Greenlight's Magazine: 2013 Predictions Edition
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As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google ...

As 2012 comes to an end, we look at what 2013 holds for the Search industry. Our directors provide insights into the advancements that can be expected in SEO, PPC and Social Media, whilst Google highlights what to expect from the 2013 consumer.

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Greenlight's Magazine: 2013 Predictions Edition Document Transcript

  • 1. December2013|Issue06The2013PredictionEdition
  • 2. December 2012contentsEDITORAlicia LevyMarketing & ProductionAshley BurgessCoverBryant ArnoldDesign & LayoutBen MckeownContributorsAndreas PourosAdam BunnMatt BushTom LidbetterSam HaseltineHannah Kimuyupublished by GreenlightLevel 14, The Broadgate TowerPrimrose StreetLondon, EC2A 2EWt: +44 (0)20 7253 7000e-mail: insight@greenlightdigital.comwww.greenlightdigital.com© Greenlight 2012 – all rights reserved Foreword2013 will be the yearthat Microsoft becomesrelevant once again3 SEO2013, the year ofNegative SEO and‘secondary searches’5 THE 2013 CONSUMERGoogle provides insightsinto how consumerssearching habits willchange in 20138 RESPONSIVE WEBDESIGNThe importance ofhaving a ResponsiveWeb Design site9 CONTEXT WILL BEKINGImprovements in theinterpretations of SocialMedia posts in thecontextual analysisspace12 search & display2013The start of a unitedSearch & Display visionStudying trends is veryuseful when makingpredictions because aprediction in essence, shouldbe the observation of a trendwith the expectation that it willcontinue at a certain pace, tomaterially change the realityof the people who will live thatchange. Within that context, wehave the luxury this year of anumber of observable trends:„„ Google’s market share ofSearch dipped below 90% in theUK, its lowest point in 5 years.Microsoft’s Bing picking up thedifference„„ The Apple iPad has seen itsmarket share drop from 60% to50% this year, with devices fromthe likes of Samsung and Googlemaking steady progress„„ 140% more Microsoft MobileOS systems were shipped thisyear compared to last„„ Netflix’s market share grew,against analyst predictions thatAmazon, Hulu and HBO Go woulddecimate it„„ On mobile devices, it’snot Netflix but YouTube thatdominates bandwidth usage(Google Play was 7th, followed byNetflix and iTunes)„„ In two-way communications,Microsoft’s Skype increased itsmarket share of the IM market,and now holds 83% of it withthe absorption of Windows Live/Messenger„„ On desktops, Google Chrome,Firefox, and Apple’s Safari all lostmarket share to Microsoft’s IE9this year„„ Data so far suggestsMicrosoft’s Xbox will be the best1 www.greenlightdigital.com
  • 3. selling games hardware of theyear, aided by the release of BlackOps 2, Halo 4, and the securing ofthe third Skyrim expansion pack,‘Dragonborn’, ahead of a PC orPS3 releaseFor me, taken in aggregate,these trends suggest thatMicrosoft has been stealthy like aninja, making significant inroadsinto its competitors businesseswhilst the world’s gaze has beenfocussed on Apple, Facebook andGoogle over the last 12 months.Specifically:In SearchBing has for the first timeeaten into Google’s UK dominanceto a newsworthy degree. WhilstGoogle has made amazingprogress against Apple in theworld of devices (from 46.9%market share with Android to68.1% this year) its core product,Search, hasn’t proved as resilientto Microsoft as everyone mighthave assumed. This trend is likelyto continue due to Microsoft’smarket gain in desktop browserusage; IE9 has increased its shareof the browser market to 54%,at everyone’s expense includingGoogle’s. With IE10 around thecorner, preloaded into Windows8, this puts Bing in front of evenmore people by default.In devicesIn devices, Apple’sdominance is declining, with avery public assault from the likesof Google, Samsung, and Amazon.Lesser publicised is the 140%increase Microsoft has seen in thenumber of MS Mobile OS systemsit has shipped this year comparedto last. In fact, of all devices onlyAndroid and Microsoft haveincreased their market share thisyear.In two-way communicationMicrosoft’s Skype is growingin dominance, largely due toSkype now absorbing Messenger/Live to give it an 83% marketshare. Whilst instant messaginghas been waning in terms ofusage, the new Skype will bepart of all Microsoft products,including the lounge-owningXbox, which means Microsoftis set to dominate two-waycommunications, which it willattempt to mirror on mobile.In gamingThe Xbox, located under 70million TVs in the US alone, givesMicrosoft the opportunity tocontrol people’s living rooms in away that Google TV and AppleForewordby Andreas PourosThese trends suggest thatMicrosoft has been stealthylike a ninja, making significantinroads into its competitorsbusinesses whilst the world’sgaze has been focussed on Applethe MAGAZINE - Greenlight 2
