Will Twitter release a new tweet reply control option? What do you know about Google’s December 2020 Core Update? How did Google Ads improve its lead form extension? What is the future of ecommerce post-COVID?

“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer

In this article, we’ll cover the following digital marketing news:

  1. Twitter working on a new tweet’s reply option
  2. The release of a new Google Core Update
  3. Google Ads improves its lead form extensions
  4. [Report] The Future Of Ecommerce In 2021

Ready to dive in?

Social Media

Twitter Testing A New Option For Tweet Replies

Back in August 2020, Twitter rolled out its new tweet reply control options which offered users a new way to manage who can interact with their tweets. Four months later, reverse engineer expert Jane Wong noticed the company is now working on a new addition to the tweet reply control options which, if made available, will allow users to limit their tweet replies to “followers-only”.

Currently, the tweet reply options are – 

  • Everyone – the default public option
  • People You Follow – limits replies to only the people you follow
  • Only People You Mention – replies are limited only to the @handle in the tweet

The new Twitter reply option – “Your Followers Only – will give Twitterers one more approach to managing replies and control following discussions. 

Why should you care? With this new Twitter reply option, users will be able to facilitate more specific discussions within their Twitter community while also weeding out spammers and trolls. For example, if you want to have more meaningful and informed conversations amongst people within your niche, this new tweet reply option would be extremely useful and beneficial as it will prevent anyone who wants to add spammy replies like a link to their Fiverr account from doing so.

Search Engine and SEO News

Google’s December 2020 Core Update

Google is infamous for its updates. The second it drops a new algorithm and digital marketers are left to interpret the Search Engine Results Pages (SERPs) data and deduce how their digital marketing efforts will change. In 2020, Google released only two core updates – in January and in May.

Now, seven months after the last Core Update, Google has rolled out a new Core Update called… the December 2020 Core Update. Original, I know. 

The May 2020 Core Update was quite big and broad taking Google a couple of weeks to fully roll it out. However, Google’s December 2020 Core Update started rolling out within a few hours of the initial announcement followed by Google’s advice that as is typical with these updates it would take one to two weeks for the update to fully roll out.

As with previous Google Core Updates, the company is quite tight-lipped about what the new algorithm will change and how it will impact digital marketers. The only way to grasp the full extent of the update is to wait for it to fully roll out and see. One digital marketer expressed his anxiousness about the core update with the following brilliant and quite funny Twitter reply  – 

For more information about Google’s Core Updates, visit Google Search Central’s blog.

PPC and Ads News

Google’s Improvements To The Lead Form Extension

With people still adjusting to the COVID-19 pandemic, they continue to look for different ways to connect with businesses. In fact, according to Google research, one in three shoppers would prefer to buy from a company offering them a wide range of ways to reach them.

To help businesses connect with more potential customers, Google Ads introduced (back in August 2020) a new lead form extension focused on driving more high-quality leads across Search, YouTube, Discovery and Display Ads inventory.

What are lead form extensions? A Google Ads feature that helps advertisers to generate leads by allowing people to submit their information in a form directly within an ad. 

This month, the company announced three new enhancements to the lead form extension which will offer advertisers an easier and more effective way to manage their business.

1) Easily share your lead forms for more efficiency

Based on advertiser’s feedback regarding the challenges of managing lead form extensions – especially across campaign types, Google Ads decided to make things easier and help advertisers save time by making lead form extensions easily shareable across Search, YouTube and Discovery campaigns.

2) More question options

To make things even easier when creating the lead form and ad message, Google Ads will now offer advertisers a range of over fifty pre-made questions allowing them to customise their lead form to fit their business needs. The benefit of this improvement is that it will route submissions to the correct team (i.e. sales) and add leads to the right email list. 

3) Receive leads automatically

Previously, advertisers had to download sign-ups manually into a file, save it and then upload it to their email service provider. This process cost advertisers delays in their email automation sequence kicking off causing a lack of engaged leads and higher-than-usual unsubscribe rates. With this new improvement, you will no longer have to worry about following up on a lead on time to close a sale. Advertisers can now set up webhooks which will automatically send leads from the lead form extension directly to their CRM system.

Digital Marketing News

The COVID-19 pandemic jump-started a shift in consumer behaviour. With lockdowns, travel bans, shops shutting down and work-from-home orders, ecommerce has peaked exponentially. So, what would the ‘New Normal’ look like for ecommerce?

Shopify’s newly published report “The Future Of Ecommerce focuses on outlining ecommerce growth through and beyond the COVID-19 crisis. The report is a combination of Shopify’s global merchant and consumer data to create a framework of trends and predictions on how ecommerce will shift in 2021 based on current consumer behaviour.

Shopify itself witnessed an unprecedented growth this year as new stores created on the platform grew 71% in Q2 2020 compared to Q1 2020 followed by a record number of merchants added to the platform in Q3 2020. 

Take a look at a few key takeaways from the report – 

  • at the height of the COVID-19 crisis, 10 years of ecommerce growth occurred within just 3 months
  • 84% of consumers shopped online during the COVID-19 pandemic
  • 75% of consumers tried different stores, websites or brands during the pandemic 
  • almost 49% of consumers stated they’ll shop online more frequently post-COVID
  • 64% of consumers (globally) want their orders shipped for free
  • around 42% of consumers want brands to be socially responsible
  • 50% of global ecommerce sales occur on marketplaces where consumers search for solutions instead of brands

Shopify interviewed 25+ industry leaders, investors and commerce experts to create “The Future Of Ecommerce” report. To review each trend in-depth and examine the practical steps you can take to future-proof your business, click here.

Final Thoughts

Do you have any suggestions or ideas about which digital marketing news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.

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Adi Angelova

Author Adi Angelova

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