Slowly but surely 2017 draws yet another month closer and a whole new year awaits. For now, though, it’s time to look back over this last month and take a look at what has unfolded in the online marketing world.
To start us off with a bang, Facebook has unrolled a few new features during October.
Firstly, they’ve updated how your newsfeed will prioritize stories to show you – their goal in mind was to improve the Facebook experience for people with slower internet connections.
This architecture also enables us to surface stories that have been optimized for your connection at the time of your session. For example, slow-loading content gets temporarily down-ranked while it loads because, before we show a story in your News Feed, we check to see whether the media in the story — the image, the video, the link preview, etc. — has been loaded on your device. If it hasn’t, we re-rank the stories on the client and prioritize those that have fully-loaded media.
In addition, videos might not play automatically when a user is offline or on a bad network. This change improves the consumption experience in emerging markets because people will see fewer gray boxes, spinners and incomplete stories.
Along with that, Facebook has also added a new tool in called the “call to action” button.
The “call to action” button is for on pages, where a consumer and click on it and do something, for instance: buy tickets, book an appointment, or even order food. It’s another direct button between business and consumer and will provide a way to make it an even smoother process for consumers to interact with your business.
It’s also been a busy month over at Google. They’ve announced they’re splitting their search index and prioritizing mobile – which isn’t surprising since so many people are using their mobile devices over their desktops these days.
With the announcement of an upcoming split of Google’s search index, the company is making an emphatic statement that mobile search is more important than desktop search.
Google prioritizing mobile over desktop sends a message that SEOs and site owners should do the same. At the very least, this means having either a mobile or responsive version of your website. However, that’s just the bare minimum.
Having a mobile-optimized website is not enough. Speed also matters — not just to Google’s ranking algorithm, but to users as well. According to Google, 53% of users will abandon a site or web page if it doesn’t load within 3 seconds.
The best way to optimize your site for speed is to publish content using Accelerated Mobile Pages (AMP) technology. If you’re not yet on board with AMP, I would recommend regularly checking on your mobile page speed using Google’s testing tool. Keep load times as low as possible.
Also at Google, right before the Christmas rush, they’ve dropped a ton of incredibly valuable information and statistics relating to consumers in their blog post called The Year of the Supershopper. If business owners take note, this could be a goldmine for developing an effective marketing strategy in the months ahead.
In the post they cover how consumer loyalty has dropped, and more people are willing to shop around and not commit themselves to any one brand or business. They also go over how so many shoppers use their mobiles and how people prefer quality products over cheap products.
Some adjustments at Bing Ads include a shared budget for over multiple campaigns, setting campaign goals, location targeting and performance estimates. For anyone who regularly advertises on Bing Ads, or who has been considering doing so, this is very promising news.
Keep up with the latest in marketing and more here, and ready yourselves for the last couple of months of 2016, before we dive full force into a new year.