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Digital Marketing Insights from May 2020

Related articles

  1. The key Digital Marketing Insights from 2019 to 2020
  2. Digital Marketing Insights from January 2020
  3. Digital Marketing Insights from February 2020
  4. Digital Marketing Insights from March 2020
  5. Digital Marketing Insights from April 2020

Hopefully you are still all well and healthy at home. While the world has been put to a halt, Digital Marketing has seen some changes. In this post we will cover these important updates that took place in May 2020, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates May 2020

To start off, we will take a look at the Google algorithm updates of May 2020.

Google Organic Update

The second Google algorithm update of this year was released on May 4th.

It took exactly two weeks to be fully implemented as Google Search liaison Danny Sullivan said: the rollout is complete on May 18, 2020.

However, the overall consensus of this update was mainly expressed with dissatisfaction. The Search Engine Results Page (SERP) has changed drastically with only some major businesses benefitting from it. Noticeably, big brands such as Pinterest, Amazon, Etsy and similar businesses have seen increases in their SERP positions. While many think there might be an error, some speculate it is related to quarantine search trends. Unless Google publishes a comment on this, this will remain unknown.

Google Ads Updates

Hotel ads product

In order to support the travel business during COVID-19, Google will introduce a new program for Hotel ads partners globally. Instead of fixed commissions, partners will only need to pay a commission if the traveller stays at the hotel. Also, a “Free Cancellation” filter will be made available when searching for hotels. Partners will be able to easily share their policies through Google. 

New tools for Business Profiles

Businesses will be able to communicate with consumers through their Business Profile. First of all, asking for support from customers will be made available through donations or gift cards, also called ‘support links’. Also, any changes made to operations can be displayed, such as adding ‘online classes’ or ‘online appointments’. Online bookings will be connected to Google Calendar, in case the business wishes to integrate Google’s program. 

Support-Links-Merchant-View

Support links in a Business Profile

2. Marketing Tech Updates May 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Salesforce offers new commerce cloud templates

The leading Customer Relationship Management platform Salesforce has offered possible solutions to COVID-19 related problems and needs which businesses might experience and helps them react accordingly. For instance, ‘Quick Start Commerce for Grocery and Food Service’ enables the businesses in this industry to build new websites fast and allows customers to order online and pick up curbside. The new feature also offers cloud templates for retails of essential goods, business-to-business and any who need online buy and pick up in store. 

Salesforce

Quick Start Commerce for Grocery and Food Service

Online and virtual workplaces

To become accustomed to working remotely, businesses have introduced many tools to help users along the way. Facebook already had Workplace but is coming with new features to cater to the new needs which have developed since COVID-19. Firstly, Facebook has moved their already existing ‘Messenger Rooms’ to Workplace, making online meetings for business purposes only possible. This update was only natural since the demand in video calling platforms is increasing. Also, it has been made possible to host live streams with automatically translated subtitles and a Q&A section. However, the most remarkable announcement seems to be Virtual Reality workplaces. It has been used in some sectors and businesses in collaboration with Oculus for Business.

Oculus

Oculus for Business

In addition, Run The World, a quite new but booming business on the video platform market, offers users to host any type of events. Such businesses allow conferences, fundraisers, panels and many more activities to be held responsibly while practising social distancing. Run The World has been able to raise 10.8 million USD in funds and is expected to become a strong competitor in the market. 

3. Content Marketing Updates May 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Augmented Reality campaigns 

In the blog post of January, we mentioned Augmented Reality (AR) becoming a marketing tool. Amidst the quarantine and the rising usage of in particular video apps, Snapchat has been utilising the potential of AR Campaigns. These brand partnerships most often enable users to see the advertised product or try it on by using the lens in the app. For entertainment purposes every lens is usually accompanied by aesthetically pleasing or funny effects. Due to COVID-19, Snapchat has also made it possible to donate money with this tool. The lens itself gains attention and by clicking on ‘more’, the user will directly be forwarded to the website of the organisation. 

Snapchat lens

Snapchat’s partnership with the World Health Organization

Besides Snapchat, Facebook has been making advances with AR technology too. Currently, it is testing the tool to its Marketplace. Sellers will be able to create a 3D view of the product; which buyers can view in the same three-dimensional image. Seeing the product in its full state, provides the buyer an adequate glimpse without having to see it in person. 

 

Online content on TV screens

The significant shift from traditional TV programs to online video content, has created many opportunities for platforms such as YouTube and Netflix. The easy accessibility to any content at any time has become immensely popular. However, nowadays people are more at home thus watching content on big screens is as effortless. YouTube is expecting this shift in behaviour and will be adding new options for marketers to reach the TV-connected audiences. For instance, the surveys will be made possible for bigger screens with the possibility to use the remote to interact. 

4. Social Media Marketing Updates May 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Users support businesses

Social media platforms are taking initiatives to support the businesses which might be struggling in these trying times. Facebook and Instagram introduced ‘Support Small Business’ options, giving users the option to donate money or promote the products and services. Furthermore, Facebook is offering a grant programme for small businesses of 100 million USD in cash and ad credits. On Instagram users can add a sticker to their picture and upload it in their story. The audience of the specific user will be able to click on the sticker and visit the business profile. Word of mouth marketing is becoming more prevalent these days in the online community. 

instasupport

Instagram’s Support Small Business

Pinterest introduces Business Community

Strengthening the community of businesses on a platform leads to better commercial content and appeal. Pinterest has launched ‘Business Community’, for businesses to share knowledge, give advice and ask questions related to Pin campaigns. By signing up and creating a profile, you will have access to the informative conversations. 

