Author Archive

Instagram Stories Hits 250M Mark, Now Boasts Live Video Replay

Written by: admin Date of published: . Posted in test

Instagram is beating Snapchat at its own game.

The Facebook-owned company now has 250 million daily active users of its Stories feature — an increase of 50 million since April.

tumblr_inline_orth56wA3G1qm4rc3_540Snapchat parent company Snap announced in May its Stories feature had 166 million daily active users.

Instagram Stories, which is similar to Snapchat’s Stories feature, is meant to capture your daily photos and videos in a slideshow format. The images are not published to your profile; instead, they disappear after 24 hours has elapsed.

Instagram celebrated the news of its growing user base by introducing a new feature: the ability to save your public live broadcasts to Stories.

“We’re introducing the option to share a replay of your live video to Instagram Stories. Now, more of your friends and followers can catch up on what they missed,” reads an Instagram blog post.

“When your broadcast has ended, you’ll be able to tap ‘Share’ at the bottom of the screen to add your replay to Instagram Stories for 24 hours. You can also tap the toggle and choose ‘Discard,’ and your live video will disappear from the app as usual.”

After sharing a replay, your followers will see a play button under your profile photo in the stories bar. Tapping the button allows your followers to watch your video and and see comments and likes from the original post. There is an option to tap the right or left side of the screen to go forward or back 15 seconds, or tap ‘Send Message’ to reply. If you share more than one replay, arrows will appear at the top, enabling followers to jump between videos.

The update is available to both iOS and Android users.


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Jennifer Cowan is the Managing Editor for SiteProNews.

The post Instagram Stories Hits 250M Mark, Now Boasts Live Video Replay appeared first on SiteProNews.

4 Steps to Outrank Your Competitors on Google

Written by: admin Date of published: . Posted in test

“What continues to plague search marketers is the adherence to old-think issues: ‘Content is too hard to create.’ ‘Links are too hard to build organically.’ This type of focus blinds you . . .”

Duane Forrester, VP of industry insights at Yext

The purpose of marketing is not merely to display the value of your brand and its offerings; it also serves to set your company apart from all competitors within the industry.

There are a variety of tactics, strategies and ploys to achieving this goal; one of the most prosperous, however, is to outrank them on Google.

Any marketer can tell you that obtaining meaningful rankings on Google is essentially the new age version of striking gold; ridiculously hard to do, but oh so worth it when it does.

While snagging that No. 1 slot on Google might feel like a fool’s errand at times, it is completely possible.

If you are tired of playing second fiddle to your rivals in the SERPs, then get ready to buckle down and apply these methods so you can outrank your competitors.

1. Fill the Content Void with Epic Materials

You might be wondering, “What content void? Content is everywhere!”

While that certainly is true, there are a myriad of articles, blogs, and other consumables that are merely carbon copies of pieces that came before them.

What this means is that you need to find the aspects that are neglected and create insanely valuable and wholly comprehensive content the fills in the content gap.

Since pretty much all SEO experts agree that great content creation is a must, this task can be extremely fruitful when executed correctly.

The first step in this process is to identify the keywords you want to rank for. I recommend targeting long-tailed phrases as these have been gaining authority for some time now.

Next, take those phrases and plug them into BuzzSumo. The tool will then return a list of the top ranked content around the selected terms; dig through these and establish nuances or topics that people are failing to cover.

This is the content you need to be creating.

Before you start writing materials, however, be sure that your content targets the user’s intent. Why are users visiting this page? What are they looking to gain? This should be the heart of your content.

If you honestly cannot find content gaps to fill, dig through various articles that are ranking for your desired keywords to determine how you can create a better piece. There is always room for improvement.

This not only means going deeper into the topic to provide a more holistic view, but it also means making it look better. You can do this with relevant images or gifs or a table of contents that allows visitors to easily navigate the piece.

And, of course, don’t neglect the SEO optimization process for content.

2. Earn Backlinks like a Boss

Earning backlinks can be a tedious and frustrating process, but it is a necessity.

That said, the first step to earning links that will help you leapfrog competitors is to find out where their links are coming from. To do this, you can use various SEO tools like Majestic or Ahrefs.

Use tools like these to make a list of articles that linked to your competition’s webpages. With that list in hand, begin conducting email outreach. You can write your own emails for this, or you can use this handy outreach template from Neil Patel.

Keep in mind that if you are going to be reaching out to any major publications or websites, you should at least get on their radar first; do this by commenting on posts and sharing their materials.

