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ü Oughta Know: Google+ Gets a Divorce; Twitter Embeds Video; Just Upgrade Your Subject Lines

ü Oughta Know is a combination of digital crib notes and marketers’ cheat sheet, bringing you important – and occasionally weird — stories and trends from digital marketing news. Each week our hope is to help keep your knowledge sharp while providing a delightful craving of classic Alanis Morissette.  Here’s what you oughta know: Google+ Gets a Divorce: From itself! google+ logoGoogle+ will be breaking off into Google Photos and Google Streams. Bradley Horowitz, a longtime product VP at Google, confirmed Sunday night that he had taken over as head of Google+, or more accurately, the service previously known as Google+. When he made the announcement, he referred to the service as “Google’s Photos and Streams.” As of the date of this post, the social network still exists and looks the same, but the way its marketed going forward may be completely different. Google+ was launched 4 years ago (after a series of Google backed social networks failed) as a competitor to Facebook, but it never really caught on enough to be a major contender. By breaking up the service into two unique offerings, maybe Google Photos and Google Streams will not be compared to Facebook and their user interface and usability will be enough for them to stand on their own and make their mark. According to Sundar Pichai, Google’s senior VP of products, Google is in a better position today to identify the services users are looking for from their products and that’s the reason for the breakup. At Mobile World Congress on Monday, he went on to say: “Google Plus was always two big things: one was building a stream and one was what you call a social layer. The second one is, in some ways, is even more important role for us.” Twitter Embeds Video: The past few weeks have been pretty busy for the folks over at Twitter. This week they gave publishers the ability to embed Twitter video on their sites, meaning YouTube and Facebook have new competition in this category. YouTube has let publishers embed videos for years, but starting yesterday, tweets on twitter.com began sporting an embedded video market generator that publishers can copy and paste into their stories. The feature is under the “more” prompt, which leads you to generate HTML code. There is no word on how this will affect mobile users yet.screen-shot-2015-03-02-at-2-36-56-pm With their new advertising options it makes sense that Twitter would get more serious about keeping engaged users on their site with native recordings and publishing of videos. If sharing a video via another medium is part of your Twitter strategy, you should consider embedding it directly or even recording it with Twitter! Just Upgrade Your Email Subject Lines, Please: Email marketing has been in use since around 1993, but this week, Alchemy Worx announced the findings of a study that analyzed 21 billion marketing emails and they discovered which words positively and negatively impacted open rates. Use these words to increase your open rates:
  • Upgrade
  • Just
  • Content
  • Please
Use these words if you want to decrease your open rates (who wants that?):
  • Miss
  • Deals
  • Groovy
  • Friday
The study also reports that, “The best subject lines are attention-grabbing but not spammy; informative, but not bland. Finding that subject line sweet spot is a primary component of effective email marketing. Research consistently shows email is more effective at achieving objectives than social media, content marketing, SEO, paid search, and other tactics.”
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