Retail Search Recap 7/9/2014
Below are the most important stories in retail search this week.
Digital Marketing News:
Wpromote has released their 2014 Online Marketing Score Card, an evaluation of 500 different digital marketing efforts across major retail businesses.
Retailers were ranked on 7 categories:
- Cost Per Click
- Search Engine Optimization
- Social Media
- Email Marketing
Of the top retailers only 2% of retailers graded scored an “A” (90% and above) in Wpromote’s evaluation. Shutterfly, an internet based image publishing company, received a perfect score followed by Vista Print and REI. Roughly 25% of companies review by Wpromote received a failing grade of 60% or lower.
With Google’s continued search engine updates, the ability for small businesses to rank well on Google is becoming increasingly limited. Search Engine Watch recently highlighted 10 ways to generate web traffic without Google, below are the top five:
- Blog Commenting: Add meaningful commentary to high traffic blogs related to your niche
- Content Aggregators: Gain high visibility by submitting original and high quality content
- Forum Commenting: Add value in existing forum conversations can generate instant traffic, niche forums exist for many subjects
- Google+: Become a recognized and trusted community member before posting links, join leading communities in your niche
- Guest Blogging: Deliver quality content generates traffic and establishes yourself as an authority
Following the rollout of Facebook video-specific ads, last June, Facebook acquired LiveRail which specializes in automated video ad purchasing.
LiveRail is responsible for the automation of video ad purchasing for publishers including ABC Family and Major League Baseball, Facebook is poised to automate the sale of video ads with LiveRail’s technology.
Facebook will continue LiveRail’s existing business and sell ads to non-Facebook publishers in conjunction with leveraging their technology. With the increase in popularity of video ads, it is estimated $5.98 billion will be spent on digital video advertising in 2014.
The majority of mobile marketers leveraging location based advertising target users based on current location.
A study from Montana’s Bureau of Tourism found ads targeting a user’s current location were less effective than ad targeting including the last 20 locations of a user. The 4 month Montana Bureau of Tourism’s studied $25,000 geo-targeted campaign ad spend.
Based on the mobile location ad testing the Bureau saw:
- Tourism nearly doubled during testing (1.7x increase).
- $6.9 billion additional tourism revenue generated.
Following Amazon Air’s drone announcement last year, commercial use of drones has been a hot topic for businesses as the technology becomes more accessible. This June the FAA’s new ruling has ended the dreams of Amazon Air delivering products to your doorstep.
The FAA Drone Statute Ruling stated:
- Drones are only legal for hobby and recreational uses, which makes Amazon Air dead in the water.
- “Delivering a package for a fee” does not fall under hobby or recreation use, Amazon or any company cannot charge to deliver a package via drone.
- Despite Amazon’s claim shipping is free for Prime members (subscription members who are eligible free two-day shipping), the FAA determined Amazon Air does not qualify due to it’s member’s yearly fee.
Every year, the Internet Retailing Awards are given to leaders within the internet retail community who connect most successfully with the digital customer. Retailers are judged by an international panel of experts supported by independent research. For 2014 the internet retail leaders include:
- Amazon – The Capability Award
- Lego – The Brand Award
- Etsy – The Service Sector Award
- Asos – The Best Retailer Award
Contrary to years past, this year, the National Retail Federation reported Amazon is the first internet only retailer to penetrate the top 10 among 100 retailers. Amazon added nearly $10 billion in internet retail sales last year, matching Wal-Mart’s total sales. Wal-Mart saw impressive growth in e-commerce as well, ranking #4 in online retailing behind Amazon, Apple and Staples.
To date the ability to search within video content is a nonexistent feature, relegating users to search using video titles and descriptions. Last month, a source indicated Google is in talks about purchasing Baarzo, a company which focuses on video search technology.
Currently Google, like many search engines parse the title, descriptions and other text to curate video search results. For Google, Baarzo’s video search technology service could be applied to YouTube or universally across media types.