Digital Marketing Weekly Roundup EP27 – In this article, we reveal some of the upcoming activities within Google and other high tech companies.
First off, Search Engine Land discusses twitting is still among one of the most effective ways of building up your brand. They have shown 21 ways that small businesses should be doing to gain more exposure.
Most of them are free to implement, so there’s no stopping a small enterprise from getting all the exposure that they want.
Next, Microsoft has listed SEO as one of the hardest skills any marketer can apply. With the advent of more and more competition brewing in … it is getting harder to catch up with the trend.
Microsoft also reveals what are the necessary skills and 21st century knowledge one business should have to gain an advantage.
Third, Google launches its SOS alert for searches relating to CoronaVirus. This definitely is a major step in tackling widespread crisis … and Google is certainly not taking any chances.
Fourth, we look at TikTok and Youtube – two of the best video sharing platform battling their way for ads performance.
How much are businesses are paying these companies … is it worth your buck?
Fifth, Michael Guberti – one of the top digital marketing consultants shares his view on the future of Digital Marketing.
He discusses also different platforms and the way engagement of users has evolve in the recent years. Surely, you will be able to learn many tactics that Michael discusses. Some of them are insights of what is yet to come in the digital space.
Finally, Google and Amazon are keeping a closer look on the year ahead. Last years performance. Being a major player in 2019, Google and Amazon wants to be in the front and back campaigns of any business’ ecommerce journey.
What to Tweet: 21 Easy Ideas for Your Business or Brand
At this point, you probably need no convincing that Twitter is an effective marketing tool for business.
You can use Twitter to gain exposure, drive site traffic, assist in conversions and improve overall brand reputation.
If you’re ready to up your investment in Twitter, but don’t know where to start or what to tweet, we’re here to help.
“Your backlink profile is one of the most important parts of your overall SEO effort, and making a mistake can be VERY costly. Let Jim Boykin of Internet Marketing Ninjas review your backlinks and create or revise a disavow file to set you up for SEO success.
A study published by Microsoft aims to identify the most important trends in marketing for the 2020s.
The study contains a section on trends in marketing skills, with lists of the most important skills for marketers over the next decade. At the top of the list of important hard skills is search engine optimization.
Data from the study is based on a LinkedIn poll conducted by Microsoft with 600 global senior marketer participants.
If you’re reading this you’re likely ahead of the curve already with regards to SEO. You can enhance that skillset and remain an asset to clients with proficiency in either of the other top skills.
For example, SEO and data analysis practically go hand-in-hand, as interpreting data is necessary for measuring the success of a campaign. Adding a skill like behavioral analysis could be the next step, as it will help with understanding not only what users are doing by why they’re doing it.
Automation comes into play to some extent in SEO, though not as much as copywriting does. Sites need textual content in order to rank in search results, and good copywriting skills can make the difference between a user staying on the site or abandoning it.
Google has activated an SOS alert in search results for searches related to the coronavirus outbreak.
Google’s SOS alerts, introduced in 2017, are activated during crisis events where the public safety might be at risk. They’re designed to help searchers by providing an ad-free page of search results with the latest news, links to authoritative resources, and any applicable safety tips.
Now, for searches related to the coronavirus, this is what the search results page will look like:
Suffering from fewer conversions for the same ad spend on your Google Ads?
Your ads might be getting click fraud. Check if you need to protect your ads from competitors & bots. Simple setup. Start your free checkup today.
Google explains in a help document how it sources content for SOS alerts:
“We have teams around the world who source content from government agencies, first responders, trusted media outlets, and NGOs. We also aggregate information from other Google products and services, such as Google News, Google Maps, Waze, and more.”
Google is showing the same alerts globally for the coronavirus outbreak, but they may be localized over time if needed.
An influencer marketing agency reveals how much brands are currently paying for sponsored content on TikTok and YouTube.
TalentX Entertainment, an agency managing 32 influencers across Instagram, YouTube, Snapchat, and TikTok, tells Business Insider it charges brands $0.01 to $0.02 for each sponsored-video view on TikTok.
On YouTube, brands are charged several times more at $0.03 to $0.08 per view. Brands are reportedly charged less for sponsored posts on TikTok because content is easier to scale on the app.
TikTok is said to be a key focus area for influencer marketers looking for new opportunities to earn revenue. Since the app is still relatively new, influencers and brands haven’t yet found a standard price structure for sponsored content.
TalentX Entertainment tells Business Insider:
“Some of our influencers, which we’re very excited about, are averaging anywhere from 25 to 50%, meaning if they have 500,000 Instagram followers, they’re getting upwards of 250,000 likes per post, which is unheard of and unprecedented.”
It’s said to be rare for a brand to pay for sponsored content across multiple platforms. Most brands typically have one platform in mind, whether that’s TikTok, YouTube, or Instagram.