3. Increase Your Site Speed

Speed is a key factor for ranking. If users have to wait too long for a site to load, they are sure to abandon it; this is something that Google doesn’t take lightly.

In fact, a single second delay could cause you to lose a significant amount of visitors; 53 percent of mobile users will jump ship after just three seconds.

Using tools like GTmetrix, you can identify any aspect of your site that is un-optimized and causing delays.

You can also do this using Google’s PageSpeed Insights.

4. Bolster Your Social Media Activity

Social media activity has no direct impact on your SEO efforts, but it is a powerful tool when it comes to driving traffic; that can have a profound impact on your rankings.

The first thing you need to do (if you haven’t already) to ensure this strategy is supporting your push is identify your target audience and on which network(s) they live.

Assuming you already know this information, the next thing to do is establish a posting schedule. The only way to increase your social visibility and traffic is by posting frequently and consistently. You can easily set up a posting schedule with tools like Buffer, AgoraPulse, and similar platforms.

It is also wise to promote your best content with Facebook Ads. These can be extremely effective due to their refined targeting abilities. It’s also not a bad idea to implement a PPC strategy on Google as both of these advertising methods can lead to higher rankings.

You can also increase your reach by making it easier for people to share your content. Do this by adding social sharing buttons to your website. If you choose to implement these, be sure that you don’t add buttons for every social network as that can be annoying to users. Also, verify that the buttons are responsive; if they cover part of the content on mobile, users will find another source.

Another way to increase your shares is by using plugins that engender tweeting of phrases within your materials. Tools like Click to Tweet from CoSchedule are easy to use and can provide you with a nice bump in traffic.

There’s no two ways about it: SEO is a lot of hard work and requires a significant commitment. But so did starting your business; and that’s what you’re fighting for. Beating your competitors in the SERPs isn’t just about pulling in more traffic; it’s about the survival of your business.

Begin implementing these steps today, stay diligent and, in time, you will begin crawling your way to being top dog in your niche.

What other methods can you use to outrank your competitors? Which of these steps do you think is most urgent for your business to implement?


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Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+.

The post 4 Steps to Outrank Your Competitors on Google appeared first on SiteProNews.

4 Steps to Outrank Your Competitors on Google

Written by: admin Date of published: . Posted in test

“What continues to plague search marketers is the adherence to old-think issues: ‘Content is too hard to create.’ ‘Links are too hard to build organically.’ This type of focus blinds you . . .”

Duane Forrester, VP of industry insights at Yext

The purpose of marketing is not merely to display the value of your brand and its offerings; it also serves to set your company apart from all competitors within the industry.

There are a variety of tactics, strategies and ploys to achieving this goal; one of the most prosperous, however, is to outrank them on Google.

Any marketer can tell you that obtaining meaningful rankings on Google is essentially the new age version of striking gold; ridiculously hard to do, but oh so worth it when it does.

While snagging that No. 1 slot on Google might feel like a fool’s errand at times, it is completely possible.

If you are tired of playing second fiddle to your rivals in the SERPs, then get ready to buckle down and apply these methods so you can outrank your competitors.

1. Fill the Content Void with Epic Materials

You might be wondering, “What content void? Content is everywhere!”

While that certainly is true, there are a myriad of articles, blogs, and other consumables that are merely carbon copies of pieces that came before them.

What this means is that you need to find the aspects that are neglected and create insanely valuable and wholly comprehensive content the fills in the content gap.

Since pretty much all SEO experts agree that great content creation is a must, this task can be extremely fruitful when executed correctly.

The first step in this process is to identify the keywords you want to rank for. I recommend targeting long-tailed phrases as these have been gaining authority for some time now.

Next, take those phrases and plug them into BuzzSumo. The tool will then return a list of the top ranked content around the selected terms; dig through these and establish nuances or topics that people are failing to cover.

This is the content you need to be creating.

Before you start writing materials, however, be sure that your content targets the user’s intent. Why are users visiting this page? What are they looking to gain? This should be the heart of your content.

If you honestly cannot find content gaps to fill, dig through various articles that are ranking for your desired keywords to determine how you can create a better piece. There is always room for improvement.

This not only means going deeper into the topic to provide a more holistic view, but it also means making it look better. You can do this with relevant images or gifs or a table of contents that allows visitors to easily navigate the piece.

And, of course, don’t neglect the SEO optimization process for content.

2. Earn Backlinks like a Boss

Earning backlinks can be a tedious and frustrating process, but it is a necessity.

