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The Yahoo and Microsoft deal has quickly changed from ‘highly likely’ to ‘complete’. For the next 10 years, the two former rivals will be working in partnership to close down the gap to runaway leaders Google.
The deal itself isn’t quite as simple as Microsoft providing Yahoo with Bing, whilst they get on and do the rest. The complex agreement is yet to be given the green light by regulators, so don’t expect anything concrete to happen for a good few months.
It’s certainly an interesting pact that the two companies have signed, and one where it’s hard to see who will benefit most – although my personal view is that Yahoo appear to be doing very well from it considering their search shortcomings. If you want to read more about the entente cordiale between Yahoo and Microsoft TechCrunch are offering an in-depth look at how it works and what the shakedown is likely to be. You can also visit the new company’s website Choice. Value. Innovation for more details.
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.