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Moxy Marketing Home page Blog and Introduction.

globalSearchShare_image Global Search Engine Results by Country

Results from Return on Now, show results by country.  Google dominates but China (Baidu) and Russia (Yandex) with large populations, still need to  have their alternative search engines considered in any global search strategy. Here are some highlights:

  1. China, where Baidu still commands a marked lead with 55% market share, followed by Qihoo 360 (formerly branded as 360 Search) has jumped from 21% to 28% share in 2015. Sogou lands out at third place with a 12.8% share. Baidu is no longer the only game in town. If you want to target Chinese internet users, all three search engines must be taken into account.
  2. Hong Kong, where Google leads by a large margin but Yahoo is hanging on at 24%, after coming in at 32% in the 2013 report.
  3. Japan, where Yahoo Japan maintains a 40% market share. Note that Yahoo Japan still serves up results using Google’s algorithm, meaning that Google is pretty much the “only show in town” for Japan.
  4. Russia, where Yandex has given back a bit to come in at 58% share (vs. 62% previously), while Google has surged from 26% in 2013 to 34% in 2015. Webcertain attributes this surge to the heavy adoption of the Chrome browser and Android-based phones within Russia over the past couple of years.
  5. South Korea, where Naver and Daum together have grown their dominance from 90% combined in 2013 to 97% in 2015.
  6. The United States, where Google continues to lead handily at 72%, but where Bing has come on strong to land at 21% share in 2015.

We Saved a Life Today!

FourPoppies_advcolor

We saved a life today. It started with four, three friends and me, then more.

My friend had a stomach ache. Was it dinner the night before? It was time for over-the-counter relief, ginger ale, and rest. But the pain increased. Then there were severe cramps. One friend urged a visit to urgent care. My afflicted friend didn’t want to go, delayed and delayed and delayed, didn’t want a big bill to pay, and more.

One heroic friend, a medical pro, insisted going to urgent care. My afflicted friend gave in for the pain. Another friend drove her over to urgent care. Urgent care says: SERIOUS PROBLEM, SHE IMMEDIATELY NEEDS A CAT SCAN AT STANFORD EMERGENCY. She was off to Stanford Hospital and a series of tests. She had a very inflamed appendix. She was immediately booked for surgery the next day. Doctors found gangrene in the appendix; this rapidly kills live cells. If it exploded she could have died. It was close call. She was getting ready for a long road trip, the timing was critical.

I picked her up at the hospital and got her settled. Though still risky, the prospects are very good for recovery. Perspective: We get so wrapped up in finding jobs, places to live, how to survive in the intense Silicon Valley jungle. Saving a life was a joyful experience. It is about what really matters and a lesson for our hearts, minds, and souls to remember now.

We saved a life today!

BtoBs Still Struggle to Measure Marketing Impact

dogon_up_disneymovie

The dog in the popular Disney movie “Up,” would lose focus and chase animals that came his way. He never caught them and got lost.

Does your BtoB business lose focus and get lost in measuring what matters to the business and instead chases after what’s easy? Tracking quantity over quality? Failing to measure factors that lead to improved performance?

Businesses often don’t really “walk the talk”; I see lots of talk but limited actions. It is also hard to change. Employees keep cranking out information in a blizzard of endless reports, without a reality-check on what really matters. Companies measure the easy metrics (for web sites: views, impressions, conversion for a simple download but without real qualified leads). SEO keywords are not id’ed and fully integrated for easy search. Whitepapers are bought and pushed out furiously, without regard to their measured value to any top line or bottom line numbers or even brand sympathy.

Let’s keep our BtoB businesses from becoming the dog in the Disney movie.
If you want to join me and champion this cause, please read Laura Ramos’ excellent Forester Report, “Metrics That Matter For B2B Marketers”. Despite being published last April, 2015 it is all still highly relevant, thought provoking, and has suggested solutions for dealing with this problem.

Harrison Ford is The Ocean

Harrison-Ford-Star-Wars-voice-of-oceanHarrison Ford is back as an older and wiser Hans Solo in Star Wars: The Force Awakens.  But did you know that he is also the Voice of the Ocean?

