DIGITAL MARKETING NEWS JUNE 2020

Digital Marketing News June 2020
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Finding it hard to keep up with the Digital Marketing industry? I understand your frustrations! I was there! Here’s Digital Marketing News June 2020


SEO

  • Don’t create sitemaps manually for large websites : Get it from CMS directly
    • Because pages are added and deleted often and doing this manually doesn’t make sense
  • Google launches new podcast promising undocumented information :
    • Disclose the unsaid words
    • “Search Off the record”
  • Google Core Web vitals
  • Set of metrics measure the quality of user experience
  • Comes in Google search console
  • These three metrics needs to be measured:
    • Largest contentful Paint : point in page load timeline when the main content is loaded (2.5 seconds at best)
    • First Input Display: quantifies the Experience user feels when they interact with the page
      • Ideal is < 100 seconds
    • Cumulative layout shift: quantifies the unexpected layout shifts 
      • Ideal is : < 0.1
  • Page fixes:
    • Page size < 500 KB
    • Limit number of pages < 50
    • Consider using AMP
  • Meta description rewrite:
    • Google automatically rewrites meta description in these cases
      • If your metaD doesn’t make sense or just a collection of keywords.
    • Fact :Modifiers in search query ( UK) might cause Google to rewrite meta description and title tags! 
      • This happens if the modifiers doesn’t exist in the content
    • Basically Google us trying to make the meta description relatable to the query
  • Google is coming for Facebook budgets with discovery ads
    • These would be shown in discovery feeds
    • Would have to have very nice and appealing image
    • And should be very relevant
    • Google is very specific about the quality of the ads.
    • Have two formats :
      • Discovery carousel ads
      • And discovery single image ads
  • The number of users that use a single device to complete their journey (conversion) went down from 32% to 14 %
  • Author pages:
    • Author pages can be helpful for certain kinds of content!
    • Let’s be clear : Author pages is not a ranking factor!
    • But do it only to increase trust.
  • Tie breaker:
    • Page speed is the tie breaker I everything else remains constant!
  • CLS is becoming a ranking factor:
    • User experience basically!
    • Conditions:
    • Images needs to be well defined ( their dimantions)
    • Ads embeds and iframes without dimensions
      • You need to style the element where the ads are going to show.
    • Dynamically embedded content:
      • YouTube/tweet embeds.
    • Web fonts causing FIOT/FOUT
    • Actions waiting for network response
  • Factors :
    • Impact fraction : How much area an unstable element occupies
      • Basically the area it occupies while it’s rendering and when it shifts (unstable)
    • Distance fraction : The amount of space occupied while moving
    • CLS : IF* DF
  • GMB FEATURE:
    • You have an option to mention veteran owned business in your GMB profile
  • GOOGLE ASSISTANT :
    • May start calling business to check in stock inventories.


PPC

  • GOOGLE ADS TARGETTING RESTRICTIONS:
    • Google ads now restricts zip code, and demographic targeting for housing, employment and credit related ads
  • GOOGLE ADS RO PAUSE ACCOUNTS WHILE INVESTIGATING
  • ADS UPDATES
    • Identity verification now required in Canada, India, Russia, Ukraine
    • Click bait ads won’t be allowed to run in Google adss
  • GOOGLE GIVES BUSINESSES FREE ADS ON GOOGLE MAPS
    • This is available till September. 
    • You can promote your business on maps for free.


SMM

  • Sometimes social media traffic would be categorized as direct as well
  • Attribution 360 is a new feature in google analytics that will run custom machine learning models and gives you the importance of each channel for your growth
  • Websites may need creators permission in order to embed their photographs
  • IGTV announces MONETIZATION
    • Restrictions
      • Political parties can’t use this
      • Can’t curse if u want to monetize that content
      • Misleading information would be banned as well
    • Ads
      • 55% cut would go to the creators!
      • 15 seconds ads
      • Would be clickable not swipe through
    • Badges
      • Instagram is going to sell badges 
      • 1$ to 5$
      • What’s the use?
        • Better visibility I guess.
  • Snapchat is releasing dynamic ads
    • Requirements:
      • Product catalog
      • Tracking pixel
        • Minimum of 1000 website visitors to get started I guess.
  • LINKEDIN ENGAGEMENT RE-TARGETTING ADS:
    • Now we can retarget based on ON PLATFORM behavior
      • LeadGen Form Retargetting
        • Account assets sections → Matched Audiences option!
        • Audiences based on people who opened / submitted lead forms
        • Need a minimum of 300 users to enable the service!
      • Video Retargetting:
        • This is based on the % of video watched!
  • FACEBOOK BULK DELETE
    • Facebook users can bulk delete and archive old posts now.
  • FACEBOOK MESSENGER UPDATE:
    • Facebook messenger can now be used to toggle between personal and customer messages
  • SPOTIFY’S SELF SERVE VIDEO ADS:
    • Now you can record a video and publish ads on Spotify 


