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The new Twitter home page has been unveiled. Whilst it may not be the most revolutionary design, it does include one key addition, Twitter search.
Now, without even having to sign up with Twitter, you can immediately take advantage of their search facility and see what the world is talking about. With homepage integration, far more people will be able to access Twitter and use it to track down breaking stories and local news in an instant, regardless of whether they are a member or not.
The updated fascia also includes the very latest trending topics; breaking them down by minute, day and week; allowing you to instantly see what the Twitterverse is discussing. Ironically, one today’s trends includes David Cameron, whose on air faux pas this morning included a rather derogatory statement about Twitter and those who tweet.
This shows a marked improvement for Twitter and pushes them inexorably towards the realms of a real-time search engine. With Google still twiddling their thumbs over a move towards real-time integration, this could be seized upon as a more relevant source for the latest keyword specific news.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.