Going (Creatively) Digital
Google Shopping Gains Ground In Product Search Jungle Versus Amazon
With the holidays approaching, who’s the leader in online product search, Amazon or Google? To answer this query, MarketingLand cites research from multiple data sources, because results for Google Shopping aren’t broken out when parent Alphabet discloses its financials. For example, data from Jumpshot shows that searchers start 46% of product searches on Amazon and 54 percent on Google. The data are pulled from 26 product terms of the top 200 search terms on Amazon between July 1, 2015 and September 30, 2015 from a cohort of more than 120,000 users in the U.S. The article also delves into the percentage of clicks that Amazon gets from organic links and text ads on Google via an analysis of SERP results.
Shoes.com Offers Visual Search Based On Comparisons As Opposed To Brands
With Pinterest in the news with its visual search technology (see related Q&A in this issue of Tech Marketing News), attention also falls upon retailers like Shoes.com and artificial search intelligence technology provided by Sentient. The New York Times explains that shoe shoppers can drill down into various price and style segments (among other factors) and keep searching visually until they find something they like. It’s not brand-based at all. “What makes this attractive is that people can get to the shoe they love without knowing what brand it is,” said Roger Hardy, chairman and co-founder of Shoes.com. “If I told you there was an Italian company with the perfect heel, toe and lacing for you, but didn’t know the brand, it wouldn’t do you any good.”
Oxfam America Makes Timely Use of Consumer Targeting To Elicit Donations
If non-profit organization Oxfam America has its way, reaching consumers at the time right time and place with the right advertising message will soon include when they are in the mood to make charitable contributions. To encourage purchases from its digital holiday catalog and donations to charitable causes, Oxfam relies on technology from xAd and audience targeting capabilities to pinpoint consumers based on data gleamed from the 300 million unique users that xAd’s platform reaches and the 1 million advertisers it works with. According to The Wall Street Journal, the key target audience is adults 18+ who are heavy mobile users, typically have a higher income and have volunteered for charities, done community service or donated to other organizations in the past.
Here Are 10 Reasons Why Your Brand App Might Just Get Found
With tens of thousands of brand apps vying for consumer attention, and non-gaming apps growing in leaps and bounds, what are the best practices for launching a brand app and making sure it doesn’t get lost? iMediaConnection cites 10 bits of advice from Conversant and now Apsalar digital veteran Jim Nichols. Among other things, he cites the example of an app done right such as Charmin’s Sit or Squat clean-bathroom finder (seriously) to stress the importance of app utility; the observation that app marketing is a marathon, not a sprint; the importance of data measurement similar to what’s available for the PC Web; how to balance free and earned media; how to leverage search metrics to get found; and how to focus on quality installs as opposed to vanity metrics like daily install counts.
BuzzFeed, National Geographic Publishing Platforms Tops In Social Interactions
ADWEEK blog SocialTimes recently did a deep dive on numbers from Shareablee identifying the top 10 media publishers based on total actions by users of Facebook, Instagram, Twitter and YouTube. BuzzFeed occupied three of the top 10 slots (5, 6 and 7) while National Geographic placed #1 and National Geographic Travel ranked fourth. The article notes that the media publishing industry represented 22% of all actions taken on content published by U.S. brands in October. E! Online saw the highest growth in engagement at 51 percent, jumping to number three in October from seven in September 2015, driven by a 73% increase in likes and comments on Instagram.
