tag:econsultancy.com,2008:/topics/search-marketing Latest Search Marketing content from Econsultancy 2017-01-20T11:27:00+00:00 tag:econsultancy.com,2008:BlogPost/68724 2017-01-20T11:27:00+00:00 2017-01-20T11:27:00+00:00 Marketers plan Facebook audits following metrics faux pas Patricio Robles <p>More disturbing for Facebook is the fact that two-thirds of those surveyed indicated that they're questioning their Facebook ad investments.</p> <p>Advertiser Perceptions says that, outside of <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">Google paid search</a>, confidence in digital and social advertising platforms is well under 50% and, as it relates to Facebook, advertiser concerns may be largely due to <a href="https://econsultancy.com/blog/68332-should-marketers-be-more-concerned-about-facebook-s-video-metrics-faux-pas">a string of revelations about inaccuracies</a> with the company's ad metrics.</p> <h3>Move fast and break things</h3> <p>While Facebook says that those faux pas - which resulted in a number of metrics being inaccurately reported, in some cases by substantial amounts - didn't impact billing for ads, a number of companies <a href="http://www.mediapost.com/publications/article/293221/facebook-hit-with-new-lawsuit-over-inflated-video.html">have sued Facebook</a>, claiming that the errors influenced their decisions to invest in Facebook.</p> <p>Even if Facebook is successful in defending against the lawsuits, the company, which once popularized the mantra "move fast and break things," can ill afford to see an erosion of advertiser faith as younger competitors, namely Snapchat, more aggressively vie for social ad dollars. Even more importantly, if advertisers lose faith in Facebook, it could poison the entire market for social ads, driving advertisers to shift dollars to other digital channels.</p> <p>Indeed, Advertiser Perceptions says that among advertisers planning to up their spend with Facebook and Google, only 8% plan to up their spend with Facebook but not Google, while 36% plan to up their spend with Google but not Facebook.</p> <p>Of course, what's challenging and potentially problematic for Facebook isn't necessarily bad for advertisers. Few today doubt the viability of social ads but as social advertising reaches a greater level of maturity and advertisers have more significant experience and data behind their efforts, it is absolutely appropriate for them to start paying closer attention to and evaluating the efficacy of their campaigns.</p> <p>In many cases, independent audits are worthwhile, and as Facebook sees advertiser scrutiny increase, it might eventually be forced to relent and offer greater transparency, such as third-party tagging, which <a href="https://adexchanger.com/online-advertising/facebook-and-groupm-tussle-on-third-party-viewability-verification/">has to date been a source of tension</a> between the company and advertisers.</p> <p><em>To brush up your skills in this area, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide/"><em>Social Media Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/social-media-paid-advertising/"><em>Social Media Paid Advertising Training</em></a></li> </ul> tag:econsultancy.com,2008:RoundtableEvent/844 2017-01-11T17:14:16+00:00 2017-01-11T17:14:16+00:00 SEO <p>What are some of the new search considerations for 2017? This discussion will invite delegates to consider:</p> <ul type="disc"> <li>The continuing impact of mobile on SEO</li> <li>New interfaces/channels and their effect on search (chatbots, intelligent assistants, voice, instant apps)</li> <li>Performance considerations and site speed, including AMP</li> <li>Current challenges in SEO, both technical and organisational</li> </ul> tag:econsultancy.com,2008:BlogPost/68664 2016-12-23T11:57:29+00:00 2016-12-23T11:57:29+00:00 All the digital news stories you missed this week Ben Davis <h3>Holocaust Google search row</h3> <p>A Jewish heritage museum in Atlanta, Georgia has accused Google of profiting from Holocaust denial.</p> <p>The marketing director of the Breman Museum claims they are having to pay Google up to $2 a click to prevent a neo-Nazi website from appearing as the top result for 'did the Holocaust happen'.</p> <p>Google has stated that it does not allow regular advertising on such terms, but the Observer newspaper managed to purchase such ad placements through AdWords.