The Complete Guide to Google+ for B2B Marketing [Infographic]

August 12, 2014

Guest post by Dave Landry.

Google+ seems to be an enigma in the social world, the quiet kid in the corner of the room that most are afraid to interact with. This is particularly so in marketing. But it doesn’t have to be that way. In fact, Google+ can be friendly and a resource with amazing results when a respective marketer learns how to utilize it in the right manner.

Google+ is all about visibility, exponentially so when it comes to B2B campaigning. Learning about Circles, Communities, Influencers and Authorship is the first key to G+ B2B domination. You’ll also need to be prepared to:

  • • Keep Up With Your Plus Stream
  • • Share Content Daily
  • • Reach Out to Influencers
  • • Use Google Hangouts
  • • Use Communities
  • • Monitor Follower Growth

Need more details? No sweat! This infographic below will have you on track to G+ B2B marketing success. Good luck!

Guide to article marketing with Google+

Dave Landry Jr.About the author: Dave LJ is a financial expert who also studies and writes about social media’s use in business and marketing efforts. He is very excited to contribute to Webbiquity.

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5 Twitter Strategies And Tools To Take Your Branded Account To the Next Level

August 5, 2014

Guest post by Logan Strain.

If you’ve invested the groundwork necessary to build a Twitter account, there’s nothing more satisfying than seeing it actually gain steam. Your best tweets get retweeted on a regular basis, you can count on discovering more followers every time you check in, and you can see that you’re developing a strong presence on a noisy platform.

Advanced Twitter tactics and toolsBut all accounts reach a level of stagnation if you use the same tactics over and over again. If you see your growth starting to level off, it might be time to shake things up a bit with new techniques.

How can you break through a Twitter plateau and take your account to an even greater level of success? Use these these five helpful Twitter tools and strategies to build upon what you have already established.

1) Improve Multimedia With Twitter Cards

A highly powerful yet underused optional feature of Twitter is the Twitter card. This feature, developed by Twitter, allows accounts to create media-rich experiences that can help you stand out in the mostly text platform. Accounts can use one of seven different cards in a single tweet.

  • • Gallery cards that display images
  • • Photo cards that include a single image
  • • Summary cards with a link
  • • Summary cards with images
  • • App cards
  • • Player cards which showcase videos
  • • Product cards

For example, if you want to show off a few different photos of a brand new product on Twitter, you can use the gallery card to display shots from several angles. Or you can use the photo card to add a large picture to your tweet when you link to your blog.

Using one of these cards increases click-throughs and engagement, since they make your tweets look so much different from those ones in your followers’ feeds.

While Twitter cards have been adopted by some major brands, they are still not used by everyone. To learn more, check out Forbes’ great comprehensive overview on this nifty feature and how to implement it.

2) Use Tweriod For Perfectly Timed Tweets

When you tweet can have a huge impact on how much engagement your tweets generate. While there have been some studies on the best overall tweeting time, every account is different. So how do you find a tweeting schedule that is perfect for your particular niche?

Tweriod is a powerful (and free) tool that can give you actionable analytics to supercharge your tweeting. The tool analyzes your tweets and your followers tweets, and lets you know what tweeting times give you the best results. With this information in hand, you can fine tune when you tweet using your tweet scheduler.

3) Experiment With New Hashtags

Hashtags, of course, are essential to getting attention on Twitter. If Twitter is one giant cocktail party, then hashtags are how you take part in a conversation. Most established accounts use a handful of hashtags, either ones directly related to their industry or market, or ones that have successfully garnered engagement in the past.

But if you keep using the same hashtags, you’ll keep getting the same results. Break out of your tweeting routine by exploring other hashtags to connect with. One easy way to brainstorm new hashtags you can try is use the app in Hashtagify.me.

Just enter your most common hashtags, and it will give you other common hashtags that are commonly associated with it. Now you have several more ways to connect with Twitter users with which you can experiment.

4) Create Your Own Branded Hashtag

There’s no reason why you have to use hashtags that are already popular. You can really break through by creating a hashtag of your very own. For example, to promote their “Share A Coke” campaign, Coca-Cola created the hashtag #shareacoke.