TikTok’s new music regulations

So far businesses have been able to use music without having to deal with any royalty matters on the platform TikTok, but from now on this will not be possible anymore. TikTok has a multitude of music licensing agreements for users to use, royalty free. Previously, businesses were also allowed to utilise this in their TikTok marketing. Now however, only the ‘Commercial Music Library’ will be free to use for promotional content. Licenses can still be obtained if one wants to make use of any other song outside of the library. 

Facebook’s new calling app

CatchUp, the new app for audio only calls introduced by Facebook has been launched. The app works with the phone’s contact list, thus a Facebook account is not needed. By letting the people who have you in their contacts list know that you are available, it hopes to encourage engagement. 

CatchUp_inline_-img

Facebook’s CatchUp

Ads in IGTV

Instagram’s video platform IGTV will be working with 200 approved creators to begin playing ads. The revenue of the ads will be shared between the creators and Instagram. Ultimately, the intent is to implement these partnerships worldwide and attract more monetisation. 

These were the things that happened in Digital Marketing in May 2020. Also, read Digital Marketing Insights from April.

Digital Marketing Insights from April 2020

Related articles

  1. The key Digital Marketing Insights from 2019 to 2020
  2. Digital Marketing Insights from January 2020
  3. Digital Marketing Insights from February 2020
  4. Digital Marketing Insights from March 2020

Hopefully you are still all well and healthy at home. While the world has been put to a halt, Digital Marketing has seen some changes. In this post we will cover these important updates that took place in April 2020, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates April 2020

To start off, we will take a look at the Google algorithm updates of April 2020.

Google Ads Updates

Google Trends

In these changing environments it can be hard to determine the wants and needs of consumers. With Google Trends marketers are able to explore the most popular search terms and statistics which can be helpful when creating new advertising campaigns for instance. 

New features in Ads Editor

After publicising advertisements, the Ads Editor offers multiple features to change or assess those. For now, Google has improved the edit pane, added shared budgets and optimisation scores. These optimisation scores are particularly interesting since it indicates the effectiveness of the ads with numbers.

Ads editor

Optimisation scores in Ads Editor

Call Ads

Advertisements on Google can now incorporate their phone number in the featured snippet with a call ad. For businesses that mostly operate by calling, this could increase the engagement with customers and generate more leads. The number will be automatically called by clicking on the number. 

call ad

Call advertisement 

2. Marketing Tech Updates April 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen.

Internal communication & collaboration platforms

With a lot of people working from home, communication has become a bit harder. Without the weekly or even daily meetings and face-to-face (small) talks, the physical distance can easily result in communicative problems. Hence more businesses are offering online services for sharing, planning and working unitedly. In addition, already existing platforms are improving their service in order to keep up with the changing environment. For instance, Facebook Workplace has added new features to improve internal communication, such as a Q&A option. Here are some internal communication systems:

  • Facebook Workplace
  • Slack
  • Trello
  • Asana
  • Podio
  • Monday.com

Video calling & webinar softwares

In addition to a rise in internal communication systems, other communication platforms are becoming more prevalent nowadays. It is used to get in touch with family, friends, colleagues, and clients. Video calling is just a little bit more personal than only calling and webinar softwares are used to hold seminars online. We have listed a few softwares which might be useful to you:

  • Zoom
  • Skype
  • Google Meet
  • Microsoft Teams
  • Livestorm
  • Toasty
  • Circl.es

3. Content Marketing Updates April 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Video platform competition

The rising popularity in video content has intensified the competition in this industry. Whereas new video platforms like TikTok have seen major success, others are trying to compete by adding new features. As for now, it seems brief videos in particular are taking the market by storm. YouTube reportedly will add a feature called ‘shorts’, similar to TikTok, which is supposed to compete.

In-Game Marketing

The gaming market has been steadily and rapidly growing. With more than 2.5 billion gamers worldwide, this market has an enormous target group with a lot of marketing potential. In-game marketing is already being done. However, it is of importance that it does not interfere in the players’ enjoyment, which could be difficult. Nonetheless, this month Travis Scott has shown that games could be used in ways we are not used to by having a tour consisting out of five virtual concerts in the game Fortnite. The event was watched by millions.

gaming gta

GTA IV and in-game marketing

4. Social Media Marketing Updates April 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Advertisement guides by Facebook

Facebook is offering businesses assistance with the swift changes as a result of COVID-19. Such initiative by the platform is not unusual, in February of this year similar support was offered to businesses impacted by the bushfires in Australia. This time three new guides have been published in regard to advertisement and how businesses can respond to the virus. 

Twitter allows COVID-19 ads

While most platforms have systems in place to prevent the misinformation about COVID-19 which ban certain content such as advertisements, Twitter is opening itself up again to coronavirus-related advertisements and has lifted the ban. However, brands will still need approval and are still bound to some regulations.

Pinterest capitalising on its potential

The increasing growth in users, the marketing potential and the rise of ecommerce have made it easier for Pinterest to capitalise on its opportunities. From now on, products featured in pins or boards can be bought or added to the collection. Also, the platform will be able to implement more personalised advertisements or recommendations.

ezgif-4-e5262f689cff

Pinterest in-app shop

Gifts through TikTok

In collaboration with its partners, TikTok is introducing a new program wherein users can gift their friends and family with ‘Small Gestures’. These gifts are mostly so-called freebies, so promotional materials for free and can be sent up to three times per user. Although the app had not found a suitable way to monetise before, this might be the definite direction they will be going. The Chinese version of the app ‘Douyin’, has already successfully implemented this.