  • 4. TV can only dream of. To put thisin perspective, Xbox is in 26% ofUS homes, the iPad is in 15%. Aneven more interesting statistic isthat the Xbox this year captured28% of all non-PC/Mac videoviewing versus the iPads 27.1%.Xbox advertising has grown by142% since 2010. With the Xbox’smarket share increasing and theiPads decreasing, the Xbox isincreasingly looking like the nextbig thing for advertisers – I’d sayit is the advertising worlds bestkept secret right now. Again, somestealthy ninja skills from Microsoft,carving out that market and nowleveraging it for advertising.The Xbox 720 is scheduledfor release next year too, andit doesn’t take a crystal ball topredict that this will be a hugedevelopment. We alreadyknow that it will support analways-on power state and willutilise a chipset that can allowconcurrent apps. Add SmartGlassto this and you have the Xboxas a media (and advertising)delivery mechanism in the homethat is always on, feeding fromand feeding into every othernetworked device. There arealready various clues around howMicrosoft could compel people toaccept being advertised to all thetime too – for example, the Xbox720 will likely go on sale for just$99 if you also sign up for a twoyear Xbox Live Subscription, i.e.opt-in advertising. This looks likelyas Microsoft is already trialling thiswith a specific 360 package today.A potentially formidableecosystemIf you add up all these smallvictories, a strong case could bemade that Microsoft has mostof the ingredients necessaryto build a great ecosystem forconsumers, and the trendsabove suggest it might be onthe right track. It dominates thedesktop and gaming domains,is leveraging both of those toincrease the advertising it cansell in Search and display, whilstalso getting ready to push its newmobile offering aggressively at anopportune time when Androidhas already weakened Apple, andthere are questions that the lattermay have lost its mojo. There’sspace for a third player in thatmarket, particularly given thedecline of Nokia and RIM.Some of you will disagree andsay that Microsoft can’t competehowever much it tries because theonly real strength it has is on thedesktop and given that the PC isdying, it cannot leverage the PC formuch longer to push Bing via IE10,or use it as a compelling part of awider ecosystem.But whilst it’s fashionableto suggest that the PC is dead,the argument doesn’t stand upto reason, nor do any numberssupport that view. In short, thePC will survive for a multitude ofreasons – simple ergonomics (Ihave iPad RSI right now), largescreens, storage levels, numbercrunching power, keyboards (farmore valuable than we have giventhem credit for), and more.In terms of numbers, theeconomic woes out there has hada bigger impact on PC sales thanany questions over their utility –Lenovo for instance have seen anincrease in sales this year by 23%.The trend is not suggesting deathat all. Don’t take my word for it – ifwe take a basket of search termsto represent desktop machines,e.g. ‘PC’, ‘desktop computer’,‘laptop’, etc, and have Google plottheir popularity as search termsover time, you get the graphbelow, which clearly shows thatthe demand for desktop machineshas maintained, as opposed tosuffering a certain free fall to itsdeath as the media has led us tobelieve and we’ve blindly acceptedwithout question.My prediction for 20132013 will be the year thatMicrosoft becomes relevant onceagain. It will begin to leverageits dominant position on thedesktop and in gaming to build anexciting ecosystem that will makeMicrosoft a compelling choice forconsumers, and by extension anincreasingly important advertisingpartner for marketers. It has all theingredients, bar one, to make thispossible. The missing ingredientwould be something like Netflix,which leads me on to my finalprediction - Microsoft will buyNetflix in 2013. n2005 2006 2007 2008 2009 2010 2011 2012Searches for Desktop Computer related terms (Source: Google Trends)