That said, the first step to earning links that will help you leapfrog competitors is to find out where their links are coming from. To do this, you can use various SEO tools like Majestic or Ahrefs.

Use tools like these to make a list of articles that linked to your competition’s webpages. With that list in hand, begin conducting email outreach. You can write your own emails for this, or you can use this handy outreach template from Neil Patel.

Keep in mind that if you are going to be reaching out to any major publications or websites, you should at least get on their radar first; do this by commenting on posts and sharing their materials.

3. Increase Your Site Speed

Speed is a key factor for ranking. If users have to wait too long for a site to load, they are sure to abandon it; this is something that Google doesn’t take lightly.

In fact, a single second delay could cause you to lose a significant amount of visitors; 53 percent of mobile users will jump ship after just three seconds.

Using tools like GTmetrix, you can identify any aspect of your site that is un-optimized and causing delays.

You can also do this using Google’s PageSpeed Insights.

4. Bolster Your Social Media Activity

Social media activity has no direct impact on your SEO efforts, but it is a powerful tool when it comes to driving traffic; that can have a profound impact on your rankings.

The first thing you need to do (if you haven’t already) to ensure this strategy is supporting your push is identify your target audience and on which network(s) they live.

Assuming you already know this information, the next thing to do is establish a posting schedule. The only way to increase your social visibility and traffic is by posting frequently and consistently. You can easily set up a posting schedule with tools like Buffer, AgoraPulse, and similar platforms.

It is also wise to promote your best content with Facebook Ads. These can be extremely effective due to their refined targeting abilities. It’s also not a bad idea to implement a PPC strategy on Google as both of these advertising methods can lead to higher rankings.

You can also increase your reach by making it easier for people to share your content. Do this by adding social sharing buttons to your website. If you choose to implement these, be sure that you don’t add buttons for every social network as that can be annoying to users. Also, verify that the buttons are responsive; if they cover part of the content on mobile, users will find another source.

Another way to increase your shares is by using plugins that engender tweeting of phrases within your materials. Tools like Click to Tweet from CoSchedule are easy to use and can provide you with a nice bump in traffic.

There’s no two ways about it: SEO is a lot of hard work and requires a significant commitment. But so did starting your business; and that’s what you’re fighting for. Beating your competitors in the SERPs isn’t just about pulling in more traffic; it’s about the survival of your business.

Begin implementing these steps today, stay diligent and, in time, you will begin crawling your way to being top dog in your niche.

What other methods can you use to outrank your competitors? Which of these steps do you think is most urgent for your business to implement?


avatar

Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+.

The post 4 Steps to Outrank Your Competitors on Google appeared first on SiteProNews.

Defining Who is Responsible for UX is Key to a Company’s Success

Written by: admin Date of published: . Posted in test

If you asked 10 people in an organization – “Who is responsible for user experience in your company?” – you’d probably get 10 different answers. And at least one of those answers might be, “I don’t know.”

In comparison, if you asked who was responsible for the design of a product, it would be easy to get a clear picture of who owned what pieces. The same goes for development or product management. So why is UX different?

While it’s arguably the most vital part of developing a product, companies often pass the buck when it comes to defining the internal champion for user experience. It might be that no one feels qualified. In other cases, there might be a UX team, rolled into a larger marketing or product department, where it sinks to the bottom of a very long list of concerns. Or sometimes, UX becomes muddled with UI, and the roles responsible for each aren’t clearly distinguished.

Even small investments in UX can have big impacts so, in an ideal world, companies would see its value enough to give it a seat at the big kids’ table. Over the past several years, some larger operations have put Chief Experience Officers (CXO) in charge of leveraging best practices in design and UX to gain market share. But since most don’t have the luxury or the mentality (yet) to dedicate specific leadership positions to UX, what happens in the meantime?

In the meantime, we improvise. There are people all over the organization doing it already, and each brings a unique perspective. Here are some common roles that may be driving user experience forward, for better or for worse, as well as how the people in those roles can use their unique skills to make it become a larger part of the conversation – no matter where they sit.

The CEO

Why a CEO may own user experience:

In a start-up or small company, the CEO may own UX. The business was his or her idea, so he/she cares deeply about making sure the product works well and that the customers are happy. The CEO is also the one person who can ingrain a UX-focused philosophy into a corporate culture.

The challenges: 

The CEO has a million things to do and oversee. Operations, sales, personnel—it’s all on his or her plate. He or she may not always have the time to ensure products are well tested or users are consulted. And pressure for lightning-speed product launches often supersedes thoughtful UX.

