If you do not use chatbots for business, it is time to get started. Continue reading to learn about the benefits of chatbots and how they can boost your business.
If you need to expand your business, a lot of owners consider two options:
A.) Hire new employees (and hope you can afford their pay?)
B.) Take on extra duties and do it all yourself?
Neither one of those seem appealing, so what could you do instead to help manage sales/customer service?
A chatbot is an application that is used to conduct online conversations with programmed automated responses.
Here are the five greatest benefits of chatbots for business. (And how they can help your business immediately.)
1. Take on More Customers
Messenger bots help provide a business with more ways to communicate with customers online. They allow hundreds to thousands of conversations to take place at once on your website at the same time.
Services like Facebook messenger bots for business help take a load off of the customer service staff and facilitate the call queue, especially during peak seasons.
2. Expand Your Operating Hours
Chatbots are available to customers 24/7. They provide services outside of the business’s formal operating hours. This feature is perfect for situations like:
- Nighttime inquiries
- Sick days
Help cater to all sorts of customers by staying accessible all the time. They can be especially helpful in answering commonly asked customer questions.
3. Increase Customer Satisfaction
Increase customer satisfaction by creating a personalized level of service with each customer. Create a tone that mirrors your staff, and treat each customer equally.
These bots can help recommend certain products or services to customers to aid in their search on your website. They can even offer a trial of your services. They also help to create more brand awareness and increased sales.
Some of the benefits of chatbots include:
- Instant responses
- Build customer loyalty
- Time saver
Chatbots also allow you another way to gather feedback from your customers in an individualized way, so you don’t have to rely on informal surveys on your website page.
4. Save Your Money
Traditional customer service teams require lots of workers to function at scale. The bigger your business gets, the more those costs do too. Curb those costs and service more customers with fewer chatbots.
5. Delegate Routine Tasks
Increase employee satisfaction by giving your workers the opportunity to do more meaningful work. Messenger bots work well to do repetitive tasks and produce auto-responses. This will free up other team members to focus on other areas to help the business, and make it more effective!
Chatbots for Business
There are so many reasons to feel stressed as a business owner, and chatbots can really alleviate some of the tasks you and/or your team do every day. Check out chatbots for business and get a head start on the competition.
What are you waiting for? Your customers await!
Call (888) 76-GATOR (888-764-2867) or email firstname.lastname@example.org to learn more about how we can build custom chatbots tailored to your business.
We know that content marketing, by design, is a technique of marketing built on the creation and distribution of relevant content to attract our desired audience – to influence customer action.
Switching gears a bit, if I ask you to think of the top industry with the heaviest hand of influence, reaching the broadest audience, what would you say?
Perhaps what comes to mind is the entertainment industry, bolstered by visual genius juggernauts of Hollywood.
When I posed the question, if you didn’t think of the entertainment industry, maybe your mind went to the news & information industry.
If neither the entertainment nor news & information industries were top of mind for you, I am curious to know what industry came to mind.
The next question I pose is this: what are some commonalities between the entertainment and news & information industries?
They’re storytelling Outlets.
They both have a high level of influence and some level of control over messaging.
They both use video as the richest means of communication.
Video allows for an experience of showing, not telling. Furthermore, it encourages showing, not selling. No matter what you’re selling, product or service, video needs to be in your content marketing. It will massively enhance the results of your marketing efforts.
Case Study: How Video Ads Perform Versus Display & Search
While I know what we’re talking about is content marketing, I want to share some data from some ad campaigns Purplegator has run.
The video ad below ran for two weeks. As this table illustrates, the video ad garnered 313, 200 impressions. It had a view rate of 49.95% (sometimes known as interaction rate) and an average cost per view (CPV) of $0.02.
To further drive this point, allow me to use this data to draw some comparisons.
Below is a table with data from three types of campaigns: display, search, and video.
The display ad, which ran for two months, garnered 165,788 impressions and an interaction rate of 1.37%. It had an average cost of $0.30.
The search ad, which has been continually running since December of 2018, has garnered 19,769 impressions and an interaction rate of 2.54%. Its average cost was $3.09.
