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Much of the Internet’s recent growth can be attributed to the miniaturisation and portability of devices with online capabilities. Users no longer need to be sat at a computer in their office or home to access their favourite sites, email and social media; now it can all be done on the once humble mobile phone.
With connection speeds increasing, tariff prices falling, accessibility on the rise and screen quality developing, the mobile Internet is very much a part of the way we communicate. Whilst the technology is already huge, yesterday’s purchase of leading mobile display advertising firm AdMob by Google [see: Investing in a mobile future with AdMob – from the Offical Google Blog] provides further evidence that Internet giants are taking this format seriously.
When Google buy a new company or release a new piece of software, it’s almost like the industry’s equivalent of Warren Buffett giving a nod to an up and coming stock – people listen. Whilst the mobile Internet industry is already as lucrative as it is popular, it is still very much an emerging market. Dedicated mobile businesses are still relatively few and far between, many websites still give little or no consideration to mobile only users. But the Google AdMob purchase might just open a few more eyes.
If Google immerse themselves in dedicated mobile technology, finding ways for people to monetise their 3G driven businesses, it could certainly pave the way to a more expansive and personalised portable online experience. So it might just be one small step at the moment, but clearly Google are very much investing in the future of a more mobile Internet, whilst increasing their online advertising domination.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.