Top Internet Marketing News in July

Contents:

• Yandex.Direct started taking a percentage of sales
• Google: links on forums don't work for SEO
• Research: users prefer to communicate in instant messengers and are not afraid of robots
• Yandex.Market now offers product viewing in augmented reality
• Top 10 most popular apps in Russia
• Yandex.Direct: you can now prohibit the display of your ads on pages with unpleasant content
• Bloomberg: iOS update puts targeting under threat
• Google postponed the "cookie apocalypse" until the end of 2023
• Research: how Russians search for the goods and services they need

This digest presents up-to-date information on key topics. We'll discuss the latest news, trends, and important events that matter to our audience. We'll also cover helpful tips and recommendations to help you stay informed. Stay updated and connected with key events in your area of ​​interest.

• Yandex.Direct has launched a new strategy.
• Google has once again called on users to stop posting on forums for the sake of SEO.
• Research has shown that users want to communicate in instant messengers and are not against robots.
• Yandex.Market now offers product browsing in augmented reality.
• The top 10 most popular apps in Russia have been named.
• In Yandex.Direct, you can now block ads from appearing on pages with objectionable content.
• The iOS update will create problems for targeted advertising.
• Google has postponed the "cookie apocalypse" until 2023.
• Yandex has studied the search habits of Russians.

Yandex.Direct Starts Charging a Percentage of Sales

In June, Yandex introduced a new advertising cost management strategy—target share of advertising costs. This strategy automatically debits advertisers' accounts as conversions are achieved. The debit amount will be calculated based on conversion revenue multiplied by a pre-set fixed percentage. This strategy allows for budget optimization and increased campaign effectiveness, making it attractive to businesses seeking to maximize their return on advertising investment.

The strategy will be available to advertisers who provide Yandex.Metrica with conversion revenue data for established goals. At least one goal that reports revenue is required to activate the strategy. Detailed instructions on setting up the strategy can be found in the support article.

The strategy will be useful for companies that have defined clear key performance indicators (KPIs) for their advertising costs. It will also be relevant for advertisers whose single goal can generate varying levels of revenue. Yandex emphasizes that a bonus program is available for conversion campaigns, which can increase the effectiveness of advertising investments and improve campaign results. Using this strategy will help optimize your budget and achieve maximum return on investment.

Google: Forum links don't work for SEO

Posting links to your own resource on forums does not bring SEO benefits. This opinion was confirmed by John Mueller, Google SEO analyst, in his comment on Reddit. In response to a question about whether forum posting affects SEO links, Mueller stated: "No." He already expressed this point of view in 2014 and 2018, emphasizing the stability of his position. It's important to remember that for effective promotion, it's important to focus on quality links and content, rather than ineffective methods like posting links on forums.

Many people continue to use forums to improve their sites' rankings in search engines. However, search engines don't view forums as reliable sources of information. Posting links on such platforms is ineffective and doesn't produce the desired results. Focusing on more authoritative and relevant resources is a more productive approach to improving SEO.

Marina Shabalina is the CEO of the reputation management agency Adves. Under her leadership, the company has achieved significant success in building and protecting its clients' reputations. Adves offers a wide range of services, including online mention monitoring, reputation management strategy, and crisis PR. Thanks to her professionalism and experience, Marina Shabalina effectively manages projects, helping clients improve their image and increase trust with their audience.

Research: Users prefer to communicate via instant messengers and are not afraid of robots

Two studies on company interactions with users were published in July. The first study, conducted by the Simple Texting messaging service, found that most users prefer to communicate with companies via messaging apps. The study's results highlight the importance of messaging apps as an effective communication channel for businesses. Companies that actively use these platforms can significantly improve customer engagement and increase satisfaction. According to the study, 61.8% of users surveyed prefer to receive notifications from companies via text messages in messaging apps. At the same time, 59.5% of respondents said they would unsubscribe if they received too many messages. Inappropriate timing for receiving notifications was the reason for only 6.2% of survey participants to unsubscribe. This underscores the importance of finding the optimal balance between the number and timing of messages to maintain user interest.

According to the study, 57% of business owners intend to increase their investments in text marketing this year. This demonstrates the growing importance of content marketing for attracting customers and increasing brand awareness. Increasing the budget for text marketing allows companies to create high-quality content that improves audience engagement and drives sales growth. Investing in text marketing is becoming an important step to achieving a competitive advantage in the market.