With these numbers in mind, wouldn’t you agree that whether we’re talking about advertising and content marketing, video is a top performer?
Video in Content Marketing Versus Organic Social Media
To show some numbers in content marketing, let’s take a look at some data from a few posts Purplegator shared on Facebook.
Start Doing Your Videos for Content Marketing | Helpful questions to help you plan
As far as best practices for content marketing through video, I like to ask myself the following questions:
- Big picture first, what is the goal or marketing objective of this video?
- With the goal in mind, who is my perfect viewer, or target audience?
- Do I have a good handle on their buyer persona?
- Do I understand where they are in their buyer journey?
- What kind of video is this?
- Case Study
- What’s the story? Does the story have all three parts of a well-developed story:
- Is there an opportunity to make this video a part of a series, or is it truly a standalone story?
- On which platform(s) will I be sharing this video?
- Do I have accompanying content planned or already composed for diversification and atomization purposes?
Reach for the Stars!
When thinking of answering these questions, I like to filter my thoughts and planning perspective through a Hollywood lens. I’m by no way saying that any video content I produce is Hollywood-worthy. I mean that if Hollywood exemplifies the highest standard of storytelling through video, then that’s the process I’m going to try to replicate. The level of quality I’m aiming for, proportionately, to what is realistically achievable within my industry.
Brands & Companies to Watch
If you’re curious to explore some examples of brands and industry giants that are leveraging video content exceptionally well, look at Lululemon, Red Bull, Lana Del Rey, Blendtec, and Chef Adam Kenworthy.
The inspiration for this post came from a prompt for an expert roundup called “9 Video Marketing Tips to Level Up Your Content Strategy,” compiled and written by Jordan Stella, SEO & Social Media Manager for UpCity.
- Big picture first, what is the goal or marketing objective of this video?
Crisis Mitigated: Social Media Manager Rescues Your Brand Identity, Proves She’s Worth her Weight in Gold
Any good business leader knows the first step in a crisis management strategy is always anticipate. Sure, now that we are in the midst of a crisis like no one has ever seen before, it is not helpful to draw attention to a weakness (like, maybe you never created a plan to manage a crisis in the first place). So I won’t go over all of the steps to take in crisis management that occur in the pre-crisis timeframe.
Assuming you have a crisis management plan or not, it is probably safe to say, by now, you’ve realized the importance of social media during a crisis. Communication is the lifeblood of effective crisis management. People want to be in the loop up to the second, from the moment they’re up brewing coffee. Give the people what they want! Consistent cadence, concise communication.
If you don’t already know who your audience is, or maybe you haven’t thought about it concretely before, think about this first. Who are they, and what tone and information are essential to them? Once you know who your audience is, commit (to yourself and your customers) that you will touch base with them publicly at least once a day during the crisis, plus as needed when any breaking news that affects your business or audience occurs.
When you have laid these parameters out, then you need to have a plan each day for the things that are critical for you to express to your follower base. Even if you’re thinking, “What could I possibly have to say to my customers each day?” believe me, there’s no shortage of appropriate things for you to share with them.
It’s the responsible and thoughtful thing to stay present in the conversation during a crisis. Then, when business does go back to usual in the future, you will have remained top of mind to customers throughout a time when you couldn’t necessarily be selling to them in the traditional sense. To further drive this point, they’ll also likely view you as a company that cares and is diligently serving their customers, no matter the conditions. Perhaps you could even convert casual customers to loyal customers for life based on your actions and communication in a crisis.
If you now understand that being vocal during a crisis is required, let me offer some tips and strategies you can use starting as soon as today! Like I mentioned before, you should commit to touching base with your customers once a day. What channel works best? That all depends on who your customer is. Here is a handy table from the Pew Research Center that breaks down data of the use of different online platforms, as broken down by demographic groups.
So, for example, if your primary customer is a woman in her mid to late 20s, Facebook or YouTube would be worth your while. With your commitment to reaching out and touching base with your customers every day, maybe each day, you could record a short video (3 minutes or longer) to share with them any updated messaging that might affect them from your company. Fortunately, both Facebook and YouTube are channels where video is essential, so this example is slick!
