Universal search changes the rules for Q4 search marketing, says OneUpWeb
Online holiday marketers take note: universal search and the way search engines can now pull from web content ranging from text to videos to blog sites to populate search results is changing what it takes to succeed at optimizing a site for search, according to search engine marketing firm OneUpWeb. “Video, podcasts, blogs, discussion boards, product reviews and social networking sites can improve online holiday sales. These tactics can and should be integrated now into holiday marketing plans,” says CEO Lisa Wehr.
A new OneUpWeb report, “Secrets of Social Marketing,” examines how 12 leading retailers and consumer goods manufacturers have prepared for the fourth quarter by integrating social media applications into their online marketing mix, with the goal of improving holiday sales. The products and retailers studied – ranging from Coach to Target – have embedded social media into their web sites, setting a pace that competitors haven’t necessarily matched, according to the study report.
For instance, the web site of Caribou Coffee misses out by not incorporating the social depth online of competitor Starbucks, whose web site includes podcasts, videos and blogs.
OneUpWeb says some social tactics could fare better than others in the holiday shopping season, anticipating some hits and some misses, for example, with “exclusive” online communities and private social networks centered around products. Wehr’s hunch: more winners than losers on such applications, especially where such activities are designed for children. What keeps a child’s attention past the 10-minute mark, and keeps them busy and safe online, is sure to win with parents and kids alike, according to the report.
OneUpWeb’s report also expects web sites to use video more frequently for holiday marketing this year. And retailers can expect consumers to be increasingly interested in providing their own video input.
“We expect that consumers will be demanding even more than video content as the holiday season progresses. Consumers will likely be shifting to forums that allow video postings such as blogs and social networking sties,” notes the report.
OneUpWeb plans to follow its initial report with a post-holiday analysis of what part social media actually played in this year’s holiday shopping season online.
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