</p> <p><a href="https://econsultancy.com/blog/68547-how-advertisers-are-being-exploited-by-fake-news-sites/">Fake news</a> and contested facts have probably been the story of the year, as far as search and social goes, and this latest row again highlights the scale of the task that Google and Facebook face.</p> <p><a href="https://www.theguardian.com/technology/2016/dec/22/google-profiting-holocaust-denial-jewish-breman-museum">More from The Guardian</a>.</p> <h3>Zuckerberg creates Iron Man's Jarvis</h3> <p>Probably the biggest story this week came from Mark Zuckerberg's <a href="https://www.facebook.com/notes/mark-zuckerberg/building-jarvis/10103347273888091/">long Facebook note </a>detailing his attempts at creating his own version of Iron Man's Jarvis (an AI butler).</p> <p>The post makes for interesting reading. It's a genuine account of Mark's passion project, even if there are several Facebook products plugged throughout, and includes some reasoned thought on where we are with AI and the connected home.</p> <p>The PR team picked up on the post's success and got Zuckerberg to create a particularly wooden video to maximise publicity. At least, I presume it was the PR team's idea, though it could have simply been a bit of hubris from the creator himself.</p> <p>Either way, it worked a treat (over 20m views at time of writing).</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fzuck%2Fvideos%2F10103351034741311%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Falling in love with Alexa</h3> <p>Sticking with intelligent assistants, <a href="https://www.newscientist.com/article/mg23231045-700-how-we-fell-in-love-with-our-voiceactivated-home-assistants/">the New Scientist quotes</a> Daren Gill, director of product management for <a href="https://econsultancy.com/blog/68499-the-problem-with-voice-user-interfaces-like-amazon-alexa/">Alexa</a>, who says “Every day, hundreds of thousands of people say ‘good morning’ to Alexa.”</p> <p>A further half a million people have professed their love and more than 250,000 have proposed. Apparently, the most popular interaction is 'thank you'.</p> <p>Gatebox takes the concept of a relationship with an IA to its logical conclusion, with its $2,500 device featuring character Azuma Hikari. What it does for gender stereotyping is up for debate.</p> <p><iframe src="https://www.youtube.com/embed/nkcKaNqfykg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Ireland appeals against EU's demand for Apple taxes</h3> <p>Ireland has published a response to the EU's August demand that it collect $13.6bn in taxes from Apple (because its low rates amount to state aid).</p> <p>The nation argues that low taxes to attract investors is legal, and that the EU has no right to intervene.</p> <p><a href="https://www.theguardian.com/technology/2016/dec/19/ireland-appeals-eu-order-to-collect-13bn-in-back-taxes-from-apple">More from The Guardian</a>.</p> <h3>Amazon charters its own Christmas post jets</h3> <p>Amazon will deliver an estimated 220m packages in the US alone over Christmas.</p> <p>This year, a cargo jet dubbed “Amazon One” will be a major part of Amazon's logistics network. In the past six months, Amazon's use of cargo jets (it has leased 40 of them) has doubled, <a href="https://www.ft.com/content/86192508-c3f0-11e6-81c2-f57d90f6741a">according to the FT</a>.</p> <p>Amazon spent $4.2bn on shipping in the fourth quarter of 2015. 2016 will likely see that figure eclipsed.</p> <p>In the run up to Christmas, Amazon is chartering up to 19 flights per day.</p> <h3>@Jack takes a shellacking</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Blimey. The <a href="https://twitter.com/FT">@FT</a> pulling no punches in their review of the worst business people of the year. <a href="https://t.co/wC5vNgDV92">pic.twitter.com/wC5vNgDV92</a></p> — Anna Mazzola (@Anna_Mazz) <a href="https://twitter.com/Anna_Mazz/status/811686014666342400">December 21, 2016</a> </blockquote> <h3>Vice removes comments</h3> <p style="font-weight: normal;">Vice's redesign has sacrificed the comments section.</p> <p style="font-weight: normal;">In <a href="https://www.vice.com/en_us/article/were-getting-rid-of-comments-on-vice">an entertaining post</a>, Jonathan Smith explained the decision. Here's a highlight:</p> <blockquote style="font-weight: normal;"> <p>Unfortunately, website comments sections are rarely at their best. Without moderators or fancy algorithms, they are prone to anarchy.</p> <p>Too often they devolve into racist, misogynistic maelstroms where the loudest, most offensive, and stupidest opinions get pushed to the top and the more reasoned responses drowned out in the noise.