31/08: Digital Marketing News


Robert Ferguson, Rhys Ritchie, Emma Mulcahy

This week, Robert Ferguson discusses the new feature Google Signals within Google Analytics , Emma Mulcahy gives us an update on new Instagram tools and Rhys Ritchie tells us what design techniques he's been using for our social media clients this week!

The Introduction of Google Signals

Google is beginning to roll out a new feature in Analytics called Google Signals, designed to further enhance understanding of how customers are interacting with webmasters’ sites across multiple devices to produce user-centric analytics.

Although the feature is currently in a Beta Version, all Google Analytics properties are expected to be able to access this feature over the next few months.

With such a new feature, use cases will no doubt reveal themselves over the first 12 months of activation by webmasters, however two use cases currently identified by Google are:

  • Showing Cross-Device remarketing ads to Google users who have turned on Ads Personalization.
  • Seeing user-based (rather than cookie-based) data in the Cross-Device reports.

Google Signals works by using signed-in data from Google users who have switched Ads Personalization on, helping webmasters to collect additional information on how users are behaving across devices and sessions. This can be tracked across multiple browsers and multiple devices, and due to the large volumes of audience who are already turned on Ads Personalization, the entire user base of a website may be estimated.

Because this service involves sharing additional data around user behaviour with Google, compared to the standard use within Google Analytics, advertisers who implement this feature are required by Google to update their privacy policy to outline that browsing data will be shared in this way, although all data is anonymized and aggregated.

Robert Ferguson, Head of Paid Media


Instagram Updates to Benefit Marketers

This week, Instagram officials have announced the adoption of a new set of tools, designed to allow users greater insight into the workings of the social media giant. Features offered by this new set of tools include providing the option for users to log in via third-party authenticator apps, allow pages to apply for Instagram verification, along with the addition of an information tab on popular accounts.

Mike Krieger, Instagram CTO, explains that the information tab is available only on these far-reaching Instagram accounts in order that “you can evaluate the authenticity of the account.” Similar to the recent implementation of Ad and Page transparency tools by Facebook, the move is to somewhat demystify these social media platforms for users and to allow them a better understanding of who is behind these accounts. As the fastest-growing social media platform, Instagram appears to be following Facebook’s lead on the adoption of these transparency tools, in a bid to head off any potential criticism or concern over the app’s potential for the spread of misinformation.

While an enlightening update for users, for digital marketers and social media managers, this update could prove especially useful. As part of the Information Tab, users have the option to view ‘Accounts with Shared Followers’; as such, ready access to such information could make competitive market research much easier. Depending on the insight garnered, this option could allow marketers to gain deeper market understanding, including a clearer view of market trends and interests, and audience reception. Moreover, it could also help to direct on-platform content efforts, by allowing yet more insight into what your target market are searching for on the platform.

Managers of the affected Instagram accounts are already in receipt of notifications of the changes to take place, with September 27th selected as the day of implementation.

Emma Mulcahy, Social Media & Content Executive


This Week in Design

The design scene is always exciting as it is constantly evolving, keeping me on my toes! For this blog I’ll cover some of the design styles that I’ve had to adapt over the past week to keep our clients social media posts visually strong.

Design methods that make a social media posts stand out from the rest are constantly dipping in and out of fashion. Flat design had reigned supreme in recent years, so much so that brands became tired lost their visual flare. To combat this, 2018 has flipped design trends on its head by revitalising old favourites. It’s vital that I keep our clients social media images visually on trend to keep the posts exciting, contemporary and relevant amongst the endless scroll of a busy news feed.

To ensure the look and feel of our clients social media posts are creatively successful I have recently executed design techniques that are on trend and incorporated them into our client’s visuals:

  • Colour Transitions and Gradient Overlays

The majority of adverts over the past decade have looked towards the top guys Apple for inspiration. Yes their designs are innovative, but when every company wants their adverts replicating the simplistic style of Apple then it all gets a bit bland. That’s why I’ve welcomed the trend of vivid coloured gradients being used as a backdrop to visual artwork. This trend not only applies to social media posts but all aspects of graphic design. You can find vibrant colour gradients often in the form on UI, branding and illustrations. 

  • Bold Typography

Recently text has been getting bigger than ever with designers opting for huge headlines and extra-large type sizes. The fonts that have dominated the digital world has recently been Helvetica-inspired sans serifs, I’ve made sure to apply this to our client’s social media brands to help keep them aesthetically superior to their competitors.

  • Authentic Photography

Recently audiences have warmed to imagery that look and feel more real. Using real life photography as a forefront of a brand helps build a connection between them and their market, leaving cheesy staged stock photos in the past. This is refreshing I’ve used more interesting and natural images for our clients.

Rhys Ritchie, Junior Designer