How a CEO can improve the UX in his/her organization:

By creating a culture that values UX at every level, user experience becomes embedded it into all core processes of a company. By making UX a priority for leadership, and hiring the right people, it’s easier for the CEO to hand off smaller tasks and just focus on the big UX.

The Product Manager

Why a product manager may own user experience:

If you understand the product, and you understand the audience, it’s likely you have a grasp on how the UX should feel. In many companies, this is why UX falls under a product team. A good product manager should be the last line of defense against shipping a subpar product.

The challenges: 

The UX owner needs to be sympathetic to the needs of the audience, and that can be difficult when he/she is also responsible for looking after the needs of the business. It’s one of many things the product manager has to consider, including the product being priced correctly for the market, being accessible to the audience, being supported operationally and finally, is performing as promised.

How a product manager can improve the UX in his/her organization:

A product manager may not have the bandwidth to give UX his/her full attention. However, he/she should be able to empower the team to both understand the buyer and the problem to solve. The manager can define the metrics and usability requirements, but allow the UX designer to step in and create the wireframes, user flows, and other key deliverables needed to get to the correct answer. For a product manager, it’s about setting up the proper foundation so the entire team is able to discover a UX solution.

The Engineer

Why an engineer or developer may own user experience:

In tech companies, UX may fall on the engineering team to own. And if the product is technical, leadership may believe that the people building it are best-suited to make the user happy.

The challenges: 

When an engineer is driving the UX, the focus can become very specific and feature-based. It’s all about the what, not the why. A common pitfall is spending too much time and attention on the details of the product, and the big picture is overlooked. As the proverb goes, “They can’t see the forest but for the trees.”

How an engineer can improve the UX in his organization:

If UX belongs to the development team, it’s important to elect a single person to look at the big UX, making sure all the features fit together for a successful user experience. Some companies have found a UX engineer for this role—a designer and developer wrapped up in one amazing package—who won’t get entangled with behind-the-scenes technical thinking.

The Whole Team

Why a team may own user experience:

Smaller companies and start-ups often try a consensus-driven approach to UX. A small organization may want to consider all opinions before making a decision.

The challenges: 

When everyone is giving input, ownership of UX becomes muddy and unclear. When a product launch goes well, the entire team is happy to accept the awards. But when it goes poorly, no one is willing to take the blame.

How a whole team can improve the UX in their organization:

Getting input from everyone is great. It could even be considered a basic form of user testing. But without basing decisions on data and experience, and having a clear identity of who is responsible for the UX, it’s an equation for disaster. Designating a single person, whether it be the CEO or a product manager, to make the final UX decisions is key, and then get the team involved to give their thoughts as needed.

The Marketing/Brand Manager

Why a marketing/brand manager may own UX:

A marketing or brand manager understands the message and voice of the company better than anyone else. In theory, UX may sound like a simple extension of these roles.

The challenges:

A marketing manager is often concerned with selling the brand in a traditional sense—getting the proper reach and frequency; getting the name “heard.” A marketer’s role is focused on how many eyeballs are seeing the product, not necessarily if all those eyeballs are happy. A brand manager focuses on the identity of a company, and has a goal for the brand to look and feel a certain way. Thinking about how the user interacts with the brand is a more challenging piece to comprehend.

How a marketing/brand manager can improve the UX in her organization:

A marketing or brand manager has a benefit in that they understand a change in UX will impact the overall identity of a brand. Their opportunity is digging into the data to determine what UX improvements can make the biggest impact. If they can show the actual monetary impact, through selling more units, or having a more positive brand perception that causes more people to use a product, it will be easier to sell a UX philosophy company-wide.

The UX/UI Designer

Why a UI designer may own user experience:

In some companies, the roles of UI and UX get combined, often to the detriment of the user experience. If an organization is confusing user interface design for UX design, UX wounds up being owned by a creative individual or team.

The challenges: 

When pure visual designers drive UX, it becomes the same thing as UI. But, UX does not equal UI. For a more traditional designer, the challenge will be making decisions based on the needs of the user, without decorating or creating unique conventions in order to be innovative.

How a UI designer can improve the UX in his/her organization:

A true UX designer looks at the data and analytics, user flows and customer journeys, and is constantly testing iterations when working on a project. How it looks is important, but it’s secondary to how it feels. While the rare designer can do both UX and UI well, someone doing both roles should clearly define the role and what parts belong to UX or UI. Additionally, a UI designer should make it a mission to become a UX design expert. Reading, research and testing, and following experts in the industry is a good place to start.

