25/08: Digital Marketing News

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Gordon Carslaw. Tala Byrne.

This week's news sees Gordon give us a detailed exploration of mobile / desktop optimisation and Tala brief us on the latest Facebook news around engagement with video series on the platform. Enjoy!

Should I optimise for both Mobile and Desktop?

Why am I asking this question? Why am I going to answer it? It’s 2017 after all, surely this has already been answered. Well Yes it has, but let me finish. So what do we know:

  • % of people using mobile to search has increased consecutively over the last 5 year in UK
  • % of people using Desktop to search has dropped consecutively since 2013
  • 61% of customers will leave to go to a competitor if a site is not mobile friendly
  • 84% of people will leave a mobile website if it loaded slowly in the UK

This week BrightEdge released a report that reported ‘57% of traffic among its clients is coming from smartphones and tablets’. For some categories the numbers can be even higher, such as Restaurants and for younger demographics. This follows on from about 2 years ago when Google announced that globally, mobile searches had exceeded desktop queries for the first time. However this isn’t the most interesting thing the report highlighted.

‘Mobile v Desktop Queries produce different rankings 79% of the time’

‘BrightEdge research found that the same query on the same search engine generated different rank in mobile and desktop 79% of the time. The variability was also visible when analysing just the top 20 rank positions at only 47% of keywords generating different rank on different devices’.

This is understandable when we take into account factors such as proximity and location as ranking variables in mobile. Therefore this leads to the thinking that we must start to treat both mobile and desktop individually and optimise for both. BridgeEdge said ‘if brands do not track for both device channels, they are likely to misunderstand the opportunities and threats affecting them’.

It’s OK though, I have a Responsive Site...

It’s wrong to assume that because you have a responsive site that you are going to satisfy users on both Desktop and Mobile just like you think you are going to be optimised for both mobile and desktop queries. We have to realise that desktop v mobile users are completely different and in order to optimise for each we have to consider the following:

  1. Intent – Mobile users tend to have a stronger intent as they’re on the go compared to someone browsing at home on their desktop.
  2. Level of Distraction – Mobile users on the go, are they walking? Are they trying to find something quickly? Far more distractions compared to someone content at their desktop.
  3. Behaviour – Check Analytics and you’ll most likely see 2 different behaviours, length of time on devices, what pages they visit and do they convert? Because of their environment it’s likely they will behave differently so why are we trying to convert them in the same way?

This is why we must go further than being satisfied with having a responsive site. All a responsive site will do is make our site look pretty on mobile. Talia Wolf at GetUplift.co sums it up perfectly

‘Responsive design makes desktop experience look great on mobile, but it doesn’t address the specific needs of mobile visitors’.

It’s comes back to what I always like to say, ‘Content is King but Context is Queen’, if we are to be successful in optimising for mobile and desktop in future we must be willing to treat them separately and always put the experience at the forefront in everything we do. In return we would expect to reap the rewards from search engines.

You can find out more on responsive design v mobile optimisation here. In addition, to find out more on BrightEdge recent report on desktop v mobile queries you’ll find it here.

All that’s left to say is, as always, until next week folks, have a great weekend!

Gordon Carslaw, Senior Digital Marketing Executive

Brilliantly Tailored: An Evening with Dog & Sky (Free Sign Up | 31st August in Glasgow)

 

Video series on Facebook driving higher engagement - could be the next big thing!

We’ve known for a while that video on Facebook is an extremely powerful tool, but increasingly publishers are finding that one-off videos just don’t cut the mustard. Instead, multi-episode ‘shows’ or recurring video themes are becoming more popular for publisher content.

A great example of this is Mashable’s show “Art of the Scene,” in which each video talks about a different famous movie scene, or other Mashable series “Sharp Science” with scientific snippets. And the proof is in the pudding – Mashable says that their serialised videos have an average watch time two to three times higher than their standalone videos!

Mashable's Art of the Scene

If the trend continues to spread from publishers to brands and other Facebook pages, this could be good news for Facebook’s new tab Watch (check out Rebecca’s article on Facebook Watch in a recent Friday briefing!) - an effort from Facebook to try and get people to spend more time on the platform consuming video content.

The big challenge for Facebook though lies in attracting people purely for video – we’re used to seeing videos in our newsfeeds and watching those that are interesting but rarely do we go to Facebook specifically to search for videos the way we would with YouTube. Could serialised videos be the key to that? Time will tell!

Find out more on Digiday here.

Tala Byrne, Senior Social Media & Content Manager

 

That's it for this week, folks. As ever, comments welcome over on Twitter @dogdigital or email the team!

 

P.S. If you enjoy our discussions around the latest digital marketing developments, and will be in Glasgow in August 31, why not come along to our Brilliantly Tailored: An Evening with Dog and Sky alongside our friends at the Royal Highland Show to chat all things digital advertising. It's free, and of course there will be drinks and nibbles provided. Last few tickets available so be quick!