Each week we bring you the top 5 digital marketing stories that caught our eye. This week in the weekly 5 in 5: Google’s Marketing Next Conference 2017, Pinterest changing the game when it comes to search and discovery, Google AdWords admits it’s too complicated for small businesses to use, Pepsi adds Snapcodes to millions of its products, and what Millenials really think about emails.
1. GOOGLE’S MARKETING NEXT CONFERENCE 2017
Google held their annual Marketing Next 2017 conference last week and announced a range of new updates including new AMP (accelerated mobile page) Landing Pages for Search Ads, new In-Store Conversion Metrics and Mobile-Local Innovations. We think one of the most exciting updates is Google’s new (free) Attribution tool. Imagine today’s complex customer journey, you could have a dozen touchpoints across search, display, landing page, social, video plus on site and on app. The hardest part has always been measuring the effectiveness or attribution of each touch point. You’ll now be able to measure each touchpoint across multiple channels across all devices- available to all advertisers at no cost. If you combine this feature with automatic bidding you can use this in real time to monitor and tweak your campaigns while they are live.
You can watch the full keynote speech here: https://www.youtube.com/watch?v=MmkRJqnQ2T8&t=24s
2. PINTEREST IS CHANGING THE GAME WHEN IT COMES TO SEARCH AND DISCOVERY
We know that most people search for things by typing a word into a search box, or even speaking words into a device, think Siri. But Pinterest is taking this one step further with their ‘visual search’ tool. How does it work? Visual search on Pinterest allows a user to zoom into an image and select one part of the image to search for related products. Imagine you see a picture of a room interior and you like the picture hanging on the wall within the image. A user can zoom in on just the picture and Pinterest will give you suggested pins that are either the exact item or like it. Pinterest has already learned to identify over 1 million objects and every time someone uses their visual search tool they just get smarter. This feature is now available to brands so there’s an opportunity for brands to appear in suggested pins when someone does a visual search on their product or products like it. The search tool can be accessed by clicking on the magnifying glass icon in the top right of an image, once you open the image to view full size.
As well as this ‘in-image’ search tool, users can now also search using the outfacing camera. Just take a photo of anything that you like and Pinterest will give you related items or even the exact same item in an image. You can access this tool by clicking ‘search’ and the camera icon in the top right hand corner.
3. GOOGLE ADWORDS ADMITS IT’S TOO COMPLICATED FOR SMALL BUSINESSES TO USE
Google AdWords has undergone a major overhaul after feedback from small businesses saying it was too complex to use. Google hit the road recently on a regional roadshow to showcase its newer more simplified Ad platform. Google Product Marketing Manager, Duncan McGrath said, “Over the last decade, AdWords has gone from a very simple platform to a very complicated platform for someone who is a busy small business owner, and for someone who isn’t a digital marketer, let alone an expert in AdWords.”
In recent research conducted by Deloitte, it was apparent that consumers are using technology more and more but businesses don’t necessarily know how to participate.
4. PEPSI ADDS SNAPCODES TO MILLIONS OF ITS PRODUCTS
Pepsi will add Snapcodes to their bottles and cans across the summer in the US to celebrate their cinnamon-flavoured range. The Snapcodes will allow access to exclusive branded geofilters, lenses and a mobile game within the app. What are Snapcodes? Like QR codes, Snapcodes are barcodes that can be read when scanned within the Snapchat app. Pepsi is one of the first brands to do anything of this scale with Snapcodes and this is also the biggest push on this platform for the brand to date as well.
“This is our attempt to move from brand as advertiser to brand as entertainer,” said Lauren Cohen, Pepsi’s director of marketing. “We feel that this is such a big opportunity to serve consumers in a way that they want, with something they’re already opting into.”
5. MILLENIALS LOVE GETTING EMAILS!
A new study by Campaigner has revealed that millennials are the most likely generation to engage with email marketing. According to the study, 22% said they are likely to open an email compared to just 15% of the other generations. While this is good news for marketers trying to reach this demographic through means other than social media, email inbox fatigue is still a concern so marketers should still think strategically about content and frequency.