The potential hazards that online advertising presents for society

This is a horrible but true story. Last week, my boyfriend was thinking of buying a new Samsonite luggage and using his laptop to search for the information. He also asked me for my opinions about which one he should buy. That night, a scary thing happened. When I was using Facebook on my phone, a Samsonite luggage ad pops up! I was terrified by the situation. My boyfriend and I are not using the same account or electronic devices. The only thing we did is “talking” about the Samsonite luggage. Why did his search on the laptop cause my mobile phone to receive the ad?

One of my friends told me that if we have allowed the microphone of the devices, the system may collect the information we verbally talk about. At the same time, some of my friends were guessing that the algorithm is to send ads to all devices of the same IP. If someone searches for a brand at this IP address, then the same IP device will receive the ad at the same time. No matter which one is the real explanation of the situation, I am still worried about our privacy under the Internet.

How dangerous is the current online marketing?

Do you have such experience? When you register for a website or app, you will need to click on a button to ensure you have read through and agree with the terms & conditions.

Have you ever take a look at the terms & conditions?
Or, you will just think “Oh, whatever!” and click on the button?

Many people are not aware that it is dangerous to ignore the terms& conditions. We may give personal information such as our age, gender, interests, preferences, etc. to some marketers for free. Some people may think that this kind of information is not that important. However, what if this kind of privacy is used as a scam and cause serious problems?

On a scale of 1-5, I believe the danger of online advertising for society is as high as 5. In many cases, we don’t even know that we are leaking our privacy. The worse thing is that we don’t know who is using and how they are using our private information! Therefore, it is important to create a code of ethics for digital marketers. Here are some points I suggest that all the marketers need to know.

8 codes of ethics for digital marketers

Carefully Balance. Striking a balance between maintaining the privacy of your target audience and gathering enough information to use digital advertising effectively can be difficult, but it is something that you must address carefully. You should try to only collect the information you need without infringing others’ privacy.

Be transparent. People like to read the contents which are easy to read. Do not pretend you are knowledgeable and confuse your readers. This may have a bad effect.

Ensure the quality of content. Ensure the information that you post online is well researched and reliable. You should not post to mislead readers before confirming that the information is correct. The content and layout of the article should be useful and interesting so that readers will be willing to accept the information provided by your company in the future.

Consider the implications. When advertising your products or services on the Internet, you may reach people around the world. It is important to know that you have a big impact. You need to be careful about unethical things, especially about copyrights or laws.

Be frankly. Advertising is not a scam. You need to trust the products or services you are advertising and believe that you can attract people by speaking the truth.

Don’t be biased. When you are advertising online, you need to stay away from your biases and provide the information impartially. This will help you build your credibility and more easily to have a good result in marketing.

Remember your social responsibility. You are not just a digital marketer. At the same time, you are also a part of society. You should give meaningful feedback to the community and provide useful information and help to people. In this way, good feedback will also be reflected in your business results.

Protect privacy. Using people’s information is only for works. After that, you shouldn’t let the secret out from you. Make sure that you are protecting people’s privacy well and pretend that it is your own privacy.

Reference:

Ethical Issues in Digital Marketing | Jumpsix Marketing. (2019). Retrieved 8 November 2019, from https://jumpsixmarketing.com/ethical-digital-marketing-part-1-issues/
Are There Still Ethical Internet Marketers Out There?. (2019). Retrieved 8 November 2019, from https://www.tempeop.com/are-there-still-ethical-internet-marketers-out-there/
Image: 5 Techniques on How to Protect Your Online Privacy | Security … (2019). Retrieved 8 November 2019, from https://images.app.goo.gl/resuE8juku44G2A58
Image: 5 Things to Look For Before Accepting Terms & Conditions – Wall … (2019). Retrieved 8 November 2019, from https://images.app.goo.gl/93enXn3SrEEB3Sv47

What To Do When Your Webpage Doesn’t Rank

Do you have a poor performing webpage? Are you struggling with improving the search ranking of your webpage? Here are some things you need to know and recommendations that may help you to solve your problem!

What is SEO?

SEO means search engine optimization and is a way of internet marketing. SEO is to improve the keyword ranking of the website by adjusting and optimizing the webpage. The best case is to have our webpage appear in the search engine results page (SERP) and even be the top result. If our website appears in front of the search results after entering the keyword, then there is a higher chance of being noticed by consumers.

Measure Your Rankings

In order to improve your webpage ranking, the first step you need to do is to understand your baseline keyword performance. It is important to know the real situation to find out how much still needs to be done to achieve your goal. You can export keyword data from Google Search Console and landing page traffic from Google Analytics.

After analyzing the data, you can start thinking about:

  • What your most valuable keywords and landing pages are.
  • Where the most immediate opportunities for improvement are.
  • What keywords and landing pages are underperforming.

Target the Right Keywords

First of all, you need to learn more about your target readers to find out the best keywords.

