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#MarketingTitbits – Google, websites – then and now, Twitter election

google-websites-election-smaller1. The Google algorithm update may be a thing of the past
Google’s algorithm updates are known by names such as Penguin or Panda and will regularly move the SEO goal posts, leaving marketers awaiting their arrival with a certain level of anxiety. But this could now be a thing of the past.  Since 2012, the number of updates released by Google have decreased each year.

In a recent post on Search Engine Land, Nate Dame, the founder and CEO of search and content marketing firm Propecta, revealed his thoughts for fewer algorithm updates from Google and the reasons behind them.

To read more, click here.

2. An internet blast from the past!

Can you remember what LinkedIn looked like when you first visited the site in 2003?

Web design has come a long way in the last 20 years, so we’re sure you will enjoy looking at how some of the leading websites have changed since the early days of their existence.

On the list you will see how our favourite social networking sites such as Facebook, LinkedIn and Twitter have all evolved, as well as Google, Amazon and eBay.

To see how the websites have transformed, click here.

3. ‘Twitter can be crucial to connecting people at this General Election’

With the General Election just over a month away and social media at its peak, it comes as no surprise to see that 34% of people in a survey carried out by Twitter have changed their vote from one political party to another after seeing something on the social media site.

The country is now at a point where people are feeling more disconnected than ever from politicians, so it is clear that Twitter could become a powerful tool for improving engagement, with 78% of members of parliament now signed up. Those in the running for the election could take tips from politicians like Barack Obama, who benefited greatly from his social media strategy during his campaign.

It’s expected that the 2015 electoral campaign will top the 7 million tweets generated from the Scottish referendum, but what influence will this have on votes? Head to MarketingWeek to find out more.

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#MarketingTitbits – Twitter, Aldi, advertising fails

twitter-supermarkets-adverts-smaller1. Twitter officially lets you retweet with comments now
Over the years, Twitter has faced criticism from frustrated users who struggled to warm to the limited functionality of the platform, but their latest change could help allay some of those frustrations.

Gone are the days where you had to cut and paste a URL before adding a comment; now it’s available at the click of a button. The “retweet with comment” feature allows users to embed tweets with their own messages, with photo and video retweets appearing as a small preview.

So far the new feature has gained mixed reviews, but what do you think? To find out more, click here.

2. Aldi replaces Waitrose to become the UK’s sixth biggest supermarket

It’s become clear that the rise of German discounters Aldi and Lidl shows no sign of slowing any time soon, as it’s revealed that in the 12 weeks to March 29, Aldi and Lidl’s sales rose 16.8% and 12.1%, respectively. Aldi is now the UK’s sixth biggest supermarket, holding 5.3% of the market share, overtaking Waitrose which stands at 5.1%.

Figures from Kantar Worldpanel show that the big four supermarkets faced a mixture of growth and decline in sales during this period, all the while remaining in the price war which aims to win back their lost shoppers. But as food prices continue to drop, what will the future landscape be for the UK’s supermarkets?

You can read more on Aldi’s success by clicking here.

3. 23 of the worst online advertising fails

When an online advertisement is placed well, it can be one of the most effective ways of targeting consumers. However, there are often some unfortunate moments where brands are just in the wrong place at the wrong time.

Brands such as Apple, UPS, Samsung, Uber and Nike discovered that there can be a number of unforeseen complications with online ad placement, leading to some unfortunate outcomes.

If you would like to see the list of fails, head to Business Insider.

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#MarketingTitbits – retail technology, reputable brands, royal celebrations

ecommerce-reputablebrands-royal-smaller1. Shoppers using average five connected devices to purchaseWhen purchasing goods both online and in-store, consumers are now on average using five ‘connected’ devices during the process, whether this be browsing, researching, comparing or buying. Devices range from PCs, laptops, tablets, smartphones, smart TVs and wearables according to DigitasLBi, which examined retailer trends around the world.

The research found that 27% of consumers will hope to find personalised offers online, while 70% believe they would engage with in-store connectivity like GPS or Wi-Fi tracking if the stores offered consumer benefits. But it’s not just devices that are growing in popularity – social networks such as Facebook, Twitter and Pinterest are also seeing increased growth in direct purchasing.