</p> <p>While we always welcomed your thoughts on how we are actually a right-wing mouthpiece for the CIA, or how much better we were before we sold our dickless souls to Rupert Murdoch, or just how shitty we are in general, we had to ban countless commenters over the years for threatening our writers and subjects, doxxing private citizens, and engaging in hate speech against pretty much every group imaginable. </p> </blockquote> <h3>Former Google employee sues</h3> <p>A former Google employee has brought a suit claiming illegal confidentiality rules at the company.</p> <p>Internal policies allegedly prohibit employees from speaking about illegal conduct or dangerous product defects.</p> <p>It is alleged a program called Stopleaks suggests that employees need to report on 'strange things' they see or hear around them and that employees are to be banned from writing 'a novel about someone working at a tech company in Silicon Valley,' without Google’s approval of a final draft.</p> <p>The suit claims that the policies amount to Google restricting employees’ rights to speak or whistle blow.</p> <p><a href="http://www.computerworld.com.au/article/611912/google-sued-by-employee-confidentiality-policies-muzzle-staff/?fp=16&amp;fpid=1">More from Computerworld</a>.</p> <h3>Uber pulls semi-autonomous vehicles from San Francisco</h3> <p>Uber is moving one of its semi-autonomous vehicle trial from San Francisco to Arizona.</p> <p>The move comes after Uber has been arguing with the DMV and state attorney general about the definition of an autonomous vehicle.</p> <p>California defines one as having the capability to drive 'without the active physical control or monitoring of a natural person.'</p> <p>Uber has argued that because a driver and an engineer sit in the front and often take control of the wheel its cars escape the definition.</p> <p>However, threats of legal action seem to have warded off Uber, which had never obtained a permit for the testing. </p> <h3>Instagram apes Snapchat...again</h3> <p>Instagram has introduced a new feature akin to Snapchat geofilters.</p> <p>Stickers can be added to Stories and display location names, time, weather, and emoji. Seasonal graphics are also available.</p> tag:econsultancy.com,2008:BlogPost/68662 2016-12-23T10:06:08+00:00 2016-12-23T10:06:08+00:00 10 festive digital marketing stats from this week Nikki Gilliland <p>Oh, and don’t forget to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more!</p> <p>Here goes nothing…</p> <h3>Second week in December generates more conversions for online retailers</h3> <p>New data from Qubit has revealed the trends impacting online retail this Christmas.</p> <p>From analysis of 74m visits to 120 UK and US online retailers, it found that the third and fourth of December was the most popular Christmas shopping weekend for consumers to visit online retailers.</p> <p>However, the 10th and 11th of December was more successful overall, with online retailers converting a smaller number of consumers for slightly higher levels of revenue. Despite there being 5.51% fewer visitors than the previous weekend, conversion rates were 10.36% higher, with 0.92% more revenue generated.</p> <h3>Half of UK Christmas shoppers looking for last-minute bargains</h3> <p>According to recent research by SAS, nearly half of British consumers joining the Christmas shopping rush this week will be holding out for bargains.</p> <p>Despite the biggest discounting weekend of the year, Black Friday and Cyber Monday, already being behind us, nearly a quarter of UK consumers will be leaving it until the last week before Christmas to buy gifts. </p> <p>What’s more, with 46% of shoppers citing the economy as having the biggest impact on how they will shop for gifts this year, nearly half will be on the look-out for last minute bargains.</p> <p><img src="https://assets.econsultancy.com/images/0008/2630/christmas_shopping.jpg" alt="" width="650" height="433"></p> <h3>The impact of ‘Smart Christmas’ for marketers</h3> <p>Based on this year’s Black Friday sales, the Chartered Institute of Marketing has predicted that smart devices – e.g. health devices and virtual reality – will be the top selling gifts this Christmas.</p> <p>However, it has also indicated that while this presents opportunity for marketers in 2017 – it could also pose problems.