The Weekly Marketing Roundup: 23\/08\/19This Weekly Marketing Roundup: 23\/08\/19 we discuss the future of Voice Search, Google sign language AI, an interesting book called "Life after Google", and the Top 5 Instagram Marketing Trends with some Instagram tools to help you with your strategy.#marketingnews #sydneydigitalmarketing #digitalmarketing #weeklymarketingroundup Thank you for tuning into this Weekly Marketing Roundup: 23\/08\/19. Here we talk about the latest news, challenges, and opportunities affecting the digital marketing landscape today, curated by Sydney Digital Marketing. Join the conversation in the comments below. \u00a0 Life After Google: The Fall of Big Data and the Rise of the Blockchain Economy Here\u2019s an interesting book that our managing director, Simon Gould is currently reading.\u00a0The Age of Google, built on big data and machine intelligence, has been an awesome era. But it\u2019s coming to an end. In Life after Google, George Gilder\u2014the peerless visionary of technology and culture\u2014explains why Silicon Valley is suffering a nervous breakdown and what to expect as the post-Google age dawns.FROM THE WALL STREET JOURNAL:\u00a0"Nothing Mr. Gilder says or writes is ever delivered at anything less than the fullest philosophical decibel...\u00a0Mr. Gilder sounds less like a tech guru than a poet, and his words tumble out in a romantic cascade."\u201cGoogle\u2019s algorithms assume the world\u2019s future is nothing more than the next moment in a random process. George Gilder shows how deep this assumption goes, what motivates people to make it, and why it\u2019s wrong: the future depends on human action.\u201d \u2014 Peter Thiel, founder of PayPal and Palantir Technologies and author of Zero to One: Notes on Startups, or How to Build the Future.\u00a0Google sign language AI turns hand gestures into speechGoogle says it has made it possible for a smartphone to interpret and "read aloud" sign language. The tech firm has not made an app of its own but has published algorithms which it hopes developers will use to make their own apps. Until now, this type of software has only worked on PCs. Campaigners from the hearing-impaired community have welcomed the move, but say the tech might struggle to fully grasp some conversations. "We're excited to see what people come up with. For our part, we will continue our research to make the technology more robust and to stabilise tracking, increasing the number of gestures we can reliably detect," a spokeswoman for Google told the BBC. Google acknowledges this is a first step. Campaigners say an app that produced audio from hand signals alone would miss any facial expressions or speed of signing and these can change the meaning of what is being discussed. "From a deaf person's perspective, it'd be more beneficial for software to be developed which could provide automated translations of text or audio into British Sign Language (BSL) to help everyday conversations and reduce isolation in the hearing world," he said.Hidden fingersUntil now, when trying to track hands on video, finger-bending and flicks of the wrist have hidden other parts of the hand. This confused earlier versions of this kind of software. Google imposes a graph on 21 points across the fingers, palm and back of the hand, making it easier to understand a hand signal if the hand and arm twist or two fingers touch. Last year, Microsoft teamed up with the National Technical Institute for the Deaf to use desktop computers in classrooms that helped students with hearing disabilities via a\u00a0presentation translator. In a blog, students described having previously missed some of what their professors had said because they had to keep switching attention from human sign language interpreters to what was being written on the board. But by having all the viewing information presented via a desktop, the problem was solved. One 25-year-old developer in Kenya\u00a0has built a pair of haptic gloves that translate sign language to an Android application\u00a0which reads the text aloud. Roy Allela made the gloves for his hearing-impaired niece, and his innovation recently won an award from the American Society of Mechanical Engineers.\u00a0The future of voice search: 2020 and beyondWhat does the future hold for voice search?\u00a0If you search the web for these words \u2013 or a version of them \u2013 you\u2019ll encounter no shortage of grand predictions. \u201cBy 2020, 30% of web browsing sessions will be done without a screen.\u201d Or, \u201cBy 2020, 50% of all searches will be conducted via voice.\u201d (I\u2019ll come back to that one in a second). Or, \u201c2017 will be the year of voice search.\u201d Oops, looks like we might have missed the boat on that last one.Will half of all searches by 2020 really be voice searches?I\u2019m going to start by looking at one of the most popular predictions that is cited in relation to voice search: \u201cBy 2020, 50% of all searches will be carried out via voice.