Maybe you’re very well in tune with your customer base, and you know they live on Twitter. Get active in all of your chosen channels and promote to them that you will be live-tweeting and 100% focused on answering whatever questions they may have for you at the same time every day. A live-tweeting practice like this is a great way to nurture your relationships with authenticity!
Speaking of nurturing relationships, I want to take a moment to note that I understand this is an unprecedented time in history. I’m tired of saying that and I’m tired of reading it, hearing it and so on. With that said, if you hear from me during this pandemic and it is anything business-related, I hope you know that I am not here to pitch you. My role as the Social Media Manager for Purplegator is to create excellent content, develop and engage in the right conversations, and promote what’s unique and stellar about the company and all of our clients. I am not in sales. Never have been, and most likely never will be.
Should you want to check out Purplegator and tuck our info away for another day, that’s cool with me. If you need social media management (or any of our other digital services) and you would appreciate a more one on one conversation about it, connect with me, or message me. I will be happy to start any of those conversations!
Regardless of your business needs, I genuinely hope you got some nugget to save for later or maybe a gentle reminder of something you already knew to be true. Please stay safe and sane.
Should your businesses digital marketing efforts suffer during a time of global crisis? No. Here’s how to adapt your digital marketing to suit the times.
Our world is currently facing a huge challenge unlike anything most of us have experienced to date and there are major fears for businesses that they may not survive this economical downfall.
Knowing that Google still has a search volume in over 3.5 billion searches per day, has many businesses clinging to their digital marketing tactics to stay afloat.
Now is the time, more than ever, to sharpen your digital marketing skills, increase your knowledge in the multiple facets of marketing.
Doing this may help you to prevent a downward spiral of loss and the feeling of failure.
So the problem is, how can you utilize digital marketing and mobile marketing to its fullest potential during this critical time?
Here are 7 proven tactics.
- Adjust Your Services
Life before this current pandemic is completely different than the life we are currently living in. This means that how you were marketing before, will need to shift to target people’s present situation.
If your services were in person, you will have to shift them to a live stream. If you own a restaurant, start advertising take-out, online ordering, and delivery items to keep your customers happy.
- Keep Connected
More than ever, this is the time to let your skills and knowledge shine. If you have advice for others on how to deal with this situation, in a way that offers your unique skillset and services, get talking!
- Use the Right Hashtags
Social media use is more prevalent now than ever, so get noticed in the sea of posts by using the right hashtags for this time. Using hashtags such as #coronavirus, #socialdistancing, and #stopthespread to name a few will help you stay in the current feeds.
- Redefine Your Target Audience
Your audience and their pain points may have shifted massively in the last few weeks. Survival instincts are at an all-time high, and people are desperate for someone to help them with their pains.
You may need to redefine who your audience is and what they need during this time.
- See the Future
No one can predict the future right now, but using your best guesses is going to help you in keeping your business from flopping. Stay ahead of your competition by looking into how your business will be shaped by these events.
- Sharpen Up Your Skills
If your business was offering a service in person before, you must sharpen up your digital marketing skills to not fade away.
Learn how to create videos, use zoom, mobile marketing, and adapt to your current options to keep surviving.
- Local SEO
Transport, travel, and many shipping companies have either slowed down or stopped completely during this time. This means that it is your time to shine as a local business!
Learn More Digital Marketing Tactics During the Pandemic
Now is the time to roll up your sleeves and sharpen up your digital marketing skillsets. There are a lot of great resources and classes to help teach you new skills. If you don’t have the time to do some of this yourself, feel free to contact us with any questions, and we would be happy to help!
Are you a small business that uses Pay-Per-Click (PPC) advertising to market your business? Here are the top 5 PPC strategy trends that will dominate in 2020.
YouTube users watched 4,500,000 videos every minute of the day in the year 2019.
