Magnet's Weekly Roundup - Should I Use Hashtags In My Marketing Campaign?
Happy Friday! To help you gear down for the weekend we have compiled some of our favourite articles from this week, as well as revisiting a previous one from us here at Magnet:
Hashtag or Crashtag: Should I Use Hashtags in My Marketing Campaign?
There is no doubt that with Twitter's continuing growth, hashtags have become ingrained in modern popular culture, as well as being increasingly seen as a vital part of Omni-channel marketing as a means to harness conversation and to drive increased buzz. As with many areas of new media, there is a certain amount of scepticism around this tool, and importantly around what the value of using it is to your campaign.
Why Marketers Must Prioritise Success in AI, Philanthropy and B2B
Roughly 170,000 people descended on San Francisco this week to attend Dreamforce, an annual conference hosted by cloud computing company Salesforce. We round up the themes that dominated the on-site conversations. The biggest theme of the week was artificial intelligence (AI), not least because Salesforce unveiled its new ‘Einstein’ product during the event, which has predictive capabilities and looks to bring AI technology to brand campaigns.
Report: On Average Day, Nearly 40 Percent of Searchers Use Only Smartphones
Google released new “cross device” research that provides more evidence of what we already know: a substantial number of consumers browse the web and search on multiple devices throughout the day. However it also confirms that mobile is the dominant platform and that a meaningful percentage of users go mobile only. The findings are based on “behavioral measurement of a convenience sample of 11,964 opt-in Google users between January 1, 2016 and March 31, 2016.” The data were then “calibrated to reflect a U.S. demographic of 18 to 49-year-old cross-device users.”
Google Penguin Looks Mostly At Your Link Source, Says Google
Here’s another nugget of information learned from the A conversation with Google’s Gary Illyes (part 1) podcast at Marketing Land, our sister site: Penguin is coined a “web spam” algorithm, but it indeed focuses mostly on “link spam.” Google has continually told webmasters that this is a web spam algorithm, but every webmaster and SEO focuses mostly around links. Google’s Gary Illyes said their focus is right, that they should be mostly concerned with the links when tackling Penguin issues.
PPC + SEO = Match Made in Marketing Heaven
It has been quite a year for the Search Engine Results Page (SERP). We’ve seen numerous algorithm updates, including a final Penguin update and the introduction ofPossum. We also saw major changes to the way ads are displayed on desktop SERPs. Google continues to tweak how online consumers receive content through organic and paid listings. In order to meet the demands of today’s search landscape and connect with more qualified consumers, strategists need to create campaigns that treat SEO and PPC as a unified silo, as opposed to separate disciplines.