It’s official, Google have released the latest Penguin. This is the fourth Penguin-related launch Google has done, this is an updated algorithm not just a data refresh (the process Google uses to refresh the data within the algorithm). The first update shook the Internet, literally. Webmasters had to re-invent themselves and embrace content marketing.
We have had more than enough time to prepare for the next generation of Penguin. Back on May 10 Google’s Matt Cutts said on Twitter, “we do expect to roll out Penguin 2.0 (next generation of Penguin) sometime in the next few weeks though.” For those who are worried Cutts has said that “About 2.3% of English-US queries are affected to the degree that a regular user might notice. The change has also finished rolling out for other languages world-wide. The scope of Penguin varies by language, e.g. languages with more webspam will see more impact.”
This update specifically targets black hat spam and will be more intensive than version 1 of Penguin. Spammers and black hat SEOs should be worried. If you’ve been focusing on quality content, the user, and haven’t participated in black hat techniques, then there is no need to fear the update.
Penguin v 2.0 is an algorithm update. A data refresh is the process Google uses to refresh the data within the algorithm. An index update is simply the seamless and day to day operation that refreshes or updates the index. It used to be quite noticeable, but now it’s relatively seamless.
Previous Penguin Updates
Each release of Penguin has been named in sequential order:
Penguin 1 on April 24, 2012 (impacting ~3.1% of queries)
Penguin 2 on May 26, 2012 (impacting less than 0.1%)
Penguin 3 on October 5, 2012 (impacting ~0.3% of queries)
Penguin 4 on May 22, 2013 (impacting 2.3% of queries)
Currently in the UK our mobile a tablet behaviour in the home is as follows: 81% of us use our smartphone & TV, 66% use a smarthphone and a PC/Laptop and 66% of us use a TV and a PC/Laptop. It is predicted that by the end of 2013 mobile will be responsible for the majority of internet use over the PC, meaning that mobile marketing has never been as important as it is now. This prediction comes as quite a shock as incredibly only 20% of websites have a site enabled for mobile devices. Search is the most popular mobile behaviour and search search engine websites are the top types of websites visted via smartphones.
One key point to remember is that one phone has one user. This means that is easy to track and analyse behaviour, targeting is made easier as adverts can be tailored to individual users based on browsing behaviour. Compare this to a PC/Laptop that could have several users all with different browsing behavior. This makes it difficult to tailor adverts based on behaviour because the behaviour is different with each user. You also have to take into consideration that not all consumers are the same, different age groups determine which types of features they will be using on their mobiles such as SMS, internet and apps. One example of this is that people who are 55+ tend to not have a smartphone and do not use apps or browse the internet.
When thinking about mobile marketing you must always remember that the user is the number one priority. People who are browsing want to browse with ease and sites that are not mobile enabled can lead to a bad customer experience as they cannot access a companies website correctly on their mobile. One of the best examples of simplicity on a mobile enable site is Amazon’s one click feature which allows the user to buy items with one click once they are signed in. The downside to this is of course is that if someone is able to get hold of your password they then can purchase off of your card without having to find out your card details. Another example of simplicity and speed is Mpayments. They allow consumers to make contactless payments with their mobile devices instead of using the tradition methods of cash or a card. Consumers as with anything new will be weary of this method of payment especially as money is involved.
A big must is having a landing page that engages with your user. Getting customers to stay on your page is key, as without this they will not proceed any further and therefore you will loose out on a potential sale. Landing pages can be customised to the users preference, if you go back to the point of there is only one user for each mobile device tailoring these pages is made easier and is more likely to engage with the user. A landing page can be customised based on three things, behaviour, location and time.
The introduction of the latest version of HTML, HTML5, allows the user to load a mobile site with rich media. Some companies are now taking their mobile app off of the app store and converting them onto a HTML site as there is no commission to pay Apple or Android. Something that is slowly being seen more and more on our television screens is Shazam-enabled advertising. This feature was launched last May during the Britain’s Got Talent final. Around 50,000 viewers used the Shazam App to tag the Pepsi MAX and Cadbury ads in just 60 seconds of airtime during special advert. Fans of the show who had Shazam on their smartphones ‘Shazamed’ the advert then were able to enter contests to win summer music festivals tickets from Pepsi MAX and an Olympic Ceremony package from Cadbury as well as participate in the conversation on social networks. The Pepsi MAX ‘Crowd Surfing’ football advert also included the chance to unlock other great prizes, merchandise and a link to download the Calvin Harris track “Let’s Go” feat. Ne-Yo, the ad’s official soundtrack.
All in all 2013 is going to be an exciting and busy year for mobile marketing as more and more companies are investing in mobile enable sites. The introduction of new technology such as Mpayments will change the way we shop in the high street.
The ebook of the year is now out and has evolved into a book that we marketers can’t live without. We are, of course, talking about the Affiliates 4 U Performance Marketing Guide for 2013. This book of knowledge has all the on-goings and insights into the industry and makes for a very interesting read.
140 pages of an info book may seem like a lot of words slammed into some pages…but the Performance Marketing Guide is completely different. Marking out all the changes and evolutions over the last 18 months has been a feat of its own, and all the who’s who and what’s what knowledge reside in these pages. Call it a Bible, if you will, of digital and technological advances for the year 2013.
A4u have teamed up with Commission Junction to offer firm groundings of insight into the digital world. Even the most fresh-faced and budding marketers to the seasoned pros among us can benefit from what is written on the pages. Everyone is certain to find something that they wanted to know, didn’t know or never knew they needed to know about the industry.
The Guide has undergone a mass transformation to coincide with all the digital evolutions that have occurred over the past year, and that are set to come into their own over the next 18 months. The implementations of altering and adding new sections into the guide have been brought forward since the 2011 guide. Technology is a new section in which focuses on the innovation and developments in the industry. Video, call tracking and tag management are some of the topics that are covered for everyone wanting to progress into performance tracking in these areas. Mobile too is really a very interesting read, considering this is a huge pull to cover the ‘grey area.’ I am of course, talking about mobile affiliate tracking and a loss of commission. It sheds light on the current stance and where to cover all your bases, giving it a broader remit in this section of the guide.
You can download the ebook Performance Marketing Guide fro 2013 from A4U here: http://www.affiliates4u.com/feature/download-performance-marketing-guide-2013-now/All in all, the Performance Marketing Guide for 2013 is an interesting, knowledgeable and in some cases liberating read. Touching on things that we have been thinking but not acting upon, shedding light on topics that are still fairly new to most small businesses and allowing in depth insights into the industry is certainly a useful tool for any marketing professional, looking for questions, and finding their answers within.
On 7th May 2013, the most respected and highly sought-after folk in the performance marketing world will descend on Grosvenor House Hotel in Park Lane,London to dazzle, dine and, fingers crossed, win one of the most prestigious awards in the marketing industry; The Performance Marketing Awards is back and set to be bigger and even better than last year and before!
After the ultimate success of the awards and the record breaking turn out of 2012, the submission entries for the 2013 awards are now open. You can enter your favourite, most respected, well-loved, best looking company for whatever reason you think they deserve to win. There is a slight change however, as the board have altered, amended and added some award categories.
The 2013 Performance Marketing Awards will see the addition of five new categories:
- Best Brand Engagement Campaign
- Best Agency0led Performance Marketing Campaign
- Most incremental Performance Marketing Campaign
- Grand Prix Award
- Best Account Manager at an agency or Network
The changes are to recognise and include the importance and vast presence of agencies and the work they also produce. Simply submit your entries and then await them to be scrutinised under a close and watchful eye of the large judging panel. These include some of the most respected and innovative partners in the world of performance marketing.
If of course, you would like to nominate Bright Digital Minds, then we would be honoured (hint hint) and would definitely give a shout out to those of you who entered us. You can submit your entries NOW and may we take the opportunity to wish everyone good luck and all the best in your chosen category submissions.
For more information about the 2013 Performance Marketing Awards, and for a full list of the categories available for submissions please visit the 2013 Performance Marketing Awards website
Performance marketing is forever changing, ever-adapting and widely becoming recognised as a thing of ‘the norm.’ Up until recently performance marketing has been seen as quite taboo and for want of a better word, grubby. There has been a past view that monitoring the performance of companies and businesses, including customer visits, product selection and consumer habits, is seen as a little ‘backhanded.’ The famous words of ‘Big Brother is watching you’ gripped the nation and as such, monitoring what we do when visiting a website was seen as a little uncouth. As the marketing industry continues to develop at a velocity of ‘change,’ the way in which we research, view and capture our audiences has also adapted.
Performance marketing now is seen as something that most companies can’t do without, and is seen as more of a necessity than a sin. Some of the leading industry experts and the big boys in business have embraced this change and need for customer consumer information, as a result of this have invested large quantities of money into research for the best platforms and training tools to use. Ploughing money into something that until recently has been seen as outlawish may seem like a waste or indeed a risky move, but with more and more businesses and companies admitting that we can in fact learn from our customers by buying into this research, there really does seem to be a shift in judgement.
A4uexpoLondon recent held its 2012 conference, focusing on this very topic. The dynamic role that performance marketing holds in today’s society derives from the thirst and need that brand loyalty and customer satisfaction scores mean nothing unless you know what your customer wants and why. Speakers from Tesco, Sky and Moneysupermarket all spoke about the importance of data-capturing and putting time and effort into researching what it is your customers want, need and look for when choosing your business brand.
All in all, the days of performance marketing being bad-mouthed are now long gone, and it’s now a case of who doesn’t do or have it. The more we can learn about our customers shopping patterns and what draws them to a certain brand is something that we have all been for donkeys years, but now it seems it is, at last, an acceptable thing to behold and capture.