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Engagement through social media is becoming an ever more important element for any digital marketing strategy. With this in mind, it is necessary to address a fundamental question that you should ask yourself when looking for social media services, do you need social media optimisation services or social media marketing services?
Social Media Optimisation Services (SMO)
This essentially involves structuring a website in such a way as to allow visitors to easily distribute your content via social media platforms or online communities.
In its simplest form this can involve adding a ‘Like’ or ‘Tweet’ button to your site. Whilst on the other hand it can go as far as improving the user experience of a site to entice them to share your content.
Social Media Marketing Services (SMM)
Whilst SMO involves structuring your site to aid in the distribution of your content, SMM usually involves activity away from a site helping to drive up awareness and drive target visits via various social media platforms.
In its simplest form this can involve Tweeting regularly about relevant topics and referencing back to your site or social book marking in StumbleUpon or Digg. Going further, it can also include creating unique, engaging content such as pod casts or videos. These can then be distributed on third party sites such as YouTube, with the aim of it going viral and helping to increase awareness.
As explained above, SMO and SMM in most cases are two very different activities, but in the end both will aid in driving targeted visits to your website. However it is important to keep both in mind when looking to engage actively in the world of social media, they are both reliant on each other and should not be viewed in isolation.
At the end of the day, the development of a successful social media campaign can bring numerous benefits to a business. These benefits can include attracting targeted traffic, help improve rankings in search engines and in many cases it can be a very cost effective form of online marketing.
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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.