Digital News Roundup – 16 November
The cold, grey days and nights that start at 4pm can mean only one thing – December is fast approaching. To distract you from all of that premature festivity, we’ve got a digital news roundup packed full of treats, including LinkedIn’s new Company Pages, 5G news, Google’s new dev portal, and more on the social media and wellbeing debate.
Google launches dev portal to improve modern websites
Google has just launched a new portal designed to help developers “master the defining standards of web development”, building bigger and better performing sites than ever before.
The portal, which can be found at web.dev, houses a whole load of actionable guidance and analysis to help devs improve the sites they’re building. It works by running an audit against your website and then scoring it against benchmarks for performance, adherence to best practices, accessibility metrics and overall SEO. Once done, the tool aims to help educate on what steps you can take to improve your website, based on the results of the audit.
For each of the categories, the tool generates specific advice on how to make changes that could have an impact on improving performance. Google will also point you in the direction of articles that can help you to make these changes, meaning they really are doing a lot of the work for you.
Ultimately, Google hopes that by taking these factors into consideration, websites will facilitate a better user experience – meaning “more happy visitors, more links, more social shares” and perhaps, as a result, better rankings. Check out more of the details at Search Engine Land.
LinkedIn overhauls Company Pages to help boost engagement
This week saw LinkedIn announce updates to its Company Pages, including new tools and more advanced analytics functionality.
The move, which is rolling out in the US first, includes a content suggestion tool for Page Admins which is designed to help businesses filter content by factors like location or seniority level. They will also be able to add custom call-to-action buttons to posts to drive engagement – including “sign up”, “contact us” or “request a demo”. The idea is that these features will help businesses connect with their users in a more relevant way, as well as being able to focus on content that appeals most to their audience.
Other features include tools to help businesses engage with their employees, including a “Share with Employees” function, which lets Page Admins post content solely to employees feeds, helping to build engagement. They will also be able to discover posts where employees have mentioned the company, allowing them to respond to and reshare the content.
The new Company Pages are set to hit the rest of the world in the next few weeks, so keep an eye out on your LinkedIn profiles to make sure you’re ready for the change. Read more on the story at Marketing Land.
Young people request automatic privacy on social media accounts following survey
The negative implications of social media have been widely publicised throughout 2018, and it looks like this trend isn’t set to end just yet. A new survey has now been released stating that young people would like social media accounts to be automatically private, as a way of “protecting themselves from unwelcome attention online”.
“Making social media accounts automatically private would make young people fully aware of who sees what they post online. Young people have told us that they sometimes put themselves at risk by not understanding the implications of who they are making information available to,” explained Sarah Allan, head of engagement at Involve, one of the charities which helped oversee the project.
The survey involved 3,400 young people aged 14 to 25 in England and looked at the rising mental health issues seen in this age group in recent years. The proposal for private accounts was just one of the suggestions made, with others including an option to hide likes, followers and comments, and a “social media mental health service”, through which they could access online support. The survey also suggested that teachers and those working with young people are given additional compulsory mental health training, to help them better support people within this age group who may be experiencing struggles.
Claire Murdoch, NHS England’s national director for mental health, said: “Any action to support young people’s mental health and wellbeing should be taken seriously, and these recommendations are particularly powerful given that they come directly from young people themselves.”
Read more on the survey results and join the discussion over at The Guardian.
Facebook Attribution tool to make attribution easier for digital marketers
Finally, it appears that platform bias may start to become a thing of the past, with Facebook creating a way to compare performance across platforms through Facebook Attribution.
We know that the modern buyer follows an incredibly diverse path to purchase, which is why traditional approaches to attribution often fall short. Facebook itself has said that 45% of digital touchpoints are missed by traditional measurement, meaning that brands aren’t getting a complete picture of which parts of their marketing strategy are driving success. Now, Facebook is hoping to create a “unified view of marketing touchpoints across consumers path’s to purchase” through its advertising measurement tool, designed to help businesses make smarter decisions.
Facebook has beaten Google and Amazon to the line with the launch of its attribution tool, although Facebook Attribution is reporting only – with rumours that the option Google is testing will plug back into Ads Manager to inform bidding.
You can find the Facebook Attribution area in Business Manager, under the Measure and Report section in Tools – although the system will take time to gather data before reporting is available. Look at the attribution tool in more detail over on Marketing Land.
EE announces the launch of 5G service in major UK cities
EE has just announced that it will be launching a 5G service across 16 UK cities next year, with phase one of the rollout including major hubs like London, Cardiff, Edinburgh, Belfast, Birmingham and Manchester.
The company, part of the BT Group and the UK’s number one mobile network, announced that it will be switching on the service in the busiest parts of the six launch cities – “where the power of 5G technology can really make a difference by providing a more reliable data connection to business and consumer customers, even in the biggest crowds.”
The launch will come in collaboration with multiple smartphone partners, because, of course, 5G doesn’t mean much if you don’t have a device that supports it. And, as of right now, none of the flagship models out there do. But with EE, Three UK and Vodafone all declaring that 2019 will be the year of 5G, that’s set to change.
Along with the smartphone collaboration, EE will also release a 5G Home router with an external antenna, to showcase the power of 5G for broadband. Marc Allera, CEO of BT’s Consumer division, said: “Adding 5G to the UK’s number one 4G network will increase reliability, increase speeds, and keep our customers connected where they need it most….We have an ambition to connect our customers to 4G, 5G or WiFi 100% of the time.”
Find out more about the release over at The Verge.
ASA gender stereotyping rules causing a shift in stock imagery selection
Research released this week has shown that almost three-quarters of UK marketers have changed their approach to choosing stock imagery, following new ASA rules governing gender stereotyping.
The survey was commissioned by Shutterstock and featured over 2,500 marketers from Brazil, Australia, Germany, the US and UK. The results showed that “74% of marketers now make use of more diverse imagery in their campaign material, a significant improvement on the 57% figure recorded in 2017” – perhaps in some part due to the fact that 60% of marketers agree that gender is becoming less important when targeting ad campaigns.
This doesn’t apply to everyone, however, with 51% still worrying that gender-neutral advertising could negatively impact their ROI. This rapid acceptance of diversity is reflective of the changing generations, with Lou Weiss, Shutterstock’s chief marketing officer, saying that Gen Z and Millennial marketers are most likely to follow through on featuring diverse people in their campaigns.
“There is clearly a shift occurring in our industry as the next generation of marketers find their footing and visualize their beliefs related to the diversity of race, gender and abilities in the marketing campaigns they’re creating,” explains Lou. Read more on the stats over at The Drum.
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