Tiktok rewards

TikTok’s small gestures

Social Media Insights

Due to COVID-19 we have seen a major increase in internet usage and changed user behaviour. Multiple social media platforms have provided insights into the impact of the virus on the users. 

LinkedIn has published an infographic, in particular to inform the Marketing Community. The data-based article ‘Navigating Today’s Evolving World of Work’, shows the trending hashtags, engagement growth and other related numbers. 

Snapchat has given an overview of their users’ top concerns, indoor activities, feelings regarding their situation and the impacts on brands. From the results of the conducted survey it is concluded that empathy is key for brands since it resonates with the users. This includes advertisements in which people are being helped or just simply products to be used at home.

Pinterest has listed the top trends which could be very helpful with understanding the changes and pinpoint the correct marketing efforts to match it. The most popular topics are health & wellness, parenting, food and beauty & personal care. 

These were the things that happened in Digital Marketing in April 2020. Also, read digital marketing insights from March.

Digital Marketing Insights from March 2020

Related articles

1. The key Digital Marketing Insights from 2019 to 2020

2. Digital Marketing Insights from January 2020

3. Digital Marketing Insights from February 2020

First of all, we hope you are all well and healthy at home. The corona virus has affected many people’s lives and also affected the Digital Marketing world. Some industries such as e-commerce are mainly affected positively and trying to keep up with the rapidly increased demand, while the majority of other industries are affected negatively such as travel, entertainment and dining. There have been some important changes. So, in this post we will cover these important updates that took place in March 2020, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates March 2020

To start off, we will take a look at the Google algorithm updates of March 2020.

Google Ads Updates

New Google Ads mobile app features

The Google Ads mobile app enables users to easily monitor and review performances. After a few months of receiving feedback, the app has some small but new features in order to better the user experience. This includes Dark Mode, notifications with specific changes and the ability to prioritise recommendations.

Ensuring high-quality ads

Using highly automated vetting systems in order to disapprove certain ads which are against policy or incorrect, sometimes leaves room for mistakes. This new feature creates the possibility for advertisers to assess the issue and change the ad accordingly if needed. Thereafter an appeal can be submitted and the advertisement will be evaluated again. 

App campaigns insights

Promote your app on platforms such as YouTube with app campaigns from Google. A few features have been introduced to improve performance and better the provided insights. Performance ratings will be defined more clearly to help you determine the actual performance of one particular campaign in comparison to the rest. Also, performance charts will be made available for the assessing of long-term performance.

2. Marketing Tech Updates March 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Slack

The automation of marketing has lately been progressing towards a centered approach: one system, centrally operated, for multiple marketing activities. Slack is a communicative tool which has been trying to cater to marketers by assisting them with problem solving and monitoring marketing efforts in an automated way. For instance, by adding apps to Slack, it allows instant sharing and collaboration, meaning the sharing of files and the synchronisation of tasks, calendars with the possibility to meet-up online via video calls. If you are interested in integrating Slack to keep track of different events on your website, such as new signups, cart abandonment or new messages submitted, contact Frizbit

Frizbit slack

Frizbit linked to Slack

Near Field Communications

Web NFC is a technology for wireless transmittance of small amounts of data on a short range, already used in cards to scan when entering a building. Although it might not be new technology, developers have been trying to integrate it with mobiles. With the Chrome 81 which is in its beta version since February 13, a simple NFC card game app is made available to its users. For marketers this could mean a new way to communicate with their customers. Just as AR, this could be integrated into new marketing strategies. For instance, by scanning products with an app you will be able to receive information about it. 

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Web NFC on mobile with Chrome v81

3. Content Marketing Updates March 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Influencer marketing

A new but very prominent way to market is by means of influencer marketing. Influencers can be defined as people with the ability to influence potential buyers and an audience to promote a product. Seeing one’s favourite influencer using a particular product or brand has proven to have a positive effect on the profits and image. Since the buyer feels a connection to the influencer, he or she is more likely to buy the product and has a level of trust in the quality. Also, the targeting is overall more accurate since the buyer apparently already is aligned with the values and interest of the influencer.

Videos and meme’s related to COVID-19

As we have noticed and written about in the last two blogs, video and meme’s have been increasingly popular communication formats. With the drastic changes we have undergone in our daily lives for the past few weeks, such as quarantines, social distancing and the fear of running out of toilet paper, new relatable content has come out. The content which everyone can relate to all over the world, is in a way uniting us and humoristically keeping the mood up in these times. 

Corona mem

COVID-19 related meme

Webinars

Social distancing or even fully going in quarantine is essential in preventing COVID-19 to spread so quickly. Adhering to this, all the face-to-face gatherings are canceled for the time being with online gatherings being held instead. For many businesses, web conferencing or ‘webinars’ have become an important way to communicate with their audience. The host or speaker of the webinar is able to speak to the attendees live with audio and visuals. Also allowing interaction by means of Q&A features. 

Tips on how to work remotely

For this quarantine special we have listed a few tips on how to work remotely:

Online communication

Make use of the advanced technology of online communication. Skype, Zoom, Google Meet and many more provide us the option to have meetings from home.

Schedule your day

It is easy to get lost in a sea of time; what and when should you do everything? The important thing is to keep a daily rhythm allowing yourself some free time while having some fixed activities.

Create a workplace

You will be spending quite some time working in that space. Assure a quiet and relaxed surrounding for you to work at ease. 

Stay productive

Do not let yourself get distracted by the TV, chores or other disturbances at home. Create a task list in which you can see your progress or lack of. Also, be aware that it does not mean you should not take breaks or work longer.