While these figures will go up in the year 2020, they are an indicator of the central role that social media plays in modern day paid advertising. The pay- per -click internet advertisement model is a result of this emerging popularity of online marketing.
As a small business, Pay-per-Click (PPC) internet advertising can change how you market your business.
Are you looking to ride on the influence that social media sites have in modern markets? Then you need to be aware of these 5 PPC strategy trends that will help your business to thrive in the year 2020.
- Pay-Per-Click Automation
Automation will be a significant PPC trend this year. Search engines will utilize emerging technologies such as machine learning to automate most of the labor-intensive tasks.
Search engines need powerful tools to segment and respond to the millions of requests received every minute.
The idea of having powerful tools working to segment possible audiences for your campaigns is fascinating. Automation will change how PPC works for the better.
- Artificial Intelligence
The emergence of AI as a future trend in many sectors of the economy has challenged the status quo in online marketing.
When it comes to PPC, Artificial Intelligence will generate a more effective advertising campaign for the business.
Artificial Intelligence will also enhance keyword optimization for your marketing campaign.
- PPC Strategy Trends will Involve More of Video Ads
More than 78% of online users watched videos online every week in 2019.
Viewers tend to remember more than 95% of the message viewed from video ads.
These statistics show the critical advantage that video ads will introduce for your marketing campaigns going forward.
- Responsive Paid Ads
The launch of responsive paid ads was a critical first step towards building more dynamic ways of reaching your target audience.
Responsive paid ads are among the PPC strategy trends that will revolutionize how businesses utilize base content. You’ll also get to enjoy greater flexibility for testing new ideas for your marketing ads.
Responsive paid ads also help you save time due to the short periods used to try out new concepts. You’ll also get to enjoy greater extents of continuous flexibility with more targeted ads and accurate segmentation.
- Smart Bidding
Smart bidding will take away the guesswork when dealing with Google ads. With smart bidding, the rates of conversion will be higher due to automation. This will lead to enhanced online performance.
With smart bidding, small businesses will also benefit from getting the best return on investment in their spending. You’ll also get to generate new leads for your products with a readily determinable cost per acquisition.
The Future of Online Marketing Depends on Pay-Per-Click
The world of paid advertising has evolved significantly over time with the introduction of new tools.
This innovation will help make your online advertising more dynamic and ensure that you reach more audiences. One of the critical changes that will have lasting implications on paid advertising is pay-per-click.
As a small business, you need to keep track of the trends in pay-per-click. With these five PPC strategy trends, your business will maximize the rates of conversion by attracting more clicks.
Are you looking for a consulting agency with a lead in digital marketing? Contact us for all your marketing needs.
And, what could be more relevant than reaching customers and prospects who have visited a specific location such as your store or your competitor’s store?
We’re Purplegator. And, we believe that the best way to find new customers, or to get existing customers to buy more, is to identify those individuals whose mobile phones have been to a certain location. We call this geoconquesting.
Now, we’re not talking about a zip code or a one-mile radius here. That’s not really what you want, is it? We are talking about getting down to the address level. Think of it as super-geotargeting!
At Purplegator, we can serve ads to those people when they are actually at the location, or we can look back up to six months for mobile devices that were found at that same location.
Some people may say that this kind of targeting is scary to them. But, as a marketer, you should love it!
Here’s how we do it:
We subscribe to numerous third party data sources that gather this type of information. Most of this location data is obtained from app installs on smartphones such as a navigation or weather app that needs to record your location. Or, it may be that flashlight app that you installed. Permission to obtain and sell this data is normally found in the terms and conditions.
Data collected is the device ID of the smartphone, the lat and long of the location they visited, and a time stamp to know when the visit occurred.
The great advantage of mobile data is that it is the user’s device ID that is being captured and device ID stays locked into a mobile phone forever. This is much more robust than cookie data on a computer that is often deleted by the user.
With device detection, we not only know where a mobile device has been, but we also know the dwelling of the user because the smartphone is found at that address in the nighttime. This enables us to not only target the found device, but also the other devices that are in the household or the user’s office. This is extremely valuable, because it enables us to target household members that likely have similar interests.
