Tuesday, 18 November 2014

What's Hot in Digital This Week? Here's Our News Round-Up

Once again, it is time for the weekly Traffic Optimiser news-round up! Read on for some of the latest updates from the digital world.

Monday, 10 November 2014

What's Hot in Digital? Here's Our Weekly News Round-Up

We’re back! After a bit of an absence, the Traffic Optimiser weekly round-up has once again reared its ugly head to bring you the latest news from the world of digital. Enjoy!

Tuesday, 28 October 2014

Snapchat causes a stir with their frightening new ad – could your business be next?

Snapchat gave their users a fright earlier this week with their first ever in-app advertisement: a 20-second trailer from the upcoming horror film Ouija; making Universal Pictures the first company to have an advertisement on the app.

Friday, 3 October 2014

WeChat: The New Way to Connect

What is WeChat?

Official Definition:

WeChat, developed by Tencent, is one of China’s most popular mobile text and voice messaging services. After being released in January 2011, WeChat quickly made its mark on the world of mobile internet, becoming one of the main rivals for China’s most prominent social media platform - Sina Weibo.

Wednesday, 24 September 2014

PR and SEO: The dilemma of the digital Romeo and Juliet

PR and SEO

One crucial learning from this year’s BrightonSEO in September, was that PR and SEO should be integrated in the content marketing strategy in order to achieve the best results. Why is it so difficult then to make both parties work together?

Tuesday, 16 September 2014

Brighton SEO 2014: What you need to know

The Brighton SEO conference is one of the most important events in any content marketer’s diary. Obviously, we couldn't miss out on it so the TO team was there for a day of taking notes, sharing ideas, learning and fun! Here’s our view on the Top 5 presentations of the day, and the key lessons from each.

Aleyda Solis @aleyda
Content is the fuel of SEO and doesn't need always to be created – it can be gathered and shared as long as it valuable to your audience. Content curation is all about finding, grouping, organising and sharing.

Kirsty Hulse @kirsty_hulse
Understanding your audience is the best way to earn links through content. The four steps of the process are: identify your audience and know what they like; understand who their influencers are; provide good quality content, and boost it through paid promotion.

Jon Earnshaw @jonearnshaw
Showing the impact that cannibalisation can have on the visibility of content, Jon Earnshaw highlighted that a week is a long period of time when it comes to monitoring your content. He suggested that it should be done daily, as well as checking for internal cannibalisation and let Google know which page to return.

Laura Crimmons  @lauracrimmons
SEO should work together with PR and Marketing to optimise content and attract more readers to your content, increasing brand awareness. SEO needs to show that it can add value to PR & Marketing.

Ian Miller @millerian
With most websites using Google Analytics, Google owns the majority of data that is on the internet. Google is trying to understand data instead of just indexing it. In the future, context will be more important than content, and the priority will be to know more about the users and then provide them suitable content.

Written by Nathalia Braga.

Thursday, 28 August 2014

Apps, App Stores and the Amazon Fire Phone

Amazon released the Fire Phone earlier this summer. It’s a premium smartphone with 3D-type projection capabilities and a number of poorly received features.

Amazon Fire Phone runs a forked version of Android; meaning none of Google’s apps are pre-loaded, and none of the apps are available in Google Play Store.

“Loads of Apps” is the “Killer App” for Consumers

  Source: Amazon, GP Store, iOS, WP

The graph above shows the different number of apps in each app store. Amazon trail miles behind Apple, Google Play and even a bit behind Microsoft (more on MS’ App Stores in a future post!).

The lack of apps in the Amazon App Store is a negative factor for their consumers. If we analyse the 1 star reviews of the Fire Phone on Amazon.com, you can see that the number 1 reason for a negative experience is the lack of apps available to the consumer.

Although Amazon tripled their number of apps in the App Store in a year – which is much greater growth than the iOS App Store ever had – they still have a long way to go to compete with GOOG or APPL.

So Why the Expensive Phone?

News came out this week that there are currently only ~35,000 Fire Phones in use, which is a pretty awful number. Most people are scoffing at Amazon’s mobile travails, the exact same media commentators who chuckled at Google’s Nexus’ lack of sales. What are Amazon up to?

Fire-Phone Stalking-Horse

I think Amazon have released a super-premium 3D SUPERPHONE for two main reasons: 1) get more info on their consumers and how they use phones; 2) get a flag-ship that encourages simple Android to Amazon ports of apps

1) More Info: Without hiring parts of the Android and iOS teams, Amazon are on the back-foot when it comes to understanding the mobile market, how customers use smartphones, and all the data points you get from being an OEM. Jeff Bezos says they’re in it for the long-term. It’s actually less risky to release a niche phone that won’t disappoint too many people, rather than go big and launch a cheap, for everyone phone that has no apps and no clue as to how their customers will use it. It was different with Kindle. Kindle was a brand new product that created a brand-new market (the iPhone of the ebook world); the smartphone world is 7 years’ old so that boldness can’t be risked. Amazon need greater intel on the market before they can start selling mass number of phones to the middle and lower end of the market.

2) Android app to Amazon app: Amazon has a very quick way to increase the number of apps too: it’s built on Android. So their developer guide to port Android to Amazon is pretty straightforward, and goes someway to explain why they have seen such rapid growth in a short period of time.

Amazon = Premium

Amazon’s natural fit is with people seeking a bargain, and always will be even if it’s only the perception of value. As I’ve argued, Amazon know they need a critical mass of ~1m apps in the app store. So, I think the most recent scoffing at their lack of traction and poorly received phone are misjudged. Not only are Amazon very quickly increasing the number of apps they have on their app store; they also have an in-built, quick-to-market, app creation tool which means developers can be tempted to port to a new app store and simply increase their coverage. It should also be noted that next year you can expect to see a few more lower-end phones announced once the app store size is closer to 750k.

Written by Hugh McCallion