In many organizations, the reality is there isn’t a CXO around to own UX. While some positions are better suited to manage UX than others, each role should be thinking about how to enhance the user experience in their organization. Defining who owns the UX, no matter what team they fall under, is a good place to start.


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Shannon Flowerday is a senior UX/digital designer at a Denver-based digital marketing company, Elevated Third. With experience that spans the digital and print industries, creating something from nothing and turning it into a living, breathing, fully-functional visual object is what motivates Shannon.

The post Defining Who is Responsible for UX is Key to a Company’s Success appeared first on SiteProNews.

How a Tiny Company Can Still Attract a Solid Audience Through Content

Written by: admin Date of published: . Posted in test

It’s the great equalizer. Content, that is. It’s what allows a tiny company to stretch its muscles and gain market share. Of course, this only happens if the content strategies are carefully planned and executed. And a tiny company with a tiny budget and no content marketer faces some challenges. But, it is doable. Here are three strategies to begin with.

Begin with a Killer Website

Nothing happens until that website is built. There are some amazing DIY options for themes. It will be important to pick a theme, colors, etc. that “fit” your company and its product/service.

Content on your site should point to the value you bring to your target market. It should also tell your story in a very personal way so that visitors come to know you as a person, not just a company.

Using as many visuals as possible on your site will also attract attention. You can feature products and services, of course, but also feature yourself, your small team, your pet(s), along with any community outreach/charitable work you may do.

Don’t discount videos – especially the explainer and “how to” types if they are appropriate for your company. These are draws and, if done well, will lengthen the time a visitor remains on your site.

Dollar Shave Club began as a tiny company. For $2,500, it created an explainer video that focused on its value to customers, and it did so in a hilarious fashion. The video went viral, and the company was “on the map.”

A Business Blog is a Must

Blogging increases your business visibility and the chances that your brand will be spread. With every piece of content you write and post on your blog, you can do the following:

• Drive people to that content from your social media channels;

• Support comments and feedback and engage in conversations with readers/viewers;

• Encourage and ask for sharing;

• Take advantage of the opportunity to promote gated content or a subscription, thus getting email addresses;

• Improve chances for a better ranking with the right keywords and high-value content.

When setting up your blog, here are some things to think about:

Before you write word one, make certain that you have a fully developed customer persona. Only then can you create content that your target audience sees as valuable – content that solves problems for them. This is not to say that all content has to be serious. Change it up by writing a humorous post or one that features a customer or a team member.

Make sure that you have visuals in your content. Anytime words can be replaced by visuals, do it.

Use a strong keyword or two in each post, and put that main keyword in the title and meta-description too.

Be regular with your posting – readers will leave if they come and only find what they read last week.

Remember a blog is for the purpose of educating or entertaining and developing relationships with potential customers. Don’t use your blog to sell.

Spend lots of time on developing headlines and titles for your content. These are as important as the content itself and must grab readers’ attention immediately. There are lots of headline generator tools – use them for ideas.

Format and reading level are important. Break up all of your text into bite-sized pieces with subheadings and bullets; never write anything beyond a 7th-grade reading level. Be casual and conversational.

If you struggle with topics, check out your competitors’ blogs – both big and small. Find out what is popular, read their posts and improve on them. Another option is to check out the best writing websites page for copywriting services. Many online writing services have departments of creatives, and the cost is certainly a lot less than hiring a full-time content writer.

Be Selective with Social Media

The “big boys” are all over social media because they can afford to be. They have staffs of content marketers to maintain their platforms with great content on a daily basis. A tiny company, however, has to be selective, not because there is any cost, but because there is a big-time commitment. Here is the strategy for social media:

Do the research and find out where your target audience demographic hangs out. And it’s not just a question of where it is also a question of when.

Choose the two most popular social media platforms (Facebook will probably be one, no matter the demographic) and set yourself up there.

You will want to begin posting on a regular basis. Be aware that this can eat up time. You have to come up with creative ideas, headlines, and links back to your website; you have to fashion your posts based on the platform. You may want a theme, which is usual on channels like Instagram; you may want to focus on visuals and videos, with short amounts of text.

Again, don’t sell. Certainly, you can advertise discounts or specials, but remember that social media is meant to be “social.” Post a joke or inspirational quote of the day – people will return for these and share them.

