Fresh Egg’s Digital Marketing News – 8 September to 21 September 2015
In this fortnightly round-up, Facebook confirms it will introduce a ‘dislike’ button, Apple’s iOS9 update could shake up mobile marketing, Snapchat introduces in-app purchasing, Facebook mobile launches retail and service pages and the head of MI5 urges social media firms to assist security services.
Facebook to introduce ‘dislike’ button
Mark Zuckerberg revealed Facebook is working on a ‘dislike’ button, following “hundreds” of requests since its famous ‘like’ button was introduced in 2009.
Speaking at a Q&A session at Facebook’s headquarters in California, Zuckerberg said the button was close to user-testing. He explained that it is designed to help users empathise with one another, rather than as a way to “down-vote” others.
According to BBC News, the button will be for times when clicking the ‘like’ button on sad posts is inappropriate. Despite this empathetic approach by Facebook, many users have taken to Twitter to express their concerns:
The #facebookdislike button is a joke. It will only lead to an increased number of cases in cyber bullying.— Poppyy (@HeyItsPopple) September 17, 2015
Want to hear our views on the subject? Inbound marketing manager, Lana Burgess and Digital marketing director, Lee Colbran discuss the possible impact of this story in this week's podcast:
Apple’s iOS9 update could force businesses to focus on apps and video
Apple’s new iPhone update could force marketers to develop better app content and integrated video to get noticed.
The new iOS9 update, which landed on Wednesday (16 September), includes the option for users to block adverts and search through apps through newly updated tool, Spotlight, without the need to open them individually.
Marketing Week explained that the search functionality within Spotlight could mean users favour this search software over Google when they need to look for something or answer a question. This could mean that businesses will need to be more content-led and less promotional within their apps in order to get noticed.
Meanwhile, ad-blockers will offer users a faster, better mobile experience without pop-ups or trackers. Somo senior vice president Emma Crowe told Marketing Week:
“There will be an impact, but I don’t think users are that aware of [iOS ad-blocking] yet. What the media business could do is not allow access unless ads are permitted.
"They could move beyond banner ads towards more integrated video, and that would have better ROI in the long run."
Snapchat allows users to buy video replays in first in-app purchase
US Snapchat users can now pay $0.99 to replay pictures and videos that have already been seen – the first time it has offered in-app purchasing.
Only available in the US, users have the ability to buy a package of three replays for under a dollar. It is a marked move from Snapchat’s original model, when users could send pictures that could be viewed just once and never again. This has gradually changed since Snapchat enabled replays in 2013, offering users to view one message a day a second time, and the addition of Snapchat Stories, which allows users to replay the pictures and videos for 24 hours after they’re published.
“We’ve provided one Replay per Snapchatter per day, sometimes frustrating the millions of Snapchatters who receive many daily Snaps deserving of a Replay. But then we realized — a Replay is like a compliment! So why stop at just one?”
Snapchat did not say whether this purchasing capability will be made available in the UK. But it did reveal that it has also added new tool Lenses, which allows you to add graphics to still and moving images.
Facebook mobile allows retailers to sell products direct from their pages
Businesses will be able to add a retail and service offer to their Facebook mobile pages, strengthening Facebook’s offer to make it the “mobile solution” for them.
The move means retailers will be able to create a transactional shop on their Facebook pages within the Shop section, while professional businesses will be able to add unique content about their offers within the Service section.
A post on the Facebook business blog said:
"People are spending more time on their phones and tablets, which means businesses need to keep up with people’s expectation that they can find information and communicate with a business anytime, anywhere, on any device. The recent updates to pages help businesses communicate easily with people through messaging and emphasize the information that helps them drive their goals, making Facebook the mobile solution for your business.”
Other updates include making the call to action buttons more prominent and changing the page layout in the coming weeks to include more tabs and reduce the amount of scrolling.
Head of MI5 urges social media firms to assist security services
Head of MI5 Andrew Parker told Radio 4's Today Programme that social media firms may have a responsibility to share information when their users are using their services concerning terrorism or child sex exploitation.
Clip taken from The Guardian website.
Hints, tips and rumours
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