Once again, it’s been a pretty wild ride through the marketing news arena in November. The little app that could, Snapchat, shocked almost everyone when they refused to sell for the staggering sum of $3 billion, leaving it clear that we’re moving towards a new era of mobile messaging. Major research firms revealed that email usage is slipping, and brands are struggling to find talent to hack their analytics. If there was a single theme in this months’ marketing news, it would be that nothing is stagnant in the world of digital content and marketing. Join us as we count down the most significant stories:
What could you do with a $3 billion paycheck from Facebook? Probably quite a bit, but it wasn’t enough for Snapchat founder Evan Spiegel and staff. The marketing ews hit last week that he turned down the social media giant’s cash purchase, leaving even the most seasoned tech industry experts scratching their head at exactly why he made that move. While there’s no easy answers, reporter David Clark Scott points to Facebook’s loss of popularity among teen users - who are, in many cases, the most-engaged users of the Snapchat app. We think it could have something to do with the fact that disappearing content will likely continue to explode in popularity. There’s no saying that Snapchat won’t sell in the future, but for now, the world’s most-popular messaging platform is to remain a lone agent.
Email is dead. Well, not quite yet. Marketing news revealed that the iConsumer study by McKinsey found that email usage is showing a strong trend downward, declining 20% between 2008 and 2012. Consumers are definitely more plugged-in than ever, but they’re simply spending more time on social media and mobile:
If we had to pinpoint the biggest marketing news for content professionals this fall, it would surely be Google’s quiet decision to start withholding keyword data. It’s definitely changed the game for SEO specialists. Marketing Director Elise Gould shared that many experts believe that in the near future, we’ll no longer have any keyword insights at all. When you’ve got nothing more to work with than Google’s automatically-populated suggestions for searches, these “affinity insights” can actually be a powerful tool for shaping your content marketing strategy.
I can tell you’re shaking your head. There’s a good chance you know at least a half dozen content marketers and social media specialists. But are they any good? Or do you even know the difference? According to Search Engine Watch, as many as 30% of brands can’t identify outstanding digital marketing talent when they see it. And there really is a talent shortage, too - especially when it comes to big data and mobile marketing:
While employers may struggle to fill positions in the years to come, for both inbound marketing
specialists and generalists, it’s certainly a buyer’s market.
There’s really nothing more heartwarming for content professionals than marketing news of a brand who succeeds at building buzz around a boring product. That’s why HubSpot’s Dan Lyons gave a serious high five to Microsoft’s digital marketing team, who’ve recently turned to tellings and retellings of epic tales, like 88 acres. If you needed any evidence that quality and originality truly prevail, their most recent epic gained 140,000 views in it’s first week - without any significant content promotion!
It doesn’t matter what your political affiliations are, or how you feel about Obamacare to begin with. The recent launch of the healthcare.gov website for the affordable care act was disastrous. Millions of Americans essentially got a busy signal when it first went live, and the problems remain. As Lyons point out, modern consumers associate a website’s performance with organizational competence. It’s a serious lesson from marketing news for companies worldwide - if your website’s slow-to-load or unhelpful, you may never get to prove to consumers that your company’s much better than your web presence.
In the nerdiest marketing news story featured in this edition, responsive designers worldwide rejoiced when they learned their careers won’t be scrapped in the name of superior search rankings. Cutts addressed speculation that mobile-specific websites were viewed more favorably by Google than responsive sites which are automatically optimized for any browser size. The great news is that user experience and quality content carry much more weight than how you choose to feature your site - but you’ve definitely got to go mobile or responsive if you haven’t already.
For more on the topic, dive into 50 Amazing Mobile Marketing Statistics that Will Move You to Action.Did you read - or write - any amazing marketing news coverage in November? Share a link in the comments - we’d love to read and discuss!