Weekly Marketing Technology News

Eye Tracking on Google SERPs and More Articles

News travels fast and there’s a lot of it out there. It’s easy to miss something relevant and important. Let us help!

Ever Friday, we publish the most relevant and important articles in a series of highlights for Business, Web, Technology, SEO, Marketing and Social Media. To read the full story, click the headline of each article.

Here are some articles you may have missed for the week of October 24, 2014.

Business Highlight

The Secret to Getting More Repeat Customers
Duct Tape Marketing by Rachel Daley

So you’ve made a sale. “YES! I sold my product! Ultimate goal met!”

Mmm… not quite.

One of the most critical post-sale mistakes is to assume that your job is done once you make the sale. What if I told you that you can turn that one sale into repeat sales to grow your business?

Turns out, what you do after the sale is just as important as what you do before. The ultimate success of your business depends on a strong, personable relationship with your customer base to build trust. Customer trust leads to customer loyalty, which leads to customer recommendations, which means more customers!

So how can you get the most out the sale you just made?

Web Highlight

Hybrid Mobile Apps: Providing A Native Experience With Web Technologies
Smashing Magazine by Patrick Rudolph

According to a recent report, HTML is the most widely used language for mobile app developers. The main reasons among developers for selecting web technologies are cross-platform portability of code and the low cost of development. We’ve also heard that hybrid apps tend to be sluggish and poorly designed. Let’s prove whether it’s possible to deliver the native look and feel that we’re used to.

This article provides many hints, code snippets and lessons learned on how to build great hybrid mobile apps. I’ll briefly introduce hybrid mobile app development, including its benefits and drawbacks. Then, I’ll share lessons I’ve learned from over two years of developing Hojoki and CatchApp, both of which run natively on major mobile platforms and were built with HTML, CSS and JavaScript. Finally, we’ll review the most prominent tools to wrap code in a native app.

Technology Highlight

Finally, an open-source smart toothbrush with a subscription plan
Engadget by Timothy J. Seppala

If you ever thought to yourself, “Self, I need a crowdfunded toothbrush that tracks my oral activities,” you’re in luck. The folks at Goodwell estimate that we’ll each go through some 300 toothbrushes over the course of our lifetime. As such, it wants to do its part to wage a war against the “planned obsolescence” of traditional fang-cleaning apparatus. For just $69, you get a hollow aluminum handle with a compostable, replaceable, charcoal brush head — even with a $79 subscription for replacement parts that’s still cheaper than Oral B’s SmartSeries. If you’re feeling even more spendy though, you can get what’s known as the premium kit, which comes with screw-on flosser and tongue-scraper accessories, costing $89.

SEO Highlight

Eye Tracking in 2014: How Users View and Interact with Today’s Google SERPs
MOZ by Rebecca Maynes

In September 2014, Mediative released its latest eye-tracking research entitled “The Evolution of Google’s Search Engine Results Pages and Their Effects on User Behaviour”.

This large study had participants conduct various searches using Google on a desktop. For example, participants were asked “Imagine you’re moving from Toronto to Vancouver. Use Google to find a moving company in Toronto.” Participants were all presented with the same Google SERP, no matter the search query.

Mediative wanted to know where people look and click on the SERP the most, what role the location of the listing on the SERP plays in winning views and clicks, and how click activity on listings has changed with the introduction of Google features such as the carousel, the knowledge graph etc.

Mediative discovered that, just as Google’s SERP has evolved over the past decade, so too has the way in which search engine users scan the page before making a click.

Marketing Highlight

Seven Skills Marketers Need to Succeed [Infographic]
MarketingProfs by Verónica Maria Jarski

What are the most important skills that a marketer needs?

The following infographic by Formstack highlights seven skills that companies expect from their marketers.

The ability to understand data ranks high on the list. “Research predicts a shortfall of up to 1.5 million data-savvy managers by 2018,” Formstack states.

Technical skills, such as basic coding or video production, also make a job applicant more desirable. “Two of four new marketing hires will require technical skills,” according to Formstack.

Knowing how to get along with others (“soft skills”) also can help a job applicant get hired. Being able to communicate well and to be flexible is crucial to being an excellent colleague.

Want to know more about what companies want in marketers? Check out the infographic!

Social Media Highlight

Twitter Benchmarks by Industry
MarketingProfs by Ayaz Nanji

Companies are attracting an increasing number of consumers on Twitter, with brands recording an average of 43% increase in followers last year, according to a recent report from ExactTarget Marketing Cloud.

Four industries in particular significantly increased followers in 2013: technology and manufacturing (up 93%), retail and e-commerce (75%), CPG (55%), and financial services (55%).

[Inside], key findings from the report, which was based on data from 3.6 million tweets (paid and organic) sent in 2013 by companies in 15 industries.

 

What did we miss?  Let us know what news got your attention this week in the comments below.