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10 Second Takeaway:Search marketers are going to talk about micro-moments for the next year. It’s that point when someone has an immediate information need. It’s served on mobile.
 
Only 32% of email is opened on a desktop computer says email company Movable Ink. More email is opened on iPhones than on computers, the company’s latest report says.

Super-smart local marketer Greg Sterling wrote a nice analysis of the study. We share his bottom-line finding: marketing emails (the kind reported on in this study and that you’re reading now) are likely now and more likely in the future to be read on smartphone.

Micro-Moments
Target calls it “new front door to the store”. Google says mobile “near me” searches grew 2.4X in the last year. And Google says 82% of shoppers use their phone in a store. 

The good news: those people spend more. Google does a nice writeup on 5 Ways Consumers Connect to Stores via Mobile at this article.

This is the type of display that shows on the right side of Google results when Google’s Knowledge Graph is available. In this case, people likely see this information when they type silver beacon marketing as their search phrase.

Word came out of Google this week that these cards are now editable by the organization. It’s a big and very welcome change to branding your organization online.

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mobile marketing
Mobile marketing Charts put together a very important chart for anyone who sells products or services online. Of 1.6 billion users active in a month, more than 800 million accessed Facebook only using mobile. Your content and advertising must reflect this new reality.
mobile marketing
You may have heard that the growth in paid search advertising is slowing. Kinda.

The growth rate in paid search is slowing but is quickly being replaced by growth in mobile search. Adobe has all the data in an article examining the trend. If reading about marketing mix is your thing or you like numbers, you’ll love this article. 

mobile marketing
Alan O’Rourke is the Marketing Director at WorkCompass, an HR firm in Ireland, and just wrote one of the best content marketing pieces I’ve ever read. It comes complete with a workplan and yummy infographics. 

 

mobile marketing
LinkedIn annoucned its ad network is going away after disappointing result. The professional networking site is going all-in on “sponsored content”, what the industry calls “native advertising”? You may have called this content advetorials or placements. Bottom line: stuff that promotes something to look like an ad. It’s the hottest marketing medium now and even news organizations are involved.
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Google changed its Webmaster Guidelines this week. The search company issued new instructions about using encrypted web pages, mobile friendly content, accessibility, and lots of technical pages. Our motto: do what Google says because it’s hard enough to be successful without fighting them.
Those icons are part of the new Facebook Reaction buttons that will supplement the Facebook LIKE button “in the next few weeks” after testing in Ireland and Spain. The Facebook like button is clicked 6 billion times every day. It’s a treasure trove of data–and now users will sort those billions of interactions for Facebook.
Facebook also announced that last year’s revenue was nearly $18 billion. That gives Mark Zuckerberg (above) plenty of reasons to smile. Profit? A measly four billion dollars.

QZ, a popular digital business blog, did some rough calculations by continent and found that each North American account was worth $41.65 in revenue to Facebook. It’s a simple calculation that shows the power of Facebook advertising.

Google’s John Mueller is issuing guidance for websites and small businesses nearly every week. In Tuesday’s online chat, he announced that Google would pick a shorter URL (web address) if there were two pages with similiar content and ranking signals. We’ve always advocated for short, simple, and descriptive URLs. Now there’s an even better reason to continue advocating for them.