21/07: Digital Marketing News


Angus Carburns. Gordon Carslaw. Rebecca Richardson.

We've got the latest news on Google's drastic homepage from Angus, (more) news on optimising for voice search from Gordon, and a delve into the marketing successes around the Women's Euro 2017 from Rebecca. A real mixture this week!

Google homepage set to change dramatically

News broke this week that Google’s homepage is set to change drastically, which many predict will influence search behaviour moving forward. The search giant will be adding a ‘news feed’ to its website and app, in a bid to show users content that they might be interested in prior to conducting a search. As part of the move, Google will begin to show features, news stories and videos as part of the homepage experience.

Many have likened the changes to Facebook’s news feed which has led to speculation among industry experts about whether or not this will result in the creation of a new form of information ‘filter bubble’.

Rank Fishkin, of Moz, further speculated that “some ‘suggested’ topics and search will likely see an insane spike volume” as a result of the change, going on to state that “optimising for the ‘Google’ news feed” may well be the next frontier in search marketing. We’ll be sure to keep you up to date with all of Google’s major changes and their implications for search visibility.

Angus Carbarns, Insights Analyst


Optimising for Voice in 2017 and Beyond!

Before you say it, I know what you’re thinking, “Here we go again, Gordon’s still banging on that Voice Search Drum”. Well to be honest I wouldn’t blame you if you were, but the reason I have brought it up again, yes AGAIN, is after coming across, columnist, Jim Yu’s blog on optimising for voice search. The stat that stood out for me was ‘approximately 62 percent (of marketers) have no plans to prepare for voice search’, despite 31% of marketers seeing voice search as the next big thing.

Well Jim, I’m glad to inform you that we (Dog) were on this bandwagon back in January when we discussed The Growth of AI and Voice Search and is something we continue to focus on. In the last 6 months we’ve been making our clients aware of the importance voice search is going to be in the future. In fact, we already have strategies in place to ensure our clients are best positioned for the continued growth of voice.

Jim Yu, also founder of Brightedge, shows their research of how many marketers are not prepared for voice despite more than 20% of all mobile searches being voice searches. The amount of marketers when it comes to having a plan for voice are:

  • 62% not likely
  • 28% somewhat likely
  • 7% very likely
  • 3% already implementing

Unlike some who know voice is important and not doing anything about, at Dog we’re the opposite. We appreciate that there are now gaps in content due to how the way people search and interact with a text box is different from those using voice search. Like Jim highlights here:

‘…when looking for a restaurant with text search, I may type in, “lunch in San Mateo.” When I use voice search, my query may change to, “What restaurants are open in San Mateo?” or “What restaurants are open now for lunch?” Voice search queries are longer than their text-based counterparts and normally focus around “who,” “what,” “where,” “when,” “why” and “how.”’

This means there is opportunity for businesses to answer these queries with high quality content. At Dog, we’ve been a great believer that optimising for local search will take you a long way to preparing for voice in the future. Also one way we do this is through regular content gap analysis, what are people searching for, not just in text box format, but also for voice and create the content to satisfy users intent. We’re excited about it and Jim is totally right in everything he says but, sorry Jim, you’re missing out on our Dog twist. To find out more about optimising for Voice you can check out Jim’s blog here or if you would like to find out more on how Dog can help, create or implement, your voice strategy get in touch with us here.

Before you go you can check out my weekly hot blog picks:

As always folks, until next week, have a great weekend when it comes!

Gordon Carslaw, Senior Digital Marketing Executive


Women’s Euro 2017 – The Hat trick Heroes

I still vividly remember the day my father took me into the garden with a ball and oh so gently rolled it to my dainty feet. It was at the point as I went to pick it up that he slapped my hands away…and I’ve been kicking footballs ever since.

And so it gives me great pleasure, like so many other sports fans around the world, to see what a positive step it is to have female football gradually rocking the nation. But it’s not the painted faces, unusual warm ups nor even Michael Owen’s questionable commentating skills that keep me glued to updates on this years’ UEFA Women’s Euros. It is seeing the wonderful marketing campaigns growing around it, all with the purpose of making the beautiful game more accessible to young girls and women around the world. Finally brands are beginning to wake up to the commercial potential of women's sport sponsorship, and creating some great campaigns and partnerships to resonate with their target audiences.

So let’s see who’s on their way to dream goals this summer - unlike Scotland after Wednesday’s performance…we need say no more. 

Lionesses and Little Mix

England’s marketing team has hit the ground running with its EURO campaign, having teamed up with Little Mix to get huge support from young girls across the UK. The partnership cleverly engages the team, with Little Mix’s fan base, typically ranging from 12-18 years old. The band's latest hit ‘Salute’ is perfectly fitting in encouraging support for the Lionesses. Check it out here on the FA website.


As a young girl I loved swapping my football stickers in the playground, and it honestly brings a tear to my eye seeing Panini raising the bar in sporting equality. This year, the company released the first ever Women’s Euro 2017 sticker collection. Not only is this engaging young people – especially girls – with female football around the UK, but Panini has made its sticker books globally accessible by launching a digital trading card collection in an online game through mobile and Facebook. Top marketing idea and hugely innovative. Read more over at Snack Media. 

Together #WePlayStronger

Last but certainly not least, we cannot ignore UEFA, an organisation that has spent millions in marketing campaigns set to achieve their goal of making football the no 1 sport for women across Europe by 2020. In my opinion, the marketing team, featuring our amazing former Dog, Kayleigh Grieve, is well on its way with the Together #WePlayStrong campaign. The main drive in the campaign is cool, edgy, urban videography alongside non-stop social content from huge influencers in sport, music and entertainment. Ultimately, fuelling the idea that football is far more than just a sport: It's about being welcomed into a team. It's a way to grow self-confidence. To learn life skills. And it’s a lesson in supporting one another on and off the park. 

I was fortunate enough to have a father who inspired (borderline made) me play football from a young age, and it is so warming to see so many influencers around the world doing their part in encouraging young women to take that first kick. This is marketing with true purpose, well executed. 

Rebecca Richardson, Social Media Executive (Football enthusiast and Capt. Partick Thistle Ladies F.C.)


That's us for the week - until next time. Remember, feel free to get in touch via Twitter @Dogdigital or over on Facebook if you have any questions about anything in this week's briefing!