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It is possible to create a lengthy scroll of every available digital marketing technique and hear plenty of suggestions but there are a few essentials that remain competitive across the board. The following are some of the digital marketing methods that will pass the test of time.
SEO is an important part of digital marketing because of its ongoing complexity. The algorithms of Google might still be a little confusing but you can simply grasp how the concept works. It requires an expert who can help you fully realize the best strategies of SEO that can work for you. One recent strategy involves SSL certification which impacts SEO results. Google suggests a switch to HTTPS since HTTP pages are not deemed secure enough. It is therefore essential to update your website with the HTTPS designation so avoid ranking low on search engines.
This is usually abbreviated as SEM and is a form of internet marketing that uses paid ads to improve visibility on search engine results page (SERP). To achieve this, Google Adwords and search/paid ads are used. Google makes their AdWords easy to use through their attention to customization. You can easily customize your ads to fit the exact audience that you want to reach, depending on the business style. Google makes it even easier with localized ad capability, plus superior metrics to track how well your ads work. Other paid ad opportunities also include social media ads.
Content marketing is one of the biggest ways of attracting targeted audience by simply making it valuable, relevant and consistent. Focus more on creating content that address the major concerns and also bring a solution to ‘problems’ that your potential clients could be facing. It is no longer advisable to use shortcuts of black hat SEO tactics to move to the top of search engines, since the algorithms of Google keep changing. To succeed in content marketing, focus on mobile content, native advertising, influencer marketing as well as marketing automation. 50% of all global devices are smartphones and you would therefore want to take advantage of that and use automation tools that send content to prospects on their mobile devices at just the right time.
Remarketing is also a critical technique of digital marketing. It involves going after prospects again with more content especially if they did not respond to your ads and/or persuasion the first time. You can easily track these visitors through cookies and creating new ads on your site and other related sites. The information you get from your site visitors can help you tweak your ads to match their needs. Remarketing ultimately helps in staying more engaged with prospects, improves brand awareness and increase conversions in the end. Remarketing can also help you gain customers from your competitors.
Having a website is not enough. Is it responsive? A responsive website is one that can be reached through various devices, including mobile gadgets. Reaching customers on mobile is slowly becoming the standard now, and it is going to stay that way for a long time. It is important to make your website conform to the mobile screen requirement. That is one major part of digital marketing. While at it, also take note of AMP (Accelerated Mobile Pages); which a new open source code that help web pages to load faster on mobile. Google gives precedence to websites that use AMP, so it important to take note of it.
The Computer Society of Kenya (CSK), annual awards gala, named Kenya ICT Excellence Annual Awards under the theme, “Making ICT central to the Big 4 Agenda in Africa,” took place on Thursday, 18th October, 2018 at Radisson Blu Hotel, Nairobi. The event which started at 7.00pm saw a number of ICT companies win awards in different categories. This year’s annual awards gala was the 23rd of its kind. The National Chairman, Computer Society of Kenya, Dr. Waudo Siganga, had the pleasure to invite all the participants in the event. “The main purpose of these awards is to recognize and appreciate exemplary performance by companies in the ICT field, who show consistent excellence and demonstrate integrity as well as a strong commitment to their values,” he noted.
The CSK Excellence Awards ceremony is a high level gala organized yearly to attract the patronage of government as well as business leaders. The 2018 Awards gala was expected to host quite a number of senior guests with a wide range of press and media coverage. It is a perfect opportunity for ICT companies to showcase their capabilities to new and existing clients. This one of a kind event appreciates companies that have showcased exemplary performance over the last 12 months.
