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This month we discussed all things marketing with a focus on updates in the digital space!  Invite List: Vocus, Australia's Coral Coast, Reliance Group, Bankwest, Barrett Communications, City of Armadale, Tourism WA, City of Perth, City of South Perth, Department of Water, FPQ Australia, MS Society of WA, Muzz Buzz, Pindan, Price Waterhouse Coopers, SKG Radiology, Tim Davies and Western Power. *Flexible and open to all members, with some interesting topics thrown in where required… Digital Marketing Seminar Why not come along and learn more about digital marketing! www.titandigital.com.au/event/2016-march-digital-marketing-masterclass/ Marketing Automation Some of the marketing automation options recommended by our members.
Instagram Scheduling Want to schedule your Instagram? www.latergram.me/ Google Displays 4 Ads! Google is now testing four AdWords ads above the organic search results… http://www.thesempost.com/google-testing-4-top-adwords-ads-above-search-results/ ‘If this ends up being released across all of Google’s search domains, it could be a game changer. The organic top spot would be pushed down one more spot, for those who are strictly getting organic traffic. But for AdWords advertisers, it does open up another premium ad position in the crucial above-the-fold area. So I suspect AdWords advertisers will be pretty happy with this test.’ https://moz.com/blog/four-ads-on-top-the-wait-is-over ‘On the morning of February 18, the percentage of top ads blocks displaying 4 ads jumped to 18.9%. As of this morning (February 23), that percentage has jumped again, to 36.4%. Of the 5,980 page-1 SERPs in our tracking data that displayed top ads this morning, here’s how the ad count currently breaks down.’  Facebook Reactions is Here! Facebook's redesigned ‘Like’ button is finally here! After months of testing, the update, which includes five new reactions — Love, Haha, Wow, Sad and Angry — is now readily available to all Facebook users. Considering how ubiquitous the "Like" button is, this latest update actually feels really intuitive (even if it may take some time to get used to the accompanying animations.) The reactions were the product of more than a year of experimentation and research from Facebook. "We totally understand that the Like button is incredibly iconic, it’s been doing great things for Facebook for the last seven years." The research team spent months conducting research and surveying users to hone in on what, exactly, was missing from the Like button. The biggest challenge and consideration (Which Zuckerberg has discussed at length) through it all though was finding sentiments so universal, they would be easily translate across all the countries where people use Facebook. Talking Points Have you been using reactions? What are your thoughts on the update so far?  Marketing has changed drastically. For example, 20 years ago, the marketing messages we received were all thrust at us via TV, radio, print, PR and WOM. The digital age and the rise of handheld tech has seen a drastic change in how people receive and interact with marketing messages. We no longer take these messages us at face value. For marketers, every one of these search moments is an opportunity to help shape the decisions your customers make. Whether we are shopping for hobbies or holidays, the internet has changed how we decide what to buy. Now, after the initial stimulus, users encounter multiple decision-making moments that Google refer to as the “Zero Moment of Truth,” or ZMOT for short. ZMOT was conceived on the back of a study conducted by Google in 2011. The study determined that the customer journey is changing:
The takeaway is that users are now actively conducting research, reading reviews, comparing brands, watching videos, talking to friends, and interacting on social media with brands to make decisions. All of these actions are happening in the ZMOT.  Uber Ordered to Change Google Search Results In another case which highlights the challenges the legal system faces when it comes to the internet, a Florida Judge has ordered Uber, to ensure that when someone in Gainesville, Florida, searches for “Uber Gainesville” (or something similar), a local company called Uber Promotions is returned as the first search result. While the US Judge was clearly trying to strike a balance, he ultimately failed to understand the problem at the heart of the issue-- controlling search outcomes.Uber Promotions owns a regional trademark which trumps the more familiar Uber in the local market. Uber Promotions offers transportation, ad agency, and event planning among other services. The company was able to show consumer confusion between the 2 companies. The court is seeking to prevent consumers looking for the local company from being directed to the Uber website. However, as Uber doesn’t control organic search, there’s basically no way for it the company “ensure” the desired outcome. The court’s order is near impossible to comply with, except possibly through Google AdWords — though top ad placement cannot be guaranteed either. The ultimate solution probably involves some sort of licensing agreement or lump payment which won’t implicate third parties such as Bing or Google. Talking Points What do you think about this ruling? What resolution would you have recommended? Google is Inventing a ‘Near Me’ Future  Google is encouraging users to uptake “near me” micro-moment, and they are autocompleting our searches in non-branded and branded categories. Micro-moments is a term term Google created, are they are explained as “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.” They occur when people start to look for things to do, things to buy, places to go, often by conducting a search on their mobile . Often, consumers are looking for answers near them (e.g.,“Deadpool movie time near me”). Google is making a compelling case for “near me” micro-moments through thought leadership such as a guidebook which demonstrate how many brands have succeeded by successfully focusing on the shift to mobile. Talking Points Have you heard of micro-moments? How are you trying to capture mobile searches?  Well, that's it for this month and I'm looking forward to the next Marketing Club.
Christina Marie Giuffré |
AuthorSharing informative hints & tips that are ‘right on it’!
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