Consider incorporating humor – memes, for example. Publish surveys and quizzes so that visitors can interact with your content and share it with their tribes.

Social media is a great place to establish relationships and grow a following. Use a social mention tool so that you are alerted anytime your brand is mentioned. You will want to engage and respond.

When Nathan Chan launched Foundry Magazine, he was a tiny business. He decided to focus on Instagram and a single theme – inspirational quotes with amazing high-quality photos – fashioned especially for new, young entrepreneurs. He posted all day long at first. He also used other Instagram features to drive followers to his site, to provide subscription deals to his online magazine. He provided incentives for readers to share his posts, and much more. The end result was that he went from 0 to 10,000 followers in just a few months.

Time and Commitment

There is no doubt that a content marketing strategy is a major undertaking. Tiny companies are trying to focus on their businesses and their bottom lines. The thing to understand, however, is that content is one of the most important marketing tools that a tiny business has and, even better, it is low in cost. Bottom lines can be seriously impacted by a good content strategy.


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Nelma Lumme is freelance blogger from Chicago, IL. Her hobbies are cinema, jogging and blogging about business, writing, self-improvement, and psychology.

The post How a Tiny Company Can Still Attract a Solid Audience Through Content appeared first on SiteProNews.

Meeker’s Report on the state of advertising and ad trends to watch out for

Written by: admin Date of published: . Posted in test

Mary Meeker’s Internet Trends Report 2017, one of the most-anticipated annual events in the world of digital, was released a few weeks ago. 

The 355-slide report covers the major shifts we are currently seeing in the internet and the digital economy, and is considered something of a barometer for the state of digital across the globe, as well as a forecast for what is likely to come.

Some notable sections have focused on the rise of interactive gaming in all its forms and what that means for digital, the evolution of customer support in social media, and the state of the internet in China and India.

Meeker also focused a 69-page section on developments in online advertising and commerce, examining the pervading trends and what they mean for the industry. Here are some key highlights.

The rise of mobile advertising

The growth of online advertising is increasingly made up of growth in mobile advertising. An increase of 22% year-on-year indicates that the future of advertising is mobile.

This is a good reminder for marketers and advertisers of the need for mobile-friendly content, be that articles or ads, as the rise of the mobile audience along with the increasing spend on mobile advertising brings new opportunities for success.

Moreover, it also highlights the importance of creating mobile-friendly pages, taking into account all the factors that may affect a site’s speed or performance.

Google and Facebook dominate advertising growth

A closer look at the changes of advertising year-on-year shows a monopoly in advertising growth between Google and Facebook. Google saw a year-on-year increase of 20% from 2015 to 2016, while Facebook saw even greater success, with a year-on-year increase of 62%.

These two combined are responsible for 85% of advertising growth–and this percentage is expected to increase even more in future years.

These are useful figures for marketers exploring the best platforms in which to invest their advertising budget, and a good reminder of how Google and Facebook ads can lead to successful results.

Facebook has invested heavily over the past year in improving its advertising platform to make it more appealing, and its numerous advertising options have won many marketers over. Moreover, its focus on the growing trend of visual content (images and videos), along customized advertising options, has offered new creative avenues for advertising.

As for Google, its focus on mobile growth and understanding of how advertising should evolve has brought new options for marketers seeking the best ways to promote their products through the most relevant search results.

The challenge of measuring ROI

The measurement of social ROI seems to remain a big challenge for marketers. Despite the evolution of social marketing and advertising, it remains a major challenge for marketers to effectively measure the success of their efforts.

When surveyed about the metrics they focus on when defining social ROI, 56% of advertisers picked engagement as their main measurement, while 21% chose conversion and revenue and 15% picked amplification and brand awareness. (Source: SimplyMeasured State of Social Marketing Annual Report)

The diverse goals marketers have for their social media rely on different metrics, which is why it’s still challenging to decide on the best ROI. Although engagement still remains marketers’ means of tracking success, conversion or brand awareness cannot be overlooked.

New ways to target and measure ads

The rise of online advertising and its constant evolution can be attributed to the creative and effective ways that all online platforms help advertisers reach their goals.

There has been an interesting improvement in targeting and measurement across all of the popular platforms in the last year, which may serve as proof that the advertising competition among platforms can lead to more options for marketers.