The second study analyzes customer interactions with robots. According to a survey by Neuro.net, an international company developing voice artificial intelligence technologies, 48.1% of Russians have difficulty determining whether they are communicating with a robot or a living person. At the same time, 64.9% of respondents noted that their interactions with robots have become more frequent over the past year. This growing popularity of technology underscores the importance of further integrating artificial intelligence into everyday communication.

Many people have a positive attitude towards bots, but about one-third of respondents would prefer not to interact with them. 41.4% of respondents have a neutral attitude toward robots, while 12% expressed enjoyment of communicating with voice assistants. It is noteworthy that 37.6% of Russians have a negative opinion of voice assistants. This highlights the diversity of opinions on the role of technology in everyday life and the need to consider public opinion when developing and implementing such solutions.

Bots are becoming increasingly popular in both chats and phone scripts. This is due to many factors, but one of the main reasons is their ability to significantly reduce support and customer service costs. Automating processes with bots allows companies to effectively manage customer interactions, providing fast and high-quality assistance, which in turn improves overall customer satisfaction. Using bots also frees employees from routine tasks, allowing them to focus on more complex and creative aspects of their work.

According to recent research, about a third of users have a negative attitude toward robots and automated systems. To reduce negative reactions, it is crucial to conduct a detailed analysis of user behavior. Automation tools should be adapted to effectively solve customer problems and eliminate the causes of their requests. This will increase trust and user satisfaction, as well as improve the overall effectiveness of interactions with automated systems.

Lyubov Kuris is Group Head at MGCom and teaches the "Internet Marketer from Middle to Senior" course. Her experience and knowledge in internet marketing help students develop the skills necessary for a successful career in this field. The course covers key aspects of internet marketing, allowing participants to master modern strategies and tools that are in demand in the market. Students have a unique opportunity to learn from an expert, which contributes to their professional growth and increased competitiveness.

Yandex.Market now offers product viewing in augmented reality

This feature is available exclusively on iOS devices and only for a limited number of users. In augmented reality (AR) mode, you can view various devices, including smartphones, game consoles, Yandex.Station, and some interior elements, such as chairs.

Next to the product image, there's a special icon that allows you to add a 3D image of the product to your room's interior. By clicking the icon, you can see the item from different angles simply by moving your smartphone's camera. This allows you to fully appreciate the product and understand how it will fit into your home.

A new feature based on Apple's Object Capture technology allows you to automatically create 3D models from photos. At the moment, the AR mode is only available for owners of iOS devices. A version for Android is expected to be released in the near future. This innovation opens up new possibilities for developers and users, making it easy to integrate 3D content into various applications and projects.

Top 10 most popular applications in Russia

The mobile application analytics service AppAnnie presented a report stating that the average internet user spends more than four hours a day in mobile applications. For Russians, this figure is 3.7 hours, which is 45% higher than in 2019. This trend demonstrates the growing dependence of users on mobile technologies and applications, which opens up new opportunities for developers and marketers in the field of mobile content.

The second quarter of 2020 in Russia was remembered for the popularity of certain applications. The most downloaded apps during this period were those that users actively used for communication, entertainment, and remote work. These apps not only met user needs but also became indispensable tools during the pandemic. It is important to note that such trends will continue to influence app choices in the years to come.

• Telegram,
• TikTok,
• Zenly (location app),
• WhatsApp,
• Instagram*,
• GetContact,
• Gosuslugi,
• OZON.ru,
• Wildberries,
• Avito.

Russians spend a significant amount of time in various apps. The most popular among them, listed in descending order of usage time, include social networks, instant messengers, online video services, and music listening apps. These platforms are becoming an integral part of users' daily lives, offering convenient ways to communicate, entertain, and gain information. Given the growth of digital technologies and changing habits, we can expect a further increase in time spent on these apps.

• Boom music player,
• VKontakte,
• Yandex.Music,
• Ivi.ru,
• YouTube,
• Litres,
• TNT-Premier,
• Tinder,
• Odnoklassniki,
• Google One.