  • 5. SEOby Adam Bunndo think 2012 will be looked backon in SEO as a year like no otherin terms of the unprecedenteddisruption it has caused to theSERPs and the clearest messageyet from Google that things aredifferent now. Whether they are ornot is largely irrelevant, since justthe inherent threat will be enoughto change behaviour. The key iswhether that change causes youto give up altogether or actuallyevolve.So, next year will be the socialSEO year instead… right?This is the problem withpredicting things in SEO on ayearly basis. You kind of knowwhat’s going to happen, just notwhen. Sometimes people don’teven realise their prediction hasalready happened. I rememberthe “year of mobile” has beenpredicted for at least five yearsrunning, and I’m sure it will beagain this year, but it’s alreadycrept up on us (mobile campaignsare vital to many businesses, oftenyielding better results than theirdesktop equivalents).The other problem withpredictions of course is thatusually it’s pretty impossible to saywhether one was correct or not,since most of them aren’t givento simple yes/no answers. But toyou, reader, whether 2013, 2014 or2020 is the “year of Social SEO”,it’s neither here nor there – whatmatters is whether you can sayLast year I predicted that 2012would be the year of “SocialSEO”:Next year, the confluence ofuser signals influencing searchengines perception of brandstrength, and everyone being onthe “Social Media helps us buildlinks” bandwagon, will make 2012the year of social link building.”By this, I meant that brandswould embrace the integrationof SEO, Social and PR to createa wave of genuinely interesting,powerful online marketingcampaigns (in the parlance of ourtimes this is now becoming knownas “content marketing”).What actually happened?If I had to characterise whatactually happened in 2012, itwould be this:2012 was the yearwhen Google killedthe old style of SEOand almost everyonemilled about lookingconfused aboutwhat to do next,mainly because mostbusinesses just weren’tready for anythingdifferent.When I say “killed”, it’simportant to note that Googlehasn’t actually stopped certainapproaches to SEO from working,as even the grubbiest tactics arestill proving fruitful (if you wantto watch this in action, you cando a lot worse than monitor therankings for “payday loans”, wherea hacked sports blog is rankingon page one as of this writing,and has been for weeks). But IAdamBunnDirector of SEO, Greenlight4
  • 6. you have embraced it for your site.Having said all that, and asmuch as I rather like waffling oncircuitously making a point aboutthe future of SEO, I’m still boundby some draconian word countrequirements and the theme ofthis issue of our magazine todeliver some actual predictions.So here is not one, but twopredictions:1. Negative SEO will becomecommonplaceThis year it’s become clearthat some links, which historicallymay have simply been ignoredby Google, are actively bad forrankings. An almost inevitableconsequence of the proliferation ofnegative signals in the algorithmis that unscrupulous brands andagencies will start trying to usethem as a weapon against theircompetitors, for example byseeking out the cheapest andnastiest paid link schemes outthere and pointing them all ata top ranking competitor. For avery small investment in time andmoney it’s entirely possible to goand buy hundreds of thousands oflow quality forum and commentspam links, and the flawed logicwill be “ah ha… now that’s mucheasier than optimising my ownsite!”This means that everyoneneeds to be on red alert forthis type of activity and takeappropriate measures if it doeshappen (namely, have an itchytrigger finger on your shiny newDisavow Tool).2. Identification and targeting ofKnowledge Graph “secondarysearches” will be essentialIn a world where theGoogle search results pages areconstantly being tinkered with, thelaunch of the knowledge graphthis year really stands out as thebiggest development. Essentiallyfor certain keywords, Googlenow shows some particularlyadvanced and prominent relatedsearches that have the potential todrive traffic to longer tail keywordvariants. For example, a searchfor “things to do in Paris” shows acarousel of landmarks and touristattractions before any searchresults. Clicking on one does whatI’m calling a “secondary search”for that landmark or attraction.I think marketers who payattention to the queries thatare triggering knowledge graphresults, and what the secondarysearches are, will see some goodresults in 2013. The secondarysearch terms will typically beless transactional and thereforeless competitive to rank for.This prediction even extends toPaid Media as well, where thesecondary search terms will tendto be cheaper to bid on, and Ithink Google will launch somesort of tool for advertisers thatenables them to at least seewhat secondary terms are beingtriggered from the keywords theyalready bid on, if not automaticallybid on those secondary terms.In essence, you will becapitalising on the knowledgegraph to get cheaper traffic and, ifyou are visible for both the triggerterm and the secondary terms,better brand awareness. nA search for “things to do in Paris”5 www.greenlightdigital.com
