Is Voice Going Programmatic? Chief Optimizer, Matthew Silverman Discusses
Summary:
In the first segment, we are doing things a little different where this week’s digital expert Matthew Silverman is going to discuss a few articles instead of couple topics.
This week, we dive into LinkedIn’s newest update. Is Voice going programmatic? Not so fast ninja! It’s more complex than it sounds but not impossible. Spends Forecast on Local traditional media is still at 60%, any surprise? Mobile purchases will grow 28.9% this year and account for 37% of overall retail sales growth. One year later: How AMP for Gmail can help marketers improve engagement debut. Google Chrome’s Ad blocking is going international. Unified pricing and other changes on the publishers’ side, need I say more?
Matthew Silverman is the Chief Optimizer at Silver Optimize. He is your to-go man in Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Social Media Marketing for eCommerce businesses. He has an extensive background in B2B Demand Generation, Marketing Automation, Business intelligence, Email/Newsletter marketing tools, and more. I had the pleasure of partnering on a couple clients’ strategy with Matthew and he is one sharp, concise, and effective ninja.
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Shownote:
Article #1: LinkedIn Introduces Pricing Model To Align With New Marketing Objectives by Laurie Sullivan
LinkedIn introduces a new pricing model to align with new marketing objectives. Brand awareness, website conversion and job applicants are the new objectives added to Campaign Manager, a tool that lets marketers create ad campaigns on the platform giving marketers like you and I a full funnel experience per Sudeep Cherian, director and head of global product marketing at LinkedIn. If your marketing objective is website visits, we will only pay for clicks through to the website and with social engagement, we would only be charged for comments shares and other interactions.
Article # 2: Behavioral Shifts In Voice Search Demonstrate Need For SEO by Laurie Sullivan
Are you Consumers shifting their behavior toward using their voice to find answers? The Voice Assistant SEO Report For Brands — released in July by Voicebot found that voice search is rising and third-party sites such as Wikipedia and Yelp are defining the information consumers are hearing about brands. eMarketer estimates that by 2021 the number of smart speaker shoppers will reach 38 million. Not all will shop online via a smart speaker. Most consumers are simply looking for information. Some additional results from that SEO report show voice search is rising and third-party sites such as Wikipedia and Yelp are defining the information consumers are hearing about brands. Google Assistant and Apple’s Siri rely heavily on the Google Knowledge Graph to answer most queries. Amazon Alexa taps into Microsoft’s Bing Knowledge Graph which is a close approximation of Google search results.
Additional resources:
Ad blockers- Matthew uses a CanaKit Raspberry Pi 3 B+
https://amzn.to/2YtOKlT and loads it with Pi-Hole (https://pi-hole.net/)
Article #3: Local Ads To Hit $148.8 Billion In 2019, Traditional Media Share Drops by Wayne Friedman
Although local media will continue to see rising digital ad revenue, traditional media — at least in the near term — will retain a majority share. BIA Advisory Services says traditional media will have 60% share of the overall local media spend in 2019 — $89.2 billion — with digital ad revenue at a 40% share, with $59.5 billion says Wayne Friedman in his MediaDailyNews article – a MediaPost Publication. So Local comprised of newspaper, radio, stations, television, cable etc and in 2018 we were at 64%. Digital media — which includes direct solicitation, coupons and catalogs at 35%
Article #4: Retailers Increase Spending Via Digital Channels, Focusing on Mobile and Search Advertising Article by Lucy Koch
Growing 19% this year, we expect retailers to spend $28 billions on digital ads in 2019. This dual-device approach is paying off as more digital sales are made on mobile devices. Mobile purchases will grow 28.9% this year, and account for 37% of overall retail sales growth. Retail sales made via desktop/laptop will grow 4.3% this year, and account for just 8% of total retail sales growth. Search ad spend will grow 22.5% to $13.12 billion this year. Retail spend will account for the largest share of search dollars at nearly one-quarter of the total US search market.
Article #5: One year later: How AMP for Gmail can help marketers improve engagement by Kyle Henderick
Just to recap, Accelerated Mobile Pages (AMP) functionality was built to allow brands to be more creative with their email marketing strategies, offering increased opportunities for more engaging, interactive and streamlined experiences for Gmail users. Although, the article is pointing out how much work goes into implementing the tool, it brings us cool features such as carousel feature to highlight products, incorporate live real-time feeds, interactive forms for sign-ups, applications and more
Additional resources discussed:
AMP: https://moz.com/blog/accelerated-mobile-pages-whiteboard-friday
PWA: https://developers.google.com/web/fundamentals/codelabs/your-first-pwapp/
Article #6: Google extends Chrome ad blocking to global markets on July 9
Publishers must conform to Better Ads Standards or see ads on their sites blocked by Chrome. Chrome has 64% of the global browser market. The industry group was created in response to the rise of consumer ad-blocking. Now Chrome’s bad-ads filtering is going global, with a rollout to markets beyond North America and Europe on July 8. Google Chrome has a roughly 64% global browser market share.
Article #7: Are Unified Pricing Changes Good For Publishers Or Good For Google by Greg Sterling
Google’s New York headquarters, the tech giant’s product managers presented their vision for the latest innovation in Google’s dominance of the digital advertising ecosystem: unified pricing.
