Channels are more important than ever. In fact, there has probably never been a time in history when the number and diversity of channels for delivering content have been so vast. In this first edition, I’ve included a link to Moz’s results for their annual online marketing survey, which gives some context into the importance of channel growth. Also an incredible overview of the Chinese social network and platform called WeChat by Andreessen Horowitz; arguably, soon to be one of the largest channels in the world. There are also some great pieces on the role of the smartphone in our content ecosystem today, some commentary on the state of the mounting YouTube/Facebook video war, and a look into new markets for Facebook audiences in the form of financial services companies.
1. The 2015 Online Marketing Industry Survey – read
Very useful writeup of Moz’s annual survey results to their community of search, social and content marketers. This is one of the few marketing industry survey’s that’s really driven by people on the ground doing the work, rather than vendors or agencies. In addition, as Moz’s original heritage was SEO, the report proves interesting to show how the role of people who previously identified as search marketers now see their job responsibilities expanding.
2. When One App Rules Them All: The Case of WeChat and Mobile in China – read
Ask any of our Chinese colleagues and they will tell you what a big deal Wechat is. Beyond a social network, WeChat offers hooks to build a diverse range of applications and services. This well done piece takes a deep dive into the characteristics of the platform that could very well shape many other services we know and love.
A brief history of deep linking – read
Deep linking is quickly becoming one of the building blocks to the next phase of the web, where mobile applications and their data become a part of the searchable, linked internet. This piece scratches the surface of this rapidly growing field, but provides a solid primer on what the term means, where it started and where its going.
Facebook patents technology to help lenders discriminate against borrowers based on social connections – read
At this point, a curious news nugget from the past week, but certainly an interesting indicator of how Facebook is considering leveraging its very successful packaging of audience insights for new markets.
The Smartphone is the New Sun – read
In this well-considered piece, Benedict Evans makes the case that the smartphone supply chain has fully replaced the personal computer as the driver of change within the tech industry for the years to come.
Facebook has a ‘view’ problem, which is good news for YouTube – read
There has been a battle ranging for dominance of online video, and Facebook has leveraged its massive mobile audience to gift publishers greater share of video impressions, to hopefully gain their business away from YouTube. This article, gives a nice, if brief overview of the various dimensions of measurement used by Facebook and YouTube in promoting their platforms to brand advertisers.