TikTok, although not a leader in terms of time spent on the platform, is just beginning its path to popularity. While Facebook, Instagram, and YouTube are classic examples of successful Western social networks, TikTok offers a unique approach to content. The platform is distinguished by more viral and engaging content, which contributes to its rapid distribution and user acquisition. In the future, TikTok will undoubtedly be able to win an even larger audience thanks to its innovative model of interaction with content and users.

Alexander Turlakov is a popular content creator on the TikTok platform, with over 600,000 subscribers. He is also the author of the book "Everything Will Be TikTok," in which he shares his knowledge and experience in the field of video content creation and promotion on this social network.

Yandex.Direct: You can now prohibit your ads from appearing on pages with objectionable content

The "Advanced ad impression limitation by content type" feature has been introduced in the media campaign settings in Yandex.Direct. This feature allows you to exclude ads from appearing on pages with sensitive content, which will help improve the quality of ad impressions and increase the effectiveness of advertising campaigns. With this tool, advertisers can fine-tune their media campaigns, ensuring they match the content they deem appropriate for their target audience.

When you select this option, Yandex will exclude ads from being displayed on pages that will be identified as belonging to certain content categories. This will create a more targeted and comfortable experience for users, freeing them from unwanted advertising on materials that do not meet the established criteria.

• gambling,
• adult content,
• materials about terrorism,
• negative content,
• profanity,
• weapons,
• tobacco.

For detailed information on how Yandex determines the type of content, we recommend reading the company's official help. It presents the main algorithms and criteria used to classify information. This is useful for webmasters and content managers looking to optimize their materials for search engines. A proper understanding of these aspects will help improve a site's visibility in search results and improve its ranking. Yandex Direct still does not display ads on pages with tragic content. This rule remains in place to ensure respect for user sentiment and adhere to ethical standards. Advertisers should take this into account when planning their campaigns to avoid placing ads in inappropriate contexts. Ads placed next to sensitive content can negatively impact a brand's reputation. Users may develop negative associations that they are not always aware of. As a result, a negative perception of the company develops, and the reasons for this remain unclear. The new feature from Yandex makes it possible to avoid such risks, providing a safer environment for advertising and protecting brand image. Ekaterina Glazunova is the head of the anti-crisis department at Adves, a Russian reputation management agency. In her role, she is responsible for developing and implementing strategies aimed at minimizing risks and managing clients' reputations in difficult situations. Ekaterina has extensive experience in crisis management and a systematic approach to resolving reputational issues, making her an expert in this field. Under her leadership, the Adves team successfully addresses challenges, ensuring the protection and restoration of companies' images.

Bloomberg: iOS update puts targeting at risk

With the release of the updated version of iOS for iPhone, many users have limited apps' ability to track their online activity. This creates significant challenges for retargeting systems that rely on information about user behavior, according to Bloomberg. Reduced availability of user data could negatively impact the effectiveness of advertising campaigns and digital marketing strategies. Advertisers will need to adapt their approaches and find new ways to engage with audiences given the new restrictions.

The issue of user data tracking became relevant with the iOS software update for iPhone released in early June. Since then, only 25% of users have consented to apps collecting information about their activities. This change highlights growing concerns about privacy and personal data protection in the digital world.

According to Bloomberg, major advertisers have experienced a decrease in the effectiveness of retargeting on the Facebook platform. Specifically, they note a decrease in the accuracy of sales data and the overall effectiveness of advertising campaigns. This makes it difficult to find the most effective ads, worsens retargeting for users who were previously interested in similar products, and reduces the effectiveness of advertising with new potential customers. In the face of such changes, advertisers need to rethink their strategies and adapt to new market realities to remain competitive and achieve their goals.

According to Bloomberg, if 80% of Facebook users opt out of having their data tracked, the company could see a 7% drop in revenue. This highlights the importance of user consent to data collection and its impact on the platform's financial performance.

There's no need to panic. Targeting and personalization of advertising will become more complex, leading to the development of new technologies and solutions. Advertising platforms will be required to offer alternative tools and approaches to maintain their profits. This opens up new opportunities for marketers, allowing them to adapt to changes and find effective ways to engage with audiences. It's important to monitor advertising trends to use all available resources for maximum impact.

The industry needs to create value that will encourage users to consent to the use of their data. This presents a significant challenge. Many people opt out of tracking in an effort to preserve their privacy and avoid intrusive advertising. These attitudes have developed in recent years. It's important to change users' perceptions of marketing and demonstrate how using data can bring them real benefits.

