The ‘top of the funnel’ stuff. That’s what most sales and product team think of the B2B marketing manager’s efforts. It’s the ‘always-on’, ‘brand recognition’ type-stuff. However, as procurement processes and buying experiences increasingly start and progress online, it is remiss of B2B businesses to think of content marketing & digital advertising in these terms, however difficult it may be to allocate a direct data point back to the sale or lead. The people that
July of this year marks the 9th year anniversary since Google bought the software company ITA who had built the reservation systems for the likes of Orbitz and Hotwire. This acquisition was at the heart of their move into the flights market, and Google launched Google Flights in September 2011. At the time this was huge news in the travel industry with a large amount of speculation that they were going to shake-up the market
Google has announced a new update to Google Ads in which they are changing the meaning of exact match keywords and their close variants. Whilst the match type already matches keywords to close variants, this change will begin to include variations that share the same meaning, implied words and paraphrases instead of only the specific words. Google will use machine-based learning to match your current exact match keywords to additional search queries. How these changes
What You Need to Know In August 2017, Google quietly launched Questions and Answers. It was initially rolled out only to users of the Google Maps app for Android, before a wider release to all desktop users in December. The feature allows local business owners and the public to answer consumer questions on Google Maps, adding another layer of data to Google’s local knowledge panel. Questions and Answers is a useful tool that gives businesses
Almost one year ago, Google CEO Sundar Pichai announced in a keynote speech that 20% of all queries on its mobile app are voice searches. One year on and this increasing trend doesn’t show any signs of letting up. Voice search has evolved over the years to not only be a tool to find out quirky or interesting facts, it has become a medium to perform actions for us, recommend restaurants and tell us jokes.