November 25, 2013
Reload Round-Up (25th November 2013)
Here we summarise some of the big stories in digital marketing and pick out our favourite articles that we have read. Follow us on Twitter (@reloaddigital) for announcements of the next installment.
Hell Freezes Over: Google to Sell Facebook Ads
Author: Todd WasserMan
Date Published: 18/10/2013
Description: More of an alarming update for fans of Facebook for its uses as purely a social networking site – safe from the chase from companies trying get on-line sales transactions. Marketers will soon be able to access Facebook’s Ad Exchange inventory (allowing them to show remarketing ads on Facebook) via Google’s DoublelClick platform. Will this make Facebook ads more relevant to users or will it just add to the increasing annoyance of ads in the number 1 social networking site on the internet?
Who has 1 Billion Users and is About to Overtake Facebook?
Author: Steve Tappin
Date Published: 04/11/2013
Description: Which network has 1 billion users? And nope – it’s NOT Facebook, in fact, it’s a challenger to Facebook… This fascinating article not only gives a lowdown on the most popular social channels today (including often omitted platforms such as WhatsApp and Skype), but also gives some background on the little-known Chinese platforms of Tencent and WeChat that could be about to take over the world… quite literally.
5 Content Marketing Myths That Need to Die
Author: Salma Jafri
Date Published: 15/11/2013
Description: A great look at some of the misconceptions around content marketing – like ‘It’s cheap compared to other forms of marketing’, or ‘It can be handled by the intern’. Content marketing is at the core of all online marketing these days, and so it’s critical that companies have a well-thought-out strategy for who and how that content is going to be created. Because scrimping on it will only damage the brand in the long-term.
Google’s Zero Moment of Truth Meets The Ultimate Moment of Truth
Author: Brian Solis
Date Published: 19/11/2013
Description: A fascinating expansion on Google’s Zero Moment of Truth, or ZMOT concept (ie the moment a consumer first discovers a brand or product). Here, Brian Solis argues that there is also an Ultimate Moment of Truth, or UMOT, which comes after consumers have bought a product, experienced it and then share that experience with others (through forums or social media, for example). Solis points out that one person’s UMOT is increasingly another person’s ZMOT – and that brands must consequently think about the entire customer experience of their product, and close the gap between the promises sold and the reality of experience.
Why Obsessing Over One Keyword Could Sink Your Whole Site
Author: Ken Lyons
Date Published: 14/11/2013
Description: There is no room for single mindedness in Digital Marketing! Everything about the industry promotes an open mind and the willingness to try new things. This article highlights the pitfalls of obsessing over one ‘money’ keyword and the sense of ‘missed opportunity’ when adopting this kind of approach to SEO.