Imagine what this can do for your business. A retailer, for example, could look back to target previous visitors to its own store to attempt to sell them more or to winback their business from competitors. Targeting competing stores would put your advertising in front of consumers who are currently purchasing your products or services, but from another company.
Recruiters love the look back feature too. When hiring truck drivers, recruiters are actively identifying mobile devices found at truck stops or at the offices of competing trucking companies. Hospitals needing nurses can target the night shift at a nearby facility.
Trade shows provide a valuable opportunity for businesses to use the real time targeting to serve ads to attendees to drive traffic to your trade show booth.
There’s also an opportunity to target logical sequential location preferences. For example, an ice cream store could target visitors to the nearby movie theatre. A restaurant could target mobile devices at a college graduation to drive graduates and their families to celebrate with dinner after the event. A bar might want to target hockey fans with a special offer after the game.
Geoconquesting is the holy grail of mobile geolocation targeting. At Purplegator, we know where and how to find your best customers and prospects.
After all, Relevance Raises Response.
Watch Our Video on Geo-Targeting:
How did my campaign perform?
Introducing the Purplegator Dashboard for mobile display and banner campaigns.
“How did my mobile campaign perform?” With the Purplegator Dashboard, you can easily download a variety of data and metrics, charts and graphs into PDFs that can be printed or emailed. Most of the data can be downloaded into .csv files for further analysis.
Beyond the basic performance metrics such as total impressions, total clicks and click through rates, with Purplegator’s Reporting Dashboard you can do your own deep dive into various metrics including:
Performance – summary data within preset or your own selected date range
Ad format – which ad size delivered the most impressions and clicks
Frequency – the number of times an ad was delivered to a viewer.
Conversions – what actions did people take after seeing the ad? We highly recommend that you add a conversion pixel to your website so that you can measure post click and post impression conversions – actions people take after they see your ads
Creatives – which image delivered the most impressions and clicks? Providing creative in all 7 sizes ensures that your ads will fit the publishers’ requirements and will deliver properly on various devices
Geography – which location(s) delivered the most impressions and clicks
The designated geo for your mobile ad campaign can be the entire state or nation, your competitors’ locations, a sporting venue or a parking lot – anywhere your best customers and prospects are and where our technology can capture their device IDs.
Categories – what ad categories (sports, news, health and fitness, games, etc) had the most impressions, clicks and click throughs
Browsers- identify which browser someone was using when the ad was delivered (Internet Explorer, Chrome, Safari, WebView). You can also learn which operating system was being used: IOS, Android, Linux, or windows phone and also which devices accessed your ads – Desktop, mobile, tablet or connected TV.
Time and Day – Evaluate what time of day and day of week served the most ads.
Behavior and Interest – Discover what behaviors & interests drove the most engagement
Web Sites – see the sites where your ads were delivered.
To summarize: the Purplegator Dashboard allows advertisers an easy way to view and analyze various data and metrics for their campaigns and to share that data with others.
Purplegator is a Marketing agency with a mobile first focus, where we use online platforms, tools and technologies to help our clients target and connect with their very best prospects and clients. We’d love to talk with you about how you can use geo fenced targeted advertising to reach your best customers and prospects.
Facebook Business has long been the gold standard of the digital marketing toolkit. This article addresses the recent update of the “special ad category” and how it affects you as a marketer or as a business. This update was put in place on August 26, 2019 and includes these 3 categories:
The first question you will be asked when creating a new campaign is if your ad fits any of these 3 categories. So what does this all mean? Along with these new ad categories there are increased restrictions to avoid discrimination. These categories have subcategories to them and the rule of thumb is, if Facebook believes it’s even close to one category it will be grouped as such.
What are the new limitations?
The guidelines are as follows:
For ads in certain special categories, the following audience options are different or unavailable:
- Locations: You can target your ads to people by geographic location (such as country, region, state, province, city or congressional district), but not by ZIP code. Specific locations you select will include a 15-mile radius around that targeted city, address or pin-drop. For example, if you want to reach people in the city of Seattle, your audience will also include people within a 15-mile radius of Seattle’s city center.
