Tag: digital marketing insights

iOS 16 to support web push notifications in 2023 on Safari (finally!)

 

 

Earlier this month, the new updates from the iOS 16 operating system came to life during the WWDC 2022. Besides the innovative personalisation features, a big announcement made its breakthrough: Web Push Notifications on iOS will be a reality through Safari Beta 16. 

 

So, what does that mean to you if you work in the marketing field?

 

The operating system has significant updates, mainly on how notifications will interact with users. With seamless communication in mind, iOS 16 unlocks a whole new level to reach potential customers. We are excited to announce that Safari Beta 16 will be able to support push notifications for web apps, extensions, API integrations, and so much more.

 

This great news means potential for the websites to increase their push notification subscriber base by 50-100% on average as almost 20% of overall web traffic comes from iOS on a global level and opt-in rate on mobile devices is 4 times higher than desktop.

 

Keep on reading if you want to learn more about the innovations that web push notifications on iOS 16 and iPadOS are bringing to the table.


A brief introduction to Web Push Notifications

pop-up-vs-notification Web push notification example  / Frizbit

 

Often, web push notifications are confused with app push notifications, like those seen in the media and news industry. They might seem similar at first, however, in reality, they offer endless marketing possibilities to conduct retargeting displaying an open rate of 5% to 6% on desktop only.

 

Web push notifications are clickable alert-type messages sent by a website to the users navigating through it. After the user authorises them through a click, they will display on the user’s device screen, even if the user is not on the website any more.

 

What are many of its great advantages?

 

With web push notifications, you can:

 

  • Communicate with users in real-time without having a mobile app
  • Be present in a multi-device customer journey
  • Notify them even if they are not on your website
  • The user doesn’t need to register or fill any type of personal data
  • Comply with the latest privacy regulations as it doesn’t require third-party cookies

 

They are the latest and most powerful digital channel for websites to re-engage and communicate with subscribers while enhancing conversion funnels. They have the full capacity to bring your customers back.

 

Web push notifications and iOS operating systems

iOS Operating system

Pixabay / Pexels

 

After reviewing the relevance of web push notifications, let’s dive into the nitty-gritty of things.   Let’s find out what it means that Apple has decided to support web push notifications on iOS 16 in 2023 on Safari browser.

 

At the beginning of this year, Apple started testing new functionalities regarding push API on its iOS 15.4 Beta. It was an unexpected update as after seven years, it was the first time to see changes on Safari on macOS. Now that the beta testing is concluded, we are excited to announce that push notifications support on iOS and iPadOS isn’t a long-time expectation any more. They are expected to be launched in early 2023.

 

So, how can we interpret the appearance of this new feature?

 

Market research shows that web push notifications can have up to 80% of reach and CTR seven times higher than other traditional retargeting channels such as email marketing. This comes as no surprise, given that push notifications are widely preferred by users reporting x10 higher engagement. As we mentioned before, they are also in compliance with the privacy regulations, making it the perfect marketing tool.

 

With the announcement of the web push support on iOS 16, many are celebrating the long-awaited update. However, as expected with Apple’s history and privacy data, this too comes with a trick.

 

iOS is stepping up against its competitor with Web Push Notifications

Android vs Apple
Android vs Apple / Tada Images

 

Web push notifications have been existing on almost all operating systems (Windows, Linux even MacOS on desktop and Android on mobiles) and almost all browsers (Chrome, Firefox, MS Edge, Safari, Opera, etc.). The only major operating system which didn’t enable web push notifications was iOS. It had been always an expectation for years that Apple would enable them on iOS, as it already had them enabled on MacOS. As a result of this, Android had been the only mobile OS which had web push notifications activated. That’s why the field of web push in mobile had been completely taken by Android by now. On the contrary, Apple had no participation in the mobile market share by not having this implementation. The fact that they have decided to go ahead with this implementation will mean big changes in the market. 

 

Currently, Android is the one software that enables push notifications on web apps. This represents an additional way to communicate messages for web users who don’t prefer to install mobile apps.

 

This update sets a new direction for Apple in the tech and marketing industry. But would the company be able to step firmly against its biggest competitor?

 

Only time will tell whether this comes as another successful step by Apple or not. For now, although web push notifications support is a reality, it might not display to users as easily as we would want to.

 

Where’s the trick?

 

During the testing phase on iOS 15.4 beta, test users experimented with safari push notifications on mobile devices. Testers found out that the new feature is disabled by default, requiring the user to activate them through the settings tab.

 

Having said this, predictions expect this feature to function under a toggle basis with a new settings tab. They are expected to work not only on Safari on iOS but also on other browsers such as Chrome,Firefox, Opera etc. on iOS. 

 

Other marketing features unlocked in iOS 16

marketing features unlocked in iOS 16
iPhone Screen / Wachiwit


Some more exciting features are coming around on iOS 16 for marketers. The main areas that are more appealing are the intake for the privacy of users, home screen and lock screen settings, and finally updates on Apple Pay.

 

Some more exciting features are coming around on iOS 16 for marketers. The main areas that are more appealing are the intake for the privacy of users, home screen and lock screen settings, and finally updates on Apple Pay.

 

As we know on iOS 15.4, the privacy settings were greatly targeted as part of the operating system updates. On iOS16, we can expect an increase in the protection of the data of users. This is given that Apple wants to minimise as much as possible the data needed by apps to function properly.

 

The biggest change on iOS 16 privacy settings is related to accessing private data. With the new update, companies won’t be able to retrieve the name that users give to their devices. It means that organisations will no longer be capable of sending notifications or advertisements using the first name gathered from devices.

 

Let’s move on with the second-biggest change. Apple is coming up with tailored options for the home screen and lock screen. The new release features suggestions on the home screen with pages, apps, and widgets relevant to the focus mode the user chooses.

 

New focus modes?