\u201d So, not just voice search, but voice\u00a0and\u00a0visual search. This makes things a little trickier to benchmark, not least because we don\u2019t have any statistics yet on how many searches are carried out through images.The UX problems with voice As I mentioned in our last instalment on\u00a0natural language and conversational search, when using voice interfaces, we tend to hold the same expectations that we have for a conversation with a human being. We expect machines to respond in a human way, seamlessly and intuitively carrying on the exchange; when they don\u2019t, bringing us up short with an\u00a0\u201cI\u2019m sorry, I don\u2019t understand the question,\u201d\u00a0we\u2019re thrown off and turned off.What true voice search could sound likeI see two possible future scenarios for voice search. One, voice search remains as a \u201csingle search result\u201d tool which is mostly useful for fact-finding exercises and questions that have a definitive answer, in which case there will always be a limit to how big voice search can get, and voice will only ever be a minor channel in the grand scheme of search and\u00a0SEO. Or two, voice search develops into a genuine tool for searching the web. This might involve a user being initially read the top result for their search, and then being presented with the option to hear more search results \u2013 perhaps three or four, to keep things concise.The future of voice optimisationSo where does that leave the future of voice optimisation? We believe that voice is worth optimising for. However, the opportunity around voice\u00a0search\u00a0specifically is limited, and so we believe that brands should consider all the options for being present on voice as a whole \u2013 whether that\u2019s on mobile, as a mobile voice search result, or on smart speakers, as an Alexa Skill or Google Home Action \u2013 and pursue whatever strategy makes most sense for their brand. \u00a0 Top 5 Instagram Marketing Trends\u00a0 Wondering what the big Instagram marketing trends will be? From Instagram Stories stickers to \u201cnano-influencers,\u201d these predictions will help you know what to focus on, where the industry is headed, and how you can improve your Instagram skills for the year ahead: #1: Instagram Engagement Moves from Likes to Stickers Instagram Stories stickers provide a free, easy, and fun way to engage with your followers and get them invested in your brand, content, and products. I\u2019m also predicting that the success of stickers on Instagram Stories will result in\u00a0stickers coming to Instagram Stories ads, too. Now is a great time to be testing Instagram Stories ads while it\u2019s still relatively new (and cheap), because this ad platform is set to explode. We might even see\u00a0branded Instagram Stories stickers\u00a0too, similar to how brands can\u00a0create their own branded face filters\u00a0for Instagram Stories. It\u2019s time to change your definition of \u201cInstagram engagement\u201d and focus on engaging with your followers through Instagram Stories instead of just your regular feed posts. Create stickers that match your brand to use in your own Instagram Stories. Gift your followers with cute industry related stickers. \u00a0 Instagram Marketing Trend #2: Influencers Get More Authentic Expect \u201cauthenticity\u201d to become a big Instagram marketing \u201ctrend\u201d. The days of perfectly posed Instagram posts, overly edited photos, and Instagram bot comments are over, making way for more genuine experiences and authentic relationships. The influencer marketing industry has exploded thanks to Instagram, and\u00a0global ad spend on influencers is\u00a0expected to reach $5-10 billion\u00a0by 2020. 2018 saw the rise of a new breed of Instagram influencers focused on authenticity, like the body positive\u00a0Jenna Kutcher\u00a0who\u00a0gained over half a million followers in one year, growing from 166k to 700k+ without ever paying for a single follower. \u00a0 In order to keep their followers and their brand deals, expect Instagram influencers to get more personal and authentic. This includes talking about sponsored content, and I\u2019ve even seen influencers go as far as thanking their followers for supporting their sponsored posts, and explaining how much of their income comes from sponsored Instagram posts. \u00a0 Instagram Marketing Trend #3: It\u2019s All About Micro Influencers (and Micro Brands) Bigger isn\u2019t always better when it comes to Instagram marketing, a reality that many popular influencers face now that brands are\u00a0preferring to work with micro-influencers(accounts that have less than 100,000 followers). nano-influencer campaigns and\u00a0micro-influencer marketing\u00a0are set to take off as brands capitalize on authenticity\u2026and the algorithm. Working with smaller accounts is not only cheaper, it can also be more effective. 