</p> <p>When it comes to health devices, the CIM suggest that brands need to be wary of data handling, as 57% of consumers do not trust organisations to use their data responsibly.</p> <p>Similarly, despite the growing popularity of virtual reality – and the Oculus headset set to be a popular gifting option – marketers need to consider whether or not virtual reality is truly an appropriate way to engage customers, or whether they are just jumping on the bandwagon.</p> <h3>Nearly a third of influencers regularly promote charities</h3> <p>According to new data from Buzzoole, social media influencers are challenging the perception of younger generations by regularly supporting charities.</p> <p>It found that 28% of social media influencers regularly support charities on their channels, with 74% saying that raising awareness of the causes they care about was a key priority for them. Likewise, 87% said sharing their own personal experiences is important, while 61% agreed that helping people is a big factor in what they do.</p> <p>Children’s and cancer charities are the most popular charities to talk about, with 19% and 21% of influencers citing these respectively.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thank you <a href="https://twitter.com/Zoella">@Zoella</a> &amp; <a href="https://twitter.com/PointlessBlog">@PointlessBlog</a> for granting 5wishes yesterday &amp; to <a href="https://twitter.com/lolascupcakes">@lolascupcakes</a> for the fab cupcake workshop! <a href="https://t.co/s04ZeyA2qY">pic.twitter.com/s04ZeyA2qY</a></p> — Rays of Sunshine (@RaysofSunshine) <a href="https://twitter.com/RaysofSunshine/status/720207773586321408">April 13, 2016</a> </blockquote> <h3>Period between Christmas and New Year predicted for peer-to-peer shopping surge </h3> <p>Unwanted gifts are set to power a surge in online shopping between Christmas and New Year, according to new data released by eBay Advertising.</p> <p>In 2015, consumers were looking to snap up a bargain as early as Christmas Day, with “unwanted christmas present” being the most searched for item on eBay, dropping no lower than number two until 9pm that evening. </p> <p>If that is anything to go by, 2016 looks set to provide a similar opportunity for disappointed folk.</p> <h3>Amazon is the most valuable retail brand in the world</h3> <p>In a report on the <a href="http://www.kantarretail.com/brandz-top-25-most-valuable-global-retail-brands-20162017/">top 25 most valuable retail brands</a> in the world, BrandZ’s has named Amazon as the number one.</p> <p>With an estimated value of $98.98bn, the online retailer’s brand value has gone up by 59% year-on-year, outperforming others like Alibaba, Home Depot and Walmart.</p> <p>Though the list mainly features US brands, UK retailers Tesco and Marks &amp; Spencers were featured, coming in at numbers 15 and 24 respectively.</p> <p><img src="https://assets.econsultancy.com/images/0008/2628/Tesco.JPG" alt="" width="250" height="369"> <img src="https://assets.econsultancy.com/images/0008/2629/M_S.JPG" alt="" width="250" height="368"></p> <h3>53% of consumers happy to interact with brands on messaging apps</h3> <p>In a poll of 2,000 consumers in the UK and France, Kenshoo found that just over half are open to interacting with brands on Whatsapp and Facebook Messenger – as long as they can block brands they are not interested in.</p> <p>The study found that 51% of app users see messaging as faster and more immediate than email interactions, while 48% feel it is less hassle than speaking to a company on the phone.</p> <p>Another advantage of brands using messaging apps could be convenience for joint purchases, with 15% of consumers liking the idea of a group interaction to discuss travel research, for example.</p> <p>Similarly, finding information quickly is also a positive, with 33% liking the fact that messaging apps retain conversations, meaning there is no need to search through previous emails or notes from telephone calls.</p> <p><img src="https://assets.econsultancy.com/images/0008/2625/Most_used_apps.JPG" alt="" width="571" height="464"></p> <p><em>(Most used apps)</em></p> <h3>Black Friday results in growth rate of 22.9% in Novemeber YoY </h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index have revealed how retailers slashed prices throughout Black Friday weekend.</p> <p>The category which saw the sharpest drop in prices was electricals, with the average basket value falling to £119 in November – a decrease of 18.5% on the previous month and 22.7% from November 2015.