  • 7. consumerThe world today is changing. And it’s changingfaster than anyone of us had ever dreamedto imagine. The internet is our telephone, ourTV, our shopping centre and our workplace, allat the same time. We are heavily dependenton it for information gathering and forcommunications. It is hard to imagine a worldwithout the internet.2013THEthe MAGAZINE - Greenlight 6
  • 8. So what has driven thechanges in consumers lives sodramatically?We think there are threemain reasons: speed, access andinformation.SpeedThe evolution of wirelessaccess technologies is about toreach its fourth generation thisyear. The UK’s first 4G mobileservice will launch in 16 UK citiesbefore the end of 2012 and weare predicted to have 4G in 70%of the UK by the end of 2013,offering faster networks than everbefore.AccessMobile phones have trulybecome accessible to the masses;they are no longer the preserve ofthe wealthy few. The price of anentry level smartphone has fallendramatically over the last fewyears bringing the average price towell under £100.InformationThis immediate access toreal time information has resultedin a shift in consumer behaviour.Consumers are savvy and wellinformed and this behaviour hasbecome overwhelmingly apparentsince the onset of difficulteconomic times. Price comparisonand deals sites have seen an alltime high as consumers hunt fordeals and discounts.These three drivers havechanged how consumers behave.At Google, we think that thereare five trends in consumerbehaviour that are worth planningfor in 2013. The 2013 consumerwill be: constantly connected,empowered, savvy, busy and havehigh expectations.Consumers are constantlyconnectedInternet connected deviceshave made it possible to accessthe world wide web at times andplaces that we wouldn’t havedared to consider maybe even aslittle as five years ago.Now, consumers arespending one and a half hoursof their personal time online(excluding work) which is a 48%increase compared to two yearsback. And they are spending timeonline across multiple devices.40% of all UK adults use twoor more devices to access theinternet and 28% of all time spentonline is via mobile.What to do?As a result of this shift tobeing constantly connected, itis critical for businesses to offera fantastic experience for theircustomers across all devices- a website that looks good onmobiles and tablets is a necessity,not a nice feature to have. Goingforward, businesses should plantheir other media around mobileand tablet usage, as those mobiledevices connect all other mediaand activity together.Consumers are empoweredMore than a third ofconsumers in the UK watchvideo on demand and one in tenUK households have internetconnected TVs. This is not onlyaffecting TV viewing, but alsomany forms of traditional media.More than three quarters ofBritish people say they now gettheir main source of news online.Online offers them the mostup-to-date breaking news andprovides them with the flexibilityto check at times which are mostconvenient for them.What to do?Empower the consumer byleaving choice and control in theirhands. Most consumers, if you askthem, will say they dislike ads andwill actively avoid them becausethey feel as though they are beingbombarded.Consumers are savvyConsumers are visitingmore sites and conducting moresearches over longer periodsof time to ensure that they arethoroughly researching theirpurchases to get the best deals.Before making a purchase, today’sconsumer spends up to 27 daysand 3:17 hours across 22 sites.Two out of every three Britishconsumers claim to shop aroundfor the best prices and deals.That’s a lot of savvy shoppers!More than half of allconsumers confess that they don’tlike paying full prices for anything!Two out of every three British consumers claimto shop around for the best prices and deals.That’s a lot of savvy shoppers!7 www.greenlightdigital.com
