Weekly Roundup #98 – Trust, Voice & Video

Before reading this weeks roundup of all-things digital marketing, you can catch up on last week’s edition, where we took a look at how brands can use images to increase sales, the importance of email to business and how to create copy for voice search… We continue this week with:



Does Timing Affect the Efficiency of your Email?

Thanks to technology becoming smaller and more accessible, it is thought that the consumer is ‘always on’ – meaning that they are interacting with their tech devices at all times of the day. This leads us to ask – is there an optimum time to reach a customer?

Research by Deloitte has shown that the average user checks their phone constantly through the day, however there are peaks of activity, such as first thing in the morning and last thing at night. MailChimp’s research shows that between 8 a.m. and 10 a.m. is the time that generates the most success.

Further research has seen that although open rates are at a maximum in the morning. Meaningful actions – such as CTRs or purchases – tend to happen later in the day when users can use their leisure time to more casually check their emails, to research before purchasing, and to make decisions.

This research stresses that marketers should choose the time of day that best suits the consumer and the desired outcome.

As more and more mail is opened on a mobile device rather than on a desktop or in an office environment, it is vital for companies to optimise their emails for mobile, which could be costing them dearly.

A study by Movable Ink found that in Q1 2015, 71% of marketing emails were opened on a mobile device, yet just 25% of conversions took place on the device (which compares to 39% on desktop). Small changes to your email, such as a shorter subject line, and large icons and buttons will mean that your emails are mobile-friendly.

In the past it has been thought that the weekend was the worst time to send an email, as it has much lower open rates, however, this is being rethought. Users who do open emails over the weekend tend to engage with the material for longer, which may be useful for brands that include in-depth content in emails.

Beyond using the time of day to best serve those who are on your mailing list, personalisation has becoming undeniably important. Personalise the email experience by sending emails that refer to real-life events – an abandoned basket, the weather that day/week or their purchase history.


Has Facebook Lost the Trust of its Users?

The Edelman Trust Barometer was recently published, and its findings show that only 24% of the UK trust the news they find on social media platforms such as Twitter, Facebook and Instagram. It is thought that fake news, cyberbullying and extremist propaganda have tarnished the reputation of social media, and as a reaction to this, more traditional medias have seen a striking increase of support. Up to 61% in some cases.

The tide has turned against social media thanks in part to the many reports that have warned of its negative impacts on children’s mental health, with accusations ranging from encouraging bullying, exacerbating body image concerns, causing sleep problems and increasing the levels of anxiety, depression and loneliness.

Ed Williams, CEO of Edelman UK, said that the UK was sending a message to the social media companies that changes must be made.

“After a flood of negative headlines in 2017, it’s time these companies sat up and listened… The public want action on key issues related to online protection, and to see their concerns addressed through better regulation. Failure on their part to act risks further erosion of trust and therefore public support.”


Do you need a SEO Strategy for Voice Search Results?

SEO Case Study Leads Generated
Source: SpotStudio.net

In order to find out how Google Home processes and responds to voice queries, the Digital Agency ROAST has produced a Voice Search Ranking Report that tries to determine which answers are given and why.

The study also compared the voice answers to the traditional answer boxes and snippets, finding that in most cases the voice result mirrored the snippet/answer box. However, there were a number of examples where there was no voice result provided, despite there being a snippet in the traditional search.

Google Home was able to provide an answer for just under 75% of the queries in the test. For all of the queries that it did answer, around 80% of the answers matched the Answer Box, according to ROAST. In the other 20% of responses, the answer came from a different data source.

The conclusion of this research is that by being the featured snippet in the answer box it does not necessarily mean that you will be the top result in voice search. To remedy this, watch out for key phrases where Google doesn’t use answer box information for the voice result, and begin to develop a key phrase list specifically for tracking voice search reports.


How Google’s ‘Memory Loss’ may be Affecting your Business

Tim Bray, a former Google employee attracted lots of attention for a series of blog posts that stated that Google loses large amounts of data and information. Both Bray and another blogger performed carefully-crafted exact-match queries and searches using the site:prefix failed to locate the pages in question – however, they were located by Bing and DuckDuckGo.

Bray has a theory as to why this occurs,

“Obviously, indexing the whole Web is crushingly expensive, and getting more so every day. Things like 10+-year-old music reviews that are never updated, no longer accept comments, are lightly if at all linked-to outside their own site, and rarely if ever visited…well, let’s face it, Google’s not going to be selling many ads next to search results that turn them up. So from a business point of view, it’s hard to make a case for Google indexing everything, no matter how old and how obscure.”

Many businesses invest in a website and content that they expect to be visible – particularly through the biggest search engine in the world. The ‘memory loss’ that Google seems to be experiencing could affect companies in a number of ways.

For example, old, yet high quality content is not guaranteed to remain in the index, and the long-tail (low volume) SEO strategies that many companies have assumed will be less effective if it is not discoverable over a long time period.

If you are a content creator, this is a reminder to pay better attention to your content – you should be aware of its value, and what happens to it long after its publication.

There are several tools that can be used in the fight against Google’s memory loss, use Google Search Console to better understand the status of your content in Google’s index, and there are many other third-party tools and companies with the development resources that can easily build their own index checkers.


How Video is Changing Consumers Habits

2017 video marketing

In our world of endless choices, people are turning more and more to reviews to help decide which product or experience to choose. Whilst this has been the case for some time, the ways in which we perform our online research has changed, developing a reliance on video content that can deliver rich and in-depth information.

In order to understand this ‘try before you buy’ mentality that video is making possible, we take a look at the YouTube data to search for some insights…

In the past year alone, there has been a 40% increase of YouTube users viewing videos to learn about a product before making a purchase. A makeup consumer noted that she refers to video content because,

“I like being able to watch a video featuring the product rather than reading a blog post, because when reading you can’t see the actual colours.”

And a viewer who was shopping for a car noted that,

“I want to actually see someone test drive it and hear their opinions.” This points to video’s ability to convey more than words, offering genuine user reviews and an insight into the product.

Another trend in online video is the ‘Shop with me’ video, which has increased 1000% over the past two years. In these videos, the viewer follows the protagonist as they shop, meaning that they experience the shopping journey through a trusted figure, and can make a better judgement on the product.

Video viewers are seeking out frank reviews that cover both the good and bad points of a product; one YouTuber explains,

“I want to hear the good and the bad. I also like to see how products perform in sub-optimum conditions.”

Another viewer noted that they enjoyed the candid nature of video content because,

“When it’s not an actor on a commercial, it gives you a sense of security with your purchase.”

All of this means that brands have got to create ways for their customers, and potential customers, to experience their product without actually seeing it for themselves. Make online content that brings your products to life, showing how they can improve the users day.

There are many ways to do this, but consider using virtual or augmented reality as this brings the product into the viewer’s space, as well as bringing it alive.


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Sebastian Paszek

Marketing manager

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