YOUTUBE:

  • Youtube rolls out features to increase merch sales
    • If people buy a creators merch during live stream, the sale would be highlighted in the chat!
  • YouTube released a new report to visualize subscriber and revenue insight data together
    • This would help understand seasonal trends!
  • Non advertising revenue is on the rise with 40% increase from january
    • Super hard
    • Superstickers
    • Channel memberships
    • Physical merchandise sale

COMMUNITY ENGAGEMENT STRATEGIES:


CONTENT

  • 26.4% of internet users will use ad blocking software : Exactly why we need to invest in content marketing
    • For every dollar spent in content marketing you get 3X leads!


EMAIL :

  • Solo ads basically niche newsletter e.ail blast : You can pay the influencer for the number of clicks or emails sent.


WEBSITE

PRODUCT VIDEOS:

  • 72% of consumers prefer to watch a video before buying a product
    • Product videos brings life to the product
    • People have this uncertainty about the product and the fact that IF it satisfies their expectations or not : And videos can do that
  • PRODUCT VIDEO GUIDELINES:
    • Introduce the company and the product first
      • Touch upon the pain points
      • Make them feel that you understand the problem and have a solution
    • Talk about benefits and features
    • Provide context with base price and cost of added features
    • End with a CTA
  • E-commerce sites in specific should have this option called “talk to retailer”
    • This gets people a option of getting a live product video!
  • Must have wordpress themes:
    • WP Rocket : catching
    • Imagify : Compress images
    • Gravity forms : Best for building forms
    • Advanced custom fields : To embed custom forms in

HOSTING:

5 Things to look for in hosting:

  • High Uptime Guarantee:
    • % time your site is online and accessible
    • 99.9 % Uptime guaratee implies : 1.44 mins downtime a day!
    • Try to get this : 
    • Remember 100% Uptime isn’t possible and don’t trust anyone who says that
  • Server location:
    • Shared or VPS hosting implies your data exists in a data center somewhere!
    • Make sure the data center is there as close to your visitors as possible!
    • If it’s cloud hosted, it exists in a cloud
  • Optional Value Adds:
    • Automatic Backups
    • SSL
    • Multiple hosting plans
  • Good reviews
  • Responsive support team
  • Easy to use CMS


APP:

  • CUSTOMER RETENTION IN APPS:
    • Fact: If we can improve customer retention by 5% the profits would go up by 95%
    • Retention → Word of mouth → Viral loop of acquisition
    • Advantages :
      • Retention drives monetization
      • Value: 10% increase in customer retention leads to 30% increase in company value.
    • Ways:
    • Activity feeds : In App community:
      • It’s a feed where we can see what our friends and family/ members of community are doing!
      • Sense of belonging
      • Combine with referral programs : This would increase participation in referral programs.
    • Timely push notifications:
    • MAKE SHARING/ INVITES EASY:
      • Get their social circle in so they get hooked into this
  • EMAIL MARKETING:
    • Send their weekly report via emails every week
  • SOCIAL MEDIA:
    • Enabling social sharing of milestones
    • Retargeting : Get them back. Use different messages to get them in.


OTHER

  • SOCIAL COMMERCE:
  • People buying directly from social platforms : The growth has been significant over the years
  • Instagram and facebook
    • Upload product catalog in business manager
    • Check if you are eligible for commerce manager : This is where you get to edit layout
    • Now create collections and publish to your page 
  • Pinterest:
    • Create Pinterest catalogs
    • Once data source is approved, product pins would be created automatically
    • Now run Pinterest shopping ads
    • Maybre create collections like best seller and new arrivals
    • Join Pinterest merchant program
  • Snapchat
    • Snap chat is just testing in app stores with influencers
    • Create a product feed in snap ads manager
    • Snapchat collection ads : feature a series of products within the ad unit
    • Ads can be created in creative library section
    • Can also use Snapchat dynamic ads
    • But in app checkout is still in beta


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