In promoting their breakfast items, Taco Bell joked that “Breakfast Burrito from a burger place? That’s like taking a T Rex to yoga.” They then encouraged other followers to create their own jokes in that vein using the hashtag #thatslike. Think of an interesting or funny way you can engage your potential customers with a clever and original hashtag.

5) Optimize Tweet Length

Since 140 characters is so short, many social media marketers take advantage of the full amount of space available with every tweet. But that strategy may overestimate the attention span of the users of the most hyperactive social network on the Internet. Some studies even suggest that the optimal length of a tweet is a paltry 100 characters.

Shortening tweets below Twitter’s limits has resulted in increased engagement for some marketers. Try your hand at extreme brevity for a week of tweeting and see if it has an impact in shares and favorites.

Never Stop Testing

How do you know you’re making the most of the time you spend building up your Twitter account? By consistently trying new things, and keeping what works. Any Twitter account can see steady growth if you simply maintain a steady and consistent tweeting schedule. But if you want to supercharge your growth, you’ll need to rethink your tactics on a week by week basis.

Logan Strain is a web content creator who regularly contributes to Instant Checkmate’s blog, a father, and a podcast addict. When he’s not browsing reddit, playing with his daughter, or binge-watching Netflix, he’s creating top notch web content. Follow him on Twitter @LM_Strain.

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17 Helpful SEO Tools and Tool Reviews

July 29, 2014

For nearly as long as there have been people working on search engine optimization, there have been SEO tools. The first tools handled only the most rudimentary tasks, like rank checking or keyword density analysis.

As search engine algorithms, and SEO professionals, have become more sophisticated over time, so have the tools. Today, there are (in many cases free, or low-cost) tools covering nearly every aspect of content design, on-page, off-page, and technical SEO.

Expert SEO tools and SEO tool reviewsWhich SEO tools are most helpful in conducting a site audit? Which tools are best for local SEO? For reporting and metrics? Competitive analysis? Social analytics?

Find out in this compilation of web tools and expert tool reviews from the past year and a half.

Helpful SEO Tools

PageSpeed Insights

This outstanding tool from Google evaluates the speed of both mobile and desktop access for any specified website, returns an overall score, and provides technical recommendations on for decreasing load time and improving site speed.

Site Explorer

A slick free tool that reports, for any full URL: linking domains, inbound links, most linked countries, most linked keywords, page rank of linking domains, and new links within the past 30 days. This one deserves consideration for every SEO’s toolbox.

Online Website Link Checker

One of the best free broken-link checking tools available, the Online Website Link Checker will crawl for and report broken links on up to 500 pages and three levels down on any specified website, optionally across a whole domain or only a specified subdomain.

Expert SEO Tools Reviews and Guides

Free and Useful On-Page Optimization Tools by Internet Marketing Ninjas

Ann SmartyOnline tools expert Ann Smarty presents five useful tools for on-page optimization from the SEO Chat free tools beta are, among them the On-Page Optimization Analysis Tool , which analyzes “everything from meta data to keyword use iysis/n content and link accounting. It then breaks this all down for you, so you can get a more thorough look at how well your page has been optimized, and how you can optimize it even more.”

SEO Report: How to Track Blog Performance on Google by Razor Social

Ian Cleary“To find out how likely it is that the blog posts you write will have an ongoing impact, you need to find out how well your blog content is currently doing. You can do this with an SEO report,” writes Ian Cleary; he then steps through the process of creating such a report using a series of tools, like SEMRush to discover what keywords your site ranks for, and Monitor Backlinks, which will “will email you every week with a summary of new and old links that changed in status.”

Free Local SEO Tools that Belong in Your Kit by The Moz Blog

Miriam Ellis provides detailed descriptions of more than a dozen helpful and free tools for local SEO, including the Generate local AdWords and keywords lists tool (much more helpful than Google Keyword Planner when trying to identify keywords with value in a specific geographic area) and the Free Local Analysis Google Places Tool, which, she writes, “Provides more rich data for local SEOs than almost any other free tool I’ve found!…I can also compare them to other local businesses using the tool.”

