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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
6. Digital Marketing Insights from May 2020
7. Digital Marketing Insights from June 2020
8. Digital Marketing Insights from July 2020
9. Digital Marketing Insights from August 2020

Hi again! 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 September.

1. Search Marketing Updates September 2020

Google Organic Algorithm Updates

September has been subject to a lot of volatility as many tracking tools showed erratic behavior. At first the SEO community didn’t interpret this as the early signs of a core algorithm update as the client rankings had not point in the same direction. However, things changed in a few days and the community started to talk about dropping rankings and even pages from Google’s Search Index.

Had some key landing pages dropped out the index for no obvious reason today @sengineland @rustybrick – another bug?

— Michael James Field (Mikuss) (@Mikuss) September 30, 2020

In the end it turned out to be a bug related issue but the rankings have been volatile nonetheless.

Free listings on shopping tab becomes available for Europe, Middle East and Africa

After its launch in the US earlier this year, free listings will be there for EMEA businesses on the shopping tab in mid-October. US businesses who used free listings to support their Google Ad campaigns saw an increase of 100% in views and 50% in visits.

That said, you don’t have to advertise on Google to have access the free listings. Retailers will be able to connect with more customers and customers will have more product options and easy access to them.

Google Ads Updates

Dynamic YouTube Lineups With Contextual Targeting

Google puts machine learning to use to analyze each channel’s content. This allows them to create dynamic lineups of channels categorized by specific topics, cultural moments and popularity.

This will enable advertisers to scale their reach while keeping the viewer relevance as high as possible. Advertisers will now be able to find new customers that are seeking content that is aligned with the advertisers’ brand, product or service making the connection at the right time and the right place.

Google gives the best example: “If you’re a home decor brand whose video ads on YouTube focus on redecorating, you can use dynamic lineups to show your ads in videos relevant to your business. These lineups may include videos of house tours, storage solutions, and home improvement projects.”

A recent Ipsos study showed ads based on consumer interest and intent caused 32% higher ad recall and 100% higher purchase intent.

2. Marketing Tech Updates September 2020

Referral Marketing

Word of mouth will yield the most outcome for most businesses when it comes to demand generation. Especially when cost of acquisition and ad spend is increasing year by year to make the market more competitive.

It’s the most authentic way you can increase your brand awareness and loyalty. If you can create a lot of advocates for your company this process will take care of itself. But there is a way to accelerate it. Instead of creating a whole plan and acquiring the resources internally to implement it, you can utilize a software to do it for you.

There are many ways to do it:

• Creating gift cards to be shared online
• Launching referral programs
• Gathering reviews

The most important thing is to find a supplier that easily integrates with your platform and help you A/B test different tactics and show you the results with analytics.

Criteo Dives Deep Into Analytics

Retargeting ad company Criteo announced they’ll have 2 new dashboards and a new reporting tool in their suite.

The Audience Explorer dashboard will provide an exclusive dataset about recurring shopping patterns and the categories and the brands that your existing customers are most interested in.

The Audience Performance Report allows you to compare different segments by size, reach, exposure, purchasing power and gender oriented items to optimize target audiences and campaigns.

The new Shopping Journey Dashboard gives how different audiences move through your funnel. This is great for coming up with different tactics and see how much they move a group from one step to another.

3. Social Media Marketing Updates September 2020

TikTok introduces Duets

Another feature was introduced by TikTok that will increase the engagement levels and the community feel. YouTube and Instagram introduced short content features lately to keep up with TikTok. But TikTok has kept their foot on the pedal with new features.

These were the things that happened in Digital Marketing in September 2020. You can also read all updates on Digital Marketing Insights page.

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
6. Digital Marketing Insights from May 2020
7. Digital Marketing Insights from June 2020
8. Digital Marketing Insights from July 2020

Hi again! 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 August.

1. Search Marketing Updates August 2020

Google Organic Algorithm Updates

August 2020 has been a quiet month if you don’t count the SEOs bracing themselves for not one but two Google search glitches that happened on August 10th and August 15th. The first one especially had a major impact on the results for a brief period of time. Luckily things were back to normal shortly in both instances.