Could 2015 be the year that changes the retail experience fundamentally? To find out more, click here.

2. BMW beats Google and Walt Disney to become world’s most reputable brand

In a recent study carried out by Reputation Institute, BMW topped the list of the world’s most reputable brands, succeeding last year’s joint first place holders, Walt Disney and Google.

The brands were ranked in accordance to their reputations amongst consumers, based on criteria including innovation, governance and citizenship. The top ranking vehicle manufacturer believes its success is down to internet and social media tools, but also face-to-face interaction itself. Other brands joining BMW in the top 100 include Rolex, Apple, Volkswagen, Nestle and IKEA.

To take a look at the list in full, head to The Drum.

3. How brands wished Queen Elizabeth a happy 89th birthday ft Marmite, Beats, Lidl & Tesco

Last week, Queen Elizabeth celebrated her 89thbirthday, and brands across the world came out to celebrate as #QueenElizabeth trended on Twitter for the majority of the day.

Sharing their limited edition royal products on social media were Marmite and Pot Noodle, who created animations commemorating the occasion, while other brands, such as Tesco, Lidl and Surfdome showed their humorous sides.

Take a look at how others celebrated the special day by clicking here.

 

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#MarketingTitbits – email investment, Google search update, Facebook algorithms

email-google-facebook-smaller1. 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.

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#MarketingTitbits – General Election, Googling for pizza, spotting fake reviews

election-pizza-reviews-smaller1. The election result: what it means for marketers
Over previous weeks, the general election result has dominated news headlines, as promises were made and the prospect of new legislation loomed. But, what does the new Tory government mean for marketers?

During the election campaign, the Conservative party stated that it was the best choice for marketers, delivering an environment where businesses can thrive, supporting continuous growth through their pledge to continue to remove the ‘red tape’ that surrounds the marketing industry. A Conservative spokesperson told Marketing Week that “marketing is one of Britain’s great creative and economic success stories”, promising to keep it that way as long as they are in government.

To find out more on how the new government could affect marketers, click here.

2. Googling for pizza? You can now order food directly from search results

It can be hard to keep up with Google’s continuously evolving features. From showing song lyrics in search results, to highlighting health-related information in queries, the search engine appears intent on becoming more than a mere signpost to a site.

Google has recently partnered with six food delivery services like Grubhub and Delivery.com, allowing users in the US to search for restaurants and instantly place a delivery. Further brands are set to be added in the future, with the feature possibly going global. Will it hit the UK?

To see how the latest addition works, click here.

3. True or false? How to spot a fake review

The internet has become home to reviews that are used by consumers and businesses alike. They help guide almost any purchase, whether this be for services, restaurants or where to travel.  However, some of these reviews can be fake and therefore misleading, so what sets the true from the false?

There are a number of indicators that you can look out for. These include signs like: the quantity, the more reviews the more realistic the representation; or how up-to-date the reviews are – recent feedback is much more trustworthy. It is important to know that any company that has a set of reviews can expect to have some critical comments, and this can actually reinforce the authenticity of their reviews because after all, no company is perfect – despite what Apple might think…;)

Take a look at some other tips to help spot the fake from the real by clicking here.

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#MarketingTitbits – personalisation, McDonald’s, Wonga

personalisation-mcdonalds-wonga-smaller1. Google’s UK sales chief: it is criminal for brands to avoid personalisation
According to Google’s sales director, Martijn Bertisen, brands are still reluctant to “put faith into mobile”, even though 60% of consumers now wish for personalisation on the platform.

At the annual IAB Mobile Engage event, Bertisen explained that although mobile searches have now overtaken desktop searches in 10 of Google’s most advanced markets, marketers are unlikely to even be ready for mobile at the most basic level. So, with consumer demand growing for further personalisation of their experiences, what’s next for marketers?

Bertisen believes that those who push into the wearables industry and speak to each individual consumer in a personalised voice will be the ones who succeed.

To read more, click here.

