The Marketing Mix – Key Points From The Web Summit 2013
The Web Summit was held in Dublin at the end of October, the guest speakers were top quality, with representatives from Facebook and Twitter to name a few.
“Web Search Has Left the Building” was an interesting talk with Mark Milian & Stefan Weitz and was able to get a few interesting takeaways:
- Keywords to link basis is becoming old.
- From their tests, Bing found they were better than Google when it came to finding the best results, so they put it to the test with Bing it On.
- They also found that Google was also used as a brand. Tests showed removing brand, or placing the Google brand on Bing results gave better results.
- Contextual experiences are the future of search (see Rob Scoble and Shel Israel above).
Nichola Mendelson: VP EMEA at Facebook
- There are now more smartphones than toothbrushes.
- Zuckerberg focussed on mobile very quickly. Facebook went from 0-40% revenue in 18 months via mobile.
- Mobile is now the dominant platform, and will continue to be so for a long time. Mobile is the first time since the 1960’s when a new technology takes over since tv overtook radio.
- Every day audience size of Europe logs in 4-5 times per day on a mobile device.
- 1 in 4 minutess of general time on mobile is using either Facebook or Instagram.
Stephen McIntyreL MD, Twitter Ireland
- 2.3m tweets per day, 75% are from mobile.
- Creating a truly historic tweet, you have to be ready for an emotional moment. Examples include Obama, or Adidas’ own tweet after Murray’s Wimbledon win.
- Old marketing tactics still apply on mobile.
- Storytelling has gone from a close campfire to hashtags, but essentially we’re still storytelling
- Major events are great for marketing, such as this genius tweet from Visit England after acertain football match.
- TV conversations can now be analysed. Stephen shows a visual view of layers between a user, a TV programme, their engagement on Twitter whilst watching that programme, and how this data can be used for brands to identify their audience.
As well as the conference talks, there was startups waiting to tell you more about what they do. Here are some of the best…
- OnScroll. This tool is extremely clever. OnScroll is a new ad technology startup that enables publishers, networks and agencies to serve viewable-only inventory. They are already working with some of the UK’s biggest publishers including AutoTrader, The Independent and the Evening Standard, enabling them to create the world’s first viewable only ad exchange. Not only are they a cool company, but they made me confident about their choice of steak restaurant.
- TripGems. As someone who travels frequently, and someone who also likes to experience things outside of the normal tourist handbook, this site is extremely useful for me to share about hidden gems within any location. I find that I have a few Word documents that I share to people if they ask me about a place I’ve been before – this makes it more public and interactive.
- WeSwap. A great little product for people who have trouble swapping currency. You open an account and you can then swap currency directly with another user who is trying to source it. No banks, no hidden charges. Just social currency.
- SnappCar. The best way to summarise this would be to dub SnappCar as the Airbnb for cars. You can hire cars from friends and family, as well as hire out your own car to others. On the back of their business card it says “250 million cars are not used for 23 hours of the day”. This statistic is very interesting, considering that I don’t use my car all the time. A great solution to earn some cash from the car you already own, and is fully insured by Achmea (in The Netherlands).
- BragBet. An app for sports fans. You join with your mates as a team, the team adds money into a colective pot, and each week a chosen captain each decides on what to bet on. A great way to add a social layer to the betting process.
Related articles
- Key takeaways from the Web Summit 2013 (econsultancy.com)
The Most Popular Words of 2013 Prove We All Spend Way Too Much Time on the Internet
Some interesting information for SEO professionals!
The Marketing Mix – London Based Brands Encouraged To Adopt New .London Domain For Websites
A message for the London Mayors Office, encouraging brands based in the city to adopt a new domain name for their websites. Looking to help brands boost their SEO, giving them opportunity to draw custom from locals and more importantly tourists searching for services.
Selfridges are among tens of thousands of brands reportedly interested in the offering. Brands adopting the new domain will look to exploit London’s strong worldwide brand in a boost to their Digital Marketing Campaigns.
The Mayors Office are looking to strengthen their digital presence, whilst any funds that the initiative raises will be invested back into the City.
The Marketing Mix – 30 Digital Marketing Statistics
Here is another set of interesting stats relating to the digital world of marketing…. Enjoy.
Related articles
- 103 Compelling Social Media And Marketing Statistics For 2013 (and 2014) (business2community.com)
- 10 surprising social media statistics that might make you rethink your social strategy (thenextweb.com)
The Marketing Mix – Google Turn Off Organic Search Keyword Referral Data
I talked about Google changing their search algorithm a few days ago, and the workload for digital marketers doesn’t end there. Google have now switched off sharing organic search keywords referral data, which was the SEO experts best friend. With research from Econsultancy in 2013 suggesting 90% of all online advertisers use Google Analytics to assist digital marketing this news has put many advertisers back at square one.
Google used to allow users to see which organic search terms were most popular within your area and general activity around the key words you require. This was used to the advantage of advertisers, by allowing them to alter content to rank highly on a search for specific words.
It is clear to see that Google are taking advantage of their global dominance by making a move like this. Google have said that the move comes as a result of privacy issues, however in reality advertisers will now be pushed towards paid search advertising, increasing revenue for Google.
Related articles
- DSMMCM1314 – Google Pile Pressure On Digital Marketers (dsmmcm14.wordpress.com)
- Google Paid and Organic Search Report (thedigitalprism.com)
- How Recent Organic Search Changes Will Affect Paid Search (searchengineland.com)
The Marketing Mix – Google Change Search Algorithm
Google have recently changed their algorithm, and named it Hummingbird. Replacing, but not forgetting Penguin and Panda, with elements of the previous apparent in the new and improved.
An algorithm, in terms of SEO is a calculation/process that takes place as you search Google. The algorithm is used to generate the most relevant results based on your search terms.
So what has changed?
Previous versions of Google’s algorithm have concentrated on individual words in a search. The new Hummingbird algorithm looks at the search as a whole sentence, with meaning. The resulting pages that are generated should match the meaning of the search rather than individual words.
This is the first time the algorithm has been completely rewritten since 2001 so the SEO industry will have their work cut out re-designing pages and content to suit the new calculation.
What does this mean for SEO professionals?
SEO professionals are going to have to think about not only what a user wants from their search, but why they’re making that search and what type of content will best answer their query.
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