Digital Marketing Trends – Part 3 – Web Design

So, you’re gung-ho about getting your new business idea and you want to have some visual representation of it out there and NOW! Before you decide to pick up some fancy CMS software, there is much you’ll need to consider before you start creating your masterpiece. 

web_design.jpgImage Credit Pochara IT

Your website is owned media meaning that everything that you apply and create from scratch is all yours and you have complete ownership of it. In fact, an organisations website is the face of the organisation and every touch point is crucial to make a lasting impression on potential customers and clients. It’s a hugely competitive out there so you’ll need to stand out, have a unique selling proposition (USP), if possible create your own niche, do what you do very, very well and above all do it right! First impressions create lasting impressions so be sure you get it right from the get-go. 

69.6% of Australia/Oceania use the internet!

Here are a few stats that may well blow your mind and make you reconsider the competition you are up against. According to Web Host Ratings

  • As of January 1, 2018, there were over 1.3 billion websites on the Internet.   
  • As of January 1, 2018, there were 3,812,564,450 internet users spanning the globe. 
  • As of January 1, 2018,  69.6% of Australia/Oceania use the internet. 
  • Google currently processes over 6,586,013,574 search queries a day worldwide
  • More people access the internet on a mobile device than they do on a desktop computer. In 2017, the mobile internet usage was 58.9% and this figure is expected to grow to 61.2% in 2018.

Mandatory steps in building your website 

Website design is a very complex process and can be a large job to set up a website that will accomplish the goals you have set out. The better your website is, the easier it will be to convert your traffic into customers so be sure to follow all the necessary guidelines and get it right. Keep in mind, If you are wanting to personalise your site you may want to consider approaching a professional one on one web designer to construct your website. However, in many cases, a pre-made template from a Content Management System or CMS such as WordPress, Joomla, Squarespace, or Wix could suffice depending on your website’s purpose and structure. 

creating_a_website_picPic courtesy: LCN Ltd 

The 7 Phases of Web Design 

Phase 1 – Discovery – Website Purpose, Online Value Proposition, Website Goals, Target Audience. 

Phase 2 – Planning – Sitemap, Website Structure, Technologies Used, CMS or Web Designer, Register Domains and purchase Security (SSL Certified).  

Phase 3 – Design/Aesthetics – Dynamic Design and Personalization, Overall Website Color Palette, Navigation, Wireframe Models, Visual Style, Usability – UI & UX, Mobile Design. 

Phase 4 – Content Strategy – Page Design, Interactiveness, Usability, Accessibility, Copywriting, Photos & Videos, Content Optimisation (SEO). 

Phase 5 – Development – Navigation and Structure, HTML, CSS Coding, Database/CRM, Responsive Design. 

Phase 6 – Testing – Technical Testing, Browser Compatibility. Does the site fulfil its purpose?  

Phase 7 – Deployment – Monitor Site, SEO, Social and PPC Reports, Fix Bugs.  

Check out this clip from Thundera MultiMedia for more insight into the above-mentioned necessary web design steps. 

Okay, you now have your whizbang website that’s going to change your life and increase your chances of holidaying regularly in the Bahamas. What to do now? 

Update with fresh, reliable and relevant content daily, ramp your SEO wherever possible and look into utilising Google AdWords. Test your sites page load speeds and check for broken links to reduce the chances of Google penalising your SEO rankings. 

In the next edition, I’ll be looking at content and how to come up with fresh ideas. I’ll also be looking at why you should consider including guest writers and how they can add a breath of fresh air to your site, boost your SEO rankings and compliment your writing style. 

Written by Ben Petterson 

If you enjoyed this article you may also like part 2 of this series on Search Engine Marketing (SEM)

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Digital Marketing Trends – Part 2 – Search Engine Marketing (SEM)

Search Engine Marketing is one of the single most important things a Digital Marketer will do to provide client acquisition. So just how are Digital Marketers getting the most out their efforts? We take a look at the world of SEM, basic terminology and some essential practices that will well and truly get you on your way to Google page 1!


Pic courtesy – MayaTechnoSoft

It’s all about having a good mix of owned, paid and earned media. These practices will both up your SEO ranking with Google, Bing and Yahoo to ensure you are being seen as well as ensuring your site is both trustworthy and noteworthy. This said SEM is not for the faint-hearted as it requires ongoing and constant updating and doesn’t have an ending.

It is an exciting world to be a part of and is constantly changing which makes it very much an ongoing challenge for the modern day Digital Marketer who is serious about obtaining optimum SEO results for his or her client.