</p> <p>Average basket values decreased in all sectors from the previous month, apart from home &amp; garden, resulting in a year-on-year growth rate of 22.9% in November.</p> <h3>Boohoo is the top brand for Facebook Live video in 2016</h3> <p>With <a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016">live streaming truly taking off in 2016</a>, Socialbakers has rounded up the brands whose Facebook Live videos performed the best.</p> <p>With 313,282 interactions, Boohoo’s black Friday giveaway comes in at the top spot, followed by the Body Coach’s Live Hiit, which generated 22,303 interactions.</p> <p>Here is the top five:</p> <ol> <li>Boohoo.com – <a href="https://www.facebook.com/boohoo.com/videos/1442411715776720/" target="_blank">Live Black Friday give away</a> (313,282 interactions)</li> <li>The Body Coach – <a href="https://www.facebook.com/JoeWicksTheBodyCoach/videos/1064153536991915/">Live Hiit</a> (22,303 interactions)</li> <li>Xbox UK – <a href="https://www.facebook.com/xboxuk/videos/10153935439346344/">Forza Horizon 3</a> (18,554 interactions)</li> <li>Oh Polly – <a href="https://www.facebook.com/ohpollyfashion/videos/927381400731700/">Online competition</a> (11,345 interactions)</li> <li>Chain Reaction Cycles – <a href="https://www.facebook.com/ChainReactionCycles/videos/10154549688487359/">Online competition</a>: Unior toolkit (9,343 interactions)</li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fboohoo.com%2Fvideos%2F1442411715776720%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Online searches for cocktails peak on Christmas Day and NYE </h3> <p>According to Equimedia, drinks and spirits brands should be doing more to capitalise on search interest in the run up to Christmas.</p> <p>From research of 39 separate cocktail types categorised by their main spirit ingredient, it found that searches for cocktail recipes are at their peak on Christmas Day and New Year’s Eve.</p> <p>However, with conversions unlikely at this point, brands should be engaging consumers as interest ramps up throughout the festive period – with the aim of inspiring them to stock up in advance.</p> <p>Equimedia has also highlighted the dominance of major brands, with Smirnoff Vodka outranking all other types of vodka, and Jack Daniels doing the same for whiskey. Despite this, the rise in popularity of artisan gin shows there is opportunity for smaller brands, with Sipsmith now within striking distance of Gordons Gin as the most-searched for in the cateogory.</p> tag:econsultancy.com,2008:BlogPost/68642 2016-12-16T15:00:00+00:00 2016-12-16T15:00:00+00:00 How machine learning has made Google search results more relevant Nikki Gilliland <p>According to a <a href="http://www.searchmetrics.com/knowledge-base/ranking-factors/" target="_blank">new study by Searchmetrics</a>, the move has paid off.</p> <p>Here’s a bit more info on RankBrain and what’s happened since it was introduced.</p> <h3>What is RankBrain?</h3> <p>RankBrain is an artificial intelligence system that uses <a href="https://econsultancy.com/blog/64743-predictive-analytics-machine-learning-and-the-future-of-personalization/">machine learning</a> to better understand exactly what people are looking for when they type a search query into Google.</p> <p>If RankBrain sees a word or phrase it doesn’t understand, it can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly. It can also update itself over time, applying its conclusions about how and why people search to future results.</p> <p>In other words, it is designed to decipher complicated, vague, or poorly worded long-tail queries to deliver exactly what the user is looking for.</p> <p><img src="https://assets.econsultancy.com/images/0008/2454/rankbrain.jpg" alt="" width="500" height="476"></p> <h3>How has it impacted search results?</h3> <p><a href="http://www.searchmetrics.com/knowledge-base/ranking-factors/">Searchmetrics recently analysed the results</a> of 10,000 keyword searches on Google.com to better understand what high ranking pages have in common.</p> <p>Overall, the results show that search results are now more relevant than ever before. But even more interesting, it also concluded that the techniques marketers use to artificially boost their search rankings are becoming less effective.</p> <h3>Five things that prove Google is more relevant</h3> <h4><strong>1. Search results show greater semantic understanding</strong></h4> <p>According to Searchmetrics, higher ranking search results are significantly more relevant to the search query than those lower down, however, this is not simply based on an analysis of matching keywords.