Tag Archives: digital marketing

Google Reader Added to the List of Dead Google Products

Photo Courtesy of: Slate

Google recently announced it will be discontinuing its Google Reader July 1, 2013. This has caused a lot of angry response from Industry Early Adopters/Influencers; one group even started a petition to save it.  Many people rely on using a reader to stay current on the topics trending in social media and digital marketing. There are many other readers out there, and some of them like Feedly, offer a seamless transition from Google Reader to their product. However, this is not the point.

The point is, Google is causing many people to wonder if it is worth using their products in the first place in fear that they will be discontinued. By taking action like this, Google is diminishing the trust of their users. Since 2011, 70 features or services have been eliminated. Slate created a Google Graveyard full of tombstones for all of their discontinued services pictured here. You can leave a flower for your favorite product on their website.

What this means for the internet marketing agency is it is more important than ever to be sure your digital platforms are diversified. This is also wise from purely a portfolio standpoint, but a lesson should learned that online platforms are in indeed transient.

 

Google Reader’s death sentence and fear of what’s next 

 

 

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Google+ Updates Visual Layout

5920040910_242ec1dd3cThe latest update from Google+ brings several revamps to the visual layout of the social network. Google+ already allowed a big cover photo to match Facebook’s new Timeline layout, but this new layout will allow even larger pictures. Users can now use an image that is up to 2120 by 1192 pixels. That is a very large image. For brands this is good news because it allows the first image to be more eye appealing and because the image is chosen by the brand it allows the best foot forward as the initial impression.

Google+ is now placing all local reviews in one handy spot on the profile page. Under the tab “Reviews” local users will be able to easily see all the reviews for the brand.  The final review is a change to hovercards. A hovercard is the image that appears when the mouse is hanging over an avatar. The hovercard is now larger and because the image is controlled by the brand this can be a help. The hovercard is also a place for launching certain functions, like initiating a hangout. This will help brands appeal to people when there is only tangential relationship between what the user is looking at and the brand.

Google+ Launches Updated Profile Pages With Larger Cover Photos, Revamped Local Reviews & About Tabs.

Photo by west.m

 

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Curalate Helps Image Based Marketing

7178822192_a121b14194Curalate was one of the leaders of Pinterest based analytics. It has now released a series of tools for the brand that uses Instagram in its image-based marketing approach. It is now the only company that offers Pinterest analytics and Instagram analytics in the same dashboard.

This is good news for the smaller education marketing company. Finding an appropriate set of tools is difficult and having them work together across platforms is a special help for the smaller education marketing company that is continually trying to keep up with the larger firms that might have in house statistical teams. Having the ability to see Pinterest and Instagram analytics together will help measure image based campaigns. Sometimes there is a small difference in one social network that might have a different effect than in the other. Being able to compare the two next to each other will help the smaller firm notice these discrepancies and better refine its approaches.

Photo by diwatamisa

Curalate Adds Instagram Analytics, Expands Beyond Pinterest

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Twitter Releases Advertising API

As expected, Twitter announced on Tuesday that it is releasing an advertising API for its Promoted Tweets and Promoted Accounts. Several large firms (Adobe, Threadless and Levi Strauss & Co., for example) have been experimenting with the API already. An API allows advertisers to buy ads more quickly. The API also allows advertisers to link data of their ads being bought in real time with other data collection schemes. An example is an API that is able to measure TV viewing habits (as people tweet about certain shows) and then link real time ads with events in those shows.

The benefit for the digital marketing agency is a more responsive advertising platform. Linking advertising with other data collection services means ads will be better targeted and they will be more responsive to immediate changes happening that are the subjects of tweets. A more robust advertising service will also help propel it to be a legitimate contender with Facebook as a social network advertising platform. Overall this can mean lower prices all around for social media budgets.

Photo Credit: Artdesighnerl.v

Twitter Launches Promoted Products API, Letting Marketers Buy Via Third-Party Tools

 

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Europe Set To Act Against Google

6764585321_7a93286294Four month ago European authorities issued a report about Google’s privacy policy. At issue is the bundling of Google products into a single service so Google would be able to draw from as wide a dataset as possible to counter Facebook’s walled garden. The issue is that users have little access to their data and no ability to prevent Google from acting on the data. European authorities, notably the CNIL of France, gave Google four months to reform. Monday was the end of the four-month period and now the CNIL is setting up a working group to at against Google.

Even though this action will be confined to Google products in Europe, it would be wrong for the American education marketing company to assume there will be no effect. Because of the sheer size of the European market any changes Google is forced to put into place might very well find itself over here as well. This does seem unlikely because the US market is so lucrative, but movement in European might bolster privacy advocates over here. Congressional action would be more likely using the European actions as political cover.

