What we are Reading in Digital Marketing this Week (07-22)
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 22nd
Sponsored Locations Are Coming to Pokémon Go on a Cost-Per-Visit Basis
Niantic, a spin-off from Google and creators of the wildly popular Pokemon GO game, are planning on introducing sponsored locations in the game. Advertisers will be able to pay to become a PokeStop, or place of interest in the game, and will be charged on a cost-per-visit basis. At this time, it is not clear when sponsored locations will be available in the game. (Contributed by Paid Search Specialist Bill Hartz)
Google Maps Displays Average Time Spent at Place
You may remember Google releasing the popular times feature for local searches, and now its added a similar feature showing how much time people spend at a venue or store. Time can show an x number of minutes or a range of time and estimates are based on crowdsourced user data. The feature is ideal for mobile users planning visits and trips. (Contributed by Online PR Specialist Ellen Borza)
Newest Google Ad Extension: Price Extensions
Google is releasing price extensions for mobile text ads. It will now be possible to show prices for multiple products and/or services in your mobile text ads. The new extension will also allow you to set start and end dates for price extensions, meaning you can effectively plan around special promotions, etc. (Contributed by Paid Search Specialist Kevin Koehn)
Social Channels and the Rules of Video
In the world of social media updates, users are starting to engage differently. It’s important to understand some key changes going on in the social realm today. The viral video trend is going by the wayside. Users prefer an authentic viewing experience, something original, and different. These videos are becoming extremely popular, and break the “here today, gone tomorrow” stereotype. The raw videos posted through Snapchat allows users to be closer to the real-time action, and more engaged in the event. Instagram recently changed the original 15 second video to a full 60 second video. Even though the time is longer, the short and sweet raw videos pack more punch for engagement. Ultimately, know your brand and what your business is trying to project to your targeted audience. Being able to relate through social media is a key factor in more engagement. (Contributed by Online PR Specialist Michelle Bull)
Snapchat Finally Releases Bitmoji Integration
The quickly fleeting dark and light social media platform bought Bitstrips back in March and since the acquisition there has been speculation on how Snapchat would use their purchase. As the app added stickers to the platform it became clear how this integration would happen. After updating the two apps you can now seamlessly link your accounts and snap bitmojis away. (Contributed by Online PR Specialist Anna Horn)
Is Facebook Live the OTT Movement’s Secret Weapon?
While cord cutting numbers might be overstated, there is real interest in consumers seeking Over the Top (OTT) options for their ‘TV’ programming. With CNN and others creating Live ‘Stream’ shows on Facebook, does this spell the end to TV as we know it? (Contributed by Director of Search Marketing Justin Emig)
How One Snapchat Filter Failure Led to Great Branding Insight
In order to launch his new app, Soundtrack, Zac Cmiel created a custom filter for Mamby on the Beach that included “Brought to you by Soundtrack.” Cmiel was sure that the filter would bring in thousands of downloads to his app, but instead, he got zero. His failed attempt showed him that while Snapchat filters are definitely the future of marketing for brands, it’s unlikely products themselves will receive any ROI from a personalized Snapchat filter unless the product is made by an already well established brand. Key takeaway? If you’re considering creating a Snapchat filter, use it to gain brand notoriety, not sell products. (Contributed by Online PR Specialist Sarah Walsh)
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