 

Yes, new modes for users to disconnect more frequently from their devices. And as a side effect, we will experience a restricted impact in the interactions of apps. This certainly complicates, even more, the digital marketing scenery of strategies using opt-in notifications.

 

Lastly, the other outstanding update Apple is performing on iOS 16 is their “buy now, pay later” feature for Apple Pay. Implementing payments through instalments comes as more optimistic news for eCommerce owners, especially after limiting the usage of ads. This update is expected to increase the average ticket size and conversion rates on mobiles.

 

What all of this means for your marketing campaigns

iOS 16 updates Apple Pay

Apple Pay / CDPic

 

We have seen that Apple will continue to enhance the privacy of the data app developers can access from the app store. It is clear that reaching users in the traditional ways will only get more complex with time. Therefore, new technologies should be implemented.


On the bright side, there’s finally support for web push notifications on iOS and iPadOS. And it couldn’t come at a better timing, considering the cookieless future in marketing. This new step means for the websites to
increase their subscriber base by 50-100% on average, as 18% of overall web traffic comes from iOS.

 

If you are interested in web push notifications for your eCommerce, you can request a demo with Frizbit and may qualify for one month of everything that web push notifications have to offer.

 

On the other hand, we have seen that Apple is taking firm steps to enhance consumers’ purchasing habits with mobile devices. If you run an eCommerce, this means you will be able to expand your audience and reach a higher ticket one coming from Apple users.

 

We are sure that Apple Pay and its instalment system will be beneficial for eCommerce stores by simplifying the purchase step. We are also optimistic that boosting this online purchase practice with push notifications can bring excellent results for business owners.

 

This is all from us with these iOS 16 updates and new features. Which one was the one you are looking forward to? Which one didn’t resonate with you and your business? Let us know in the comments down below!

Digital Marketing News and Updates | May 2022

Digital Marketing News & Updates May 2022

Digital Marketing News and Updates | May 2022

The digital marketing industry as we know it is ever-evolving. And this month is no different. So the relevance of staying up to date is essential for any digital marketing professional.

 

Today, we want to present you with the latest news, trends and updates from May 2022. Let’s dive in!

 

Content:

  1. Search Marketing Updates

  2. Marketing Tech Updates

  3. Social Media Updates

  4. About Frizbit

  1. Search Marketing Updates

Google search

Pexels/PhotoMIX Company

 

Nowadays, as users, navigating through the internet means having to share our personal data. Users are exposed to revealing their full name, email address, phone number and even more personal information such as banking details. We can say that maintaining one’s privacy gets more challenging by the day.

With the recent events regarding the privacy of users, it isn’t surprising that Google is making changes to protect its users. To tackle this issue, the search giant is expanding its options to enable users to be in control of their personal information.

If you do not wish for your information to appear on the google search page, there’s only one action you need to do. You must complete the request on this form, and after the corresponding approval, the platform will take down your personal information.

Now, what does this mean for marketers?

As we have perceived, getting closer to potential customers is getting tougher. As marketers, it is clear that relying on third-party cookies to reach users isn’t a streamlined solution anymore.

Having said this, we advise marketers to start looking out for different strategies. These new tactics should be aligned to the preferences of the users, and the better way is using first-party cookies. 

 

    • Google aims to conquer the eCommerce space.

      google ecommerce

      Unsplash / Austin Distel


      As Bloomberg states, Google is putting efforts again to step strong in the eCommerce landscape. And this time, it seems that Google is willing to step up against its biggest competitor: Amazon.

      What is Google doing differently this time to overcome its competitor?

      While retailers at Amazon are required to pay the company for using the platform as a storefront, Google has started offering free shopping ads and product listings for its users.  

      With a 43% increase in search revenue in eCommerce advertising, statistics forecast success for this new initiative from Google.

      How can retailers prepare to position themselves in the upcoming eCommerce takeover successfully? 

      We suggest retailers start by being present at the Google Merchant Center. At this time, it won’t represent an extra cost for eCommerce businesses, presenting itself as a compelling opportunity. Then, we suggest setting up the product feed using the free product listing feature.

      Once the product feed is set up, the retailer will be able to display free shopping listings and run free shopping ads.

      Developing spaces and conditions that benefit online retailers is undoubtedly a leading step for Google to conquer this landscape.

    • Google Search Console tracks new desktop features in its experience report.
    • search-console-discover-performance-report
      Google Developers

      Google has announced that its Google Search Console will start tracking additional desktop features. As stated by the company:

      “Search Console now logs impressions in the Page Experience report for additional desktop features, such as Top Stories. As a result, you may see an increase in your desktop impressions in the Page Experience report and the Search and News performance reports when filtering by the “Good Page Experience” search appearance.”

      What does this mean for website owners?

      With the new log, you may see an increase in the desktop impressions on the experience report page. This change might also affect the performance reports when using the “Good Page Experience” filter.

      Possible spikes or increases should be visible after May 13th in your reports. Look out for any drastic changes and evaluate through the “Good Page Experience” if the rise shown is related to the new logging of the additional desktop features.

      2. Marketing Tech Updates

    • Meta rolls out Whatsapp Cloud: a monetisation strategy for Whatsapp.Whatsapp updates
      Pexels / Anton

       

      Whatsapp introduces its Cloud API to all businesses worldwide hosted in its parent company: Meta. This new feature becomes one of the key ways the app would finally start monetising itself.

       

      So, how does it work?

       

      Whatsapp Business Accounts will pay on a per-message basis. The rates will vary depending on the number of messages sent per month and your region.

       

      This new API targets smaller businesses and eases the third-party channel integrations process. This integration process usually would take up to weeks, and thanks to this tool, it would only take a few minutes.