4. Social Media Marketing Updates March 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Facebook fights coronavirus related ads

Due to misinformation around the coronavirus and the desire to keep users calm, Facebook has taken new measures. Which includes the ban of advertisement and commerce listing selling products such as medical face masks and other related products. These advertisements, most of the times accompanied by text meant to raise panic, are seen as opportunistic and exploitative. In addition, all content is being moderated to combat the spreading of incorrect information. However, because of some complications as a result of the virus, Facebook warns its users and advertisers for delays and errors.

Reddit capitalising on its growth

The platform Reddit has resisted those eye-catching promotional messaging for a long time. However, with the increasing growth in users, their undeniable advertisement potential can not go unnoticed anymore. From now on, it will place the advertisements in more noticeable places. This will be a stepping stone to opening its platform to more opportunities in the future. Nonetheless, the reaction of the users, also called ‘redditors’, will be the deciding factor whether this change of policy will be an actual success. 

reddit

More prominent placing of advertisements

Instagram monetising its IGTV

Instagram, used for sharing pictures and videos, is branching out with a new app for longer videos which could be watched vertically. But users are also able to watch the content of it within the existing Instagram app. IGTV is entering a market with a few powerful competitors and will need to prove its potential by alluring to the masses and its ability to advertise. Monetising content allows creators to have advertisements in between their content and receive a share of the profit. The rest of the profit goes to the platform. It is speculated the rate of IGTV will be 55%

LinkedIn increases CTR with conversation ads

By observing its users behaviour, LinkedIn has noticed the shift from mass communication to one-to-one conversation. Messaging apps have gained significant big amounts of users and the increased time spended on it, have made it very advertisement friendly. LinkedIn is coming out with Sponsored Messaging, a message-based ad format highly customised with call-to-action buttons. 

Linkedin ctrConversation ad with CTA buttons 

Brand loyalty programs on Facebook

Still being tested but showing much potential are the brand loyalty programs on Facebook. By linking a new or existing account of the brand to Facebook, users will be able to receive benefits such as discounts and points. The system enables the strengthening of brand loyalty while also improving the hyper-personalisation and targeting. 

fb-brand-loyal

Brand loyalty programme for Sephora customers

These were the things that happened in Digital Marketing in March 2020. Also, read Digital Marketing Insights from February.

Digital Marketing Insights from February 2020

Related articles

1. The key Digital Marketing Insights from 2019 to 2020

2. Digital Marketing Insights from January 2020

After receiving positive feedback for the key digital marketing insights from 2019 to 2020, we have decided to keep this up monthly. Updating you with the most recent trends, events and updates within the digital marketing world. In this post, we are covering all the important updates that took place in February, on the following topics:

  • Search Marketing Updates
  • Marketing Automation Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates

To start off, we will take a look at the Google algorithm updates of the previous month. 

Google Organic Update 

This update probably occurred around February 8th. Although it has not been fully confirmed, it is noteworthy as it stresses the fact that several updates happen on a regular basis which could (negatively) affect any website, yours too. The specific changes are not published yet nor discovered. However, there is a noticeable impact and Google has made a habit out of announcing algorithm updates after the actual implementation. It is recommended to keep an eye on this. While this time it was not a core update, Danny Sullivan, Google’s liaison, has implied there were some tweaks. 

Google Ads Updates

See the impact of campaign changes on ads performances

A new feature which was introduced on February the 12th helps you to understand the impact of changes to an advertisement campaign in relation to the performance. By cross-referencing the dates of the changes and the performance data, such as the conversion rate, gives additional useful information.

Google ads performance

Share remarketing lists

Users of Google Ads and their remarketing programme have since February 18th been able to share audience lists (a list of the people who have visited the website before) with the new feature. This means in case multiple people need access to the programme, a main Google ads manager can share authorisation over these audience lists. Which makes it easier to centrally control this programme and its remarketing efforts.

2. Marketing Automation Updates

A continuous growth in the marketing automation industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Chrome’s new v80 update

The version 80 of Chrome released on February 4th hugely impacted marketing automation, specifically web push notifications by means of blocking. In order to decrease unsolicited requests and spam, Chrome has outlined the proper ways to send the notifications and enforces it by having an automated system in place based on the ‘block’ and ‘opt-out’ rates. It comes with a new feature called the Quiet UI.

Another important feature is that Google started publishing Chrome User Experience Report (CrUX) publicly. This means that anybody can access the accept/block rate of push notifications for any website.

3. Content Marketing Updates

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Video content

In the previous key digital marketing blog post, we saw the rising importance of video content. It is a highly engaging format and consumers even state they would want to see more video content of brands and businesses. Social media platforms such as TikTok, instagram and twitter have created the opportunity for businesses to spread their video content cost efficiently and without much effort. However, with an average of 300 hours of video content uploaded every minute to Youtube, generic advertisements get lost in the overwhelming amount of content. Just as personalisation could make difference on any other medium, it is no surprise it also applies to videos. 

Quora adds advertisement features

Two features have been introduced which facilitates companies with a way to keep track of conversions. Firstly, the Advanced Match utilises cookie-based matching to assess the value of your campaign on Quora. Very similar to the new Google Ads update, it contributes to more accurate reporting of the performance of a campaign. In addition, with the Conversion Windows advertisers can get a better understanding of the user behaviour in the period of time the customer gets converted into a e.g. customer or subscriber. With these additions Quora is becoming more advertisement friendly and adding value to the advertisers.

