We’ve summarised the most important news and changes that have happened within Digital Marketing this week, if you’ve been busy, don’t worry! We’ve got you covered and we have included everything from Google blocking ads, Instagram being the favoured social media platform over Facebook for teenagers, a new report about web traffic from smartphone devices and changes to Facebook’s ‘Instant Articles’.
Whilst we’re still waiting for Google and Bing to give us a definitive answer on mobile and tablet traffic (it’s been two years, guys…), independent researchers have been filling in the gaps to help us with our approach to SEO and marketing. BrightEdge reported this week that 57% of their client’s traffic is now coming from mobile and tablet devices. Of course, these numbers can be skewed depending on age and industry (for example, they note that the hospitality industry searches are much higher). StatCounter has also reported that mobile traffic is now at around 54% for their clients also.
After months of anticipation, Facebook has officially confirmed that it’ll add subscriptions to its publisher platform, Instant Articles. At the moment, it won’t take a cut from the money that has been earned because they are looking to prove to publishers that they are committed to supporting them rather than undercutting journalism. Mark Zuckerberg admitted in a Facebook post announcing the news that “giving people a voice isn’t enough”, without having organisations “dedicated to uncovering new information and analysing it”.
The plan is to test new ways to help newer organisations to grow their subscription. If people subscribe after seeing news stories on Facebook, the money made will go directly to the publishers who worked hard to uncover the truth and Facebook won’t be taking a cut from it.
New research from E-Marketer forecasts that by the end of 2017, a quarter of the UK population will open Instagram at least once a month. That means 16.7 million people will be using the image driven channel, an increase of 35% compared to 2016. The report also finds that Facebook usage for teenagers in the UK will decrease by almost 3% as young people move towards the likes of Snapchat and Instagram. Snapchat have enjoyed a 20% increase in usage compared to last year, with 21% of Brits expected to use the social channel at least one a month by the end of the year. Of course, Facebook is still leading the way and with their ownership of Instagram will not be too concerned with the report. Read the full report here.
Spammy adverts have gotten to the point now where even Google itself (a company that makes the majority of its revenue FROM ads) is fighting the battle by including native ad blocking software in its popular internet browser, Chrome. Google appears to be adopting the ‘If you can’t beat them, join them!’ strategy by announcing the release of this update to Chrome, set for release sometime in 2018. While many ad blockers such as the popular Adblock Plus block all adverts, presumably, Google Chrome will leave display adverts whilst blocking frustrating pop-ups and spamming sticky images or videos. This is certainly an unexpected but very clever move by the search giant, the result from which will be interesting!
We’ll help you determine the most effective digital marketing plan for your business.