With a new decade of digital marketing upon us, you can benefit from identifying key areas of interest to focus on.
With a host of strategies and platforms that consistently evolve, let’s identify what you should prioritize as the most important trends to leverage to grow your business in the next decade of digital marketing.
Consistently Develop Your Omnipresence
Increase your brand awareness across social, search, shopping, video, voice and messaging platforms.
Plan what messages and promotions you will be publishing over the next 12 months by using a marketing content calendar. Fortune 500 companies have marketing calendars and you can benefit from creating one as well.
Publish posts and stories to your Facebook and Instagram accounts using a combination of informative, inspirational, promotional and goodwill content. Examples include everything from how-to videos, motivational quotes, limited-time discounts and seasonal messages.
Engage your audience with contests, giveaways, real time conversations and live videos. Examples include contests on Facebook, a product giveaway on Instagram where people enter to win a prize by tagging their friends, back-and-forth conversations on Facebook Messenger or via text, and using live videos to broadcast office walkthroughs, hold Q&A sessions, share your speaking engagements or informative tutorials.
You can use these content ideas on multiple platforms such as Facebook, Instagram, Messenger, WhatsApp, Google My Business, YouTube, LinkedIn, Twitter, SnapChat, TikTok and others.
Publish audio content in the form of podcasts on Alexa Flash Briefings and Google Actions. Podcasts, Alexa Flash Briefings and Google Actions are just audio recordings that people can listen to and engage with.
For example, with Google Actions, you ask Fidelity for “updates on your portfolio and the market,” “order your favorite food and beverages” from Starbucks and “buy tickets for your favorite movies” through Fandango.
Goldman Sachs, Verizon, Shopify and other companies publish audio content through podcasts. Interestingly, Goldman Sachs is running a Google Ad to promote their podcast titled “Exchanges.”
In digital marketing, 2019 was the year that the big players evolved from their core branding identities, showing advertisers that they could reach customers in more ways than ever before.
Google and Amazon in particular were on a mission to capture more advertising dollars and greater customer engagement, implementing various changes. What is driving these changes, and how should retailers approach the two platforms in 2020?
Google’s role is not limited to the middle of shopping journeys; they can be at the beginning and end, too.
Google’s been working on shedding its image as “just a search engine” for a few years now, but in 2019 it took its greatest strides yet with advertising options that span the entire shopping journey. At its Google Marketing Live event in May, Gallery Ads and Discovery Ads were two major areas of focus, both of which sit on the upper end of the purchasing funnel.
These highly visual ad formats go a step further than earlier upper-funnel tactics like Showcase, enabling brands to serve lifestyle, brand, or product images to customers that aren’t necessarily showing direct purchase intent via search.
That’s not to discount Showcase; it’s still playing a significant role in advertising too. Originally touted as a solution for generic shopping queries (think “furniture” or “running shoes”), Showcase has expanded to make up as much as 30 percent of retailers’ shopping programs, with no signs of slowing down.
At the bottom of the funnel, Google continued to iterate on its marketplace offering. Shopping Actions placements now show across more Google surfaces, including Google Search, Google Shopping, Google Assistant, Google Images, and YouTube.
There are still large strides to make before shoppers think about Google as a purchasing destination, but Google has made its intentions clear that it will continue to pursue growth at this end of the funnel.
How should advertisers treat these platforms in 2020?
In 2020 advertisers should take a cue from Google and Amazon, ditching old notions about what each platform is and expanding beyond their comfort zones. As with any new advertising program, concrete testing parameters, including separate budgets and potentially different performance goals, are an important foundation for gauging success.
For some of Google’s upper-funnel formats, advertisers should consider shifting away from return-focused goals typical of Google search programs to instead look at customer engagement. Amazon holdouts should dive deeply into Stores, Enhanced Brand Content, and Posts to fully understand what level of brand-building is possible before continuing to rule Amazon out.
Those already on Amazon should take a fresh look at their advertising campaigns to see if there’s an opportunity with new-to-brand metrics to invest more heavily in areas that may be less efficient but capture a high percentage of new customers. It’s 2020, and, while we can’t all agree whether it’s a new decade, there’s one thing we can all get behind: As advertisers, it’s worth the time investment to consider how we can continue to evolve our digital programs along with our biggest platforms.
Surely, the first few weeks of January 2020 has been incredible. Social Media is doing their bits on the community. SEO and marketing skills is getting harder and harder as more and more competition is on the table.
Brands had been investing their advertising budgets with Youtube and TikTok – both are ads-worthy venture. Major platforms like Google and Amazon would like a major role with e commerce.
As we speed up with the development on the internet, we will be seeing AI (Artificial Intelligence) will also emerge in the scene.
We are getting more and more advance with technology, but are we improving our customer service? Till next week …