Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[48] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[48] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[48] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[50]
I see these two opportunities as the future of ShoutMeLoud after the email-list. 90% of my blog’s traffic is from search engines, but I would like to have the complete freedom to reach out to users without relying on search engine traffic. For now, that can be accomplished by my blog app and my YouTube channel.  These will more than likely provide the next big move forward for my blog.
One way marketers can reach out to consumers, and understand their thought process is through what is called an empathy map. An empathy map is a four step process. The first step is through asking questions that the consumer would be thinking in their demographic. The second step is to describe the feelings that the consumer may be having. The third step is to think about what the consumer would say in their situation. The final step is to imagine what the consumer will try to do based on the other three steps. This map is so marketing teams can put themselves in their target demographics shoes.[76] Web Analytics are also a very important way to understand consumers. They show the habits that people have online for each website.[77] One particular form of these analytics is predictive analytics which helps marketers figure out what route consumers are on. This uses the information gathered from other analytics, and then creates different predictions of what people will do so that companies can strategize on what to do next, according to the peoples trends.[78]
Simply put, search engine optimization (SEO) is the process of optimizing the content, technical set-up, and reach of your website so that your pages appear at the top of a search engine result for a specific set of keyword terms. Ultimately, the goal is to attract visitors to your website when they search for products, services, or information related to your business.
Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed "Dear Sir/Madam" -- as opposed to their first or last name -- and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.
Perhaps even more valuable is referencing the content of others. The biblical expression "give and ye shall receive," perfectly applies on the web. Other site owners will often receive Google Alerts (or, if they're using Moz, they might get Fresh Alerts :-) ) or look through their incoming referrers (as I showed above in tip #5) to see who's talking about them and what they're saying. Linking out is a direct line to earning links, social mentions, friendly emails and new relationships with those you reference. In its early days, this tactic was one of the best ways we earned recognition and traffic with the Moz blog and the power continues to this day.
Use social media platforms to promote your blog. Possibly the most effective way to promote readership outside your friends and family is to promote your blog on social media. Although it can be difficult to manage multiple accounts, if you’re able to juggle your presence between a few different sites, you’ll likely notice a significant increase in viewers. Consider using social media platforms such as:

When people talk about email marketing, lots of them forget to mention transactional emails. These are the automated emails you get in your inbox after taking a certain action on a website. This could be anything from filling out a form, to purchasing a product, to updating you on the progress of your order. Often, these are plain text emails that marketers set and forget.
Great write up for both the beginner blogger to advanced blogger.  21 great points that often are over looked or not focused upon when blogging.  I often use the following line when meeting asking if SEO is important "What good is a website if no one visits?"  The same could be said about a blog post. "What good is a blog post if it does not receive any views?"
Marketing automation is an integral platform that ties all of your digital marketing together. Without it, your campaigns will look like an unfinished puzzle with a crucial missing piece. Marketing automation software streamlines and automates marketing tasks and workflows. Most importantly, it measures the results and ROI of your digital campaigns, helping you to grow revenue faster.
Got through reading this last night!!! Great post and very Helpful! i Just recently started my website Guidegamers.com but have been having trouble even getting 1 or 2 occasional visitors. This post has opened my eyes to to the work I must do in order to promote my site and not Spam the world with advertising. Thank you so much for sharing this knowledge!
The development of digital marketing is inseparable from technology development. One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines.[10] However, the more recognisable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker.[11] These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.
Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[48] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[48] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[48] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[50]
I think this email also makes quite a brilliant use of responsive design. The colors are bright, and it's not too hard to scroll and click -- notice the CTAs are large enough for me to hit with my thumbs. Also, the mobile email actually has features that make sense for recipients who are on their mobile device. Check out the CTA at the bottom of the email, for example: The "Open Stitcher Radio" button prompts the app to open on your phone.
If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.

