Tag Archives: mobile

Viral email campaigns

The broader your digital marketing campaign is the more successful your company will be. Viral marketing, introduced by Steve Jurvetson and Tim Draper in 1997, is the quickest way to increase awareness, sales or profit.

Components of viral campaigns

Analysing the negative emotions of passed along emails allows marketers to improve the ‘viralability‘ and success of email campaigns.

  1. Make sure the message is relevant to the recipient
  2. Increase trust by allowing recipients to be easily taken off email lists
  3. Make email messages as personal as possible. Names and locations are a great place to start.
  4. Keep messages simple. Simplicity is complex enough.

Each paragraph needs to be written critically and make sense in its own right. Keep critical writing interesting by, for example, including interesting points and questions within the body of text.

Depending upon the email campaign it may be appropriate for a company to complete a good deed to further increase email campaign success: Good deed emails have the highest percentage of email forwarding.

Formats and viral campaigns

Any format can go viral. Text viralability, for example, is possible so long as the text and message is clear. Textual tweets are one of the most effective examples of virability because a short message, with a clear focus, can receive lots of favourites and retweets. Emotional and thought provoking text goes hand-in-hand with viral campaigns because the impact is so great it makes you think and act.

Using other formats allows you to have more control of emotional and intellectual high and lows. Videos, for instance, allow you to control what someone sees and does not see because videos are watched sequentially: We watch videos in the order they are shown rather than skipping a paragraph to find out where a plot is going. Recently videos are incorporating short, mouse over, previews but most of us watch videos in the order they are shown.

Photo of receiving emails on mobile devices

Mobile emails. Copyright of Digitpedia Com.

HTML emails can get even more attention because of visual stimulants. Even if you are not creating viral email campaigns it is a good idea to include email signatures to your web 2.0 accounts. You are indirectly allowing the recipient to choose more than 1 communication medium to respond to you.

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  • Knight, C. (1999) Viral Marketing. Boardwatch Magazine.
  • Phelps, J. Lewis, R. Mobilio, L. Perry, D. and Raman, N. (2004) Viral Marketing or Electonic Word-of-Mouth Advertising: Examing Consumer Responses and Motivation to Pass Along Email. Journal of Advertising Research. pp. 333 — 348

Teenager’s digital marketing campaigns

74% of adults and 93% of teenagers go online. Teenagers are more connected because of higher internet penetration, due to statutory bodies’ internet use, so digital marketing can reach a largely engaged audience.

Teenagers and digital marketing

Digital marketing uses technology to convey a message, using the web as a communication medium, to existing and potential customers. If, however, you are hoping to gain young customers then digital marketing is much more effective than traditional marketing. Mobile digital marketing, furthermore, is a basic requirement if your target group is teenagers.

When using search engines teenagers have different user behaviour than adults. Teenager’s use up-to-date slang so think about linguistics and slang terminology for your campaign.

A fun, teenager friendly campaign

Fanta launched a fun digital marketing campaign. Maximising positive emotions by using, for example the word “play”, online games and excellent use of colours, Fanta’s campaign was a great fit for a teenage market.

A word cloud on marketing terms

Marketing word cloud. Source: David Erickson.

Keep it cool and fresh

Look at how quickly the fashion industry moves and you will see that being fresh simply pays off. Young people not only like fresh and new things but they are more likely to place more interest on cool campaigns. Outstanding videos, funny content and, for instance, engaging mobile apps with a fresh look all add to the coolness of a digital marketing campaign.

Depending upon who and where your niche market is, thinking outside the box with creative ideas helps boost your coolness. Do not overdo it though. Young people have different attention spans and a busy webpage can be off putting.

Coca Cola are an effective teen marketing example. Simple adverts, a memorable product and clear communication all contribute to Coca Cola’s marketing success. Coca Cola is also a cool product and, more recently, Coca Cola kept fresh by personalising popular names on cans. Keeping a fresh and cool brand is key to marketing success.

Think social media

A Morgan Stanley report found that teenagers use a bigger variety of social media compared to adults. Using a range of social media is key to successful campaigns.

If you are going to launch campaigns as part of your teenage digital marketing campaign it is worth implementing market research for your market. What sports are popular in your area? What is your ideal target age group?

What to include in a teenage digital marketing campaign?

