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Showing posts from August 15, 2018
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Report: Google continues to gain global smart speaker share

Consistent with earlier data, Strategy Analytics reported that Google is gaining global share in the smart speaker market. It’s also reporting that the Chinese market is starting to be dominated by local brands, which is likely to continue.The company said in a press release that while Amazon continues to lead the market, its global share of smart speaker shipments “fell to 41 percent in Q2 2018 from 44 percent in Q1 and 76 percent in Q2 2017.” Google’s share has grown, and so have Chinese brands. Combined, Amazon and Google represent 69 percent share of “global smart speaker shipments in Q2 2018, down from over 90 percent in Q2 2017.”Here are the top five smart speaker makers by global share of shipments in Q2, according to Strategy Analytics.Google has a $500 million partnership with Chinese e-commerce site JD.com, which will help it sell Google products, including Home, in that country. However, an earlier report cast doubt on demand for smart speakers in China, suggesting that few…

Digitas report: Brand loyalty is at risk with voice-based purchases

The base of the Amazon Echo, a smart speaker home of voice agent Alexa With projections that more than half of US homes will have a smart speaker within four years, marketers are strategizing about the best ways forward.A recent study by marketing agency Digitas addresses some ways in which brands can adapt to a voice-controlled world. But one finding in “A Brand’s Guide to Taking Back Control in a Voice-Driven World” (free, registration required) raises the question of how urgent voice-based buying actually is, as an issue for brands.The Digitas study was conducted online in the US by The Harris Poll among 2019 randomly selected users 18 and older, of which 557 were found to have made purchases using a voice assistant. That is, about 28 percent of the sampled users reported they have made a voice-based purchase.But a report earlier this month in The Information, citing two unnamed people “briefed on [Amazon’s] internal figures,” relayed that only about 2 percent of the users of Amazon…

Forget me not: 3 steps to make your PPC ads more memorable

What makes some ads stick in your mind, while others are instantly forgotten and relegated to the trash heap of online noise we’re exposed to every day?Have the memorable ad creators simply struck it lucky? Have the others taken general advertising principles, done some brainstorming and hoped for the best?Is there a way we can actually quantify what makes text ads memorable?The folks at travel research company Phocuswright set to find out as part of a study they conducted with Bing (my employer). They asked participants:What do you remember most about the travel advertising you saw online?The results were clear:This study was designed for the travel industry specifically, but it can be argued the top three elements would be easily transferable for practically any industry. Why?Because we are visual creatures. Our brains process images 60,000 times faster than text, and 90 percent of the information transmitted to the brain is visual.We are price-sensitive — or at least value-sensitiv…

How to increase your PageSpeed in WordPress

We hear a lot about PageSpeed from Google, and there’s no doubt it’s an important metric from both a usability and an SEO standpoint. Of course, there’s a lot more to the web than WordPress, but with it now powering over 59.3 percent of the web and Google dedicating an engineering team to work with WordPress, it deserves special attention.Before we dive in, it’s important to clarify that in our article today we’re going to be focusing on PageSpeed,  and not page speed.For those unfamiliar with the difference, PageSpeed is a Google metric. It’s based on a family of tools, and when we’re referring to a PageSpeed number between 0 and 100, we’re referring to the output of the PageSpeed Insights tool.Page speed, on the other hand, generally refers to the real-world speed of a web page. And yes, it’s possible to increase one without the other, and I’ve even seen cases where improving one is at the cost of the other.In short, we’re going to focus on the Google metric in this article as it re…

Why you’ll benefit from fully funding your core brand terms on Amazon

Advertisers are always looking for new opportunities to increase brand awareness, drive engagement and acquire customers. And what better way to do so than to learn about the consumers who are signaling strong purchase intent by searching for your brand?Regardless of whether you work for a digital marketing agency or manage digital marketing in-house, you have probably questioned whether it is worth allocating media spend to capture that consumer data.While it’s a perfectly valid question, when it comes to advertising on Amazon, the answer is a resounding “Yes!” In fact, I recommend fully funding your core brand terms on Amazon — even before allocating media spend toward non-brand categories or competitor terms on the platform — for these four reasons:1. Increase your share of voiceThey say two are better than one. In the case of organic listings on the search engine results page (SERP), truer words were never spoken. Organic listings serve as the foundation of any retailer’s presence…

