All posts in Research & Insight
Pew Research launched their state of social media 2016 report.
Facebook holds steady for usage but of course we see Snap, Instagram (owned by Facebook) and Pinterest are rising faster as they haven’t matured in North America. Facebook matured in North American many years ago and knows its growth lying global in the BRIC markets, EMEA and APAC.
However, the future of marketing is heading towards voice and image searches. Plus we are seeing a faster rise in mobile messaging or messaging app take a stronger hold across the Americas. What was once a fad in different APAC countries is now mainstream over here. I’d read Pew Researches social media 2016 report and understand where we are headed.
Over the next 12 months Google will finish a product roll out that will define the company for the next decade. With advertising being a $60 billion dollar business in the USA alone and Google making up 50% of that revenue. Any change Google makes to their AdWords has a profound effect on their future growth.
The two products rollouts are Expanded Text Ads and a major overhaul of their AdWords platform interface. I won’t go into detail on each change as you can follow the links above. Over ten years I’ve seen many changes with AdWords (and even Google Analytics). However, these two changes are a dramatic shift in how Google does business and a North star for the company to be more mobile focused.
If Google makes even a small misstep then that has an impact on their revenue and the moonshot projects they invest in. We are already starting to see early results roll in that Expanded Text Ads are underperforming compared to old AdWords ads. If Google can’t get this under control in the next 3 months then I don’t know if 2017 will be a brighter year for AdWords.
While speaking at Digital Summit Minneapolis 2016 earlier this week. I got the chance to sit on Brad Spychalski’s talk on crafting great content and how the team at Pinterest does it. He says his team looks at Values + Interests + Insights to build content for themselves and some of the big brands like Ziplock and Coca Cola that they work with on their platform.
What makes your brand stand out? What’s your unique selling point? Values come down to how you see the world and what you can offer your potential customers that the competitors can’t. A lot of brands are trading on experiences right now but that experience has to be unique and fit into people’s lives.
The 5 areas that interests break down into are Hobby, Vocation, Preference, Project and Passion. When you take you values as a brand and start to map them over your interests. You start to see some potential content ideas bubble up to the service. If we were lego we might have some of the following down:
My talk from #HeroConf Philadelphia on April 26th, 2016. I had a blast and had about 125 people in the room out of the 547 people attending the conference.
Last click isn’t dead, it’s just retiring. In order to put your budget and time into marketing channels that will grow your business, it’s critical to understand how to attribute your conversions.
The attribution model Duane built can work for any startup or brand. It gives marketing teams a bird’s-eye view of what is and isn’t working, i.e. what campaigns are not just driving brand awareness but also getting customers to purchase your product. Are you ready to meet the modern consumer? In this session, you’ll learn:
How to move off last click and take a more holistic view of your business
How to attribute your conversions across the business
How to work better with the rest marketing & function as a squad