       

      Through the Cloud API, businesses can have a better CRM experience. The tool will enable account owners to store private data through the app seamlessly. You will be able to integrate all tickets through one channel, increasing efficiency and productivity. This feature becomes relevant for larger businesses.

       

      The API is compatible with Zendesk and MessageBird, which truly facilitates communication operations for small and big businesses to connect with more people.

       

      Whastapp API Cloud isn’t the only change the platform will have. The regular Whatsapp Business app will also get an upgrade offering premium paid features.

       

      What’s included in the paid version?

       

      You will enjoy:

      • The ability to manage up to 10 chats across multiple devices.
      • Customised ‘Click-to-Chat’ links
      • Statistics

      More updates and features, as well as pricing information, will be available later during the year.
      This also enables online stores to send WhatsApp messages to their users who leave without completing a purchase via WhatsApp. If you have an e-commerce and are looking for a solution to run WhatsApp cart abandonment campaigns you can request a demo with Frizbit.

       

    • Stripe supports Bitcoin payments.Crypto-social
      Stripe

      Stripe is one of the largest online payment gateways in the world. It is known for revolutionising the eCommerce ecosystem, and this time it isn’t the exception. Now, the latest update the company wants to implement is partnering with Bitcoin and offering it as a payment method.

       

      The company valued above 100,000,000 USD has teamed up with the crypto startup OpenNode. This incursion into the cryptocurrency landscape will allow users to convert balances and payments directly into Bitcoin.

       

      What’s the impact on eCommerce owners?

       

      Thanks to millions of users, broadening the usage of cryptocurrencies can increase transactions. This is certainly a positive shift in the eCommerce landscape by easing the online purchase customer journey experience.

      3. Social Media Updates

    •  Instagram introduces a new Feed

      New Instagram Feed
      Instagram

    • As Adam Mosseri stated in his official publication, the video experience is taking more relevance in the future of Instagram. The ever-changing app has announced that it has started testing a more immersive layout in its visual feed.

      This change will take place for both images and videos with a 16:9 proportion. This new update makes the posts appear in a full-screen format on your device.

       

      In the light of creating immersive experiences, the app is elevating its reels consumption. The platform will start recommending more reels in its suggested section of the Home Page. This shift aligns with the so-desired trend of ranking video content at the front store of the app.

       

      How does this affect your content strategy?

       

      More and more, the platform is trying to stay upfront with its largest competitor: TikTok. They have been studying what makes TikTok so engaging, and this new shift comes as a consequence.

       

      Definitely, video content will keep being prioritised by the algorithm. Therefore, adapting your content to the Reels format is essential. Instagram has mentioned that the so-loved stories might start appearing in the home feed, similar to the current TikTok experience.

       

      Lastly, the platform has announced the option of pinning content to the feed to make the experience of the users smoother and more engaging.

    •  Twitter launches Twitter Circle.

      Twitter CircleTwitter 

      Similar to the “Close Friends” Instagram feature, Twitter is rolling out its “Twitter Circle” feature to share exclusive content with a selected audience.

       

      This innovation allows users to select up to 150 profiles to interact with private content, whether they are followers or not. Twitter Circle is now in its beta phase. However, it will only be available for limited accounts worldwide when it is fully released.

       

      We will have to see how this new feature integrates with the app and its new owner Elon Musk, who didn’t include this in his new proposals for the platform.

    •   TikTok Pulse

      Twitter Pulse
      TikTok 

      TikTok has announced that they are launching a new programme called “Pulse” to bring brands closer to its customers through advertisement.

      Using the “For you” section, the platform plans to add advertisements that are relevant to the brands users consume the most. They have carefully designed the experience by placing the volume of advertisements in proportion to the usage of the app. The more time you spend in the app equals more relevant ads.

      TikTok Pulse allows advertisers to put their brand next to the main content of their feed. Specifically, TikTok highlights 4% of the posts to be shown in the ‘For you’ section. The advertising will be displayed within this range, becoming widely seen and relevant to users.

      “We are focused on developing monetisation solutions in available markets so that creators feel valued and rewarded on TikTok,” the company explained.

      The beta phase will begin with the participation of creators, public figures and media channels that should have at least 100,000 followers.

      4. About Frizbit

    • Frizbit at the datathon of @Reach Incubator

      Frizbit team
      Frizbit team

      The Frizbit team visited Paris earlier in May!

      Reach Incubator is a European incubator for startups specialising in AI & data management products and services.

      This year, the datathon took place at the École Polytechnique in Paris. For two days, more than 30 companies exposed their data management solutions. 

      Frizbit was selected to participate in the “Explore” phase of the program. 

Digital Marketing News, Insights and Updates for September 2021

There wasn’t much digital marketing news to report during summertime. However, September has arrived in full strength with many updates to note that might help us marketers strategize better for the last few months of 2021. 

Digital Marketing News, Insights and Updates from September 2021

1. Search Marketing Updates

  • Google is Working on New Search Feature to Index Instagram and TikTok Videos

Google has been reported to be working on new deals with Instagram and TikTok’s parent companies, Facebook and ByteDance, to get the data they need in order to index and rank videos from the social media platform in Search results. 

Users often go to Google to search for TikTok and Instagram videos everyone is talking about and have no luck finding them. The best result they get is a preview with lower qualities. Well, Google is trying to fix that and show users the exact video they want to see in Search, just like they do with tweets. 

A few years ago tweets didn’t show in SERP like they do now. Since Google reached an agreement with Twitter back in 2015, they now show in results and the same thing might happen if these new negotiations go well. We might start getting used to seeing these short social media videos in SERP sooner than later. 

Google is always aiming to make content easily discoverable by users. However, when asked about the new feature a spokesperson stated that sites “can choose how or whether their content appears in Search.”

To this point is just a matter of time and wait to see how the negotiations pan out. 