Google upgrades Activity Cards for shopping, product, recipe, and job searches

Google always finds new ways of delivering what people are searching for in the most convenient way. Their newest addition is the search activity cards.

• Shopping Cards

Many online shoppers go through various articles, reviews, and benchmarks before purchasing a product. This feature allows them to see relevant products from previous searches together and compare them easily.

• Jobs Cards

Jobs card touches a pain point of every job seeker. It allows you to filter out newly posted job posts from the ones that you’ve already seen. This ends going through the same posts every time you do a search. Now, you’re always up to date.

• Recipes Cards

Whether you make the same recipe frequently or you’re on a quest of trying every Lasagna recipe out there, Google has you covered. They show you the previous recipes you searched for and other relevant ones based on your query with thumbnails.

Google Ads Updates

Google announces the plan to add Lead Form Extensions to Display Campaign later this year

A research done by Google back in March suggests a third of online shoppers prefers to shop from business that allows a wide array of options to contact them. Lead Form extensions are a considerably way to capture leads.

This new feature generated powerful results in Jeep’s cases as they saw 10x growth in their completed forms with their Korea branch. This makes sense as these forms enter the shopper journey when the attention is captured and the intent to buy or at least to explore is high.

The good news is the Lead Form Extensions will be available for display campaign later this year.

Easy import for offline conversions

Most of the time a buyer’s shopping journey is not as seamless as marketers would like to simplify with their funnels. It is often we see that the product discovery and vendor comparison is done online but the actual purchase takes place in the brick and mortar world.

Google makes it easier to import offline conversions to your CRM. Now vendors can bridge the gap in their CRMs in cases where a journey started with a click on an ad or call from that add. It sounds like a great way to understand what kind of ads work and drives acquisition beyond the online world.

ZenBusiness, a company that helps other businesses, experienced a 400% increase in customer acquisition year-over-year when the utilized the offline conversion data with the Smart Bidding feature to single out and target high-intent customers. 
There are specific instructions for those who use Salesforce Sales Cloud and Zapier.

2. Marketing Tech Updates August 2020

Chatbots

Although Chatbots are not new, they’re gaining momentum and it seems they’re here to stay. As in most cases marketers want to automate the grind work with chatbots. 

Some of the things including a Chatbot  in your omnichannel strategy are as follows:

• lead generation
• lead qualification
• lead nurturing
• increased engagement
• faster one-touch sales
• traffic segmentation
• scheduling meetings
• sharing short surveys
• and more…

 The aim is not to remove the personal touch out of the interaction. The aim is to save time, engage prospects, and help those who seek instant communication with a conversational approach.

3. Social Media Marketing Updates August 2020

TikTok introduces analytics

This month TikTok launched its analytics page for the Pro accounts. The analytics page provides an overview of historical performance analytics such as video views, profile views, and the number of followers.

The content section shows the trending videos you have and view numbers for the past 7 days. The followers section on the other hand help tracking the audience growth and the number of likes, shares, and comments.

Instagram challenges TikTok with Reels

TikTok has been dealing with being deemed as a potential threat to US national security. As if it wasn’t enough, now things got, even more, rockier for the Chinese app with Instagram’s new feature launch, Reels. Instagram wants to broaden its capabilities in the short-content sphere.

Reels give you the chance to create and edit 15-second multi-clip videos with audio, speed setting, and AR effects.

These were the things that happened in Digital Marketing in August 2020. You can also read all updates on Digital Marketing Insights page.

Hi again! 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 July.

1. Search Marketing Updates July 2020

Google Organic Algorithm Updates

July 2020 mainly has been a calm month regarding google organic algorithm updates, even calmer than June. There was no official update declared by Google.

There is only one probable update as far as some SEOs mentioned some changes on their organic traffic on July 23rd & 24th. The general comments of the SEO community, again, have been negative. There is no specific type of websites or queries being affected more than others, according to the comments of webmasters.

The impacts of the probable Google Algorithm update on search results, by Semrush

The impacts of the probable Google Algorithm update on search results, by CognitiveSEO

Google Ads Updates

Zero commission fees on Google Shopping when product is bought on Google

Google continues to shake up the dynamics of the e-commerce websites.

