Digitally Crafted – a round-up of the week in digital marketing

In this week’s round up of the most important topics in digital marketing, we reveal Facebook’s giant takeover bid for Instagram, a revamp to Microsoft’s AdCenter and the valuable marketing lessons learnt from the 2012 Olympic Games.

Design and development

Getty Images bought by private equity firm Carlyle Group for £2.1bn
The world’s leading picture agency, Getty Images has been bought by private equity firm, Carlyle Group for a whopping £2.1bn. Founded in 1995, Getty Images has revolutionised the image industry, moving into online photography in a bid to erase doubts about the value of stock pictures. It has acquired several of its rivals in recent years, including UK picture firm Scoopt and online library, iStockPhoto. Read more

Paid search marketing

Microsoft revamps AdCenter for agency relationships
Microsoft has revamped its AdCenter for paid search users to enable advertisers to change or add agencies without losing their entire account history. In a move to enhance agency relations, the ability to link to existing client accounts will give agencies new to an account greater insight into its history, rather than starting from scratch. Read more

Social media

Twitter analytics company Followerwonk acquired by SEOmoz
Leading SEO community and tools provider, SEOmoz has announced a new addition to its product range, following the acquisition of Portland-based Twitter analytics brand Followerwonk. Followerwonk enables users to search for, compare analyse, track and sort followers to streamline Twitter usage. It is thought Followerwonk will continue to be rolled out as its own product under the SEOmoz umbrella. Read more

Facebook’s $1bn Instagram deal cleared by OFT
Facebook’s eye-watering $1bn acquisition of photo-sharing service Instagram has finally been given the green light by UK regulator, the Office of Fair Trading (OFT). The body launched a probe into the pending purchase in June to discover whether the merger of the two parties would prevent photos being uploaded to rival social media platforms such as Twitter. Read more

Facebook testing promoted news feed posts for non-fans
Leading brands may soon be able to advertise their products and services via news feeds of Facebook users who are NOT fans of their pages. The social network revealed earlier this week that it will begin to allow the testing of promoted posts that can reach users who haven’t “liked” a company’s Facebook page. An infringement of privacy? You decide. Read more

mCommerce

20% of mobile owners say mobile ads have influenced a purchase
A fifth of respondents in a survey by inMobi stated that they had been influenced to make an in-store purchase as a result of mobile advertising. More than two-thirds (63%) of UK mobile users have used mCommerce in some form according to the study, while 45% expect to do so within the next 12 months. Retailers are being encouraged to keep up with the trend to bind together a multi-channel shopping experience. Read more

Study: Mobile and video are key drivers of apparel purchases
A new study conducted by Google found a surprising and growing influence of mobile and video for apparel purchases. More than a fifth of apparel consumers used their tablets or smartphones on a daily basis for shopping, while 4 in 10 respondents had visited a store or retailer website as a result of viewing apparel video advertisements. Read more

Organic search marketing

July Search Share: Google at all-time high, Bing continues slow gains
The July search market share figures were formally released this week, with Google remaining at an all-time high position, despite not moving up on last month. Bing’s market share continues to grow slightly, while Yahoo’s market share growth also flatlined last month at 13 per cent. Interestingly, the combined Microsoft-Yahoo search alliance share stands at 28.7 per cent – 0.3 per cent down on the figure when the BingHoo alliance took effect. Read more

Google alters algorithm as Hollywood lobbyists win latest copyright battle
Google has made a significant change to its search algorithm this week, in a bid to devalue websites that persistently breach copyright laws. This move follows prolonged lobbying from Hollywood media and entertainment giants who have complained for years that the leading search engine does little to prevent access to material that breaches strict copyright laws on contact including music videos and television shows. Read more

Google no longer pushing Google+ results says search chief
Google search chief, Amit Singhal has revealed the search engine is no longer pushing Google+ results at the expense of other results, following criticism by Facebook and Twitter that it was unfairly promoting its own rival social network. In a recent interview with The Telegraph, Singhal admitted that all search results relating to Google+ have now “settled in a place which were better than when we (first) launched.” Read more 

