Performics Weekly Research Recap


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

Hello Everyone!

Highlighted below are some emerging trends and insights from September 23, 2011:

United States

Channel Insights

 Mobile & Tablets

Google Wallet Launched on Sprint and Working with Visa, American Express and Discover. (Google)

  • For now, the Google Wallet is only compatible with Sprint Nexus S 4G and Citi-Mastercards and the Google Prepaid Card.
  • One unique feature is by using the Google Wallet’s “SingleTap” which allows users to combine their coupons, loyalty cards and payment method all with one tap.
  • One of the biggest opportunities for Google is Google Offers – An app to browse for deals, specials and coupons. 

Google+ Launches Search and Mobile Tools. (Google)

  • Entering keywords in the search query box now returns more relevant results geared toward people and posts, as well as content from around the Web.
  • In addition, Google added Handouts on mobile phones supported by Android 2.3+ devices with front-facing cameras.
  • Search marketers should view the search improvements in the social site as a precursor to Google launching a series of advertising tools for businesses.

The release should also catch the attention of search engine optimization professionals that will try to improve search rankings.

Search

Google to Add +1 Social Layer to Display Ads. (AdAge)

  • Google's Display Ad Network will have a +1 button, allowing participants to "like" an ad and share that endorsement to people they're connected to via Google's social network Google +.
  • This is going to drive better results for advertisers, more interesting, relevant ads to users, and more revenue for publishers from higher click-through rates.
  • In addition, marketers will be able to use "circles" to segment their users and create different marketing messages.

Harnessing the Power of Feedback Loops. (Wired)

  • The basic premise is simple. Provide people with information about their actions in real time (or something close to it), then give them an opportunity to change those actions, pushing them toward better behaviors.
  • A feedback loop involves four distinct stages: First comes the data, second the information must be relayed to the individual, third is the consequences and the final stage is taking action.
  • Feedback loops work in part, because it’s that feedback taps into something core to the human experience, even to our biological origins. Feedback loops are how we learn, whether we call it trial and error or course correction.

This affects search because Feedback Loops utilize real-time contextual analytics to showcase how well brands are doing online against their competitors. How fast is your website loading compared to your top competitors? Are you doing better at SEO optimization than your business foes? 

Social

Are We Measuring The Wrong Factors in Social-Media Marketing? (AdAge)

  • Many of the most widely used social metrics tools favor measurement of mass numbers of participants, rather than the quality of our relationships with them.
  • We need to be measuring the spectrum of participant activity with the brand:

From interest to purchase to advocacy — to understand what value our social media activity is creating at each stage of the participant lifecycle. It's not just reach and frequency, it's message resonance 

Facebook Turns Newsfeed into a Social Magazine to Highlight Big Pictures and Top Stories. (Facebook)

  • Users will see a newsfeed with the most important items since they last visited Facebook.
  • Facebook is also offering an alternate view, “Ticker,” one that will constantly scroll down a sidebar at the side of the page.
  • The size of photos displayed in the newsfeed will double.
  • The new changes to Facebook have angered many users as they complain that Facebook is a company that fails to listen to its “customers.” 

Season Events

Holiday

5 Holiday Shopping Tips for Search Marketers. (Search Engine Watch)

  1. Budget Plan: Look at last year’s peak demand weeks/days and figure out how you’ll invest your funds, and adjust budget caps, bids and targets accordingly.
  2. Mobile Strategy: Take advantage of mobile sitelinks as well as fund separate tablet campaigns within your search accounts.
  3. A Promotion A Day: Provide offers during key holiday shopping days.
  4. Holistic Approach: Work with all teams to drive shoppers online presence with the purpose of driving brick and mortar sales.
  5. Early Start…Late Finish: Google research tells us 71% of participants start holiday researching/shopping on or before October 5th.

-PPC Ad Strategies: How to Prepare for the 2011 Holidays. (Search Engine Watch)

  • Keyword Research – Keyword CPC’s increase quickly. Think through variations of keywords that people might be searching for and budget accordingly.
  • Search Experience – Research shows that for Cyber Monday the purchases participants are making are for things they weren’t planning on buying for more than 24 hours vs. Black Friday where purchases are a bit more planned out.

This means that how you leverage keyword selection, ad copy, and landing page experiences will influence participants to make purchases in real-time.

Thanks for your time!

Research Team

 

Additional articles:

7 Tips For Boosting SEO Of Your Facebook Page

Google+ Launches Search And Mobile Tools

Your Guide to Who Measures What in the Online Space

 


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