2. The 8 craziest ways McDonald’s has tried to boost sales

Last week marked a big birthday for the world’s biggest fast-food chain, as it celebrated the opening of its first restaurant. And to commemorate the milestone, Entrepreneur has compiled a list of some of the strangest methods that McDonald’s has used to boost the brand in the past.

From starting a delivery service in New York, to hiring a Mythbuster to talk about pink slime, it’s clear that the some are certainly less than conventional. But what do you think about Ronald McDonald’s new makeover and the brand’s terrifying new mascot, Happy?

Click here to take a look at more of their strangest moments.

3. Wonga looks to rebuild battered brand as it pledges new ‘responsible’ marketing drive

Pay-day loan firm, Wonga, has revealed its new approach in the reshape of its marketing strategy, ditching the ‘Wongie’ puppets and creating a campaign surrounding ‘credit for the real world’.

The switch follows a string of high-profile controversies that have occurred over recent years. Some issues the brand has had to deal with include compensation payments, banned adverts and multiple incidents of public criticism. Wonga are hoping to overcome this recent backlash by focusing on the improvements they are making to people’s day-to-day lives.

For more on the brands improvements, click here.

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#MarketingTitbits – Google, Ryanair messaging, internet fees

google-ryanair-internet-smaller1. Does Google use social signals for ranking?Are pieces of content more likely to rank higher on SERPs if they have more social signals (likes, retweets, comments, etc.) than similar content of less social ‘worth’? Econsultancy sheds some light on the topic.

Google is known for ranking content based on its quality, but it appears now that social interaction could possibly be added to the complicated ranking equation. As of this month, Google has begun to roll out an update in the US which shares tweets in real-time in search results.

So, if you have created content and shared it on Twitter with an optimised tweet, chances are that Google may have shared it too. To read more, click here.

2. Quality now drives our messaging, not price, claims Ryanair’s CMO

Ryanair has recently announced that its profits were up 66%, reaching £614 million for the first quarter of the year. Chief executive, Michael O’Leary, has claimed their ‘Always Getting Better’ programme is the key to their growth.

Over the same period, the airline’s marketing spend hit £166m, in an aim to improve brand perception by boosting personalisation features for its customers. Although the brand appears to be winning customers from competitors, be it budget or premium, it still has work to do to push up its index score and rise in the aviation ranks.

To find out more about Ryanair’s success, click here.

3. We’ve hit the peak of ‘free’ on the internet. It’s time to pay up

Over the years, the New York Times has juggled its subscription fees from free to paid and back again a number of times, but what will happen at a point where around 15% of users are paying for a service of some sort?

Free content shows no sign of disappearing, but is likely to be ‘rebalanced’ as online payments become safer and paid content becomes more valuable. But now, as large companies such as YouTube and Apple begin to join in the premium services, will you be persuaded to pay up?

Click here to read more on the ‘peak of free’.

 

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#MarketingTitbits – vloggers, Google+, Google I/O Conference

vloggers-googleplus-google-smaller1. Why transparency is key in relationship between brands and vloggers
The Advertising Standards Authority (ASA) revealed plans for new guidelines surrounding vlogging shortly after consumer goods company, P&G, became the latest culprit to fall foul of their rules.

Vloggers are not just popular among their subscribers, but brands also. Brands have discovered the advantages of using vloggers to promote their products, but as P&G and others such as Oreo have found out, clear labelling of adverts is a strict requirement.

Although guidance is expected to be welcomed amongst the industry, ASA’s CEO, Gary Parker, has acknowledged that changes cannot be too heavy handed as this could affect further development and innovation in the future.

Click here to find out more.

2. Google+ chief: big changes are ahead

Chief of Google’s social network, Bradley Horowitz, has revealed that although the service is here to stay, it will undergo a “renaissance” of thinking and changes.

The announcement comes as Google Photos launched its standalone service, offering users free and unlimited storage for photos and videos. Other differences have also begun to appear, with profile links to Google+ being removed from the homepage and hidden within the app icon.

What do you think the future holds for Google’s social network? To read more, click here.