The two main search engine marketing techniques for making a company and its products visible through search engines are:

  1. Search engine optimization
  2. Paid search marketing or Pay Per Click

Here’s a good summary of the difference between SEO and SEM: 

Video Courtesy – Ignite Visibility

So, what exactly is owned, earned and paid media?

Owned Media – The Company’s Website, Mobile Site, Blog Site, Social Media Channels, Company Newsletter, Online Reports, Email Marketing and SEO.

Earned Media – Gained through promotional efforts rather than paid media advertising such as content that is mentioned, shared, reposted or reviewed by others either socially or via links on blogs, websites or through social media. 

Paid Media

  • Social Media Boost Posting
  • Sponsored Ads or online Display Ads via Google Adwords
  • SEM: Search Engine Marketing
  • Retargeting
  • Pay-Per-Click or Paid Search Marketing
  • Organic – such as natural searches. Online Display Ads (Banners)
  • Affiliate Marketing: Paid per sale via blogs for example.
  • Influence Marketing: Produce stories for organisations
  • Paid Content Promotion
  • Google Webmaster Tools

Google is the biggest search engine on the planet so if you’re not ranking well with them then you’re not being seen and your website is not performing at its full potential in terms of driving traffic. Page one on Google is the holy grail in digital media circles and if your company’s website is not on page 1, you are missing out on a large amount of client acquisition.

Google uses around 200 factors or signals within its search ranking algorithm. These include positive ranking factors which help boost position and negative factors or filters which are used to remove search engine SPAM from the index where SEOs have used unethical approaches to ‘game’ the Google index.

Stats surrounding SEO

According to WME Group: Businesses on the first page of search results reap 70% of Google’s internet traffic, 30% of total traffic is taken by the business ranking at number one and organic search results earned through SEO are 8.5 times more likely to be viewed than paid ads.

Content Marketing Model 


This illustration displays the full process of a Content Marketing Model provided by U.K Digital Marketing group First10. It clearly shows what happens with various produced content and the SEM process a company or individual should undergo to help provide excellent SERP results.

It is important for Digital Marketers or individuals to get this right. According to research conducted by Optify , 91% of searches on Google don’t go past page 1 of a search result and 50% don’t go past the first 3 results on page 1!

*Illustration courtesy of First10.

Applying a content marketing strategy to your SEM practices is hard consistent work and it doesn’t come easily. However, by practising these procedures regularly a transition will begin to emerge.

Here are some essential SEM practices to get you on your way:

  • Create Excellent Branded Content. This can be tricky but ensuring the content is not of poor quality e.g. no spelling or grammatical errors and a minimum of 600 words per page is essential.
  • On the subject of content, ensure you include all keywords throughout your website or blog and especially in the title and within the copy. Also, ensure your content is relevant to your keywords as Google will penalise you irrelevant, misleading and non-current information.
  • Fast load times – Google loves fast efficient pages that deliver relevant content quickly. The Google Page Speed Tool can help you with insights into page load times as well as bounce and exit rates.
  • Link building is an integral part of how search engines rank content such as encouraging your readers to ‘retweet’ or ‘share’ your content. Anything that encourages readers to link to your content, social networking or approaching influencers and other blog and websites such as Digg to help get your message out will also be beneficial. Here’s a list of the top 15 influencers in 2017 on Instagram to give you some insight on the type of people you need to approach.
  • The power of video content. Dont underestimate what video content can do for your conversion rates. According to Thundera Multi Media  70% of Marketers report that video converts better than other content types.

  • Lastly, Measure your Results! Although “content is king”, it’s not only content that will get you across the line. Checking your analytics to see what posts worked, which didn’t and where posts were most viewed will give you the ammunition to produce content that will have greater results within your SEO rankings. Another key advantage is by analysing organisations can predict what customers want before they even want it. Analysing your data output can be done via backend analytic reports within blog creation software such as WordPress or through Google Webmaster Tools.

Webspam Content Violations 

It is important to stay within Google’s strict guidelines or penalties may apply. In some cases, Google may even remove you from their search results altogether! Here’s a video that demonstrates which practices will decrease your SEO results and what to be aware of when creating organic content for your blog or website:

Google Content Violations courtesy Google Web Masters

Well, I hope this post has given you some good insights into best practices to obtain high ranking SEO results.

If you like more information on this topic or similar Digital Marketing topics, please head to or us an email at and we’ll be more than happy to oblige.

