Amazon Dash Buttons Going Away, and Google Removes Avg. Position
The following is a transcription of the Tailwind Flash Briefing published March 3, 2019. To listen activate through the Amazon Alexa Skill store.
Or listen directly here:
Tailwind Digital Minute Flash Briefing for March 3, 2019
Hey everyone, I'm Ryan, Director of Search at Tailwind in Tempe, AZ and this your digital minute for the week of March 3, 2019.
Amazon Dash Buttons Discontinued
Last week, Amazon announced the decision to phase out and discontinue their physical Dash buttons used for reordering and purchasing. With the launch of the Amazon Echo offering easier buying experiences, it felt like only a matter of time for the technology to lose its novelty. Here is Andrew Karlovsky, Tailwind's Business Intelligence Analyst.
|"Well yeah they were a stop-gap. Remember this is 2015; they were still trying to figure out how do we compete with Walmart. They were a force in retail but they weren't the dominant force in retail. They didn't have everybody coming and trying to catch up with them. They were trying to solve that question of "how do we get repeat orders and make it as easy as possible for people who would just walk down the street to their local Kroger...?"|
For those few who actively use a Dash button, no need to fret. Amazon will continue to honor current Dash button functionality but will no longer be selling or making available for purchase the now dated IoT devices.
Removal of Average Position
Along the media front, Google has announced their plans to discontinue the Average Position metric within Google Ads by September. Leslie Dement, Managing Director at Tailwind describes how the metric in the past often resulted in unreasonable expectations.
|"Yeah I mean that metric has... lead to some interesting conversations where clients saw the average position and were desperate to be number 1 and therefore would throw hundreds of thousands of dollars at being number 1 because that was a metric that was available. I think that just removing that allows us to just focus on a better strategy rather than something that isn't going to get them to their goals."|
This isn't the first time Google has been known to shift metrics made available to marketers. Much to the shagrin of SEOs back around 2011, Google began removing keyword level data across organic reports in order to protect user privacy. While the updates today don't pose major analytical obstacles, absence of average position metrics should be noted and discontinued within your internal requirements prior to September.
New Instagram Local Pages
Finally, in the world of social media, it looks like Instagram is rolling out in-app local business profile pages for some select accounts. These new pages are tied directly to an originating Instagram accounts, but offer more detailed information including hours or operation, business category designation, address citations, as well as unique links directing users to local site URLs.
So why is this important to the end user and today's social consumer? Media Analyst Priscilla Plazola gave us her explanation.
|"People essentially don't like leaving social media - people on Facebook don't like clicking out of it to look for something. So if they're able to do it within the platform, that's preferable. That's why you have lead gen forms for example; these make the experience a lot more seamless."|
..and this is key. If our target users stay on social platforms longer, we need to make sure our brands, our messages, and calls to action continue to resonate and speak to them no matter how long or where they might be.
And that covers it for this week. If you would like to learn more about some of the topics, join us over at FindYourTailwind.com/blog for a full transcription of the Digital Minute as well as links to further resources and information. Until next week, I'm Ryan Gudmundson.
Current Open Positions