10 SEO Tools and Plugins You Need in 2014 by Web Content Blog

Gazella GayaThe English isn’t perfect, but the reviews are spot on. Most of the tools Gazalla Gaya reviews here are familiar (such as the outstanding WordPress SEO by Yoast, but a few are off the beaten path, among them HitTail (a fee-based long-tail keyword research tool) and the Virante AuthorRank tool for analyzing the influence of online authors according to Google ranking factors.

How Rich Snippets Work (And Tools to Generate Them) by SEO Chat

Ann Smarty (again) explains what rich snippets are, why they are important (“These little details are what causes your listing to ‘pop’ in a search, catching the eye of the user no matter what place on the first page you occupy”), and how to use specialized tools from SEO Chat to create specific types of snippets, such as the Event Rich Snippet Schema Generator to “show (event dates and times for quick reference.”

30 Awesome Free SEO Tools for Small Businesses by Search Decoder Blog

Matthew CapalaMatthew Capala offers links to and brief descriptions of two-and-a-half dozen free tools, from the the AdWords keyword traffic estimator and Übersuggest for keyword research to WidgetBox (a dynamic web widgets generator), Yext] for monitoring local SEO listings, and Visual.ly for creating infographics.

21 Best FREE SEO Tools for On-Page Optimization by Search Engine Watch
***** 5 STARS

Chuck PriceNoting the importance of providing the best user experience to achieve and maintain top search results, Chuck Price reviews more than 20 free tools for onsite optimization, for functions like keyword research, content analysis, technical SEO, schema creation, and image optimization.

Google SEO Tools: 7 Tools to Drive more traffic to your blog by Razor Social

Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g., Webmaster Tools, Keyword Planner) but Google Trends, advanced search commands, and desktop and mobile speed search: “When Google makes available a tool to test out the speed of your website and provides suggestion for improvements you know you should be paying attention to this.  When they provide similar for mobile you know you should pay attention to this also.”

15 Free SEO Tools For Evaluating Your Clients by Brad S. Knutson

Brad KnutsonThe obnoxious full-screen pop-up unfortunately prevents this from getting a five-star rating, but once your past that, you’ll find here an outstanding list from Brad Knutson of free tools for evaluating key aspects of SEO: technical SEO, content and keyword research, local search, inbound links, traffic estimates, and social analytics.

The 100 Best Free SEO Tools & Resources for Every Challenge – Interactive by The Moz Blog

Cyrus ShepardCyrus Shepard presents a huge, categorized list of completely free, free with paid option, and paid with free trial tools covering pretty much every aspect of SEO, from link research, rank checking and site speed testing to keyword research, link building and technical SEO.

A closer look at Google’s Webmaster Tools revamp by Econsultancy

Zoe-Lee SkeltonZoe-Lee Skelton provides a detailed look into GWT’s mid-2013 redesign, explaining the new navigation setup, what’s included under each heading, and new features, such as the ability to block pages: “You’re also able to request the ‘removal of URLs’ from Google’s Index if not already blocked in the robots.txt file. Use this feature if you have pages that you don’t want Google to find.”

3 Free SEO Tools for Auditing and Troubleshooting Onsite Issues by Search Engine Journal

Marc PurtellWriting that ” It’s not uncommon in today’s SEO landscape to wake up and find a sudden drop of organic search traffic and/or keyword rankings…By taking advantage of the intelligence that is available for free, brands with low budgets can recover from SEO issues,” Marc Purtell recommends using Google Webmaster Tools, Screaming Frog, and the BrowSEO Spider Simulator to investigate and help correct ranking loss issues.

3 Must-Have SEO Tools: 17 SEO Experts Weigh In by Powered by Search

Troy FawkesTroy Boileau reports on the results of asking several well-known SEO experts about their favorite tools: among the group, Aaron Wall (who’s produced some pretty awesome tools himself) likes different tools for different purposes, for example, “surface level metrics from Majestic SEO, Ahrefs & Open Site Explorer”; Brian Massey cites Google Analytics and AdWords, plus Visual Website Opimizer; and Heidi Cohen notes the value of WordPress and Flickr.

SEO On A Budget: 10 Free Tools by MediaPost
***** 5 STARS

Marc Purtell (again) lists 10 helpful free or low-cost tools to help with site analysis and optimization efforts, including Rank Checker, several Google tools, and Screaming Frog: “Screaming Frog is a free spider that…can help identify server errors, redirects, URI issues, duplicate meta data and much more.”