  • Google is Giving Users More Transparency Into their Google Ads Experience

Google has been innovating with different features to help users have a better understanding about ads they get in Search and Display in different formats. Features such as “About this ad” and the advertisers identity verification program, enhance user experience by offering transparency and credibility with the ads shown to them.

Not stopping there, Google has announced now they are rolling out Advertiser Pages to offer users more information about the ads they get. Users can access these disclosures in the new “About this Ad” menu and check the ads said advertiser has run over the last 30 days. 

“For example, imagine you’re seeing an ad for a coat you’re interested in, but you don’t recognize the brand. With advertiser pages, you can learn more about that advertiser before visiting their site or making a purchase.”  Google Blog

 

Users will also be able to report an ad they feel is violating Google’s policies and if they see fit, a Google team member will delete it. As always, Google is aiming to offer users the best online experience as possible and taking their feedback is key to achieving that objective. 

Advertiser pages will launch in the coming months in the United States, and will roll out in phases to more countries in 2022.

  • Microsoft Advertising Launches Open Beta for Credit Card Ads 

Microsoft Advertising has announced that, from this week, Credit Card Ads will be available for advertisers targeting customers in the U.S and Canada.

Credit Card Ads are intent-triggered ads dynamically generated with no keywords or site crawling required. They appear on the right side of the Bing Search Results Page alongside text ads.

Credit Cards Microsoft Advertising

“Credit card ads trigger for queries such as brand name, card category, credit level, and more. Bank issuers, comparison sites and brands can all take advantage of Credit card ads.” Microsoft Blog

On its blog, Microsoft states that, so far, advertisers have seen great results using Credit Card Ads:

  • Up to 46% more conversions
  • 70% lower cost per acquisition

Early results are sure promising for advertisers.  This new feature is rolling out as an open beta and anyone wishing to participate has to contact their Microsoft Advertising representative or sign up here.

2. Marketing Tech Updates

  • Shopify Launches Shopify Markets to help Internationalize Stores

Up until now, if an ecommerce wanted to sell internationally, they’d have to use a third party marketplace or retailer to do so. With the launch of Shopify Markets that won’t be necessary anymore, since it allows merchants to sell directly to a global market all from one place.

Shopify Markets

Shopify Markets is a centralized hub with all the tools ecommerce sites need to sell directly outside of their home country. On the announcement of the new solution, Shopify stated that “Complexities like currency conversion, language localization, providing local payment methods, and duty and import taxes can all act as barriers to effectively selling internationally”. All of this is solved with Shopify Markets. 

By entering, merchants can: 

  • Enter new markets easily
  • Increase buyer trust and conversion with tailored experiences for each market
  • Optimize cross-border operations with actionable insights and smart settings
  • Save time with a central global management platform

Shopify Markets is already available in early access globally. 

  • HubSpot Partners with Envato 

The CRM platform and Evanto, the world-leading online community for creative assets have partnered to launch over 250 high-quality templates specifically designed for HubSpot. 

“Designed by Envato’s internationally recognized community of professional theme developers, the new templates offer a wide variety of ways for businesses to customize their online presence, whether they use a multi-purpose theme or something more niche to their industry.” – HubSpot.com

HubSpot Partners with Envato

Since both platforms, HubSpot and Envato, are aimed towards building engaging web experiences faster, Envato’s Chief Content Officer, Cameron Gough, said the partnership was a natural connection between both companies. He also added that:

“With these themes, we have an opportunity to provide the global creative community with the assets they need, while HubSpot can bring their CMS Hub product to life with the help of our talented author base”.

The have reported that the initial reactions from the community have been very positive with the creation of a huge variety of template themes. You can see the collection of CMS Hub themes on ThemeForest here: https://themeforest.net/lp/hubspot-cms-hub-themes/.

  • Intuit Confirms Deal to Acquire Mailchimp

A few weeks ago, global technology platform Intuit, confirmed rumors about the acquisition of the popular mailing automation platform, Mailchimp for $12 billion.

Intuit is better known for its financial softwares TurboTax, QuickBooks, Mint and Credit Karma, but with this new acquisition they aim to “advance their mission to power prosperity around the world for consumers and small businesses”.

They described the objective saying that they “will work to deliver on the vision of an innovative, end-to-end customer growth platform for small and mid-market businesses, allowing them to get their business online, market their business, manage customer relationships, benefit from insights and analytics, get paid, access capital, pay employees, optimize cash flow, be organized and stay compliant, and have experts at their fingertips.”

3. Social Media Updates

  • Twitter Makes Tips Available to Everyone and Adds Bitcoin & GoFundMe As Tipping Options

Back in May Twitter rolled out a feature called tip jar, that allowed users to tip others. This feature was only available for a select group of English-speaking content creators. Now, Twitter is rolling out Tips for everyone and adding new payment alternatives. 

Tips make the payment much easier by providing one spot right in the user’s profile where they can link to their Cash App, Patreon, Venmo and other platforms. Before, users had to manually share links to their payment profiles in their bios and in their tweets.

Twitter tips Bitcoin

In addition to that, Twitter is also including new payment services: GoFundMe, an online fundraising platform, and Bitcoin through Strike, a payment application built on the Bitcoin Lightning Network that offers instant and free payments globally.

This is what Twitter had to say:

We want everyone on Twitter to have access to pathways to get paid. Digital currencies that encourage more people to participate in the economy and help people send each other money across borders and with as little friction as possible – help us get there.

  • Facebook Launches New Tools for Businesses

In order to help businesses connect with more people and generate more leads, Facebook is launching a set of new free and paid tools:

  • Start conversations with ads that click to message: businesses can use ads to invite people to message them through the messaging platform they prefer: Messenger, Instagram Direct or WhatsApp.

