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The ‘Manifesto for the Networked Nation’ receives Government backing as Martha Lane Fox looks to get everybody online by 2015.
Lane Fox, co-founder of Lastminute.com and digital champion, is looking to ensure that the 10 million people who don’t regularly use the Internet currently are able to do so by 2015. As part of a major Government initiative to create a net savvy society, the Manifesto for the Networked Nation is a far cry from the Digital Economy Act, which earned Peter Mandelson the title of ‘Internet Villain of the Year’.
The Internet, as we all know, is a valuable resource for communication, education and purchasing. Having made her own major impact online, Martha Lane Fox appears to be determined to help others follow suit. This can be no bad thing.
The Internet offers a wealth of opportunities. From making it easier to save money and keep connected, all the way through to building a business. The online world has revolutionised industries and with much of the economy now dependent on the income it generates, invariably Internet knowledge and innovation will be vital to future growth.
For businesses already with an online presence this represents a fantastic opportunity for growth. With 10 million Britons being targeted, traffic levels could swell in the coming few years. Therefore now, more than ever, it is vital that you get yourself seen. For those who have not yet taken their work online, again this is the ideal opportunity to get started.
It will be interesting to see how this growth is managed and tracked. In times of financial instability, the Internet is also a useful way for businesses to cut costs and for job seekers to gain qualifications and apply for positions. But will an Internet-savvy workforce be more employable and beneficial for the nation as a whole? Time will tell I guess.
It might just be a lot parliamentary hot air, but with plans to speed up broadband and the aforementioned Digital Economy Act, the online world is receiving plenty of positive attention; hopefully this will all lead to an equally positive result for online businesses too.
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.