The Weekly Marketing Roundup: 23/08/19

This 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.   Life After Google: The Fall of Big Data and the Rise of the Blockchain Economy Weekly-marketing-roundup-23/08/19

Here’s an interesting book that our managing director, Simon Gould is currently reading. 

The Age of Google, built on big data and machine intelligence, has been an awesome era. But it’s coming to an end. In Life after Google, George Gilder—the peerless visionary of technology and culture—explains why Silicon Valley is suffering a nervous breakdown and what to expect as the post-Google age dawns.

FROM THE WALL STREET JOURNAL: “Nothing Mr. Gilder says or writes is ever delivered at anything less than the fullest philosophical decibel..Mr. Gilder sounds less like a tech guru than a poet, and his words tumble out in a romantic cascade.”

“Google’s algorithms assume the world’s 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’s wrong: the future depends on human action.” — Peter Thiel, founder of PayPal and Palantir Technologies and author of Zero to One: Notes on Startups, or How to Build the Future.

 

Google sign language AI turns hand gestures into speech

Google says it has made it possible for a smartphone to interpret and “read aloud” sign language. Weekly-marketing-roundup-23/08/19 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 fingers

Until 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 presentation 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 has built a pair of haptic gloves that translate sign language to an Android application which 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.

 

The future of voice search: 2020 and beyond

What does the future hold for voice search? If you search the web for these words – or a version of them – you’ll encounter no shortage of grand predictions. “By 2020, 30% of web browsing sessions will be done without a screen.” Or, “By 2020, 50% of all searches will be conducted via voice.” (I’ll come back to that one in a second). Or, “2017 will be the year of voice search.” 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’m going to start by looking at one of the most popular predictions that is cited in relation to voice search: “By 2020, 50% of all searches will be carried out via voice.” Weekly-marketing-roundup-23/08/19 So, not just voice search, but voice and visual search. This makes things a little trickier to benchmark, not least because we don’t 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 natural 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’t, bringing us up short with an “I’m sorry, I don’t understand the question,” we’re thrown off and turned off.

What true voice search could sound like

I see two possible future scenarios for voice search. One, voice search remains as a “single search result” 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 SEO. 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 – perhaps three or four, to keep things concise.

The future of voice optimisation

So where does that leave the future of voice optimisation? We believe that voice is worth optimising for. However, the opportunity around voice search specifically is limited, and so we believe that brands should consider all the options for being present on voice as a whole – whether that’s on mobile, as a mobile voice search result, or on smart speakers, as an Alexa Skill or Google Home Action – and pursue whatever strategy makes most sense for their brand.   Top 5 Instagram Marketing Trends  Weekly-marketing-roundup-23/08/19 Wondering what the big Instagram marketing trends will be? From Instagram Stories stickers to “nano-influencers,” 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’m also predicting that the success of stickers on Instagram Stories will result in stickers coming to Instagram Stories ads, too. Now is a great time to be testing Instagram Stories ads while it’s still relatively new (and cheap), because this ad platform is set to explode. We might even see branded Instagram Stories stickers too, similar to how brands can create their own branded face filters for Instagram Stories. It’s time to change your definition of “Instagram engagement” and focus on engaging with your followers through Instagram Stories instead of just your regular feed posts. Weekly-marketing-roundup-23/08/19 Create stickers that match your brand to use in your own Instagram Stories. Gift your followers with cute industry related stickers.   Instagram Marketing Trend #2: Influencers Get More Authentic Expect “authenticity” to become a big Instagram marketing “trend”. 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 global ad spend on influencers is expected to reach $5-10 billion by 2020. 2018 saw the rise of a new breed of Instagram influencers focused on authenticity, like the body positive Jenna Kutcher who gained over half a million followers in one year, growing from 166k to 700k+ without ever paying for a single follower.   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’ve 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.   Instagram Marketing Trend #3: It’s All About Micro Influencers (and Micro Brands) Bigger isn’t always better when it comes to Instagram marketing, a reality that many popular influencers face now that brands are preferring to work with micro-influencers(accounts that have less than 100,000 followers). nano-influencer campaigns and micro-influencer marketing are set to take off as brands capitalize on authenticity…and 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 Mike Krieger left 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, Adam Mosseri, was formerly Facebook’s VP of Product, and we’re sure to see major changes that will help businesses market and sell products easier. Weekly-marketing-roundup-23/08/19 It’s also possible that we’ll see a standalone shopping app for Instagram, making it even easier to shop your favourite looks from brands and influencers. Weekly-marketing-roundup-23/08/19 Tracking ROI from Instagram will be a huge marketing trend, including the ability to track revenue back to individual Instagram posts and stories to see what content is generating the most sales. With this we may see advanced analytics, like the Instagram Account Analytics currently 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 “Dark social” may sound like an ominous villain, but in reality it’s just referring to social media that we can’t track because it’s private, like links or posts shared in direct messages. You can expect Instagram to continue building features for Direct, and we might see DM’s disappear from Instagram altogether as it’s spun into it’s own app, like Facebook did with Messenger. Instagram will hopefully be making it easier for businesses to respond to all their direct messages too. What about IGTV? Weekly-marketing-roundup-23/08/19 You may have noticed one trend missing from this list: IGTV. It’s important to remember that Instagram Stories were slow to take off too. The video sharing and lip-synching app TikTok (which recently merged with Musical.ly) has quickly become the #1 social app in both the App Store and Google Play store, gaining a whopping 30 million users in just three months at the end of 2018.   THE BEST INSTAGRAM TOOLS There are lots of Instagram tools that can help you with your Instagram strategy, but some of them are sharper than others. With more than two million monthly advertisers on Instagram, marketing with dull tools is not just a waste of time—it’s a competitive disadvantage. Whether you’re looking for scheduling support, analytics aids, or photo and video editing help, we’ve rounded up the essential tools that every social marketer should have in their Instagram toolbox. Weekly-marketing-roundup-23/08/19 Instagram tools for automation 1. Hootsuite Instagram posts and videos can be scheduled and published directly from Hootsuite’s dashboard and mobile app. Weekly-marketing-roundup-23/08/19 2. Adview Created by Synaptive, this app provides tools for monitoring and responding to comments on your Instagram or Facebook ads. 3. Panoramiq 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’s easy-to-navigate dashboard lets you track and compare the performance multiple hashtags and competitors at once. 4. Chute 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. Boomerang Weekly-marketing-roundup-23/08/19 6. Adobe Lightroom CC app 7. VSCO VSCO remains one of the top choices for photo editing thanks to its popular “film-like” presets and editing tools.  8. Snapseed 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’re running a business account, you may want to spruce things up with some of these tools. 10. Filmm Filmm app offers free filters, story splitting save options, video editing tools, and more via in-app purchases. Weekly-marketing-roundup-23/08/19 11. Canva Canva offers a large library of Instagram Stories (and post) templates that can be customized accordingly. Canva is great for designing infographics, too. 12. Unfold 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. AdEspresso 14. Shopping on Instagram Weekly-marketing-roundup-23/08/19 More than 70% of people who like shopping use 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. Sked Link Instagram tools for analysis and reporting 19. Instagram Insights 20. Hootsuite Analytics 21. Fourstarzz 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.