 20% of Aussies trust newspaper journalists and TV reporters.

On the other hand, the rate talk-back radio presenters is only 15%. The latest research from Roy Morgan revealed that less than one in five Aussies rate TV reporters, newspaper journalists and talk-back radio announcers good in ethics and honesty. The 18% score was the best result for journalists have had in the survey since 2004. Talk-back radio presenters have also had a blow, dropping from their 21% in 2003 to 15% currently.

These working fields continue to rate poorly in the annual Roy Morgan Image of Professions survey, suggesting that ethics and honesty are not widely associated with the Australian media industry. Furthermore, the political bias depicted by most newspapers in the lead-up to last year’s Federal Election certainly was suspected as one of the biggest factor behind public’s trust decline in journalists. Here is the official statement from Roy Morgan:

“Roy Morgan has been tracking the image of Newspaper Journalists, TV Reporters and Talk-back Radio Announcers since 1986, 1989 and 2000 respectively, during which time they have performed consistently poorly, struggling to reach a 20% approval rating among the Australian public. If we can’t trust our media to deliver the news in an honest, ethical manner free of bias and ulterior motives, how are we expected to get a well-informed, balanced perspective on current affairs?”

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The New Algorithm Update and Redesign of Facebook

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Recently, Facebook has polished its timeline, promising a better user experience.

The average Facebook user has roughly 1,500 stories per day that could appear in their news feed and Facebook selectively picks less than 20% of those stories. The company has been preoccupied with the timeline over the past six months, releasing series of algorithm updates and redesign. They want to provide every user with “personalised online timeline”. Here are some highlights on several alterations that have been made over the last six months:

1. Auto-play Videos Feature

The first tested auto-play videos in Facebook mobile was in September, while the desktop version got the auto-play videos in December. The social media company began testing this function for video ads a week later, but put off its full implementation until this day. These videos play automatically as you scroll through your News Feed. They won’t have any sound unless a user clicks on them. This does not include shared videos from third party sites, like YouTube, but only videos uploaded directly to Facebook.

2. Bigger Photos

Facebook included larger images in users’ timeline as a part of their platform’s redesign program, which was announced in March. Photos now span the entire width of the timeline.

3. High Quality News Stories

Facebook changed its news feed algorithm in December in order to provide better contents on the platform. That means more updated news and current events for users. This change affected both its desktop and mobile versions. It looks like that Facebook is trying hard to become Twitter’s competitor when it comes to provide the “latest” breaking news and quick social conversations that result from it.

4. “Looping” Contents

With the algorithm change that gives more “high quality” content, Facebook  will “accidentally” makes some stories reappear, even if you’ve read them. This may bother some users, yet Facebook does not want you to miss a conversation where your best buddies might be raving about.

Here’s Facebook’s official statement regarding the change, excerpted from its blog:

 ”After people read a story, they are unlikely to go back and find that story again to see what their friends were saying about it, and it wouldn’t bump up in News Feed. With this update, stories will occasionally resurface that have new comments from friends.”

5. More Content from Brands

On February, Facebook has made another small algorithm change to help brands expand their audience. The change is “when a brand tags another brand in its posts, their content can now reach fans of both brand pages”. This change is considered as a good move by social media marketers around the world, as companies and brands now can broaden their scoop towards new audiences.

Summary

With these changes, Facebook users can have more over their timeline. In order to have “personalised, rich user experiences” timeline, all you have to do is to participate with posts and Pages that you like most. You can like, comment, or share their contents to “show” your engagement. On the other hand, if you dislike some of the contents that “wildly” appear in your timeline, you can hide or report them to Facebook. Be proactive, that’s the key.

Google Stock Has Dropped More Than 5% The First Quarter

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Google has announced its stock price of $6.27 per share on revenue of $15.42 billion for the first quarter. This number is lower than Wall Street’s estimation $6.44 per share on revenue of $15.52 billion. The traffic acquisition costs for the quarter was also a little bit missing with $12.19 billion, slightly below experts’ estimation $12.25 billion. The number of PPC for AdWords has increased by 26%, yet the cost-per-click has decreased by 9% with the fact that more of Google ads are viewed from mobile devices.

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Both Google stock’s classes – GOOG and GOOGL – declined slightly less than 5% in after hours trading following the earnings report.

Five Most Anticipated Technologies That Will Transform Our World

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Imagine that in the future we will have a much faster computers; flexible and printable electronics; and smaller and better sensors. These things are not pipe dreams. In cloud computing and networking, the trend is towards more multiple operators between networks, higher bandwidth and more virtual services. In human interfaces, the convergence on more portable devices and enormously improved multiple presences between people.