Written – Ben Petterson

If you enjoyed this article you may also like Digital Marketing Trends Part 1- AI or head to Murdok on Facebook for similar stories and insights.

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Digital Marketing Trends – Part 1 – AI

AI is fast becoming the digital trend to keep your eyes on in 2018 and beyond from Apple’s Siri to Tesla’s self-driving cars to Google’s smart digital assistant AI mechanisms. It’s only natural then that the big name players around the globe are pressing forward wherever they can when it comes to AI as it holds massive potential in the field of digital marketing.

forbes-AIPic Credit  – Forbes

AI can provide a more efficient customer service experience, can predict analytics and perform target marketing toward consumers. These powerful tools when integrated and implemented correctly within a business can provide significant ROI to businesses.

It’s an exciting time for the AI industry as it’s increasing jobs  and leaders in business are recognising that AI is enabling to better serve and win new customers as Adam Lai from PWC consulting describes:

Clip – PWC Consulting

According to Ericsson Consumer Lab:

  • 35% of people would like an AI advisor at work
  • 1 in 4 would like an AI Manager
  • 6 in 10 want to employ AI to block out online ads
  • 42% of respondents agreed that companies will use AI to make intelligent advertising that knows exactly how to persuade us to buy things in the future.

Artificial intelligence is technology that seeks to mimic human intelligence, which covers a huge range of capabilities for the digital marketer such as; voice smart content curation, voice search, programmatic media buying, propensity modelling, predictive analytics, lead scoring, ad targeting, dynamic pricing, web & app personalisation, chatbots, re-targeting, predictive customer service, marketing automation and 1:1 dynamic emails. Check out how Australian Superannuation company MLC are using AI technology to help their customers find missing super via Google assistant.

Here are fifteen AI digital marketing techniques that any business big or small can implement:


Pic: AI techniques across the customer lifecycle – Courtesy of Smart Insights

The AI applications are forms of AI, which do tasks one would usually associate with a human operator such as answering customer questions or writing new content as we can see above within both the reach and conversion sections.

An AI writing program called ‘WordSmith’ seems to be the most popular AI application inserter used globally by varied sized businesses. WordSmith produced 1.5 billion pieces of content in 2016 and is expected to grow further in popularity in the coming years.

One of the most popular AI applications are Chat Bots. They have become very common in our day to day online e-commerce experiences and are very helpful with shopping, suggestions and general customer service enquiries. Facebook for example, already has 11,000 Chat Bots available and reports that they are using AI to decipher the best ways to bring Internet service to remote areas of the world and make its News Feed feature more relevant to users of the social network.

Let’s have a closer look at Facebook ‘s AI Research initiative (FAIR):

Clip – Facebook AI Research – (FAIR)

Cognitive Computing is self-learning computing and is fast becoming the new “it” technology and way of the future. For example, Watson created by IBM can understand emotion, gestures and even sarcasm. Watson is a question answering computer system capable of answering questions posed in natural language, developed in IBM’s Deep QA project by a research team. Here’s an insight into how Watson works:

Clip – IBM Think Academy 

Cognitive computing is not only being used in digital marketing. Hiroshi Ishi­gurois has been using this technology to build realistic human replica androids that understand people and interact with them using the basis of cognitive computing and taking it to new humanistic levels.

Meet Erica, a fully autonomous android, that can hold 10-minute conversations, has voice recognition, infrared human tracking, speech synthesis, and natural motion generation to bolster her humanness.


How and why was Erica made? Well then …

Pic & Clip – Wired 

Will this be the way of the future? Quite possibly! In Tokyo currently, robots are running entire hotels! That’s right, they help you check in, carry your luggage and help you with your enquiries. It’s has been so successful that H.I.S Co. wants to open 100 more hotels in Japan within the next few years.

Clip: Business Insider

In the age of efficiency and convenience, customers expect the same immediacy, variety and seamless experiences as they receive online and need to get things done quickly and reliably. By using AI, these experiences can be made possible by understanding the needs of the customers and look at innovative ways to solve these challenges.

It’s not surprising then that the future looks bright for the AI industry. According to Axios  Worldwide spending on artificial intelligence and cognitive systems will rise to $46 billion in 2020, up 768% from 2016, according to a new analysis by International Data Corporation.


Data: IDS Research 

In future, AI technologies will bring marketers and customers closer as marketers will understand consumers needs and consumers will have a better understanding of products. AI will be the connecting link between the two which will, in turn, optimise decision making and predict buying and selling processes to ensure better outcomes for both parties. The future is now!