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23 Outstanding Social PR Guides

July 22, 2014

As noted in several of the posts highlighted below, the PR professional has changed considerably over the past few years. The audiences, topics, tools, and tactics employed in PR have evolved.

The PRiodic Table of Elements

Image credit: PRNews

Foremost among these developments is the shift from communicating primarily to a closely-guarded list of traditional “media’ contacts (editors and paid journalists) to working with an amorphous and expanding pool of influencers in specific industries and specialties: vendors, buyers, brand advocates, bloggers, freelance writer, peers, and others.

This shift has led to today’s emphasis on “social” PR. But it’s not merely about using social media platforms and outreach; as one of five pillars in the web presence optimization framework, PR now impacts SEO, content marketing, website design, and other marketing disciplines.

What role do press releases play in PR today? Are they still important for SEO? Is blogger outreach still an effective PR strategy? What are the best practices for social PR?

Find the answers to these questions and others here in almost two dozen noteworthy social PR articles, posts, and guides from the past 18 months.

Social PR Strategies and Tactics

What Brands Can Learn From @TODAYshow in 2014 by #SocialPR Chat

Lisa BuyerSocial PR expert Lisa Buyer writes about the transition of the TODAY show’s social media presence from awkward to awesome, and offers four related tips, including the importance of inspiring and training your own team first: “Brands of all sizes have the strongest army of brand advocates closer than they might think, with the right direction and structure – employees make the best brand cheerleaders.”

Why the News Release is Alive, and Well, and Thriving in the Wired World by Strategic Objectives

Deb WeinsteinDeborah Weinstein expertly explains how the news release have evolved over time, why news releases serve as a pillar of content marketing (news releases are “a tool we PR pros use to communicate with mainstream and social media journalists who share their stories, AKA “earned media,” with your brand or organization’s key audiences – be they consumers, stakeholders, shareholders, regulatory authorities, and/or, all of the above”), and what opportunities this creates for PR professionals today.

The Soft and Subtle PR Pitch of Content Marketing by Sword and the Script

Frank StrongThe brilliant Frank Strong says he’s “reached a point in my career where my best PR efforts aren’t made with a telephone or email, but rather with useful content that’s made freely available,” and explains six ways content marketing is invaluable for PR, among them “credibility” in the form of social proof as well as how “people, including the influential, look at us as individuals when they weigh a pitch.” Quality content and engagement matter.

Breaking PR: The Essential Elements of PR by PR News

Casysey-WeltonCaysey Welton showcases graphical “PRiodic Table of Elements,” which lays out “several important elements that a PR pro needs to consider on a day-to-day basis,” from the basics of jumaity, logistics, and budgeting through ethics, framing, media relations, and negotiation, in this quick-read post.

Why PR Agencies Should be Great at Social Marketing, But So Few Are by SocialSteve’s Blog

Steve GoldnerSteve Goldner explores why many PR professionals and agencies struggle to get results with social media, despite the fact that “PR companies are very well suited for driving social marketing success because their entire success is based upon relationships (and) relationships are what drive social success.” Among the reasons: PR professionals have traditionally carefully guarded their contact lists, and have historically dealt almost exclusively with professional journalists. The world has changed.

Forrester #CMO REPORT: Embracing Digital and Delivering Brand Experience by #SocialPR Chat

Carah Von FunkCarah Von Funk reveals research findings that “By 2016, Forrester predicts advertisers will spend more than $77 billion on digital marketing, more than they spend on television today and that interactive marketing…will comprise a full 26% of their total spend,” then presents four tips for marketers and social PR professionals to capitalize on these trends, including “CMOs need to take stock of this digital disruption and embrace it by working across departments to assess their digital readiness and identify every area their brand experience can be improved including messaging, actions and product.”

Guides to the Evolution of PR

You Know You Are in PR When… by B2B PR Sense Blog
***** 5 STARS

Wendy MarxThe awesome Wendy Marx provides an entertaining and video-rich look at how the PR industry has changed over the past decade. For example: “You knew you were in PR when you wined and dined a reporter over a 1 1/2-hour lunch with much camaraderie and laughter (while today) You know you are in PR when the reporter you previously worked with is now heading up editorial for a major brand.”

