Digitally Crafted: the digital marketing stories in the news this week

12/12/2014, By Crafted In this week’s round-up of the most important talking points in the world of digital marketing, we learn that Instagram has overtaken Twitter in terms of active users and Black Friday trumps ‘Manic Monday’ in the consumer spending stakes. Google plans to continually update its Penguin algorithm and tablets overtake laptops as our most common second screen for TV viewing.

Organic search marketing

Google confirms Penguin will shift to ‘continuous updates’
A Google spokesperson has confirmed the search giant will now update its Penguin algorithm on a continuous basis, optimising along the way. Penguin updates have historically been processed offline and pushed at a specific point in time. Now, Google seems to be saying it will change the algorithm within its live ranking processes. Read more

Bing rolls out international hotel booking feature and updates mobile search results
Bing released two updates this week, adding a new hotel booking feature in partnership with TripAdvisor, as well as updating its mobile search results to include details like deep links and time-stamps. Now when users search for a hotel on Bing, they’ll be able to see reviews and information on the hotel, select dates and get rates – all via TripAdvisor – in 22 different countries and 14 different languages. Read more

Online travel agents (OTAs) dominate more than two-thirds of search results for hotel-related terms
Sticking with the travel theme; Crafted’s own Insights Team have this week released an industry report looking at how independent hoteliers can compete with OTAs and increase bookings. The report suggests more than two-thirds of Google page one results for hotel-related search terms are dominated by online travel agents. Crafted’s downloadable whitepaper is designed to help hotel's outsmart the OTAs with a clever online marketing strategy. Read more


Black Friday trumps ‘Manic Monday’
Black Friday has retained its festive spending crown, despite predictions it would be topped by newcomer, Manic Monday – the last day of guaranteed standard delivery for goods pre-Christmas. Predictions by IMRG and Experian, suggested Manic Monday (Monday 8 December) would lure even more money out of consumers’ pockets, but it generated £666 million, well short of Black Friday’s £810 million. Read more

Sunday the most popular day for m-commerce
A new study from Opera has found that, across the seven-day week, Sunday is the most popular day for shopping via mobile devices. The study suggests that consumers study products over the weekend, finalise options and purchase when most return to work on Monday – when traffic to desktop e-commerce sites peak. Mobile shopping traffic was highly concentrated on Sundays and at its lowest on Fridays. Read more


Tablets set to overtake laptops as the second screen for TV viewing
New research from Thinkbox has found that tablets, led by Apple’s iPad, Samsung’s Galaxy and Google’s Nexus, are set to overtake laptops as the UK’s most popular place to watch television and films after main TV sets. In the third ‘TV Nation’ research by IpsosMediaCT for Thinkbox, based on more than 1,000 interviews in the UK, the rise of the tablet was the most striking shift among viewers of TV, video on-demand and films. Read more

The end of Christmas television? Brits to watch 15 hours of TV on a mobile device this Christmas
Continuing with mobile TV trends, with 87 per cent of Brits now owning a smartphone or tablet, more people than ever will be using a mobile device to catch up on TV shows and films over the Christmas period. The average Briton is expected to watch an average of 15 hours on a mobile device during the festive period. Read more

Quarter of the world will be using smartphones in 2016
The number of smartphones users across the globe will surpass the two-billion mark in 2016, according to new figures from eMarketer, representing more than a quarter of the world’s population. That number is expected to grow further to more than 2.56 billion people, or a third of the world’s population, by 2018. Read more

Digital futures

Is the UK doing enough to build the digital infrastructure of the future?
Ofcom has this week released a report outlining the future challenges facing the UK’s communications infrastructure as the needs of consumers and businesses continue to grow. According to its Infrastructure Report 2014, Ofcom says the UK is making good progress in the roll-out and take-up of key communications services, but is failing to maintain pace with broadband and mobile availability. Read more

Social media

Instagram now bigger than Twitter
Instagram has suggested it has the potential to “change the world” after it confirmed it had overtaken Twitter in terms of active user bases, with 300 million regular users. The company’s CEO, Kevin Systrom, described the milestone as “exciting” and said the company would “continue to grow”. Read more

UK social media use suffers 9% drop, says Ofcom
A new Ofcom survey, using data from 9,065 consumers across nine countries, has found the UK has experienced a nine per cent decline in social media usage in the last 12 months – the greatest decline out of all participating countries. Read more

Zuckerberg dislikes the idea of a Facebook “dislike” button
Facebook CEO, Mark Zuckerberg has confirmed he has no interest in giving people the means to be mean, ruling out the possibility of a “dislike” button on Facebook. Mr Zuckerberg believes the ability to vote whether posts are good or bad would not be “socially valuable” or “good for the community”. Read more

Online advertising

eBay to halt all regular UK ad deals to run programmatic-only ‘experiment’ with brands including O2
Online marketplace, eBay is to run an ad trading experiment in 2015 which will see it cease all regular ad deals to focus solely on programmatically traded campaigns for one week. The e-commerce site will kick-start the experiment in the UK in the third week of February 2015, having struck up partnerships with brands including O2. Read more

More YouTube analytics now in AdWords for Video
Google has announced a revamp of the reporting available in AdWords for Video. Now, advertisers running TrueView video campaigns will be able to access insights in AdWords on a video’s overall performance that were previously only available in YouTube Analytics. The performance and engagement dashboard now shows a graph of organic views as well as views when a video performed as an ad. Read more

Though less effective, standard banners still make up 97% of mobile display
Despite the fact that there are more effective ad unit types than standard mobile banners, the latter still comprises a staggering 97 per cent of US mobile display advertising, according to Celtra’s Q3 2014 Mobile Display Ad Performance Report. Read more

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