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Users dwell when they mouse over an ad, or interact with a rich media placement such as a video.
According to a recent article from eMarketer [see: Boosting Conversion with More Engaging Ads) Users who ‘dwell’ convert.
The article states that high dwell rates correlated with high engagement, brand-related searches and ultimately conversions. It went onto say that an increase in dwell rate from 5% to 15% translated to an increase in conversion from 0.4% to 0.6%, up 45%.
This makes interesting reading and highlights the importance of ad placement, for example ads on pages with good editorial content tend to engage users and deliver better dwell metrics.
A generally accepted fact in the world of Content Marketing is that being useful is one of the main criteria for achieving results with a content campaign.
But how do you find out which questions your audience needs answers to?
Digital public relations (digital PR) can be an effective way to increase brand visibility and drive more quality traffic to your website or landing page. But just what is digital PR and how does it differ from traditional PR techniques? Here’s an overview of the differences (and similarities). (more…)