  • Carry out market research to know your audience;
  • Research relevant slang and focus on linguistics;
  • Use positive emotional designs;
  • Be fresh. Be cool;
  • Engage your young audience. Get a mobile app too;
  • Use clear communication;
  • Be on and use a wide range of social media;
  • Make your campaign mobile. Don’t just rely on digital.

Enhance your campaign by using the above points. A connected audience will help boost your digital trust and authority, for example, by having a lot of views or by gaining a lot of mentions and retweets.

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  1. Doeller, R.J. (2010) Marketing God to Teens: Branding Without Dismantling. Xlibris Corporation: USA.
  2. Pew Research Center. (no date) Teen and Young Adult Internet Use. [Online] [Accessed on: 25th November 2013]
  3. Plant, S. (2006) On the mobile: The effects of mobile telephones on social and individual life. [PDF]

Easy ways to optimise your website

Overview: Optimising your website*

Appearance of search results
Create excellent titles, use a descriptive content-focused domain name and file name structure
Use the alt=”A photo of…” attribrute alongside short captions for every image
‘Content is king’
Focus on creating quality, up-to-date and unique content.

*Adapted from (Schwartz 2013: online).

For more tips read what can I do to improve my SEO.

The future of search*

  • Augmented reality
  • A variety of search engines
  • Mobile, localised search

*Adapted from (Mashable no date: online).

It is clear that search engines are becomming human-like programs. They can identify quality, relevance…. Optimising your website will allow you to rank well and allow your users to have a good user experience. Search engines still have a long way to go (i.e. identifying infringed copyright and displaying correct and maintaining up-to-date localised search results).

(Twitter) @GeraldMurphySEO
(WordPress) A blog about search engines. Search “gerald murphy seo”


  1. Mashable. (No date) Future of Search Series. [Online] [Accessed on 27th March 2013] http://mashable.com/category/future-of-search-series/
  2. Schwartz, B. (2013) Google’s 3 Steps To Optimizing Your Web Site (One Page Cheat Sheet). [Online] [Accessed on 27th March 2013] http://searchengineland.com/googles-3-steps-to-optimizing-your-web-site-one-page-cheat-sheet-151619

Responsive Web Design: Alternative and important views

Challenges with Responsive Web Design*

Time and effort
Designer sketches, such as wireframes, need to take designs into each application. Clients on a tight timeline may not have the time to wait for RWDs
Devices will always be different
“…there will always be one of two devices which won’t translate”.

Is it the right choice?
If a site uses and relies on flash, clients may wish to limit all the content on all mobile devices. RWD does not allow for this to happen.
Media queries
Media queries allows the device to know what screen size and resolution is being used. If the web browser, however, does not recognise media queries then the page will be incorrectly displayed.

*Adapted from (Elle 2012: online).

SEO and responsive web design

The connection of SEO and RWD is clear but it is important to be aware of the alternative, if not negative, viewpoints because an SEOs job is to ensure they give the searcher, and user of technology, the best experience to obtain the highest possible rankings.

Some problems with RWD

Many, not all, responsive websites: have poor information architecture (e.g. Microsoft and Disney); are slow and don’t delight users with mobile only features (i.e. creating an app-like experience). Some of Meunier’s (2013) work, however, is not accurate. Mobile specific keywords, for example, are the same for desktop/laptop users. Arguably the only difference is that mobile searchers do not search for a lot of specific searches on their mobile devices because they carry out broad informational queries.

RWD is still in the early stages

RWD is approximately three years’ old: RWD is still in the early stages of the systems lifecycle and it still have a long way to go (i.e. becoming the fastest browsing experience).

I hope you realise that this post has not been intended to give RWD a ‘bad name’ or put someone off a RWD but I do hope you think about the negative viewpoints whenever you are thinking about what is best for your user.

Posted by: Gerald Murphy
(Twitter) @GeraldMurphySEO
(WordPress) A blog about search engines. Search “gerald murphy seo”

It is hoped that this post will help answer the following question: Are there any negative aspects to responsive web design? This post is, therefore, not saying RWD is poor. Knowing the disadvantages allows you to make the right decisions for your client/s.