The first wave was in April 2020. Google had announced that they made all the listings on Google Shopping in the U.S. for free in the pursuit of enriching the number of the products listed there, as all products will be listed no matter if they are paying or not. (It was just the Shopping tab at first)

Then, the second wave took place at the end of the last month. At the end of last month, Google announced that they made the free shopping listings also available on the main Google Search results page in the U.S. This helped shoppers choose the products and sellers that will serve them best, from the widest variety of options.

The third and the final (at least for now) wave was announced in July 23rd. Google is now launching “Buy on Google” checkout experience and the retailers who participate in this program will be able to sell products directly in search results and they no longer have to pay a commission fee for sales made via the ‘Buy on Google’ option. This is a payment option that lets customers buy products without leaving Google search results.

New Product Attributes in Shopping Ads

Google started showing product attributes such as “Material” in Shopping ads, which is a new feature that e-commerce marketers have to pay attention and don’t forget to add these attributes to their product feeds. This is very new test which has been caught up by a Jackson Lo as you can see on this tweet.

Google displaying “Material” in their shopping ads.

Have you seen this before @rustybrick?#googleshopping #ads pic.twitter.com/QEvNGcmR7L

— Jackson Lo 🚀📈 (@jackson_lo) July 21, 2020

Introducing new features for responsive search ads

Responsive Search Ads (RSA) are the new type of search ads which allow marketers to add multiple alternatives to headlines and descriptions to the text ads and machine learning optimizes the performance of the campaigns by showing more relevant combinations to increase engagements. Now you can use location insertion to dynamically add where your product  is offered. After having it set up, the ad can automatically include city, state, or country names based on the locations of potential customers or their areas of interest.

 
How to add location insertion to the responsive search ads

2. Marketing Tech Updates July 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. 

Deloitte publishes the 3rd Edition of their survey “State of AI in the Enterprise”

In July, Deloitte publishes “Thriving in the Era of Pervasive AI“. According to Deloitte’s survey of 2,737 information technology and line-of-business executives taken in late 2019, 61% of respondents said they expect AI to substantially transform their industry in the next three years. Adopters are making significant investments with 53% spending more than $20 million in the past year on AI and talent. The category of adopters has increased from 21 percent to 26 percent since the 2018 survey.

Digital Marketing Updates from Previous Months

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
6. Digital Marketing Insights from May 2020
7. Digital Marketing Insights from June 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
6. Digital Marketing Insights from May 2020

We are back! 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 June, on the following topics:

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

1. Search Marketing Updates June 2020

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

Google Organic Algorithm Updates

June 2020 mainly has been a calm month regarding google organic algorithms. There was no official update declared by Google. However, some SEOs mentioned some changes on their organic traffic and some claimed that these are enough to claim these are the signs of a big update. The majority of the fluctuations reached a peak on 23rd of June. 

The general comments of the SEO community have been negative. They claim that some old outdated sites improved ranking in google, even some of the not mobile friendly ones. They also claim that the local results got worse.

Google algorithm impacts on SEO

Google Ads Updates

Keyword Planner New Beta Feature: Refine Keywords

Find relevant keywords to your product, service, website or landing page with Keyword Planner. With new possible refinement suggestions, related  keywords suggestions will be grouped together based on the attributes of your product or service–like color, size, etc. 

Keyword Planner with its new beta feature: Refine Keywords

View explanations for conversion changes

Understanding changes in conversion volumes could be difficult, since so many factors come into play. In order to make the diagnoses easier, users are now able to request explanations in Search campaigns. Instead of spending time on allocating the issues, more time can be spent on optimizing the performance. 

Explanations for conversion changes in app campaigns.

Feeds in App campaigns

Help and provide users fast solutions for their needs or questions with easy-to-use feeds in apps. This update comes with new and improved formats, expanded query eligibility and deferred deep linking for a more integrated onboarding experience. For now, it is still in its beta version but according to Google this will be rolled out entirely in the coming months. 

An improved onboarding experience with feeds

2. Marketing Tech Updates June 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. 

Visual search results of Pinterest

Pinterest has been making changes by adding new ecommerce features to appeal more businesses. This time the company has added the lens visual search results for an effortless search for products to buy. Open the camera in-app or upload a picture and a tab ‘Shop’ will show up with the same or similar products for you to buy instantly. Pinterest hopes to encourage businesses to add their whole catalogue and increase ecommerce engagement. Especially now since it has seen a significant increase in traffic due to the pandemic. Producing search results by means of pictures could improve the overall user experience and it will be no surprise if other platforms eventually also add this helpful feature.