</p> <p>Now, search results show a greater understanding of the semantic relationship between the words in search queries and the content shown in results.</p> <p>While positions one and two tend to be reserved for top brand websites, those in three to six are said to be the most relevant.</p> <p>My own Google search confirms this, with the third result giving me exactly the answer I was looking for. </p> <p><img src="https://assets.econsultancy.com/images/0008/2455/Google_Search.JPG" alt="" width="600" height="674"></p> <p>Interestingly, the second result (which also answered my question) is from a lesser-known publication, confirming that relevance does indeed appear to trump even more recognisable sources.</p> <h4><strong>2. Word count is increasing on higher-ranking pages</strong></h4> <p>Searchmetrics found that while word count is increasing (due to results being more detailed and more holistic) - the amount of keywords is not.</p> <p>Again, this is because Google is trying to interpret the search intention, not simply match keywords. </p> <h4><strong>3. Bounce rates are rising for top ranking results</strong></h4> <p>Bounce rates are usually considered in a negative light, but when it comes to search results, a higher bounce rate indicates that Google is doing its job.</p> <p>In its analysis, Searchmetics found bounce rates have risen for all positions in the top 20 search results and for position 1 have gone from 37% in 2014 to 48%.</p> <p>This suggests that users are being directed to the right result, meaning there is no need to look or search elsewhere.</p> <h4><strong>4. Backlinks becoming less important for ranking</strong></h4> <p>As content relevance grows in importance, other factors like backlinks are becoming less so.</p> <p>This is also because of the rise of mobile search queries, with pages viewed on mobile devices often being ‘liked’ or shared but rarely linked to.</p> <p><img src="https://assets.econsultancy.com/images/0008/2456/Mobile_search.JPG" alt="" width="450" height="460">  </p> <h4><strong>5. Google is prioritising relevance over optimisation</strong></h4> <p>Finally, Searchmetrics found that the URLs for pages that feature in the top 20 search results are around 15% longer on average than in 2015. </p> <p>This shows that Google is better able to identify and display the pages that answer the search intention rather than merely displaying highly-optimised pages, with longer URLs more likely to be buried deeper within websites.</p> <h3>In conclusion...</h3> <p>With the introduction of RankBrain, there's no doubt that Google is taking AI and machine learning more seriously.</p> <p>According to CEO, Sundar Pichai, it is just the start. He recently commented that "be it search, ads, YouTube, or Play, you will see us — in a systematic way — apply machine learning in all these areas.”</p> <p>Undoubtedly, it could shape more than just search in 2017.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><em><strong><a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/" target="_blank">15 examples of artificial intelligence in marketing</a></strong></em></li> <li><em><strong><a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/" target="_blank">10 examples of AI-powered marketing software</a></strong></em></li> <li><em><strong><a href="https://econsultancy.com/blog/67384-how-machine-learning-is-changing-online-retail-for-good/" target="_blank">How machine learning is changing online retail for good</a></strong></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68623 2016-12-09T12:57:00+00:00 2016-12-09T12:57:00+00:00 10 juicy digital marketing stats from this week Nikki Gilliland <p>Don't forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further insight.</p> <p>Now, let's get straight to it.</p> <h3>British retail to gain a boost from ‘fly-in’ shoppers</h3> <p>According to lastminute.com, London stores are set to get a big boost from Spanish and Italian travellers this weekend, with many taking the opportunity to shop while travelling during Europe’s Immaculate Conception public holiday. </p> <p>Data suggests that that 11% of Spaniards and 10% of Italians that booked to travel through the site will arrive in London this weekend.</p> <p>Combined with the weak pound, this makes the UK capital the top destination for international shoppers.