Facebook Click to ads messaging

  • Start a WhatsApp chat from an Instagram Profile: for many small businesses Instagram is the main platform through which people discover them, and Whatsapp the platform to engage in conversations. With that in mind, Facebook is making it possible to add a click-to-chat button to their Instagram profiles and a button that takes users to Whatsapp directly from Instagram ads.

instagram whatsapp conversations

  • Quote Request on Messenger: with this feature businesses can elect 4-5 questions to ask consumers prior to starting a conversation. Then, consumers are able to request a quote from a business by completing a questionnaire on Messenger. This feature is only currently available for select advertisers for testing. 
  • Lead Generation on Instagram: Facebook will start testing paid and organic tools to help businesses find qualified leads on the social media platform in a more personal way and reducing costs.

Regarding all updated and new features, Facebook stated that “Today is just a step towards the future we’re building for and with businesses in this next era of personalization and we’ll share more on this as it progresses.

  • YouTube Adds 5 Features for Creators

YouTube content creators will have access to more insights and more control over ads and chapters thanks to these five new features:

  • Evergreen video insights: evergreen videos are those that have been popular for a long period of time. YouTube is giving content creators access to insights for these types of videos as a way of helping them improve their monthly channel performance analysis. 
  • Trending hashtags: YouTube launched the trending hashtag feature in the explore section to help viewers find popular content, and creators to identify topics for their future videos. This feature is only available for U.S mobile users. 
  • AdSense Blocking Controls: YouTube is making available the Adsense Blocking Controls to multi-channel affiliate networks (MCNs). Previously this feature that allows content creators to control what type of ads run on their channels, was only available to channels in the YouTube Partner Program.
  • Bulk Edit Video Chapters: YouTube launched automatic chapters for newly uploaded videos and creators are automatically opted into it. And for those who don’t want the feature enabled on their channel, YouTube is making it easier to edit the chapters in bulk. 
  • Appeal Yellow Icons on YouTube Studio Mobile: a yellow icon means a video is receiving little to no monetization. From now on, content creators will be able to appeal them via the Studio Mobile app, instead of solely via desktop.

Digital Marketing News from September 2021

There was a lot to choose from to sum up the most important digital marketing news and updates from September 2021. We gathered the news we believe you’ll find more interesting and useful to strategize next month. 

If you want to keep reading…

Digital Marketing Insights and Updates from February 2021

February is a very short month. With only 28 days, there seems not to be enough time for things to change in the digital marketing world. However, there are some remarkable events to take note of and we have gathered the most important digital marketing insights and updates from February 2021 just for you. 

Digital Marketing Insights and Updates from February 2021

  1. Search Marketing Updates

Responsive search ads now the default in Google ads

Responsive search ads are ads adaptable to show more text and relevant information to customers. When creating one, you can enter multiple descriptions and headlines that Google will automatically test with different combinations and, in time, learn which ones perform better. The goal is to discover what type of messages adapts better to customer’s searches and ultimately improve the performance of your paid search ad campaigns. 

Google recommends to have at least one responsive search ad per ad group. Very recently, they announced that they’re making responsive search ads now the default in Google ads, based on how promising result are:

Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions. – Sylvanus Bent, Product Manager, Google Ads

Google claims that Covid-19 pandemic has changed the way consumers conduct online searches, thus accelerating the need to change how those results are presented to them. According to Google responsive search ads (RSAs) are the answer to that need and they can offer much better results for businesses.

They have shared a list of best practices to optimise RSAs as much as possible:

  • Use Ad strength when writing headlines and descriptions to understand the effectiveness of your ads. 
  • Take advantage of location insertion and countdown customizers to show ads that are relevant and meaningful.
  • Use Smart Bidding and broad match keywords.
  • Review cross-campaign asset reporting to understand which creative assets resonate most with your customers.

New association functionality added to Search Console

Google also announced they’ve added a new association functionality to Search Console that will allow to connect a Search Console property with another Google property such as Analytics, a Youtube channel or a Google Chrome Web Store. 

Digital Marketing Updates Google Search Console

This new feature allows sites to access and unlock other functions:

  • Google Analytics: View your Search Console data, such as organic search queries, in your Google Analytics property. 
  • Google Ads account: View the paid and organic report in Google Ads.
  • YouTube channel: Link your videos to your associated website.
  • Play Console app: Use App Indexing.
  • Actions Console project: Verify your brand and enable cross-platform functionality.
  • Chrome Web Store account: Publish apps and extensions to the Chrome Web Store on behalf of your site.

The association features depend on the association type and you can access them through the Association Page via the settings menu in your Search Console account. 

2. Marketing Tech Updates 

Microsoft announced limited access to neural text speech AI

The Microsoft Custom Neural Voice text-to-speech AI allows developers to create custom synthetic voices. The recently announced limited access to this technology.

The Custom Neural Voice is a Text-to-Speech (TTS) feature of Speech in Azure Cognitive Services that allows users to create a one-of-a-kind customized synthetic voice for their brand.  – Azure Microsoft

The neural speech AI has many possible applications for different brands and industries that can benefit both customers and businesses. Chatbots, voice assistants, audio books, online learning and translations can take advantage of this technology and improve customer experience by customising their synthetic voices. 

The technology consists of three main components that improve results: text analyser, neural acoustic model, and neural vocoder. These three elements work together to reduce by 50% pronunciation errors and optimise workflow. 

Interested brands must apply and be approved by Microsoft to access it. “Alternatively, developers can add text-to-speech (TTS) capabilities to their apps quickly by creating an Azure Speech instance and selecting from a rich choice of over 200 voices” stated de Microsoft announcement.

Magento released Magento Commerce 2.4.2 for Digital E-commerce Growth

Magento recognizes the importance of digital businesses, especially since 2020 and the migration of many stores to a digital environment. That’s why they keep focusing on offering their customers the best service and experience possible. 