3. Google I/O – the key takeaways for marketers

At the end of May, Google held its annual I/O conference, announcing a number of changes and new introductions to the Google family. One of the latest introductions includes Android Pay, a mobile payment system that will take on the likes of Apple Pay in allowing customers to facilitate the process using NFC technology.

Another announcement made during the conference surrounded developments in the use of context for the Google Now platform. The service can already anticipate what consumers might want to search for next, but will now pull through further contextually relevant content. If you were searching for a restaurant on Google Maps the service could now pull through information on the restaurant’s website and reviews, for example.

For more on Google’s innovative introductions, click here.

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#MarketingTitbits – Android Pay, YouTube ads, Pizza Hut projector box

android-youtube-pizza-smaller1. What Google’s Android Pay will mean for brands
Earlier this month, Google announced the launch of the much anticipated Android Pay to take on rival Apple, as they enter the mobile payments market. Google could be seen as already having an advantage over their tech giant rival, as Android holds the majority of smartphone users, but they will require the support of both businesses and consumers in order to succeed.

An advantage of mobile payments that has become clear through the launch of Apple Pay is the low transaction costs for businesses, alongside the increase in security that customers are actively searching for. Brands, therefore, have much greater motivation to support mobile payments as the platform continues to change the way consumers engage with commerce.

To find out more, click here.

2. Watch: the 5 most popular YouTube ads of the past decade

YouTube has gained immense popularity over the past decade since it was introduced to the world in 2005, and now, in honour of its 10th birthday, YouTube has asked viewers to vote for their favourite ads of all time.

Entrepreneur has compiled a list of the top 5 voted for ads, and you may be surprised to discover which one hit the top spot! Click here to take a look at the adverts and see which is your favourite.

3. Pizza Hut has a new box that turns into a movie projector for your smartphone

Pizza Hut’s latest marketing stunt is bringing Hollywood blockbusters to your doorstep through the design of their new ‘Blockbuster Box’. Along with their pizza, Hong Kong residents will find a special lens and a perforated hole with which to begin their movie night.

For customers who aren’t Netflix users, Pizza Hut has printed a QR code that can be scanned with a smartphone to download a free movie. The Blockbuster Box comes in four different styles to appeal to all movie fans: action, sci-fi, romance or scary movie genres.

Click here to find out more about the limited edition boxes.

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#MarketingTitbits – marketing focus, social media blunders, Google Panda

marketingfocus-social-google-smaller1. Why consumer trust, storytelling and collaboration are Nestle, Mars and Airbnb’s focus for 2016
Speaking at Cannes Lions festival, marketing heads from some of the UK’s top brands shared their views on their priorities for 2016.

At the top of most brands’ lists was the consumer. On one hand, Nestlé’s global head of digital and social media stressed the importance of consumer trust and transparency, while on the other; Airbnb shared their focus on storytelling. However, for Mars, top of their agenda was to build closer relationships and to figure out whom to collaborate with, as the lines between marketing and sales blur.

To read more on their focuses for 2016, click here.

2. 10 of the biggest social media blunders ever

If you want to build your company’s presence online, social media can be an ideal way to do so. But while social media is often a powerful and beneficial tool, there are times when brands fall into the trap of negative publicity.

Entrepreneur has compiled a list on what not to do on social media, which include mistaking national tragedy for fireworks from American Apparel, JPMorgan Chase inviting public hatred, LG making fun of an iPhone with an iPhone and many more. For examples of embarrassing blunders, look no further.

Click here to see them all.

3. What does the latest Google Panda update mean for your business

Since the latest Google Panda update was released, speculation has been escalating as to whether rankings had been affected or not. Although Google hasn’t made an official announcement, fluctuations in ranking can often point to changes. So what could this mean for businesses?

The original Panda update was introduced to combat the issues surrounding what makes ‘good or bad’ pages, and consequently stop any ‘bad’ pages from ranking high in search results. It’s become clear that this recent update is concentrated on the quality of content. Businesses should be regularly producing new content that is relevant, useful and engaging, while also updating older pieces of content.

Find out more on how the update may affect your business by clicking here.

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