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Digitally Crafted: the week in digital

19/09/2014, By Crafted In this week’s round-up of the most important talking points in the world of digital marketing we learn that Instagram is set to launch ads to UK users within weeks, email deliverability remains a challenge, Google secures a patent to use your television habits to influence your search results and NewsCorp claims Google is a ‘platform for piracy’.

Search marketing


TV Rank: Google gets patent on using what you’re watching to influence search results
Google uses a variety of signals to determine how to rank search results, such as examining linking patterns on the web, an individual’s geographic location, search history and more. Now, perhaps, what you’re watching on television might become a new factor. Bill Slawski, an SEO patent guru, recently revealed that Google was recently granted a patent around the concept of using what’s currently playing on your TV to influence your search results. Read more

The future of Google
With Google’s current perceived dominance, we felt it topical to mention the appearance of our search director, Ian Miller at BrightonSEO last week. Ian’s talk in the main hall at the Brighton Dome covered ‘The future of Google’ and why it’s no longer a search marketing company. Read more

Google revives and upgrades ‘My Maps’
Like many of Google’s local/mapping products, My Maps has had a turbulent time. It was heavily promoted then seemingly thrown on the scrapheap. But Google has announced its return this week. It’s an update to the Google Maps Engine Lite product that Google rolled out in early 2013. Read more

NewsCorp: Google is a ‘platform for piracy’
The chief executive of NewsCorp has written to the European Commission calling for a tougher approach to search giant Google. In a strongly worded letter, Robert Thomson says “the shining vision of Google’s founders has been replaced by a cynical management”. It calls Google a “platform for piracy” whose power “increases with each passing day”. Read more

Social media


New in iOS 8: Sharing is much easier to Pinterest, HootSuite and other apps
With the new Apple iOS 8 update developers have access to share extensions, giving users the ability to customise their options. Sharing from a mobile browser to social media networks other than Facebook or Twitter has previously been a pain. But now you can add sharing buttons to Pinterest or HootSuite – or any other network with a mobile app that has hooked itself into the new Apple OS. Read more

Email marketing


Study: Email deliverability not getting any easier
According to the latest deliverability benchmark report from Return Path, one-in-six emails never reaches its intended recipient; either being delivered to spam or outright blocked. The reasons for these low rates of deliverability are the same as they have been in previous years, but are now combined with new spam filtering methods that would make even the most experienced email marketers tear their hair out. Read more

Creative


IKEA unveils trippy flat pack rock climbing wall
Swedish furniture store IKEA has marked the opening of its latest outlet with an unconventional display, after stacking a number of its wares onto a giant vertical billboard to double as a trippy rock climbing wall. The colourful concoction can be viewed in the French town of Clermont-Ferrand where the 30 foot-high structure stands in the centre of town. Read more

Marketing


Fiat creates fashion site and app to allow consumers to customise Fiat 500 model
Car manufacturer Fiat is inviting fans to customise its Fiat 500 via a new online platform, Patternize, as it seeks to capitalise on the buzz around London Fashion Week. The new website lets fans choose their favourite pattern for the Fiat 500 including everything from polka dots and leopard print to the latest trends seen on the catwalk. Read more

Digital


Mobile travel bookings up by a fifth in first half of 2014
Holiday-goers are increasingly using smartphones to purchase their holidays, with travel companies seeing a 20 per cent increase in mobile bookings during the first half of 2014. That’s according to a report from performance advertising company, Criteo. The firm’s Travel Flash Report claimed that mobile and tablet bookings jumped up by 20 per cent, in contrast to desktop bookings which only increased by two per cent. Read more

BBC to share breaking news with chat app Line’s 400m global users
BBC News has announced that its online content will be accessible through mobile messaging platform Line, making the corporation the first international news organisation to have an official account on the app. The app, available on iPhone, Android, Windows Phone and BlackBerry devices, will provide users with access to the latest breaking news via text, short video clips and audio. Read more

Apple release U2 album removal tool
Apple has responded to a clamour from irate non-U2 fans by releasing an album removal tool specifically for the purpose of deleting the offending new album from recipient’s accounts. The move follows a free giveaway of the super-group’s latest album, Songs of Innocence, to 500 million registered iTunes users as part of promotional activity ahead of the iPhone 6 launch. Read more

Technology


Users frustrated by Apple iOS update
Apple iPhone and iPad users have taken to social media to express their frustration over installing the company’s latest software update. Many have resorted to deleting photos, videos and other files in order to free up space for the new version of Apple’s mobile operating system, iOS8, which requires up to 5.8GB of storage. Read more

UK gamers: more women play games than men
The UK is a nation of gamers, with smartphones enticing 70 per cent of the country to play a game in the past six months, according to a major UK study. The report, commissioned by the Internet Advertising Bureau, revealed there are now more people over 44-years-old playing games than children or teenagers. Meanwhile 52 per cent of the gaming audience is now made up of females, up from 49 per cent three years ago. Read more

A skin printer and bee health-checker win Dyson awards
A sun-powered cooker, a printer that 3D prints “skin”, a wheelchair that lets disabled people stand upright and a bee prober are among the latest winners of the James Dyson Awards. The inventions are among those picked to represent various nations in the engineering prize. Their makers were challenged to “design something that solves a problem”. Read more

Advertising


McDonalds and Starbucks jump in at the deep end in adopting Apple Pay
The world’s biggest chain of fast food restaurants McDonalds is to be among the first merchants to integrate Apple Pay, the phone-payment platform that Apple unveiled last week. Apple said the platform will launch in October in the US at McDonalds and Starbucks as well as restaurant brand Panera Bread and Subway the sandwich chain. Read more

Instagram set to launch ads in the UK within ‘weeks’
The photo-sharing social media site, Instagram has revealed in a blog post that sponsored posts are to be rolled out in the UK over “the coming weeks”. In June, Instagram said it would expand its ad proposition in the UK following a US trial “later this year”. It also said it would roll out the service to Canada and Australia “in the coming months”. Read more

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