As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Pay-Per-Click Advertising, Web Design, and more covered. Staying on top of digital news is our job and not only pushes us with our ideas and strategies but ensures our clients come out on top as well. Whether it’s a new app exploding on the scene, a Google algorithm update, or the latest behavior tracking tool we’ll review, preview, and make note of it here. So if you’ve missed checking your RSS reader or your favorite sites this week no worries. We’ll break down every thing you need to know so you can stay up to date as well. Come back every Friday for a new collection of our favorites and the most noteworthy pieces from the digital news sphere.

What We’re Reading for October 30th


REI decides to #OptOutside for Black Friday

In a digital driven strategy the outdoor sports company as announced that it will be closed on Black Friday. As the shopping ‘holiday’ keeps getting closer and closer to taking up the entire day of Thanksgiving, REI has commited instead to close all of it’s stores and give it’s employees the day off. The retailer has introduced a new campaign for customers to #OptOutside instead of opting to shop all day. The complete digital campaign uses beautiful graphics and shots of the outdoors, all while engaging with customers on social Media. As a former retail employee I highly applaud this effort. (Contributed by Online PR Specialist Anna Horn)

New Penguin Update by the End of the Year

This supposed real-time update version of Penguin should be released by the end of the year according to a Google Webmaster Trends Analysis. After this update there will not be specific days for updates as the real-time changes will happen as the search engine finds spammy links to sites and impacts their ranking accordingly. (Contributed by Online PR Specialist Anna Horn)

Target Increases their Digital Holiday Spend

From our point of view it seems as though Target clearly understands the importance of digital in the changing world of marketing. They retail giant is sadi to have increased their digital spend budget from 51% the previous year to 61% this year. The campaign called “Holiday Odyssey” will truly be tied together with their mobile and social efforts including a downloadable audiobook and updated Wish List app. (Contributed by Online PR Specialist Anna Horn)

Facebook Introduces New “Slideshow” Ad

In markets where the Internet connection is slow or unreliable, Facebook introduced a new ad unit to meet the demand for video. Advertisers and brands can upload both formats and Facebook will determine which format users will be shown based on their connection speed. (Contributed by Technical Search Strategist Claudia Pennington)

Bing Now Profitable Says Microsoft

Microsoft announced this week that Bing has now become profitable, a trend they expect to continue for the rest of the year. Bing now has a 20.7% share of the search engine market. Bing is also deeply integrated into the new Windows 10 update, something that is contributing to their search market share. (Contributed by Paid Search Specialist Bill Hartz)

Email Open Rate Highs for Black Friday

We have all noticed how holiday advertising and marketing has started to launch earlier and earlier. According to Yesmail, companies need to start using the same proactive advertising approach for Black Friday. Yesmail reported companies are sending Black Friday emails too late and might be missing their opportunity to engage with their consumers. In 2014, emails sent on the Monday and Tuesday before Black Friday had the best Open Rates. Social engagement on Facebook was also highest on the Sunday before Black Friday. Although we wouldn’t suggest beginning to advertise Black Friday specials as early as Memorial Day, we do suggest being proactive and blasting emails and Facebook posts at the beginning of Thanksgiving week. (Contributed by Client Relations Manager Ashley Rabuck)


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