Mobile first and fast on Google
Google’s promise to deliver the best possible service to users on mobile devices is ramping up with sites that are Accelerated Mobile Page enabled being given top billing in search results.
AMP has been trailed as ‘coming soon’ for several months, but is now live across Google’s network as they seek an quick-loading rival to Facebook’s Instant Articles.
AMP pages are being used by sites such as Tech Crunch, and the speedy loading system is also supported by WordPress for its sites.
Store visit tracker goes live
Marketing professionals always want to show the link between their activity and direct customer actions – now they are getting a helping hand from Google to prove it.
Google Store Visits will help brands show how online advertising drives potential customers in store. It uses identifiers such as a Gmail address to track once a user has been served with an ad, if they go in store, sign on to a store wifi network, sign up to a loyalty scheme or other actions.
Shopping to get snappy?
Snapchat is moving closer to offering a shopping experience on the platform with the start of direct response ads that are billed based on consumer actions.
From next month, app-install adverts will be sold on a cost-per-install basis. This will be followed by ads that link out to an advertiser’s site from Q3 of the year.
Both steps are widely seen as being the stepping stones to full-on shopping being available via Snapchat, a move that would excite brands desperate to market to Snapchat’s young audience.
FB emojis give brands more to like
Facebook’s new emojis that give users the opportunity to respond to posts with a Love, Haha, Yay, Wow, Sad or Angry symbols represent a major opportunity for brands.
Having so many options beyond a simple thumbs up will let brands who post on the platform gain a much better understanding of what their audience actually thinks of different posts, images, adverts, competitions, etc.
The variety of sentiments now on offer should definitely increase engagement, too.
This week we’ve been testing – The New Day
While it may seem strange to talk about a new newspaper in a social and tech-focused column, the arrival of Britain’s first standalone print title in 30 years is hugely significant.
For starters, the Trinity Mirror title that hit the stands for the first time on Monday has launched with no website, but with very active social channels. This is in keeping with the younger audience that The New Day is seeking to engage with and also in line with many arguments that say that the days of the brand website are over.
The New Day is using social channels to offer its audience a peek behind the curtain of the process of putting a daily paper together, to make the readers feel part of the decision making process. So, before launch for instance, they offered up to the audience a question they had been debating in editorial conference – should an image of Heidi Klum in a bikini make it into the paper? (the verdict was no, it shouldn’t).
When the title made it to the newsagents at the start of this week, it continued this ‘ask the audience’ theme. Its full page mission statement urged readers to give them a chance and to stick with them, while page 8 was left empty on day one, apart from a message to readers to send in comment and images to fill this page on future days.
It is certainly a different product from anything seen before – very light on actual news and heavy on features and comment, but since traditional newspapers are not attracting younger audiences any longer, who is to say this won’t succeed?
The proof, as always, will be in its digital engagement, print readership and revenues. Good luck to them.