June 2019 News You Can Use

We know how it feels to have another school year wrap up and “summer vacation” make a sweet sound in our ears.

Of all the professions you could choose, digital marketing is one you can’t walk away from for long.

Things move too quickly.

Keep up with this month’s edition of Stukent’s News You Can Use:

  • Changes are coming in Google’s approach to consumer privacy. How will those developments affect advertisers?
  • Instagram is applying all the lessons from Facebook to make marketing fun and effective.
  • What do Google’s top execs and managers say about the future of marketing? Is digital marketing really dead?

TWO GOOGLE ADS BIDDING STRATEGIES ARE GOING AWAY

Topic: Online Advertising

Key Point: Google says the Target Search Page Location and Target Outranking Share bid strategies won’t be available after June 2019.

Campaigns set to use either of those strategies will automatically switch to Target Impression Share.

Why?

Google says Target Impression Share makes the other two strategies obsolete.

WHO ACTUALLY OWNS YOUR SOCIAL MEDIA CONTENT?

Topic: Social Media Marketing

Key Point: How much control and say-so do you actually have over your social media content?

Can you expect to delete it when you want? Is it still your stuff?

Stan Profy says there’s good news and bad news:

  • You own your social media content
  • But you may not be able to edit or delete it once it’s published

Profy’s article (complete with a handy chart) provides a quick, and perhaps, eye-opening look at the legalities governing your social media content.

Read it here: Do you give up control when you post?

CHOICE AND CONTROL IN DIGITAL ADVERTISING

Topic: Online Advertising | E-commerce

Key Point: You’ve heard rumblings in the news over user privacy. You likely saw Facebook’s CEO testify before Congress.

It’s Google’s turn to deal more stringently with the issue of online privacy.

In an article titled “Raising the bar on transparency,” Google Ads senior vice president, Prabhakar Raghavan, wrote that “the ad-supported internet is at risk if digital advertising practices don’t evolve to reflect people’s changing expectations around how data is collected and used.”

What will Google do about it?

Changes are coming to the Google Chrome browser and rumor has it advertisers may not like what they see.

WHAT IS THE BEST LENGTH FOR YOUR EMAIL SUBJECT LINE?

Topic: Email Marketing

Key Point: It’s not quite as old as the “Chicken or egg?” question, but it’s been around for years: What is the optimum length for email subject lines?

The funny thing about this question is the answer keeps changing to stay in step with current user preferences in a world going increasingly mobile.

An Aweber study found the most-opened emails had subject lines ranging in length from 21 to 40 characters. The average email subject line is just a little bit longer than that.

What should you do?

Aweber suggests either using really short email subject lines or really long ones. Otherwise, you’ll get lost in the crowd and your message may not be read.

INSTAGRAM KEEPS PUSHING THE MARKETING ENVELOPE

Topic: Online Advertising

Key Point: Facebook doesn’t care that Instagram is taking more and more marketing share — especially with younger users. After all, Facebook owns both platforms.

For advertisers, Instagram is getting increasingly appealing. New developments include a camera redesign with Create Mode — a tool meant to make post creation easier — AND shopping tags that allow celebrities to tag items they endorse and think you should buy.

ALSO SEE: New app features you should know about

5 RESEARCH-BACKED TIPS FOR VIDEO MARKETING

Topic: Digital Marketing | E-commerce

Key Point: Convince and Convert provides a string of stats about video marketing that will get your attention, then draws from current research to suggest ways you can get more bang from your video marketing buck.

Stats include claims like

  • 1200% more shares are generated by social videos than text and images combined
  • Marketers who use video receive 41% more web traffic from search than non-users
  • Video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness

Interested?

Get the tips. Then use them.

CAN E-COMMERCE SITES GENERATE ORGANIC SEARCH TRAFFIC WITHOUT BACKLINKS?

Topic: SEO

Key Point: If you’re thinking, “Here we go, another flamboyant headline making a ridiculous claim just to get attention” maybe you’re right.

Hamlet Batista may be laying it on thick for the brands he’s promoting, but he also introduces us to a fascinating series of YouTube videos by Google Webmasters.

Whether it’s to get the link to that YouTube channel, or to see how Batista can possibly claim you can build a strong presence without links on a system where links are a built-in part of the structure, check it out.

GOOGLE MARKETING LIVE 2019: THE KEYNOTE

Topic: Online Advertising | E-commerce

Key Point: Google’s string of hard-hitting speakers rocked the house at Google Marketing Live.

Phillip Schindler’s 15-minute welcome set the stage, then Prabhakar Raghavan, Sissie Hsiao, Anthony Chavez, Nicky Rettke and more Googlers passed the torch for almost three hours of solid Google marketing gold.

Stock up on popcorn, save an evening for Google, and get excited about the future of marketing,

ALSO SEE: Welcome to the End of Digital Marketing

How Will You Leverage This Summer?

Many digital marketing students will be working as interns this summer getting real-world experience and testing their skills.

Some are attending summer school, maybe trying to graduate a bit early or take advantage of the quieter campus to dig deeper into their studies.

On the other end of the stick are those who are sick of learning and look forward to a summer break.

Digital marketing may be the quickest-changing career on the planet. Take too much of a break, and you’ll be left behind.

Bookmark the Stukent Blog and stay informed.

BONUS INFO

The Future of Content Marketing and How to Adapt: Trends, Tactics, and Tools

How consumer needs shape search behavior and drive intent

How to Craft Meta Tags for SEO and CTR

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