In an ever growing digital age it is often difficult to keep up with the lingo and buzz words that carry such relevance with prospective and current clients.
To help ease the headache of research we've aggregated a few terms together to help broaden understanding of their both benefit and use.
Re-targeting - Embedded page code creates a list of people that visit your site by placing anonymous retargeting "cookies" in their browser. This list allows AdRoll (or other retargeting vendors) to display retargeting ads to your potential customers as they visit other sites.
Why It's effective - Retargeting generates greater online sales by keeping your brand front and center and bringing "window shoppers" back when they're ready to buy. Every time your customer sees your retargeting ads, your brand gains traction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.
Google Adwords - A pay service provided by Google that puts your ads into google search, there are many variations and ways this can be utilized.
Why It's Effective - Most statistics cite Google as a source of 90-95% of referral traffic, getting visibility via Google Adwords is just as important if not more so for marketing to your customers.
Good visual guide here - http://www.wordstream.com/articles/what-is-google-adwords
Google Analytics - A metrics tool provided by Google to track website variables like click through, pages, exit rate and other important data.
Why It's Effective - Analytics allows you to track trends and more specifically, the pages your customers are visiting/leaving helping you to understand your strengths and weaknesses
SEO (Search Engine Optimization) - Similar to Google AdWords, SEO is the art and science of publishing information and marketing it in a manner that helps search engines understand your information is relevant to relevant search queries. Whereas Google Adwords is sold/sponsored ad space, SEO is organic search.
Why it's effective - Most internet users never scroll beyond the first page of search results. That means that if your business website doesn’t appear on the first page of search results, a large percent of people making Internet searches are never going to find your page.
Insights (Facebook Insights) - An analytical tool that allows businesses to assess their performance including the number of likes and the reach of your posts.
Why It's Effective - Like Google Analytics, Insights provides customer metrics. Facebook insights tend to be more specific to the users you are engaging, helping you understand gender, age range, country, and other metrics specific to your customers.
Currently we're working towards a long term goal that explores new pathways of marketing including social media, ad roll, facebook retargeting and more SEO features. Adapting to changes in the event photography industry means giving participants and customers as many options as possible to buy and share photography content.
We'll keep you updated as we develop out these new services.