Here are some future technologies based on various experts opinion of when each technology will be scientifically viable (the kind of stuff that Google, governments, and universities develop), mainstream (when VCs and startups widely invest in it), and financially viable (when the technology is generally available on Kickstarter).

  1. Digital currencies
    Electronic money that acts as alternative currency. Currently, alternative digital currencies are not produced by government-endorsed central banks nor necessarily backed by national currencies. It differs from virtual money used in virtual economies due to its use in transactions with real goods and services; not being limited to circulation within online games. Scientifically viable today; mainstream in 2016; financially viable in 2017.
  2. Botsourcing
    The assignment of physical and online tasks traditionally performed by human agents to an autonomous software agent. Scientifically viable in 2017; mainstream and financially viable in 2020.
  3. Smart dust sensors
     A system of many tiny microelectromechanical systems such as sensors, robots, or other devices, that can detect, for example, light, temperature, vibration, magnetism, or chemicals. Scientifically viable in 2022; mainstream in 2024; and financially viable in 2027.
  4. Printed electronics
    A set of printing methods used to create electrical devices on various substrates. Electrically functional or optical inks are deposited on the material, creating active or passive devices, such as thin film transistors or resistors. Printed electronics is expected to facilitate widespread, very low-cost, low-performance electronics for applications such as flexible displays, smart labels, decorative and animated posters, and active clothing that do not require high performance. Scientifically viable in 2021; mainstream and financially viable in 2022.
  5. Memristors
    The reason why the memristor is so different from the other three basic circuit elements is that it retains memory without power. It is a new material that promises computers two orders of magnitude more efficient from a power perspective than traditional transistor technologies, contains multiple petabits of persistent storage, and can be reconfigured to be either memory or CPU in a package as small as a sugar cube. Scientifically viable in 2018; mainstream in 2022; financially viable in 2025.

Adidas Super Rugby ‘Alive With Pride’ Campaign

Iris Worldwide Sydney has crafted ‘Alive with Pride’ campaign and it tells the stories behind the latest Adidas Super Rugby jerseys.

The campaign includes a series of collectible posters designed by artists that tell the story of the teams and cultural significance of their origins. The original Adidas jersey design is the selling point of each poster.

Adam Daysh, marketing manager for Adidas New Zealand, said that by adding value with the bigger story of history and meaning behind traditional symbolism, the pride of both players and fans alike extends far beyond the pitch and into the heartland of the provinces.

Mike Spirkovski, Iris Sydney’s executive creative director, stated “The artists’ designs reach far back in to the town, the land and the history of place,” he said. “Rugby is entrenched in the New Zealand psyche in a deeply cultural way. We worked incredibly hard and with due diligence to make this campaign meaningful to the teams, their fans and Adidas.”

Twitter Dominates Consumer Social Media Sharing Trends in 2014 (Infographic)

Twitter is dominating the first quarter of 2014 in social media sharing competition.

Twitter snatched the first quarter by overtaking all other social networking sites (with a 43 percent of growth in social sharing). Reddit emerged as the second fastest growing channel (25 percent growth), Facebook saw a 14% rise, LinkedIn 12%, Pinterest 5% while email continues to decline in the first quarter.

Reddit users tend to be below age 30, while Twitter and Pinterest attract a slightly older users. LinkedIn largely concentrated in mid-career professionals and Facebook is seeing a lot of social activity in a much older age group.

Hispanic sharing grew the most on Twitter while Reddit has impressive growth across the board. Facebook had a flat growth overall and LinkedIn had double growth for Caucasians. Hispanic sharing grew twice as much on Pinterest than other demographics.

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Feel Flavour – The Sound of Taste Project

Herb & Spice brand Schwartz wants to create a flavour-themed promotion for their brand. The problem is, how do you dramatise flavour when it is invisible and silent?

Simple: make it possible for people to be able to see, hear and feel it. Print Tech collective, Novalia and ad agency Grey London have collaborated on an interactive poster that uses innovative ‘touch sensitive’ inks to turn the surface area of the paper into an interactive interface. This campaign has a similar “catch” to Looks Like Music project that was created by Yuri Suzuki, a Japanese designer last year.

Illustrator Billie Jean was invited to create a visual articulation of what taste might look like. Each herb and spice depicted in the artwork was then assigned a musical chord matching its flavour characteristic. For example, cumin became E flat major, chilli was ascribed A flat major and fennel was characterised by a higher pitched F minor. The image was then back-printed with an innovative conductive ink, effectively giving the poster capacitive touch technology. When paired with a mobile device via Bluetooth, the poster becomes an interactive musical instrument.

The poster was created as part of a Schwartz promotion designed to target the retail trade. Very creative and out of the box, indeed.

