Google has confirmed with Search Engine Land that it is now rolling out a new user interface and feature set around local reviews for hotels. Earlier this month, we saw Google begin testing new hotel reviews features, and now Google has begun to roll them out. (Source: Search Engine Land)
Taboola, the grid of content discovery that appears at the end of many online stories, is today giving publishers the option of using a continuous scrolling feed. CEO and founder Adam Singolda told me that this launch represents “a whole new Taboola. (Source: MARTECH TODAY)
The social networking apps like Instagram, Facebook, Twitter, and Snapchat have redefined the way people communicated through chat. The addition of several stickers has made talking more fun as well as there is an animation to express almost every feeling. (Source: Logicserve Digital)
Now, when you scroll through your Pinterest feed, video content will autoplay – previously, with Pinterest’s Promoted Video and Cinematic Pins, video content would move as you scroll, but not play as such, just shift in response to your movement. (Source: Social Media Today)
Google is expanding its local ad efforts and its store visits technology to video, allowing consumers to discover nearby retail outlets, leading to a direct path from a video ad to shopping offline. It will also help advertisers track the offline effectiveness of their video spends. (Source: Brand Equity)
Google is continuing to extend its audience targeting capabilities into Search. The company announced Tuesday that In-market audiences, currently only available for Display Network and YouTube campaigns, will be coming to Search campaigns. (Source: Search Engine Land)
In the purview of Snapchat adding the new search functionality for the stories, Instagram follow suits, and it is now giving the users the ability to search stories based on location and hashtag through their Explore section. (Source: Logicserve Digital)
Google stopped serving ads on the whole site that violates AdSense policies. Google will now remove ads only from a particular page that violates Adsense policy guidelines. Having said so, Google will impose Site level actions if needed. (Source: SEO in Short)
About 80 percent of all online advertising is now programmatic, a status that would be cause for celebration of technological progress in any other industry. But, as Barrett and other speakers pointed out, any other industry wouldn’t have brands wondering how much their ads actually cost. (Source: MARTECH TODAY)
Tech giant Google has just made some key announcements at Marketing Next – its annual event where the company unveils its latest innovations for ads and analytics with insights and trends across mobile, analytics, video and platforms. (Source: AFAQS)
EXPERT OPINION
Q.Influencer marketing is a big buzz word right now, how do brands measure their ROI?
Measuring the ROI of your influencer marketing activities mainly depends on the digital brief and the objective of the activity. Influencer marketing is here to stay, as per a report from ion.co 70 percent of teenage YouTube subscribers trust influencer opinions over traditional celebrities. These influencers play a vital role in the audience’s buying decisions. However, every brand should have their objective set. You can use any of the following goals to measure ROI:-
- If the goal of your activity is Visibility– 71 % of consumers are more likely to make a purchase based on a social media reference. Hence, it is vital to have social media and blogger influencers who also have a wider audience base along with Google Analytics on their blog. This will enable brands to know if the impressions are targeted well, along with the right communication tone
- If the goal of your activity is Engagement– 86 % of women turn to social networks before making a purchase. Hence, Influencer marketing also is a good tactic to engage with audience. The most vital aspect is cost-per-engagement. It can be measured in the amount spent per like, comment or video view or click through, etc. Engagement is a strong indicator of how consumers perceive the brand. This insight can be used to create brand loyalists in the long run
- If the goal of your activity is revenue – 51 percent of marketers say that video content produces the best ROI. Tracking revenue is quite easier than you think. These three ways can help brands-
- a)Use an Affiliate Link: The unique affiliate link will help you in tracking online sales that are made through either blog posts or social media platforms.
- b)Use a promo code: A custom promo code will help with tracking the impact of your campaign
- c)Use Google Analytics: Create an event to keep a track on user journey. You can see which of your customers visited your site (e-commerce) from an influencer’s social and blog platform
– Gaurav Chopra, VP, Internet And Mobile Association of India