Quick Refresh on Untapped Opportunities for PR by Ishmael’s Corner

Lou HoffmanLou Hoffman offers “three thoughts for pushing out of the comfort zone and generating greater results” with PR, such as using tools like HARO and ProfNet to build lists of freelance journalists, because “As media properties have reinvented themselves to make the economics work, they have greater dependence on freelancers. Yet, many consider freelance journalists as second-class citizens when they deserve the same treatment as staff writers. In fact, one could make an argument for spending more time with freelance journalists since they’re NOT getting crushed with pitches and tend to be more open to input from PR.”

What’s Changed, What Hasn’t in Media Relations by Business2Community
***** 5 STARS

Jon GreerAcknowledging that “the news media has changed enormously in the last 10 years,” Jon Greer astutely details five characteristics of media relations that remain constant (e.g., “There are still hundreds of pitching targets: While the mainstream media sector has shrunk, online-only media and blogs have risen up to fill much of the void”) and five that have clearly changed (i.e., “There are fewer reporters and less space in traditional media outlets…Those that are left are being bombarded with pitches” – so your pitch to one of these individuals had better be exceptional).

Guides to the Intersection of PR and SEO

A Guide to Press Release Optimization by Business Wire

Acknowledging that “inserting targeted keywords with unnatural links is no longer a best practice for your organization’s communications plan,” this guide offers 10 alternative tactics for maximizing the SEO value of news releases, such as that Google’s Hummingbird update rewards good writing: “Focus on writing for humans and creating a good user experience, and Google Hummingbird will take note. Including relevant terms continues to be important, but they need to be in context with your story.”

Enduring Questions on Press Releases and SEO by Sword and the Script

While the days of using marginal-quality, link-filled press releases to game SEO are clearly over, Frank Strong (again)here explains why strategic, newsworthy, well-crafted news releases still do have SEO value, and supplies five tips for getting better search results from press releases, such as “Use multimedia (photos and video)…Multimedia is important for two reasons.  First because search engines return a blend of search results, or ‘blended search’…Second, because visuals draw viewers in…viewers will stay on page (with multimedia) for up to 30 seconds longer.”

7 Ways to Obtain “Unicorn” News Links to Your Site Using PR by iMedia Connection

Allison FreelandNoting that “PR and SEO are becoming converging marketing practices” (yes, within the context of WPO), Allison Freeland walks through “seven ways to obtain juicy links from news organizations to your website,” including press release distribution through the reputable news wire services; producing unique issue / research studies; and producing / distributing infographics (which “still have value”).

Guides to Influencer and Blogger Outreach

How to Find Niche Influencers in Google+, Twitter and the World at Large by Bruce Clay Blog

Chelsea AdamsChelsea Adams details half-a-dozen techniques for identifying influencers in any market segment or topic area, from checking out who speaks frequently at relevant industry conferences to finding authors on Amazon.com (“Are they on Twitter? Are they on Google+? Do they have a lot of followers?”) and using tools like FollowerWonk to analyze the key influencers on your key influencers.

GroupHigh.com – The “Blogger Outreach” Multi-Tool by Justice Mitchell

Justice MitchellJustice Mitchell writes a glowing and detailed review of GroupHigh, a tool that helps identify bloggers for outreach by topic (along with supplemental information about each blogger including location, associated/guest bloggers, Moz rank, and other attributes); analyze competitor blogs; and track and measure outreach campaigns.

The 10 best ways to pitch a blogger by ragan.com

David Meerman ScottAuthor and PR guru David Meerman Scott, who (not surprisingly) receives “several hundred pitches a week from well-meaning PR people,” offers 10 do’s and don’ts for getting the attention of influential bloggers, among them understanding that bloggers can provide coverage in multiple ways (“I might tweet about your product. Maybe you have a story worth adding to a book I’m working on, or including in a speech. Don’t limit yourself”) and not offering guest posts unless the blogger actually accepts them.

Bad Outreach Examples – How Not to Secure a Guest Blogging Spot by SteamFeed

Charlotte VarelaCharlotte Varela shares five examples of awful blogger outreach, explaining why each goes beyond ineffective to the point of offensiveness (e.g., “Rule number one of guest blogging – never talk about or ask about links in the initial outreach email! This clearly demonstrates that you’re after a link and nothing else”), as well as six helpful tips for maximizing your odds of success.