Digital Marketing Updates Magento

Early this month Magento released Magento Commerce 2.4.2 along with security-only patches 2.3.6-p1 and 2.4.1-p1 that focus on enhancing performance and increasing security. 

Magento Commerce 2.4.2 assists merchants in maximizing their opportunities with enhancements to B2B purchase approvals, expanded PWA and GraphQL support, and improvements to the Page Builder and Media Gallery performance and developer experience.  

The update includes improvements to:

  • B2B capabilities for purchase approvals
  • Image optimisation
  • Faster time to market
  • In-product guidance
  • Several enhancements to platform quality

3. Social Media Updates

Twitter develops “Spaces” a competitor for Clubhouse app

If by now you don’t know what Clubhouse is, I’m sorry to tell you that you’re living under a rock. The popular only-voice based app has been causing a bit of a stir in the social media world. It’s gaining popularity and subscribers by the second and everyone wants to get invited.

DIgital Marketing Updates Twitter Spaces

No wonder competitors are starting to raise and Twitter has rolled out Spaces. This new feature allows Twitter users to create audio-only chat rooms with up to 10 speakers at a time with no limit on number of participants. To create a Space, the users has to long press the compose icon and tap a new Spaces button that will show on the far left. 

The user that creates the room gets to decide who has permission to speak, choosing from everyone, people you follow or specific individuals. Spaces requires users’ permission to access the microphone and it will activate automatically as soon as the “Start your Space” button is clicked. 

To this moment, this new feature is only available for a small group of iOS users while Twitter gathers feedback from users. They claim that soon, Spaces will be available for more people and for Android devices as well. 

LinkedIn is developing a new freelance marketplace

As an effort to help professionals face the working crisis created by Covid-19 pandemic, LinkedIn is rolling out a new Freelancers Marketplace. The objective is to help professional freelancers and businesses to find each other, connect and work together. 

Digital Marketing Updates Linkedin Freelancer Marketplace

LinkedIn’s network counts with over 740 million users and the new Freelancers Marketplace will compete with similar websites like Upwork, Freelancer of Fiverr. It will count with a digital wallet through which businesses can pay professionals, facilitating the transactions and offering some type of insurance to all parties. 

The general opinion is that this is a very smart move from LinkedIn as it will revalue the platform for many professionals. Due to the pandemic, this new feature could open the door to professional freelancers to work from home to any part of the world and for businesses to find the perfect candidate for the job anywhere around the globe. 

Instagram to launch multi-participant live stream 

Digital meetings and e-gatherings have never been so popular (and necessary) as they have since last year. The appearance of softwares that allows groups of people to join video chats is on the rise and, so far, Instagram has been a little behind on the run, until now.

Digital Marketing Updates Instagram Live Group Chat

Earlier February, Instagram Chief Adam Mosseri, revealed that the popular social media platform was working on a multi-participant live stream feature to be launched at the end of the month. 

“We have been working on live groups – finally. […] We’re releasing the ability to go live with more than one other person, so with up to four other people, in the next couple of weeks, which we’re really excited about.”

Instagram has been working on this feature for a while now. Since last December they rolled out a version in India as an attempt to capitalize on the ban on TikTok. They had very promising results with a rise of 60% of views. 

Digital Marketing Updates Instagram Live Chat

While there’s still no official date for the new multi-participant live stream release on Instagram, from what we’ve read, it doesn’t seem like we will have to wait much longer. 

If you’re interested in digital marketing trends, tips and updates keep track of our blog: 

Digital Marketing Insights from December 2020

It’s hard to believe that December is over. Even though 2020 was a very strange and difficult year due to Covid-19 pandemic, time flew by and the end of the year is upon us. As we do it every month, we have kept track of everything that happens in the digital marketing world and we have gathered the most important and relevant marketing updates and events for you. Here you have the:

Digital Marketing Insights from December 2020:

1. Search Marketing Updates December 2020

Google tests interactive search results

As the ever-improvement platform they are, Google has been experimenting with interactive search results pages. The newest tests add a very discrete and small icon next to the search results that, when hovered by users, show images from the respective site. 

This new feature is promising in terms of enriching user experience when browsing online. Offering the opportunity to have a preview of the content, will help users know if that site is actually relevant for them before clicking on it.

google-interactive-search-digital-marketing-updates

Digital marketers have their doubts and concerns about how it will affect click-through rates. The interactive search result feature can have a major impact on sites that offer very descriptive images about their content against those that don’t. 

Even though Google hasn’t offered any official documentation so far, marketers should start thinking about their content strategy and how to adapt to this new feature. Carefully selecting descriptive images that show what the site’s about and help users know what type of content they´ll find there will be key. 

digital-marketing-updates-december-2020

The feature even allows search results to show more than one image when hovering over the small icon. Google’s testing will provide information and insights about how images can offer more relevant and accurate information to users about the content of a page.

Google Maps searches incorporate 4 new features

Google definitely knows how to keep us on our toes every month adding new features to all of their services and platforms (this article might as well be a “Google Updates from December” one). 

Let’s talk about the 4 new changes to Google Maps: 

1. Messaging from Maps and Search

The first and most exciting feature is the new messaging service. Google is bringing messaging capabilities into Maps and Search with the purpose of facilitating communication between local businesses and their customers. 

Every business with a verified profile can now message directly with clients from the Google Maps app. The messages will show in a “messages section” in business the updates tab.

digital marketing insights december 2020

This new feature is only available in-app at the moment, but Google plans on bringing it to desktop as well. The messaging option can be turned on or off in the setting panels of Google Maps and Google My Business apps. 

2. New Performance Insights

Google is also adding new metrics to help local businesses track their performance by measuring the number of customers engaged via Maps and Search. The update includes insights that show queries clients are using to find their business in Maps and Search. 

