In our blogosphere recap we examine four blog posts from last week that introduced how mobile SEO is critical for ecommerce, the effect of celebrities in driving traffic to websites, brands responding to Twitter complaints, and tips for location based mobile marketing. Below are some of the highlights from these articles:
- Forty-six percent of respondents who visit a retailer’s mobile website do so to research prices, while 36 percent browsed the web for coupons and other offers.
- Justin Bieber proved the incredible social power of an individual with 13.5 million Twitter followers and 33 million Facebook “Likes.”
- Consumers ages 55 and older are particularly expectant of a company to read their complaint on Twitter. Gen Y and Gen X consumers, who tend to be more active on Twitter, were less hopeful.
- Knowing a consumer’s location, as well as the time they’re at a specific location, is the best predictor of his or her intent to buy. Here are four tips to get started.
Mobile SEO critical as smartphone, tablet commerce, browsing increase
Brafton News | Staff | 10-24-11
A recent study found that the use of mobile SEO can help retailers and other ecommerce businesses reach prospective buyers as mobile access to shopping sites is increasing rapidly. Businesses using content marketing campaigns to improve their web visibility can implement mobile search considerations into their strategy to reach on-the-go consumers. Adding location elements into keywords can boost mobile SERP standing, since mobile search algorithms factor a searcher’s location into rankings. 
Key Takeaways:
- According to the study, 63 percent of smartphone users report having visited a retailer’s website on their handsets in 2011, compared to 53 percent from the same study last year.
- Forty-six percent of respondents who visit a retailer’s mobile website do so to research prices, while 36 percent browsed the web for coupons and other offers.
- Beyond SEO, informative content is equally valuable. Twenty-percent of respondents said they use their devices to research products, rather than just prices, before making purchase decisions.
The Steve Jobs Effect, the Justin Bieber Spike
Forbes | Lewis DVorkin | 10-24-11
This article discusses SEO, SMO and the traffic on Forbes.com generated by interest in both these individuals. Everyone talks about the importance of Search and Social in the modern world of content. What hasn’t been seen much is real data tied to specific news examples — and how Search Engine Optimization and Social Media Optimization often go hand-in-hand.
Key Takeaways:
- Justin Bieber proved the incredible social power of an individual with 13.5 million Twitter followers and 33 million Facebook “Likes.” He tweeted a Forbes cover story on Sean Parker, who played starring roles in Napster, Plaxo and both the real and movie versions of Facebook.
- On Sunday, Oct. 15, almost one month after the story was first published. It produced another 96,000 page views in a two-day period and a total of 216,000 page views in a full seven days as Bieber’s followers re-tweeted it and shared it extensively on Facebook and across the Web.
- That story first went live on Forbes.com on Sept. 21, generating 131,000 page views in its first two days and 215,000 page views through the end of September (Parker appeared on Jimmy Fallon’s show about a week after the issue hit the newsstands, giving it another little traffic kick).
When Consumers Tweet Complaints, Should Brands Respond
For many social network users, Twitter is both a water cooler and a complaint department. Although most are there to engage with peers, many consumers are using Twitter to talk about their experiences with brands—and from time to time share their grievances. As more and more brands have joined Twitter, consumers’ expectation for interaction with brands has risen.
Key Takeaways:
- Consumers ages 55 and older are particularly expectant of a company to read their complaint on Twitter. Gen Y and Gen X consumers, who tend to be more active on Twitter, were less hopeful that a company would read their complaint—perhaps because they believe those expectations will not be met.
- Despite the gap between consumer expectations and brand delivery, consumers are overwhelmingly positive when brands take the time to actually respond to them on Twitter. The Maritz study indicates that 86% of Twitter complainers would have liked or loved to hear from the company regarding their complaints—and out of those who heard back, 75% were satisfied with the company’s response.
- According to a Forrester Consulting social media report commission by Dell, 58% of US marketers believe that listening and engaging with consumers through digital media will help with customer perceptions of their brand. Also, 56% said their social media efforts would aid in building long-term customer relationships.
Four Tips for Getting Started with Location-Based Mobile Marketing
Entrepreneur | Jason Fell | 10-28-11
If using a GPS-enabled device can prevent you from getting lost, just think what it can do for your marketing messages. Location-based marketing, which is using global-positioning technology to send geographic-specific business marketing to consumers over their mobile devices, is a large and growing opportunity for businesses of all sizes. Knowing a consumer’s location, as well as the time they’re at a specific location, is the best predictor of his or her intent to buy.
Four Tips:
- Allow customers to opt in. Not everyone is going to want to disclose personal information such as their interests and their location, he said.
- Be transparent. Once a customer has opted in, make sure to explain exactly how you plan to use the personal information you collect from them, assuaging any concerns over privacy issues, he says.
- Don’t resell their information. While you might be tempted to sell the information you collect from customers to third-party companies, Goodman warns against it. “Consumers will most likely see more value to your service if it’s not advertising-based and should be more willing to share their personal information with you.
- Make it easy to opt out. Don’t lock customers into a program they decide they don’t want to be in, he said. Just like any level of customer service, it’s all about keeping customers happy, loyal and making purchases.
