#MarketingTitbits – email investment, Google search update, Facebook algorithms
1. Why is email investment falling despite high returns?
Marketers tend to be fond of email marketing due to the high return on investment (ROI) that it yields, so why is spending in this channel decreasing?
According to a census of 1,000 marketers published by Econsultancy, email marketing is only second to SEO when it comes to delivering ROI, with 22% rating the benefits of email as excellent. But over recent years, the survey has found that other marketing channels, such as mobile, are of greater focus to marketers.
To find out more about the barriers to email marketing and how to overcome them, click here.
2. Google updates mobile search snippets
Last month, Google announced its plans to change the way URLs are presented in search results and started to use mobile-friendliness as a ranking tool to promote optimised experiences for users.
Currently only available in the US, URLs will be updated as a reflection of site names instead of domains, but available worldwide is the breadcrumbs update that structures data to help users navigate a site. Website owners are being advised to ensure that their site name and breadcrumbs are accurately displayed, and can do so by using schema.org.
For more on Google’s latest updates, click here.
3. Facebook’s algorithm update: what it means for marketers
With the big mobile algorithm updates from Google dominating conversation on the internet, it’s no surprise that the latest change Facebook has made has been overlooked by some.
A blog post from Facebook outlined how the platform will now prioritise content from your friends over brand pages, seemingly in an attempt to widen the use of paid social reaches. Facebook also wants to encourage brands to generate better content for users that they want to see and interact with. If content is liked, more of a brand’s posts will continue to be distributed higher in a particular user’s news feed.
The update is proving for marketers that engaging and relevant content is more important than ever. If you’d like to know more, click here.