Hiscox’s Group Digital Manager – Ronnie Brown, shares the latest hints, tips and things you should know when it comes to your digital business life.
This week – Google ‘pops-up’ to make search better; is Facebook becoming an ad network?; and, a #longread on Multi-Channel Attribution
#1: Google search results
Google has launched a new search feature that gives users more information about a search result without having to click through. This happens via Google’s Knowledge Graph and Google deems the site to be ‘….widely recognised as notable online’. Google is trying to make the search experience better for consumers i.e. you know more about the result without having to click through. The result is that it will hopefully send better ‘qualified’ people to your site but the downside is that the search result also contains links to other sites, so people may be diverted.
#2: Facebook advertising
Facebook is taking a more hands on role with its advertising by making the first step towards offering a mobile ad network i.e. running Facebook ads in mobile apps from other publishers. Nothing will change for you as a consumer, apart from maybe a bit more advertising, but by working directly with publishers and advertisers Facebook is attempting to own more of the process and also open up its data and ad targeting to reach a wider audience.
#3: Multi-channel attribution
Plenty of talk recently about multi-channel attribution and I fell back on this great (but very long) post from Avinash Kaushik. The opening line ‘To guarantee success, spend 95% of your time defining the problem and 5% of the time solving it’ always resonates, not just digitally.