Kategorie-Archiv: SEO

Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors

July 20, 2018 Digital Marketing News Google Image From SEL

July 20, 2018 Digital Marketing News Google Image From SELReport: Google’s mobile search results now show image thumbnails 45% of the time
Mobile Google users see image thumbnails in nearly half the search results shown, according to new report data. Should marketers consider placing greater importance on thumb images? Search Engine Land

Twitter’s bot purge welcomed by agency execs
Twitter recently deleted millions of spam and inactive accounts in an effort to improve the platform. Does the move increase credibility among marketers and influencers? DigiDay

Report: Social media sentiment not predictive of offline brand outcomes
New research looks into online and offline brand conversations and their effect on consumer sentiment, plus the motivations that drive them. Marketing Land

EU digital chief urges lawmakers to ease tough copyright stand
The European Union’s top digital advisor has asked E.U. lawmakers to relax stringent proposed copyright reforms. A look at warding off potential losses in creative technology industries by re-visiting rules for the digital age. Reuters

Millennials Want Brands With Values, But, Really, A Good Deal More
New report data reveals what millennials admire in brands, and takes a look at a variety of the social IQ factors that drive the demographic. MediaPost

Facebook says ‘tens of thousands‘ of people opt in to take its user surveys every week
Facebook has said that each week tens of thousands of users fill out feedback surveys offered by the platform. What can marketers learn from how Facebook gathers and uses survey feedback? Marketing Land

July 20, 2018 Digital Marketing News Statistics Image‘Father of modern marketing‘ Philip Kotler on avoiding brand decay and preparing for disruption
Long-time marketing author Philip Kotler, sometimes called the father of modern marketing, has shared new thoughts about brand decay, disruption, and how satisfying needs better than anyone else is still as relevant as ever. Marketing Week

Facebook testing AR ads in the News Feed & new tool to help brands create video ads
Facebook is trialing augmented reality (A.R.) news-feed ads, and has announced that mobile video ads are also getting several new features. Marketing Land

Data shows people want serious long-form content — and brands need to take note
New research data reveals that many are craving weightier content, and how marketers are successfully battling today’s massive competition for engagement. The Next Web

Survey: Google, Facebook most influential
New survey data shows the continuing power of advertising on Facebook and Google. The digital ad trends report also offers up online consumer trends data sets. BizReport

ON THE LIGHTER SIDE:

Marketoonist Tom Fishburne July 20 Cartoon

A lighthearted look at vanity metrics by Marketoonist Tom Fishburne — Marketoonist

How Kit Kat managed to turn a viral tweet into a branded proposal — The Drum

Redheads finally get recognition with ginger emoji — The Next Web

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Forward-Thinking B2B Marketers Partner With Influencers To Create Cross-Channel, Long-Term Campaigns — Demand Gen Report
  • Ashley Zeckman and Lee Odden — How To Improve Content Amplification On The Cheap: Network — Heidi Cohen
  • Lee Odden — Amp Up Your Marketing with this Summer Reading List — Christina Giordano
  • Lee Odden — Tips to Take Your Social Media Business from Part Time to Full Time
    Andrea Vahl
  • Alexis Hall — Apply These 10 Cool Techniques to Increase Sales and Marketing ROI for your Small Business — Small Business Trends

What are some of your top influencer marketing news items for this week?

Thanks for reading, and we hope you’ll return next week for the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors

July 20, 2018 Digital Marketing News Google Image From SEL

July 20, 2018 Digital Marketing News Google Image From SELReport: Google’s mobile search results now show image thumbnails 45% of the time
Mobile Google users see image thumbnails in nearly half the search results shown, according to new report data. Should marketers consider placing greater importance on thumb images? Search Engine Land

Twitter’s bot purge welcomed by agency execs
Twitter recently deleted millions of spam and inactive accounts in an effort to improve the platform. Does the move increase credibility among marketers and influencers? DigiDay

Report: Social media sentiment not predictive of offline brand outcomes
New research looks into online and offline brand conversations and their effect on consumer sentiment, plus the motivations that drive them. Marketing Land

EU digital chief urges lawmakers to ease tough copyright stand
The European Union’s top digital advisor has asked E.U. lawmakers to relax stringent proposed copyright reforms. A look at warding off potential losses in creative technology industries by re-visiting rules for the digital age. Reuters