4. Social Media Marketing Updates

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

The rise of TikTok

At the moment, with 500+ million active users, TikTok is a mobile app and social media platform for short videos. Mainly used by Gen Z and Millennials, the app has seen enormous growth. It was crowned to be the most downloaded app in 2018 and 2019, and has broken global records. With a large and still increasing number of users, TikTok is a refreshing new medium to market your products. Due to the popularity of it among the marketeers, the app has created a feature purposed for e-commerce while still catering to the target group in the same format. Although it is still experimenting with ways to monetise the content, it is predicted to have many possibilities in regards to advertisement.

formatos anuncios publicidad tiktok

 E-commerce on TikTok

Pinterest gains advertisement revenues

Just as any other platform which has undergone remarkable growth (for instance what is happening right now with TikTok), Pinterest has found ways to cater to businesses. Achieved with the help of measurement tools, the company accomplished to increase its predicted yearly revenue and engagement rate. This tool also provided advertisers with valuable information in order for them to analyse the customers in more detail.

These were the things that happened in Digital Marketing in February 2020. Also, read Digital Marketing Insights from January.

Digital Marketing Insights from January 2020

Related articles

1. The key Digital Marketing Insights from 2019 to 2020

2. Digital Marketing Insights from February 2020 

After publishing our comprehensive article on the blog concerning the key digital marketing insights from 2019 to 2020, we have decided to start off the new year by continuing to update you with the most recent trends, events and updates within the digital marketing world monthly. In this post, we are covering all the important updates that took place in January, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates

To start off, we will take a look at the Google algorithm updates of the previous month.

Google Organic Updates

Broad core update 

On January 13th Google came out with the so-called: January 2020, Core Update. It had consequences for many websites and all categories, meaning it was a broad core update. Many were positively affected and it seems like Google is improving at determining the quality of content. Content that has seen a negative result are mostly those assumed deceptive because of misuse of affiliate links. Labelling links in the right amount and having valuable information has become more important than ever before. Either way, there have been SERP fluctuations, which makes it of utmost importance to be aware of the changes. As it happens with most noticeable updates, they have given an overview of what webmasters should know about Google’s core updates

Important change to the featured snippets and listings

Featured snippets are the answers to the questions users have, which have been deemed most relevant by the algorithm. These snippets are shown at the top of the search result page and taken directly from a website. 

Schermafbeelding 2020-02-26 om 15.34.01Featured snippet

To marketers it is a manner to increase the web traffic without directly using financial resources. But more importantly, for the users it serves as a decluttering tool and helps allocating relevant information. On January 23rd, Google set a new policy in place in which featured snippets will no longer appear again as organic search results for an improved user experience.

Google Ads Updates

Test different scenarios with Smart Bidding 

Showing the advertisements to the right customer at the right time plays a significant role in the efficiency of it. With the bid adjustment tool, the frequency and timing of your advertisements will be determined by user behaviour. Before actually implementing it, a simulator can show the impact on your performance. Since the update of January 13th, it is possible to use the simulator in a more comprehensive way, demonstrating the possible outcomes when Return On Advertising Spend (ROAS) changes occur. 

unnamed

Smart Bidding Simulator

Accelerated delivery is removed from Display, Video, App and Hotel campaigns

The rising popularity in video ads comes with necessary improvements to support this medium. On January 14th, Google provided the platform with standard delivery. Through increased mobile website speeds, it is intended to have a positive impact on conversion rates as it is in direct relation. Although it is still optional right now, starting March 31th 2020, it will be compulsory. 

Automated Imports of Offline Conversion Tracking into Google Ads 

Conversion data stored in offline (CRM) systems, can easily be imported directly into Google Ads with the offline conversion tracking released on January 23rd. Especially helpful in case when there are limited resources because transferring such data could be a difficult task.

2. Marketing Tech Updates

A continuous growth in the marketing automation industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Email Marketing is evolving

The use of traditional email marketing is becoming a saturated medium and marketers are aware of the decreasing value of it. As a result, automated, behavioural emails are rising in popularity. While the progression is surely but slowly, a majority does not know how to implement it correctly or even the importance of it. Despite it being a complicated and new approach to reach the users, platforms such as Frizbit are able to provide uncomplicated hyper-personalised marketing automation campaigns for customer retention. If you would like to see how it can improve your overall performance, request an online demo from Frizbit today!

Afbeelding1

Automated hyper-personalised email

Augmented Reality is becoming a marketing tool

AR technology has been around for a few years now but is still developing and being used in new ways. The most interesting AR products which we can expect or are already released:

  • AR Studio by Facebook
  • Chrome AR
  • Apple AR glasses

Besides AR products, brands have been integrating it with their marketing and trying to create value with the customer. Some clothing stores have made it possible for users to try on the products by showing a visual of the product through the camera of the device. Gucci released an app in which people could choose one of the shoes from the newest collection. By pointing the camera at their feet, users could see the product on their own feet. Below you can see the workings of AR as a marketing tool. 

Gucci’s AR

3. Content Marketing Updates

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Long blog posts are better for Google

It is believed by many that a blog post should not be too long. But Google has been pushing content creators to do the exact opposite by rewarding more lengthy blogs, specifically those more than 3000 words. The reason behind this is because those long quality pieces turn out to contain the best fitted answers users might have and are looking for on Google. More informative and useful content is highly favoured in the ranking. Some other examples would be an e-book and a whitepaper.

GIFs

A Graphics Interchange Format, commonly known as GIF, are animated images which are popular among social media users purposed to communicate in a humoristic way through pop culture. By means of a GIF, businesses are capable of informally communicating with the consumer. By using the popular images and applying it to their company, brand or product, the people will resonate with the message and are more likely to share or remember it. GIFs is a supported format by many channels, such as: all social media, email and blogs. According to a survey 36% of millennials prefer visual expressions over words and believe to be able to communicate their thoughts and feelings better this way.