- Age: You can’t edit this option. Audiences must include ages 18 through 65+.
- Gender: You can’t edit this option. Audiences must include all genders.
- Detailed Targeting: Some demographic, behavior and interest options are unavailable. Excluding any detailed targeting selections is also unavailable.
How this differs from original targeting on non special ad category pages:
For ads in certain special categories, the following audience options are different or unavailable:
- Locations: there were no restrictions on the locations, and you could target a radius of up to 50 miles per location. Zip codes were able to be used to segment different neighborhoods.
- Age: You could manipulate this targeting infinitely, it was a best practice to always comply with the rules as current, however previously it was not required.
- Gender: Previously you were able to segment which gender you would like to target.
- Detailed Targeting: This category is the biggest change that is causing the most trouble for marketers and businesses alike. Previously you could target by things such as, employer, job title, credit score, income level, down to such granular detail such as what kind of car the person drives. With the new changes there is only broad targeting options, mostly just interest based targeting such as people interested in construction, or people interested in trucks.
So what can you do?
There are still viable options out there! Given the limitations on targeting, it just makes other aspects of your advertisement that much more important. Ad creative, landing page experience, and ad copy really are significantly more important now. Only the first 3 lines of ad copy show up before it is truncated to save space. This illustrates just how important it is to get your point across much sooner in ad copy.
Special ad category lookalike audiences also provide another solution. If you have an email list, phone list, etc., you can provide them to Facebook and build an audience of those people plus the people Facebook deems comparable to your lists’ interests. That is simply why they call this a “lookalike” audience. Lookalike audiences are a tremendous tool that allows us to not only reach out to people who are already involved in your business, but also reach some people you may have missed!
TLDR. (Too Long Didn’t Read) : Facebook, in an attempt to eliminate discrimination, has implemented special categories for ads in housing, employment and credit. These ads will have higher restrictions on what they can target. There are still options out there to target and have success.
Free SEO Services with our Web Development
We are living in the age of digital and mobile. Your website serves as your front entrance through which many customers will pass. Our mission is to give you a professional online presence that will generally enhance your organization’s image and branding, as well as attract and acquire new customers.
Website Template Design & Development
All of our web design and development strategies are created to do the following:
- Provide project management and graphic design in the United States, but outsource some of the hard coding overseas for cost savings for you.
- Create a website and/or website templates that provides ease of operation to our customers so that a person without html skills can edit and update the site.
- Provide training, and even a video, discussing how to operate the site so that current and future employees can do basic site updates.
- Include keyword research, and consult with the client, prior to the design of the wire frame, so that all pertinent keywords are identified and targeted.
- Include basic SEO services during the build of the new website design. It’s always easier to include the SEO bricks while you build the new website than afterwards.
PROJECT MANAGEMENT AND COORDINATION PLAN
In order to develop a website that fulfills your goals, the web design and development work will take place in several distinct phases. The following indicates our general website design project management plan. Most of our web development projects can be completed in eight weeks or less.
Here, the scope, requirements, and description of the final website will be determined and documented, including the site goals, number of pages, site hierarchy, and SEO strategy.
Sketches, page mockups, templates, and wireframes are created that reflect the general appearance the look and feel of the new website. Once approved, website development will begin.
Creation and Coding
Purplegator will customize the site on its way to the final product. Basic SEO solutions will be added. This is a major differentiator for us, as most web developers don’t provide any SEO services. In fact, most web designers don’t know very much at all about SEO. At Purplegator, we provide basic SEO services as part of the deal!
Back-End Customization & Training
Customer will have an easy to understand back-end solution that will enable a non-programmer to make basic changes immediately and without contacting the provider and incurring additional fees. We will train you and we even will create a video so that you have it when a new employee joins your organization.
Website Review & Testing
Customer will test the site, sign-off on its completion, and Purplegator will make the site live. Final payment is now due from the customer. Any bug fixes discovered in the next 14 days will be corrected at no additional charge.
