Platform Pulse: The week’s mobile
news from Google, Facebook, Apple
In the first installment of a new
column dissecting the week’s platform developments to uncover the most significant news for mobile marketers,
Google’s new algorithm favoring mobile-friendly sites looms large, but
Facebook’s impressive numbers, including 800 million monthly active users on
WhatsApp, could have just as big an impact for marketers in the long-term.
It was a busy week for mobile-related
news from digital platforms. While much of the buzz went to the Apple Watch
launch and Google’s algorithm update – referred to as mobile-geddon by some –
Facebook also made significant moves forward with a new branded video program
called Anthology, significant gains in mobile advertising and revelations about
WhatApp’s growing prowess.
“Google’s mobile-geddon wasn’t
the only big news,” said Mark Beccue, principal analyst at Mark Beccue
Consulting Inc., Tampa, FL. “I think Facebook’s quarterly report was as big,
showing their continued success in mobile advertising, along with the
significance of the WhatsApp numbers.”
Savvy marketers will move quickly
to address the need for mobile-friendly sites so as not to undermine their
marketing efforts.
The WhatsApp numbers reinforce
the belief that Facebook will move soon – possibly this year – to monetize the
messaging platform. Marketers should keep an eye on developments here but do
not need to move immediately.
Here is a summary of platform
developments with implications for mobile marketers that happened during the
week of April 20
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