Memes

In line with the GIFs and the informal ways to communicate with consumers, memes are also used increasingly. Instead of in a .gif format the memes are just still standing images. Once again, regarding pop culture. 

4. Social Media Marketing Updates

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Youtube limits data collection

With the California’s Consumer Privacy Act (CCPA), new regulations have been set for the company Youtube in special regards to data collection of children. Until now this has been a much used medium to collect data from consumers for companies. But especially after the $170 million fine imposed by the US Federal Trade Commision, there has been a shift in the policy. Due to the new and possible future limitations by US laws, companies making use of Youtube’s data collection might consider gathering information elsewhere. Although the future of it is not set in stone, it is definitely worth looking at. 

Facebook becoming more transparent limits advertisers

While social media has been providing data cost-efficiently and easily, an increasing demand in transparency and user protection is forcing companies such as Youtube and Facebook to take action. The latest response of Facebook to this, is the addition of new available information to users about the campaigns targeted to them and the option to excluded from those lists. These lists consisting of personal information and interests are used to show the most relevant advertisements. Giving the users to opt-out of lists, decreases the influence advertisers have on to whom and when the ads are shown. 

Afbeelding2

Transparency of lists

Facebook not advertising on Whatsapp yet

The reach of Whatsapp with more than 1,5 billions users and worldwide popularity, it is a platform with revenue potential. Facebook, which owns Whatsapp, is planning on changing this free-to-use app and inserting some advertisements. 

LinkedIn has live-streaming for company pages 

Video is becoming a more prominent medium for companies to come into contact with, for instance: consumers and business relations. For individual users it has been possible to live-stream on the platform with LinkedIn Live. However, with the new update of January 15th, company pages also have the ability to live-stream any business related video content they might want to share. To become a broadcaster, one must apply.

These were the things that happened in Digital Marketing in January 2020. Also, read the key digital insights of 2019.

How to Use Push Notifications on your Website as a Growth Channel

On the 18th of February, we organised the second meetup of this year about: ‘How to Use Push Notifications on your Website as a Growth Channel’. In this meetup, Ata Gür introduced us to the new digital marketing channel ‘web push notifications’ (a.k.a. browser push notifications), explained the best practices on how to use them and have an automated retargeting channel to recover conversions without spending any budget on advertising.

It was great to see the interest and engagement that everyone showed during the presentation. Next to that, it was nice to see how new contacts were made during the networking session. We recorded the full-length video of the presentation.

We also made a gallery of pictures of the event. You can check them out below.

We hope to see you at the next event!

Chrome’s New v80 Update to Block Spam Web Push Notifications

Google Chrome has released a new update for its version 80 on February 4, 2020. This update has been hugely important for websites using push notifications so they can keep interacting with their users. This update comes with a new feature which stresses the importance of the user experience, because it will start blocking web push notifications from websites who are not using push notifications in a UX-friendly way. Based on the ‘block’ and ‘opt-out’ rates of a website and of a user, some websites will be automatically blocked from sending push notifications.

While it is supposed to decrease and prevent cross-site web push notifications and unsolicited requests, Google’s own developers highly recommend reading about their new updates in order to not have your push notifications automatically blocked. 

In which conditions will Google block my push notifications?

To avoid being blocked, you first need to know the scenarios that can make your push notifications become blocked:

The first scenario is where Google Chrome enables the blocking of web push notifications automatically based on the behavior of the user. For instance, if a particular user continually blocks push notifications, it will assume the notifications are disruptive to the user’s workflow. This would result in a bad user experience. 

Secondly, if a website has exceptionally low opt-in rates for push notifications, all push notifications will get blocked for every user. As Google gathers data (since it is still a very recent update), the effects of this will eventually become more prominent. 

Also in the future, we can expect new features of this update to contain consequences for websites abusing their web push notifications. 

“Later in 2020 we plan to enable additional enforcement against abusive websites using web notifications for ads, malware or deceptive purposes. This enforcement will be described in detail in a future blog post.” –PJ McLachlan, Product Manager Google Chrome

 The Quiet UI feature

The new Chrome update will also introduce a new feature called Quiet UI, which will be available on desktop and mobile. The function of Quiet UI is to give the user an alert that certain web push notifications have been blocked, and thus they will be given the chance to unblock it. 

First-Run-Desktop-Mobile-Together

With this, the users are also able to enable “quieter messaging” manually, or entirely disable the notifications. When enabling the quieter messaging, Google will once again block certain notifications which are assumed to be disruptive to the user. 

The New Chrome User Experience Report

On February 11, 2020, the Chrome User Experience Report (CrUX) was released. This publicly accessible report started providing an insight into notification permission responses by typical users expressed in rates based on four actions: allow, block, dismiss and ignore. Anyone will be able to look up these numbers for any website, which comes in handy with making comparisons and benchmarking. Furthermore, it has the option to visualize the chosen data as seen below: 

crux-gnews
You can get more information on this new public data and how to check the opt-in rate of any website on this link.

How to make sure Chrome does not block your notifications

The regulations regarding web push notifications are changing and becoming more complex for website managers, but the main concern for these managers will always be providing a better UX. Managers should also have the same concern while using web push notifications on their website. 

The goal for these website managers to prevent any blocking is to increase the opt-in rate and decrease the ’block’ and ‘opt-out’ rates. Some ways to do this would be to follow Google’s best practices guidelines. These important practices include no irrelevant and excessive notifications, and requesting permission from the users in a timely manner. It has shown that first time visitors don’t enable notifications as quickly. With that being said, effectively using these practices are explained in this permission ux post and this 5 minutes video.