The information provided will cover:

  • Amount of searches that triggered the business listing
  • Performance comparison from previous year
  • Search terms customers used to find the profile of the business
  • Time of each search term triggered the profile

With all this new data added to their performance insights, businesses will be able to know exactly how customers reached them. This is very valuable information that can help them adapt their marketing strategy and make the most out of the use of Google Maps.

4. Community feed

Google is adding a community feature to Google Maps Explore tab. Here, users will find the latest reviews, photos and posts added to Maps by other community members they follow and local experts.

digital marketing updates december 2020

This update gives local businesses more reason to keep their information up to date. With regular posting, they’ll have the chance to show up in people’s feed and engage with customers. 

4. Street View photos added by users

The Street View feature is getting a very exciting update in which users will be able to upload their own photos to the platform using their phones. Using the app, contributors can take and record a series of photos while they move through a street and upload them to Street View.

digital marketing updates december 2020 google street view

Google will take care of rotating, connecting and creating the sequence of images. 

2. Marketing Tech Updates December 2020

Whatsapp introduces in-app shopping 

Whatsapp introduced a new shopping cart feature to their platform. Now users have the possibility to buy products from business through direct messages. With a small shopping button, customers can access a store’s catalog directly from their chat screen.

 

digital marketing updates december 2020

Users can browse the entire range of products, select multiple options and place their order as one unique message. Customers can access information about their order details by tapping the “View Cart” button on the chat and keep track of the process. 

This new Whatsapp shopping feature is aimed at helping out small businesses. Making the purchasing experience as seamlessly as possible, for both shoppers and businesses, is a direct bet on supporting small commerce. 

Google launches ads for Web Stories

We’ve talked about Web stories before on our Digital Marketing Updates from November 2020. They’re rapidly becoming a must to include in any digital marketing strategy. They present a conveying format to communicate and engage users. Just until now, publishers didn’t really have means to monetize web stories, other than sold ads or affiliate links.

digital marketing updates december 2020 web stories ad

Google is about to change that by launching a programmatic ads solution for web stories. The new added feature opens the door for content creators, publishers and marketers to easily earn money from their web stories. 

Story ads are available for everyone that uses Ad Manager and AdSense. The ad will show in between Web Story content to optimize user experience:

“The frequency and position of Story ads in the context of your Web Story is dynamically determined to optimize both user experience and monetization potential.” – AMP

3. Social Media Marketing Updates December 2020

Pinterest boards upgraded with 3 new features

The mothership of inspiration is getting 3 new features to help you keep that creativity flowing. Pinterest boards are getting upgraded with new options to help users make a more productive use of their time in the platform. 

1. Notes to self feature

Pinterest has added a new section where users can create private notes for themselves. When saving a new pin, they can add a short comment with reminders about why they saved said pin or any type of information they want.

digital marketing updates december 2020

2. New board toolbar

A new toolbar has been added with the purpose of making a more simpler navigation experience. It’s located at the top of the screen and it shows all the actions that can be taken on a board:

  • Exploring related pin ideas
  • Organizing existing pins
  • To-do lists
  • Viewing notes

digital marketing updates december 2020

This new feature will surely be thanked for by Pinterest users that save an average of 150 pins in one board. 

3. Board favorites

Pinterest is adding a function that allows users to mark pins as favorites. Given the number of pins a board can have, this feature might be long overdue. 

Once a user has created a board, they can mark some of those pins with a star making them a favorite. This feature makes it so easy to revisit and find the best pins on each board without having to lose lots of time browsing through hundreds of pins. 

LinkedIn launches Product Pages

LinkedIn announced the rollout of Product Pages: a tab dedicated to showcasing company’s products. The aim here is to “help companies build conversation and community around their products”, according to LinkedIn Marketing Solutions

digital marketing insights december 2020

 

They state that 70% of customers do an online research of the products they want before purchasing. Visibility and easy- to-access information is key in the decision making process of customers: your product needs to be within users’ reach. 

The new LinkedIn Product Pages promise to help businesses create awareness around their solutions, generating more valuable leads and contributing to overall company growth. The new feature allows brands to spotlight product endorsements, share testimonials and gather user feedback.

We hope our digital marketing updates from December 2020 shade some light on to what’s new in the industry. Make sure you check out our latest blog posts and Happy New Year!

Top Digital Marketing Trends for 2021

Digital Marketing Insights from November 2020

Black Friday makes November a very hectic month when it comes to digital marketing. Now that is over, let’s take a step back and gather the most important marketing insights and updates. We’ve put together a short, but useful information list just for you.

Here are the top Digital Marketing Insights for November 2020

Search Marketing Updates November 2020

New Crawl Stats Reports on Google Search Console

The Google Organic world is an ever changing one. Most recently, Google launched an update (relax, this time not on its search algorithm☺)  for their Search Console tool that affects the Crawl Stats Report. 

The Crawl Stats report shows information regarding how many requests were made to your site, when and what was the server’s response. As you may know, crawling is done by Googlebots that visit the web to add updated and new pages to the Google Index. 

The new update on the Crawl Stats report offers new features with deeper insights into how Google is crawling your site:

  • Total number of requests grouped by response code, crawled file type, crawl purpose, and Googlebot type.
  • Detailed information on host status
  • URL examples to show where in your site requests occurred
  • Comprehensive summary for properties with multiple hosts and support for domain properties

Google makes emphasis on the new Over-time charts that offers website owners a complete view of total requests, total download size and average response time. 

Digital Marketing Insights for November 2020

They also feature the Grouped Crawl Data: 

“The new version of the report also provides data on crawl requests broken down by response, file type of the fetched URL, purpose of the crawl request, and Googlebot agent.”

Digital Marketing Insights for November 2020

The update on the Crawl Stats reports also offers Detailed Information on Host Status Issues which allows you to check the sites’ availability to Google during the last 90 days. 

All these new features offer a more comprehensive understanding of how the crawling occurs in your site, providing useful information on performance and possible issues that might be affecting your web. 