Have your say:  How do you think AI will affect your life in 2018 and beyond? 


Written by Ben Petterson

If you enjoyed this article you may enjoy Digital Marketing Trends Part 2 or head to Murdok on Facebook for more insights on similar topics.

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A Google Pixel phone campaign overview and is iPhone finally meeting it’s rival?

Google are taking on iPhone toe to toe. The Pixel phone is receiving extremely positive reviews since it’s release earlier this month and is being regarded as one of Apple’s major competitors to look out for in future in the smartphone war. 

Their are many comparison’s being made between the Pixel and Iphone particularly with the looks and feel but it’s what’s under the hood that counts and because of this, Google are gaining the attention they deserve. Not just in sell through as previously discussed, but also in online presence. Let’s have a little look into where the tech specs are taking Google online and why it’s getting the social interactivity and impact it is.

Apple and Google’s phones are being compared a lot. Here’s a review of iPhone’s Siri vs Pixel’s Assistant:

 MKBHD – Siri vs Assistant Youtube review –  2,318,904 views


Pixel is gaining favoured Pixel reviews and PR stories in every direction online from tech insider web sites and social pages throughout Facebook, Twitter, Youtube and Instagram. A few standouts that have created extremely high traffic views for them are Anandtech Choice and MKBHD as featured here …

MKBHD – Google Pixel review – 2,301,046 views


The major benefits customers are enjoying is the incredible camera (12.3MP Sony IMX378 sensor, which can capture 1080p video at up to 120fps, or 4K video at up to 30fps), the forthcoming additional hardware and accessories (including Daydream VR Headsets), Google assistant surpassing Siri’s interactions, increased battery life over iPhone (32 calling hours /14 internet usage hours), the speed of the processor (4 gb of LPDDR4 RAM), video stabilisation function … the list goes on!

We are also now starting to see Google promoting and advertising new and forthcoming interactive hardware to complement the phone as featured below:

made_by_google_familyThe Google Family – Interactive hardware is now started to be promoted to help the sale of the Pixel – Photo Courtesy: Gadgets 360


Interactive Pixel Hardware – The Daydream VR headset giving the viewer a virtual cinema experience exclusive for Pixel phone creating a great point of difference from iPhone. Photo Courtesy:


We’ve also seen many new images of various different styles of interactive advertising surrounding the initial launch on social media pages such as these laser light images being projected onto buildings around the USA to attract attention and mesmerise it’s target audience:

Laser projection advertising through the US promoting the Pixel launch earlier this month. Photo courtesy: Google FB page


london-google-pixel-ads-4Traditional billboard advertising in the London’s tube seen recently. Photo Courtesy: Google FB


 The #madebygoogle official introduction conference for the Pixel phone has also gone viral on GooglesYoutube channel with over three and a half million views and counting!

In all, you could say Google have smashed the ball out of the park with this campaign and the way they have executed it. From the interactive digital tools they have used, the PR and traditional advertising, the high quality social media content and frequency of interaction, the forwarding of sample product toward celebrities to post video reviews to the PR tech reviews in all key tech and phone magazines and online websites.

It’s been a massive eye opener and givin Murdok great insight into how a campaign of thie size can be executed and rolled out on a global scale.

Arora, A. “4 Out Of 5 #Madebygoogle Products Are Not Coming To India, For Now”. NDTV N.p., 2016. Web. 30 Oct. 2016.
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Google’s soaring company success rate thanks to the addition of new business avenues including Pixel.

Recent online analytic reports find evidence that search traffic on mobile surpassed desktop last year. About 59.5 percent of Googles net global ad revenues now come from mobile internet ads this year, up from about 45.8 percent in 2015 and overall company revenue up 20 percent from last year’s $18.68 billion according to eMarketer.


It’s no coincidence, then, that Google has introduced new business markets recently which includes their latest smartphone offering, Pixel. CEO Sundar Pichai highlighted Android’s “open, horizontal, free” platform, which he said spurs creativity and innovation from the user.


Google CEO: Sundar Pichai. Photo courtesy: Business Insider Australia


“The new devices are not only aimed at diversifying Google revenues but also at enriching Google’s advertising targeting capabilities as consumers engage and share information with Pixel, Google Assistant, Daydream View, Chromecast and other Google ecosystem devices,” eMarketer senior forecasting analyst Martín Utreras said in a statement.

It’s a genius move by Google, as it’s forced users of Pixel to engage in using Googles own aps such as Youtube, Gmail, Allo, Google Drive and Play Music as well as their Chrome browser instead of relying on third parties. This ultimately increasing revenue for the company as a whole as Pixel becomes a more common place smartphone within our society.

Google Paid Per Click Status .png

Google’s quarterly growth reflects strength in mobile search, Google Play and cloud. Mobile search and video are powering our core advertising business and we’re excited about the progress of newer businesses in Google and Other Bets,” Porat said in a statement.

This said, it’s fair to say that the introduction of Pixel into Google’s product mix has already been a smashing success and will continue to do so as sales increase and acceptance of the phone takes on in coming months. I can say this with confidence first hand after purchasing the Pixel myself 2 weeks ago and I absolutely adore it!

Stay tuned as I sum up the Pixel smart phone campaign as a whole in the last and final blog series on the Pixel campaign. Until then, Google wisely!

Balakrishnan, A. “Google Parent Alphabet Sees Earnings, Revenue Beat And Announces $7 Billion Buyback”. CNBC. N.p., 2016. Web. 28 Oct. 2016.
“Q3 2016 Digital Video Trends: Monetization, Audience, Platforms And Content – Emarketer”. N.p., 2016. Web. 28 Oct. 2016.
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New Advertising advancements in Google Pixel campaign

As we all now by now, Google launched it’s wonderful new Pixel phone onto the Australian consumer market on the 5th October 2016. Since it’s launch I’ve been taking note of the developments and advancements within their advertising campaign and how they are using their Google smarts to utilise an interactive campaign. 

As I woke up this morning, my Google assistant on my new Google Pixel smartphone, notified me that Google had launched a new Youtube clip and would i like to view it. I gave it a thumbs up and walah! #Pixel: Freedom by you advert appeared giving me new inspiration for this blog. It’s a beautiful world!

Figure 1 – New #Pixel: Freedom by you advert launched today 26/10/2015


Also published on 20th October this week on the Google Youtube: Google used U.S Tech Video Blogger, Alisha Marie to help push the Pixel phone by creating a glamping night out with her friends and giving the target market an insight into the technical side of the phone and it’s different user capabilities.

Figure 2 – New Video Infomercial with Alisha Marie posted on Google Youtube – 20/10/2015


This glamping infomercial then  prompts you to find out more about the phone at their Made By Google website where you can then buy the phone from your local Telstra dealer.

google phone buy page .png

Figure 3 – Made by Google website landing page.


In my next blog, I’ll be looking at how successful the campaign has been and new developments between now and then. Stay tuned!

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The puzzle of interactive hype surrounding Google’s Pixel smart phone.

Google officially released the Pixel smartphone in Sydney today and the official store for it’s launch is the Telstra,  George St Store. Their social media hype was very strategic all the way up until the launch and i’m certain there on after. Here’s a look into the strategies that have been used to convince, inform their target audience along the way.

Yesterday Google posted on their Facebook that their just one more sleep until the launch which I’m certain created hordes to camp overnight or wake in the wee hours to obtain the phone similar to what we have previously seen with iPhone launches in the past. 

telstra google .png(Figure 1: Google Pixel Smartphone Launch Day Announcement,  Google Facebook Page)


They also created a series of video advertisement on the lead up to the launch that gave it’s target audience a little more insight into the product with each post. Below is a post by Google on 18th October.

(Figure 2: Google Pixel Smartphone Launch Day Announcement,  Google Facebook Page)


Previous to this they features a Blog post with an entire rundown of the phone which also had links to the Google Youtube Channel, Twitter & Googgoogle links .pngle+

By linking readers to other media platform Google create an army of followers through creating interesting and relevant material that their fans are interested in viewing or reading into.

In viewing and subscribing to their Tweets and various social media channels, the audience then finds themselves part of team or becomes a friend of the brand if following on Facebook, Instagram or Snapchat. This then creates brand equity from creating good content material for their audience.

(Figure 3: Links to Google Digital Platforms via Google Blog Page)


Initially to get Sydney on board and personalise it’s postings, they created this video of it’s interactive adverting on Bondi Beach posted on October 3 through their Facebook and Instagram accounts. People feel bonded by posts like this especially if the posts have a familiar back drop that they have an emotional connection to.

(Figure 4: Google Pixel Smartphone Launch Day Interactive Advertisement at Bondi Beach, Sydney:  Google Facebook Page)


Stay tuned for our next post as we look into how effective the campaign has been and how successfully lucrative the official launch day was for Google.

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