YourWebDude - YWD

Gustavo Jabbaz

20 Jun 2017

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Mobile Marketing for the Small Business

YWD Mobile Marketing

Nowadays, mobile needs to be a priority for the small business (for all business size as a matter of fact.) Companies' website/blogs and all digital campaign efforts have to work well on the small screen and meet the phone owner expectations.
Since the introduction of the iPhone in 2007 mobile internet use is on the rise, today more than 65% of internet traffic is on smartphones. This trend will keep growing until desktops become the tool for power users in need of the bigger screen.

"In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year. Mobile currently accounts for half of all global web pages served."

Most people prefer to do their social media, searches and email reading on their phones. Digital Marketing got started for the desktop and follows people eyes to the small screen. But, the mobile experience is very different. What the smaller screen, data prices and the "on the go" nature smartphone have makes the user experience unique. Therefore, you can't just do the same for both; mobile needs to be to the point and easy to get.

Unique content needs
It needs to fit the small screen. Pages need to load fast and need to be small in bite size for data use concerns. Google and Facebook are working on improving delivery times for their mobile users. Google created AMP and Facebook started doing Prefetching (or preloading advertiser sites.)

Google AMP:
Facebook Prefetching:

Mobile has It’s own writing style
The mobile user scans even more than on the desktop. Content needs to get to the point quick. Good use of headlines and bold points that need attention. Make your point at the start of the post, keep paragraph short and engage the reader with lists, or numbered steps for a longer read.

How to Write Content That Engages Mobile Readers:

Mobile Ads
On Mobile, you find ads in many places. Marketers are following the eyeballs. Video, location-based ads and rich media are best for mobile advertising. You just need to see what Facebook is doing with Local Promotions; the ad gives you direction to find the store near you. Google has ad extensions and Tap to Call feature to get store hours and call from your phone.

Connect with Mobile Users: Google Best Practices: Mobile Ad Formats and Sizes for Display Ad Campaigns:

Social Media 
Facebook, Instagram, Twitter, Snapchat, Pinterest. These are the few Social Mobile apps that have more activity on mobile than on the desktop. It seems that Social Media is tailor-made for mobile, most people check their favourite social media app multiple times per day.

The Future of Social Media is Mobile - Are You Ready?:
Mobile Social Network:

Email reading
Although not as much as Social Media, a large number of people prefer to check emails on their phones. This trend started with the introduction of the first Blackberry. Your email communication has to be mobile first.

The ultimate mobile email statistics overview:
10 Tips for Getting Your Emails Opened on Mobile Devices:

For years experts have warned us about the rise of mobile internet. The time has arrived, if you discount your mobile audience, you will lose business. It is that simple, so everything you do on digital has to put the mobile experience first.

For questions or other inquiries, leave a comment below or just use the contact form.

17 May 2017

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What Digital Marketing is

I still get asked this question; What is digital marketing? Working in the online industry you expect everyone to know this, right? The truth is that there are a lot of people (business owners) that are confused as to what online marketing is. Why wouldn't they, it changes so quickly that it is hard to keep up. So, to make it clear what all this magic is, here are my thoughts on the subject.

From Wikipedia

"Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them."

For example; if you want your ads to display to young mothers in New York City that are looking for a new stroller, you can. And, you can see how many of the young mothers reacted to the ads.

Full article:

Digital marketing has a significant advantage over its conventional counterpart. Tracking, with online advertising marketers, can track results for each of their campaigns. In some cases, this is done real-time.
For a small business, this ability to track results is beneficial when managing resources and a tight budget. Very quickly you can find if your campaign is working, if not you can address the part that is not performing and avoid wasted resources.

Another fact that makes digital more useful than traditional marketing is that the mediums used for traditional marketing are fading rapidly, at the same time online and social advertising is on the rise. As a small business, you should put your money where it will have a bigger bang.

Digital marketing covers a myriad of different avenues, a list too long for a single blog post. Therefore, I'll only concentrate on the parts that every small business owner needs to focus on.


For the small business, mobile needs to be the priority for all online campaigns. Since the introduction of the iPhone in 2007 mobile internet use is on the rise, today more than 65% of internet traffic is on smartphones.
Most people prefer to do their social media, searches and email reading on their phones. Unfortunately, the mobile experience is different from the desktop experience, and the same is for user expectations. You can't just do the same for both; mobile needs to be to the point and easy to find.