Among the winners of this year’s CSK Awards was Kenyaweb.com Ltd, which proudly walked away with two awards, under the categories of Software Solutions Provider of the Year and ICT Consultancy Firm of the Year. Kenyaweb.com Limited, which has been in operation since early 1996 under the name Form-net Africa Limited, has established itself as one of the largest Internet Service Providers (ISP) and World Wide Web consultancy in Kenya. Kenyaweb strictly adheres to good business practices and follows all rules and regulations as well as standards for online content publishing. Apart from the head office in Nairobi, Kenyaweb has an office in Mombasa at New Canon Towers. For more information, visit www.kenyaweb.com
The way people use the internet continues to evolve every other day and digital marketing evolves with it. There are new marketing trends that constantly come up every other day, forcing marketing professionals to be on the watch out for the trends that might come up soon, or what they need to try out next. Marketers use a lot of time, trying to chase every trend that comes up, which might be exhausting at times. The hustle also comes in identifying the trends that are worth pursuing, but the five digital marketing trends listed below are here to stay:
i. Personalized Marketing
The greatest goal of any form of marketing, not just digital marketing is to reach the right person, with the right message and at the right time. The changing technology has made this goal to be reachable and bring in more results! It is a fact that most consumers will buy a product when they have a personalized experience with a brand. A marketer should therefore, ensure that they create a personalized message in order to reach the exact prospects, who are relevant, based on their interests and needs, and/or demographic data, age range, gender and to some extent their job title or industry, especially for B2B type of marketing. It is also possible to deliver your message(s) to people who have recently visited your website by using the metrics provided by Google.
ii. Account Based Marketing (ABM)
Instead of casting a wide net and hoping someone out there sees it, you can take advantage of account based marketing and instead, focus your energy and budget on a shortlist of businesses that fit right with the product/service you are offering. Mostly used in B2B setups, the idea of account based marketing is to simply identify companies that are a perfect target for the type of product or service, and focus your marketing efforts on them only. This form of marketing actually pays; 2017 research on ABM results state that 97% of marketers have a higher ROI with ABM than other marketing activities. ABM is known to help marketing and sales to jointly obsess over how to pursue, establish and grow long term relationships with selected clientele.
iii. Influencer Marketing
The major challenge that most marketers face is how to package their product and put it out to people and have them translate the message as intended. The good news however, is that you can use some content promotion strategies to expand the reach of your marketing and one way, which has proven to be effective over time is use of influencer marketing. Influencer marketing is slowly growing in popularity and a high percentage of marketers who do it say that it works. By partnering with relevant influencers, you get a chance to reach a new audience - that is the audience of the individual you choose to work with. Chances are, a consumer will always trust a thrid party's opinion about a brand and you also benefit from the trust that infuencer has built with their audience. If you haven't tried influencer marketing, this could be the right time to plunge in, albeit with thought and strategy.
iv. Voice Search SEO
Marketing trends are hugely dependent on how people make use of search engines. In the digital marketing world, SEO has become a huge part of it and with the advent of mobile phones and other smart home devices, one of the biggest trends is voice search. Voice search is a speech recognition technology that allows users to search by saying terms aloud instead of typing them into the search field. ComScore estimates that 50 percent of all online searches will be performed by voice search by 2020. Voice search is a game changer for SEO since it only displays the top search result, unlike the usual search results that display items on the first page. In the recent past, getting on the first page was the big goal, but now for many reasons, only the number one slot matters. For this reason, voice search should now be part of every content strategy.
v. Mobile Marketing
Mobile marketing should come as no surprise to anyone who has been keen on the changing trends. A lot of people spend hours a day on their mobile devices, and browsing from these devices has become the norm. At this point, it’s a given that mobile matters, yet prioritizing mobile in your digital marketing strategy is still a good way to get a competitive advantage. For this reason too, it is important to have a responsive website - one that can be viewed from any device, whether a desktop or a mobile device. Ensuring that your website is mobile friendly is one way to increase website conversions, since consumers can reach you from any device they choose to use. Once you have a responsive website, you can now incorporate other mobile marketing techniques like mobile friendly ads, location based ads and mobile apps. Treat the mobile experience as just as important as desktop, or even more so.