Another helpful tip would be to test whether your website and notifications are in line with the future updates. This can be done by checking your push notification permission process on Chrome Canary. This free-to-use browser allows you to test unreleased features of the upcoming Chrome versions. This way you will be able to test its effects on your website.

However, the most effective tip for making sure Chrome does not block your web push notifications would be to delight your users by sending the most relevant notifications at the best time for them completely based on their behaviour. Basically that’s why Frizbit exists. Behavioural push notification campaigns of Frizbit offer you to provide the most relevant engagement experiences on auto-pilot through web push notifications. With the use of hyper-personalised notifications based on user behaviour, the relevance of your notifications increases and minimizes opt-out rates. Request a demo on Frizbit.com

How to Get Value out of your Stubborn Freemium Users

On the 17th of December, after a two year break, we organised our second meetup: ‘How to Get Value out of your Stubborn Freemium Users’. Mark Smit, CMO at ModelManagement.com, showed us a real-time growth hack on how to convert those stubborn freemium users.

After Mark’s presentation, people had the opportunity to network while having drinks and some food. It was awesome to see all the CMO’s, Digital Marketers, Product Managers and many more professionals come together to listen to Mark, ask him questions and network with each other.

Check out some of the pictures that we made below:

We hope to see you at the next event!

Rebuild your SEO in 1 Hour

On the 28th of January, we organised our first meetup event of this year. Juliana Turnbull took us through the different essential elements of SEO and showed us some elements that we can implement within our WordPress CMS. After the presentation, people had the opportunity to network with each other along with a beer and some snacks.

CEOs, founders, marketers and other professionals attended the event. It was great to see so many people showing up. We would like to thank everyone that attended and Juliana Turnbull for speaking at the event.

We have made a gallery of the pictures that were made during the event. Check them out below.

The key Digital Marketing Insights from 2019 to 2020

2019 was a year full of new trends, events and updates within the digital marketing world. In this article, we are going to take a look at what happened in 2019 and what kind of insights you can use in 2020 for your advantage. We will do this based on the following topics:

1. Search Marketing Updates of 2019

When it comes to search marketing, a bunch of things changed in 2019. Let’s first take a look at the Google algorithm updates, because they definitely had a big impact on search marketing in 2019.

Google Organic Updates of 2019

  • Google Search March update

The first update of 2019 was a big one. The update mainly affected YMYL (Your Money or Your Life) websites. Google started favoring websites that are more trustworthy, especially when people search for sensitive keywords. 

  • Google Search June update

In this update, Google started showing video carousels a lot more. In 61% of the searches, a video carousel will show up now. Also some news sites got affected. Google raised the quality bar for news content. 

  • Google Search September update

The last core update in 2019 was one that again gave more priority to video content. YouTube even overtook Wikipedia in the US Google Index. This means that video content is very important for your SEO.

  • The BERT algorithm

BERT is an open-sourced technique for natural language understanding. This update should improve the understanding of queries, especially the longer spoken or written queries. 

These were the major updates that Google rolled out in 2019. The conclusion is that authoritativeness, expertise, and trustworthiness are the most important factors in your content to show to Google. And since the showing of video snippets have massively increased, video content is more important than ever.

Google Ads Updates of 2019

Pay-per-click advertising has changed digital marketing forever. In 2019, Google said that it has generated 32.6 billion in revenue from advertising, which is an increase of 16%. Google Ads is still increasing and that is why it is important to look at what happened with Google Adwords in 2019.

  • Removal of average position

Google removed the average position metric from Google Adwords because it does not tell the whole story. When you have the first position, it does not mean that you are shown at the top of the SERP. Organic searches could be on top of you for instance. So because of this Google decided to favour other metrics.

  • Evolution of phrase and broad matches

In 2019, Google announced that phrase match and broad match modifiers now also show to same-meaning variants like synonyms and paraphrases. This means that your keywords can show up for more queries, that have similar meanings. Google is saying it did this because the intent behind a query is more important than the semantics within a query. 

  • New affinity audiences and in-market audiences

In October, Google added two brand new audiences: seasonal event segments for in-market audiences and affinity audiences. With in-market audiences you can now target your ads to exclusively users that actively search for products or services like yours. With affinity audiences, you can target people that have shown an interest in a particular topic. 

  • Bumper ad creator

Lastly, Google introduced a bumper ad creator for everyone. Not every business has the resources to produce professional videos. So that is why you can now create a series of six-second Youtube Ads in a very easy way. Perfect if you do not have the resources to do this yourself. 

These were the major updates that Google Adwords released in 2019. There are some other updates that we did not mention here. You can find a full list of the biggest updates in Google Ads on Google Ads Announcements.

2. Marketing Automation Updates of 2019

Marketing Automation has been becoming increasingly popular over the last few years, and as of now, on average 51% of the companies are using Marketing Automation according to Email Monday. CMOs are allocating one third of their budget in marketing technology. Also, according to Salesforce, the fastest increasing tech solutions are Artificial Intelligence (+155%) and Marketing Automation (+104%). 

  • Multi-Channel Automation Platforms

What is becoming more interesting now are Multi-Channel Automation platforms. These platforms offer the ability to create and execute contextual marketing campaigns in multi-channel and they  are hyper-personalized for each user. Companies that use omnichannel strategies achieve 91% greater year-over-year customer retention rates than a business that does not use it.

But how do you create an omnichannel experience for your customers? There are popular multi-channel platforms such as Salesforce, Infusionsoft, Hubspot for B2B and Frizbit for Marketing Automation for e-commerce. These would help you engage with your customers in multi-channel. 