How to Find Key Online Influencers by MyBeak Social Media

Laura-Lee WalkerNoting that “Active web users create about 500 million impressions or data points on products and services per year, yet 80 percent of these user impressions were made by a mere 6 percent of users on social media,” Laura-Lee Walker explains how to use tools like Klout for Business and Traackr to identify and effectively engage key influencers in any realm to “get them sharing stories about your brand.”

Streamlining Blogger Outreach With Inkybee by Soulati-‘TUDE!

Jayme SoulatiThe smart and delightful Jayme Soulati explains how to use Inkybee, a platform that helps identify bloggers by topic or niche to facilitate blogger outreach activities. She notes that beyond just building lists, the tool also enables PR professionals to set up, track, and measure results from blogger outreach efforts.

Guest Blogging Guides

How Guest Blogging was Affected by Penguin 2.0 by AudienceBloom

Jayson DeMersIgnore the obnoxious pop-up here and you’ll find a helpful post from Jayson DeMers explaining how changes to Google’s search algorithm have impacted the value and practice of guest blogging, along with four tips for continuing to get value from this practice, such as focusing on content rather than links (“Google will begin to recognize mentions of a company or its website on other sites, even if that site isn’t directly linking to them. This is known as a citation, and is currently thought to play a major role in helping Google understand the buzz or importance of a particular brand”).

5 Tips for Guest Posting on Higher End Blogs by HigherVisibility

Amanda DiSilvestroAs Amanda DiSilvestro points out, techniques that work fine for obtaining guest-posting opportunities on smaller blogs don’t work with the large A-list blogs. She then steps through five tactics that must be approached differently for outreach to larger blogs, among them: “Take your time and form connections, and then use those connections. As with most things in business, who you know will come in handy. Authoritative blogs want to see that you have made connections to other important figures in the industry (or even in their specific company). If you can name drop, I highly recommend it.”

Guides to Creating Social Media Newsrooms

Why (And How) Brands Should Build Newsrooms by Contently

Shane SnowShane Snow publishes wisdom gleaned from his interview with former New York Times editor Neil Chase, regarding the value of buiding a brand newsroom (“Today, a business can create and distribute quality content that engages people…But creating content is a new skill for most companies, so it requires new capabilities and expertise. Building a brand newsroom gives the business control over its messaging and content — and the ability to create and distribute content quickly”), how it should be staffed, common pitfalls to avoid, and more.

The Social Newsroom – How To Make It Happen by MindJumpers

Jonas Klit NielsenJonas Klit Nielsen outlines “the ingredients you need to leverage” in creating an online brand newsroom, from (of course) your news itself (“The key is to catch the specific news that people talk about when standing by the digital water cooler that is the Facebook news feed…Just remember – the conversational topics must be in context with your brand”) and social behavior to understanding the creative skills required and measuring performance.

Brands with online newsrooms still lack SEO, content plans by Brafton

This post reports on research from Newsdesk showing that “98 percent of the world’s largest brands have their own online newsrooms,’ but also spells out how brands are struggling to keep content fresh, use relevant and high-quality images, and capitalize on the SEO potential offered by online newsrooms.

 

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The Future of Digital Marketing According to the Giants

July 15, 2014

Guest post by Clayton Wood.

Google, Yahoo! and Microsoft have been making acquisitions that could change the way digital marketing is done in the near future. What seemed to be objects of science-fiction books and shows are now being developed in the real world, and may be used for marketing. These companies have also made purchases that many people didn’t quite think were obvious, but perfectly made sense in hindsight.

But what do these purchases tell us about the direction digital marketing is going? Let’s have a look.

Digital Marketing will be about Heightened User Experiences

The giants are taking a page out of science fiction books to develop technology that will heighten and improve user experience. Virtual reality seems to be one of the hottest trends: Google has Google Glass, Facebook bought Oculus VR (which makes the virtual reality gaming headset Oculus Rift), and Yahoo! bought, absorbed, and shut down Cloud Party. These purchases forced Sony to announce Project Morpheus, their own take on virtual reality.