  • 9. And two in three areshopping around for the bestprices and revel in the thrill ofgetting a bargain. After fouryears of economic uncertainty,consumers have become used tothis mindset and will continue thisdeal seeking, savvy behaviour wellinto any economic recovery.What to do?Consumers research productsthey want to buy thoroughlybefore committing to a purchase.So it is important that your brandremains at the top of their mindduring the research process, asconsumers are still somewhatundecided as to exactly whichbrand they are going to buy.Ensure you maintain a strongpresence in the Search results sothat you can be found not onlywhen consumers are looking foryour brand, but also when they aresearching generically for a productthat is offered by your brand.Search is not to be viewed solelyas a direct response mechanism.Search can also be used as agreat tool for branding; a greatcomplement to your other media.Consumers are busyToday’s consumer isconstantly on the go. Nearly 60%of UK adults say that there arenot enough hours in the day todo everything they would like. Asconsumers become increasinglypushed for time, they are seekingways to make their lives easierwith the ultimate goal of savingtime. By next year, 90% will makepurchases online , 53% of internetusers are expected to have theirgroceries home delivered andmCommerce is expected to growby 40% year on year.What to do?In order to win when yourcustomers are very busy, maketheir lives easier for them. If theyare looking at your ads or site ona mobile, let them call you. If theyvisit your site, use remarketing tobring them back (around 97% ofvisitors do not convert on theirfirst visit). Also use high impactcommunications to stand out;a great example of this is theYouTube homepage masthead,which reaches around 12m peopleevery day.Consumers have highexpectationsSeemingly, as a direct resultof consumers being empowered,today’s consumer has very highexpectations of products andservices. They become frustratedwhen websites don’t load quicklyenough. In fact, one in fourconsumers abandon a website if itdoesn’t load within four seconds.They expect fast speeds on theirmobiles too; half of mobile usersabandon a mobile site if it doesn’tload within ten seconds. And threeout of five won’t return!High expectations extend tocustomer service. Two thirds ofconsumers cite poor customerservice as the main reason toswitch supplier. And 90% ofconsumers say that they wouldeven be prepared to pay more fora better customer experience .What to do?From the time a customerarrives at your site, ensure yougive them a good user experience- make sure that your site isn’t oneof those which they abandon! Useanalytics (Google analytics is greatfor this) to constantly check yourload speeds, and to find wherepeople have a bad experienceand fall out of your site. Optimiseyour site for all devices, either bybuilding bespoke sites for eachdevice, or by using responsivedesign so your site is great on alldevices.Also ensure that you canprovide a fast and efficientcustomer service, maintaininga real-time, open dialogue withyour customers (and potentialcustomers) across multiplechannels. Use Social Media totalk to your customers wherethey are, consider using SocialMedia management software likeWildfire so that you are able to seethe whole picture in one place.2013 holds lots of opportunityIf businesses make sure theyrespond to consumers, they willbe well prepared for 2013. Googleis excited about the opportunitiesin 2013, and is happy to help otherbusinesses take advantage ofthem. nMattBushAgency Head,Google UKthe MAGAZINE - Greenlight 8
  • 10. page, as this will impact loadingtime – another important signal inranking.Poor mobile experiencesalso mean people are less likelyto share socially and more likelyto bounce right off and back tothe search results, never to return.In both cases these aren’t goodsignals to Google to better rankyour site in the search results.However, Google doessay that responsive is not theonly option – the other twobeing device specific HTMLand separate mobile URLS.Both options here are perfectlyvalid choices as far as Googleis concerned and the searchengine asks that specific hintsand annotations are added tothe pages to help it index themproperly. However, Google doeswarn that user-agent sniffing(on which both these techniquesrely) can be error prone and ifimplemented incorrectly, canresult in accidental cloaking -something which Google hasnever much cared for.Despite Google’srecommendation and all theobvious benefits, responsiveweb design does have its issues.Most importantly, desktop sizedimages downloaded to a mobilecan drastically increase the pageload time, especially for older orcheaper phones with less powerfulCPUs. It’s interesting that GoogleResponsive web design(RWD) has been aroundsince 2010 but will explodeonto the web in 2013.With new devices equippedwith screens of all sizes comingout every other day - the GalaxyS3 phone; the mini iPad; giantiMac screens; a myriad of differentlaptops; netbooks and so on - it’sbecoming difficult and expensiveto design, build and maintain aweb