Millennials Want Brands With Values, But, Really, A Good Deal More
New report data reveals what millennials admire in brands, and takes a look at a variety of the social IQ factors that drive the demographic. MediaPost

Facebook says ‘tens of thousands‘ of people opt in to take its user surveys every week
Facebook has said that each week tens of thousands of users fill out feedback surveys offered by the platform. What can marketers learn from how Facebook gathers and uses survey feedback? Marketing Land

July 20, 2018 Digital Marketing News Statistics Image‘Father of modern marketing‘ Philip Kotler on avoiding brand decay and preparing for disruption
Long-time marketing author Philip Kotler, sometimes called the father of modern marketing, has shared new thoughts about brand decay, disruption, and how satisfying needs better than anyone else is still as relevant as ever. Marketing Week

Facebook testing AR ads in the News Feed & new tool to help brands create video ads
Facebook is trialing augmented reality (A.R.) news-feed ads, and has announced that mobile video ads are also getting several new features. Marketing Land

Data shows people want serious long-form content — and brands need to take note
New research data reveals that many are craving weightier content, and how marketers are successfully battling today’s massive competition for engagement. The Next Web

Survey: Google, Facebook most influential
New survey data shows the continuing power of advertising on Facebook and Google. The digital ad trends report also offers up online consumer trends data sets. BizReport

ON THE LIGHTER SIDE:

Marketoonist Tom Fishburne July 20 Cartoon

A lighthearted look at vanity metrics by Marketoonist Tom Fishburne — Marketoonist

How Kit Kat managed to turn a viral tweet into a branded proposal — The Drum

Redheads finally get recognition with ginger emoji — The Next Web

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Forward-Thinking B2B Marketers Partner With Influencers To Create Cross-Channel, Long-Term Campaigns — Demand Gen Report
  • Ashley Zeckman and Lee Odden — How To Improve Content Amplification On The Cheap: Network — Heidi Cohen
  • Lee Odden — Amp Up Your Marketing with this Summer Reading List — Christina Giordano
  • Lee Odden — Tips to Take Your Social Media Business from Part Time to Full Time
    Andrea Vahl
  • Alexis Hall — Apply These 10 Cool Techniques to Increase Sales and Marketing ROI for your Small Business — Small Business Trends

What are some of your top influencer marketing news items for this week?

Thanks for reading, and we hope you’ll return next week for the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Twitter’s Bot Detox Fallout, Google’s Mobile Thumbs-Up, & Millennial’s Top Social IQ Factors appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Factors that influence your website’s credibility

Your online website is the digital portrayal of your business. Viewers go through it with an intention of peeking into the functioning of your business and even the reputation of it.

One of the most decisive factors behind your brand gaining business through its website is the credibility it holds. The potential customers will only bank upon your business website after they trust it and the people behind it. In case you are an ecommerce website or a website that deals with customers‘ sensitive information, you will have to put in extra efforts to gain customers‘ trust.

As per the Stanford Web Credibility Research, websites become more credible by being useful and easy to access. A website’s usefulness is marked by its features, functionalities, and UI. However, the website’s ease of use is determined by the implemented web design. Hence, a lot of factors together contribute to enhancing your site’s trust score.

If you are clueless and would like to make your website more credible, here is a list of the factors that immensely influence your website’s credibility.

Search engines‘ perception of your website

Search engines employ their algorithms and bots to assess the performance of your website and rank it, accordingly. If you are doing things in a right manner i.e. White SEO, following Google Algorithm updates and content policies, your website keeps moving up the search engine ranking ladder. That is a great first impression for your website visitors.

With tools like the Alexa Traffic Rank tool, the online audience has access to your site’s global and location-based ranking. Your site’s search engine ranking is capable of heavily impacting your site’s credibility. So, make sure that you put efforts into that direction.

Social proof of your business

Establishing a social proof of your business website is crucial for its credibility impression. You need to put up links to all the social media pages of your business on your website. Apart from that, your website having a list of your clients/brands who have been associated with your business can be impactful.

Client/customer testimonials and reviews

Regardless of the nature of your business operations, i.e. whether it deals in product sales or services, you will always have customer reviews and testimonials coming in. Based on the customer experience granted by the business, these customers will either have a positive or a negative opinion of your business.

