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Digital Marketers Will Devote More Resources to Online Reputation Management in 2018

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Online reputation management is very necessary all of a sudden.

By MediaStreet Staff Writers

Businesses say they plan to allocate more resources to their online reputations in response to the growing popularity of social media and online reviews.

According to a new survey from Clutch, 40% of businesses will increase their investment in online reputation management (ORM) this year.

All this is due to the growing power of social media and third-party reviews sites, which impact businesses’ control over their online reputation.

Clutch surveyed 224 digital marketers and found that more than half of businesses (54%) consider ORM “very necessary” for success. As a result, 34% said they allocated more resources to ORM in 2018, and an additional 43% said they plan to hire a professional public relations or ORM agency in 2018.

Businesses already invest a significant amount of time observing their online reputation, Clutch found. More than 40% of digital marketers (42%) monitor their companies’ brand online daily, while 21% monitor their online reputation hourly.

According to public relations experts, businesses frequently monitor how their brand is portrayed online because they know even one negative media mention can quickly damage the public’s perception of their company.

“When people search for brands online, they tend to search for stamps of credibility,” explained Simon Wadsworth, managing partner at Igniyte, an online reputation management agency in the UK. “If potential customers find anything negative, that could end up being a significant amount of leads the business won’t get from people who are put off from using the service.”

Social media also has shifted the ORM landscape because it gives consumers free-reign to share their opinions and experiences quickly and frequently: 46% of businesses look to social media most often to monitor their online reputation.

By using professional agencies that have expertise in online reputation management, businesses can minimise losing new customers who may be dissuaded from purchasing their product or service.

To read the complete report, click here.

 

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Google unveils machine learning ad tool

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This story was delivered to BI Intelligence “Digital Media Briefing” subscribers hours before appearing on Business Insider. To be the first to know, please click here.

Google unveiled Auto ads, a new ad unit for AdSense, its ad placement service for publishers, to help publishers streamline ad placement on their pages.

Auto ads use machine learning to determine potential ad locations, types, and number of ads, while preserving the user experience, according to Google. Auto ads include formats like in-feed, display, and full-screen mobile ads, and can be integrated into publisher pages with a single line of code.

Auto ads are attractive to publishers for two key reasons:

  • They minimize the resources publishers spend on ad placement. Publishers don’t need to devote as much staff to optimizing ad placement on their pages, as Auto ads will use machine learning and analytics to “teach” the system where to best place ads in the future, according to TechCrunch.
  • And they can help publishers better monetize their content. Auto ads may cause publishers to test ad placements in areas on their pages they might not have tested otherwise, and this can result in higher monetization. For example, some publishers participating in the beta testing of Auto ads saw average revenue increases of 5-15%, per MediaPost.

Auto ads can positively impact publishers’ bottom lines, given AdSense is already used by tens of millions of publishers. Publishers are likely looking for additional ways to monetize their content amid Facebook’s recent News Feed tweak that de-prioritizes their posts, which could hurt publishers’ ability to generate ad revenue on Facebook.

Meanwhile, the release of Auto ads helps increase Google’s influence over the digital ad environment. Although publishers can always opt out of using the tool, Google gains control over the types and number of ads publishers implement when they do use auto ads. This can help in Google’s efforts to minimize the number of annoying ad experiences publishers serve, which can ultimately encourage users to keep browsing for content on the open web and not in the walled gardens of other platforms like Facebook or Twitter.

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Sourced from Business Insider UK

 

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How to Win at Marketing Using a Hashtag

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A travel company has managed to stir up a lot of viral traffic with their hashtag. Watch and learn, people.

By MediaStreet Staff Writers

What do a dream wedding in New York, an adventure through the mountains of Sri Lanka and a family’s search for their roots in Scotland all have in common? All saw a hospitality professional going out of their way to make or save someone’s trip. And a holiday booking company use this mushy sequence of events with a hashtag to fire up social media views and get a great repsonse from them.

Booking.com call themselves the global leader in connecting travellers with the widest choice of incredible places to stay. Established in 1996 in Amsterdam, Booking.com B.V. has grown from a small Dutch start-up to one of the largest travel e-commerce companies in the world. Part of The Priceline Group (NASDAQ: BKNG), Booking.com now employs more than 17,000 employees in 198 offices in 70 countries worldwide.