Paid advertising

A very efficient way to get traffic, there are plenty of channels to advertise depending on the demographic you are trying to reach. From banner ads to single post in social media feeds, all the major networks (Google, Facebook, Twitter and LinkedIn) work hard to give the best possible content to the user. This policy means that your ad will display to the person in need of your product/service and avoid the less interested.
It is pretty easy to escalate the spending on any online ad campaign. Fortunately, most networks provide excellent monitoring tools that help you to spend your money efficiently.

Organic advertising

The advertising that you don't have to pay and the one where you don't sell, but share your knowledge.  There are benefits to sharing with everyone what you know; it makes you a thought leader in your field, and it adds transparency and confidence to your brand.
Two main parts make up organic advertising; Content and Social Media Marketing. Content Marketing is the support material created about your products or services. This material can be things such as; Articles, Blog posts, White papers, How-to Guides, Videos, Infographics, Memes, Photography, Case studies, etc. Anything of value for your potential client, which will help them find the right solution.
Social Media Marketing is the distribution of the valuable content you created. Since for small businesses creating new content regularly can be pretty taxing on resources, curating on-topic articles and videos from external sources is an excellent option for maintaining social media feeds fresh and current.

Digital marketing has many advantages for businesses; it serves via the internet and displays on all devices. Digital marketing does local, thanks to geolocation you can target potential customers when they are near or in your store. With 40% of the world population online you don't need to worry about reach. Speaking about reach, with what Google and Social Networks know about people is very easy to target your customer base. In fact, Google and Facebook are working hard to deliver the right ad to the right person at the right time.

So, next time you need to advertise, would you get a newspaper ad?

Questions? Place them below in the comments.

1 Aug 2016

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Why iOS web traffic is still higher than Android

Why iOS web traffic is still higher than Android

Ever since Apple released the iPhone in 2007, it has dominated the web traffic for mobile devices. It is only in the last quarter of 2015 that Android devices surpassed iOS ones on global website traffic, although by a small margin.
In North America, Apple's iPhone is still the dominant one, even though there are close to three times more Android-powered devices out there. Logic would dictate that the reverse should be true, all smartphones can surf the web.

Taken from The Mobile Web Report Q4 2015 by DeviceAtlas

There isn't an apparent reason as to why people with iPhones tend to browse the web more than Android users. I found that most of the explanations revolve around user experience. iPhones' iOS provides better web experience, and some reports prove the point.

One of the reports; Chitika Insights produce a report in 2014 (Full Report) which shows an impressive statistic; app traffic is higher than web traffic for Android phones and the opposite for iPhones. Below is an extract of the report with their explanation for this discrepancy.

"It’s likely that Apple users, in aggregate, are simply more likely to use their browser throughout the course of a given day. Safari has regularly earned praise for its functionality on mobile, and, perhaps more importantly, Apple makes it the default browser for any link clicked on an iOS device. This familiarity may predispose iPhone users to more often trust in their browser when performing tasks, as opposed to finding and using an associated app." Full article.

Wired Magazine has a different answer in an article from 2013. They thought age and user behaviour were the factors:
"iOS users skew slightly younger than Android device owners. 19 percent of iOS owners fall in the 18-24 year old age bracket; 16 percent of Android owners do. Perhaps culturally, these folks tend to be obsessively glued to their touchscreens every waking and non-waking moment of the day more so than older mobile device users. 
Android owners also seem to use their devices more on the go, while iOS users will settle in for long sessions on their smartphone. Two-thirds of online activity on Android phones is conducted over a cellular connection, Comscore found, while more than half of all time spent online on iPhones happens over WiFi. 
Unsurprisingly then, Android users regularly consume more data than their iOS-using peers. With this in mind, it makes particular sense that Android users would watch less high-bandwidth video than iOS device owners." Full article.

The age gap seems more significant today, and for the "user behaviour" part, although all phones are faster than they were then, there are a lot of underpowered Android phones out there.

Which brings me to the next points, hardware, and OS. Apple has had a limited number of models available to the consumer at any giving time, which all of them share the same OS. Even the lowest model iPhone is a powerful device. Another contributing factor is that the iPhone owner is more likely to upgrade to the newly released version.

On the other hand, Android has many different manufacturers with different models that try to appeal to the full economic spectrum. The majority of Android smartphones are low-value phones or entry phones, which they can't compete with an iPhone for User Experience. There is also the fact that Google allows phone manufacturers to modify the OS to fit their business needs. This practice enables Android to have massive adoption, but it also created the fracturing of Andriod. Today there are many different versions of Android on various phones. Not all Android smartphone are equal.

Another interesting fact is that it seems that iPhone owners tend to spend more online. Even on the desktop, people with more income tend to use the web more; this could be another reason why iPhone owners spend more time surfing.

"According to a report from IBM Commerce, nearly 40% of all online traffic the day after Thanksgiving came from iOS, Apple's mobile operating system for iPhones and iPads. 
Only 17.3% came from Android. 
But that's not all: 27.7% of all online sales came from iOS devices, and only 8.3% came from phones and tablets running Android. 
iOS users also spent and averaged $125.83, significantly more money than Android users, who spent $107.60, according to IBM." Full article.
Taken from Tech Insider article

Apple is known for the care place in every detail of their products. User Experience is where Apple products excel, the iPhone is no exception. From the very beginning, Apple knew that the web was the ultimate destination, and they made sure every link in any app or email would open Safari in one smooth flow. Having tried Andriod products, I have to agree with the critics the web experience is not as seamless.

30 Jun 2016

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3 things that make Tumblr great for Small Businesses

3 things that makes Tumblr great for Small Businesses

I like Tumblr; I'm always recommending it to friends and clients. Although it isn't a fit for every business, it does have good qualities, which we cannot ignore. Tumblr is a blogging platform, a website CMS (way easier to use than WordPress) and a social network. With Tumblr, you can also have your custom domain (your business web address) and the best part, it is free. All of this makes it the perfect platform for a small business to host their website, blog or both.

Tumblr has an ad-based revenue model as most social networks do. Tumblr resisted having ads from the beginning, and the advertising part of the business still lacks tracking and targeting features found on most online advertising system. Due to this below par advertising system; revenue generated for Tumblr hasn't been stellar. Fortunately, this situation can be easily remedied, just look how Facebook managed to turn around their lack of revenue on mobile.

There excellent opportunities on Tumblr, here are some good posts on how to do business with Tumblr.

Tumblr is a social network with a blogging platform, and it has great potential for marketers, but for this post, I'll try to make my case for the benefits of a website platform. 

1_ Price; it is free
Can't beat that price, but will it stay this cheap once Yahoo sells it. That's anybody guess,  for now, and the near future it will remain like this. Tumblr also has an advertising revenue model, although it doesn't have the Facebook suite of features, Tumblr does have the reach of 420 million active users. Also, they own a lot of data; from visitors and accounts. Data is what Google and Facebook transform into revenue and Tumblr can do it as well.

2_ Your Website
You can host your site, blog or both. Also, since it is pretty simple to setup a new account, it is ideal for marketing campaigns support with quick build microsites. Best of all you can use your domain and not have to use the domain.
You have to keep in mind that Tumblr is a blogging tool that supports complementary pages to your blog. When thinking of using Tumblr for your business website, remember the blog part is always at the front. Having the blog this prominent can be a good thing; it creates an incentive to keep coming up with new fresh content. And new fresh content is what Google likes.

A couple of useful posts to get you going with a Tumblr website:

3_ Design
Tumblr has Themes; you can pick from the hundreds of Themes available and some of them are even free. If you choose a Theme that is close to your brand, you can modify the code to get it just right. Mind you, programming (HTML) knowledge is required when editing the Theme code.
Being able to modify the code also means you can start from scratch and have a unique look and feel for your site. Tumblr offers help on how to get started building your Theme; How to create a custom HTML theme.
Before you learn HTML and Tumblr's programmatic framework take a look at what's already available;
Developers and design studios create the Themes; I'm sure if you contact them they will be able to help you with your own. For the right price.

A couple of useful links on designing for Tumblr:

4_ (Bonus) Post whatever you want
As mention above, Tumblr is a blogging platform and having fresh periodical content helps your SEO. What can you post? Just about everything. By default, you have the option to Text, Pictures, Links, Video, Audio, etc. You can also connect your Instagram or Facebook account to share the same content on multiple platforms. The automation tool IFTTT (, supports Tumblr. Hence, more options for you on what you can post on Tumblr from your other social media accounts.

For the small business with few resources Tumblr makes a lot of sense. A robust blogging platform, which allows you to showcase the best your company can offer without the help of a development team or agency.

A few examples of the many brands on Tumblr

Universal Music
J Crew
The Economist

If you have any questions on setting your website on Tumblr, don't hesitate to ask. Use the comments or the contact form.