After programming of the website has been completed, we will set up a training session for all personnel on how to use the new WordPress content management system (CMS). While this is standard for most sites, we take it one step further by providing you with a personal video of how to update the site. We recognize that personnel changes and it is important that you don’t lose that knowledge when you have new employees taking care of the website.
See a sample “How To” video production here
Google doesn’t like static websites so we always encourage customers to create and maintain an updated blog. Each time you post to your blog, it will enhance your search engine rankings and will encourage the Google BOT to return more often to update your pages. Much of the training we provide to you prior to launch will be on how to write blog posts that leave nothing to doubt, including how to write headlines and sub-headlines, how to write effective copy, add title and meta tags, and how to optimize your images for fast loading and maximum SEO value.
Social Media Integration
Social media integration has become a standard offering and an important one for your website. It can be a lot more than just buttons on your social media sites. Consider adding a live feed of your social media posts to the website home page.
Documentation on Development
In addition to the video, Purplegator will provide a document that describes the development of each section of the website. This documentation will be in non-programmer English and will be easy for administrative and marketing contacts to understand.
It has become increasingly important for businesses and organizations to be ADA compliant. Take a look at our Purplegator.com site and you’ll see a purple figure inside a circle in the upper right of the site. This is what we provide for ADA compliance should you decide to include it. To provide ADA compliance also for blind citizens, you will need the advanced compliance plug at an additional investment.
As a mobile-first organization, we design websites for mobile first and then make them adhere to desktop. After all, that is the way that the world is moving. Responsive design will be used to ensure that your site works well on all size devices, including feature phones, smartphones, tablets, desktops, and even watches!
In 2015, we experienced a horrendous hacking and D-DOS attack of our customer websites. It was not a fun experience and we knew there had to be a better way. We found that better way when we moved the websites to WP Engine. WP Engine is a specialist in hosting WordPress sites. It reviews all site themes and plug-ins to ensure that they are not infected and it warns us in advance of any
vulnerabilities. Since moving our sites to WP Engine, we have had not issues of any kind! We highly recommend that we host your sites at WP Engine to ensure their protection, site speed, and up-time is top notch.
We are certainly fans of video for websites. Visit the Purplegator website and check out the great video production work we do here in The Swamp.
THE PURPLEGATOR DIFFERENCE: FREE SEO SERVICES
Purplegator understands that you can have the best website in the world, but if nobody knows about it, or can’t find it, what good is it?
A website should do two things well:
- Add credibility to the business.
- Generate new business.
Our websites will do both, because at the end of the day, it’s all about the additional sales your site brings you.
Search engine optimization is like building a house. It’s much easier to build in the SEO tactics when construction is going on than afterwards when you have to knock bricks out and replace them. That’s why we add standard SEO services during the
build process. There are lots of great web designers out there, but few have any knowledge of SEO and if your developers don’t know SEO, your business ultimately suffers from it.
The standard SEO services we will incorporate into your site are:
- Keyword research
- Competitive analysis
- Appropriate title & meta tag strategies
- Image optimization
- Intra-site links
- External site link building
- Social media integration
- Google Plus listing (if needed)
Why work with Purplegator? Here are some of the reasons:
- 30+ year history of providing interactive services to media, advertisers, agencies, and government entities.
- FREE SEO services with every new web design!
- American project management with significant savings by outsourcing some
development services overseas.
Want to get started with a new website design? Contact the Gators in The Swamp.
Our first account in russia!
Purplegator ranks on the first page for many “geolocation” type keywords such as “geotargeted mobile ads.” So, it was a great tribute to our SEO team a few years ago when I got a call from a business in St. Petersburg, Russia. The Russian company wanted to use geoconquesting to promote itself at an upcoming trade show in Frankfurt, Germany. One of the things that I’ve felt very fortunate about in my career has been the chance to see the world. This, however, was the first time I’d ever had a Russian customer!
Mobile marketing is pretty cool. We can be in Philadelphia and set up a trade show geoconquesting program in Frankfurt, Germany, for a St. Petersburg, Russia company! And, we can do it just as well as if the trade show event was in New York City! Small world.
