Tomorrow marks 50 years since the broadcast of the first episode of Doctor Who. The BBC has been going to town marking the occasion and now Google is in on the act, transforming its logo into an interactive game featuring all of the Doctors and his most famous nemesis – the dalek. Read More
Tag Archives: Google
Actions speak louder than words. At a time when “big data” analysis is driving intelligence into customer behaviour and beginning to underpin strategy marketers are clamouring to gain all the relevant insight they can get to stay ahead of the pack. Advertisers are required to sift and make sense of customer data coming in from dozens more channels than they ever were before. Social and mobile usage has quickly begun to play a huge role in changing advertisers’ landscape, and the marketer’s day job.
We know from working with global ecommerce advertisers that Google is the dominant analytics player. According to research carried out by Econsultancy in 2013, 90% of advertisers use Google Analytics (GA), with 86% using the service to analyse site traffic and conversion KPIs; and 75% relying on it to track online campaigns. Paid search is an important part of the equation for advertisers without doubt – with 61% percent reporting that they use GA for pay-per click optimisation, and here is where Google can capitalise profitably on the control they have over the analytics marketplace.
An old myth about SEO that still persists is that it’s still about “keyword stuffing” your on-page content, hence the old joke: “An SEO copywriter walks into a bar, pub, public house, hotel, restaurant and orders a beer, lager, wine, whisky, drink”.
Imagine if every page, post, article, blog, report you read was written this way. It’d get annoying, irritating, infuriating pretty fast, right?
Google thought so too.
That’s why, year on year, they’ve been refining their algorithm with the ultimate goal of rewarding “natural” content located through “conversational” search.
I was going to write a post about Google using the forthcoming Arcade Fire album launch to promote its Chrome browser, and how it seemed a good way to get people to download Chrome if they’ve not bothered with it for awhile.
I’m one of those people, as it happens. I used to always use Chrome, sold on the argument that it was faster than other browsers. But then it wasn’t compatible with some things I needed to do, so I switched to Firefox and uninstalled it.
When it comes to search engine optimisation (SEO), it’s not surprising that many businesses are confused by the almost constant changes to Google’s algorithms, the flood of often-conflicting advice available online, and the seductive promises made by the many ‘SEO experts’ now in operation. It is also likely that a lot of business are still clinging to practices that might have worked a few years ago, but which are now ineffective, or even damaging their websites’ rankings in search results.
Earlier this year, Google released some important changes in their Gmail platform that strongly influence how Gmail users now interact with incoming emails. As Gmail is one of the top email services used globally, with over 425 million active users as of June 2012, these changes have important implications for brands.
The ‘Not so secret diary of an E-commerce Entrepreneur’ continues… Marketing’s Holy Grail edged a little closer, thanks to the work of academics Chris Nosko and Steven Tadelis, of the Universities of Chicago and Berkeley.
Together with Thomas Blake of eBay, they have been working on an answer to John Wanamaker’s 19th century lament; “half the money I spend on advertising is wasted: the trouble is I don’t know which half”.
Just over a week ago, Google bought up what, up until now, has been seen as a thriving, yet not hugely influential social network call Waze. A niche network of drivers who use the service to report traffic problems, and so help the community avoid jams, Waze is a fantastic example of real-time data driving genuine results for users. Google is to be commended for seeing the far reaching potential of such a technology, and almost prescient in understanding how real-time data can be used across the technology spectrum. Read More
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.
But for us the stand-out was game developer Jane McGonigal and her brilliant theory of using gaming to provoke positive emotions and increase connection.