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2017 Game Changers - The Topics You Really Need To Know About


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In this presentation, Jon Hibbitt (Technical Analyst) and Scott Colenutt (Product Manager) recap the major changes in digital marketing in 2016, plus the top 10 hot topics that you should be thinking about in your 2017 marketing strategies. Read more about the topics mentioned in the presentation on our blog here

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2017 Game Changers - The Topics You Really Need To Know About

  1. 1. 1. A recap of major changes in digital in 2016 2. 10 hot topics for 2017 Our contact details are at the end of this video if you want to ask questions 
  2. 2. FEBRUARY Google removes right column ads from SERPs MARCH Google launches 360 Suite MAY Google refreshes mobile-friendly update AUGUST Google makes Keyword Planner changes SEPTEMBER Penguin 4.0 rollout Google launches Analytics Assistant/Automated Insights
  3. 3. 2017 Game Changers 1. Interstitial Penalties (Scott) • First launched ad interstitial penalty in November ‘15 • Interstitials are intrusive pop-ups that are not considered mobile- friendly • We know Google are now focused on a mobile first world • Announced in August they will crack down on interstitials from January 10th 2017 Key takeaway: Review your app interstitials before Christmas.
  4. 4. 2017 Game Changers 2. Google Data Studio (Jon) • Free easy to use data visualisation tool (beta) creates beautiful dashboards • Released May 2016 • Integrates with GA, AdWords, BigQuery, Attribution 360, Google Docs, YouTube Analytics and any Google Sheet data. • 5 fully customizable free reports (each with unlimited pages). Easily sharable like Google Sheets. • Live data connections which update when you change date ranges. Key takeaway: Sign up now!
  5. 5. 2017 Game Changers 3. Google Home and Amazon Echo (Scott) • Both are smart home devices • Amazon Echo has been available for 2 years in the U.S, launched in the U.K in September • 5 million units of Echo have been sold • Google Home launched in US in November 2016 • Adds a new way to search, interact, organise and buy Key takeaway: Just go buy one.
  6. 6. 2017 Game Changers 4. JavaScript Rendering • It’s known that Google can crawl and index JavaScript • Moving to a JavaScript framework website requires due diligence to prevent an SEO disaster • Use Google Search Consoles ‘Fetch as Google’ Tool to see how Google sees your JavaScript • Crawl your JavaScript site with a JavaScript enabled web crawler such as Screaming Frog Key takeaway: Proceed with caution.
  7. 7. 2017 Game Changers 5. Accelerated Mobile Pages (AMP) • Announced in October 2015 and launched in February 2016 • A resource-light way to render web pages on mobile • Relies on AMP HTML, a new open source framework • Launched outside of just news items in September ‘16 • There is an AMP testing tool, official WordPress plugin and lots of dev resources Key takeaway: Start the conversation with your developers.
  8. 8. 2017 Game Changers 6. Messenger Bots • A huge volume of communication takes place in chat apps such as Facebook Messenger (1 billion users) • Millennials are heavy users • Facebook have opened up Messenger for developers to create custom ‘bots’ • Bots can ‘learn’ from language using FBs Bot Engine • Check out Starbuck’s Pumpkin Spice Latte Messenger Bot takeaway: Explore how bots could connect you to FBM
  9. 9. 2017 Game Changers 7. Mobile-first Index • In November, Google announced they are testing a mobile-first index • Up until now, Google has used desktop versions of webpages as a signal for mobile results • This is going to change – Google will use mobile pages first for ranking • Huge change for sites that have different mobile and desktop experiences • AMP pages will still get priority • No date on when this is going officially roll-out Key takeaway: Do an audit of your mobile site.
  10. 10. 2017 Game Changers 8. Google Optimize • Free website experimentation tool. Beta released September 2016 • Integrates seamlessly with Google Analytics / Google Tag Manager • Allows you to run Redirect, A/B and MVT tests to increase conversion rates • Integrates directly to your Google Analytics Goals Key takeaway: Sign up for free now
  11. 11. 2017 Game Changers 9. VR/AR • Pokémon Go was one of the most popular games of 2016 (Over 100,000,000 downloads!) • Currently associated most with video games and entertainment, though is likely to expand into other industries, fast • Google Daydream provides a more accessible VR experience for Android users • Only a couple of Daydream compatible phones right now (including the Pixel) • Use social listening, keyword research and customer surveys to start understanding potential VR solutions Key takeaway: Start the research process.
  12. 12. 2017 Game Changers 10. HTTP2 • HTTP2 promises faster page delivery and works on modern browsers. • 11% of websites using HTTP2 • Move to HTTPS before evaluating if HTTP2 is worth it • Current page optimisation techniques may be detrimental to HTTP2 • HTTP2 requires a complete technical rethink of site build by your developers Key takeaway: Start planning your move to HTTPS.