Digital Media Midterms, Google Search Features and LinkedIn Office Integrations in the Americas Download
September 27, 2018
By Zak Mehan
Digital Media Midterms
We’re going to be keeping a particularly close eye on the midterm campaign strategies going into the fall. These will be instructive and noteworthy for a few reasons – the big one being that 2016 brought into focus just how powerful digital communications can be.
Another reason is that we’re already seeing spending ramping up to huge levels for these midterms (TV spending, for example, will rival the 2016 presidential election), a large proportion of this going to digital advertising.
Finally, while many voters see this election as a kind of national referendum on the president’s job so far, the real, actionable focus of the election is local. This means that targeting efforts will be on full display as campaigners look to dive deep into districts to influence voter turnout and party preferences.
Already we’ve seen issue-specific groups making big plays. Former New York Mayor and media mogul Michael Bloomberg’s Everytown for Gun Safety, a gun control group, claims to have loaded up $5 million for a digital ad campaign and placed 15 House races in its sights.
The organization is targeting suburban voters, in particular, peppering the family-oriented locales with jarring footage of children marching out of schools with their hands in the air. The website offers slick and interactive data visualizations, with pages on local regulations auto-populating based on the browser location.
TV and digital advertising are also set to be close bedfellows for this election, with addressable TV – ads digitally targeted to individual households – seen as a powerful tool for reaching very targeted sets of voters.
This practice has been at play since the 2016 election but is seeing extra momentum in the midterms (and beyond) this autumn when, again, smaller groups of local voters hold more sway.
Expect more updates on these personalized and digitized campaign tactics from us to come.
The Future of Search
Google announced a number of new updates to the platform during its “Future of Search” event, mostly focused on building a predictive and personalized search experience. Here are the ones we think you should know about.
Google Discover – Discover is a selection of content that Google has determined to be of interest to a user based on previous search topics, be they news themes, sports or TV shows.
Query Recall – As users start to type a query Google will immediately float their previous related searches to the top underneath the search box.
Collections – Gone are the days of pasting URL’s into a Word document; users can now save past search results for future use using Collections. Collections will save searches in a Pinterest-style format that Google will then use to identify patterns and recommend related content.
Stories – Harnessing the current storytelling craze sweeping across our social platforms, Google will be incorporating stories created from different articles, images and videos into search results.
Google Images – Google translates text-highlight feature has a new cousin. In an effort to pick up more support for Google Lens (a computer vision solution for identifying what is in a picture) users can now highlight things in an image and Google will help you identify item specifics.
Reactions – Finally, Google is testing a new feature within its review sector – audiences recently realized they can “like” or “dislike” specific images from hotel reviews. It’s unclear what exactly the company plans to do with this feature. Nonetheless, it could prove to be an interesting data source if expanded.
In the Office
Last year Microsoft integrated LinkedIn into Microsoft Word to help users write resumes, allowing Microsoft 365 subscribers access to a resume assistant that picked out job descriptions in an existing resume on LinkedIn to help craft a professional resume. Let’s face it, this is a very convenient addition to Word because who doesn’t hate writing resumes?
This week, Microsoft announced even more LinkedIn integrations, expanding deeper into the Office suite. A key point of the integrations is connectivity. Along with the slightly obvious integrations like linking corporate directories with LinkedIn contacts, the integrations expand the functionality of document creation and sharing.
Now, LinkedIn content can coauthor documents in Word, Excel and PowerPoint, and share directly across the LinkedIn platform. In short, Microsoft is bringing some of the productivity tools companies use internally to bear with external contacts by integrating these platforms. The adoption of these tools will likely have an impact on whether the integrations go deeper. We’ll be waiting to see what kind of communications integrations come from this expansion into the office.
The Reading List
LinkedIn steps into business intelligence with the launch of Talent Insights TechCrunch
Walmart, Sam’s Club Start Mandating Suppliers Use IBM Blockchain Bloomberg
Instagram rumored to be testing a hashtag selector tool and geo-fenced posts Marketing Land
Snapchat will add Amazon product search, so you can buy products directly from the app CNBC
Snapchat is letting users register to vote from its app The Verge
Hump Day Helper
Some people see a professional tag course, I just see an assortment of things to trip over.
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.