A possible benefit from this action, however, is Google’s response. This is a public opinion battle and if Google can seize the moment, then it can prevent punitive action from being levied. A way to do that is to make the data Google has collected seem savvy instead of an intrusion. Google could use the data to push relevant data at users and that might win them over to the data collection. Google Now is a product that can be at the forefront of this service. If that is Google’s response, then the education marketing company can expect to see a more effective method of reaching users.

Photo by Khalid Albaih

Google’s Consolidated Privacy Policy Draws Fresh Fire in Europe

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Users Seek Out Online Reviews

5584937714_c450eb6747One of the problems facing the digital agency is about the power of online reviews. It is great to receive good reviews, however, doubt about them is called into question when bad reviews start cropping up, especially reviews that are off base about the brand’s service. It may be tempting to discontinue any services that encourage online reviews. However, new data by eMarketer shows that would be a mistake.

65% of respondents somewhat trust online reviews. A brand that is missing online reviews is viewed suspiciously by many users. This is also true of brick and mortar businesses. 70% of respondents do online research and price comparisons before visiting a brick and mortar vendor. A plethora of positive review does make some people more likely to trust a brand, however that gain is minimal. Survey results show that negative reviews are better than no reviews and the brand should be consider them valuable to its marketing efforts.

Users Seek Out the Truth in Online Reviews

Photo by Margaret Ornsby

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Facebook Announces Lookalike Audiences

3185202042_059b9623d9Advertisers will soon find a new way to target their ads on Facebook. Facebook has been using its Custom Audience Tool as a way to allow advertisers to upload certain data points to create certain audiences. The new service will have Facebook analyze audiences for other members that appear similarly responsive to certain types of ads. Brands will now be able to reach into new audiences or new geographies based on similar demographics even if those users are not already fans of the brand.

This is a boon for the internet marketing. Ads on Facebook are already some of the most effective in the industry and this will help increase their ability to penetrate into new areas. These ads are likely to be less effective than ads geared towards people who are already fans of a brand. However, the ads will be able to expand reach so even if there is loss of some effectiveness, it will still boost over all exposure and also increase the number of fans a Page does have.

Photo by: Max-B

Target An Audience That Matches A Specific Profile With Facebook’s Lookalike Audiences For Ads

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SEO for Facebook’s Graph Search

Even though it has only been a few days, Facebook is already releasing some tips for the brand that wants to be seen more often in Facebook’s Graph Search. One thing that is important to note is that having a Facebook page is not necessary to be in the results of this search. If a person has created a Page for a brand or location, then that data will be searchable. This means it is best for the brand to control its own information by maintaining a page. This can be a huge selling feature for the digital media agency as it tries to recruit new clients.

The easiest tactic to improve Graph Search results will be to make sure the About section of the brand’s Page is accurate and up to date. People will be using it as a local search option, so inputting an address will open up those searches. This is important even if the address is not important to the service rendered, such as a social media agency, because it will then come up in local searches. Interaction with content on the Facebook Page will increase the number of connections Graph Search has to draw from. More tips will come along in time, but for now the agency needs to lay down the ground work from which other SEO tips will be useful.

SEO for Facebook Graph Search? Facebook has Some Tips.

Photo Credit: JayCameron

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Facebook Offers Small Businesses New Advertising Venture

facebook-like-buttonMost brands on Facebook have less than 10,000 likes and that is the segment Facebook is targeting with its new service. The new service is designed to help small businesses create and easily put up an ad designed to gain more likes for the brand’s page.

The new ad will be featured in the right rail as well as on mobile newsfeeds. One of the newer features is a suggestion of the number of likes the ad will bring in. Facebook’s dataset is fairly large so it can suggest a success range with confidence and then alter that estimate based upon the budget suggested and the locations of users who will see the new ad. For now the new program is only available in certain cities, but the plan is to quickly make it available globally.

For the education marketing company this could be seen as a bad move. With now easy to create ads, the immediate need for the social media agency might be seem to go away from the small business’ perspective. However, as the brand sees the effectiveness of Facebook advertising it is more likely to turn to experts for refinement and continued advancement. In the long run this may be a shot in the arm for the agency.

Facebook Makes Getting More Page Likes Easier For SMBs

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Twitter Promoted Tweets Expands Keyword Options

Along with a new tool to import keyword options from other platforms—think about Facebook and Google keywords here—Twitter is also expanding advertiser’s abilities to use keywords on Promoted Tweets. The digital marketing agency is already familiar with these new keyword matching options: exact match, phrase match, and keyword match.

Advertisers will also be able to specify negative keywords. Their ads will not appear near tweets involving those keywords. Twitter will also begin automatically matching ads to trending items. The example Twitter gives is news of a celebrity pregnancy. Brands that advertise for baby products will now automatically be entered into auctions for placement near those tweets. That new automatic function will need close monitoring by the digital marketing agency because the scenario outlined does not seem to be a particularly well functioning ROI placement and automatic entry will eat away at advertising budgets.

Twitter Expands Keyword Targeting Choices For Promoted Tweets

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