Lyubov Kuris is Group Head at MGCom and teaches the "Internet Marketer from Middle to Senior" course. Her experience and knowledge in internet marketing make the course relevant and useful for professionals seeking to develop in this field. Lyubov shares practical skills and modern strategies that will help students strengthen their position in the market and achieve professional heights.

Google postponed the "cookie apocalypse" until the end of 2023

Google has postponed the elimination of third-party tracking cookies until the end of 2023. Initially, this innovation was planned for 2022. The company's official statement notes that, despite the progress made, the ecosystem needs more time to properly implement the changes. This move will allow developers and advertisers to adapt to the new conditions and ensure a smooth transition to more secure data collection methods.

The removal of third-party cookies in the Chrome browser has significant implications for the advertising industry. This reform is aimed at increasing user privacy and has been dubbed the "cookie apocalypse," as many advertisers fear it will negatively impact retargeting systems that rely on cookies. The transition to more private user tracking methods requires marketers to adapt their strategies and find alternative solutions for effective targeting and analyzing audience behavior.

Google has introduced a new system called FloC, which is designed to replace traditional cookies. Instead of individually identifying users, FloC will group them based on similar behavioral characteristics. This innovation will open up new opportunities for retargeting, allowing advertisers to effectively engage with their target audience without the use of third-party cookies. The FLoC system will be an important step in ensuring user privacy and preserving effective online advertising practices.

Google claims that FLoC (Federated Learning of Cohorts) will use machine learning technologies and outperform traditional cookies. However, experts interviewed by Skillbox Media predict at least two negative consequences. First, the transition to FLoC could lead to a decrease in the accuracy of personalized advertising, which will negatively impact advertisers and businesses overall. Second, it will raise questions about user privacy, as new technologies may not guarantee data protection as well as cookies. These aspects require careful analysis and discussion in light of changes in the field of digital marketing and privacy protection.

• Narrow targeting (hypertargeting) may increase in cost by 5-20%.
• In the short term, the effectiveness of campaigns may fall, but then the market will adapt.

Research: How Russians Search for the Goods and Services They Need

According to a study by Online Market Intelligence, commissioned by Yandex, most Russians use at least two channels to search for goods or services, and are not limited to search engines. The survey, which involved more than 1,600 people, showed that 58% of respondents use two or more channels. This highlights the importance of a multimedia approach in marketing and the need for brands to be present on various platforms to effectively attract customers.

In addition to search engines, users are actively looking for information on social networks, marketplaces and in Mobile apps. Searches on specialized sites, such as classifieds platforms, are also common. Analysts predict this trend will continue to grow in the future, highlighting the importance of businesses' presence on these online platforms for engaging audiences and increasing sales. Other study findings highlight important trends and conclusions that could significantly impact future research in this area. Data analysis revealed key aspects requiring attention and further study. These findings may help develop new strategies and approaches to achieve a deeper understanding of the subject matter. It is important to note that the data obtained also opens up opportunities for practical application in various fields.

• Two-thirds of respondents access the internet from mobile devices.
• Among young people, the share of mobile users is about 80%.
• A third of Russians access the internet from a computer (17% from a desktop and 15% from a laptop).
• Representatives of older generations, on the contrary, more often search from a desktop.

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Monitoring changes in advertising campaigns on Instagram shows how a new trend affects targeting approaches. Previously, advertising specialists used company logos to attract users' attention. In today's conditions, advertising is increasingly being adapted to specific platforms. This is evident in the fact that companies create creatives made in the colors of marketplaces such as Ozon or Wildberries. This approach helps users quickly identify ads, increasing click-through rates and, consequently, higher CTR. Adapting creatives to recognizable platform colors allows brands to more effectively engage with audiences and improve advertising campaign results.

Ilyana Levina is the CMO at Skobeev & Partners. She is also a speaker in the "Internet Marketer from Scratch" course offered at Skillbox. In her role, Ilyana shares valuable experience and knowledge in the field of internet marketing, helping beginners master the key skills and tools necessary for a successful career in this dynamic field. The course covers various aspects of internet marketing, including SEO, content management, SMM, and analytics, making it useful for anyone looking to delve into this field.