Google: Further Penguin update “jolts” to come; Panda is smoother & monthly
Google has pre-warned spammers of its search engine that the anti-spam Penguin update is likely to receive a number of ‘jolts’ in the coming months in a bid to tighten its grip on black hat SEO. Meanwhile, updates to the Panda algorithm, designed to penalise low-quality web pages, will also be rolled out monthly. Google’s Matt Cutts has warned that sites will experience greater fluctuation due to Penguin ‘jolts’ as Google seeks to smooth out its newest algorithm. Read more

General marketing

Top 10 marketing lessons from the Olympic Games
For the marketing industry, London 2012 has been a wonderful opportunity to showcase the history and beauty of the capital. In the wake of a fortnight’s sporting competition, journalist Nicola Clark highlights the most useful marketing lessons from London’s historic Games – from emotion and eccentricity to brand engagement. Read more

Getting a head start in local search with Google+ for business

Google is forever tweaking its algorithms in order to try and provide users with what it deems to be the most relevant search results possible for each individual query. This has led to a huge increase in the number of search terms that result in localised pages taking precedence on the results pages.

While we may expect the search phrase ‘Ipswich restaurants’ to result in a list of local eateries, Google’s blended place search and subsequent updates has resulted in more generic terms such as ‘restaurants’ leading to results pages that look something like this:

Add to this the effects of Google personalised search, and it’s clear that Google has very much opened the door for local businesses to succeed online in organic search. Clearly there are still huge benefits to creating your own website, no matter how small your business.

Rather confusingly, Google has recently rolled out Google+ Local pages, despite Google Places pages (which are shown in the search results graphic above) still being in use. It’s hoped that the two will be integrated over time, but, for now, it means that businesses new to marketing themselves online, would be best to create a Google+ business page - this will automatically create a local presence for your business, similar to that offered by Google Places.

Getting Started

So, now you have a bit of background information on Google’s local listings and why they may benefit your particular business. Now to get yourself signed up.

If you have your own personal Google+ account, then you can begin registering your business here.

Picking the right category

The first step is to pick a category for your business. While Google Places allowed you to pick from a huge variety of company categories and add up to five, Google+ has trimmed down this list to separate out local businesses from brands and organisations.

Once you have entered your company phone number, you will be given the option to either sync your new entry with an existing listing, or create a new one. When creating your new listing, be sure to double check for accuracy and think carefully about which category (Banking and Finance, Food etc.) best fits your business because there are now very few to choose from.

Optimising your Google+ page

While the success of your Google+ page may ultimately depend on how users rate your services using the new integrated Zagat review system, there’s still much you can do to ensure that your page is an attractive window into your business.

Eye-catching imagery

Photography is integral here and Google+ puts a strong emphasis on imagery, allowing business owners to choose between a panoramic cover image and scrapbook style photos to supplement the main profile photo that is situated in the top right-hand corner.

Wise words

An array of eye-catching snaps or illustrations can really help to portray your business in a good light, as can some carefully chosen words. Take extra care over your tagline, as this will display in the Google+ search results. While that should be a zingy hook that briefly outlines the purpose of your business, the introduction should be more considered, detailing the services you offer while including all the key phrases that relate to your business.

Getting in touch

Be sure to fill out your telephone contact and web address so that viewers of your page can easily get in touch with your business. There’s nothing worse than successfully attracting a potential customer to your page, only for them to be unable to find the information they needed.

Linking out

Your Google+ business page allows you to link to other pages or websites of interest. Use this opportunity to redirect visitors to your other businesses or please suppliers, affiliates and influential people in your industry by linking to their page or website.

Page management

Like so many other things, a Google+ business page can become more of a burden than a blessing if you simply create it and then forget about it. It’s important to remember that this is now a significant touch point for former, current and prospective customers and as such should be well maintained.

After initial feedback, Google has allowed business owners to set up to 50 administrators for their page, meaning you can give all your staff the opportunity to sign in and help manage you Google+ page.

Responding to reviewers

One of the main things to monitor on your Google+ page is customer feedback, be it positive or negative. Google offers some useful guidelines as to how to respond to reviewers online, but much of it’s really just common sense. The most important thing is that bad feedback isn’t ignored by business owners – it’s critical to respond quickly and positively to show the particular reviewer and the greater Google+ community that you’re a responsible and attentive business owner who values their customers.

Keeping the page maintained

Finally, it’s important to keep your Google+ page in line with your current brand message. If your branding changes or as a restaurant you adopt a new summer menu, make sure your Google+ page is constantly changing to reflect this. The more you become engaged in the Google+ community, the more you can ultimately get your name out there and get your business the online exposure it needs!