Conservation.org has created a spectacular digital brand awareness and fundraising campaign.
It has created a series of movies with different celebrities as the voices of different facets of nature.  Julia Roberts speaks as Mother Nature, Kevin Spacey as the Rain Forest, Robert Redford as the Redwoods, Penelope Cruz as Water, Edward Norton as Soil, Harrison Ford as the Ocean, and so on in Nature Is Speaking.

It brought down the house at the recent Paris Climate “Conference of Parties 2015”.
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Cyber Risks: A Severe and Present Danger

computersecurityblogHow are we managing cyber risks in an interconnected world?  There are surprising key findings from The Global State of Information Security® Survey 2015. from PricewaterhouseCoopers.

There are severe economic dangers and bigger push for solutions.

The annual survey of more than 9,700 security, IT, and business executives found that the total number of security incidents detected by respondents climbed to 42.8 million this year, an increase of 48% over 2013. That’s the equivalent of 117,339 incoming attacks per day, every day.

Security incidents outpace GDP and mobile phone growth.
Global security = 48%
Global smart phones =22%
Global GDP=21%

What are the costs?
Not surprising in light of last year’s prominent breaches (Target, JP Morgan Chase, Home Depot, and others), is the finding that bigger losses are more common:  Organizations reported financial hits of $20 million or more and this increased 92% over 2013.

Read the full report

How to fix broken employer-employee problems

AllianceNetwork

The business employment process is broken.  I’ve witnessed way too many U.S. layoffs and reorgs, where continuity and trust are lost for employers and employees.  Anxiety and confusion abounds all around.  There is distrust and constant churning as companies lose valuable employees.  Employees are compelled to constantly keep looking for better opportunities.   Meanwhile, we hear too many company mission statement platitudes such as “we highly value our employees” or our goal is “excellence”.  Trust in the business world is now at an all time low.

What can we do? Reid Hoffman, Cofounder and Chairman of LinkedIn, along with Ben Casnocha and Chris Yeh, suggest bold and practical ways for management to Rebuild the Employee Relationship For Today’s Networked World in the New York Times Bestselling book, The Alliance.

Employers and Employees can build trust and mutual investment by having honest conversations both ways.   The authors advocate a “tour of duty” or specific assignment within a framework mapped out within a timeframe with metrics.  A meaningful conversation take places about longer term career goals and company needs, thinking beyond the immediate employer and the employer.

I particularly like the idea that “employee network intelligence” can supply really powerful advice and information that helps employers  as well as employees.  An alumni network is part of a healthy ecosystem, too.  A constantly nurtured and vital network, Your “network” becomes part of  your “net worth” for management too.

Also, instead of filling one position with very narrowly focused requirements,  I believe that Hoffman,  Casnocha, and Yeh show how management can greatly benefit by developing talented and diverse individuals with of all ages (older and younger) and backgrounds (with transferable skills and experiences) for mutual benefit for today’s networked world.   Discuss The Alliance Framework.

 

Google and Panda 4

Google-Panda-Algorithm-UpdateGoogle announced a new update to Panda algorithm, Panda 4.0, on May 20. This is an SEO change which affects many sites, it can cause them to rank higher or lower in search results.  But what does this really mean?

This can be quite confusing.  Let’s step back a bit here and explain a little Google algorithm history.  Search Algorithms are computer programs that look for clues to give you what is most relevant.  Google says its overall search strategy goal is for web sites, pages, to produce high-quality and relevant information for a better user experience.  Google created a “Quality Rating” for sites.  They also want to sort out special tricks used to improve SEO or bad/trick methods (such as spamming, copying or scraping info from other web sites and more).

Webmaster guidelines are explained simply at Google.

Google major version algorithms are Hummingbird, Panda, and Penguin, each one focusing on a different facet of search.  For each algorithm, there are separate updates. Simply put, Penguin gives guidelines on link building, Panda gives guidelines on combating spam, and Hummingbird focuses on building meaningful conversation content and opens the door to promoting more social connections to expand cross-connections via social media networks; it isn’t just about keywords anymore. 

Back to Google Panda; this is a filter that prevents low quality sites and/or pages from ranking well in the search engine results page (or SERP), that is the listing of results returned by a search engine in response to a keyword query. The filter’s threshold is influenced by Google Quality Raters. Quality Raters are people (using stats too) who answer questions such as “would I trust this site with my credit card?” so that Google can distinguish the difference between high and low quality sites.

