Marketers still view technology through traditional lens
When asked by a survey which marketing technologies they find useful, marketers most frequently cited tools that help with traditional strategies. These tools included CRM software, analytical tools, and e-mail marketing software. Tools related more directly to digital marketing, such as content marketing, social media, and SEO software, were well down the list.
Google unleashes Penguin 3.0 on search results
Google announced the latest update to its search algorithm. The company estimates that it will affect less than 1 percent of U.S. English search results, but marketers using linking strategies should pay special attention, since several tweaks address those strategies. Also, people should not assume they are unaffected just because they don't see an impact right away - Google advises that this is to be "a slow worldwide rollout."
Search Engine Watch
Experts await Microsoft strategy for capitalizing on Minecraft.
The immensely popular game Minecraft has always been free of advertisements, but speculation is that with 54 million downloads already sold, Microsoft did not buy the game's maker just for one-time app sales. Minecraft gives Microsoft the opportunity to reach a younger user demographic, and some experts believe the company will at least introduce ads around the game if not actually inside it.
Targeting trumps platform in getting users to click on mobile ads.
Though mobile users spend more time on apps than accessing web sites directly, they are more likely to click on an ad when on the web site than if the ad is imbedded in an app, by a 35% to 26% margin in North America. The problem seems to be poor targeting, as lack of interest and lack of relevance are overwhelmingly the biggest reasons given for not clicking on ads.
Search marketing dominating retail referrals
A recent survey by Shop.org and Forrester Research found that search engine marketing (SEM) was cited far and away the most often by retailing executives when asked to name their top three sources of new customers. Eighty-five percent of respondents put SEM in their top 3%, more than twice the number citing the second-place source, organic traffic. For all the buzz about social media, sources such as Facebook were well down in the single-digit percentages.
Search Engine Watch
Facebook unleashes Slingshot - for real this time.
After an inadvertent premature release a week earlier, Facebook launched its answer to Snapchat in mid-June. The Facebook service, called Slingshot, is similar to Snapchat in that it is designed to send pictures and videos intended to be viewed once. However, in an attempt to force further user engagement, Slingshot requires recipients to send an image themselves before they can view one.
The Better Business Bureau weighs in on sponsored-content disclosures.
The Better Business Bureau (BBB) has prevailed upon sponsored content distributor Taboola to make more meaningful disclosures. The BBB had objected to the way Taboola had presented links to users, the size and color of its disclosures, and the location of its disclosures. Also of significance was the fact that the BBB pursued the matter over Taboola's objection that it was not technically an advertiser and thus should not be subject to the BBB's ad guidelines.