By Nick Woolnough

Digitally Crafted – a round-up of the week in digital marketing

Welcome to the first in our new series of weekly posts, as Crafted rounds up the most important topics in digital marketing over the last seven days.

In the fast paced world of online marketing, it can be difficult to stay ahead of the game. In each edition of Digitally Crafted, we’ll make it easier for you to keep your finger on the pulse with a summary of the top stories to hit the newswires each week.

Design & development

iPad still dominates web traffic but Barnes & Noble Nook on the move
Recent figures released by ad network Chitika showed the iPad’s continued domination of the tablet market, with a market share of 91.07%. However, there appears to be a shift in momentum with a few Android devices beginning to gain in popularity. The most notable is the Barnes & Noble Nook, which has seen sales outstrip the more publicised Kindle Fire. Read more

mCommerce

23% of UK smartphone owners access retail sites on their device
The number of mCommerce shoppers has nearly doubled in five of Europe’s biggest markets (France, Germany, Italy, Spain and the UK), with one-in-six smartphone users accessing online retail stores and apps on their devices. New statistics from comScore suggest that, although smartphone shoppers convert at a much lower rate than tablet or desktop users, the market is still very much growing. Read more

Organic search marketing

Google+ integration arrives for Blogger, with more new features on the way
Google has moved to streamline the process of sharing for writers who distribute blogs on their Blogger network by integrating Google+ sharing within the Blogger dashboard. Bloggers already using Google+ can share and notify followers when new content goes live. Read more

Google explains new link warnings, says don’t panic but don’t ignore
Google has distributed further information regarding the latest link warnings in an effort to calm the fears of SEOs worldwide. Google has reiterated its tough stance on unnatural links pointing to a site, whilst offering crumbs of comfort to those held at the mercy of directories or blog networks who charge to take links down or point blank refuse outright. Read more

Paid search marketing

Microsoft explains removal of age and gender targeting from AdCenter
Microsoft AdCenter has explained its recent removal of targeting capability of age and gender, citing the inherent problems of asking people to input information accurately. Instead, Microsoft suggests that advertisers increase bids on specific age and gender groups, rather than exclusively targeting and missing out on other relevant users. Read more

AdWords remarketing gets tag makeover, new features
The process of putting tags on websites for creating remarketing lists is undergoing a substantial change within Google AdWords. The changes will enable paid search marketers to use a single piece of code on every page based upon the URL, rather than putting a separate remarketing tag on every page they want to create a list for. Read more

Social media

Spammers and web marketers hate the new Digg
There has been a mixed response to the launch of the new Digg site, with long-time users of the site dismayed by the lack of user influence. In a move that will infuriate genuine web marketers and spammers alike, the placement of stories on the site is now influenced by their popularity on Twitter and Facebook, while the appointment of three editors to curate the Digg homepage has further disenfranchised its users. Read more

Pinterest adds new categories and is rolling out a redesigned repinning process
The rapidly-expanding social ‘pinboard’, Pinterest has recently added new categories to its site and is preparing to release a redesigned version of its repinning feature, according to reports. The three new categories, ‘Quotes’, ‘Tattoos’ and ‘Weddings’ are rather specific and suggest that there will be more niche categories added as the site’s popularity continues to grow. Read more

Twitter’s approach to Trust and Safety and private information
Twitter has taken to its blog to provide an explanation of its general Trust and Safety policies and procedures. The move came after users vented their anger against the social network, following the account suspension of Guy Adams, a foreign correspondent for the Independent. Adams was banned without warning after posting a series of critical tweets about NBC’s coverage of the 2012 Olympic Games. Read more

Bing adds friend-tagging to Social Sidebar
Bing has announced a minor tweak to the way in which its Social Sidebar functions, with the ability to now tag up to five Facebook friends to share relevant search results. Prior to this change, the Social Sidebar would automatically show suggested Facebook connections, but there were limitations because users could either notify or ask those suggestions or ask all of their Facebook friends at once. Read more

Facebook introducing ‘save for later’ feature
Facebook looks set to update its mobile platform, allowing users to save friends’ posts to read at a later date. According to reports, users will soon be able to view notifications letting them know they can ‘press and hold anywhere on a story to save it for later’. This handy update for busy professionals is set to be included in both the mobile website and iOS apps. Read more