So if you’d like to see yourself, you can directly check your crawl stats on this link

Google Web Stories

We are all familiar with the “stories” format by now: images or videos with text and/or music that last 24 hours and offer short-dynamic content. A while ago Google announced that they’ll be launching Google Web stories.

google-web-stories

But, have you stopped to think about how you can include them in your digital marketing strategy?

Google Web Stories are available in Google Search, Google News and Google Discover and they can work as an additional channel to drive traffic to your website. Of course, as all digital marketing content, you must use them wisely and deliver great content. 

Here are some tips on how to create great web stories:

  • Prioritize video content over images and complement with text information
  • Use short direct messages, don’t clutter the story with a bunch of text
  • Add a call to action
  • Appeal to interaction: add polls and questions
  • Give a personal touch using your brand’s identity and a first-person storytelling format

Are you already excited to start sharing them? You can use some third party tools, install official wordpress plugins by Google or develop for your custom needs. Check more on how you can create them on Google Web Stories

Page Experience and Google Search Ranking

Page Experience signals measure the way users interact and perceive a web page. Last May, Google announced how these signals would be included in the ranking of sites in Google Search.  

In their continuous effort of making the Internet an enjoyable experience, the page experience signals in ranking will come to effect next May 2021. This means it’s time to get ready for the changes and start improving our sites. 

Here’s a list of what you should keep in mind and focus on:

  • Loading times, interactivity and visual stability
  • Mobile friendly sites
  • Safe browsing
  • Page served over HTTPS
  • Easy user accessible content

Google has a lot of information on how to improve your site and make it a loveable experience for users. 

Marketing Tech Updates November 2020

No more third-party cookies

Google’s announcement on eliminating third party cookies might have created some concern in the marketing world. How are we going to engage with our audience now? 

The question arises in a digital environment where advertisers are used to following users around and re-targeting them with personalized ads. However, there are solutions on sight that will help publishers keep in touch with their consumers in a world without third party cookies.

Frizbit

Frizbit is a complete multi-channel marketing orchestration platform that offers you the power to communicate with your customers to do retargeting campaigns without third-party cookies whatsoever. You can keep in touch with users during long periods of time and retain their interest.  Even though it has email and SMS channels, that’s not the most interesting part as they require personal data.

What is the most interesting in their platform is the power of using web push notifications. This platform works without the need of using third party cookies, making the alternative retargeting solution without ads for a post-cookies future. It’s main feature, web push notifications, allow you to send hyper-personalised messages based on user behaviour to non-registered users that visited your site, even when they’re not on it.

digital marketing insights november 2020  

Besides the retargeting campaigns, you can also use push notifications to schedule segmented messages to reach your customer at any time you wish, making it possible to send information about products, sales, discounts, news and basically anything you want to communicate to your audience in a third-party cookie independent environment. 
You can get a free trial clicking here!

Trust Tokens

As an answer to the elimination of third-party cookies, Google has shown an initiative to replace them with, what they call, Trust Tokens. It’s an API that would give you non-personalized, cryptographically signed tokens to authenticate users. 

These trust tokens will allow advertisers to get some information about users without needing to know their identity and not to track them individually. The main purpose is to separate bots from users. 

The Trust Token API is available for testing by developers. You can get more information on this subject here.

Permisio

Permisio is a tool designed to customise privacy preferences. Basically, what this tool does is to offer users the power to super-personalize their navigation settings  and create a browsing experience that adapts to their preferences. 

The user just needs to create an account for free and complete a basic set up process with their privacy choices. Then, when they visit a site they’ll get a personalized navigation experience with fewer pop-ups. This tool allows users to have better navigation at the same time that offers advertisers a seamless way to receive meaningful data and continue to engage with users.  

In fewer words, it’s an agreement between users and advertisers that benefits both parts and helps them live in a world without third party cookies. The only disadvantage of this tool is the fact that both parties need to subscribe to the service in order to work.

Social Media Marketing Updates November 2020

Instagram changes in ads

Instagram made an update that affects the way brands advertise content. This new feature allows advertisers to create sponsored posts from users’ accounts. 

What this means is that you’ll see your favorite influencer’s regular Instagram post, but with a small caption that reads “paid partnership with (brand name)”. This small tag will identify when their posts are sponsored by a brand.

instagram-branded-content

This update makes the process of creating branded content much simpler for companies. Before, a lot of coordination between both parts was required: the post had to be published first by the influencer as a regular, organic post and then could the brand promote it. Instagram says:

“Now brands have more flexibility with fewer constraints when they want to run Branded Content ads”.

The process is very simple now. The brand sends the content creator a request for ad creation access, the creator accepts the partnership and immediately the brand can submit them the ad for their review. As soon as the influencer approves the ad, it will start running from their account without appearing on their feed. 

YouTube is showing ads on non-monetized channels

YouTube decided to implement a change on their advertisement strategies. From a recent update YouTube is now showing ads on non-monetized channels and creators are not receiving any type of revenue form them.  

Needless to say that youtubers are not thrilled by this new feature. Showing ads on channels that don’t qualify or haven’t opted for monetization is not the issue here. It’s the fact that this decision was made without their consent and creators are not even benefiting from it. 

social media updates november 2020

Normally, any youtuber had to apply and join the YouTube Partner Program for ads to start running on their channel and receive a share of the revenue. With the new advertisement trait even channels that don’t qualify or have opted for monetization will show ads. 

“You grant to YouTube the right to monetize your Content on the Service (and such monetization may include displaying ads on or within Content or charging users a fee for access). This Agreement does not entitle you to any payments.”

The change appears on YouTube’s Terms of Service. 

This is a sum up of the Digital Marketing Insights for November 2020. Make sure you check out our blog regularly. 

Insights from previous months: