On April 21st Google launched a search algorithm update that affects the mobile version of Google search results (what you see when you conduct a Google search on your mobile device). The updated algorithm increases the relevance of mobile-optimized websites in search results, and in effect, penalizes websites that it deems not mobile friendly. This change is not a surprise; Google announced it several months ago, but your search rankings will now start to feel the impact....Read More
Systems Alliance Blog
Q: What are the benefits of a one-page scrolling layout?
A: The greatest advantage of a one-page layout is that we can guide a user through an experience rather than requiring them to make decisions about where to go next through clicks and hoping they will land where we want them to. A one-page layout allows us to determine what kind of story we want to tell and provide this to a user in the order that we want them to see it. Many users come to a site not knowing exactly where they want to go or what they want to see. ...Read More
Is there a place for BYOD (Bring your own device) in Higher Education? Well, given that over 60% of employees already use their personal devices for work in some way, the question is no longer relevant. A more appropriate question is “What are the BYOD related benefits and costs?”, and this blog will help you begin to think about this question for your institution.
When answering this question, I think BYOD has different applicability for the 3 categories of users in a Higher Education environment:
- Employees (Faculty and staff)
- ...Read More
Internet marketing and outreach has become more complex with the proliferation of technologies like content management systems, expanding social media platforms, the expanding use of mobile, and search engine updates to ensure a more complete user experience. Though these topics get a lot of attention from online professionals, multilingual audiences are not necessarily a focus. This must change to remain relevant in an increasingly multicultural and multilingual marketplace.
According to the U.S. Census Bureau, there are 52 million Hispanics in the U.S. with 33.5 million active online users. That’s 64% of Hispanics in the U.S. that actively use the internet. This might be explained by The Nielsen Company statistics that state that 60% of Hispanics are 35 or younger, with 75% younger than 45. Hispanics accounted for 50% of growth for the period of 2000 to 2011, and will constitute 60% of growth from 2011 to 2016. This is important to note because Hispanics are the largest minority in the U.S., and the largest minority with a second language focus for marketers.
The Selig Center for Economic Growth projects Hispanic buying power to reach $1.5 trillion by 2015. U.S. advertisers have responded by allotting $5.7 billion for Spanish media. However, there is still a gap in online advertising, with the majority of dollars spent on traditional media like television and magazines. This should be seen as an opportunity for online strategists that are seeking growth, particularly for mobile. Three statistics from the Nielsen study come to mind that should crystallize this point:
- Hispanics are three times more likely to have mobile access, but not have internet access at home.
- Hispanics are 28% more likely to own a smartphone than non-Hispanic Whites.
- Hispanics outpace other minorities in mobile digital consumption, having 8% higher bills than the general population.
The Nielsen study also makes some great points on language preferences of U.S. Hispanics. Only 15% of U.S. Hispanics speak only English. That’s a lost opportunity on 85% of the marketplace. However, if you’re like me, acculturated, and speak mostly English, you still take note of advertisers that make a serious effort to reach my demographic. This means that you can’t assume that English only advertising will be effective in reaching even the 7.8 million English-only Hispanics in the US. Deciding to take on a multilingual strategy for your online outreach is a strong decision, but one that requires careful planning and direction.
To learn more about how you can adapt your website content more broadly, join us for our next webinar on April 30th, "Digital Globalization Best Practices".
Over the last year or so, responsive web design has become the best option for adapting websites to different devices and resolutions. Websites developed using responsive web design techniques adapt their layouts to display the content on the website in a way that makes the most sense for the real estate available on the screen. As responsive web design has become more prevalent, different techniques have evolved for handling how a user navigates through sites....Read More