Performics Weekly Digital Research Recap


Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team

United States

Performics Authored

-Yahoo! Axis’s Potential Impact on Paid Search, Organic Search & Display

  • Yahoo! recently announced its new light-weight browser, Axis, which is a plug-in to desktop browsers and a stand-alone app on mobile devices like the iPhone and iPad. It combines searching and browsing – populating instant answers and highly-visual previews as searchers type.
  • In the short term, brands that utilize SEO best practices for visual search are most likely to succeed on Axis.  Because searchers can preview pages before they click, a clearly-structured, eye-catching landing page is more likely to entice users (Axis is geared towards mobile—brands must have mobile-optimized websites!).
  • After Axis builds a user base, Yahoo! plans to incorporate paid search/display ads, as well as cross-platform (desktop, tablet, smartphone) targeting capabilities
  • Yahoo!’s Axis has the potential to change the paid search advertising landscape, especially on tablets.  However, Yahoo! must first drive user adoption.  In the meantime, brands should focus on mobile SEO best practices with emphasis on creating and optimizing visual content.
  • Read more on the Performics Blog

-How to Engage Tweens Online

  • Tweens are defined as being 8 to 12 years old, with a projected population of 23 million by 2020
  • The key for brands is to understand exactly how tweens want to participate across platforms and how they engage with their ecosystem of peers and branded content
  • Social – Tweens are constantly seeking new places to connect with friends.  These places include parent-approved social networking sites like Everloop, content creation sites like FashionPlaytes.com and video-sharing sites like KidzVuz.
  • Gaming –   Tweens spent 38 minutes/month in 2011 gaming vs. 78 minutes/month in Q1 2012
  • Mobile – 35% of girls aged 3 to 12 own a smartphone
  • In order to engage with Tweens, brands should focus experiences around educating tweens while keeping their parents involved, easing the struggle of policing tween activity online
  • Read more on the Performics Blog

Channel Insights

Social

-Online Shopper Poll: Pinterest users twice as likely to buy stuff as Facebook users. (Pinterest)

  • 59% of Pinterest users said they’ve already bought something they saw pinned on Pinterest
  • In comparison, 33% of Facebook folks said they’ve bought a product or service they saw on an ad, a news feed, or a friend’s wall
  • Nevertheless, 55% of shoppers prefer to share news about their online purchase via Facebook
  • That compares with 22% for Twitter, 14% for Pinterest, 5% for Instagram, and only 3% percent for LinkedIn
  • 98% of those polled said that online customer reviews are a major influence on their decision to buy a product or service
  • Read the full article here

-Brand Advocates: Scaling Social Media Word-of-Mouth (eMarketer)

  • Brand advocates – participants who use social media to not only interact with brand pages, but also to actively promote the brands, products and services they love
  • Many advocates on social media are younger, highly influential among their social circles, especially socially savvy and want to help others and provide advice
  • By leveraging connections with these everyday influencers, brands can amplify word-of-mouth online and increase engagement
  • Do this by: Providing great experiences, not just one-off deals; making brand advocates feel special and don’t ignore their advice or suggestions

-Google+ Unlocks the Power of Zagat With ‘Local’ Tab (Google)

  • Google+ rolled out a new ‘Local’ tool that allows users to share and find information about nearby place
  • The new “Local” tab encourages users to learn more about the places around them providing a Google+ page that will appear with photos, as well as Zagat scores and summaries, reviews from people you know and other information such as addresses and hours of business
  • Overall, local search also just got a lot more social for Google, as it has recently in a different way for Bing
  • Read the full article here

Search

Google Releases Penguin Update 1.1 (Google)

  • Google has just pushed out the first update to its recent webspam-fighting Penguin algorithm – Penguin 1.1
  • Google has described Penguin as an algorithm change that’s aimed at webspam and, more specifically, “sites that we believe are violating Google’s quality guidelines”
  • Because it’s an algorithmic change, Google said it wouldn’t consider reconsideration requests made via Webmaster Central, but it did setup a form for webmasters to use if they believe Penguin had hit their sites by mistake
  • Read the full article here

Mobile

Mary Meeker: Annual Internet Trends Reports 2012 (KPCB)

  • Mobile monetization has grown from 153% annually from $700 million in 2008 to $12 billion last year
  • The bulk of that revenue (71%) has come from app sales and only 29% from mobile advertising
  • Mobile traffic makes up 10% of all Internet traffic, with ample room for further growth
  • At the same time, mobile is commanding 10% of users’ media time but only 1% of U.S. ad spend last year
  • Internationally, Meeker is optimistic about the Japanese market, where companies like Gree and CyberAgent have seen mobile revenue ramp up quickly in recent years
  • The former, for instance, has seen its mobile ARPU quadruple from $6 in the third quarter of 2009 to $24 in the first quarter of 2012
  • Review the full report deck here

-Facebook is attempting its third effort in building a smartphone (Facebook)

  • Facebook seems well positioned in certain ways to enter the smartphone market
  •  It already has an entire operating system complete with messaging, calendar, contacts and video, and an immense app store is on its way with thousands of highly popular apps
  • There’s also that billion-dollar camera app, in the form of Instagram
  • Facebook also faces hurdles: Facebook, which has had a contentious relationship with Apple, is still not integrated into iOS; Facebook would not necessarily challenge Apple, but rather Facebook vs. Google, which makes the Android operating system, with both companies going after a huge number of buyers of lower-priced smartphones
  • Read the full article here

Holidays

Back-to-School

The new shopping holiday: “Back-to-School Saturday” (NY Times)

  • The magazine Teen Vogue is ready to begin promoting Aug. 11 as a national day for back-to-school shopping
  • The August issue of the magazine, on sale on July 3, will have a back-to-school theme, and there will be additional content on teenvogue.com
  • There are plans for an iPhone app, called Teen Vogue Insider, timed for Back-to-School Saturday
  • Teen Vogue has two dozen advertisers taking part, like American Eagle Outfitters, Express, and H&M, all of them reliant on the back-to-school season for revenue
  •  Back-to-School Saturday represents an “opportunity to get out in front of this key audience  and  gives shape and focus to something that’s already existed, elevating it, event-izing it and celebrating it”
  • Read the full article here

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