presence that maximises theuser experience on all devices andadditionally doesn’t chase awaycustomers through a clunky andhard to use user interface.Responsive web design is arelatively new approach, startingto gain traction as a solutionto this problem. The approachuses a combination of fluid gridsand layouts, flexible imagesand the intelligent use of CSSmedia queries to alter a designaccording to device size. As a userswitches from their desktop totablet for example, the websiteshould automatically switch toaccommodate resolution, imagesize and scripting abilities. Thismeans that columns disappear asthe screen size reduces, navigationmenus shrink gracefully to fit asmall screen and just the rightcontent is displayed to make theuser journey simple and obviousregardless of what device is beingused.But it’s not just pure userexperience that matters. In thesummer of 2012, Google statedthat its recommended approachto supporting multiple deviceswas to use a responsive solution.According to Google, it’s easier forits algorithms to assign indexingproperties to your content if thedesktop and mobile content ison a single URL, rather than onseparate pages or subdomains.Furthermore, Google hassaid that it can discover yourcontent more efficiently if it’snot separated on differentURLs per device, as it onlyneeds to crawl your pageswith a single Googlebot agent.This improvement in crawlingefficiency can “help Googleindex more of the site’s contentsand keep it appropriately fresh”.Additionally, Google alsoprefers users not to have to beredirected to the appropriatedevice optimised version of theresponsive web designby Tom LidbetterAccording to Google,it’s easier for itsalgorithms to assignindexing propertiesto your content if thedesktop and mobilecontent is on a singleURL9 www.greenlightdigital.com
  • 11. Take a look back through oneof your old, printed, photoalbums. Even with thebenefit of the scrawled notes onthe back of each, how many of thephotos from, say, 20 years ago doyou clearly recall? Take away thenotes on the back of each photoand you’re left with how I currentlybelieve Social Media monitoringtools see the social web; smallsnapshots of the past with nocontext other than who is in eachphoto.When people directlymention a brand or a key term, wecan measure it and understand it,but only in the context of itself. Asingle photo in your family albumfor example. That, however, isonly part of the problem. Whatwe more specifically can’t do ismeasure and understand what isbeing said about your brand whenthe brand term is not specificallymentioned. A photo in your albumthat you may have taken but arenot actually in, for example. Thisis the focus of my prediction forSocial Media in 2013.Working on a daily basiswith social monitoring tools hasafforded me the opportunity toexplore how they viewed me in anarea I consider myself relativelyinfluential (at the very least,passionate!); football. For all mysins, I’m a big West Ham fan andsince 2006 I’ve been talking aboutmy team regularly on my blog,which is fairly successful, and onTwitter since about 2007. So, froma social marketing perspective,there’s an argument for someonelike me being either an influenceror someone who would be idealto seed related campaigns.However, I’ll never be considered.Why? I don’t regularly mentionthe exact term, “West Ham” andwill therefore be very unlikely toappear in influencer search results.Of course, I regularly talkabout West Ham in the contextof “the game on Saturday”,“great performance” or (morecommonly!), “we’re going tostruggle this year”. Importantly,Tweets like this regularly garnerengagement and interest andoften there will be some sort ofdiscussion as a result of theseTweets. I’ve not needed tomention “West Ham” for my1,500 or so followers to knowwhat I’m talking about becausethey’ve come to understand that,in all likelihood, if West Ham areplaying at the time of my Tweet,it will most probably be aboutWest Ham regardless of whetherI have directly mentioned them.Analysing only the volume ofmentions also opens the door forfalse positives or, more precisely,people who have a passionatedisdain for West Ham andmention them a lot in what theypublish. To the undiscerning socialmonitoring tools, this personwould actually be ranked as anconteXt will be kingby Sam HaseltineTomLidbetterWeb DevelopmentDirector,Greenlighthas endorsed RWD when slowload times mean a poorer userexperience. There is currently noperfect solution for this, althoughthere are many reasonableworkarounds and two (possiblycomplimentary) proposed W3Cextension specifications thatbrowsers may soon adopt.Some argue that a betterapproach is to use responsive webdesign for desktop and tablets andthen entirely separate HTML formobile, thus allowing you to trulytarget content to mobile userswith no restrictions.Whatever the arguments forand against RWD, it’s clear thatmore and more organisations areseeing it as the best fit for theirneeds. Even though it probablyisn’t the right approach foreveryone, there is no doubt that2013 will be a very big year forresponsive web design. nthe MAGAZINE - Greenlight 10