What GDPR Means for Mobile Targeting
But, something changed on May 25, 2018 when the European General Data Protection Regulation (GDPR) took effect. No doubt, the way we used to do geolocation targeting in Europe had changed forever with the new data protection framework that shapes the often confusing GDPR regulations.
Like the Telephone Consumer Protection Act (TCPA), GDPR is not something to take lightly, even if you are a USA company. There are some significant fines involved if you violate GDPR. In fact, the maximum fine can be up to 4% of a company’s annual sales or up to $20 million euros.
GDPR grew out of the Data Protection Directive (1995) that the European Parliament passed into law. This was the first law that attempted to regulate how an individual’s data could used in Europe. Discussions on GDPR began in 2012 and were passed by the EU Parliament in 2016.
The Data Protection Directive protected PII (Personal Identifiable Information) such as an individual’s name, photographic image, email address, phone, and personal identifications. GDPR extended this to include “pseudonymous data” such as online usernames and mobile location data. This means that IP addresses and mobile device IDs, critical in identifying mobile advertising targets, are now protected under GDPR.
MOBILE MARKETING KNOWLEDGE COLLEGE — What is “pseudonymous data?”
Pseudonymous data is in between personal identifiable information and completely anonymous data. Pseudonymous data cannot immediately be used to identify a particular person. It can, with research, however, help to ultimately identify a specific person.
Goals of GDPR
The primary goal of GDPR is to protect Europeans privacy and give them greater control over how and if their data is being used. It also gives European citizens the following rights:
- Right to access their personal data.
- Right to request rectification if something is incorrect.
- Right to have al data deleted.
- Right to restrict processing of personal data.
- Right to make any data portable.
GDPR and geolocation Advertising
In the United States, Purplegator uses a variety of location data to enable marketers to target the “right customer, in the right place, at the right time.” Yeah, we know that saying is getting old, but it’s still accurate. Geotargeting involves collecting users’ location data, demographics, and interests, and then delivering mobile and desktop ads based on that historic or real-time location data. For example, retailers use geolocation data to target shoppers at competing stores or to up-sell customers that have previously visited its own store. Truck driver recruiting candidates are targeted after their mobile devices are identified at truck stops. Recruiting nurses is made easier by identifying mobile devices at competing hospitals.
Usually, the mobile location data is collected via a mobile phone’s device ID. Often, this happens when the consumer uses public wifi such as is available at many retail stores today. Device ID detection is a very accurate method of collecting mobile data, because it almost never changes. This is different than desktop cookies that are periodically deleted by the user.
Mobile device ID detection is provided by social media platforms that use geolocation identification. Or, it is provided by mobile app installs on a consumer’s smartphone that send location data back to the company. The company then sells this data to third party data companies who market it to demand side platforms (DSP’s) used in programmatic ad buying.
So What Can European Advertisers Do?
Under the terms of GDPR, it is our interpretation that “lookback” location data is indeed personally identifiable data. It is therefore prohibited in Europe by GDPR, unless consumer permission is given. In the EU, permission to access such permissions cannot be buried in the lengthy terms and conditions that nobody reads.
It doesn’t stop there. Personally identifiable information (PII) under GDPR also pertains to IP targeting, email targeting, phone number detection, and the aforementioned lookback data.
Lookback data, however, is different than real time data. While we can’t use lookback data to identify mobile devices that have been at a particular location in the past, we can still use real-time data to identify mobile devices that are within a certain geofence NOW. Hence, our trade show mobile marketing product would still be acceptable under GDPR regulations so long as we send mobile advertisements to the delegates while they are AT the event.
Looking Ahead to california
Effective January 1, 2020, the California Consumer Privacy Act will come into force. It will grant California residents many of the same rights that GDPR provides to Europeans.
You can read more about the California Consumer Privacy Act here.
Author’s Note — This is an educated interpretation of the GDPR regulations and how it may relate to your business or organization. You should always obtain your own legal opinion in matters such as this.