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Vodafone’s public relations team have cleverly used their knowledge of search engine optimisation (SEO) to garner more attention for a recent press release they put out, it has been suggested.
According to Ian White of Mobile News, Vodafone has attacked Ofcom for proposing that mobile termination rates are cut from 4.3p a minute to 0.5p a minute by 2015.
Mr White said Vodafone’s claims that the move would hurt “vulnerable” members of society who spend less than £10 a month on their phone represented a shrewd use of SEO marketing services.
“Journalism is now led by headlines and SEO and emotive tags to drive traffic to websites,” he claimed.
“Hence any story with the words ‘vulnerable’, ‘society’, ‘mobile’ and ‘phone’ racks up the hits.”
Last month, Bing released the results of a survey which revealed 60 per cent of its customers use search engines to find out more details about a news story which interests them.
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.