You can, however, put up the positive client/customers testimonials or reviews for your audience to see. But, refrain from putting up fake testimonials because the internet audience is smart enough to spot that. To make these testimonials and reviews more reliable, you can link them to the social profiles of the related client/customer, if permitted.

The presence of adverts on the website

Many blogging websites choose to put up targeted advertisements in order to make ad money. As beneficial and seemingly rewarding it might seem to the website owners, these ads irritate the audience who have to deal with them popping up every now and then.

To be honest, Ads make your website look less credible. Since it takes only 50 milliseconds for the users to form a first impression of a particular website, you wouldn’t want them to see these ads at least on the homepage of your website.

An updated blog

If you are starting career as a blogger and have just set up a website for it, you will obviously need more of your audience’s trust to help your blog grow. And if you are not a blogger but a mainstream business, you would still need a blog because that would eventually build your site’s credibility.

So, an updated blog that posts regular updates, fresh posts, and engages with the comments made on it, is termed as more credible by the audience.

Consistent website updates

If we suppose that your website was set up in the year 2005 and has managed to look the same, you have successfully killed its purpose and probably its audience engagement as well.

It is very important to keep updating the website content because it gives the message that your business is moving ahead and is growing. Without any updates, the site audience would be free to make an opinion that your business simply doesn’t care.

Accessible contact information

If your business or brand isn’t accessible to its audience, people will deem things to be fishy. It is very important for your website to make it easy for your audience to contact you. Hence, for building your credibility, put out your phone number, physical address, and an email address on the website.

Even if your website is strictly accessible only on a membership-based model, it should make the contact information public for all the audience to see.

A great web design that encourages seamless navigation

A study mentioned that 94% of the negative website feedback was design related. If your website design is such that the visitors are having a hard time navigating through its pages or if they get lost while browsing through different sections, your business is in for a loss.

On the other hand, if your audience is able to figure out the navigation and is able to quickly get to the part they are looking for, your site’s trust meter will go up.

A fast loading website

The truth is, if your website takes more than 2-3 seconds to load, visitors will be swift to abandon it. If they do so, they will never have the opportunity to go through the other content which would mean that you will miss out on those visitors who would have otherwise contributed to your site’s credibility score.

Spelling and grammar

My personal favorite on the cringe-o-meter: a website with bad grammar and wrong spellings. One couldn’t agree more that a website with such characteristics is a big-time blunder. I personally prefer to stay away from such websites because they don’t appear to be trustable since the website owner does not simply seem to care.

If you are not a language expert, always rely on professional services to get your content crafted. Hiring an expert content writer will eliminate the chances of glaring mistakes and even help you create value-offering content.

Detailed product information

If you run an ecommerce website, you should put up detailed information about the products that you are showcasing. This information can include the physical attributes of the product, its usage, the variants, customer reviews and images to make it easy for the customers to make a choice. When your customers don’t have to look at external resources to retrieve information about the products listed on your site, your site looks more credible.

Trust seals and website security certificates

To build your site’s credibility, always consider getting Trust seals which are third-party seals are highly trusted by the online audience. Intended to display the trust score or the sales counter of a particular business, these trust seals are vouched by third-party internet security organizations. Also, having an SSL certificate for your website is a compulsion if you want to come across as a credible online business.

It is never a bad idea to shell out some investment towards getting trust seals and SSL security certificates for your websites.

Team members‘ bios and photos with their social profiles

If you are a business that targets the maximum number of leads with its website, you must let out information about the team members who are the people behind your business.

Putting up bios along with professional looking photographs is a good idea to make your business website look more credible.

Errors and links

Broken links and pages that yield an error message every time a visitor clicks on them, make up a deadly combination and contribute to killing your site’s user experience. This could, in turn, make your site appear less reliable. So, figure them out and fix them before your site visitors come across them.

Source:: searchenginewatch.com

The Transformation of Search Summit: Strategies and tactics to harness the next generation of search marketing

On October 19, Search Engine Watch will host The Transformation of Search Summit in New York City, in partnership with ClickZ and Catalyst.

Dedicated to the key trends affecting consumer behavior and search marketing today, this 1-day event will provide a host of insights and practical tips for business leaders, senior marketers and search specialists.