With the explosion of digital media, people began to engage with each other – and the companies they did business with – in new ways. The relevance of traditional print and broadcast channels declined, completely changing the consumer-corporation dynamic. Digital channels opened doors for consumers. No longer passive participants in a one-sided marketing conversation, consumers became empowered authors, publishers and critics. The digital landscape is participatory, an area where consumers exchange ideas. Marketers no longer drive the discussion. Everyday consumers are now the style makers and trendsetters.
Great post Moz. I really enjoyed reading your 21 tips and the 22nd is the one that really hit home. You are right about the importance of consistency. Blogs, like any other business or venture, take time to get going. I've had my ups and downs with my blog but am in it for the long haul. So thanks for reminding us to be persistant! The first 21 tips did have a lot of good information and I will continue to work on those techniques as well. Best of luck!

The biggest issues I have run into at MyBlogGuest have been articles not getting published at all, or being greatly altered by an unscrupulous publisher. It's a real headache to have 10-15 bids on an article, accept one, and then wait 1-2 weeks only to find that the publisher never followed through. Then you have to start over and begin accepting bids again.


Thanks Rand. I finally got the chance to read through this post last night and this morning. We will certainly be adopting most of the tips you have covered. I'm especially excited about utilising Reddit. We have some great posts in our blog but we are still in the early stages of building up a following through Twitter and Facebook so we don't get many views. I think Reddit could definately help increase traffic numbers. Fingers crossed 
Thankfully, you don't need to spend a dime to figure out where a large portion of your audience can be found on the web. In fact, you probably already know a few blogs, forums, websites and social media communities where discussions and content are being posted on your topic (and if you don't a Google search will take you much of the way). From that list, you can do some easy expansion using a web-based tool like Google's Display Planner:
I see these two opportunities as the future of ShoutMeLoud after the email-list. 90% of my blog’s traffic is from search engines, but I would like to have the complete freedom to reach out to users without relying on search engine traffic. For now, that can be accomplished by my blog app and my YouTube channel.  These will more than likely provide the next big move forward for my blog.
Great post randfish. I am really new to blogging, as in literally a baby. I created my blog 3 weeks ago! I am not looking to make any money from blogging. All I want is to express myself and write and share thoughts and opinions with like minded people by commenting on modern life and the odd movie review. But the crazy world of social media and the blogosphere is just mind blowing! Your tips, however, are really useful and a great reference for me.

When using images, I highly recommend creating a way for others to use them on their own sites legally and with permission, but in such a way that benefits you as the content creator. For example, you could have a consistent notice under your images indicating that re-using is fine, but that those who do should link back to this post. You can also post that as a sidebar link, include it in your terms of use, or note it however you think will get the most adoption.


If you can identify groups that have high concentrations of the blue and orange circles in the diagram above, you dramatically improve the chances of reaching larger audiences and growing your traffic numbers. Targeting blog content at less-share-likely groups may not be a terrible decision (particularly if that's where you passion or your target audience lies), but it will decrease the propensity for your blog's work to spread like wildfire across the web.

Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).[48] An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[48] Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).[51]
Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad. Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary (Whiteside, 2016).[48] Another element, which is affected within digital marketing, is ‘viewabilty’ or whether the ad was actually seen by the consumer. Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem (Whiteside, 2016).[48]
To do that, you need a consolidated view of customer preferences and expectations across all channels – web, social media, mobile, direct mail, point of sale, etc. Retailers do this using omnichannel retail analytics. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your customer insight into behavior and preferences, the more likely you are to engage them in lucrative interactions.

In 2007, marketing automation was developed as a response to the ever evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes.[17] Marketing automation helped companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers.[17] However, the speed of its adaptability to consumer devices was not fast enough.


Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[46] Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).[47] Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[48] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.

Perhaps even more valuable is referencing the content of others. The biblical expression "give and ye shall receive," perfectly applies on the web. Other site owners will often receive Google Alerts (or, if they're using Moz, they might get Fresh Alerts :-) ) or look through their incoming referrers (as I showed above in tip #5) to see who's talking about them and what they're saying. Linking out is a direct line to earning links, social mentions, friendly emails and new relationships with those you reference. In its early days, this tactic was one of the best ways we earned recognition and traffic with the Moz blog and the power continues to this day.
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