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Digital Trends 2017 What changes have caught our eye in the digital landscape? Digital media is constantly evolving and exciting new opportunities for connecting with consumers come thick and fast. Here are a few opportunities we like, some of which we’re testing for our clients right now: PAID SEARCH VISUAL EXTENSIONS What are they? A carousel of images that appear below the headline text of a search ad to direct users deeper into a site. Why use them? This is not Google’s first attempt at trialling images in search ads and sitelink extensions are not a new product for paid search. These new extensions take Google’s previous work with Image extensions and combines it with sitelinks to offer a more visual experience to normal text sitelinks whilst also taking up more of the available space, making ads more impactful. Other info Visual extensions are currently a white-listed product by Google however our relationship with Google has us live with these now, as per the example. What are they? Computer programs that mimic conversation with people using artificial intelligence to deliver automated customer support. Why build one? Once built they require little to no resource yet can still offer a unique, personalised and dedicated user experience. Other info Don’t spend time and resource building one for the sake of it – only if there’s a potential gain for your business. Have a play with the Skyscanner and Domino’s Pizza bots – both of which offer the consumer a quick, easy and useful experience. CHAT BOTS What is it? Google are now crawling mobile sites over desktop ones and will rank search listings based on how mobile-friendly sites are. Why is it important? It’s absolutely crucial to have a mobile-friendly site. Even if a user is searching on desktop, the mobile rank is taken into account so this will not only affect mobile search. Other info This change shouldn’t significantly affect rankings in the short term, however it could be too early to tell. That said, if your site isn’t mobile-friendly, you shouldn’t expect it to rank well for certain keywords. SOCIAL SHOPPING ON INSTAGRAM What is it? Instagram has recently teamed up with a number of brands in the US which will enable users to buy items they view in brand’s photos. Why might it be useful? Browsing, comparing and researching products on a mobile device is a relatively easy thing to do. When it comes to finding more information about specific products, it isn’t always as easy for the average shopper. Instagram hope this will open up more of a ‘discovery’ element to the platform. Other info The product launched in the US towards the end of 2016, and if all goes to plan they will not waste time introducing this to the UK market. MOBILE FIRST INDEX To find out how the latest digital techniques and tools can work for your business, contact MDs Stuart Feather or Simon Crunden • 0161 817 3470 • www.republicofmedia.co.uk • @wearerom

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Digital Trends 2017 What changes have caught our eye in the digital landscape?

Digital media is constantly evolving and exciting new opportunities for connecting with consumers come thick and fast. Here are a few opportunities we like, some of which we’re testing for our clients right now:

PAID SEARCH VISUAL EXTENSIONS

What are they?A carousel of images that appear below the headline text of a search ad to direct users deeper into a site.

Why use them?This is not Google’s fi rst attempt at trialling images in search ads and sitelink extensions are not a new product for paid search. These new extensions take Google’s previous work with Image extensions and combines it with sitelinks to off er a more visual experience to normal text sitelinks whilst also taking up more of the available space, making ads more impactful.

Other infoVisual extensions are currently a white-listed product by Google however our relationship with Google has us live with these now, as per the example.

What are they?Computer programs that mimic conversation with people using artifi cial intelligence to deliver automated customer support.

Why build one?Once built they require little to no resource yet can still off er a unique, personalised and dedicated user experience.

Other infoDon’t spend time and resource building one for the sake of it – only if there’s a potential gain for your business. Have a play with the Skyscanner and Domino’s Pizza bots – both of which off er the consumer a quick, easy and useful experience.

CHAT BOTS

What is it?Google are now crawling mobile sites over desktop ones and will rank search listings based on how mobile-friendly sites are.

Why is it important?It’s absolutely crucial to have a mobile-friendly site. Even if a user is searching on desktop, the mobile rank is taken into account so this will not only aff ect mobile search.

Other infoThis change shouldn’t signifi cantly aff ect rankings in the short term, however it could be too early to tell. That said, if your site isn’t mobile-friendly, you shouldn’t expect it to rank well for certain keywords.

SOCIAL SHOPPING ON INSTAGRAM

What is it?Instagram has recently teamed up with a number of brands in the US which will enable users to buy items they view in brand’s photos.

Why might it be useful?Browsing, comparing and researching products on a mobile device is a relatively easy thing to do. When it comes to finding more information about specifi c products, it isn’t always as easy for the average shopper. Instagram hope this will open up more of a ‘discovery’ element to the platform.

Other infoThe product launched in the US towards the end of 2016, and if all goes to plan they will not waste time introducing this to the UK market.

MOBILE FIRST INDEX

To fi nd out how the latest digital techniques and tools can work for your business, contact MDsStuart Feather or Simon Crunden • 0161 817 3470 • www.republicofmedia.co.uk • @wearerom

https://www.facebook.com/skyscanner/

https://www.facebook.com/Dominos/

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