Weekly Digital News Roundup: September 10 – 14
Google Algorithm Changes, Mobile Internet Have Most Significant Impact on Search Marketers
- SearchEngineLand reports that data from the SEMPO State of Search Marketing Report 2012 shows that about 9 out of 10 search marketers say Google’s recent algorithm changes have had a significant impact. About the same amount say the rise of mobile internet and search are also having a significant impact.
- Of course, “significant impact” is a pretty general term that isn’t explicitly defined in the report. It likely refers to industry changes that have prompted an alteration in marketers’ approaches to search strategy. Google’s algorithm changes – Panda in February 2011 and Penguin in late April – have definitely hit certain websites with a surprise jolt, and based on SEMPO’s data, that jolt has had a big effect on marketers worldwide.
- On the in-house/company side, 87% of respondents said that Google’s algorithm chances and the overall increase in mobile web use have had a “significant” or “highly significant” impact. The numbers are similar on the agency side, but those respondents also added local search into the mix. 92% called mobile internet use significant or highly significant, 87% said local search and 85% said Google’s algorithm changes. The survey also finds growth in marketing budgets, with 86 percent of all respondents saying they expect their digital marketing budgets to grow and only four percent expecting a decline.
Microsoft Gives Yahoo Top Billing in Ad Rebranding
- As reported on CNET, Microsoft is rebranding its “Search Alliance” as the Yahoo Bing Network. AdCenter, Microsoft’s search-based advertising tool, is being rebranded to Bing Ads. Yahoo Bing Network looks to be the new name for the combined Yahoo and Microsoft core search sites, which Microsoft touts as accounting for 30% search share in the U.S.
- On the Facebook page for the rebranded advertising network, Microsoft and Yahoo emphasized that the “Yahoo Bing Network is the combined search advertising marketplace made up of Yahoo, Bing, and partner sites.”
- The new Yahoo Bing Network About page claims that the network “reaches 151 million searchers in the U.S. who are likely to spend 124% more than the average searcher, and likely to spend 5% more than the Google searchers in the U.S.” When you consider Microsoft’s recent “Bing It On” campaign, the Yahoo/Bing rebrand is definitely another step in Microsoft’s plan to delineate itself from Google and carve its niche as a standalone, high-quality Google search alternative.
iPhone 5’s Passbook App May Make Mobile Coupons a Reality
- Of the iPhone 5’s potential marketing-related features, the Passbook app should grab the attention of retail chains. It’s a digital wallet meant to compete head-on with Google Wallet. But as Adweek points out, because Apple products are so popular, Passbook could make the long-awaited ability to shop with mobile coupons a reality.
- Theoretically, merchants can code Passbook offers and deliver them via email, Web, or within their brand apps. These Passbook items – coupons, discounts, limited-time offers – can be associated with up to 10 locations via latitude and longitude coordinates and generate reminders on a person’s home screen when a consumer nears designated coordinates.
- So, as an iPhone user walks by Starbucks, Passbook can remind the user of a mobile coupon offer. Mobile marketers have theorized about this level of mobile coupons for more than a decade, and since barely anyone uses Google Wallet, the iPhone 5 may make this vision a reality.