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Global content marketing revenues soar by 14 per cent

Posted on Friday 11th of August by amy

Global content marketing revenues increased by 14 per cent to $28.1 billion (£21.7 billion) last year and are set to soar at a similar rate in 2017, according to the second edition of PQ Media’s Global Content Marketing Forecast. Branded mobile content, digital videos and social media were noted among the key drivers for the impressive growth figures.

PQ Media’s publication is the most comprehensive content marketing overview with a wealth of in-depth data and analysis for different segments of the now-vast industry. Overall, double-digit growth is expected for the foreseeable future, as the latest study forecasts revenues to jump by 14 per cent again this year due to heavier investment, the popularity of branded content and better optimised strategies and campaigns.

B2B remains the largest sector for content with revenues of $14.7 billion (£11.3 billion) compared to the B2C sector’s $13.4 billion (£10.3 billion), but the latter grew at … Continued

Instagram makes it easier for brands to track organic content stats

Posted on Wednesday 26th of July by aimee

Brands on Instagram will now be able to get a better snapshot of the performance of their organic content campaigns after the social media platform rolled out a new update earlier this week that surfaces a host of useful data and metrics in a simple and intuitive dashboard.

Marketers previously had to fire up Instagram’s mobile app to find out stats such as impressions, reach and followers’ demographic breakdowns for Stories, posts and other engaging content. Now, brands can tap into all of these insights through the Instagram Platform API, making it much easier to manage various social accounts within easy-access marketing hubs.

Instagram revealed in an official blog post that the range of enhanced stats will allow brands to optimise their organic content endeavours more effectively than before, when marketers had to largely rely on third-party tools and cumbersome methods to get the insights that they needed.

“The … Continued

Twitter remains “unmatched engagement platform” for brands, claims digital exec

Posted on Wednesday 5th of July by Jo Cook

Twitter offers brands the potential for “unmatched engagement” in the social sphere and has the Internet’s best audiences, according to digital expert Justin Marshall. The platform has fallen out of favour with marketers during the last two years, but it still has the potential to deliver incredible returns for those with the right campaigns.

Marshall, who is the Vice President of Partnerships at digital strategy agency Possible, claims that Twitter offers the best opportunity for brands to interact with customers, as many people still log in every day to learn about what’s happening across the globe and are generally receptive to messages and other information during their time on the platform.

Several statistics back up Marshall’s viewpoint. Half of Twitter’s users now follow brands, and 45 per cent are much more likely than users on rival platforms to post opinions about them. Also, 41 per cent write about services … Continued

Half of Fortune 500 brands now using Instagram

Posted on Friday 1st of July by Jo Cook

Half of Fortune 500 brands are now actively using Instagram, with Starbucks and Nike topping the charts for engagement with followers on the social media platform, a new report by TrackMaven shows. The analytics and software provider analysed more than 41,000 unique posts on Instagram from May  2015 to May 2016 as part of its research.

TrackMaven’s Fortune 500 Instagram Report: 2016 Edition aims to shine a light on how the biggest brands are using Instagram to broaden their reach. It found that 98.9 per cent of interactions with some of the largest corporations in the United States were made up of “double-taps” and likes, which indicates that the platform is geared towards engagement rather than feedback and personal conversations.

While Instagram’s core appeal is the use of filters to alter images and photos, almost 90 per cent of posts made by Fortune 500 brands did not use any of … Continued

Instagram unveils new business tools for brands

Posted on Thursday 2nd of June by aimee

Instagram has unveiled a range of new business tools to help brands and enterprises to boost their engagement with followers and find new customers. The social media platform claims that the arrival of analytic insights and business-specific profiles will enable publishers to “create more relevant and timely content.”

Currently, brands do not know how many people are actually viewing their news feeds when a video or photo is posted or engaging with content when using the Explore tab or visiting a profile page. This will now change with the introduction of “Insights,” which will provide businesses with actionable information on which posts resonate more with users.

Brands will now be able to track impressions counts for the posts they make and see a further breakdown of three key metrics for the content that was the most popular with users. The Insights tool will also track follower activity on an hourly … Continued

Apple planning to launch Siri-powered AI speaker

Posted on Thursday 26th of May by dave

Apple appears to be positioning Siri as the hub for a new era of “conversational search” after reports revealed that the company is building a standalone speaker device powered by the speech interpretation and recognition interface.

The report, published by tech news site The Information, says that a Siri-powered AI speaker similar to Google Home and Amazon Echo could be revealed at Apple’s annual developer conference next month. It also states that Apple will make Siri accessible to third-party developers and apps.

The move has been forced by growing competition from Amazon and Google and will see Apple commit to its original vision for Siri, which centred on its use as an intelligent hub for content, services and transactions from third parties. It is believed that the new device has been in development since last year.

Siri co-founder Dag Kittlaus believed that the interface would be the successor to traditional … Continued

Google rolls out product listing ads in image search

Posted on Tuesday 17th of May by aimee

Google has now officially rolled out product listings ads in image search to make it easier for users to find the products and services they want to buy in SERPs. The launch was announced alongside several other additions that aim to make search more useful for shoppers on smartphones.

Ads in Google image search were first noticed late last year, but they are only just getting an official launch. On mobile, the ads will now feature in a scrollable carousel format in a section above organic images. The new feature is part of Google’s Search Network, so PLAs will automatically show if marketers have their Shopping campaigns opted in to Search partners.

“Whether they’re looking for a new sofa or the perfect pair of earrings, people who search and shop on their smartphones at least once a week say that product images are the shopping feature they turn to most,” … Continued

Google Analytics custom segments

Posted on Friday 4th of December by Jo Cook

As with many online tools, Google Analytics can easily benefit from a little customisation to make sure that you are getting the best out of what it has to offer.

Custom reports, dashboards and segments can be created to make it easier to analyse data in different ways. Custom segments, in particular, can give useful insights into audience behaviour.

Examples

Google Analytics segments can be used to break down various pieces of data that you might find useful, including whether visitors arrived at your site using a mobile device, what country they were in, if the visit led to a conversion, and more.

There are “pre-loaded” analytics with a number of segments that can be used “off the shelf” and give options to categorise by visitor type, referrer or traffic source, physical location, the device or browser that was used, and more.

However, to learn information about something that Google … Continued

Early 2016 will see next big phase of Google Search

Posted on Tuesday 1st of December by Jo Cook

Google announced Accelerated Mobile Pages only last month, and now it has said that the new open source project will really make its mark early next year.

Similar to Facebook’s Instant Articles, the idea behind AMP is to make sure that webpages load quickly on mobile devices.

Vague details

Google did not give a specific date for the move but did say that it intends to share “more concrete specifics on timing very soon.”

With the company’s current high emphasis on the importance of mobile-friendly content, it seems likely that AMPs will benefit from a default ranking boost.

Google explained: “We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously.

“We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant – no matter what type of phone, tablet … Continued

Local ad targeting updates from Facebook

Posted on Monday 9th of November by Jo Cook

Local Awareness Ads from Facebook were launched more than a year ago, but now the company is updating the hyper-local service.

Facebook claims it is now “making it easier for businesses with multiple locations to create local ads for each store and also giving businesses more insight into the groups of people near their stores.”

Local targets

The focus on localising ad targeting can be just as useful for a large business with multiple locations as it is for a local company. The updates from the social media giant now mean that their ads feature dynamic copy that can change based on an outlet’s location.

Facebook explained the changes: “New updates to local awareness ads allow businesses using Locations for Pages – a tool for connecting and managing business Pages with multiple store locations – to use information from each of their Pages to add dynamic ad copy, links and … Continued