Pinterest says it will attract some 50M back-to-school shoppers this season

As students gear up to head back to class, we are at the peak of back-to-school shopping season. Starting in early July and lasting through September, Deloitte’s 2018 Back to School survey reports 90 percent of back-to-school shoppers are most active during the month-long period between late July and early August, with 67 percent of all “back-to-school” shopping dollars spent the first two weeks of August.The National Retail Foundation reported that $29.5 billion was spent on K-12 supplies during the 2017 back-to-school shopping season and that families with kids in elementary school spent, on average, $687.No wonder Pinterest, with its visual pins and boards of ideas and products, is positioning itself as the place for back-to-school marketers aiming to reach parents during this peak shopping moment.Citing comScore data from January 2018, Pinterest says that roughly 47 million US shoppers used its platform to find back-to-school product ideas last year and expects that number to rise…

Research says B2B audiences find business content most often through search

Clutch’s survey of 384 consumers of online business content found that 87% of respondents frequently encounter business content using search engines, slightly more than the 85% who find business content through social media and 75% who encounter content most frequently on company websites.  The study indicates that B2B audiences are avid consumers of business content online and use content to inform their purchasing decisions. By optimizing content for SEO and for their target customers, companies can engage B2B audiences online and work to transition them through their sales funnel to conversion. B2B audiences consume content frequently and according to their purchasing intent Clutch’s survey supports industry research that B2B customers extensively research companies and products online as part of their purchasing process. The survey found that 88% of B2B audiences consume business content online at least once a week.For the most part, the reasons why B2B audiences consume business …

Analysts say Amazon’s advertising business will surpass AWS by 2021

For the past few years, Amazon’s ad business has often been talked about as a sleeping giant. Well, the giant is awake and ready to stretch out.Amazon’s advertising business is just getting going, say analysts. A note to investors from Piper Jaffray finds that advertising will surpass the company’s juggernaut cloud computing business.“By 2021, we believe it is likely that advertising operating income will exceed AWS [Amazon Web Services],” analyst Michael Olson wrote Monday. Olson expects advertising income to reach $16 billion in 2021 compared to AWS at $15 billion.Amazon’s dominance in product search is driving the growth. “Being the world’s largest product search engine has its advantages and Amazon is starting to leverage them,” wrote Olson. Amazon sellers and customers alike will notice the increasing prevalence of ads in the search results on Amazon.com that drive users to product detail pages on the platform.There are more than 5 million sellers on the platform, all vying for v…

Report: Traditional methods of personalization don’t work for millennials and Gen Z

Want to connect with young people? Traditional means of personalizing ads to appeal to Gen Z and millennials are stale, according to new research from video platform VidMob.VidMob surveyed 1,000 16- to 24-year-olds (Gen Z) and 1,000 25- to 34-year-olds (millennials) about a number of issues related to how they act online, including their behaviors around social media and video advertising.The survey found that ads that young adults were more likely to interact with were those that reflect similar taste or style (55 percent) than ads with a celebrity (45 percent) or people the same age (29 percent). This is opposed to more traditional methods of personalization, such as matching gender, age, ethnicity or featuring a person’s name.Variances emerged between the age groups. For example, 41 percent of Gen Z respond to ads they feel are visually beautiful versus only 32 percent of millennials.The study found that 44 percent of Gen Z get annoyed or start to dislike brands when their ads are …

Marketing Day: Google collecting data in off-mode, transactional emails & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Link-building tools you may not know about
Aug 14, 2018 by Julie Joyce
Contributor Julie Joyce breaks down the nuts and bolts of four unique link-building tools and shares how each can help analyze web pages and assist in your linking efforts.Unlocking the full potential of transactional emails
Aug 14, 2018 by Len Shneyder
Columnist Len Schneyder advises marketers how to get the most out of their transactional emails without stepping over the line.7 ways digital marketers use what happens on calls to optimize ROI
Aug 14, 2018 by Digital Marketing Depot
The customer journey is calling. When consumers search for products and services, engage with digital ads or visit a business’s website on their smartphones, they often convert in the most convenient and natural way: by calling.Aivon launches blockchain-based protocol for ‘first decentralized vid…