What we are Reading in Digital Marketing this Week (07-29)
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. 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 July 29th
Google Maps Gets a Facelift
The popular maps had received a few changes this week meant to make the platform easier for users. The look of several features changed as every single street was deemphasized and points of popular interest are larger. Overall the colors got a little lighter and calmer. Neighborhood names are also easier to see in a contrasting color and larger font. Business photos and the street view are now in more of a carousel format making it easier to switch between the sections. (Contributed by Online PR Specialist Anna Horn)
Marketing Across Generations
It’s important to understand the it takes different efforts to reach multiple generations. Millennials spend the most time on social media connected directly to brands. Using multiple social media channels will be more effective than traditional marketing such as TV or radio. Gen X’s and Baby Boomers spend about half the time online as Millennials do (about 10-20 hours a week) but they prefer email marketing, and blogs to social media. Since they use media differently it’s important to note the messages should be different too. Millennials like personal and authentic marketing and develop love or hate for a brand fast. Gen X’s like messaging about providing for themselves or families. Often Gen X’s are overlooked, but are the most influential generation. Baby Boomers also like personalized messaging, but be sure to leave out words like, “elderly” or “senior citizen.” Each generation buys and values money differently. Millennials are more often to buy online where Gen X’s are likely to buy in person. Baby Boomers are viable to use both options. While Millennials have the largest spending, they also have the largest debt. Gen X’s actually are the target spend audience since Baby Boomer’s are focused on saving and retirement. Knowing your target audience, and habits of each generation will help convey a clear, more concise marketing message. (Contributed by Online PR Specialist Michelle Bull)
Google Confirms All 300 Redirects Have Same PageRank Value As Links
Earlier this week, Gary Illyes of Google confirmed that using any type of 300 redirect (i.e., 301, 302, etc.) will not result in a loss in PageRank value. PageRank is used to determine a site’s relevance, and higher PageRank scores are more likely to appear at the top of SERPs. While this isn’t necessarily recent news, many search marketers were wondering if this was the case with other 300 redirects besides 301s. Now, we know for sure that that any 300 redirect does not lose any PageRank value. (Contributed by Online PR Specialist Ellen Borza)
Facebook’s Quarterly Ad Revenue up 63% Year-Over-Year
It’s no surprise to most marketers that Facebook’s video advertising is one of their top performing campaign types. Anyone that has managed a video campaign in Facebook most likely saw somewhat successful metrics. What does come as a surprise is just how effective it is for Facebook. The total of Facebook’s $6 Billion in ad revenue last quarter can be attributed to a larger video and dynamic ad presence. (Contributed by PPC Manager Matt Burkarth)
Google Releases New Cross-Device Attribution Reports
Google is releasing new cross-device attribution reports. As digital marketers, this means we will be able to measure customer paths that start on one device and convert on another. This new feature is especially important because an increasing number of people are using multiple devices to make purchases and decisions, especially as mobile becomes the dominating device. (Contributed by Paid Search Specialist Kevin Koehn)
Is ESports the Next Big Thing for Digital and TV?
In their inaugural season, Turner’s ESports League generated massive numbers, to the tune of 13.3 million hours of viewership. Platforms like Twitch (owned by Amazon) rack up millions of views each month and this popularity is now making its way to our typical TV schedule. What will this movement mean for the future of TV and the interaction with Digital? With Live events making their way online via streaming, this could mean a shiny toy for TV to generate revenue. (Contributed by Director of Search Marketing Justin Emig)
Reddit Offers New Way for Advertisers to Reach Their Audience
Can you picture a world in which Reddit is as big as Facebook? Well, Reddit founder and CEO, Steve Huffman, sure can. Beginning August 4, Reddit will roll out its latest native advertising offering: sponsored user posts (with the user’s consent, of course). There’s no doubt that Reddit’s community of enthusiastic users is a desirable platform for brands to interact with their target audience in a more personable way, but Redditors are notorious for their skepticism of advertisers. They have a knack for sniffing out incognito marketers, and they resent being the target of covert advertising tactics. So it will be interesting to see how these devout users react to Reddit’s newest effort. (Contributed by Online PR Specialist Emily Long)
Have something you want to share?