Granted, certain digital marketing trends are easy to adopt than others, but that should not stop a marketer from adopting what woud add value to their marketing efforts. Carefully consider which digital marketing trends are suitable for your business and adopt them as soon as you can. Incorporate them into your marketing plan because knowing about them won't help until you put that knowledge to work.
SSL, which stands for Secure Socket Layer, is a protocol used to secure a connection between a client and the server they are using to send information. SSL certificates are tiny data files used to digitally bind the details within an organization. It is an installation done on a web server, activating a padlock and allowing secure connections from a web server to a browser. SSL works by using a cryptographic system that uses two keys to encrypt data. Basically, SSL is used to secure credit card transactions, data transfer and logins, and just recently, it has become a norm to also secure social media sites.
SSL certificates are used to bind together a domain name server name or hostname as well as an organizational identity, like a company name, and location. In order to initiate a secure session with browsers on your web server, you need to install the SSL certificate. Once the secure connection is established, all the web traffic between the server and the browser will be deemed secure. So what does a website with as SSL certificate installed look like? Well, when a certificate is installed successfully, the application protocol, which is also known as HTTP, will change to HTTPS, where the S stands for ‘secure.’ When you visit a website with an SSL, depending on the browser you will either notice a padlock or a green bar in the browser, depending on the type of SSL certificate it is or the type of browser you are using.
SSL is the backbone of your secure Internet and it protects your sensitive information as it travels across the world's computer networks. SSL is essential for protecting your website, even if it doesn't handle sensitive information like credit cards. It provides privacy, critical security and data integrity for both your websites and your users' personal information. When SSL certificate is used, the information that is sent across becomes encrypted that only the sender and recipient are able to access it. Thus protecting is from hackers and other internet fraudsters. Some of the main advantages of SSL certificate include:
The main purpose of an SSL certificate is to protect sensitive information on the internet. This, it does by encrypting information like passwords, account details or cardholders’ information for e-commerce websites. The internet is a chain of computers that communicate with each other, and without an SSL, all the computers in a given network can access all the information being passed through that network. However, with an SSL, all the information, sensitive or not, will be encrypted and can only be viewed by the sender and intended receiver of the information sent. Encryption prevents hackers and identity thieves from accessing your information.
Google recently updated its algorithm and added an SSL secured website as one of its ranking factors. To get the ranking advantage with Google, ensure that your website is secured with SSL certificate and that your URL starts with a secure protocol (https). Having SSL certificate also improves the way potential clients perceive you. It is one of the trust elements that online users look out for. Online business is about trust; once a user trusts you, they will be able to transact with you. When online users see the secure protocol on your website’s URL, they will be less worried about the security of the information they will share with you and will effectively engage with you.
There are so many fraudulent activities that go on over the internet every day and sometimes it becomes difficult to identify an authentic website. There are a lot of phishing sites that are almost a perfect replica of the original one. These sites have countless techniques of luring you into providing them with all your sensitive information. SSL certificate can easily identify what naked human eye cannot, thus ensuring that the fake websites are kept out of bay. It is impossible for fake sites to acquire SSL certificates and having one on your site protects your website from phishing attacks and other kinds of fraud.
Online users are becoming more aware of their security as the days go since they share a lot of sensitive information such as bank passwords and other personal details, in a cloud platform. In order to secure such data and convince your users of the safety of their information, having SSL certificate will ensure data protection. SSL certificate increases the trust that online users have for your website and they are able to verify your authentication. SSL confirms that your business is legit and that it is authenticated to perform secure online transactions.
The primary reason for installing SSL is to keep safe all the sensitive information sent across the internet. It is encrypted in a manner that only the intended recipient can understand it. Because the information you send on the internet is passed from one computer to the other, before it gets to the destination server, it is important to encrypt the information, because any computer between the sender and the recipient can be able to see private information like credit card numbers, usernames and passwords, etc.
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