Online marketers are finding it's more difficult to make it to Google's first page because of universal search boxes, per a Searchmetrics study. In order for marketers to effectively bring in mobile traffic through the search engine, they must optimize their universal search integrations, says Marcus Tober, founder and chief technology officer of Searchmetrics.
A US crackdown on tech company tax avoidance has prompted a response from the European Union. A European Commission proposal would tax these companies according to where their revenue is generated as opposed to where their regional headquarters are located.
Instagram has launched shoppable posts in the UK and seven other countries, after launching the feature in the US last year. Retailer Marks & Spencer and designer Heidi Klein will be among the first in the UK to create posts with tags for products that followers will be able to click through to buy.
Creating content with a specific audience in mind and utilizing strong imagery are two ways marketers can best optimize Facebook marketing strategies, writes Nick Clarke. Constant testing and refreshing of ad content are other ways marketers can see the highest engagement from Facebook fans, he writes.
Snapchat's Global Director of Project Management, Peter Sellis, intends on leveraging the platform to allow brands to combine artificial intelligence and in-app shopping into one platform in a strategy it followed for Nike's prerelease of its Air Jordan III Tinker. The e-commerce platform is still in the discovery stage, with Sellis reporting, "With stuff like [the Nike campaign] we're just trying to learn what our users do with it -- like, do they understand, and are they willing to put their credit card details into Snap and things like that."
An update to Facebook's augmented reality kit allows marketers to gauge consumer uptake and whether it spurs steps leading to a purchase. It's an improvement on previous data, which indicated only how many times the AR effect was used and the number of views generated.
Creating engaging content that is reflective of your goals and objectives is key to drawing consumers to your website, Susan Friesen writes. She offers five easy tips for boosting content, including effective use of keywords, using calls to action and having clean copy that demonstrates thought leadership and competitive advantages to build trust with your audience.
It can be easy to make costly filing mistakes during tax season while also juggling all the tasks that come with running a small business. Joyce Rosenberg reviews five of the most common errors to avoid regarding 1099 forms and deductions.
The fact that you are reading this shows the value of our daily newsletter created for the Web Marketing Association by SmartBrief, Inc. Knowledgeable editors handpick key articles from hundreds of publications, summarize them and provide direct links to the original sources that will provide you with the daily web development and marketing news that really matters.
Please forward this issue to friends in the industry that you think might benefit from this concise news format of industry information. They can subscribe to the WMA SmartBrief here.