How Google, Facebook, Yahoo and Sony are changing the future of digital marketingThough these acquisitions don’t tell us much in terms of what exactly these giants have cooking, the firms have made generic statements about what they want to achieve, and these statements focus on heightened user experience.

We also know that whatever it is they are developing won’t materialize within the year—we need to give it a couple of years. We know one thing for sure: although they purchased VR gaming companies, the technological developments we can expect won’t be limited to gaming. These purchases tell us that real-time information delivery, social interaction, immersive content and improved ecommerce experiences are in store for us in the near future.

Take Mark Zuckerberg’s statement when Facebook purchased Oculus VR earlier this year:

Imagine enjoying a court side seat at a game, studying in a classroom of students and teachers all over the world or consulting with a doctor face-to-face — just by putting on goggles in your home.

This is really a new communication platform. By feeling truly present, you can share unbounded spaces and experiences with the people in your life. Imagine sharing not just moments with your friends online, but entire experiences and adventures.

These are just some of the potential uses. By working with developers and partners across the industry, together we can build many more. One day, we believe this kind of immersive, augmented reality will become a part of daily life for billions of people.

Data Tracking becomes a Strong Online Marketing Asset

We know how important data is to any marketing campaign, online or otherwise: without it, you cannot optimize the processes you have in place and improve the overall performance of your business. Google certainly knows this – their Webmaster Tools, Analytics and AdWords platforms belong to the most informative, readily available data tracking technology there is online.

It seems this year, they want to improve their platforms even further. They bought Adometry, a marketing analytics and optimization platform. Google explains that the acquisition “will build on the momentum of our existing measurement and analytics offerings, which include Google Analytics Premium as well as other products,” adding:

Attribution solutions, like Adometry’s, help businesses better understand the influence that different marketing tools — digital, offline, email, and more — have along their customers’ paths to purchase (http://goo.gl/tXTliw). This heightened understanding, in turn, enables businesses to measure marketing impact, allocate their resources more wisely, and provide people with ads and messages that they’re likely to care about.

This shows that digital marketing is likely moving to become more performance-based and accurately measurable. Data is becoming a strong online marketing asset, and marketers will likely devote a lot of effort and resources into analyzing and making the most of consumer data. Companies using performance models for growing channels, such as mobile and video, will soon be a common sight.

Human insights, combined with machine learning and real-time predictive analytics, will pave the way for easier, more data-driven marketing strategies.

Fun and Experience will be the Cornerstones of Most Marketing Strategies

In today’s ever-changing marketing world, it’s not enough to just get the attention of your consumers, you also have to give them something new—an experience. Consumers will be looking for something more than visually entertaining, they’ll want fun and experience.

Groundbreaking marketing creativity and innovation anchored on wearable technology and augmented reality can be expected. This will likely lead to digital marketing without boundaries; one that’s fueled by strategies focusing on fun, immersive experiences.

“Personal” Will Have a Whole New Meaning

Soon, it might not be enough for companies to just know what you want; they will likely also want to know when you’re most likely to want something. At the start of the year, Apple applied for a patent for a technology that would make inferences about the moods of people in real time.

“If an individual is preoccupied or unhappy, the individual may not be as receptive to certain types of content,” Apple explained.

Their solution? Figure out how a person is feeling at any given moment, and use that data to target content—or more accurately, ads—to be delivered at the right place and the right time.

Combining the technology on data tracking and analysis with the innovations in wearable technology, we can expect marketers to combine behavioral indicators—such as the rate of ‘likes’, comments, shares, the applications users open first, and the date, time, location and other specifics of their online interaction—with physical indicators tracked by a smartwatch or some other wearable gadget.

The word “personal” will have a whole new meaning, especially when it concerns digital marketing and online interactions.

Whatever updates and innovations may come, one thing is for sure: the digital marketing of today won’t certainly look the same as tomorrow’s. Companies clearly will be gearing for the future—are you?

How about you? What do you think is the future of digital marketing?

 

About the author: Clayton Wood is passionate about communicating the impact that technology has in online marketing. He is the Marketing Director of SEOReseller.com and managing partner of numerous successful online brands that offer white label SEO and other online marketing services. Clayton can be found on LinkedIn and Google+.

 

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