  1. Elle [No surname] PS Print. (2012) 4 CHALLENGES WEB-DESIGNERS FACE WITH RESPONSIVE DESIGN. [Online] [Accessed on 30th March 2013] http://is.gd/TNtooy
  2. Meunier, B. (2013) How Common Are SEO Problems With Responsive Web Design? [Online] [Accessed on 04th April 2013] http://tinyurl.com/d9ggyma

Responsive Web Design and Search Engine Optimisation

Responsive Web Design was coined by Ethan Marcotte, in his article “A List Apart”, in 2010. Marcotte claimed that mobile users of his article would surpass desktop usage within three to five years (Mellone and Williams 2010:121).

What is Responsive Web Design (RWD)

RWD ensures your user enjoys the best, and an optimal, experience whenever they visit your website (Sharkie et al :ix). It is, therefore, user-focused because the user is at the forefront of your design: Your website adjusts to a users’ desktop/laptop, graphics tablet and/or smartphone.

RWD and search engine optimisation

  • With RWD you only need one SEO campaign because you do not require a separate one for a .m (mobile) version of your website.
  • RWD also adds to the user experience because a users’ device is adapted to have the best possible experience.
  • RWD and SEO, additionally, allows your website to be used by mobile searchers. In other words, mobile momentors can search for a term and view your website on their mobile. This is important because mobile search is going to be the future of search.

83% of tablet owners use their device whilst watching TV

Moth (2013) identified that 83% of 6500 people used their graphic tablet while watching TV. This suggests that RWD will remain very important to give mobile users (i.e. smartphone, and graphic tablets) a comfortable experience as they visit your wesbite.

What do people do on their graphic tablet?

Work / Business*
73% browse the web. 69% access their e-mails. 67% remotely work from their graphic tablet.
Home / Personal*
78% browse the web. 74% access their e-mails. 74% play games on their graphic tablet.

*Statistics from (Visual.ly 2013: online)

What is the connection of RWD to SEO?

So if more and more people are using graphic tablets, and other mobile devices, it is clear that RWD enables a website to be found, accessed correctly and protrayed in the most positive light: A comfortable user experience could help with sales, or page views, because the website has a good user-focused design. SEO is becomming local, RWD goes hand-in-hand with SEO because the latter allows your website to be displayed correctly whilst the former allows this formatted website to be found by mobile users.


  1. Moth, D. (2013) 10 interesting digital marketing stats we’ve seen this week. [Online] [Accessed on 29th March 2013] http://alturl.com/v5az4
  2. Mellone, J. T. and Williams, D. J. (2010) ‘Applying best practices in web site redesign: the Queens College Libraries experience.’ OCLC Systems & Services. 26(3) pp. 177 — 197
  3. Sharkie, C. and Isher, A. (2013) Jump Start Responsive Web Design. VIC Australia: SitePoint Ltd.
  4. Visual.ly (2013) 2013 Mobile Business Predictions. [Online] [Accessed on 29th March 2013] http://alturl.com/3j8ak

Mobile search and responsive design

Mobile search has increased by 500% in the past two years and by 2016 the use of mobile data traffic will increase in Europe by 84% (34SP.com 2012: online). But what does this mean for website design companies, SEO specialists and other user’s of the Web?

Search is going mobile

We are now using our mobile more and more and we will be using them even more with time. If we are using mobiles more then we are more likely to use mobile search more. We might search for a term we have not heard of before, or quickly check the opening hours of that store we are planning to go to, for example.

What if a mobile searcher finds your website in a SERP? Is your site mobile friendly?

Responsive design: clever technology that adapts to your device

If you are a business, or are a user trying to promote your website online, you will need to consider getting a new website with responsive design. Responsive design, in a nutshell, allows people to vist your website on a desktop computer, laptop, graphics tablet (e.g. Apple’s iPad) and a smartphone. Your site will change depending on what device a user is viewing your site on.

Nuts.com (as in almond and peanuts, of course!) is an e-commerce website that has been created using responsive design. You are best trying to access this site yourself to enjoy this technology. Open it up on your smartphone and laptop, see the difference?

These technologies put the user first and search engines second. Search engines like user focused websites.

So next time you upgrade your website, or would like to get a fresh look — you should consider responsive design. Make mobile searcher’s jobs’ easier; allow them to view your site on their mobile.


  1. 34SP.com. (2012) Will the Mobile Internet Overtake the Desktop? [Online] [Accessed on 19th Feb 2013] http://www.34sp.com/blog/chit-chat/will-the-mobile-internet-overtake-the-desktop/