What Boom Have Been Reading: December 2014 Edition

Happy New Year! We hope you all had a fantastic Christmas and saw 2015 in in style. For most of us, today marks the day that we return to the office and get back to work.

If you’re anything like us, you’ve spent the last couple of weeks face down in a tin of Quality Street. To welcome you back we’ve gathered together our favourite reads from December 2014 (seems like a lifetime ago, doesn’t it) to devour instead of your selection box (or alongside…)

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Since it’s that time of year when SEOs make their ‘predictions and tips for 2015’, here’s a post in which some SEOs do just that: http://prosperitymedia.com.au/21-knowledgeable-seos-share-finest-tips-2015/

Putting a twist on that concept is a follow-up to this post from 2013, in which SEOs shared their wishes for the industry in 2014; in this year’s follow up, they look back on what did or didn’t come true, and make their wishes for 2015: http://blog.ahrefs.com/looking-back-at-2014-top-seo-experts-on-their-wishes-for-the-ending-year/

Last but not least, and well worth a look, is this excellent analysis by Kevan Lee for SEJ on the ‘anatomy of a perfect Facebook post’: http://www.searchenginejournal.com/anatomy-perfect-facebook-post-exactly-post-get-better-results/121218/

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Advice on Working with Bloggers from the Bloggers Themselves by Jessica Edmonson (@jsedmond)

When working with bloggers it is all too easy to fall in to the trap of focusing on what you’d like from the relationship. This article shows things from their point of view and helps us to align our goals for mutual benefit. Understanding their needs are different from ours could result in a win-win situation!

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A Replacement for PageRank? by Bill Slawski (@seobythesea)

A rather technical but important assessment of a recent Google patent by Bill Slawski, suggesting that ranking for pages and sites may vary according to the search query and relative “importance” of pages within a site. This is discussed in the context of Google pronouncing that toolbar PageRank will no longer be updated.

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A Frank Lloyd Wright Approach To Digital Design by Kent Eisenhuth (@KentTheHuth)

A more conceptual article this month that can be nicely summarised with this quoted headline: “content, form and UI becoming one”. Design is more than the sum of its parts, and whether in content marketing or in website usability, digital design is becoming more and more about an intuitive experience.

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A Portrait of the Artist as a Young Gamer by @ReadMatter

“It’s that time of year to realise, that no matter what you get for Christmas, it’ll never match up to that feeling you got when you unwrapped an N64 that one time.”

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There is some fantastic art here, that captures the memories of playing some of gamings absolute classics. Obviously it helps that it’s lovely little web experience, which is why I’m looking at it in the first place. (honest)”

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Start Your 2015 ‘Up-My-Game’ Plan for Content Marketing by Jodi Harris (@Joderama)

Whether you’re using the new year as the opportunity to start your content strategy from scratch or just to tweak your existing one, Jodi’s round-up will help you get off the ground.

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Put Neuromarketing to Work on Your Website by Gregory Ciotti (@GregoryCiotti)

I love the way psychology plays such a huge part in marketing, particularly online. Just one word in a sentence can impact how a user interacts so dramatically, and I found this article on neuromarketing research really interesting.

And as it’s Christmas, a bonus post! I also really liked this: http://www.threedeepmarketing.com/color-conversion-science-clockwork-model in a similar vein; discussing how the choice of colour on a website has such a big impact on conversions.

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After being asked by Jan about what kind of value the likes of BMW got from their online advertising spend and what sort of advertising it was (mostly brand I assumed at the time) I found these estimates on emarketer of online spending in the US which estimates the auto industry will spend $2.46bn on digital branding in 2014, or 40% with the remaining $3.69bn on direct response (or performance) advertising. So maybe it isn’t mostly brand, or maybe the US auto industries online ad spend includes car dealers and manufacturers, where I’d expect most dealers to be focused on performance and the manufacturers on branding. Possibly.

Either way, it’s a metric fucktonne of digital ad spending, $50bn across all industries. Then I found this on dazeinfo (with data sourced from emarketer) that estimates ad spending by the top 5 regions, showing that the UK spends 20% of the US on ads. Using these two articles we can probably estimate that ad spending from the auto industry in the UK is maybe $1bn or £640m.

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Web Design Trends 2015 by Nathan B. Weller (@elegantthemes)

This year, Web Designers have fully embraced (and promptly flooded the web with) design marvels such as parallax scrolling, flat design and responsive builds.

The following list of Design Trends for 2015 (and many more like it) predicts these are likely to stick around well into the new year and possibly evolve into more exciting forms. We also hope to see a greater and more flexible use of typography, as well as more widespread use of full screen images and videos, and expect the web itself to evolve into a more inclusive and personal user experience.

Wishing you all a Merry Christmas and a Happy New Year!

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Binging Out the Big Guns – Unique Bing Features We Love by Will Collier

Although I work primarily with Google, I have found that some of my accounts do very well advertising on Bing. In some markets, Bing can work out a lot cheaper than Google Advertising. It can also be great for your brand if there are other companies bidding on your name on Google but have not yet ventured to the humble Bing. This blog post features some of the ways Bing differs from Google and the amount of control you gain as an advertiser! I particularly like the in depth search partner data reporting and ability to exclude certain sites, and this feature is currently unavailable through Google Adwords. Bing is more popular in the US than the UK, but still worth keeping in mind, as it’s the default search engine for internet explorer users.

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Not too much time for digging into content when you are busy digging into Christmas snap and Santa’s sack of presents (I got some new socks if you are interested).

Here are a few bits and bobs that I enjoyed leading up to and through the Christmas period:


SEO Using Force-Directed Diagrams by Ian Lurie – I have always intended to have a bit of a play around with Gephi but have never got around to it. These rather snazzy visuals have inspired me to dig around again. Ian talks us through how they used them to help diagnose on site SEO issues.

SEO Service Pricing – 12 SEO Consultants Explain Their Approach – by Nick Eubanks and a bunch of other smarty pants. Nick put together a multi person post that was actually helpful a few weeks back. Everyone from Sebald to Rhoades to Dyson got in on the act and candidly discussed pricing models for SEO – well worth a read.

How to build your own price comparison API in 30 minutes with no code – by Matthew Redford. A great introduction to using Kimono for price comparisons for your vertical. Not too much technical knowhow is required and you can get stuck in straight away.


WHERE ISN’T EVERYONE LOOKING? – by Dave Trott (capitalisation authors own).  I am not going to say anything about this apart from the fact that it will take you a few minutes to read and it is great.


11 Influencer Marketing Personas You’re Likely to Meet – by Kelsey Libert. A little teaser from Kelsey (you can get the rest here) based on the extensive research that the fractl guys have been talking about for months. Track it all down it is great.

If you want to dig into some more email outreach based data then head over to the Yesware sales blog and have a read of these 2 posts (if you don’t use it yesware is a pretty cool tool as well):

The Best Times To Send Email For Replies (Backed By Data)

You Could Increase Your Email Reply Rate 12% By Doing This One Simple Thing

Lauren Roitman About the author

Lauren has been in the digital marketing industry since 2011, and a digital marketing client manager at Boom Online Marketing since 2013. When she’s not busy writing, you’ll probably find her secret-eating cookies and watching Grey’s Anatomy re-runs.

Learn more about Lauren Roitman

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