September
2
2015


Here’s Your TL;DR for This Week’s Digital Marketing News


This week in digital marketing news, Google shows off its “3-pack” local results box, we discuss audible vs. written content, we learn how to adapt to modern marketing, and we learn how to turn social data into revenue.

 

Google introduces “3-pack” local results box

Image courtesy of Search Engine Land

Google Shows Off Its Local Pack

Earlier this month, Google replaced its “7-pack” local results box with the smaller “3-pack,” leaving four local businesses out. A recent report from seoClarity showed that the 7-pack ranked in the No. 1 spot only 25 percent of the time, whereas the new 3-pack makes it to the top slot 93 percent of the time.

“Properly optimized local businesses now have greatly increased opportunities to gain visibility in a competitive space against larger brands.” – SEO Team

 

Spoken words versus written words

Image courtesy of Copyblogger

Is Audio Content Trumping Written Content?

Podcasts have recently become more popular, and this makes sense as they are a form of on-demand media. Listeners are able to consume content whenever they want and, more importantly, while they are also doing something else. Users maximize their content consumption by listening while they get ready for work in the morning, are stuck in traffic, are traveling, etc. However, you can’t count out written content so fast, as it makes up where podcasts are lacking. Written content, such as blog posts, provides you with information that is fun and quick to consume, and also includes sharable buttons and links.

“Podcasts are not replacing written content, much like videos won’t replace podcasts. Each content type, whether video, blog post, white paper, podcast, or infographic, has its purpose. Smart marketers know that and use it to their strategic advantage.” – Resalin Rago, senior content specialist

 

‘80s pinball game

Image courtesy of Inbound

#EvolveorDie

Do you have a perm? Are you wearing neon-colored fishnet gloves? Do you have a picture of New Kids on the Block in your locker? No, because it’s not the ’80s! As a culture, we adapt to modern trends. Companies need to be adopting this #evolveordie ideal as well.

Here are a few characteristics of old-school marketers:

  • Seeing everything through the lens of an ad campaign.
  • Creating marketing messages out of alignment with reality/truth.
  • Using gimmicks and promotions.
  • Treating social as an advertising medium.
  • Propping up agency business models with unnecessary client tactics: new logos, website redesigns, etc.
  • Obsessing over jingles and slogans.
  • Using terrible stock photography.
  • Integrating corporate-speak into marketing and PR copy.
  • Using advertising as an elixir to fix a terrible brand.

“Unfortunately, the world no longer consists of Super Mario Bros. and giant cellphones. Technology has advanced over the years, and so has marketing. Brands need to learn that adapting to change is crucial to remaining relevant. Make sure you are always being proactive and innovative so you won’t be left behind.” – Kristen Jones, inbound marketing coordinator

 

Turn your social data into revenue

Image courtesy of socialfresh

 

3 Easy Steps to Turn Your Social Data Into Revenue

In order to better understand your audience, you need to make sure you are using tools to capture the data of your social reach.

  1. Decide what you know.
  2. Dig into audience insights provided by social channel analytics.
  3. Use social listening tools to answer questions about your audience.

“It’s usually an uphill battle to prove the value of social media, but many don’t realize the invaluable insight you can collect from the massive amount of data coming from these platforms. Beyond just selling your product, you can gain a whole new understanding of how your customers and potential customers interact with your brand. With the right approach and a good tool, you can apply these findings like you would any market research–product development, campaign ideation, content curation, new market growth… you name it.” – Alana White, social media coordinator

 

 

 

 

 

For further reading, check out:

Google Shows Off Their Local Pack

Is Audio Content Trumping Written Content?

#EvolveorDie

3 Easy Steps to Turn Your Social Data into Revenue


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