Tag Archives: Google

Digital Bytes: World Cup Campaign Uses French Fries


Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on the launch of Meantime Brewing Company’s app, Google’s creative exhibition and McDonald’s World Cup campaign using French fries.

Meantime Brewing Company launches Blippar app

Meantime Brewing Company has created an augmented reality app for the beer connoisseur which uses the Blippar app to provide a range of interactive activities. Blippar, a free app for tablets and mobile devices, lets customers ‘blipp’ the Meantime Logo on labels and beer font badges to reveal a menu of interactive options. This includes 30-second mini videos by expert sommeliers imparting tasting notes and food matching advice. Additional features include a range of carefully created beer-based recipes as well as news and information, competitions and offers. Richard Myers, Marketing Director at Meantime, said: “Since Meantime opened its doors in 2000, we’ve set the bar in terms of our use of innovation and tech – employing it to great effect in instilling our unique sense of invention in creating truly original, world-beating brews that have led the way in terms of British craft beer.

Google partners with the Barbican to show coders are artists

Coders are inherently creative and don’t need to be partnered with art directors and copywriters, said Google Creative Lab’s Steve Vranakis at a digital art exhibition at the Barbican. The exhibition explores art made with code, by developers using technology as their canvas and code as their raw materials to create innovative, interactive digital art installations. The project is designed to inspire the next generation of developers and artists by highlighting coding as a creative art form Vranakis, the Executive Creative Director at Google Creative Lab, was speaking at a private viewing of Google’s DevArt exhibition at the Barbican Centre. For the show, Google commissioned artists to create installations using technology and code. Google presented three installations that included Zach Lieberman’s Play the World, a keyboard that takes notes in real-time from internet radio stations across the world whenever a key is struck. Varvara Guljajeva and Mar Canet created Wishing Wall, which invites people to whisper wishes into a receiver and then turns that wish into the image of a butterfly on a screen. Karsten Schmidt produced an installation called Co(de)factory, which used a 3D printer that allows people to collaborate to make physical artefacts.

McDonald’s re-enacts World Cup highlights using French Fries

McDonald’s has launched its latest World Cup campaign in the form of FryFutbol, a painstaking re-enactment of key moments from every match in the tournament using French fries. Proving that when the chips are down, the stomach is the quickest route to consumers’ hearts, the campaign recreates the goal keeping heroics of the USA’s Tim Howard when playing against Belgium. The wordless shorts have been designed for global consumption with McDonald’s thoughtfully adding cartoon eyes to the edibles in a bid to recreate some of the key personalities from the field. The campaign ties in with a real-world re-design of medium and large packs of French fries featuring 12 World Cup inspired designs.



Digital Bytes: Sainsbury’s and Google launch first voice recognition banner ad


Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on iBeacon technology in the retail industry, Google’s launch of premium video ad exchange and Sainsbury’s Food Rescue campaign with first voice recognition banner ad.

Karl Lagerfeld, Armani and Hamleys to target consumers via iBeacons

Regent Street’s line up of luxury retail brands, including Karl Lagerfeld, Armani and Longchamp, are set to deliver personalised marketing messages to shoppers using iBeacon technology.
The Crown Estate, which owns the shops on Regent Street, is introducing a mobile app that communicates with beacons in each store via Bluetooth, allowing consumers to receive offers and personalised content as they walk by.
As well as providing content, the app is also intuitive, building a profile for each shopper so that the content they receive is tailored to their individual preferences.
Paul Lorraine, UK General Manager of Longchamp said: “Success in retail in the 21st century is strongly linked to how you engage your customers in store and online. Regent Street already has a reputation as being the place to be for brands like ours and the new mobile app will bring the digital and physical together, providing an exciting new way for us to speak to our customers.”

Google launches premium video ad exchange

Google is looking to make it easier for brands to buy premium video ad inventory programmatically across the web with the launch of a premium video ad buying platform: Google Partner Select.
It is predicted that video ad spend will grow from $4bn to almost $6bn in 2014, yet one barrier to growth has been the difficulty in finding high quality video ad inventory, according to Google.
The programme allows brands to place bids on pre-roll and mid-roll ads via real-time auctions, with Google’s algorithms matching advertisers’ desired audiences with the inventory available across the platform. Demand-side platforms and agency programmatic trading desks will also be able to buy inventory through Partner Select.
Alongside Partner Select, Google is also introducing a new way for brands to buy video ads directly through its DoubleClick platform, streamlining the traditional process of long negotiations followed by insertion orders.
Neal Mohan, Google’s Vice President of Display and Video Advertising Products, says : “This new option is meant to help streamline what today can be a cumbersome process, involving days of back-and-forth negotiations, dozens of phone calls. We hope brands and publishers will be able to spend less time on logistics and more time building partnerships and winning creative and content.”

Sainsbury’s and Google launch first voice recognition banner ad

Sainsbury’s and Google have developed the first interactive banner ad to include voice recognition technology as part of a marketing campaign to promote the two brands’ new tool which aims to help people cut down on food wastage at home.
The banner ad, which will appear on Google and other sites, carries the same functionality as the food wastage tool. Mobile users will be able to click on the expandable banner and speak the names of up to nine ingredients into their smartphone, which will be used to show a range of recipe ideas, from simple snacks to dinner party ideas.
The ads are used to promote Sainsbury’s Food Rescue, which aims to offer shoppers inspiration and advice on how to use leftovers and other ingredients. The move comes after Google data revealed that searches for terms such as “leftovers” have increased by a third over the past year, with around 64 per cent of those performed on mobile devices.
The tool will also enable customers to input the amount of food they have rescued and money saved, which will feed into a leader board showing how much different cities and regions have saved, as well as the UK as a whole.



Digital Bytes: Google Adds Public Transport Data To Maps


Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on the #BirdsEyeInspiration campaign, Nutella’s innovative attempt at growing its strong global brand and a new update from Google Maps.

Birds Eye creates pop-up restaurant where guests settle the bill with an Instagram picture

Birds Eye has launched a pop-up restaurant that allows customers to settle the bill by sharing an Instagram picture of their food using the tag #BirdsEyeInspirations.

The concept restaurant, named The Picture House, will open its doors in London this week before visiting Manchester and Leeds in June, after research found that 52 per cent of the public regularly take photos of their meals.

Birds Eye Marketing Director, Margaret Jobling commented: “Taking photos of food enables people to show off and to share their mealtime moments – from the everyday to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range.”
As well as opening The Picture House restaurant, the Inspirations range will be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign.

Nutella launches first global campaign to exploit ‘great love’ for the brand

The “50 Years Full of Stories” campaign asks the chocolate spread’s 26m social media fans to share their Nutella stories by text, photos or video for the chance to win exclusive prizes. Fans who submit stories receive a personalised name label for a Nutella jar as well as being entered into a prize draw to attend birthday parties hosted in different cities.
Emma Colquhoun, Ferrero UK’s Marketing Director for the UK and Ireland, says, the move aims to encourage its advocates to help grow the brand now that they are “fully-aware” of its credentials as a breakfast spread.
The advocacy push comes a year on from the criticisms the brand faced following its cease and desist notice to the owner of the unofficial “World Nutella Day” website. Nutella pulled the court order, concluding a period Colquhoun says generated valuable insight on working closer to fans.
Colquhoun adds: “We’re leading our marketing through social media now whereas in the past it would have been TV. Since we changed our positioning from a treat to a breakfast alternative in 2007 we’ve seen strong global growth despite the absence of one, unified theme.

“[Global marketing] is something the Ferrero organisation is looking into and the Nutella brand seemed like the best place to start because the breakfast theme was present in various markets.”

Google adds public transport data to Maps

UK users of Google Maps can now benefit from the addition of public transport data to aid navigation from smartphones and tablets whilst out and about.
The update extends limited coverage in larger cities to the whole country for the first time, enabling national travellers to benefit from the extended reach.
The ‘public transport’ option in the route finder pulls timetabling information direct from Traveline to offer Android users guidance on how to reach their destination – although it will not have access to the real-time data present in Nokia Maps.
A key innovation from Google however is the conversion of Traveline’s raw data into the General Transit Feed Specification (GTFS) format – which will be made freely available to smaller app developers for use in their own services.
Traveline Chief Executive Julie Williams said: “It’s an amazing shop window for our operators’ services. The presentation and way Google has pulled together the data looks exceptional – we’ve not seen anything like that before.”



Google Hummingbird Algorithm update – What’s new?


 

Google’s latest algorithm; Hummingbird, was pushed live around a month ago, although it was only officially announced on Friday 27th September 2013.

What is Hummingbird?

Google’s Hummingbird, named so as it will make Google “precise and fast” will affect around 90% of all searches; allowing Google to apply more context to users’ search queries. The update focuses more on Google’s Knowledge Graph– an encyclopaedia of more than 570m concepts and relationships that allows Google to anticipate information you may want to know about your search term.

Hummingbird is Google’s solution to the changing way in which people use search engines across different devices, in different locations, and at different times of the day.

With the increase in mobile searches, and capabilities such as voice search, people are interacting with search engines in very different ways; using very different keywords, and often more likely to ask questions.

Better Search Term Understanding, Context, Semantics

Hummingbird puts far more emphasis on context, than individual keywords. It brings the capability of understanding entire phrases and questions, rather than individual words within them.

It also allows Google to consider other signals in its results, such as the user’s location, time of day, previous searches, and other information previously shared with Google. This gives a far more personalised and accurate set of results to the user, making for a better overall experience.

Conversational Search

One of the most significant changes to the way Google works is ‘conversational search’. This has been live in Google Chrome for a number of months, using specific pieces of information, but has now been rolled-out to the whole Google Index.

Conversational search allows users to conduct a search or ask a question; which can then be followed-on with another search where the previous search will be considered for context!

For example: If you start by asking Google “who is in the latest Calvin Klein perfume advert?” and follow up the search with ‘where can I buy it?’, Google will take into account the context of the first search when giving you results for the second search. Historically, it would have treated them as separate search queries and would not have given you brand information in the second search.

What has the impact been so far?

It’s still early days, but even though Hummingbird was implemented a month ago, most website owners haven’t noticed significant changes. It’s safe to say the short term impact hasn’t been very dramatic.

However,  it’s likely that websites with a developed content strategy that have carried out on-site SEO over the past 12 months will benefit from the algorithm update more-so than thinner websites.

SEO will likely change and focus more on the following:

  • Creating good quality, interesting and unique content, with the aim of appearing in more places and giving sites a chance of being ranked higher.
  • Less keyword stuffing, more use of conversational tone.
  • Telling Google more about your website by using, for example, Structured Data Mark-up.
  • Optimising for mobile searches, as these, and voice searches, are undoubtedly where the market is moving.

What Do Brands Need to Do?

As SEO becomes less about keyword data and more about customer engagement, websites need to provide users with quality, engaging, shareable and linkable content.

Sites that have focused on providing genuinely helpful and relevant content and have adopted a conversational approach will reap the benefits and certainly gain more visibility. Conversely, sites that offer poor quality, thin content and have tried to “cleverly” stuff keywords in strategic places, will most likely need to re-think their strategy or face losing a significant portion of visibility.

Hummingbird will require brand owners to take a more serious approach to the use of their websites. Over the past few years, there has been more emphasis on using social platforms, which is not incorrect; but should not be done to the detriment of brand websites. It shouldn’t be one or the other, as they’re two different tactics in the inbound marketing mix.

The lesson is obvious; be the best, provide the best answers by knowing and serving your customers and Google will reward you.



In the news: fwm creates google+ marketers checklist


Recently, a GlobalWebIndex report revealed that Google+ now has 318.4m active users across 31 markets – outpacing Twitter, LinkedIn and Pinterest. It is clear that Google+ mustn’t be ignored. But how can marketers integrate google+ into their overall marketing strategy? Mike Flynn, CEO of Fast Web Media, has written an easy to apply checklist:

  • Circles: Follow people and other relevant pages and add them to targeted circles, which you can label yourself. This way, you can segment people on your follower list so you don’t have to share all of your posts with everyone;
  • Interaction: Posting messages, images, videos, links etc. Tag people or businesses and use relevant hashtags. This is where the similarities to other social media networks really start to show. Asos is a good example;
  • Communities: Join a few communities related to your sector. You will find people posting tips and advice and asking questions. It’s an invaluable way to learn, share your own expertise and connect with a wider audience. Cadbury UK has a thriving community called Cakes & Baking – The Cadbury Kitchen, where they regularly interact with users through recipes, videos and images using hashtags; and
  • Hangouts: This feature allows you to connect with people through video and works in a similar way to Skype. Hold a video conference with up to ten participants or stream a live hangout to an unlimited number of viewers.

To read the full article, visit Real Business.



Joana Ferreira discusses Google+


Fast Web Media Marketing Executive Joana Ferreira discusses the power of Google+ in a video put together for Salford Business School‘s new MOOC (Massive Open Online Course).

Designed by Master’s-level marketing students, MOOC is an online-based way of offering teaching and learning to people who need to fit around their busy work and home lives. It covers topics such as online personal branding, search engine optimisation and marketing through social media sites.

Executive Dean of Salford Business School, Professor Amanda Broderick, said: “Salford Business School is committed to meeting the needs of businesses in the Manchester city region, nationally and internationally.

“This unique open access online course, offering critical business skill development opportunities, is the first in a series demonstrating our continuing commitment to address industry skills gaps.”

Joana was asked to record a video about Google+ as part of the course’s pilot scheme, and the results can be seen below.



Digital Bytes: Google moves to digital entertainment


Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on Google’s attempt to conquer the music industry, Facebook reaches 20m UK mobile users and Brits are shopping across the border.

Google launches music All Access

Google has launched a pan-European ad campaign for its first music-streaming service, Google Music All Access, as it seeks to take on rivals such as Spotify.
The campaign, by Isobar UK, introduces All Access, the new subscription service from Google Play Music, Google’s digital distribution platform for music.
The service went live in Europe last week and, in a bid to undercut rivals, it will charge £7.99 if customers sign up before 15th September the first month free. Users can store 20,000 songs for free online and listen to them on any Android device or online at play.google.com. Another key function allows customers to ‘pin’ specific albums and playlists so they are available offline. The radio function is similar to the service introduced by Google Play’s primary rival Spotify in 2011 and pioneered by Last.fm.
The campaign imagery aims to eflect Google’s simple aesthetic, with plain ads featuring plenty of white space around the product. The six videos in the digital campaign tell personal stories about people’s relationship with music.
It is the latest company to enter the crowded music streaming market and will offer its service for £9.99 a month, like many of its competitors. Paul Joyce, product manager for Google Play Music, said: ‘With this launch, Google Play moves one step closer to your ultimate digital entertainment destination, where you can find, enjoy and share your favourite apps, games, books, movies, magazines, TV shows and music on your Android phone or tablet.’

Facebook hooks 20m UK mobile users

The new figures come as the social network’s user base continues to shift towards mobile, and Facebook is keen to convey the shift to advertisers and media planners.
In June, Facebook claims to have had 33 million monthly active users in the UK, and 24 million daily active users. The significance of mobile to Facebook is underlined by the 20 million users, or four out of five of the 24 million who log on each day, doing so via a smartphone or tablet computer.
According to a Facebook spokesperson, the company aims to focus on everyday consumers who use the site on a regular basis. Facebook’s spokesperson said: “We believe that understanding who comes back at least once a month is only part of the picture. Instead, businesses should focus on people who come back online every single day, because that is how they live their lives.

International ecommerce explosion

It’s exciting news for ecommerce businesses as two thirds (68 per cent) of online shoppers have bought something online from outside their home country in the past year. Research from CPA network Rakuten LinkShare and research house Forrester Consulting has found that this figure increased 75 per cent in the UK. The report, which covered the UK, US, Canada, Australia, Japan, Brazil, France and Germany, found that of those that already shop internationally, the majority plan to increase their imports rather than decrease them in the year ahead.
Mark Haviland, Rakuten LinkShare, said: “With e-commerce expected to grow to $1.3 trillion by the end of this year, brands and advertisers are looking for advice and insights for how to plan and execute their global online strategies.



Optimising PR campaigns; how have things changed?


Back in 2011, we wrote an article about how you can strengthen your PR activities by optimising digital press releases, combining traditional PR methods with SEO.

However, things have changed dramatically in the SEO world since 2011, with Google working hard to enforce rules to deter spammers and unnatural linkbuilders. Many old linkbuilding practices, once deemed a sure fire way to rank highly for target keywords, are now seen as spammy and are penalised dramatically by Google. As a result, SEO professionals are having to adjust their linking tactics, focusing on quality rather than quantity and making sure to adhere to Google’s guidelines. This is by all means a very positive change as it ensures that SERPs display the most authoritative and relevant content first, however, it leaves many SEOs feeling confused and unsure as to whether what they’re doing is correct or if they’ll find a dreaded Google warning message.

Google recently revised its link scheme definition to include press release links which leaves PR agencies in a difficult position. The PR industry has had to adapt and adopt SEO practices over the recent years by optimising press releases, making sure to include relevant keywords, anchor text and links, but now it seems that those new practices may actually be penalised.

So with this recent update, optimising press releases for online distribution has become an extremely hot topic over the last few weeks. In this article, we’ll take you through the do’s and don’ts of optimising PR activity, giving you valuable tips you can use in your own campaigns.

The first clue is right there in the definition; a press release is meant to inform the reader about a particular matter. If you’re using press release distribution as a main driver for your linkbuilding activity, you may have missed the point. Press releases should only be issued when you have a newsworthy story that’s worth covering. And, as always, be wary of where you distribute press releases; focus on credible, authoritative newswire services and steer clear of the junk news or free posting websites.

Secondly, are you keyword stuffing your article and adding keyword rich anchor text in as many places as you can think of? If you are, you may have to change your ways and soon, as Google doesn’t look kindly upon both these practices. So in what ways are you “allowed” to optimise your press releases to ensure the best coverage?

  1. Steer clear of non-branded anchor text within press releases. This is a big no-no in Google’s eyes so it’s best to avoid this altogether. If you are to include non-branded anchor text, make sure to mark this link as “nofollow”.
  2. Linking branded anchor text or just the name of the website as the link is a safer option.
  3. The safest option of all would be to add a rel=nofollow attribute to all links in the press release.

If you’re not sure what we mean with optimised, non-branded anchor text, here’s Google’s extreme (yet, common) example:

“There are many wedding rings on the market. If you want to have a wedding, you will have to pick the best ring. You will also need to buy flowers and a wedding dress.”

If you’re writing in this unnatural way, it’s time to change; write naturally and include links only when relevant.

This is not to say the humble press release is dying, not even close. Press releases are still a great way to get news out and newsworthy stories should be communicated. Many journalists still rely on newswire services to find the latest stories and this is not likely to change anytime soon. However, it’s those brands that are abusing the system and using press releases as a means for building links who will suffer the consequences.

As always, when it comes to Google updates, nothing is set in stone and it should be taken with a grain of salt, but one thing has remained constant- quality always wins. As Matt Cutts says in Google’s latest video update “if you are focused on high quality content, you don’t have much to worry about. But if you’re dabbling in the black hat arts, you might have an eventful summer”.

Further proof is in this excerpt, taken from Google’s link schemes definition:

“The best way to get other sites to create high-quality, relevant links to yours is to create unique, relevant content that can naturally gain popularity in the Internet community. Creating good content pays off: Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.”

The PR industry has always been about building long term relationships, establishing strong connections and delivering high quality content and this shouldn’t change with the digital age as that’s exactly what Google rewards. Google is extremely focused on highlighting high authority sites and establishing value over spam, so more than ever, the PR industry needs to rely on its traditional methods of building solid relationships and steer clear of corner cutting ways of building links.

Leave your comments below and let us know what questions you have or the problems you’re facing.



Burberry and Google launch “kisses” technology


Luxury fashion label Burberry has announced that it is teaming up with online giant Google to offer customers a technology platform to send personalised messages, or “kisses”, to loved ones around the world.

Allowing users to capture and send their “kiss” using “personalised and beautifully-rendered content”, the kiss recognition technology is hosted on a dedicated platform Kisses.Burberry.com which allows Google Chrome and mobile users to share their message.

Customers can use a desktop camera or direct lip contact on a touch screen device to send their “kiss”, while users can choose a Burberry Beauty lip colour to personalise their kiss before sending it alongside a personalised animation charting its move across the globe.

To read the full article, please visit Retail Gazette .



In The News: M.E.N cover weatherFIT success


Fast Web Media’s new PPC software weatherFIT has been mentioned in the Wednesday January 9th edition of the Manchester Evening News.

The newspaper reports on weatherFIT’s launch, winning performance at the inaugural European Search Awards in Amsterdam in 2012 and its advertising campaign, which stars legendary weatherman Michael Fish.

FWM CEO Mike Flynn tells the paper: “Any retailer knows that the weather plays its part in what products or services they will sell.

“Using WeatherFIT, a company can input what the best weather conditions are to sell a particular product, and the system will only send out adverts when those weather conditions exist.

“So, if it is raining in Manchester, you could advertise raincoats to Mancunians, but simultaneously advertise swimsuits in Bristol if it is sunny there.”

For more on this story, please visit the Manchester Evening News website…

weatherFIT is an award-winning PPC product designed to help make advertising campaigns more effective and improve ROI. For more information, please visit the weatherFIT website

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow weatherFIT on TwitterFacebookGoogle+ and LinkedIn.