Digital Trends and Insights

Digital Trends and Insights

Published by Spinutech on November 21, 2019

November 2019

The world of digital marketing is constantly changing. It can be hard to keep up with all the latest trends and insights. Never fear! Our digital team with expertise in Account Management, SEO, Social Media & Influencer Marketing, Content Strategy, Digital Paid Media, and Web Design have sourced some articles we feel do a great job of sharing the latest and greatest information you need to know on a monthly basis.

General Digital Trends

It’s Time to Finally Ditch Your Slow-Loading Website

If you’ve been avoiding updating your slow-loading website for a while now, a new update coming from Google Chrome is not great news for you. Chrome, which is the most-used web browser by a long shot, just announced they will include a slow-loading warning to any sites that fall below their threshold for optimum site-load speeds. Users may be stopped with a warning about your slow website before they can even land on it. Not only does a slow-loading site reduce site traffic overall (and more with this addition to Chrome), a faster loading website can increase conversions by up to 2%. Timing for this is still TBD, but you know if Google’s talking about it, it’s coming sooner than later.

Kelly Eagle, Digital Account Lead

Holiday Marketing and How to Make it Work

How consumers are interacting with holiday offers — Black Friday, Cyber Monday, Thanksgiving, Presidents Day — is slowing, based on a recent analysis of an email study done by YES Marketing. In 2018, the conversion rate in a holiday-themed email averaged 6.1% in November and dropped to 3.1% in December. Black Friday email offers outperformed every other holiday-centric email with a 12% open rate.

Kelly Eagle, Digital Account Lead

Paid Search

Search Engine Land Unveils Periodic Tables of PPC at SMX East

Search Engine Land has released their long awaited Periodic Table of PPC. After SEL’s SEO Periodic Table was so widely used and recognized around the globe, it was time for a Master Guide to the Elements of PPC. The guide covers six groups or families: structure, campaigns, format, copy, bidding, and targeting. Elements are further divided by color code to differentiate between the level of control available to each element: manual, automated, machine learning-driven, and blended. Additionally, an icon is positioned in the upper right corner to portray the platform it is available on: Google, Microsoft, Universal (both), or shopping. This new guide is sure to be your new SEM best friend!

Ali Holtz, Paid Media Strategist

Amazon Ad Revenue Tops $3.5 billion in Third Quarter, Expecting Strong Holiday Season

Are Google and Microsoft at jeopardy of losing marketing dollars to Amazon? Amazon reports that their advertising earnings grew at more than 45% year-over-year and topped $3.5 billion in the third quarter. The company is optimistic it will have its best holiday season yet, but how will this impact Google’s and Microsoft’s earnings from brands and merchants? Amazon’s primary focus will need to be on keeping consistent ad relevance to the customers as the site uses machine learning to serve ads. 

Ali Holtz, Paid Media Strategist

Search Engine Optimization & Content Strategy

Google’s Latest Natural Language Processing Algorithm Update

Google has rolled out a new algorithm, named BERT. BERT is intended to help better understand the nuances and context of words in searches and better match those queries with more relevant results. It’s also used for featured snippets. Google said this change is “representing the biggest leap forward in the past five years, and one of the biggest leaps forward in the history of Search.”

Andrea Holdsworth, SEO Strategist

Google Will Ignore Flash Content on Websites and No Longer Index SWF Files

Google will stop supporting Flash later this year, which includes web pages with Flash content as well as SWF files. If an HTML page contains Flash content it will still be indexed, but Google will ignore the Flash components. If a page is built entirely with Flash (SWF files), then it will not be indexed at all.

Andrea Holdsworth, SEO Strategist

Content Marketing

10 Content Marketing Goals Worth Pursuing

Creating content provides a sense of accomplishment. “Look at all this content we have!” But when it’s not tied to business goals, it does little for you besides simply existing. Start with one of these 10 goals to put your content marketing to work for your business.

Jordan Bahnsen, Content Strategist

Style Matters: How Well is Your Copy Turned Out?

Most brands have a style guide. They lay out their logo specifications, font choices, color palette, and other important visual elements. And they end there. What about the copy — your brand’s tone, voice, and purpose? An editorial style guide is equally critical to ensuring consistency in your branding.

Jordan Bahnsen, Content Strategist

Social Media (& Influencer Marketing)

Instagram Begins Hiding Total Like Counts for U.S. Users

Instagram’s hidden like counts test has hit the U.S., shaking up a core aspect of the platform. Brands across the country are beginning to see this change take effect, a change that allows brands to view their own like counts, but prevents their followers from viewing a post’s total like count. A HypeAuditor study of global influencers reported a 6–15% drop in like counts following the test’s rollout. Brands will need to monitor their content’s results closely to understand how the test will impact their social content strategy.

Ben Vorwerk, Social Media Strategist

TikTok Tests Social Commerce

#LinkInBio just got a whole new home. TikTok has begun experiments allowing some users to add links to their profiles and videos, opening the door for brands and content creators to drive their viewers to sites outside of TikTok. Should this experiment be rolled out to all users, brands would be poised to capitalize on the ecommerce opportunities from the popular short-form video app.

Ben Vorwerk, Social Media Strategist

Conversion Rate Optimization 

SaaS CRO: What You’re Not Testing (But Should)

Many optimization techniques these days focus on top-of-funnel conversions such as emails and leads. This article talks more broadly about the retention aspect of conversion and makes a case for a higher level of focus and interest in making sure growth programs aren’t ignoring the customers they have for the customer they want. Some highlights:

  • Acquisition is two to five times more expensive than retention
  • You get 80% of your revenue from 20% of your customers
  • ROI of an existing customer is higher than the ROI if a new customer

Viv deBrauwere, Conversion Rate Optimization Strategist

Drop-Down Usability: When You Should (and Shouldn’t) Use Them

Drop-downs have become a very familiar interface input that most users will undoubtedly encounter at some point during a standard checkout journey. Deciding when to use a drop-down or when to use another input (radio button or open text field) can be tricky. TL;DR: Avoid drop-downs when there are more than 10 or fewer than five options.

Viv deBrauwere, Conversion Rate Optimization Strategist