We’ve said it before and I’m here saying it again: mobile is no longer an “option.” For example, when building or rebuilding a website, having a mobile counterpart shouldn’t even be a question. It should automatically be assumed that mobile is a part of the scope.
Trends in Mobile
Every year, the stats come out saying, “more people are accessing X, Y and Z via mobile.” I can guarantee, that number isn’t going to decrease any time soon ever. Rather than ignore the necessary mobile component, it’s time to embrace it and use it to your advantage.
Instagram started as mobile-only and only recently added a web-based interface (which still doesn’t have all of the features/abilities of the app version).
Our long-beloved right hand side bar ads on Facebook don’t show up for mobile users. So if your ad plan only included right-hand side ads, you’ll be missing out on reaching a chunk of people. Say hello to more promoted posts and the use of newsfeed ads. (Truth be told, I was never a huge lover of exclusively using the right hand side ads, so I’m excited to see the options increase.)
Last month, Pinterest launched a totally revamped and redesigned mobile site, since 75 percent of all daily Pinterest traffic comes from mobile applications.
In my opinion, the “second-screen phenomenon” is no longer a “phenomenon” and is now just a part of every day user engagement and behavior. Look at the Sochi Olympics, for example. When the US beat Russia in men’s ice hockey, there were more than 72,000 Tweets per minute.
Embracing Mobile – and Owning It
Anticipate: Everything you post, tweet, share, etc. should be done with the expectation that a large portion of those reached, will be reached via mobile. Change your process to anticipate this, and make sure your content reflects this.
Experience: Think about the experience mobile users will have with your content on social media. Is the content your posting and sharing optimized for mobile? Is it something mobile users can even access? Many third-party contesting apps (e.g., Woobox, Grosocial, ShortStack, etc.) even provide a responsive link that will get the user—regardless of mobile or computer or tablet—to the tab or page in the preferred environment.
Grow: You may have limited resources or content that caters to mobile users right now, but just keep mobile front of mind as you develop new content, shoot new videos, etc., so that mobile will be included as a primary channel.
Own it: The mobile field is vast and ripe with opportunity to own it. Grow your brand awareness, engagement and reputation in part by owning mobile. How? Well, that varies by brand—but we’re constantly working to deliver that on behalf of our clients, so stay tuned to our work to see what’s new, fresh and working.
Here’s to your mobile social success!]]>
Online quizzes are the next frontier of content marketing. Odds are, you have recently taken a quiz about “Which sandwich are you?” or “Which city should you actually live in?” These quizzes have been gaining popularity since December 2013, and we foresee this becoming a part of brand’s content strategy moving forward.
Well, PPBH has made its own quiz. Take our quiz to see how much you actually know about PPBH:
Let us know your score in the comments!]]>
The Sochi Olympics: the Olympians came, we watched… and we tweeted, apparently. In a recent blog post, Twitter revealed the most-tweeted events, the most-mentioned athletes and peak moments on the social network during the two-week Olympic Games.
Any guesses at who takes the gold in most-mentioned athletes via Twitter? Hint: Not a U.S. athlete. While we may dominate in many of the events (go #teamUSA!), our population and its use of Twitter are dwarfed majorly by population-heavy countries like China and India, for example, as well as other countries that are much more active on Twitter. (The U.S. came in eighth out of 10 in a listing of countries that sent the most Tweets, per million population, mentioning the Olympic Games – full listing below.)
1. Mao Asada, Japan
2. Yuna Kim, South Korea (@Yunaaaa)
3. T.J. Oshie, U.S. (@OSH74)
4. Shaun White, U.S. (@shaun_white)
5. Mark McMorris, Canada (@markmcmorris)
6. Akiko Suzuki, Japan (@Mariakko2010)
Countries That Sent the Most Tweets (per million population)
1. South Korea
8. United States
The most-mentioned events? Ice hockey leads the pack, followed by curling, figure skating (my personal favorite!), bobsled and snowboarding. Check out Twitter’s recap blog post here for more stats and findings.
We have just under 900 days left until the Olympic Games return, this time in Rio de Janeiro, Brazil. But, in the meantime, we have FIFA World Cup coming to Brazil later this year. What do you think, will we see as high of Twitter activity during the World Cup? Tell us in the comments (or tweet us @pennapowers).]]>
Lately we’ve focused on helping clients go mobile for a simple reason, their customers are everywhere.
True, consumers are still reclining in comfortable chairs, in front of 15-inch screens with a mouse and full keyboard but they are more often hovered over five-inch screens impatiently navigating with one free hand while waiting for their lunch order.
This constant connectivity continues to grow. From 2011 to 2013 smartphone adoption in the U.S. has increased from 36 percent to 61 percent due to more economically priced models. Tablet users have also grown for the same reason.
“At Google, we believe that constant connectivity represents a sociological shift in how users relate with both the digital and physical world,” Google’s The Mobile Playbook explains. “Businesses that understand this will win.”
We agree that understanding the mobile audience is the first step to building a strategic plan to reach it. This post is the first of a “Going Mobile” series to discuss the ins and outs.
On a high level, mobile consumers are typically busy and on-the-go, looking for convenience and impatient with obstacles between them and what they are looking for. They are usually navigating smaller screens and are less apt to input text. As shown in our The Future of Your Brand Is Here video:
What do you prefer in a mobile websites or apps? Let us know in the comments.
Sources: Adobe, eDigitalResearch, Google, InMobi, Mobify]]>
More likely than not, your job title is not “Proofreader.” But it is just as likely that your position requires at least a little bit of proofreading, which does make it… your job. In communications, it is obviously a huge part of what we do and is a very important part of the process. So here are some quick tips on how to make the most of it.