  • 12. influencer!By way of example here aresome Kred badges of accountssuggested by a well respectedsocial media monitoring tool tobe the accounts with the mostmentions of ‘West Ham’. There isone caveat however, one of thesebadges is for my own accountalthough it was not even close tofeaturing in the ‘most mentions’influencer list. To add a little morecontext, one is a football newsaggregator, another the officialaccount for the Premier Leagueand another is the official SkySports account:If you’re not familiar withKred, the two scores displayedbroadly represent the following.„„ Influence:“is the ability to inspire action.It is scored on a 1,000 pointscale.”„„ Outreach:“reflects generosity in engagingwith others and helping themspread their message.”Ideally you want a high scorein both and I, personally, wouldconsider that to be both greaterthan 700 and 6, respectively.So that rules out three from theabove list (including the officialPremier League account), but notmine. The aggregator and SkySports obviously remain (dueto sheer wealth of content andtherefore term mentions - whichactually makes them unrealisticoutreach opportunities). All in allfrom those seven, only two plusmy own account (745/7) wouldbe worthy individuals to activelypursue for a digital marketingcampaign related to West Ham,yet my own account didn’t appearin the original ‘influencer’ list. It ismy belief that contextual analysisof Social Media accounts will leadto far more accurate, reliable andrelevant returns on influencerdiscovery.My understanding ofcontextual analysis would beto study factors such as: whatevents are happening at the timeof the Tweet, which terms areconsistently referred to, whichkey terms are mentioned in usersreplies to retweets, the content anindividual follower publishes andwhat content appears within thelinks a user shares.Through Twitter’s InterestGraph and Facebook’s Timeline(why else would they surfaceentire timelines if it wasn’t toimprove insight for marketers?!)it’s evident that not only is thisdata there in some capacity, butthat Twitter is actually alreadyusing it. Take this Promoted Tweetfor example:It was delivered to me when11 www.greenlightdigital.com
  • 13. viewing the stream for my WestHam account. On the surface it’sterribly targeted; I clearly don’tlive in Southampton! However, itjust so happened that West Hamhad played Southampton just twodays before this ad was deliveredto me. It’s clearly an example ofa bad use of Twitter’s InterestGraph as it doesn’t relate to mein the slightest, but the principleremains.I’m confident that untilsocial marketers have the tools toaccurately translate and work withthis data, we’ll always fall shortin terms of reaching outreachpotential. For 2013 I think we’llsee a rise of interpretations inthe contextual analysis space,improvements in accuratelytargeted advertising and toolsSamHaseltineSocial MediaStrategist,Greenlightthat bring this ability into themainstream. nSEARCH & DISPLAYby Hannah KimuyuWhat I predicted for 2012?At the back end of 2011,Google was just about tolaunch its DoubleClick SearchV3 platform - DS3 - a bidmanagement programme setto combine Yahoo! and MSNadCenter into an AdWordstype interface. There werealso rumours of an even biggerinvestment into Invite Media,a Demand Site Platform (DSP)Google had acquired earlier thatyear. With an exciting combo ofSearch and Display technologieson the horizon, I asked marketers- as advertisers will we really needto invest elsewhere when Googlecould potentially provide it all?What 2012 delivered?Google stayed true to itspromise and launched its DS3platform, and later on in the yeara rather unusual quiet launchof Double Click Bid Manager(DCBM) or Invite Media v2 tomost people.So what happened to Googletaking over the tech world, andleaving us with no choice but touse them and them only?Like all predictions, myenthusiasm was bigger than theactual delivery. With all thingsin the digital world, nothinghappens overnight. It requires afew years of grace to really takeoff. Surprisingly though, Googlehas been quite late to the bidmanagement and DSP game;with the likes of Marin, Acquisio,Kenshoo and DC Storm making areal impact for some time now.So was 2012’s launch of DS3and DCBM too little, too late?And what does 2013 realisticallylook like for this interestingcombination of technology?2013...My enthusiasm lives on. I’mstill convinced that advertisers willbe turning their heads to Google’scombination of Search and Displaymanagement technologies. Wehave to remember, the year ofMobile ran for over three years,before eventually making a dentin 2012, contributing to more than38% of online searches. Thereforesomething worth waiting forneeds time…right?So what’s changed?