June 17

The Weekly Briefing: Google Now Taps into User Context for Mobile

Content Marketing Strategist Angela Sanders discussed new updates for the Google Now mobile assistant…

In an article appearing on Search Engine Watch, Rosetta partner Jason Tabeling talks about new “contextual proactive features” in Google Now on Tap – an upgrade that allows Google to contextualize things you enter into the browser and Gmail. For example, if a user receives an email from a friend mentioning a movie they’re unfamiliar with (let’s say it’s Entourage), then simply selecting the Google Now on Tap option will allow Google to contextualize the conversation and display a card detailing movie information. Tabeling notes that this update is a big deal for digital marketers and has big implications – including the continued significance of optimization for apps and search engines, and how Google Now on Tap might draw searches away from apps like Yelp and bring them back into Google’s fold.

SEM Specialist Reed Langton-Yanowitz discussed big news regarding Microsoft search engine Bing…

On Monday, Microsoft announced that search engine and Google competitor Bing would encrypt all of its search traffic by default – a move intended to help users keep their data more secure. Bing previously offered data encryption as optional. So what does this mean for marketers? Microsoft explains, “With the move to encrypted search by default we will continue to pass along a referrer string so that marketers and webmasters will be able to identify traffic as coming from Bing. However, to further protect our users’ privacy, we will not include the used query terms.” Meanwhile, the company emphasized that it will still offer “some limited query term data,” but in a manner that doesn’t compromise customer data security.

SEO Copywriter Hannah Scherrer discussed differences in content consumption among multiple generations…

In an article appearing on the Moz blog, Fractl promotions supervisor Andrea Lehr highlights industry statistics showcasing digital differences between 3 generations: millennials, gen x, and baby boomers. Among the most interesting findings put together by Buzzstream and Fractl:

  • Baby boomers spend the most time consuming content.
  • Baby boomers consume content most during late mornings.
  • Gen X and millennials consume content most during late evenings.
  • Baby boomers use tablets more than millennials.
  • Over 25% of millennials use mobile as their primary devices.
  • Blog posts are the most consumed content type by all generations.
  • Facebook is the preferred platform for content sharing by all 3 generations.
  • Millennials are seeking out content about technology more than other generations.
  • Gen X is least likely to seek out political content compared to the 2 other generations.

Digital marketing intern Giulia Imholte discussed how touchpoints can be reduced…

In an article appearing on Search Engine Watch, Gryffin Media Founder Marcela De Vivo notes a variety of ways that marketers can cut down on touchpoints – something that can help conversions but also slows buyers down in the process. Among De Vivo’s suggestions: Connecting with influencers with large social media presences, using landing page optimization for social media (pages that help familiarize visitors with your product’s “value proposition”), getting buyers to become brand ambassadors, creating case studies to “bypass” reviews, and utilizing paid tweets.