</p> <h3>Emails proven to be effective for prompting purchases after abandonment</h3> <p>Abandoned-basket emails are key to encouraging consumers to complete a transaction according to Experian’s Q3 Email Benchmark Report.</p> <p>It found that customers who receive multiple abandonment emails are 2.4 times more likely to complete a transaction than customers who receive only one.</p> <p><img src="https://assets.econsultancy.com/images/0008/2285/Experian_Report.jpg" alt="" width="600" height="441"></p> <h3>75% of retailers aren’t listening to customer feedback</h3> <p>According to the <a href="http://www.ecommera.com/retail-superhero/" target="_blank">latest research</a> from eCommera, there is an increasing gap between retailers’ perceptions of the customer experience and the actual reality. </p> <p>In interviews with 500 European retailers, 99% claimed to measure customer loyalty, but only 25% said they use customer feedback to do so. Instead, the majority rely on the number or value of purchases.</p> <p>Large businesses in particular appear to be failing here, with retailers that have a turnover of over £500m per annum claiming 38% of customers are ‘loyal’.</p> <h3>Eight in ten consumers find misleading business info from search</h3> <p>A new survey from Yext has revealed how critical inaccuracies in online business data is misleading consumers.</p> <p>In a survey of 2,000 consumers, eight in ten reported encountering incorrect information about a business when searching online, with 43% of consumers saying that this was not a rare occurrence.</p> <p>The research also found 65% of large UK businesses have incorrect addresses listed online, with 33% listing incorrect phone numbers. </p> <h3>Over half of minority groups feel under-represented in UK ads</h3> <p>The ‘Reflecting Modern Britain’ report by Lloyds has discovered that just 47% of consumers in the UK feel accurately portrayed in advertising.</p> <p>With just 19% of people featured in ads coming from minority groups, there still appears to be a lack of fair representation in the media.</p> <p>The report shows that, while disabled people represent 17.9% of the population, just 0.06% feature in the ads included in the study. </p> <p>Similarly, 0.29% of single parents feature in ads, despite the fact that they make up 25% of the population.</p> <p>Lastly, 35% of survey respondents feel the Asian community did not feature enough in ads, and 31% thought mixed race people were under-represented.</p> <p><img src="https://assets.econsultancy.com/images/0008/2286/Lloyds_study.jpg" alt="" width="740" height="511"></p> <h3>Local businesses prefer to advertise on Facebook </h3> <p>A new report by Borrell Associates has found that local businesses favour Facebook over any other social media platform to advertise.</p> <p>In a survey of 7,564 US businesses that had recently purchased local advertising, 84% now have a social media presence - a figure up from just 57% in 2011.</p> <p>From this percentage, 96% are on Facebook, with 80% having their own Facebook page and 62% buying Facebook ads.</p> <p>Just 51% of local businesses on social media have a Twitter account and 34% use Instagram.</p> <h3>31% of consumers use smartphones to click-through and buy from email </h3> <p>The DMA’s Consumer Email Tracker 2016 report has found that email remains the most-used medium for reaching consumers.</p> <p>Furthermore, 51% of consumers access emails with a smartphone. This percentage also rises to 69% for younger respondents, meaning that smartphones have overtaken desktop as the primary way for young people to access email.</p> <p>The report also found that 41% of millennials have two email addresses, with one often used as a ‘ghost’ account to screen marketing messages.</p> <p><img src="https://assets.econsultancy.com/images/0008/2287/Millennial_emails.jpg" alt="" width="560" height="750"></p> <h3>‘Chewbacca Mom’ is the most viewed Facebook Live video of 2016</h3> <p>It’s that time of year again, when brands look back at the biggest and most talked-about moments of the year.</p> <p>Facebook has just revealed the top ten most viewed Facebook Live videos, with ‘Chewbacca Mom’ taking the top spot.