„„ DS3 API is now available tointegrate all third party tools, i.e.Omniture.„„ Google Analytics (GA) partintegration, but full integration isset for Q1 2013 whereby if youalready use GA there’s no need touse the Double Click tags, as it willoffer an end to end solution.„„ Full inventory managementcapabilities with one-clickintegration with the GoogleMerchant Centre.„„ All feed related programmes(Product Listing Ads etc) willhave a fully featured managementand optimisation process,coinciding with Google Shopping’scommercial model from Q1 2013.the MAGAZINE - Greenlight 12
  • 14. „„ Google Tag Manager,introduced at the back end ofsummer, more to follow…And then there’s DCBM orInvite Media, with many newadvancements in v2, but the onesthat stick out the most for meinclude:„„ Full integration with GoogleDisplay Network (GDN)„„ Full integration with YouTube„„ More granular geo-targetingcapabilities„„ Cross channel retargeting, e.g.YouTube, AdWords etc„„ And the most exciting accessto premium inventory or ‘privatedeals’, which is definitely the nextbig thing for display data buys andoptimisation in 2013But is this enough to have usall thinking Google and onlyGoogle?Surprisingly, Yahoo! andBing have not offered us anyway to integrate Search andDisplay. The Search Alliancehas (understandably) been itscore focus for 2012. That said,without sounding critical, we’veall seen great and much neededimprovements since the Alliance.Other DSP’s continueto improve massively, newexchanges are opening (Facebookis certainly one of the mostexciting), and a new waveof ‘super real-time bidding’specialists are paving the way,by offering a ‘managed service’making it easier for digitalagencies to get involved indisplay. Surprisingly, very few ofthese specialists are developingtheir own technology, insteadpiggybacking off two, sometimesHannahKimuyuDirector of PaidMedia,Greenlightthree DSP’s yet building their ownreporting and targeting interfaceon top. In the last few months,we’ve also seen various data‘geeks’ coming out of their labs,offering unique data buys andtargeting features that are simply aplug-and-play option. So it’s fair tosay 2012 has been a busy year fordisplay, with everyone contributingto its growth. Regardless, I’m stillconvinced (I hope not foolishly)that Google is the only one withits eye on integrating Search andDisplay across all devices.Like most years, Google hasalways made a BIG contribution todigital growth and development;however I am convinced 2013 willbe the start of a united Searchand Display vision, pioneered byGoogle. nGreenlight’s DigitalAdvent CalendarGreenlight’s Digital Advent Calendar is filled withgreat tips to help you create successful onlineChristmas campaigns.Find out how to make Twitter and Pinterest work for yourbusiness and discover the do’s and dont’s of SEO & PPC.http://www.greenlightdigital.com/digitaladventcalendar/13 www.greenlightdigital.com
  • 15. SearchCatalyst is an online marketing agency, offeringaffordable Search Engine Optimisation (SEO) services andpay-per-click (PPC) solutions to both small and mediumsized businesses. We understand that developing abusiness isn’t easy, but by offering specialist SEO and PPCpackages as well as Social Media consultancy and webdevelopment for SMEs we can help improve your rankingson Google, Yahoo and Bing. Our expert consultancydelivers traffic, leads and sales to your business.SearchCatalyst is a Greenlight company, a business thathas the distinction of being the fastest growing digitalmarketing agency in Europe. The group has grown fromjust one person to over 100 in just seven years so we knowa thing or two about taking a business to the next level.affordable + effectivefor SMEsweb developmentSEO,PPC&contact usContact us to find out how we can helpyou improve your online presence: 0203 3261 800 contact@searchcatalyst.co.uk
  • 16. GreenlightLevel 14, The Broadgate Tower,Primrose Street,London, EC2A 2EWwww.greenlightdigital.com