Digital Minute - January 27th, 2020
The following is a transcription of the Tailwind Flash Briefing published January 27th, 2020. To listen activate through the Amazon Alexa Skill store.
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Tailwind Digital Minute Flash Briefing for January 27th, 2020
Good morning listeners, today is Monday, January 27th and this is the Tailwind Weekly Digital Minute. Your, hopefully, go to source for everything happening and in the digital marketing landscape. I’m Mackenzie Nance and co hosting this week's episode and helping me bring you the latest news is Tailwind’s very own, Zachary Thompson.
And that would be me. We’re really excited to share a few really great stories with you today ranging from a change in how featured snippet listings function that is shaking up the SEO world to a new Merkle offering that lets retailers monetize their customer data. Now we know how essential it is to deliver the greatest news in the quickest fashion so, without further ado, let’s jump straight in to our first story of the week.
Featured Snippets No Longer Feature In First Page Search Results
Danny Sullivan, Google’s Public Search Liaison revealed on Wednesday through a twitter post that officially, across the globe, search listings that qualify to be a featured snippet will no longer be able to also rank within the first page of Google search results.
This means that if Google’s algorithm has decided your search offering is good enough to become a featured snippet, you’ll be losing your position as the number one search listing and won’t even make the first page anymore. It’s unclear still if you can even potentially rank first on the second page of a search result.
In the past, high quality search results were able to rank both as a featured snippet and a front page SERP listing, meaning that your content was essentially being shown twice and giving users two different opportunities to click into your page.
This really can be looked at from two different perspectives that shape dynamically how one could view this change. On one hand, this means your competitors that previously dominated pages you were trying to rank for completely will no longer have the advantage of two posts and the playing ground is slightly more even.
On the other hand, however, we can see that this has the potential to drastically change the search rankings and organic traffic pages that dominated this space were seeing. You’re shifting from having two opportunities to only one.
Not that one opportunity isn’t still useful considering featured snippets are what is used by Google for voice search queries and is already an incredible way to A) get your listing noticed easier-
-and B) build authority in the space by holding the “google selected,” and I’m saying that with theoretical quotation marks around it, top spot.
What this really boils down to is a massive change in what SERPs consider “fair play” and a massive transition that SEOs across the nation will have to keep their eyes on.
Merkle Launching Solution That Let’s Retailers Monetize Customer Data
Moving on: Earlier this month, performance marketing agency Merkle announced their newest advertising offering designed to provide retail companies the opportunity to monetize their customer data and make a profit.
Essentially this new solution, titled New Stream Media, will be able to sell advertising space on and off brand websites using the customer data they’re already collecting.
Cited as an important “need” that led to this tool’s creation was “consistent conversations around data” Merkle was having with retail clients, which as Ginny Marvin cites in her article about this on Marketingland, makes up almost 25% of all business they do.
Emily Kramer, VP of New Stream Media, was quoted saying: “We saw a need to help retailers understand the value of their data and have consideration of the consumer along the way. We don’t want retailers to be providing data without context or consideration for their own business.”
She was also quoted saying that, when a brand intends to launch a new product nationally, they can get who the audience is and target them specifically because of it, something merchants typically can’t do as they don’t own the point-of-sale.
As for how this data is being supported, Ginny Marvin was again able to share that “ad tech and measurement pieces are [being] fulfilled via Google Marketing Platform and Google Ad Manager.”
This is important to the marketing community as retailers are now being given new opportunities to leverage the value of their shopper data.
Pinterest Taps Market Research For Offline Sales Life
For our final story this week:
Just over 2 years ago, Pinterest partnered with the global market research company IRI with the intention to measure the impact of ad campaigns on in-store sales. This took 2 years to fully implement, but soon advertisers will be able to determine which campaigns and creatives are driving actual offline sales.
Offline measurement is important to capture the full impact of digital advertising, and while it’s becoming more common for sophisticated marketers to use some form of offline tracking, it is still an underutilized tactic.
Digital advertising influences trillions of dollars in offline transactions, and traditional digital analytics don’t capture this impact, which is a big reason Google implemented offline conversion tracking a few years back.
With offline-to-online tracking, the ad platform is able to get full credit for the value it delivers and advertisers get a better understanding of their search and display campaign performance.
Loyalty and rewards programs have been exempted from CCPA as legislators struggle with how to treat them under the law, and store-sales data isn’t as vulnerable to disruption as some of the mobile-location store-visitation tracking.
Even though the analytics can be available in close to real-time, their deal with Pinterest promises reporting within weeks of the campaign conclusion, so no in-flight optimization will be used.
This ability is not available to all categories of advertisers on Pinterest at this time and is primarily focused on CPG -- specifically food, health, and beauty as they have loyalty-account based sales data on these categories.
Well, that about does it for this week’s episode of the tailwind flash briefing. To learn more about some of these topics and see just where we get our information from, head on over to FindYourTailwind.com/blog where a transcription will be posted after this episode. Until next week, I’m Mack-
-And I’m Zach-
Thanks for listening.
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