Weekly Digital Digest


The Performics Weekly Digital Digest provides a recap of this week’s latest digital news. The news covered each week may vary, due to new trends and hot topics continuously emerging. United States Performics Authored

  • Performics POV: Elevating Retail Measurement
    • Performics has recognized an opportunity for retailers to elevate their retail measurement approaches through strategies like
      • (1) category-level optimization
      • (2) customer data integration and
      • (3) multi-channel attribution
    • Elevating retail measurement through category-level optimization, customer data integration and attribution will help you better allocate media weight between keywords and channels to maximize performance at the lowest allowable cost.
  • Google Carousel and the SERP
    • When the carousel appears at the top of the SERP the traditional map pack with local results is not displayed.
    • Carousel listings are technically not organic results, they link to a new SERP page when clicked. Because of this, a ranking is not assigned to your listing/location when appearing for a carousel result.
    • Performics believes this, however, emphasizes the importance of local SEO. With the addition of carousel, thumbnails images are even more valuable to local listings. 

Channel Insights Social

  • AdAge: Twitter is Developing Geo-Targeted Ads for Retailers
    • Twitter is planning to let brands show promoted tweets to people who open its mobile apps within close range of their stores.
    • Twitter will enable ads to be targeted to people who are near specific latitudes and longitudes and could be ready as soon as the fourth quarter.
    • It’s for marketers who are looking to drive up their in-store traffic with the carrot of a deal or a special, or just by tipping people off to their presence in the immediate vicinity.
  • Mashable: Facebook Working on a Flipboard-Like News Reader
    • Aiming to engage more mobile users, Facebook is working on a Flipboard-like news reader.
    • For Facebook, such a project would not only let the company become a sort of digital newspaper for readers on mobile, but also let the platform partake in more real-time discussions, a goal implicit in the company’s recent embrace of hashtags.

Mobile

  • eMarketer: Multitasking College Students Keep Multiple Screens on Hand
    • Nearly seven out of 10 surveyed college students between the ages of 18 and 34 owned a smartphone in 2013, up 14 percentage points from 2012.
    • 36% of college web users owned a table, up from 21% in 2012. And laptops reached 85%, after a drop in 2012.
    • The most popular activity students engaged in while watching TV was using Facebook or Twitter, at 63% of respondents.
    • Performics employees can access the full report here.
  • Forrester Report: Meet The Changing Needs Of Connected Customers
    • The participant journey has become more important than the “traditional funnel.”
      • Therefore, it is important to understand participant needs, expectations, and personalize content so it speaks to the individual.
    • Companies must adapt by delivering a cohesive set of interactions that match content, functionality, and a coherent brand personality to user expectations, tasks, and context across touchpoints.
    • Forrester notes that the rise of smartphones and tablets is just the beginning of a shift in the way people interact with companies. As new interaction models get added to the mix, measurement will become more journey and experienced-based and value will trump privacy concerns.
    • Performics employees can access the full report here.

Search

  • eMarketer Report: Advertising in the Moment: Real-Time Strategies for Paid Social Media
    • To be truly effective in real-time marketing also means moving more quickly with paid advertising. Effectiveness at real-time marketing means combining three marketing functions:
    • Insights – Monitoring real-time conversations in social media.
    • Content Creation – Making changes to the creative process to quickly take advantage of trends, discussions and memes.
    • Paid Media – Quickly delivering ads to boost organic content, reach consumers while they are in the purchase process or to coincide with current discussions and trends.
    • Performics employees can access the full report here.
  • WSJ: FTC Warns Search Engines to Better Identify Ads
    • The warning came in a letter sent to 24 search engines, including Google, Bing, and Yahoo, by the Federal Trade Commission’s bureau of consumer protection.
    • The letter states that “paid search results have become less distinguishable as advertising, and the FTC is urging the search industry to make sure the distinction is clear.”
    • The letter contained new guidance on how the search engines could use “visual cues, labels, or other techniques to effectively distinguish advertisements” so that consumers aren’t misled.
    • If search engines don’t follow such rules, the agency could open a probe into whether they are being “deceptive” to consumers under Section 5 of its enforcement authority, which could lead to fines.

Demographics Insights Millennials

  • Telefonica Survey: Reach Millennials Via Search, Social, Mobile
    • 57% of Millennials use search engines to find information on restaurants, nightlife, entertainment and services. Nearly as many (52%), however, said they also use social media as well.
    • About a fifth (22%) use peer-reviewed Web sites for information, while 19% visit critic-reviewed Web sites.
    • Regardless of what Millennials may be doing online, marketers that are trying to reach them need to remember the most important element in any campaign is relevance. For all the talk of one-to-one or one-to-many communications, an ad that isn’t relevant will not have any impact.

Thanks for your time! Planning &Strategy Team


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