Google+ launches Olympics hub
Google+ has rolled out its own Olympics hub across the social network with a host of interactive content designed to keep users up to date with the latest results and medals. The hub also includes an intuitive “cheer on” app which encourages users to ‘hang out’ online with friends and watch the Games together. Read more

Bitly is working on an “Internet attention ranking engine” called Realtime
The company that introduced the use of short links in social media, Bitly, is preparing to launch a brand new service under its “Bitly Labs” umbrella. The development, Realtime, is an internet attention ranking engine that gives users powerful tools to analyse the most popular topics the world is paying attention to at the present time. Read more

Buffer adds Analytics upgrade for Twitter, Facebook and LinkedIn shares
Popular social sharing app, Buffer has unveiled a brand new set of “Buffer analytics” designed to give users more information on their shares to contacts. Previously, Buffer users could see clicks and re-tweets from an article, however the new analytics will enable users to track clicks, re-tweets, mentions, reach and favourites in real time for instant tangible measurement. Read more

Report: Major brand adoption of Facebook and Google+ has dropped
In its latest Social Share Report, BrightEdge has found fewer “top brands” are choosing to interact using Facebook and Google+ than eight months ago. 90 of the world’s leading brands have Facebook pages and 75 have Google+ pages as of July 2012. Eight months ago, in its previous Social Share Report, 93 top brands were on Facebook and 77 were active on Google+. Read more

Marketing Week Live: a Crafted review

Last Thursday, I journeyed to London to attend Marketing Week Live, the UK’s premier marketing event hosted by Marketing Week magazine.

As Crafted’s recently appointed Marketing Manager, I was keen to go along to the show’s best practice workshops. The free half an hour seminars gave marketers yet another chance to expand their skills, offering inspiration to take back to the office. I’d planned my agenda before arriving at the show (I’d recommend this to anyone attending next year because there are just so many talks to choose from), and so arrived ready to make the most of my day.

Upon entering Olympia, as ever, the first thing that struck me was the size and scope of the exhibition. With eight individual shows under one roof, Marketing Week Live is certainly one of the largest industry trade shows. As a digital marketer, I stuck to exploring the Online Marketing Show on this occasion.

Content is king, but distribution is queen

First on the agenda was ‘Search in the post-Panda and Penguin World’, run by Neil McCarthy of I Spy Marketing. Neil argued that brands must see themselves as publishers, writing in plain, easily understandable, English, to their customers, who should be viewed as readers. He emphasised the importance of blogger outreach and an effective mobile search strategy, summarising with one of the best catchphrases of the day: ‘content may well be king, but distribution is queen.’

Relevancy, relevancy and more relevancy

Next I took a trip over to the Email Marketing Arena to listen to Andrew Bonar’s ‘Email Deliverability and Compliance – the news rules for 2012’, run by Emailvision. Again, content marketing emerged as a key theme, with Andrew emphasising that emails must be engaging to read, and, most importantly, relevant to the recipient. He advised marketers to continue testing what works best for them, making alterations to their emails and using an A/B test to get a feel for what their customers like to read.

Your content disgusts me

Then it was a short walk over to the Content Management and Marketing Arena for yet more lessons in creating engaging copy. The talk’s host, Joe Edwards of the IDM, illustrated his argument perfectly with his controversial workshop title ‘Your Content Disgusts Me’ (despite risking insulting his audience). Joe’s point was simple – it’s all well and good producing reams of content for your website, but it’s only ever quality content that will count. He encouraged his listeners to think about emotion in their copy, making their readers happy, angry, or, even, fearful. Why? Emotion drives sharing, and sharing drives deeper understanding of your brand or campaign.

Google + social = big things

After exploring some of the exhibitors’ stands, it was then on to the Search, Affiliate and Display Arena for my final talk of the day. Danny Hall of SEO Positive held a session on ‘Google Plus for your business’, running through his thoughts on why brands must embrace Google’s social network. Danny shared some examples of how brands have been successful at using the platform, predicting that if the network doesn’t yet have an impact upon search results, it’s highly likely that it will fairly soon.

All round it was a great day, and I left Olympia armed with ideas (and the obligatory bag full of freebies) to take back to the Crafted team.

Written by Vicki Cole