2019 is not about how many followers your main Instagram account has, and as your account gets bigger, it may actually do more harm than good as accounts with 100k+ generally see a much lower percentage of engagement. Instagram Marketing Trend #4: Tracking ROI From Instagram Last year, we saw a huge change at Instagram as the founders Kevin Systrom and\u00a0Mike Krieger\u00a0left the company. You may not have always agreed with their vision for Instagram, but they did have a very specific vision for what they wanted Instagram to be for the world: simple. The simplicity of Instagram will fade away as it inevitably becomes more like Facebook. The new Head of Instagram,\u00a0Adam Mosseri, was formerly Facebook\u2019s VP of Product, and we\u2019re sure to see major changes that will help businesses market and sell products easier. It\u2019s also possible that we\u2019ll see a\u00a0standalone shopping app for Instagram, making it even easier to shop your favourite looks from brands and influencers. Tracking ROI from Instagram will be a huge marketing trend, including the ability to track revenue back to individual Instagram posts and stories\u00a0to see what content is generating the most sales. With this we may see advanced analytics, like the\u00a0Instagram Account Analytics\u00a0currently in beta, and potentially opening up the Instagram API more to allow third-party platforms to create better reporting and tracking tools. Instagram Marketing Trends #5: The Rise of Dark Social & Instagram Direct \u201cDark social\u201d may sound like an ominous villain, but in reality it\u2019s just referring to social media that we can\u2019t track because it\u2019s private, like links or posts shared in direct messages. You can expect Instagram to continue building features for Direct, and we might see DM\u2019s disappear from Instagram altogether as it\u2019s spun into it\u2019s own app, like Facebook did with Messenger. Instagram will\u00a0hopefully\u00a0be making it easier for businesses to respond to all their direct messages too. What about IGTV? You may have noticed one trend missing from this list:\u00a0IGTV. It\u2019s important to remember that Instagram Stories were slow to take off too. The video sharing and lip-synching app\u00a0TikTok\u00a0(which recently merged with Musical.ly) has quickly become the #1 social app in both the App Store and Google Play store,\u00a0gaining a whopping 30 million users\u00a0in just three months at the end of 2018. \u00a0 THE BEST INSTAGRAM TOOLS There are lots of Instagram tools that can help you with your\u00a0Instagram strategy, but some of them are sharper than others. With more than\u00a0two million\u00a0monthly advertisers on Instagram, marketing with dull tools is not just a waste of time\u2014it\u2019s a competitive disadvantage. Whether you\u2019re looking for\u00a0scheduling support, analytics aids, or photo and video editing help,\u00a0we\u2019ve rounded up the essential tools that every social marketer should have in their Instagram toolbox. Instagram tools for automation 1.\u00a0Hootsuite Instagram posts and videos can be scheduled and\u00a0published directly\u00a0from Hootsuite\u2019s dashboard and mobile app. 2.\u00a0Adview Created by Synaptive, this app provides tools for monitoring and responding to comments on your Instagram or Facebook ads. 3.\u00a0Panoramiq It can be hard to keep tabs on trending hashtags and competitors. This tool takes the stress out of that by taking care of the logistics. It\u2019s easy-to-navigate dashboard lets you track and compare the performance multiple hashtags and competitors at once. 4.\u00a0Chute Reposting user-generated content can be a great way to engage with you audience and populate your feed social proof of your brand in action. But looking for the right content is time consuming. This app helps you build and organize a content library based on tags, geo-locations, and image-recognition technology. And it clears usage rights for you, too. 5.\u00a0Boomerang 6.\u00a0Adobe Lightroom CC app 7.\u00a0VSCO VSCO remains one of the top choices for photo editing thanks to its popular \u201cfilm-like\u201d presets and editing tools.\u00a0 8.\u00a0Snapseed Developed by Google, Snapseed is a free photo editing app that offers a smooth workflow and several easy-to-use tools that help creators edit for mobile. Instagram Stories tools Instagram Stories may be one of the last places where candid content is accepted. But if you\u2019re running a business account, you may want to spruce things up with some of these tools. 10.\u00a0Filmm Filmm app offers free filters, story splitting save options, video editing tools, and more via in-app purchases. 11.\u00a0Canva Canva offers a large library of Instagram Stories (and post) templates that can be customized accordingly. Canva is great for designing infographics, too. 12.\u00a0Unfold Unfold offers a range of minimal templates for Instagram Stories. The app also launched an Unfold for Brands agency that creates custom templates for clients like Equinox. Instagram ads tools Ensure your Instagram ad campaigns perform their best with these apps and tools. 13.\u00a0AdEspresso 14.\u00a0Shopping on Instagram More than\u00a070% of people who like shopping\u00a0use Instagram for product discovery. Connect your Instagram business account to a Facebook catalogue so that your audience can buy the products they discover with your account. Instagram tools for bio links Your Instagram account bio is the only place in the app that supports clickable link. Make that link count with these Instagram marketing tools. 17.\u00a0Sked Link Instagram tools for analysis and reporting 19.\u00a0Instagram Insights 20.\u00a0Hootsuite Analytics 21.\u00a0Fourstarzz Influencer Recommendation Engine With a database of more than 150,000 influencers, Fourstarzz makes it easy to connect with Instagram personalities that fit your brand values.