Twitter’s new approach to reading content before retweeting, Google’s new reporting option for counterfeit goods in search results, the continuous updates to Google Ads’ policies and a report on B2B digital experience in 2020.
“Marketers need to build digital relationships and reputation before closing a sale.” – Chris Brogan
In this article, we’ll cover the following digital marketing news:
- Twitter’s new retweet prompt
- Reporting counterfeit goods within Google search results
- Google Ads’ policy updates keep rolling
- [Report] B2B Digital Experiences 2020
Let’s dive in.
Social Media News
Twitter’s New Prompt On Retweets
One of the most commonly faced – and biggest – challenges in the news era is actually getting people to read posts. So much so that people only get to read the headlines of posts and that seems to be enough to spark a social media discussion. However, how can you debate on issue if you haven’t familiarised yourself with the topic?
Well, Twitter is looking at a new approach which is aimed at ensuring a person reads the content before they share it. Not to mention, the new feature will also prevent – hopefully – the large spread of misinformation.
Sharing an article can spark conversation, so you may want to read it before you Tweet it.
To help promote informed discussion, we’re testing a new prompt on Android –– when you Retweet an article that you haven’t opened on Twitter, we may ask if you’d like to open it first.
— Twitter Support (@TwitterSupport) June 10, 2020
As per Twitter’s Product Chief – Kayvon Beykpour – “It’s easy for links/articles to go viral on Twitter. This can be powerful but sometimes dangerous, especially if people haven’t read the content they’re spreading. This feature (on Android for now) encourages people to read a linked article prior to Retweeting it.”
This new prompt is a smart way of also encouraging further engagement with the full content of a post.
We’ve witnessed on more than one occasion people commenting on posts and asking questions that have already been answered in the full article. Without actually understanding what users are retweeting, the chances of false reports and misleading information are increasing dangerously.
The new feature also raised suspicion that the company was actually tracking users’ click. It is a reasonable concern. However, Twitter’s goal is to promote and encourage informed discussions; and, click-bait headlines getting widely promoted without further ‘investigation’ of the content can end up doing more harm than good.
Search Engine and SEO News
Removing Counterfeit Goods From Google Search Results
Google has updated its reporting systems and now allows users to ‘report for removal’ of counterfeit goods within the organic/free Google search results. This process is quite similar to the Digital Millennium Copyright Act (DMCA) one where users can request the removal of copyright-infringing material from search results.
Google describes counterfeit goods as those that “contain a trademark or logo that is identical to or substantially indistinguishable from the trademark of another. They mimic the brand features of the product in an attempt to pass themselves off as a genuine product of the brand owner.”
Users can submit reports for removal of counterfeit goods by using the legal form where any logged reports will be reviewed and consequently the content is taken down – or not.
According to a Google spokesperson, the process is entirely manual at this time as well as non-algorithmic. However, over time, the company will utilise these submissions in order to develop ranking algorithms; and, systems aimed to help Google limit the visibility of websites found to consistently sell counterfeit products.
Why should you care? Well, for one, website owners selling legitimate goods will have one less thing to worry about. Additionally, this new option will also help level the playing field in organic search.
PPC and Ads News
Google Ads’ Policy Updates Continue
Google has been quite the busy-bee in the last few months. Especially when it comes to its ad policy updates and changes.
While there’s no indication of lawsuits or any formal statements on the landscape pointing out to all Google Ads’ policy updates, there have been a couple we simply cannot go without mentioning –
This month, Google Ads introduced two more policy updates – account pausing due to violation and a misrepresentation policy.
Google’s announcement regarding the pause policy is a bit vague, to say the least, and intertwined with its identity verification one. This is what the announcement states –
“Google Ads accounts will be paused if they fail to complete advertiser identity verification when notified. In addition, we may temporarily pause accounts to conduct investigations if we identify potentially harmful advertiser behaviour. Paused accounts cannot run any ads.”
Regarding the misrepresentation policy, the company’s announcement states –
“In July 2020, Google will update the Misrepresentation policy to introduce the ‘Clickbait Ads’ policy. This policy covers advertisement which uses sensationalist or clickbait text or imagery which intend to drive traffic to the Ad through pressurizing the viewer to take immediate action in order to understand the full context of the Ad.”
You can find the full list of the upcoming and recent policy updates in Google Ads’ policy updates page.
Digital Marketing News
According to a report by our friends at Episerver, 71% of B2B brands confess the presence of a “customer-centricity gap”. A gap happens when the (digital) experience offered by a business meets neither the needs nor the expectations of customers.
The report includes B2B trends in six industries –
b) financial services
c) commercial services and supplies
The “customer-centricity gap” in the healthcare industry, for example, rises to 93% while in the financial services sector it’s 85% with the high-tech field being the least likely to have such a gap.
The stats point out that 82% of B2B companies have gone through a digital transformation with 37% stating their digital experience is the thing that differentiates them as a company. Furthermore, the respondent’s email channel came out first for push communication to reach customers most effectively; with only paid search and their own websites more effective at general communication. Which creates a tie for the third place with paid search with paid social (18%) in first place followed by websites (14%) in second.
In addition, 30% of marketers quote paid social as an effective marketing channel with 16% stating the same about paid search.
Concurrently, 60% of B2B organisations are planning on investing in personalisation by 2022 followed by investments in web content management system and an ecommerce platform.
The report also outlined that 61% of B2B marketers fear being replaced by AI within the next 5 years with 82% feeling AI will make them better and excel at their job. In addition, despite 91% of marketers taking precautionary measures to maintain security and compliance, 41% state they have experienced a data breach.
You can download the full The 2020 B2B Digital Experience Report here.
Do you have any suggestions or ideas on what 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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