So, what are they doing with their social media marketing? They are riding hastags like a showjumper would a prize horse.

They have had some great success with their recent hashtag #BookingHero. They asked people to share their travel stories using the hashtag. The best story won travel prizes and big kudos online.

Following thousands of submissions via social media, Booking.com selected the three most touching and inspiring accounts of hospitality professionals going above and beyond to create unique and unforgettable travel experiences for their guests.

The customers were then flown back to say thank you to the person who saved their trips. Here are the stories.

 

 

The point isn’t the stories though. The point is that real people’s journeys made the hashtag come alive and generate traffic for booking.com. In fact, the call out for submissions via social media has been so successsful that Booking.com is now using the hashtag to extend the social media campaign with long-form video content that extends the #BookingHero message, with TV to follow.

According to recent research conducted by Booking.com across 25 markets in 2017, a personal connection is essential for many travellers with 29% saying that an accommodation feeling like home is key and 24% sharing that a welcoming host is a make or break factor during the first 24 hours of their trip.

Said Pepijn Rijvers, Chief Marketing Officer, Booking.com. “These stories beautifully demonstrate that an amazing trip is about more than simply finding the right destination or the perfect accommodation– it’s also about the people you meet along the way which truly make for an unforgettable journey. And that’s what travel is all about.”

And for the company, it is about finding the right hashtag and getting it to go viral.

 

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Uh-Oh. How Do We Mobile-Advertise to Gen-Z When They Don’t Like Their Phones That Much?

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Gen Z use their phones a lot, but are relieved when they are taken away. So how do marketers reach this age group if they have a love/hate relationship with their smartphones?

By MediaStreet Staff Writers

Members of Generation Z are relieved when placed in a situation where they are unable to access their smartphones for several weeks. This is according to a new study conducted by Screen Education, a non-profit organisation that addresses smartphone addiction.

The study involved participants aged from 12 to 16, who spent 2-4 weeks at Camp Livingston during the summer of 2017.  Because Camp Livingston does not permit its campers to bring smartphones with them, they are an ideal group for conducting research about refraining from smartphone use.

According to Michael Mercier, President of Screen Education, “Many children said they have become overwhelmed by their smartphones. They no longer can keep up with all their notifications, and they are burdened by the ‘drama’ they encounter through social media via their smartphones. Consequently, they were relieved to be separated from their smartphones because it eliminated that stress.”

This relief was reflected in a survey conducted with the campers after they had returned home.  The campers were asked the extent to which they experienced feelings of gladness and frustration from being without their phones. “A large number − 92% − experienced gladness, while only 41% felt any frustration. We had expected the opposite,” said Mercier.

When asked what their experience would have been like if they had been allowed to bring their phones to camp, campers revealed just how severe smartphone addiction is among their age group. “They almost unanimously admitted they would have spent the entire time on their phones,” recounts Max Yamson, Executive Director of Camp Livingston. “They said they would not have formed deep relationships with the staff and fellow campers, would not have connected with their surroundings and nature on the same level, and would not have engaged as much in recreational activities.”

According to Yamson, “The study shows that the campers were glad to have left their phones behind so that they could experience a deeper level of engagement.”

“The research also revealed a stunning insight,” said Mercier. “Many campers discussed the experience of face-to-face communication as though it were a novel one. They exhibited a sense of discovery at learning that face-to-face communication is far superior to screen communication when it comes to building friendships and getting to know other people.”

Yamson added, “One camper said that in four short weeks she got to know her friends at camp better than she knows some of her friends at home – because she mostly communicates with her friends at home through screens.”

Other key findings include:

  • 92% said it was beneficial to have gone without their phones while at camp
  • 83% considered having gone without their phones for several weeks to be an important life experience
  • 35% were successful at curbing their smartphone use after leaving camp
  • 17% tried to influence a friend to spend less time on their phone after leaving camp

The researchers plan to follow this study up with additional research during the summer of 2018.

 

Marketers trying to catch the attention of this demographic may need to think carefully about how they approach mobile advertising for this generation of digital natives. It’s another day in the life of modern media.

 

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Google ‘Freshness’ Algorithm May Still Cause Dips In Website Traffic

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Google challenges marketers all the time by changing its algorithm often. One change that occurred in early 2017 might still be affecting some marketers. iQuanti found the flaw after a large publishing site that averages more than 600,000 monthly visits lost 28% in organic traffic site visits from January to February 2017.