</p> <p>The top five include:</p> <ol> <li>Candace Payne: <a href="https://www.facebook.com/candaceSpayne/videos/10209653193067040/">Chewbacca Mom</a> </li> <li>Ted Yoder: <a href="https://www.facebook.com/tedyoder/videos/10153787061705895/">Soundscapes</a> </li> <li>Buzzfeed: <a href="https://www.facebook.com/BuzzFeed/videos/10155300775200329/">Countdown to the next presidential election</a> </li> <li>Atlanta Buzz: <a href="https://www.facebook.com/atlbuzz/videos/10155052739929832/">People are lining up to hug police officers in Dallas</a> </li> <li>NBC News: <a href="https://www.facebook.com/NBCNews/videos/1562519697101388/">Election results</a> </li> </ol> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2F10209653193067040%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>46% of millennials plan to Christmas shop from their smartphone</h3> <p>Catchpoint has revealed how UK consumers are doing their Christmas shopping this year, with younger consumers three times more likely to use their smartphone than older consumers.</p> <p>A big reason appears to be convenience and lower stress levels, with 42% of millennials saying that shopping on their smartphone would result in a happier Christmas gift shopping experience compared to just 29% of older shoppers.</p> <p>Regardless of age, Catchpoint also discovered that bed is the preferred location for shopping online, followed by a desk during a lunch break.</p> <p>Interestingly, a third of millennials also cite a <a href="https://econsultancy.com/blog/68560-five-compelling-reasons-to-offer-free-wi-fi-in-store" target="_blank">lack of Wi-Fi</a> as a reason they’d be put off from Christmas shopping in-store. </p> <p><img src="https://assets.econsultancy.com/images/0008/2288/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Facial tracking reveals John Lewis to be the most engaging Christmas ad</h3> <p>John Lewis’s ‘Buster the Boxer’ is officially the most engaging festive ad, according to the results of a Realeyes study which measures viewers’ emotions by tracking facial expressions.</p> <p>The study involved measuring the emotional reactions of 4,450 people who watched a total of 65 ads.</p> <p>Taking the top spot with 94.8% on the emotionally compelling scale was John Lewis, narrowly beating The Body Shop’s Jungle Bells, which scored 94.1%.</p> <p>While the latter was the highest scoring ad among men, the Robert Dyas’ spoof of the Buster ad was found to be the most engaging for women.</p> tag:econsultancy.com,2008:TrainingDate/3123 2016-12-05T08:14:53+00:00 2016-12-05T08:14:53+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:TrainingDate/3120 2016-12-05T07:43:04+00:00 2016-12-05T07:43:04+00:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification **HRDF Claimable** - Malaysia <h3><strong>Course Details</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Malaysia catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p style="font-weight: normal;">This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p style="font-weight: normal;">The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing.</p> <p>A special early bird rate of RM10,000/pax is applicable for participants who register one month before course date. (6% GST applicable)</p> <p>For more information and to register, please click <a href="http://www.clickacademyasia.com/classgroup/econsultancys-certificate-in-digital-marketing-google-adwords-certification-my/?id_class=868&amp;utm_source=econsultancy&amp;utm_medium=website&amp;utm_campaign=doublecert-my-aug2016" target="_blank">here</a> <a href="http://www.clickacademyasia.com/training/digital-marketing/certificate-in-digital-marketing"><br></a></p> <h4>For any queries, please call +65 6653 1911 or email <strong><a href="mailto:apac@econsultancy.com" target="_self">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:TrainingDate/3112 2016-12-02T05:34:05+00:00 2016-12-02T05:34:05+00:00 Search Engine Optimization (SEO) Marketing - Singapore <p><strong style="color: #000000;">Learn the Best Practices of SEO Marketing From UK's Top Digital Marketing Research &amp; Training Company!</strong></p> <p>This intensive 2-day course enables you to plan and build an organic search engine optimization (SEO) strategy. The right SEO strategy brings the right kind of visitors to your website, boosts online conversions and helps you stand out in the fiercely competitive online space. The course also gives you the latest updates on the increasingly tricky nature of SEO as search engine continuously innovates and online competition heats up.</p> tag:econsultancy.com,2008:ConferenceEvent/841 2016-11-17T05:22:20+00:00 2016-11-17T05:22:20+00:00 Digital Cream Singapore <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p>