September Online Marketing Roundup
Another month has come to an end and that means that it's time for our online marketing roundup. Find out about everything you need to know here. Let’s see what have been doing the guys from Google, Facebook, Twitter and Pinterest.
Facebook Mentions and Live for Verified Profiles
Facebook has decided to give Mentions and Live Streaming to public figures with verified profiles to help them engage their followers and interact with their peers.
As a journalist or public figure with a verified profile, you can use Mentions to:
1. Report from the scene and interact with your followers live.
With Live, you can report from the scene, host a Q&A and connect in real time with your followers. Facebook has recently published some best practices to help you have a successful live session.
2. See what people are saying about you and the topics you care about.
Check out what people are saying about you and other topics you follow. You can also see what topics are currently trending on Facebook.
3. Post publicly or share with your followers.
Whether you’re sharing text, links, photos or something else, Mentions lets you choose the audience you want to share with. For example, you can share a post so only your followers see it in News Feed.
Google Launches Native Ads In Gmail To All Advertisers
Google has launched a new ad format in Gmail to all advertisers. These native Gmail ads are now available for all advertisers directly in AdWords.
From now on advertisers can manage native Gmail ads right in AdWords by setting up a Display Network campaign and creating a Gmail ads format in the Ad gallery. The ad has two main parts:
- The collapsed ad that users initially see that matches the look and feel of the Gmail inbox. Users can click on this to expand it and get more details.
- The expanded ad unit is triggered by a click on the collapsed ad. This is a full-page native ad that recreates the informational and visual richness of a landing page. After users click to expand, any subsequent clicks on your content are free, including clicks to save the ad to your inbox or forward it to others.
Facebook rolls out 360-degree video
Social networking giant Facebook will now support 360-degree videos for web and Android users, with iOS devices expecting the upgrade soon.
Primarily, the update will only be available to a select number of publishers, including GoPro, Vice and Discovery.
Facebook has announced the feature will be made available to a wider array of publishers in the near future.
Through desktop access, users are able to rotate the view by moving the cursor around the screen, while mobile devices manoeuvre as the phone is turned.
Twitter Going HTTPS on October 1st For New Links Only
Twitter is the latest major website to go HTTPS, although its taking a somewhat different approach. A member of Twitter’s development team published a thread on the Twitter Community forum late last night outlining the company’s plans for HTTPS.
While sites like Reddit and Wikipedia have recently gone HTTPS site-wide, Twitter will only utilizing HTTPS on new outbound links. That means if you share a link on Twitter after October 1st it will be wrapped in: “https://t.co”.
This allows Twitter to securely send visitors to the intended destination, even if the destination page is not an HTTPS link. This will increase the length of URLs going forward — you will have one less character to work with when writing a tweet that contains a link.
Another issue this causes is tracking referral traffic to non-HTTPS sites. Twitter explains that non-HTTPS sites may notice an apparent decrease in referral numbers from Twitter.
Google Announces Customer Match: Upload Email Lists For Search, Gmail, YouTube Ad Targeting
Google is on the cusp of rolling out an anticipated and in-demand product feature in AdWords: the ability to upload and target audiences built from advertiser email lists.
Customer Match will let advertisers bid and create ads tailored to customer segments in search as well as with YouTube Trueview ads and Gmail ads.
Advertisers will be able to upload email lists manually or through the API to AdWords. Emails are matched against Google sign-in emails and anonymized.
Pinterest Reveals Its User Numbers: 100 Million Monthly Actives
Online bookmarking site Pinterest on Wednesday announced it has crossed a major milestone: 100 million monthly active members.
The new milestone underscores the 5-year-old startup's ambitions of evolving from a bookmarking site into a go-to for discovering a range of products. In the past 18 months, Pinterest said it doubled its number of users, with 45 percent of them coming from outside the US.
Retail Email Marketing Is Changing, but Gradually
Email plays a prominent role in digital budgets—its share is second only to search. According to Forrester Research figures released in July 2015, email accounts for 14% of the total digital budget in the US.
A similar figure (17%) was cited by retail executives surveyed in March 2015 by eTail. In that study, email appeared to punch above its weight. While search accounted for 43% of marketing spend but only 38% of revenue, email's 17% of spend led to 24% of revenue.
In July 2015, Netta Kivilis, head of marketing at the predictive marketing platform Custora, reported that on average, 15% of its retail clients' ecommerce transactions were attributed to email marketing.
It's one of the biggest channels, and we know that for some of our customers, email is their top channel, driving as much as 40% of their overall revenue.
Rumors that young people have abandoned email notwithstanding, most US internet users, young and old, do interact with email marketing.
A December 2014 Listrak survey found that overall, 72% of respondents ages 18 and older opened and read promotional retail emails.
When breaking down the results further by age and gender, the most likely group to perform this behavior was women ages 35 to 44 (78%), followed by millennial males ages 18 to 34 (76%).
Twitter Dumps Share Totals In Redesign Of Tweet & Follow Buttons
The buttons will get a flat design, swapping the white background for blue. The tweet button will no longer show how many times a URL has been shared on Twitter.
The redesign, coming in October, was announced without fanfare this week in a post on the Twitter developers forum and swaps the buttons’ 3-D effect for a flat look that’s lately become a go-to UI choice for online platforms.
The background switches from white to blue and the text from black to white. The new look, which will be Twitter’s first changes to the buttons since 2011, is on the right in the image below: