Weekly Marketing Update: The Social World Cup Battle & Future of the Web
This week, the 2014 World Cup continued to make digital marketing headlines as Facebook faces off with Twitter in an epic social media battle for dominance in expertise, fan engagement and brand marketing. BrightEdge CEO Jim Yu reported in a recent column for The Huffington Post that the stakes are high, as this year’s World Cup is the most social sporting event, ever!
In other notable news, Andy Betts shared with readers of Search Engine Watch the new Experience Manager from Adobe, which seeks to transform digital marketing by integrating content, search, social and mobile user experiences across all channels and devices.
Enjoy this week’s latest and greatest!
Content from the CEO
“Attention, Sports Fans! The Biggest World Cup Battle Is Facebook vs. Twitter” by Jim Yu
In his latest article for The Huffington Post, Jim Yu describes the social media battle between Facebook and Twitter as they vie to become the go-to site for World Cup coverage.
As the world’s most-watched and most-social sporting event ever, this year’s World Cup presents an unprecedented social media marketing opportunity for brands, but which platform will best serve them? Jim weighs the relative advantages of Facebook vs. Twitter, and discusses how brands can leverage both to capitalize on the World Cup social media craze.
“Take a Cue from ‘Game of Thrones’ in Content Marketing” by Jim Yu
What does the “Game of Thrones” have to do with content marketing? As Jim Yu describes in his article for Entrepreneur , marketers’ common quest for quality content marketing campaigns can feel like an epic power struggle to take control of great ideas, channel that creativity in media form, and conquer the audience’s attention.
Drawing on the mottos employed by the different Game of Thrones’ houses, Jim describes how each applies to the content marketer. From the “Winter is Coming” theme of House Stark to the “Growing Strong” theme of House Tyrell, the parallel examples of today’s successful content marketers are aptly captured in this creative piece.
”SEO Plus PPC Equals SERP Real Estate, Content Glue & ROI” by Jim Yu
The data is clear: SEO and PPC are inextricably linked in search performance, and their synergy is key to conversions, rankings and ROI. Jim Yu’s article on how SEO and PPC work in tandem to influence SERP positioning and marketing ROI draws upon several recent, solid industry reports and the numbers are irrefutable.
Jim then explores why paid and organic search should be a partnership, and how brands can leverage them together to inform strategy.
He concludes:
By intelligently integrating your paid and organic search activity, synergies provide greater results in SERP domination. After all, they’re all part of the same real estate that your brand needs to invest in. Content is the glue that binds your SEO and PPC strategies. What’s important here is not only recognizing how the two channels impact one another, but how you can inform your strategy in either SEO or PPC based on data from the other channel.
In-Depth Articles from the Marketing Community
“Adobe Experience Manager: Content, Search, Social & Mobile – An Integrated Future” by Andy Betts
Based on his discussion with Loni Stark, Adobe’s director of product and industry marketing, Andy Betts distills how the Adobe Experience Manager may transform online marketing by covering “the whole digital user experience via optimization and integration.”
Describing the new Adobe Experience Manager as a heavenly relationship between the creative and marketing clouds, Andy delves into how its enhancements meet the challenge of integrating users’ digital experience across all devices and channels. He reports that in his detailed talk with Loni, they discussed “the reinvention of marketing, and how deep integration with content, search, social and mobile marketing technologies are the future of the Web.”
Search Marketing News
Amazon Fire Phone: Bing For Search, Nokia For Maps
With the Web on fire with speculation on how Amazon’s new Fire phone measures up to the iPhone and Android, the consensus seems to be that while it has some cool new features, it doesn’t quite cut it.
But what about its potential for mobile search?
Amazon has effectively blocked Google apps on its devices and they are not to be found in the Amazon store. So it appears that Bing is likely the default search engine for the Fire phone, as it is for Kindle Fire. As for maps, it’s reported that Amazon is relying on Nokia to provide the mapping data. With little direct information shared by the company, no definitive conclusions can be made – only inferred.
From the post by Greg Sterling at Search Engine Land:
Maps and local search are generally about bringing internet content and services to bear on real-world activities and decision-making. With this phone, Amazon is trying to do the opposite — turn the entire real-world into a selling environment (e.g., Firefly) for Amazon e-commerce and online services.
By 2016, Oreo’s Parent Company Will Spend Half Its Marketing Budget on Digital
In a dramatic, strategic shift from its traditional television advertising venue, Mondelēz International – the parent company of Oreo and numerous other snack brands – announced its plans to invest heavily in digital video ads, reports Ginny Marvin at Marketing Land.
Describing the international giant’s bold move as a signal of “digital video’s coming of age,” Ginny goes on to report that Mondelēz disclosed that it plans to spend half of its marketing budget on digital by 2016.
Events
Share14 is Only a Month Away!
BrightEdge’s digital marketing event, Share14 , is fast approaching! Join us in San Francisco, August 20 to 22, as the sharpest minds from the top global brands discuss the latest developments in digital marketing! And remember, discounted pricing ends August 7.
Have a fantastic weekend!