This week in digital – Inbound Marketing for B2B startup growth, Instagram puts stories on its website but no story ads, Google launches AdSense User First beta & more customers prefer to buy directly from brands
Let’s look at the latest news that is prevalent in the digital world this week.
‘Inbound marketing ensures a stronger brand presence and a long-term impact’ – Ritesh Singh, CEO of #ARM Worldwide
- Inbound marketing plays a crucial role in bringing control to the dynamism of business.
- Attracting potential customers through compelling content that is both relevant and valuable to the customer is a vital aspect of inbound marketing.
- A strong positioning strategy gives a sharper and clearer direction to the business, which is essential for start-ups.
- Building buyer personas for your startup business sets the foundation of your marketing campaigns, since they not only incorporate demographic data but also behavioural insights.
- Outbound marketing gives you instant results but the shelf life is till budget ends; inbound marketing gives more value for the same buck.
Instagram starts putting Stories – but not Story ads – on its website
- With 250 million people checking out Stories in its app every day, Instagram is extending the product to its online audience that skews international.
- Now, the Facebook-owned photo-and-video-sharing service has begun showing Stories to people who log into its website.
- While the Stories feed in Instagram’s app features ads, for now Instagram will not insert ads within the online version.
- People will eventually be able to post to their Stories through Instagram’s mobile site, but not the desktop version.
Google launches a beta version of their AdSense User First technology
- A small number of AdSense and AdMob publishers started receiving invitations to Google Adsense’s User First beta program this week.
- The goal at this stage is to test new ways for publishers to make more revenue with fewer, (and hopefully more effective) ads.
- The program is meant to reward publishers that provide a good user experience — measured by site speed, ad layouts that generate high quality-clicks and low rates of users muting ads on the site — with priority access to new features.
- Google hopes to find the optimal formula for showing fewer, more targeted ads while driving more revenue.
More consumers seeking to buy directly from brands vs. retailers
- A survey of 1,000 adults contains lots of findings and implied recommendations for both brands and traditional retailers.
- Most millennials and Generation Z members are less likely to be loyal than previous generations — chiefly because there’s more transparency and information available to them.
- There’s a strong argument to be made that brands and retailers that get the customer experience right will see greater loyalty.
- While the survey responses vary by gender and age group, the majority of respondents expressed the general notion that brand/manufacturer websites offered better and more complete product information — and better prices.