Companies experiencing unnatural dips in traffic might want to look more closely at Google’s Freshness Update, as put by Michael Bertini, an online marketing and search strategies at iQuanti. The algorithm is intended to address the increasing volume of data being made available by ensuring that the most recent data serves up in the response to a search query. And each time the update is made, Bertini says, marketers can experience a significant drop in traffic due to older content being hosted on their site.

“People are still being hit with the algorithm and don’t realize it,” he said, suggesting it could take years. “JCPenney didn’t get hit with their backlink building tactic for four years.”

iQuanti’s markets began to dig for a reason to explain why the site dropped in ranking, and began to break out the traffic for each page that lost significant amounts of traffic. The list came down to a set of 20 URLs. All were articles created prior to 2014.

After iQuanti’s marketers took down the old content and began repurposing it by adding new elements and republishing it, the site saw a lift in search ranking. The exact same content published with a more recent date ranked better for more keyword terms.

Then in May of 2017, the site got hit again with “Google’s freshness update” that caused a drop in traffic once again. This time it was for another set of articles that were published in 2014.

The test conducted on 20 URLs saw a 101% increase in traffic and an 80% increase in share when repurposed and republished.

The results also suggest that the maximum amount of traffic an article produces occurs during the first two months, and after this point it stabilizes. And the average traffic for the content created in 2017 drove 26% less traffic than in 2016.

So if there is a dip in search traffic to a website, marketers may want to dig into the site looking for Google’s Freshness Update.

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Sourced from MediaPost

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Google No Longer Supports the Meta News Keywords Tag

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By Matt Southern  

Google has revealed it no longer supports the meta news keywords tag, and hasn’t supported it for several months.

It wasn’t until Joost de Valk of Yoast asked Google’s John Mueller about the meta news keywords tag that we got any kind of official word.

Considering the tag hasn’t been supported for months, and the change is just being noticed now, it should be an indication of how many site owners used the tag on their news articles.

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The low adoption rate could be the reason why support for the meta news keywords tag was dropped. However, Google did not specifically say why support was dropped, so we can’t confirm this.

It will not do any harm to keep the tag on news articles, Google will simply ignore it like it does the regular meta keywords tag.

So if you have the tag in place already, don’t worry about it, just don’t go out of your way to add it to any future articles.

By Matt Southern  

Sourced from Search Engine Journal

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OpenX says Google’s Exchange Bidding has led to 48% revenue lift for publishers

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By Minda Smiley

A case study published by OpenX shows that publishers on its platforms using Exchange Bidding – Google‘s answer to header bidding – have seen an average yield increase of 48% in the 12 months since the two started working together.

In June, OpenX announced its status as a Google Exchange Bidding beta partner, but the adtech firm says it’s been partnering with Google since 2016 to “build a more transparent programmatic ecosystem.”

According to OpenX, more than 200 premium publishers are now receiving ads from the firm via Google’s Exchange Bidding, all of which it says have experienced higher revenue. OpenX says that the top 20 publishers experienced an average revenue lift of more than 130%.

“We built Exchange Bidding on a foundation of trust and transparency, allowing us to collaborate openly to create an efficient solution that increases publisher revenue and advertiser opportunity,” said Sam Cox, group product manager at Google’s DoubleClick, in a statement. “We understand that every exchange provides different value to publishers and advertisers and that’s why we’ve partnered with leading exchanges like OpenX, who are technically savvy, have a high bar for integrity, and are able to add value to the ecosystem, to help publishers get the most out of every impression.”

“We are thrilled with the progress we made in our partnership with Google in the past year towards bringing high-impact, high quality programmatic demand to publishers globally. Our partnership allows every demand source to compete fairly within the final DFP auction, representing the first truly unified auction capability the market has ever seen,” added Jason Fairchild, co-founder of OpenX.

By Minda Smiley

Sourced from THEDRUM

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High Impact Digital Marketing Tips to Sell More

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If you have a sales event coming up, like the end-of-season sales, then here are the tips you need to know.

By MediaStreet Staff Writers

The actual benefits of designing commercial strategies around events like America’s Black Friday or China’s Singles Day improve market platforms and strengthen the domestic economic market because it’s a great opportunity to encourage consumption and sales.

