enCOMPASS Agency
Mobile Marketing Shifts to Keep an Eye On
Mobile marketing has always moved at a fast pace. Even so, the shifts we saw in 2020, prompted in large part by the COVID-19 pandemic, were relatively unprecedented. Calendar year 2020 saw a record-shattering $223 billion expenditure on mobile marketing worldwide, representing a year-over-year increase of some 17 percent. And when the dust settles on 2021, we feel confident in saying that we will see another fairly sizable investment.
How SEO Has Shifted in the Last Year
Marketers and advertisers have long championed the value of a solid SEO strategy. What makes this challenging is that SEO is anything but static. For one thing, consumer behaviors are constantly changing, altering the ways in which people search for information. For another thing, Google is constantly tweaking its algorithms, with the goal of improving quality, relevance, and convenience for the end user.
Planning the Perfect Programmatic Campaign
It takes some time to develop a comprehensive programmatic ad campaign… but ultimately, that time can prove very well-spent. Not only does proper planning help improve your results, but it can also make it much easier for you to pivot and adapt as necessary.
When developing a digital marketing strategy, it’s vital to account for the preferences and behaviors of the audience you’re trying to engage with. That may sound like a simple point, but in actual practice, aligning strategy with audience can be a challenge. That’s because consumer trends are in a constant state of flux, which means that marketers must be nimble and adaptive.
Short-Form Video Is Here to Stay
As you’ve no doubt noticed, short-form videos are everywhere these days. The most prominent example is TikTok, the social platform whose soaring popularity has been closely intertwined with the more general uptick in short video content. You can also find plenty of examples of more tenured social platforms getting in on the action: Think Instagram Reels, YouTube Shorts, and more.
There are plenty of reasons why we encourage our clients to invest in display ads, but if we had to boil it down to just one, it would probably be because the research shows that customers are more than 70% more likely to use your brand when exposed to your message after initial exposure. Display ads are pretty much everywhere. With the right strategy, you can use display ads to engage with customers across their digital experience, no matter the device or platform they’re on.
The holiday shopping season provides a unique opportunity for your email marketing efforts to bear considerable fruit. With more and more customers seeking to find the perfect gift, or simply to cross another item off their crowded to-do list, a well-timed email with an enticing offer can make a huge impact.
All About Google’s E-A-T
Google published the first edition of its Search Quality Guidelines back in 2014. Judged by the accelerated timeline of the digital marketing world, that was basically a lifetime ago. However, several of the concepts laid out in the original Search Quality Guidelines remain pertinent even today. At the top of the list is the E-A-T principle… or, Expertise, Authoritativeness, and Trustworthiness.
Over the past few years, many advertisers have experimented with Google’s expanded text ads, or ETAs. If you are not familiar with these ads, they are exactly what the name suggests: Ads that appear in Google search results but provide advertisers with more expansive options for including text. Specifically, ETAs allow advertisers to create up to three headlines (with up to 30 characters each) and two descriptions (up to 90 characters each). Additionally, these ads can include a display URL.
enCOMPASS Agency Wins Six 2021 Davey Awards
At enCOMPASS, we’re certainly believers in the power of ideas… and as such, we’re always proud when our work is acknowledged by the Davey judges. On the heels of our big wins at the W3 Awards, we’re proud to announce that we took home a number of trophies at the 2021 Daveys.
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