Rafael Sangiovanni|Oct 12, 2016

In the realm of digital marketing, news and trends are always changing and shifting, which begs the question: What does this mean for marketers?

We’ll help you answer some of those questions with our ongoing Digital Digest. Starting now!

YouTube reaches more viewers 18-35 than primetime TV

A seismic shift – one that’s been a long time coming, really – is occurring in the world of TV, especially as the influence of mobile marketing continues to rise. Screens are getting larger and more people are getting comfortable consuming content on mobile devices.
Video is already an excellent communication tool for key messages, but even more critical than ever before. The move to mobile also presents more opportunities for marketing – but it has to done strategically and carefully to get the right ROI.

Google search wants you to stay on its turf

If you’ve searched for anything on Google, you’ve surely noticed how the search engine sometimes provides you with answers before you even click on a link. It’s representative of Google’s larger plan to be the search solution, not just the portal to other links with answers.

On mobile, Google is introducing more “info cards” into its search results with the hope that users will spend more time on SERPs (search engine results page). The cards take up a ton of valuable space on mobile search, presenting a challenge to many companies. Going forward, websites will need to be optimized to offer preferred images and answers to Google’s bots.

Facebook upgrades the power of Messenger

Facebook’s Messenger app has 1 billion users in its pocket, and the social network giant has been slowly trying to make it the center of more companies’ customer service communications.

The latest effort comes in the form of an expansion of ad units, wherein a click can also start a conversation with a brand rep who can offer discounts or other messages or rewards.

This level of automation on a social media level is a new frontier for brands, one that (in our opinion) is the bold move of a Breakout Brand, which dedicates itself to delivering good customer service where customers already are. Here’s what we mean.

Facebook inflates average video view duration

It was recently discovered that video views lasting under three seconds were not included in Facebook’s reported average, which skewed numbers and gave advertisers incorrect metrics when it came to video view duration.

While Facebook has been subject to a host of criticism for this, it should be clear that this does not diminish them as a video marketing platform. Nor does it leave a stain on any video campaigns you may have run for yourself or clients.

Here’s the thing: The correct, more accurate information is all provided by Facebook – you just have to know how to calculate it. Admittedly, this can be confusing and overwhelming, which is where rbb’s Digital Park team can come in and help.


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