On Black Friday, for example, thousands of companies from different industries tag along with the commercial event and offer large discounts on their goods and services. However, competition is rife. An offer can lose its meaning when another company offers a better one, and what’s more, businesses must not only participate in Black Friday, but really know how to stand out and attract consumers.

So how do you as a marketer get your business to stand out?

Here are some tips from Adext. They deploy and optimise online advertising campaigns on Google, Facebook, Instagram and thousands of websites to increase the sales of SMEs that have limited resources for the activities.

1) Plan a strategy: It’s not enough to offer irresistible discounts on events like Black Friday… You need a promotion strategy with a clear action plan and execution dates. You must be clear on what discounts and incentives you’ll promote, how you’re going to put them across, the digital platforms you’ll use, who you’ll target, when and why. The what, how, where, when and why questions are key to developing any action plan. Come up with answers to them while always keeping the goal you want to achieve in mind. In this case, it’s sales.

2) Research your competition and make sure to offer something really attractive: You could offer a 10% discount, but if your main competitor offers 25%… You can imagine the outcome. If you want to take the lead, look at what they’re doing and ask yourself how you can beat their discount and/or add more value (without affecting your profit margins). You could give your prospects something of value like a gift for their loyalty, or an extra incentive for them to buy more. Also, don’t forget to let your imagination roam and build your offer or promotion around a creative concept.

3) Build Anticipation: Teaser campaigns are wonderful for building your target audience’s curiosity. Don’t reveal your discounts, offers or incentives too soon… Let your prospects discover what they are as anticipation builds. They should be interested and intrigued to find out what you’ll offer them on your sales event day. There are several examples of clever, catchy strategies where they invite their prospects to go to Snapchat to discover what the 10 star products reduced to €10 are.

4) Send your prospects emails: You can send a few emails before the big sales day (to build anticipation), and other reminders before the day arrives.

Here are three tips to make your email marketing campaign a success:

  • Make sure to add an attention-grabbing title or subject line to your email. An email subject line you see all the time, like “Check out our discounts!” will go unnoticed. But if you can entice the reader with something like “I don’t want to freak you out, but you’ll regret it if you don’t take advantage of this” will definitely pique their curiosity and make your open rates go up.
  • Once they open your email, there must be something of interest for them to look at and read… The body of the email must be pleasant to look at, and easy to read and scan. Use short paragraphs, bold letters, headlines, subtitles, vignettes, images, and of course: good copywriting.
  • Add a CTA (Call-To-Action), where you specify what you want the reader to do once they’ve read your email. For example, you might write: “Our discounted products will be available in store until we’re out of stock. We’ll be ready to serve you when you arrive” or “Buy your Christmas gifts NOW and make sure you don’t get burned in January”. This action-oriented copy should stand out on the page. And if you have an online store, add a link to it.

5) Take advantage of the power of social networks: There is no doubt that you need to be where consumers spend most of their time. Where’s that? In this digital world, it’s on social media. Join the conversation and interact with your audience. Include the most relevant hashtags (e.g. #Black Friday or #SinglesDay or #Summersales) on your posts, so that prospects looking for discounts and deals can easily find you.

6) Let digital advertising bring you the clients you need: Digital advertising no longer has to be complicated. And it can give you the results you’re hoping for. Adext is the first Artificial Intelligence platform in the digital advertising space that can automate the entire process of creating, managing and optimising your ad campaigns on Google, Facebook and Instagram.

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Are you a Tourism Marketer? Here’s What Travellers are Hashtagging the Most

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If you are marketing anything in the tourism game, this is what you need to know.

By MediaStreet Staff Writers

For those that are lucky enough to get away on holiday or go on an extended travel stint, we can predict what actvities you might be doing after a new study has been published by Hotels.com

The company have used a data-crunching bot to track what people are hashtagging the most on their sojourns. More than five million brags globally were analysed using a combination of Tweet data, Instagram posts and travel keywords and destinations mentioned on other social media. So here are the results.

Worldwide travellers are all about the culture: they enjoy musing around museums (300,000 brags), old-town charm (170,000 brags) and a spot of sunshine (130,000 brags), but they can also be found in floating restaurants, erotic museums and night markets.