  • Product listing ads (Google): Google’s idea to highlight product listing ads was successful, with a stable increase in clicks over the past few years. This has allowed the company to capitalize on its new concept, while ecommerce companies have found an enhanced source of revenue through targeted listing.
  • Targeted pins (Pinterest): Pinterest decided to become serious about advertising and it officially became on of the favourite platforms for ecommerce companies to promote their products. Pinterest was well known for being a popular platform for product discovery, as users tended to pin the products they liked. This changed the last year, as it has also become a platform of purchases, doubling the number of people who base their purchasing decisions on the pins they come across.
  • Goal-based bidding ads (Snapchat): Snapchat created a new type of ad, with its unique mobile platform focusing on engagement. Goal-based bidding ads were aiming to make users spend more time on the creative ads, grabbing their attention in the most engaging ways. For example, users may swipe through the ad to play a game, which makes a clever way to appeal to them without relying on traditional advertising methods.

Right ad at the right place at the right time

One of the most successful ways for Google and other platforms to increase their revenue was the focus on the users and their input on each platform.

Google now counts a $679B market capitalisation with its focus on user-typed input, words that help ads become more targeted.

Snapchat already counts a $25B market capitalization in just two years and this can be attributed to its focus on user-uploaded input, the images that make ads more relevant for their audience.

The analysis of data and the idea of having users be the central focus of the platform to create more targeted ads is expected to grow advertising options even further. From a user’s point of view, this increases the chances to make the ads more relevant and less annoying, which is still important in an online world full of irrelevant noise.

The future of voice search

Voice search was a major feature of last year’s Internet Trends Report, and the 2017 Report builds on this. Since 2016, voice has increasingly entered into the consciousness of search experts and marketers, but we’ve only just begun to scratch the surface of what it can do.

The rise of mobile has made voice searches more popular in turn, and it’s interesting to note that 20% of mobile queries are made via voice. This indicates that voice search is becoming increasingly a part of our everyday habits.

Moreover, it has been observed that almost 70% of requests in Google Assistant are carried out in natural language, which serves as a good reminder on the way that voice can replace typing on several occasions.

Moreover, voice recognition has shown great signs of improvement in recent years, with Google’s machine learning reaching an accuracy rate of 95%.

There is a big challenge ahead for voice search providers to equal the accuracy of text-based searches, in order to convince people to trust voice functions even more.

Smart home hubs with in-built voice assistants have also seen great growth in the last year. A closer look at Amazon Echo’s installed base over the last two years indicates that consumers are exploring how voice can become an integral part of their daily lives.

It is expected that the applications of voice will expand even more in years to come, with communication, shopping and entertainment being key areas of growth.

Overview

As advertising giants search for new ways to maintain their growth, marketers should keep seeking the best methods to reach their target audience.

The variety of ad platforms nowadays brings an opportunity for more creative advertising and it’s important to consider how the use of data, the domination of mobile and new types of advertising can lead to the most effective results.

Measuring ROI on these new forms of advertising is still a challenge, but the fact that most of the industry is aware of this issue brings us closer to a time where this problem will be solved.

Meeker’s Report on the state of advertising and ad trends to watch out for

Written by: admin Date of published: . Posted in test

Mary Meeker’s Internet Trends Report 2017, one of the most-anticipated annual events in the world of digital, was released a few weeks ago. 

The 355-slide report covers the major shifts we are currently seeing in the internet and the digital economy, and is considered something of a barometer for the state of digital across the globe, as well as a forecast for what is likely to come.

Some notable sections have focused on the rise of interactive gaming in all its forms and what that means for digital, the evolution of customer support in social media, and the state of the internet in China and India.

Meeker also focused a 69-page section on developments in online advertising and commerce, examining the pervading trends and what they mean for the industry. Here are some key highlights.

The rise of mobile advertising

The growth of online advertising is increasingly made up of growth in mobile advertising. An increase of 22% year-on-year indicates that the future of advertising is mobile.

This is a good reminder for marketers and advertisers of the need for mobile-friendly content, be that articles or ads, as the rise of the mobile audience along with the increasing spend on mobile advertising brings new opportunities for success.

Moreover, it also highlights the importance of creating mobile-friendly pages, taking into account all the factors that may affect a site’s speed or performance.

Google and Facebook dominate advertising growth

A closer look at the changes of advertising year-on-year shows a monopoly in advertising growth between Google and Facebook. Google saw a year-on-year increase of 20% from 2015 to 2016, while Facebook saw even greater success, with a year-on-year increase of 62%.

These two combined are responsible for 85% of advertising growth–and this percentage is expected to increase even more in future years.

These are useful figures for marketers exploring the best platforms in which to invest their advertising budget, and a good reminder of how Google and Facebook ads can lead to successful results.

