What we are Reading in Digital Marketing this Week (05-06)
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. New to 2016 is our what we’re listening to section full of a podcast, song, or piece that has been in our heads all week. Check it out to find out what you should be listening to regardless of topic. 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 May 6th
Content Marketing to Become a $300B Industry
Yep, that’s right. Billions. Investing in content marketing alone isn’t enough–your content needs to be optimized and highly targeted to ensure you’re reaching the right audience. (Contributed by Technical Search Strategist Claudia Pennington)
The Mystery Behind Viral Content
Unruly, “a global video ad-tech platform,” breaks down the qualities that make a video go viral, using T-Swift vs. Treadmill as a case study. They suggest that it’s not Taylor’s superstardom and perfect workout makeup that make the video a success; instead, Unruly believes the virality relies more on the emotions the video evokes and how that translates to shares. (Contributed by Online PR Specialist Sarah Walsh)
Brands Using Facebook Reactions to Gauge Campaign Success
Brands are using Facebook Reactions to provide insight as to what content their followers are most interested in. Originally created to allow users to further express themselves, Pampers and Benefit Cosmetics are some of the brands who are using them to gauge consumers’ emotions and develop new strategies. Benefit’s “Tipsy Tricks” video was made into a regular series after receiving positive reactions in its first video. Facebook Ads currently doesn’t have a way of breaking down each reaction, so for now, analysis is limited. Perhaps one day marketers will be able to target people who “wow” a post. (Contributed by Online PR Specialist Ellen Borza)
Google Confirms Live Demo of AdWords Redesign for May 24th
Google has confirmed and released a new screenshot of the new Adwords interface this week. There will be a live demo May 24 to showcase the new abilities of the platform. From the screenshot it seems a significant part of the redesign will focus on how advertisers can analyze the data without having to download a spreadsheet. (Contributed by Paid Search Specialist Bill Hartz)
Google is Reading Romance Novels, Wait What?
In order to improve the conversational aspect of search Google has bene having it’s AI read romance novels. The novels are fed into help improve the factual style of it’s typical results. These conversations have helped it understand more of peoples natural speech patterns to return results in a more natural way. Why romance novels? Apparently they typically include a wide variety of speech patterns and topics. So maybe next time you search for the closest pizza place your answer will be, “1.5 miles away and girl have you stolen a pizza my heart.” (Contributed by Online PR Specialist Anna Horn)
Bing Banned 150k Ads in 2015
In the constant battle against bad actors, including scammers and hackers, Bing says it rejected 250 million ads, blocked 50,000 sites and banned 150,000 advertisers in 2015. Bing has also become much stricter on their trademark policies and have even begun banning accounts for habitual abuse. (Contributed by Digital Campaign Lead Jasper Burwell)
What Kobe Bryant Can Teach You About AdWords
Kobe Bryant was an All-Star on the b-ball court and we can learn a thing or two from his methodology and apply it to how we, as digital marketers, can become All-Stars ourselves. As a digital marketer it’s important to stay on top of industry trends. You need to practice, practice, practice. You have to be creative to stay ahead of the competition. You need to learn from what you’re doing well as well as learn from your mistakes. All these things need to be part of a digital marketer’s routine. Kobe followed similar routines and he was one of the best in the game – the same can be done in digital marketing. (Contributed by Paid Search Specialist Kevin Koehn)
Facebook Testing Temporary Reactions
Back in February Facebook added five new reactions in addition to the “like” button. Now, they are testing a new temporary reaction. The new temporary reaction will be a purple flower for Mother’s Day (which is this Sunday!). The reaction will only be temporary, so after Mother’s day, the flower will no longer be an option to chose from. The flower will still show in old posts. Temporary reactions are a new idea which can be used for any holiday. Just think of the possibilities for Easter, 4th of July, and Thanksgiving. Current engagement with the reactions are ranking quite low. The most commonly used reaction is love, taking the lead at a 50% usage rate among all reactions used. (Contributed by Online PR Specialist Michelle Arnold)
Google’s ‘HTTPS Everywhere’ Mission Expands to All Blogspot Domain Blogs
Last September Google began rolling out HTTPS support for blogspot domain blogs, and this week they launched an HTTPS version for every blogspot domain blog. Now, every blog on the blogspot will have a secure version whether or not users had previously opted to turn on the platform’s HTTPS setting. With this new launch, blogspot users can now opt-in to an HTTPS redirect, resulting in their original HTTP URLs redirecting visitors to the appropriate HTTPS pages. Blogs on custom domains do not yet have HTTPS support. (Contributed by Online PR Specialist Emily Long)
What We’re Listening To
With the end of the school year looming librarians are desperate for kids to return their books. I remember how my high school librarian would roll her cart around during locker clean out day chanting something about filling her cart. Fortunately, this librarian has taken a different approach and included adorable children as well. (Contributed by Online PR Specialist Anna Horn)
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