TOP 10 GLOBAL THEMES

  1. Museum
  2. Rooftop bar
  3. Old Town
  4. Modern Art
  5. Opera
  6. Sunshine
  7. Olympic Games
  8. Cathedral
  9. Gallery
  10. Ballet

This travel bragging trend echoes the findings from the recent Hotels.com Mobile Travel Tracker report, which revealed that one in six travellers search social media before their trip to plan the photos they’ll take. And 56% of people surveyed admit to spending more than an hour a day on their smartphones while on holiday.

While travellers naturally brag about taking in the tourist hotspots and cultural offerings, more people than ever are sharing foodie ‘grams, shopping stories and luxe posts.

#Foodporn
You’re never more than an Insta-scroll away from #FoodPorn and the brag lists are brimming with culinary treats. Cakes in Stockholm and curry in Toronto spice up the brag lists, and New York steak and pizza both made the cut. Perhaps more surprisingly, enchiladas proved twice as popular as modern art in Mexico City, ice cream scooped 10% of all San Francisco brags and Jumbo Kingdom floating restaurant in Hong Kong took second place in the Hong Kong chart with more than 20,000 brags.

Shop ’til you drop
Shopping is a must-do for most travellers. Those visiting Paris brag more about the Rue Vieille du Temple, famous for its boutiques, than Le Louvre! Other top shop-spots included Bal Harbour in Miami, the Harbour City mall in Hong Kong, vintage shops in Melbourne and the stylish Cecile Copenhagen fashion brand made the Danish capital’s top 10.

Five-star luxury
When travellers check into a posh, luxury hotel they naturally want the world to know. The stunning 5-star Ritz Carlton in San Francisco topped the city’s brag list, the Four Seasons in Singapore proved brag-worthy and the Park Hyatt came in at number one in Seoul – most likely for its awe-inspiring rooftop pool.

Scott Ludwig at Hotels.com said, “Bragging about your travel experiences on social media has become the norm – if you didn’t get social kudos out of it, it didn’t happen!”

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Advertising in Fashion Magazines is Dead to us Now

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Now? Fashion brands are meeting with social media influencers directly.

By MediaStreet Staff Writers

Hundreds of NY Fashion Week influencers were invited to a party specifically held to put them in front of brands that want some of the spotlight. The party was held by a company called Influence, which connects brands and influencers. Together, they create social campaigns that expand visibility and engage new audiences for brands. The influencer gets paid, and the brands get to reach audiences that they might not be able to access using other methods. Welcome to the “now” of fashion and brand marketing.

Influence is a sister company to the already-successful operation called Newswire. Newswire currently have an online portal that publishes thousands of press releases every day. Journalists and influencers can go straight to company news, by keyword or subject search. This means that they can get their news directly from the companies, rather than have the interaction brokered through a PR agency. This renders the traditional PR agency almost obsolete.

The way the PR industry is changing is similar to the way that fashion magazines are going. Teen magazines and fashion publications are no longer the huge, powerful entities that brokered deals between brands/fashion houses and their audiences. Now, it is the online fashion influencers who have huge sway with their fans, and brands can contact them directly. This circumvents the hugely expensive fashion magazines, whose circulations are falling dramatically.

As an example, a top YouTube fashion influencer is Chriselle Lim. Her channel is growing at a breakneck pace. Her videos reveal how to transform basic pieces of clothing into stylish apparel. Chriselle has support from global brands such as Target and Estee Lauder.

The change in the way brands and fashion are marketed has been incredibly rapid. Fashion magazines? Pah. Now Facebook, Instagram, Twitter and YouTube are the place to put brand marketing spend.

But back to the party. The event hosted hundreds of NY Fashion Week Influencers at Manhattan’s chic Sixty Soho Hotel. Influencers and brands from across the globe arrived to share in networking and developing opportunities for campaign partnerships that strengthen an Influencer’s channel and widen content reach for brands. The party was also used to promote Influence.com itself. And it worked, because here you are, reading about this new company.

Said Director of Influencer Marketing, Magnolia Sevenler, “Whether you are an influencer or marketer, the Influence by Newswire platform provides a community to build your campaigns.”

According to Sevenler, the platform has been well-received from both marketers and creators for its simplicity and reach. “It’s exciting to see all the positive feedback…as we enter a new era of marketing, where micro-influencers can be rewarded for their passions and brands can reach new untapped audiences.”

The company has plans to expand its network and add additional features to enhance users’ experience. And it is doing this all because the fashion magazine industry is destined for a papery grave. It’s time to move on, people, and bring your marketing spend with you.

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