So what does the Panda 4.0 update really mean? Based upon initial analysis, this update reinforces and tightens up the rules for quality scoring.  Again if you have useful quality content (meaning not thin or copied), you will show up better in Google search.  Also, if you paid for an AdWords search and your Quality Score is lowered your ranked lower and you lose money.

For example, with the 4.0 update eBay has a 33% drop in SEO visibility and Ask.com fell 50%, per SearchMetrics

It seems like Google’s goal is to try to make webmasters/professionals stop thinking about how they can trick or play games with Google and just concentrate on making a great site/pages.  It is also great that they play a watchdog role to weed out content cheaters.  But we are all beholden to Google’s constantly changing thinking and how to interpret it.   In the end, it can be really confusing so it helps to work with professionals who monitor the changes. 


 

 

Modern Marketing Tour – Oracle Marketing Cloud

MA_Logo_actionandgraphsAmplify: Age of the Customer, Digital Body Language, and post-Digital disruption

The Modern Marketing Tour (the Oracle Marketing Cloud, formerly Eloqua, conference) amplified the “Age of the Customer,” “Digital Body Language,” and “post-Digital disruption”. These are key phrases describing the changes in marketing that focus on finding better ways to reach customers and measure the real impact of marketing. The changes attempt to more closely map marketing efforts to corporate top line (net sales) and bottom line (profit/loss) results.

By using the Oracle Marketing Cloud (Marketing Automation) you get more accurate, more confident, faster decisions, per Nicholas Petersen, Performance Analytics Practice Lead, Relationship One. MA beyond anecdotal information and Excel spreadsheets. One can track trends, measure, and draw insights from the “Digital Body language” of the customer (the customer, who is center of all interactions, beyond just one funnel approach), per Mili Patel and Adrian Chang, both from the Oracle Marketing Cloud Team.

What is the result? You can get increased profits, revenue, valuations, and more. Perhaps even move into better predictive modeling to help the CMO and CFO. For example in terms of marketing spending, this can mean shifting more money from content broadcasting (with limited or no good data tracking) into areas that can provide more useful information for the customer and company, per Laura Ramos, VP, Principal Analyst at Forester Research, Inc.

Covidien has a top down team approach to focusing on the customer with a combination of many different platforms—this is not easy but worth doing. To fully benefit from this way of thinking requires the mindset, expertise, and thoughtful use of complex toolsets – of course Eloqua was featured but as one part of a systems thinking approach. This higher-level thinking requires breaking through isolated silos to integrate tools for customer data, tools such as salesforce.com (CRM), Content Marketing Systems, Tableau (aggregate data), Bizo, and many more, per Vince Rainsford, VP of Marketing Operations, Covidien.

Although there were value-added analysts, consulting firms, and partners, presenting at the Tour it was an Oracle show and a good one. It was also great to meet and mingle with the terrific Topliners.com (Eloqua) community too.

Marketing Automation: What is the Big Deal?


flat_Logo_actionandgraphsMarketing Automation (MA) is a hot topic.  Numerous powerhouse companies are doing strategic mergers, expanding product-lines, and having conferences on the subject. So what is it and why is there all this activity now?

I am a contributor and advisor to an “Amazon Best Seller,” eBook, The Big Book of Content Marketing, by Andreas Ramos.  The eBook is about proven, real-world strategies and tactics, with practical advice on how to measure and get results in marketing.  I was curious about how MA may fit into our thinking, so I recently attended the “Modern Marketing Tour” conference sponsored by Oracle Marketing Cloud (formerly Eloqua) in Denver, Colorado.  So to to answer my questions, I’m writing a two-part blog story on MA, including:

  • Part 1: What is Marketing Automation?
  • Part 2: The Modern Marketing Tour – Oracle Marketing Cloud

What is Marketing Automation?
What is the big deal about Marketing Automation (MA)? We already have decent business intelligence software, enterprise software, email automation, CRM software and numerous types of marketing software; these tend to be complex, more IT-centric, and map to existing corporate structures.

The key difference of MA over other types of software is that it has a razor sharp Customer-Focus that gives the C-levels (Chief Marketing Officer or CMO, CFO, CEO) much more visibility into the Customer Relationship.   The Customer is the center of attention, not the company web site.  The goal is having the ability to better control, make sense of and drive revenue using big data insights tracking wherever the customer goes.  In other words, it is a better way for sales and marketing to watch interactions with potential and current customers, to sort them, and directly target & nurture their needs to increase profits and other business goals.