Facebook has invested heavily over the past year in improving its advertising platform to make it more appealing, and its numerous advertising options have won many marketers over. Moreover, its focus on the growing trend of visual content (images and videos), along customized advertising options, has offered new creative avenues for advertising.

As for Google, its focus on mobile growth and understanding of how advertising should evolve has brought new options for marketers seeking the best ways to promote their products through the most relevant search results.

The challenge of measuring ROI

The measurement of social ROI seems to remain a big challenge for marketers. Despite the evolution of social marketing and advertising, it remains a major challenge for marketers to effectively measure the success of their efforts.

When surveyed about the metrics they focus on when defining social ROI, 56% of advertisers picked engagement as their main measurement, while 21% chose conversion and revenue and 15% picked amplification and brand awareness. (Source: SimplyMeasured State of Social Marketing Annual Report)

The diverse goals marketers have for their social media rely on different metrics, which is why it’s still challenging to decide on the best ROI. Although engagement still remains marketers’ means of tracking success, conversion or brand awareness cannot be overlooked.

New ways to target and measure ads

The rise of online advertising and its constant evolution can be attributed to the creative and effective ways that all online platforms help advertisers reach their goals.

There has been an interesting improvement in targeting and measurement across all of the popular platforms in the last year, which may serve as proof that the advertising competition among platforms can lead to more options for marketers.

  • Product listing ads (Google): Google’s idea to highlight product listing ads was successful, with a stable increase in clicks over the past few years. This has allowed the company to capitalize on its new concept, while ecommerce companies have found an enhanced source of revenue through targeted listing.
  • Targeted pins (Pinterest): Pinterest decided to become serious about advertising and it officially became on of the favourite platforms for ecommerce companies to promote their products. Pinterest was well known for being a popular platform for product discovery, as users tended to pin the products they liked. This changed the last year, as it has also become a platform of purchases, doubling the number of people who base their purchasing decisions on the pins they come across.
  • Goal-based bidding ads (Snapchat): Snapchat created a new type of ad, with its unique mobile platform focusing on engagement. Goal-based bidding ads were aiming to make users spend more time on the creative ads, grabbing their attention in the most engaging ways. For example, users may swipe through the ad to play a game, which makes a clever way to appeal to them without relying on traditional advertising methods.

Right ad at the right place at the right time

One of the most successful ways for Google and other platforms to increase their revenue was the focus on the users and their input on each platform.

Google now counts a $679B market capitalisation with its focus on user-typed input, words that help ads become more targeted.

Snapchat already counts a $25B market capitalization in just two years and this can be attributed to its focus on user-uploaded input, the images that make ads more relevant for their audience.

The analysis of data and the idea of having users be the central focus of the platform to create more targeted ads is expected to grow advertising options even further. From a user’s point of view, this increases the chances to make the ads more relevant and less annoying, which is still important in an online world full of irrelevant noise.

The future of voice search

Voice search was a major feature of last year’s Internet Trends Report, and the 2017 Report builds on this. Since 2016, voice has increasingly entered into the consciousness of search experts and marketers, but we’ve only just begun to scratch the surface of what it can do.

The rise of mobile has made voice searches more popular in turn, and it’s interesting to note that 20% of mobile queries are made via voice. This indicates that voice search is becoming increasingly a part of our everyday habits.

Moreover, it has been observed that almost 70% of requests in Google Assistant are carried out in natural language, which serves as a good reminder on the way that voice can replace typing on several occasions.

Moreover, voice recognition has shown great signs of improvement in recent years, with Google’s machine learning reaching an accuracy rate of 95%.

There is a big challenge ahead for voice search providers to equal the accuracy of text-based searches, in order to convince people to trust voice functions even more.

Smart home hubs with in-built voice assistants have also seen great growth in the last year. A closer look at Amazon Echo’s installed base over the last two years indicates that consumers are exploring how voice can become an integral part of their daily lives.

It is expected that the applications of voice will expand even more in years to come, with communication, shopping and entertainment being key areas of growth.

Overview

As advertising giants search for new ways to maintain their growth, marketers should keep seeking the best methods to reach their target audience.

The variety of ad platforms nowadays brings an opportunity for more creative advertising and it’s important to consider how the use of data, the domination of mobile and new types of advertising can lead to the most effective results.

Measuring ROI on these new forms of advertising is still a challenge, but the fact that most of the industry is aware of this issue brings us closer to a time where this problem will be solved.