Choose a style guide and stick to it: You will run into a lot of circumstances where there is not really a right or wrong answer. Choosing a style guide will give you an answer to most of these questions and eliminate a lot of confusion.
Watch for the most common mistakes: According to The Every Day Writer, these are the top 10 most common writing mistakes made.
Know the proofreader’s marks: Being able to properly mark-up a document can go a long way. When the editor receives that paper, they will know exactly which changes to make, and that saves a lot of time.
Know the writer: It isn’t always possible, but if you are proofreading for the same writers over and over, be sure to make note of common mistakes that they make. The better you know their writing style and tendencies, the easier it will be to catch everything.
Look for formatting as well as spelling and grammar: Some key things you can check for are:
Read like you’re from another planet: You might know exactly what the writer is talking about but will the intended audience? The readers may not know your industry terminology, so be sure that everyone can understand what is trying to be said.]]>
Pinterest recently surpassed email as the third most popular channel for sharing content, right behind Facebook and Twitter. Email has been around since the 1960s and has been steady in its success since conception. So how does a three-year-old site surpass a method that has worked for many years?
It comes down to evolving consumer preferences. Today there are hundreds of social networking websites to choose from and each of those channels has a specialized use. Pinterest wasn’t created so that you can keep up with your friends or communicate important messages quickly, it was created specifically for content sharing. After taking a look at my inbox, I was actually surprised that Pinterest did not pass email sooner. Almost none of the emails I have received over the last year were for content sharing.
The last three content-sharing emails I received (all from my mom):
On January 1: “Seldom Seen Flowers”
On December 16: “Remember” – an E-Card
On October 1: “Dogs and Cats”
I remember laughing at these emails, because I had already seen them on Facebook, Pinterest or Instagram. But not every demographic is open to using multiple forms of social media, which is partially why it took a little time for Pinterest to move up past email.
Pinterest’s new-found stature is great news for advertisers. The more content shared, the more chances for you to get your product in front of more people.
Email may have lost in content sharing, but it still has its use, without a doubt. I use it every day at the office. As a matter of fact, I have sent more than 7,000 emails this year. It is key in professional communication and can be very useful for advertisers as well:
What are your thoughts on email falling in the content-sharing ranks? Let us know in the comments.]]>
Undeniably, content marketing has taken the lead in how we communicate. More than 27 million pieces of new content are created daily. And beyond the mind-boggling number, it has earned this stature because of its value. Never before have we been able to connect, interact and deliver in the way that they want it.
For marketers, self-publishing can eliminate many barriers and waste to directly communicate ideas and information, build trust, create awareness and build relationships. But the biggest advantages are in its power to convert consumers into taking a desired action—and then (the holy grail!), measuring and tracking the impact of that action.
Creating valuable content is the first step. Once you set your strategy and objectives for what your content needs to accomplish, build your editorial content calendar by:
Next, get it out, but mix it up. The key is to get your content out to the many, many places where people are already spending their time. Use:
Millions of pieces of content are created each day and have the potential to be shared billions of times.
How are you planning to incorporate content marketing into your communications this year?
Many companies choose to outsource their online advertising to a digital media agency. That is fine.
Many companies receive monthly banner ad reports and do not know how to read or measure them. That is not.
This article will walk you through six essential elements that should be included in a banner ad report:
1. Average CTR, CPM and CPC for display ads. This will vary on how targeted your advertising campaign is, but below are the standard metrics that any digital media agency should be hitting:
a. CTR – .10% or higher
b. CPM – $3 to $10 depending on the site
c. CPC – $10 (assuming a maximum $10 CPM and .10% CTR). A site over a $10 CPM should be delivering a higher CTR.
2. Screenshots. It may sound trivial, but this is a good way to test that your digital agency is running the correct creative on the types of sites you want them to run.
3. Site list. If you are running through an ad network, which is a network of sites, are you receiving a report of what sites those are? We’re not talking a sample list, but an actual list by impressions of where your ads actually showed up. Ask them.
4. AdWords optimizations. If your digital shop is monitoring your AdWords campaign, you should be receiving a report of all the changes they are making. Hopefully these changes helped lower your overall costs while still maintaining quality traffic. Also, in your AdWords report you should be able to see the following:
a. Ad groups
b. Average cost-per-click
c. Click-through rate
5. Analytics tie-in. You could be receiving thousands of clicks from your banner ads, but what are your customers doing once they are on your site? Your digital agency should be able to provide you with an analytics snapshot of what visitors from each source are doing.
For example, we have run through ad networks with very low CPMs, received lots of clicks, but then the average user spent 0:03 seconds our site with 100% bounce rate. Sure, lots of visitors but none that mattered.
6. Summary of performance. If your digital agency provides a summary and next steps, it means that they are actively working on your campaign. If you receive an automated report from their ad server that has clearly not been formatted, then likely they have your campaign on autopilot and haven’t looked at it at all.
These six steps should ensure you are getting what you pay for in your digital media agency.
These are all standard reports, but may vary based on your advertising budget. As a note, this article does not include metrics for lead tracking. If you would like more information on how to set up or monitor lead tracking, please contact us directly.]]>
On Saturday, PPBH was awarded five ADDY awards from the American Advertising Federation of Utah (AAF-Utah) as part of the annual American Advertising Awards. We’re proud of the work we do at PPBH and are excited to be recognized for our creative and digital work on these projects:
Great job to our creative and digital teams for their work on these projects and everything else that comes through the shop. Nice work!]]>
You see it everywhere, people are obsessed with their phones. They shop with them, work from them and keep them by their bedside. In fact, it might just be the one thing they can’t live without. See why mobile is the future of your brand.
To learn more about how we can take your brand mobile, contact: