Insight

Mobile browsing is the new normal—more than 60 percent of web traffic now comes from mobile devices, including phones and tablets. With the release of its new algorithm in May, Google is reflecting that reality by rewarding websites which translate seamlessly across platforms. If you don't have a website that works on a phone or tablet, your search-result ranking may have dropped. Google checks your site for certain indicators of good mobile performance, including: » 1. IS THE MOBILE VIEWPORT SET? This ensures text doesn't appear miniscule or run over the side of the page. » 2. ARE THE LINKS TOO CLOSE? Space around links helps fingertips find the correct one. » 3. IS THE TEXT LARGE ENOUGH? Mobile viewers will swipe away from pages filled with words too small to read. MAKING IT WORK Besides adjusting the technical aspects of your website, think about the content available on each platform. Keep in mind that people do different things on different platforms. Smartphone users may not want to read long, in-depth articles or view detailed infographics, while they may be eager to access information via minimal clicks. True North Custom can help you pick the best content for your audience. Learn how True North Custom can help you market across multiple platforms. Visit truenorthcustom.com. GOOGLE'S NEW SEARCH ALGORITHM PRIORITIZES MOBILE- FRIENDLY WEBPAGES. HOW DO YOU MAKE SURE YOUR SITE IS STILL SHOWING UP AT THE TOP OF SEARCHES? Moves Toward Mobile 3 3 STEPS TO SUCCESSFUL MARKETING MEASUREMENT USE THESE SIMPLE TECHNIQUES TO MAKE YOUR METRICS MORE USER-FRIENDLY. By Melissa Moore By Melissa Moore 10 INSIGHT V11N2 TRUENORTHCUSTOM.COM insight FROM OUR WEBSITE Data holds answers to most questions about how much your marketing matters. However, it can be easy to become overwhelmed with a data-driven approach to marketing, even with the tsunami of analytic tools that have emerged. Consider these three tips the next time you're setting a marketing campaign into motion: » 1. KNOW YOUR PROCESS. Before you start measuring your marketing, make sure you have a plan for knowing your goals, objectives, key performance indicators (KPIs) and targets. A marketing campaign can't be successful unless everyone agrees on what defines success. Think ahead about how your team will act on the findings your measurements bring to light. » 2. SOME NUMBERS ARE MORE IMPORTANT THAN OTHERS. Think critically about your campaign KPIs. KPIs should be metrics you need to know, not just numbers that are nice to know. Just because you can measure something doesn't mean it is an important part of understanding your marketing success or should be a part of your report. » 3. GRAPH EVERYTHING. Unlike tables, charts make it easy to visualize data, quickly convey information to others, and help people spot outliers and trends in your numbers. True North Custom offers integrated, results-based marketing management. To learn more, visit truenorthcustom.com.

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