Pinterest’s visual search results

3. Content Marketing Updates June 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.

Live video streaming

Broadcasting live through video form is known as streaming. The streaming platform Twitch has succeeded to attract big audiences, mainly with videogaming streaming. Due to the growing demand for video content and videogames, live video streaming services are showing much monotization potential. Ad breaks allows marketers to reach these audiences by inserting unskippable advertisements during the stream. Also, the highly interactive channel can be used to communicate with customers in new manners. For instance, by streaming product launches, tutorials or exclusive behind the scenes.

Podcasts

Just as live streaming, the audio-based channel has grown to be widely used worldwide. In-podcast ads have much potential but what might be more interesting are branded podcasts. The Dutch Airline KLM, Slack and even McDonalds have aired podcasts with huge success. Often with an engagement time of 30 minutes or even longer, the one-on-one time with a brand creates a trustful relationship without making it too branded and ‘in your face’ all the time. By hearing a human voice, people feel more at ease and are willing to embrace new ideas.

User-generated content

Seeing branded content of our peers is more impactful than another traditional advertisement. User-generated content is content created and shared by unpaid customers. Oftentimes it is done by encouraging the customers to engage and partake in the promotions. For example, Coca Cola introduced the Share a Coke bottles. The campaign encouraged customers to find a bottle with their name on it and share it on social media.

Coca Cola user-generated social media content

Or more recently, clothing websites have been uploading more content of users, often from influencers with an existing following. 

Asos user-generated content on their website 

4. Social Media Marketing Updates June 2020

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

Snapchat’s ad templates

The platform is simplifying the process of ad formatting by offering templates through Ads Manager. It is easy to use and always shows a clear overview of relevant product information. Also, it is possible now to link it to the inventory, showing customers the availability of the product. 

Easy to use templates on Snapchat

Facebook allowing switch between personal and business accounts

Facebook’s Messenger app will enable the possibility to easily switch between personal and business accounts. Since many business pages admins also use the app for personal use, two separate apps would be redundant. With the increased popularity of messaging platforms, this simple but useful feature caters to its new market environment. However, this new update might not be for everybody considering the very fine separation between work and personal life. 

TikTok for business

The popularity of short videos and TikTok has been shown very evidently. As one of the most downloaded apps at this moment, more ecommerce opportunities arise. TikTok has launched a website for businesses, essentially a manual for marketers on the platform. Insightful tips, links and case studies for the optimisation of the performance. In the near future, a new feature for data collection will be introduced. 

TikTok for business

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

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.

Later today, we are releasing a broad core algorithm update, as we do several times per year. It is called the May 2020 Core Update. Our guidance about such updates remains as we’ve covered before. Please see this blog post for more about that:https://t.co/e5ZQUAlt0G

— Google SearchLiaison (@searchliaison) May 4, 2020

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

The May 2020 Core Update rollout is complete.

— Google SearchLiaison (@searchliaison) 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 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. 

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 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’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. 

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. 

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.

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.

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 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.

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.

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’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.

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 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. 

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. 

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. 

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. 

Conversation 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. 

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.

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. 

We do updates all the time. I would suggest rereading our general advice about this: https://t.co/aL4QObvvhH

— Danny Sullivan (@dannysullivan) February 13, 2020

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.

 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.

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. 

Featured 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.

If a web page listing is elevated into the featured snippet position, we no longer repeat the listing in the search results. This declutters the results & helps users locate relevant information more easily. Featured snippets count as one of the ten web page listings we show.

— Danny Sullivan (@dannysullivan) January 22, 2020

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. 

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!

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.

The matches are ending, but the excitement has only just begun. Who are you rooting for in the finals? pic.twitter.com/roFo0CZkW9

— Android (@Android) July 11, 2014

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. 

the invention of brunch pic.twitter.com/3bpkiq4T3Q

— Netflix US (@netflix) June 2, 2018

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. 

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.

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!