Digital Marketing News #109

Weekly Roundup #109 – Voice Search, Fraud & Reach

We bring you five of the most interesting developments from the world of digital marketing, but before reading on – did you read last weeks edition? We covered the listening habits of millennials, how Gen X use YouTube and how to increase your customer retention. Once you’re up-to-date, scroll down for the following:




Fraudulent App Installations Cost $275 Million ins Q1

ecommerce mobile applications

App installation fraud is when an installation is recorded and paid for, but no real user has actually downloaded the app. This type of fraud rose sharply in Q1 2018, according to AppsFlyer, being particularly popular in apps that have a cost per install (CPI).

Shopping apps, with their CPI or with a broad reach, found themselves particularly vulnerable to fraud (40% higher than average) and these fraudulent installs cost $275 million in just the first 3 months of 2018. That’s massive. Be careful to check what you’re installing on your phone!


How To: Voice Optimisation

As voice search has become more and more popular, it is an important factor to add to your SEO strategy – so we bring you the two best best tricks for optimising for voice search…

1. Voice search requires more conversational language, so create question-and-answer pages (FAQs), or write an individual blog post that answers each of your customers potential queries. You can also do this by adding questions to your product pages, and there are some tools that are available which show the most popular questions in your field:

2. Local queries are very common on voice search devices, so to optimise on these local opportunities make sure to claim your Google My Business listing, add ‘near me’ phrasing to your pages (which has been shown to increase searches by 150%) and write descriptions that will show up in the local knowledge panel.


Google’s New Tool to Help Planners Plan

Google Adwords Blog

Google has introduced, Reach Planner, a new tool in AdWords that has been created to make it easier to understand what your advertising budget would get you across a range of different sites and platforms.

Google states that,

“for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.”

Marketers can enter their objectives, preferences and budget into Google’s Reach Planner, and the tool will recommend the perfect combination of products that will help you achieve your goals. Sounds decent, no?


Acrolinx’s New Insights on Content Creation

Content marketing

High quality content is a true asset to a business, as it can contribute to growth, retention, engagement and conversions. Acrolinx has researched the work of 250 content professionals, and their findings offer useful insights for any business…

The data has shown that the top priorities for content professionals are to:

  • demonstrate expertise and authority
  • generate leads
  • educate the market
  • build trusted relationships with your audience

This is proof that your content can – and should – have several different goals, from awareness, to engagement and lead generation.

The content professionals are working towards a general business goal, creating content that is perfectly suited to the final outcome. For all content, high-quality error-free writing is the most important factor – however the form, length and frequency should vary to meet the main business objective, whether that is sales, added value or thought leadership.

One point that was made clear in the research was that content creation is often under-resourced. Whether it is time, people or budget that is lacking, businesses that do not properly invest in quality content will do a disservice to their brand.

Once content has been published, how do you measure its success? 63% of the professionals in the Acrolinx report focus on the consumption and engagement metrics (page views, time spend on site, downloads or sign-ups) as well as looking at the production metrics (looking at the types of content, the creation process and the time taken to produce them) whilst others look to the return-on-investment to gauge content’s success.

The trick here is to agree on the KPIs for your content before beginning, which will make it far easier to understand if you have reached your goals with your content strategy.


The Hidden Ways That Discounting and ‘Always On’ Sales are Impacting Retailers

We often write about the importance of creating a positive customer experience, and this week we look at how excessive discounting and ‘always on’ sales are negatively affecting retailers.

Discounting and sales no longer fall in the ‘winter’ and ‘summer’ brackets, instead becoming frequent and unpredictable. Research by Klarna – a leading payments provider – has shown that customers are now turning away from brands and shops that are constantly discounting, with 25% of consumers saying that they are less likely to shop regularly from shops with near permanent sales in order to avoid the stress.

It seems that ‘always on’ sales can damage brand value and perception, making the brand look ‘cheap and unfashionable’.

The consequence of constant sales is not just that a quarter of customers are put off by them – the constant discounting has resulted in 1 in 10 retailers having costs of over £25,000 in 2017, and a further 53% of retailers say that their profits are damaged by being ‘always on’. Interestingly, this is not just the case for smaller retailers, with the impact rising for businesses with 100-239 employees.

Commenting on the research, Luke Griffiths, Managing Director at Klarna UK, said:

“Discounting can be a significant source of stress for retailers of all sizes – from the impact on profits to the operational difficulties that come with managing sales activity. Many merchants will discount to shift unwanted stock, so part of the solution is to make better, more educated purchasing decisions.”

The answer may lie in personalization, as 45% of shoppers said that they were more likely to shop if they were sent a more thoughtful, personalized offer. Griffiths, explains that the Klarna research,

“shows how retailers can win over customers without slashing prices. Instead of discounting, merchants would do well to focus on perfecting the customer journey – from an inspirational browsing experience through to a seamless checkout phase, with multiple payment options and one-click repeat purchase options.”


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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.