Speakers include:

The importance of search as a medium for connecting with consumers cannot be understated, and the facts certainly substantiate this:

  • Over $90 billion was spent on search advertising in the US in 2017
  • 93% of online journeys begin with a search engine
  • 96% of Google’s annual revenues come from search ads.

And yet, pinning down exactly what search is can be a difficult endeavor. In essence, search arises at moments of need or desire; when people want to know, do, or go, they reach out to a search engine.

These moments are increasingly fragmented across devices at home, at work, and on the go.

While the commercial opportunity that search provides is rising, it is no longer a text-only medium and Google is seeing some competition from the likes of Amazon and Pinterest. Many voice-based searches do not involve a screen, while visual search uses images as an input to deliver results.

The underlying nature of search remains constant; people want answers or suggestions and brands compete to provide them.

However, marketers must keep pace with these developments and acquire new skills if they want to deliver the experiences the modern consumer demands.

The pace of change in search is only accelerating over time, and those who do not evolve in line with the industry will be left behind.

The Transformation of Search Summit, which will be held at Convene on W 46th Street, will cut through the noise to provide actionable insights on the trends that are transforming search today.

Comprised of talks by specialists from across the technology landscape, the event will go much deeper than the standard platitudes to discuss the points that will transform search over the coming months and years. Furthermore, each session will contain a list of tips that marketers can apply at their company today to drive better results.

This applies equally to organic search and to paid search, with some core themes cutting across both marketing media.

Key Themes at The Transformation of Search Summit

  • The new customer journey
    Customer journeys are increasingly fragmented; simultaneously, consumers expect cohesion in their interactions with brands. This event will look at how these journeys have changed, including some new research from ClickZ and Catalyst, before delving into the ways marketers should prepare to take advantage.
  • Voice search
    Digital assistants, driven by artificial intelligence, are an increasingly prominent feature in our homes and on mobile devices. In fact, there are now over 1 billion voice searches per month and this number will only rise over the coming years. But just how big an impact is voice having on search in real terms? What are the specific strategies brands need to apply to avail of this trend?
  • The rise of Amazon and Amazon Marketing Services
    As Amazon’s online retail dominance grows, what impact will it have on the consumer’s path to purchase; how should search marketers respond; and what opportunities does Amazon Marketing Services offer?
  • Blockchain and the decentralized economy
    We will explore what impact this new technology is already having on marketing, and what search marketers should be on the lookout for as this powerful technology gains traction in every aspect of online interactions.
  • Unlocking the power of AI
    AI is here to stay. It’s transforming our world and revolutionizing businesses. In fact, Gartner estimates that by 2020, 85% of customer interactions will be managed without a human. Leveraging automated bidding solutions, discovering advanced methods for audience targeting, and understanding key considerations around AI opportunities such as voice search, digital assistants and chatbot are just the tip of the iceberg.
  • Data protection and privacy
    With the recent string of data breaches and The General Data Protection Regulation (GDPR) coming into effect in Europe, data protection and privacy has made its way into the headlines of most newspapers and the minds of all marketers. What are the latest data regulations that you need to be aware of; what can we expect to see coming into effect over the next 12 months; and how can you balance compliance with operationalization to deliver the experiences customers expect?
  • Visual search and ecommerce
    Pinterest has the highest average order value ($50) of any major social platform with nearly 2 million people pinning products every day. With the rise of mobile and movement to voice, image search is often overlooked, but is an important part of your modern search marketing mix. How can you take advantage of this trend and what actionable steps do you need to take on Pinterest and other visual search platforms?
  • The changing nature of leadership
    With all this change it is important to take a step back and look at what you should be doing in the short, medium and long-term. Here we will explore the cultural, structural and practical steps business leaders can take to manage budgets, empower their teams and ultimately ensure that they balance risk with reward.

Who should attend?

The Transformation of Search Summit is aimed at business leaders and search professionals, with a split focus on strategy and tactics. Attendees have already been confirmed from companies including Marriott, Price Waterhouse Coopers, and Kaiser Permanente.

How can I sign up?

For more information and to sign up for the October 19 event, please click here. Early Bird rates are available until September 14.

