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Microsoft Advertising and research agency Synovate have joined forces to create a definitive study of young adult’s online activities titled Young Adults Revealed.
12,000 people aged between 18 and 24 from across the globe were asked about how they used the Internet, covering everything from viral advertising to social media usage, helping to unearth some interesting and surprising results.
For example, when on the lookout for a new or even a known brand, the first port of call for young adults appears to be Internet search engines. 46% of those questioned claimed that they used a search engine to find the brand they were looking for, showing once again just how important search engine optimisation really is for any website.
47% also claimed to have clicked on adverts within the last month; further highlighting the power of keyword targeted advertising for specific audiences when using PPC services on search engines.
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.