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Linda Schroder

Linda Schroder

Google AdWords turns 17 this month, with its official birthday on October 23. It has been a long haul for Google, whose executives have been working diligently to bring search advertising to the masses. The ads began serving on desktop devices and made their way to mobile, but the biggest challenge now is the inability of those ads to be seen.

A large swath of U.S. consumers living in the heartland and rural areas are unable to see search advertisements or search for nearby businesses on mobile devices when they are not within the range of WiFi. (Most businesses lack a website and rely solely on Facebook pages to connect with consumers.)

A recent Fluent study titled Marketing to the Heartland, 2017, conducted with 1,670 consumers ages 18 and older in the U.S., found that 57% said they made an online purchase in the past six months and 43% made that purchase on their smartphone, 

Still, as Google puts more focus on the small portable devices that fit in our pocket or purse, those living in the heartland and rural U.S. areas will see even less. It's no wonder that consumers who live in these areas have been slow to adopt mobile commerce.

I'm learning how to work around dead zones and slow internet access that keeps me from reading emails on my phone, especially when outside a WiFi zone. From California, traveling to and from our home in rural Wyoming helps me to better understand how much of the U.S. goes without internet access that runs 24 hours a day, seven days per week on the West and East Coasts.

The study from Fluent suggests that online shopping has become ubiquitous, but physical stores are still the preferred way of shopping for nearly half of U.S. consumers for those living in the Heartland and Coastal areas. For those living in rural areas, however, the internet is the only means to shop at traditional stores without driving at least an hour.

The other option is finding someone or a local store to make a handmade item such as a table or chair. Those living in rural areas are not concerned with brand names, but they want value for the money spent.

Jordan Cohen, CMO of Fluent, said the study shows that consumers living in rural areas pay more attention to price compared with brand, which is the reverse of Americans living in urban areas.

Since urban and suburban consumers are more likely to prioritize brand quality when making a purchase, it should not be surprising that they are also more likely to believe advertising has an impact on their purchasing behavior when they see the ads online.

Only 36% of those living in rural areas will purchase the product after seeing a mobile notification, compared with 47% in suburban areas and 48% in urban areas. 

As time goes on, I am debunking many of the assumptions I had about the ability to view a simple search ad or search for a nearby store to get a phone number since I am spending more time in the heartland. Marketers have a ton of opportunity to reach more consumers across the U.S. -- but they will need to start thinking about how to reach them a bit differently.

Source: This article was published mediapost.com By Laurie Sullivan

Monday, 21 November 2016 13:48

4 Reasons Not To Use Google For Search

Google has become synonymous with online search - to the point where it's the only search engine that many people have ever used. If you still haven't asked anyone but Google to answer your search queries — it's time to rethink your approach to web browsing.

Here are four reasons to start using search engines other than Google for your queries.

#1 Stop Google from tracking you

5 Reasons Not to Use Google for Search

Google would say its tracking of your every move makes services like Google Now better and makes the advertisements you see more relevant. Others might argue that your online activities should be kept private to just you.

If you're looking to evade Google's sophisticated tracking technology, you can search Google in a private browser tab, turn off search tracking, or switch to something like DuckDuckGo, which prides itself on the fact that it does not collect personal information from its users.

#2 Run more technical queries

5 Reasons Not to Use Google for Search

As clever as Google's search engine is, it doesn't quite have the breadth of the mighty Wolfram Alpha, which can give you everything from Scrabble scores for words to the current position of the International Space Station.

Google can do a bit of maths itself of course, but Wolfram Alpha covers fractions, probabilities, and other advanced calculations in much more depth. It can even tell you the most popular words in famous works of literature.

#3 Search the deep web

5 Reasons Not to Use Google for Search

If you're clicking links on the deep web, then privacy and security should be of the utmost importance to you. To ensure that companies like Google aren't tracking your whereabouts, you can use a plethora of better search engines including the aforementioned DuckDuckGoor Grams.

Most of the deep (or dark) web is beyond the reach of Google and indeed your regular web browser, which is why you need some specialist tools for the job. Our previous guide to the deep web should be enough to get you started.

#4 Get better video results

5 Reasons Not to Use Google for Search

It's pretty common knowledge that Bing beats Google for video, at least in interface if not in the quality of its results. Matching videos are laid out thumbnail-style, and you can hover over them to see instant previews.

You get filters that are more easily accessible too, without having to go straight to YouTube. Video length, date, resolution, and source can all be specified from the drop-down menus at the top of the page.

Source : lifehacker.com.au

Author : David Nield

In a recent poll by Tech Pro Research, 45 percent of respondents chose mobile devices as their company's weakest link, in terms of security

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According to an online poll conducted by Tech Pro Research in June, everyday threats like security breaches involving mobile devices are more worrisome than acts of cybercrime. More results from this research are presented in the infographic below: 

To learn more, download the full report: Cybersecurity Research: Weak Links, Digital Forensics, and International Concerns. (Tech Pro Research membership required.)

You can also download our full special report on "Cyberwar and the Future of Cybersecurity" as a PDF in magazine format, available for free at registered ZDNet and TechRepublic members.

Source : zdnet

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