Source:: searchenginewatch.com

Emerging technologies present huge opportunity for content marketing

In any role, it can be all too easy to fall into a comfort zone; you figure out a method that works, perfect your execution and watch as the fruits of your labor flood in. And repeat.

Of course, this can be a perfectly acceptable approach, but resting on your laurels can potentially cost you in the long term. While you’re using your tried and tested way of working over and over, your competitors are not only catching up, but trying out new ways of working that could leave you behind.

Digital and content marketing is an industry that prides itself on innovation. It is, of course, the data-driven offspring of traditional marketing, but results from Zazzle Media’s recent State of Content Marketing Survey revealed that even our industry is guilty of dragging its heels when it comes to jumping on emerging trends and technologies.

For example, just 2% of marketers surveyed said that voice search would be a key focus for them this year. While this is somewhat caveated by the fact that 17% of the marketers we asked are going to introduce voice search into their marketing mix in the next year, it’s still a low percentage of people who are eager to take the reins and own this space.

This trend continues across the survey, with the three least used channels comprising emerging technologies that have generated a lot of hype and excitement in the marketing space.

Just 13% of marketers are using programmatic as a marketing method and despite the massive growth and spread of virtual reality (VR) in marketing in 2017, only 6% are using this channel right now.

So why are these percentages so low?

You could argue that this is to be expected, but, 13%, 6% and 3% are staggeringly low numbers for trends that are touted to be the next big thing. And while ensuring foundation services such as written content and SEO are up to standard is essential, so is making sure your services are futureproof and ready to tackle the next big shift in marketing activity.

Brands also have the opportunity to win big by using emerging platforms in creative and engaging ways. In fact, we’ve already seen a number of examples of marketing campaigns incorporating these technologies to great effect, capturing consumers‘ attentions in ways not possible through more mainstream techniques.

Pepsi’s Unbelievable Bus Shelter

How do you take a regular bus stop advertisement and turn it into a talking point among London commuters? As part of their promotion for their #LiveForNow campaign, Pepsi created an augmented reality bus shelter, which combined real-life imagery of London’s surroundings and overlapped it with some pretty interesting scenarios.

Showcasing everything from alien invasions, marauding tigers and even a giant robot attacking the city, this campaign managed to capture the imagination of the public and has so far clocked up over eight million views on YouTube. Sales of Pepsi Max were also up 35% year over year for the month the creative was live.

TOMS Shoes & AT&T: “A Walk in Their Shoes”

Shoe brand TOMS Shoes partnered up with internet provider AT&T to create a VR experience entitled “A Walk in Their Shoes”. The experience chronicles the journey of a Toms customer from California who he travels to Colombia to meet a child who benefits directly from his purchase.

AT vice president of brand marketing, Fiona Carter, told Fast Company that the goal was to celebrate Toms‘ success over the last decade in an exciting and new way.

“What we love about this is that it’s a really immersive way to experience the impact that buying one pair of Toms shoes can have, in this case on one boy in Colombia,” says Carter. “It’s a powerful way to show how to make a difference in the world.”

Missing People make the most of advertising budget through programmatic

Innovation doesn’t have to be flashy, and while VR and augmented reality set pieces are effective visually, sometimes emerging platforms can help enhance reach.

The charity Missing People made the most of this concept by enhancing its outdoor advertising spend by shifting a portion of their budget from print to programmatic.

Before using programmatic, the charity was only able to advertise one appeal per week for a missing child across the whole of the UK. However, since investing in this method, the charity is able to run more targeted, location-based appeals outdoors that can be replaced as soon as a child is found.

Ross Miller, director of fundraising and communication at Missing People, told Marketing Week:

“When we first started using out-of-home, 50% of children we appealed for were found alive. When we switched to a more programmatic use of out-of-home our response rate went to 70%. People respond to a message that is relevant to either where they live or a location.”

Conclusions

These examples prove that emerging platforms have a role to play in content marketing in 2018 and beyond, and perhaps it’s a question of confidence as to why more marketers are hesitant to rolling out these new methods of working.

Content marketers need to prove their worth – having confidence in the practices, and being brave with the opportunities available will allow marketers to test, iterate and learn from their marketing efforts and emerging platforms have a large part to play in this.

The end of 2018 could look very different for marketers‘ results if they’re brave with these new methods.

Source:: searchenginewatch.com