There are several MA products on the market, the key ones are Oracle Marketing Cloud (Eloqua), Marketo, and Loopfuse, but there are others popping up also.

Marketers know that in order to understand the value of, say, a campaign, they must identify, track, evaluate and then refine the metrics that provide the most insight and then decide what action to take, if any. This is especially important with the explosive growth in new and diverse social channels/platforms (Facebook, LinkedIn, Twitter, Google +, Pinterest, Instagram, and so on) , MA tries to address the need to target and interact with customers on their  most active channels, in addition to traditional shopping carts, email, or ad campaigns.  Hence, the traditional the “buying funnel” or the multiple Excel spreadsheets cobbled together, though useful, can be jet propelled by more sophisticated and integrated MA tools.

It all sounds commendable and worth investigating.  However, MA is a systematic mindset, a methodology and a set of tools–it also needs top-down exec support to bypass political hurtles, expert teams with can figure out the business and technical setup strategy, goals and tactics and implement it and ongoing monitoring and accountability, just to name a few areas.

So let’s delve into one major MA vendor approach.  Stay tuned for Part 2:The Modern Marketing Tour – Oracle Marketing Cloud.

How Healthcare Marketing Needs to Evolve

healthcaredoctorbaby

After interviewing many healthcare managers and executives over recent months,  I found that they are very concerned about how the Patient Protection and Affordable Care Act (PPACA) or “Obama care,” will affect their organizations.

They face many challenges.  For example:

  • All want to differentiate their unique hospital products and services to better appeal to consumers (primarily patients) and stand out from other hospitals and hospital systems.
  • Most of them agree that their businesses need to move to a more consumer-oriented model to really engage, grow, and retain patients and attract quality medical professionals.  In other words, they need to connect better to their audiences.
  • They recognize that there is increased competition between the major providers of healthcare.
  • At the same time, there is a strong focus to reduce costs with a greater emphasis on preventative health and a push for more economical procedures.

So, how can health systems, providers, and marketers stay ahead of the curve and address the U.S. health care evolution?   Of course, marketing is a leading component to help resolve some of the issues, but it will not solve all of them.  However, healthcare organizations can address some of these challenges and connect better with patients, doctors, health pros, internal teams, and others by pursuing more advanced and proven marketing strategies, practices, and methods.   This is just the beginning of a bigger and more complex discussion, but here are a few suggestions.

Content Marketing:
If a hospital explains its “latest and greatest technology,” in corporate-speak, that may appeal to doctors doing leading-edge surgeries, but this won’t mean much to a potential patient.  For example, there is a growing movement for using surgical robotics technology in operating rooms.  But patients may be fearful of being operated upon by a “machine.” They need a more personal, warm, and friendly explanation (in a testimonial, case study approach, in video or photo story formats) in their language to show them how the technology can help their doctors get better results for them.

Social Media Marketing:
Many healthcare companies do try to have some presence on Facebook, Twitter, YouTube, and LinkedIn for their brands.  Some do a better job than others. However, I personally see very few of them  consistently taking advantage of optimizing all these incredible ways to engage patients (or consumers) or even medical professionals.  They can also track results through social media metrics and have conversations that resonant better.

Healthcare organizations also need to expand and adapt with Google+, blogging, contextual advertising, and integrate more with appropriate audience receptive media (photo, video, infographics, podcasts, and more).   Google+ is often underestimated when it comes to most marketing efforts, not just in healthcare marketing.  Google has the biggest and most powerful influence on usage and search; it has evolved a new model of search optimization (Hummingbird) that has catapulted using the volume of meaningful and engaging content as a key determining factor in deciding search results, not just keywords.  So really getting on board with Google in many ways, helps organizations be found and be profoundly engaging.

The new healthcare marketing evolution adventure is coming.  Overall, the time has come for healthcare organizations to evolve their marketing and move forward to reach all their audiences.   Healthcare organizations can leverage help from concerned marketing and technology experts from high-tech and other industries. This is just the beginning of an exciting adventure that will reap huge benefits to patients, doctors, medical pros, and organizations.