Tech Advances Making Marketers Rethink Content

Data Analytics

Here’s our latest roundup of digital marketing tips.

Analytics: A guide to Google Analytics terminology

Not sure where to start when analyzing your site’s Google Analytics? Get a leg up with our Google Analytics glossary for a quick intro to some of the metrics and features you’ll encounter.

Client takeaway: If you’re not using Google Analytics to analyze your site’s performance, you’re missing an opportunity to improve engagement and clickthrough with readily available audience data.

Suggested implementation: Use Google Analytics to gain new insights about your site users and set goals for improvement.

SEO: Essential voice search strategies for 2017

Sites not optimized for voice search are behind the next biggest tech trend. Amazon’s Alexa is open-source, which means we’re about to see a proliferation of virtual assistants. Here’s how local businesses can update their site content to appeal to voice search.

Client takeaway: Voice search is no longer a novelty. Twenty percent of Google app and Android device searches are done vocally. The accuracy of voice recognition has risen to 92 percent.

Suggested implementation: Start optimizing your local business for voice search by adding natural language to content, Q-and-A pages incorporating long-tail keyword phrases, a Google My Business page, and accurate NAP info.

Social media: What’s the difference between Snapchat and Instagram Stories?

Social media apps are becoming so similar, marketers often have trouble deciding where to post content. Examine the differences and likenesses between Snapchat and Instagram Stories and decide for yourself which benefits your content more.

Client takeaway: Instagram has 600 million users, compared to Snapchat’s 150 million. Instagram is owned by Facebook, which facilitates the larger base. Snapchat allows posting of old images with Memories, while Stories does not. Geofilters are one of Snapchat’s standout features for local businesses.

Suggested implementation: You don’t have to choose. Each platform solves a different need. While both are made for “right now” moments, Instagram as a whole offers a far wider base and more features for building consistent branding.

Technology: 10 of the Coolest Gadgets at CES 2017

New tech and startups at CES never cease to amaze. Want to know how much pollution is in the air around you? Trying to be careful about how much you drink? Tired of burnt toast? There are new gadgets to help with that.

Client takeaway: Wearables, AR/VR, and IoT-connected devices were huge this year. Also trending: robots to solve niche problems.

Suggested implementation: AR and VR is about to hit the big time. As devices become cheaper and more prolific, users will demand more engaging and immersive content.

Trends: Google’s new self-driving minivans hitting the road in January

Soon your spouse could be texting, “Honey, can you send the van to pick me up at the store?” Waymo, Google’s self-driving car startup, announced the deployment of a self-driving minivan fleet at the end of this month.

Client takeaway: The vans will be made in partnership with Chrysler. The Pacificas will be burning rubber in California and Arizona. All technology will be produced by Waymo.

Suggested implementation: Watch this space for a potential Waymo-Chrysler autonomous ride-sharing service to compete with Lyft and Uber.

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