“Digital marketing is not an art of selling a product. It’s an art of making people buy the product you sell.” – Hecate Strategy
Know your purpose. As business owners (or just employees) we must be absolutely confident about the business’s positioning and the goals we want to achieve.
Your digital marketing strategy should not focus only on developing a marketing plan to target the right audience. It must entail building buyer personas; choosing the right digital marketing tools (*cough*Emailout.com*cough*); analysing your competitor’s strategy and reviewing your own past objectives; last, but certainly not least, being up-to-date with the most recent digital marketing news, tips and trends.
In this article, we’ll cover the most recent digital marketing news on the following topics:
- Social Media
- Search Engines and SEO
- PPC and Advertising
- Other stuff we found interesting
Let’s dig in!
“Social media creates a kinship between companies and customers, and kinship equals purchase intent.” – Jay Baer
This month Facebook hasn’t been hacked (as far as we know). After the massive data exploit in September, the company decided to ‘play nice’ and provide an update on the ongoing investigation. They said they’re working with the FBI to establish who the perpetrator(s) is(are) but have been asked: “not to discuss.” Whoever they are, let’s just hope an incident of this magnitude won’t occur again anytime soon – or ever.
Furthermore, we heard through the grapevine that a group of Facebook advertiser filed a new lawsuit in California Federal Court which alleges that Facebook engaged in unfair business conduct by disseminating inaccurate video metrics that significantly overestimated the number of times users were spending on watching ads. Naughty!
Ah, and in case you haven’t heard this digital marketing news, Pinterest is not a social network or so said it’s CEO Ben Silbermann. According to the stats though, its social media worldwide market share comes in second place – 12.81% – after Facebook (66.29%). Anyhow, social network or not, the platform has gradually rolled out more and more tools that align with its mission to become a product discovery and eCommerce engine. In mid-October, they announced adding new shopping options to boost the eCommerce potential. And here I was, using Pinterest for DIY projects and knitting lessons!
The professional social network LinkedIn is “no longer an online resume. It’s your digital reputation” (source: Jill Rowley). We’ve recently learnt, the company is releasing a relatively small, but very helpful update – all users will have the option to display a “Follow” button as their main CTA on their profile page instead of the current “Connect” prompt. Let’s see how it goes.
The only slightly significant digital marketing news on Instagram this month is that they’ve launched a Snapchat-style QR called Nametags. Its purpose is to easily connect with people you meet in-person.
SEARCH ENGINES AND SEO
“My guess is it will be about 300 years until computers are as good as, say, your local reference library in search.” – Craig Silverstein
We all know Google is dominating as a search engine but, we shouldn’t underestimate the underdog – Bing. According to the stats, Bing is still being used … It’s in third place with a 7.70% market share worldwide. With that being said, the company is working on improving the efficiency of their web crawler – BingBot – so it doesn’t miss new content and at the same time overload your web servers. We must congratulate them on the ongoing efforts but … they’ll never become better than Google.
A search engine worth mentioning is DuckDuckGo (DDG). We’ve learnt that the privacy-focused search engine has reached a new milestone of 30 million direct searches a day; that represents a 50% increase from last year’s daily direct record of nearly 20 million searches. The growth comes in the wake of a series of privacy scandals – from Facebook’s Cambridge Analytica breach to Google’s ever-tracking location history.
Have you heard of Yandex? The Russians are upping their game when it comes to search engines. Reuters reported that Russia’s biggest internet search engine has registered its fastest growth in six years. According to the stats, Yandex ranks fifth with 1.01% market share right after Google (72.37%), Baidu (13.94%), Bing (7.70%) and Yahoo! (4.06%). Seems like the Russians would like to be known for something other than internet scandals.
A Twitter user has reported seeing double featured snippets in Google search results. This feature snippet with a second one just beneath it effectively shows information from two websites and advertising in the space which normally shows ten websites.
PPC AND ADVERTISING
“In advertising, not to be different is a virtual suicide.” – Thornton Wilder
We heard through the grapevine that Google Ads has rolled out new features to the Ad Preview and Diagnosis Tool. The features are designed to give advertisers a better insight into who’s seeing their ads and help them take immediate actions to fix issues with ads not being shown. Thumbs up, Google!
Let’s not forget Google is not the only virtual place you can advertise on. Bing has introduced a series of enhancements to product ads and shopping campaigns; and, it’s happening just in time for the holiday season. Ah, we also learnt Bing is plotting a brand new feature that will allow advertisers to add weekly flyers as an extension to text ads. Well done, Bing.
Moving on to LinkedIn. The professional network announced a new integration with Google Campaign Manager which will allow marketers to better compare and manage their LinkedIn ad performance in comparison to other ad efforts; and all within a single dashboard. Hip Hip Hooray!
“Your email inbox is a bit like a Las Vegas roulette machine. You know, you just check it and check it, and every once in a while there’s some juicy little tidbit of reward, like the three quarters that pop down on a one-armed bandit. And that keeps you coming back for more.” – Douglas Rushkoff
In our recent digital marketing news roundup, we’ve covered topics such as spam and cybersecurity. We plan on keeping the same pattern; hence, today we’ll tell all about the world’s worst spam support internet service providers (ISPs).
Spam continues to plague the internet but the more you know about it the more prepared you’ll be.
According to Spamhaus’s – Top 5 Worst Spam Support ISPs – stats are in, as of 30 October 2018, and the ISPs that knowingly sell service to professional spammers for profit are htu.cc with 236 known spam issues followed by shtel.net.cn with 140 and zzidc.com with 109. Hence, fourth and fifth place are occupied by gloworld.com with 99 known spam issues and spectranet.com.ng with 84. Ah, and because we’re cool we will even tell you which is the sixth worst spam support ISP. Are you ready? Here it is … three.co.uk with 68 known spam issues. You weren’t expecting that, were you?
OTHER DIGITAL MARKETING NEWS WE FOUND INTERESTING
“Don’t say anything online that you wouldn’t want plastered on a billboard with your logo (or face) on it.” – Erin Bury
Digital marketing news, SEO tips, email advice and so much more are flooding the internet; therefore, it makes it difficult to go through them all on your own. That’s why we’ve decided to step in and help you by rounding up news we label as “important to know”.
It seems like hackers are getting bolder by the minute. Forbes reported that Iranian cybercriminals tried to hack into U.K. universities offering government-certified cybersecurity courses.
Facebook took down 30 pages, 33 accounts, 3 Facebook groups and 16 Instagram accounts which were said to be tied to an influence campaign by a group of Iranian actors. The company said the accounts and pages were not taken down because of their content but rather because of “inauthentic behaviour”. Social network with the biggest market share worldwide say what now?
One of the world’s leading organisations developing AI software today – Google – is launching a global competition to develop AI that’s beneficial for humanity. The company will be pledging up to $25 million to groups that want to use AI to solve big problems.
Last, but certainly not least, Twitter will be ripping its heart out. Ha! We got you there for a sec, didn’t we? We heard Twitter is thinking about killing the Like button (heart). The company’s CEO Jack Dorsey even said he “wasn’t a fan of the heart-shaped button” and “ would be getting rid of it soon”. Any suggestion on what they’ll replace it with?
Let us know what digital marketing news topics and areas you would 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.
In the meantime, you can take a look at our blog for more digital marketing news, social media marketing, business growth tips and tricks plus, of course, all things email marketing.