  • Who are your target readers?
  • What do they need?
  • What kinds of keywords they will search?
  • Why do they search these kinds of keywords?

Secondly, doing a SERP analysis may be helpful. The currently ranking in the top search result will inspire you somehow. You can look at:

  • Related searches
  • People also ask
  • Google autocomplete suggestions
  • Other advanced search features

Consequently, an in-depth study can help you find better keywords and improve your webpage rankings.

Increase Webpage Load Speed

Last but not least, don’t forget to speed up your webpage load speed! Many people didn’t know if the page load speed is too slow, Google will recognize, and it will harm the ranking. Due to the research online, 40% of visitors may leave the website if they have to spend more than 3 seconds to wait for it load. After all, perfecting the webpage function is the creator’s obligation. When your keywords have successfully attracted readers to click, isn’t it a pity that the readers leave without taking any actions just because of the loading speed?

Reference:

Vaughn, K. (2019). How to Improve Your Keyword Rankings in Google. Retrieved 25 October 2019, from https://www.searchenginejournal.com/how-to-improve-your-keyword-rankings-in-google/317623/#close
Moyle, D. (2019). Retrieved 25 October 2019, from https://www.business2community.com/seo/10-tips-to-improve-your-websites-seo-ranking-02225994
Image: SEO is Not Hard — A step-by-step SEO Tutorial for beginners that … (2019). Retrieved 25 October 2019, from https://images.app.goo.gl/kGPmcp9RZhTFnJUr5
Image: Caring for your SEO ⋆ Media Venue, Traditional & Digital … (2019). Retrieved 25 October 2019, from https://images.app.goo.gl/dcsabFjkj64i2RVd6
Image: The ultimate guide to choosing keywords for ROI – Search Engine … (2019). Retrieved 25 October 2019, from https://images.app.goo.gl/jaQvoX1vbvbcqQK76
Google Image Result for https://www.aspirationhosting.com/content/wp-content/uploads/2018/08/wordpress-website-loads-slow-810×340.png. (2019). Retrieved 25 October 2019, from https://images.app.goo.gl/ZkixdvHbTMZnV5RS8

5 Ways to Increase Landing Page Conversions

Do you have such experience? When you are browsing a website, a pop-up ad attracts your attention. However, after you click the ad, the landing page sometimes is not that interesting than you thought. Isn’t it disappointing?

Successful online marketing shouldn’t stop at the pop-up ads, and the landing page is also important. Therefore, let’s look at some tips to increase your landing page conversions!

Attention Rate 1:1

Attention rate means that the ratio of the number of things you can do on a page to the number of things you should be doing. Sometimes, we want to put many ideas on a page, when we are designing our landing page. Yet, a lot of information on a page usually distract reader’s attention. As the attention rate goes down, the conversion rate goes up. A successful marketing campaign should only contain one goal. If we focus more on the most important goal, it’s easier to grab the reader’s attention.

Pre-click Promises

When readers are attracted by our ads, the landing page that come into view needs to meet their expectations. Different inbound channels should show different pre-click promises on their landing page context. For example, visual relevant ads’ context needs to include design and message match. A great landing page shouldn’t make readers distrust the ads, but should expand the reader’s interest in the context.

Polish the CTA Button

After knowing the only and the most important thing that the reader should be doing, make sure your call-to-action (CTA) button is special enough. The design and the text of the CTA button are both essential. You need to use the design to attract attention, and use the text to evoke a more emotional response. The most important thing is that your CTA button has to excite you before it excites other visitors.

Optimize for Mobile

These days, more and more buyers click the ads through their mobile. Focusing on the landing page for desktop is not enough, the mobile experience is important too. Especially that young people usually use mobile to browsing the internet instead of the desktop. Hotjar can help us track how many readers are viewing the landing page on desktop and mobile. After using this tool, you may realize the importance of how your landing page shows on the mobile.

Ask Outsiders

Sometimes, you may be satisfied with the landing page you spend a lot of time to make, while other people may not like it at all. Therefore, asking outsiders’ opinions is important before using the landing page. Here are some resources you can use:

  • People who fit your buyers’ personas
  • Website testing tools (e.g. crazyegg)
  • Other well-designed landing pages

Reference:

Gardner, O. (2019). The 7 Principles of Conversion Centered Design – Stukent. Retrieved 11 October 2019, from https://www.stukent.com/expert-sessions/the-7-principles-of-conversion-centered-design/
Klongerbo, S. (2019). 7 Proven, Creative Strategies to Boost Landing Page Conversions. Retrieved 11 October 2019, from https://9clouds.com/blog/what-makes-a-great-landing-page-7-strategies-to-increase-your-conversions/
Hari, B. (2019). Landing Page Not Converting: 17 Ideas That Work Best For Us. Retrieved 11 October 2019, from https://klientboost.com/cro/landing-page-not-converting/
Image: Digital Marketing. (2019). Retrieved 11 October 2019, from https://images.app.goo.gl/Hw8GKCAYzVcwoVze7