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Google hold steady in the UK but take another hit in the US as Yahoo and Bing gain momentum.
Google have maintained their 91.7% stranglehold on the UK search market in the latest Hitwise figures. Bing and Ask make slight slips, down to 2.98% and 1.34% of the search market respectively, but the big three remain largely unchanged.
The American market has been a little more changeable however. The latest comScore search engine rankings have shown that Google have surrendered a further 0.7% to YaBing. It’s Yahoo though who are the biggest benefactors, seeing their share rise 0.6% to 18.3% of the search market.
In terms of the actual number of searches complete, the US has seen a 3% increase to 15.9 billion individual queries. Both Yahoo and Bing saw a 6% raise, Google 2% and Ask just 1% – AOL were the exception to the rule, dropping 3% and falling further behind Ask.
If statistics are your thing, you might also be interested in Hitwise’s monitoring of brand searches during the World Cup.
For example, did you know that 1 in 44 UK searches were World Cup related? Or indeed, that ‘vuvuzela’ has seen a 20 fold increase in searches in the last week; and yes, there are even terms relating to buying them, so watch out sports fans the angry hornets could soon be nesting in your stadium.
The biggest brand to have benefited appears to have been South African Airways, so travel is on the up. Unfortunately those on the flight may not be compos mentis as the next four brands to have seen a big surge were all beer brewers.
For a full rundown of the statistics, visit the Hitwise Intelligence blog.
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.