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Internet Marketing News Update #269, January 15, 2018

CMOs plan to grow, diversify digital spending in 2018
A Gartner study of Chief Marketing Officer plans for 2018 found that two-thirds of them expect to increase digital spending over the year ahead, with initiatives such as analytics, digital ads, eCommerce and social media slated to receive more funding. While Facebook and Google will continue to attract the lion's share of ad spending, Jordan Bitterman, the CMO for IBM Watson's Content and IoT Platform, expects marketers to spread their spending around more next year, in search of new audiences.
Direct Marketing News

Google offers clarification on duplicate content
Google's Webmaster Trends Analyst John Mueller offered some new insight on what will cause Google's algorithms to identify a URL as duplicate content. Slashes other than those immediately following the domain name, and different protocols for otherwise-identical URLs can cause Google's algorithms to perceive material as duplicate content and thus detract from its search value.
Search Engine Journal

Consent might ease resistance to voice assistant ads
Most consumers responding to a recent survey did not indicate a willingness to listen to ads on their voice-enabled speaker devices, but giving consumers some say in the matter might lower the barrier a little. Thirty percent of respondents said they'd be more likely to listen to an ad if they were asked permission first, and 28% said they'd be more receptive if they got to choose which brands were allowed to advertise on their devices.
eMarketer

Local ad spending expected to grow in 2018
BIA/Kelsey projects that US local ad spending will grow by 5.2% in 2018, to a total of $151.2 billion. Traditional channels will represent nearly two-thirds of that total, led by direct mail which alone will garner nearly as much spending as television and mobile advertising combined.
eMarketer

SEO poll quantifies impact of algorithm changes
A new poll of SEO professionals puts some numbers on the workplace impact it has when Google updates its search algorithm. Thirty-one percent of respondents said that these changes have caused them to lose SEO clients, and major algorithm changes require an extra nine hours of work from the average SEO worker in the first week following the change.
MediaPost News

Growing native ad revenues create an incentive to avoid labeling
The percentage of revenues online publishers derived from native advertising grew from 11% to 18% over the past year, and is expected to rise to 32% by 2020. These growing revenues present a greater temptation to avoid labeling the content as advertising, with the percentage of news publishers who fail to label paid content rising from 7% to 11% last year. 25% of the publishers surveyed believe that lax labeling is one of the biggest threats to native advertising.
MediaPost News

Amazon looks to join digital advertising heavyweights
Though already dominant in online retailing, Amazon is exploring ways to claim some of digital ad market share from Google and Facebook. Amazon currently has just 2% share of the digital ad market, but hopes to expand this by exploiting two strengths. One is the fact that consumers are 2.5 times more likely to discover a new brand on Amazon than through a Google search. The second is that 35% of consumers identify Amazon's mobile app as "one they could not live without," compared with just 11% who felt the same way about Google's search app.
Digital Marketing News

 
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