  • Web Push Notifications

One of the other things that got hold of the marketing automation world is web push notifications. Through web push notifications, you can send personalised notifications to your customers on almost any web browsers like Chrome, Firefox, Safari and Microsoft Edge. This channel is very effective and profitable, because you can send messages even if the users are not on your website and bring them back. Some platforms such as Frizbit embedded it to their automation platforms so that you can use it as a retargeting channel. So you can trigger push notifications based on user behaviour and run personalised campaigns, in cart abandonment or form abandonment.

frizbit-automation-use-case-1-cart-abandonment-1-e1568110270768

  • Chatbots

In 2019, the usage of Chatbots has increased even more. Chatbots have also become more AI-driven, capable of handling complex human interaction with ease and are now taking over traditional conversational services.

Most companies prefer in-built chatbots on their websites as they facilitate enterprises in providing instant customer interaction. For instance, Slack and Twitter messaging platforms are preferred by majority businesses.

Messaging platforms like Facebook Messenger have had huge success with Chatbots since opening up integration for brands. Over 60 percent of users who received a chatbot ping on Messenger engaged with the message.

WhatsApp Business allows brands to integrate chatbots with their API, opening up a whole new avenue for brand-user engagement. With 1.3 billion active MAU’s, this is a tremendous opportunity for businesses big and small. 

The use of chatbots in business will evolve in the coming years – the design and architecture inevitably improving. So watch this space and keep a close eye on what happens through 2020 if you have designs on having your own chatbot in the near future.

  • Machine learning, AI and Hyper Personalisation

You are probably seeing it everywhere, Machine learning and AI. At the moment, it is the new world the marketers will benefit in many areas  from hyper-personalisation of messages to bid optimisation or from content creation to product recommendation. We will have smarter marketing platforms, which yield more returns and profitability. Now many tools have started implementing but we will have to wait a bit for a perfect solution for smaller to medium size brands.
When it comes to Artificial Intelligence (AI), it is a perfect way to hyper-personalize your message to customers. But there are also companies like Amazon, that use AI, to recommend products to their users that are most likely to appeal to them. AI is very promising so you should follow this development carefully so you can be among the first ones that use this technology to their advantage.

3. Content Marketing Updates of 2019

Content Marketing offers a tremendous opportunity for businesses to boost their results. You should do this by delivering valuable and relevant content to users. This can improve your online reputation, build a community and grow supporters of your brand. In 2019, a number of changes evolved. 

  • Video content

You are probably seeing it everywhere, video content. That is not surprising, because video is a highly engaging format for content. According to Forbes, 88% of the average user will spend more time on a website with a video than one without. And Hubspot is saying that 54% of consumers want more video content from a brand or business they support. So if you are not using video content in your content strategy yet, start using it now. 

Video Engagement Users

  • Podcasts

Podcasting has massively increased in popularity in the last decade. The amount of listeners has tripled in the last decade and it is expected to grow even more in the coming years. It is important though to not just start a podcast, but have an idea about what your goal is. Approach it as you do for the rest of your content efforts. 

  • Content for voice

With the big increase of voice assistant usage like Alexa and Siri, the way people search changes a lot. While before, people would search for, ‘time China’, people now with the usage of voice recording search for ‘what time is it in China?’. This means that it is important for content marketers to start adapting their content creation for voice searches. 

  • The state of content marketing

Backlinko analysed 912 million blog posts to understand the state of content marketing. This is what they found: 

  • Content marketing costs 62% less than traditional marketing
  • Long-form content got an average of 77.2% more links than short articles. 
  • Question headlines got 23.3% more social shares than headlines that don’t end with a question mark.
  • “Why” and “what” posts, as well as infographics, received 25.8% more links compared to videos and “How-to” posts.

4. Social Media Marketing Updates in 2019

In 2019, a lot changed on social media. Facebook had a massive redesign, Instagram got a new scheduling tool and LinkedIn expanded options for freelancers. 

  • Facebook

As reported by Pocket-Lint Facebook got a massive redesign, described it as a much cleaner, with more of an all-white look. It also has a dark mode now too.

This redesign is supposed to put an emphasis on Groups and Events, which have become two of the biggest reasons people visit Facebook on a daily basis. The means the News Feed is featured less, which is probably good news for users overall. 

  • Instagram

Instagram got a little less Insta with the new scheduling tool. You can now schedule feed posts and IGTV videos through Facebook’s Creative Studio. This new feature supports single and multiple photos along with videos. And you have the option to share it to your Facebook page as well. Once your copy and media assets are set, use the calendar to schedule the post. Hopefully the ability to schedule Instagram Stories is right around the corner.

  • LinkedIn

LinkedIn has expanded options for freelancers who use the platform. Now you can “find an expert” post option. To create a new “find an expert” post, you would go to post an update like normal, select the “find an expert” option, and then answer a few brief questions about the services and skills you’re looking for. This will help freelancers decide if they’re right for the job and if they should reach out in hopes of cutting down search time. “Find an expert” posts also stand out a bit more on your feed to draw extra attention.

  • Best Time To Post

During 2019, Sprout Social updated their best-times-to-post study. This is what it showed:

  • Instagram: highest engagement on Wednesday and Friday between 10:00 a.m. and 11:00 a.m. 
  • Facebook: highest engagement on Wednesday from 11:00 a.m. to 1:00 p.m.
  • Twitter: the best days to post are Tuesday and Wednesday.
  • LinkedIn: highest engagement on Wednesday between 9:00 a.m. and 10:00 a.m.

These were the things that happened in Digital Marketing in 2019. We also published a blog about what the marketing trends in 2020 will be. Check it out here.