The Danger of B2B Black Hole and How to Avoid It

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Quantity or Quality?

The old adage “sales is a numbers game” has made people think that it’s salesperson who makes the most calls or follows up of the leads that cross their desk. In the case of playing a pure numbers game with marketing leads, you’re probably hovering on the edge of a black hole. What do we mean by black holes? They are those areas where if an object falls in, it can’t get out. However, the big question that many struggled to answer over the decades is “what happens to the information that an object contains when it falls into a black hole. Is it simply lost or just ‘confined’ inside it?”

Like a black hole’s gravitational force that sucks in all matter and light, B2B world can do the same thing to your business. Your prospects will disappear when you pass volumes of unqualified leads along to the sales force. Even more likely, they may end up in another dimension and maybe another universe, one controlled by your competition.

Unqualified Leads Seldom Convert

The fact is 73 percent of leads are unqualified when handed off to sales and will not readily convert into business. In spite of this, 61 percent of marketers pass all leads (qualified or unqualified) directly on to sales. Is it any wonder then that salespeople seldom follow up on marketing’s leads? More than 70 percent of leads are never acted on—typically because they do not reach the right person or organization at the right time.”

Salespeople’s primary objective is sales. ABC (Always Be Closing) is virtually embedded on their thoughts and qualified leads are the means to that objective. Companies that actively qualify and nurture leads will have 50 percent more prospects that are “sales-ready,” and their cost-per-lead will be 33% lower.

So you can expect that your best salespeople will ignore unqualified marketing leads and cultivate their own— based on their years of experience and expertise. Meanwhile, the people who have provided their names, email addresses, and phone numbers to your company in good faith, who may not be sales-ready today, remain ignored. This lack of attention can sour potential customers on you and your products permanently.

Quality is More Important to Quantity

“Value is in the Worth, Not the Number”, an old saying from Aesop’s fable, The Lioness. Today, we often just say “quality over quantity” and it’s the perfect slogan for developing qualified sales leads. Finding and qualifying 10 hot leads in every 100 is the best way to:

  • Encourage your sales force to follow up on 100 percent of the leads you pass along, and
  • Close more business

However – since sales people likely will not qualify any unqualified leads you’re passing along today – you need another resource to do the job. Here is what telemarketing teams are made for. Whether your lead generation is inbound, outbound, or both, a professional and well-trained telemarketing team is very important.

If lead qualification is a new thing to you, it’s time to involve your sales force in the process of coming up with the right set of lead qualifiers. You’ll benefit by alerting them to this important change in your lead generation program and gain their buy-in. Here are a few ideas to get you started as marketing and sales work together to develop a list of key qualifiers:

  1. Measure each prospect’s degree of interest in your products and/or services.
  2. Determine if your products and/or services are a good match for the prospect.
  3. Identify when the prospect will be most likely to buy.
  4. Verify that the prospect has an appropriate budget.
  5. Determine if the prospect is a decision maker with buying authority.

Has SEO Been Substituted by Content Marketing?

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The biggest puzzle among marketers around the world is whether content marketing was taking over search engine marketing.

This is an intereting notion since content marketing is a relatively new area in the Australian context. However, it doesn’t mean  that content marketing is replacing anything, because the two disciplines are subtly, but importantly, different. The role of SEO or content optimisation is critical in the content marketing segment. Are we seeing budgets roll over to us? Yes. Why? It probably goes back to Google and its algorithm updates. Google makes these changes a regular occurrence to ensure quality sites are at the top of their index. This creates a superior user experience, rather than a site that is rammed full of optimised terms but has little or no relevance to what the user searched for.

Furthermore, Google also wanted to take away the role on backlinks, and move it to social recommendations – shares, retweets and +1s, which also means that people – not bots – are now engaging with the content. All this contributes to the purpose of the search engine now linking users who are after quality content with those who produce it. These changes mean that a combination of great quality content as well as having it optimised for search ensures your page is high in Google rankings. The content must be high quality, and that’s why SEO budgets move to content marketing agencies. We craft great, engaging, interesting, exiting, enjoyable content that drives people to action. It should be seen on multiple search engines, but more importantly, we ensure that it is suitable with the users. That’s the measure of great content.

Is this a problem for search agencies? Probably. Do they need to look at their business model? Certainly. However, SEO agencies will continue to breathe, but the business will need to change. They will need editors, content strategists and sub-editors. They will need to develop these content strategies to build engagement. They’ll need to incorporate visual content as well – video, infographics, images, and many more.

Put simply, content marketing and SEO are two separate beasts trying to deliver one outcome, yet only one will win. Your task now is choosing which side you are betting on.