Weekly Roundup #31 - AmazonFresh, TV Ad Targeting & Instagram
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Weekly Roundup #31 – AmazonFresh, TV Ad Targeting & Instagram

Last week we shared with you some news and resources surrounding guided selling, personalised notifications and UX. This week’s roundup is packed full of the very latest news of the last couple of days, and we can’t wait to fill you in on the gossip. 

AmazonFresh Out to Get the UK’s ‘Big 4’ Supermarkets

As if Amazon wasn’t a big enough threat to the eCommerce market, it’s now looking to break into the UK grocery market. AmazonFresh is their new online food delivery service that is set to rival UK supermarkets – namely Tesco, Morrisons, Sainsbury’s and Asda. It’s already available in 69 London postcodes, but it’s set to be rolled out across the UK very soon.

One of the main selling points of the service is the fact it’s going to offer same day delivery. It offers Amazon Prime customers one-hour time slots between 7am and 11pm, every day of the week and if the order is placed before 1pm, on the same day. This convenience comes at a price though – £79 per year for your Amazon Prime membership and £6.99 on top for this service.

Amazon set out to provide food at the most competitive prices, and so far according to analysis by Profitero, it’s doing better than all 6 of its supermarket competitors. The interesting thing about all this is that Morrisons, which is a supplier of a lot of AmazonFresh’s fresh and frozen products, still remains more expensive.

The thing we think is the best about this is that AmazonFresh not only stocks the big brands, but also the local, smaller ones. There’s 50 of London’s independent retailers on board already, from Borough Market to Gail’s Bakery, so they’re clearly looking to make the most of an artisan angle. With consumers increasingly preferring independent brands, it’s a smart move.

 

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GigRev: The Social Media Platform for Artists and Bands

gigrev

Source: GigRev

 

GigRev is a social media platforms that is attempting to bridge the gap between fans and artists, aiming for genuine revenue over ad revenue and likes. With the music industry being in total turmoil, especially for smaller bands with the implementation of the Big 3’s new algorithms, it couldn’t have come at a better time.

It’s a private social media platform for artists and bands to run their own digital fan club. Artists benefit from this by being able to access their fan base without having to pay for exposure from Facebook. In exchange for a fan registering their contact details, they can be given app downloads and exclusive content. The app is out to help artists monetise their user base and helps fans engage with their favourite artists. Users have the option to share content from the app onto their own social media pages, which only shares a portion of the video and entices mainstream social media fans to come and listen too.

When asked how they were going to make money using the platform, GigRev responded that the app had several routes for revenue, but mainly focussed on the fact it is subscription based and implements direct email marketing. They’re expecting to have over 1,000 artists live within 3 years, expanding to 5000 in 5 years. Nice one.

 

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Why Does SEO Have Such a Bad Reputation?

seo bad reputation

Source: Google

 

If you’ve ever googled ‘SEO is’ chances are it came up with a bunch of search options like the ones we have screenshotted. We don’t like to swear about SEO but… everyone else does. It makes us wonder, why does SEO have such a bad reputation in the first place? Let’s discuss 3 reasons SEO gathered so many haters:

  1. 1. Unsolicited SEO Emails

    We’ve all had them. The ‘SEO Experts’ with ridiculous pseudonyms telling us they’ve analysed our website and it needs fixed or Google isn’t ranking it properly. The emails are deceptive, spam and, above all, fraudulent. Unfortunately people are willing to blame the SEO industry instead of the random crook in their inbox.

  2. 2. Buying & Trading Links

    Some SEO practitioners buy links with the intent of manipulating search engine rankings, and this is completely different from advertisement which should be clearly identified as such and include a nofollow link. Paid or traded links are specifically aimed at tricking search engines and the practice is deceptive to its core. Experts now discourage this practice since Google, Bing and any other legitimate search engines penalise sites for traded or paid links.

  3. 3. Hidden Texts or Links

    Concealing links or text on a page are sort of like cloaking but much less sophisticated. The aim of doing it was to show search engine spiders something different to what the user sees. There’s a few ways people were doing this, such as using white text on a white background, using CSS to position text off screen, setting the font size to 0 and more. “Cheating” efforts like this definitely impact the SEO industry’s reputation.

We guess the real reason SEO has been deemed “bulls***” is because of the unethical practices that have been associated with it. For these reasons, professionals have categorised SEO into 3 forms: white hat SEO, gray hat SEO, and black hat SEO. If you’re wondering what to use, only put that white hat on.

 

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Instagram Risks Ad Overload

Instagram’s number of users have doubled in the past two years to 500 million, and Facebook has begun to allow advertising on its platform. More marketing messages are popping up between images and shopping functions are apparently in the works. If you take a glance at the Instagram app, you can clearly see the increase in ads. Over at Facebook, they’ve reached a capacity of 10% of user’s news feeds. At some point, Instagram is headed the same way. If Facebook keeps being persuaded into implementing more ads by growth-hungry investors, they compromise the UX of the app. It’s safe to say that this is a company who has irritated a massive section of its users, as seen with the growth of ad blocking software.

Facebook hasn’t mentioned how much of its $19billion of advertising revenue has come from Instagram, (which only started taking orders in September). There’s about 200,000 businesses who advertise on Instagram as of February, up from hundreds in the prior 6 months. eMarketer has estimated that Instagram will generate $1.3billion, or 15% of Facebook’s US mobile ad revenue this year.  Instagram claims it isn’t worried about an ad overload and that there haven’t been any less selfies posted on its site, but it’s not that reassuring when you consider that 80% of Instagram’s new users in the last year have come from outside the US, meaning that it’s growth hasn’t actually been much better than Twitter –  and we all know how that’s going.

 

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TV Ads Turn to Targeting to Combat Facebook

tv ad targeting

As you’ll know, spending on digital ads will outpace television this year and, globally, it probably won’t be much different. TV is pretty fed up at this point and has decided to bring out the big guns. Cable companies such as Comcast and Sky are bringing out new set-top box technology that allows web-style targeting by interests, age and demographics. Despite decreasing in popularity, TV still has a grip on consumers that is hard to shake.

U.S. and U.K. data show that 18-24 year olds watch fewer hours of live TV than a few years ago, and the total amount seems to have stabilised at a high level. The weakness in TV viewing is most likely to stem from the old-fashioned rating systems in place in capturing online viewing.

The above isn’t the only issue – there’s bigger fish to fry. What with internet advertising being about 10 years old now, the novelty has well and truly worn off and the big issues have come to light. Even big brands like McDonald’s are questioning the reliability and visibility of their online campaigns as they pour billions into digital budgets. It has been said that marketers could waste over $50million by 2025 on web ads that were never actually seen by any humans. Fraudsters are able to fake page views and clicks, and they’re ruining the validity of online campaigns. The growing popularity of ad blocking software has become another big problem. People are fed up of random porn ads, irritating auto play videos and gambling pitches, and in an attempt to clean out the sewage of advertising, they’re clearing other brands out too.

But you don’t need to go into massive panic and delete your Facebook ad accounts or anything, all it means is that TV is becoming the rising star with its potential. The tv-boxes can provide accurately targeted advertising by using smart phone data and offline databases like shopping habits and credit cards. We’ll see how it goes.

 

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by:

Sebastian Paszek

Marketing manager

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