Marketing Pilgrim's "Search Marketing" Channel

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Google reveals top toy trends, adds 360 degree photos to search

Top Toys 2014Google is ramping up everything they can ramp for the start of the 2014 holiday shopping season starting with a richer mobile shopping experience.

Google already noted a 3.5x increase in smartphone shopping searches year-over-over. Even better, they’re already sending more mobile traffic to retailers per week from Google Shopping than they sent during the best week last year. Think about that. It’s not even Black Friday yet and they’re already sending a record number of shoppers to online stores.

To make the experience even more rewarding for everyone, Google is adding expandable product cards for popular products. The new product cards include important details (size, options, color, etc), customer reviews and available locations. Some products will also have the new 360 degree photo option so buyers can see what their choice looks like from every angle.

Writers Rejoice! Study shows Google rewards those with more to say

searchmetrics-labs-and-robotContent marketers, would you like to know the secret to getting in good with Google’s search engine spiders? Come closer and I’ll whisper it in your ear. . . .

. . .all you have to do is post high quality, relevant content.

Honestly, it’s a little more complicated than that but when you boil down all of the data from the comprehensive 2014 Ranking Factors Study from Searchmetrics, that’s pretty much what you’re left with.

But Searchmetrics did go through the trouble of writing an 83 page document. And they did produce an adorable infographic with retro robots (its as if they know me!), so we’re going to spend some time digging a little deeper.

70% of B2B marketers are producing more content, but only 21% are able to track ROI

TheĀ B2B Content Marketing 2015: Benchmarks, Budgets, and Trends, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove–say that 10 times fast–is out and provides an interesting, if not concerning, glimpse of how B2B marketers are approaching their marketing strategies.

First, an alarming number haven’t written down their marketing strategy, which means, should they not turn up for work one day, their company is up a certain creek, without a paddle:

2015-b2b-research-content-marketing-strategy

Hoping that more equals more, B2B marketers are pumping out more content this year versus last year:

2015-b2b-change-content-creation

Lastly, only 21% of surveyed marketers report any kind of success in tracking their ROI, with 15% not even bothering to track!

2015-b2b-tracking-ROI

Friday Roundup: LinkedIn gets chatty, Yahoo retirees and more

Beam me upAnother Friday is upon us and I have a few new tidbits to share. Grab your favorite beverage and let’s get to it:

LinkedIn Hooks up with WeChat

WeChat, the world’s fastest growing social app (says LinkedIn) now has LinkedIn baked-in. The messaging platform launched in China in 2011 and now has 600 million users (or less, depending on who you ask.) The app does appear to be very popular with users outside of the US and could be very handy if you’re doing business in China or India

When you hook your account up to WeChat you can pull over all your contacts with a few clicks and easily share your LinkedIn profile with people all over the world.

HootSuite Has Something to Crow About

Google boosts some search results with added Structure Snippets

A proper search engine is like a mind reader. It doesn’t just deliver what you asked for, it has to deliver what your thinking about, even if you’re not sure what that is.

If you searched the word “Dallas” today, there’s a strong possibility you want to know who died in last night’s season finale. But you could be searching for a hotel in the city or you want information about the sports team but you can’t remember if they’re Cowboys or Mavericks.

By adding a second word to your search; TV, hotel, football – the results change and you have a better chance of finding out what you need to know. Amazing.

Now, Google is taking another step forward with the addition of “Structured Snippets.”

Google’s biggest spender could be their next biggest competitor

Last year, Amazon spent $157.7 million on Google U.S. search ads. As this chart from AdAge shows, they were the number one buyer of ads by far, which is ironic since they’re actively working on an advertising network of their own.

Google This Adage

Yep, Amazon is paying big money to a company they hope to compete with in the future. It’s really not all that surprising. Custora says almost 44% of all US ecommerce transactions in Q1 2014 began with a search engine. And though there are other ways of searching the internet, no one can deny that Google is king. Even Amazon can’t take that away from them.

Here are a few more stats from Google:

Walmart sending customers to other etailers? It’s not a miracle, it’s Adsense

Sponsored Product Ads on WalmartIn the classic Christmas movie Miracle on 34th Street, Macy’s’ Santa Claus is caught sending customers to competitor Gimbels because making a child happy is more important than making a buck. At first, the Macy’s execs are horrified until they realize that what they’ll gain in goodwill by continuing the practice will actually improve sales over all.

I think Walmart must have been having a “miracle” moment when they agreed to be part of the new Google Adsense for Shopping program.

I searched Walmart.com for a Frozen throw and this is what turned up in the sidebar – ads for related products from OTHER retailers. If you click that blue question mark at the top, this is what pops up: