August 29, 2018
The Hard Refresh is a weekly update in digital marketing news.
This week’s top stories: Thinking vs. Feeling, Fake Pizza, & Getting Verified on Instagram
“Out with the old. In with the new.”
Advertising Psychology: Thinking vs. Feeling
Google Launches Expandable Featured Snippets
Mobile Searchers Utilize “Near Me” Keywords. Do You?
“Local intent” searches constitutes 30% of all mobile queries. However, Google has informally said that number could be 50%.
Uberall’s “Near Me Shopping Report” data found that 82% utilized “near me” searches (92% for millennials).
Here are the results by category:
- Food – 84%
- Entertainment – 56%
- Banking – 50%
- Apparel – 41%
- Personal Care – 38%
Fake Pizza Brought To You By Google
In an effort to test video ads effectiveness and best practices on YouTube, Google’s Unskippable Labs team created the fake pizza brand, Doctor Fork.
Summary of their findings:
- Immersive, multi-sensory experiences drive better recall than single sensory experiences
- Separating visual input from text (voice and supers) increases both recall and favorability
- Explicit instruction to imagine increases both recall and favorability
- We want edge-to-edge food in our food ads
- Bite and smile is not the only way to show a pleasurable food experience.
- Younger audiences responded better to first-person perspectives (POV) than older audiences did
The Design Desk:
Better Websites Use Better Fonts
Combing fonts is typically one of the hardest parts of the design process. Fonts can determine tone, mood, and give context to the site as a whole.
If you find yourself in need of more than one kind of font, follow the below process adapted from Tim Brown:
1) Find an anchor font for your main body text
2) Find a few secondary fonts for possible combinations
3) Evaluate the combination
4) Eliminate/choose fonts combination.
Famous Logos Redesigned in Retro 1980’s Style
Images by Reddit User “FuturePunk”
Get Verified on Instagram
Instagram is now letting users apply to become verified. As like with a personal account, business accounts can potentially see more engagement, followers, and brand signals with this process.
Here’s how to apply:
- Go to your profile
- Tap the menu icon
- Select “Settings”
- Choose “Request Verification”
Letter from the Editor:
Why “The Hard Refresh?”
When you visit a website frequently, often times a version of the site gets stored on your computer so you can access that site a little bit faster. It saves you time, and everyone is happy.
This is a process known as “caching.”
However, that website may have recently updated their content, style, images, etc.- but you can’t see the changes because the version that’s on your computer may be an older one.
That’s where the hard refresh comes in. By performing a hard refresh, you clear the cached version that’s on your computer and are now able to see the new changes that have been made.
Out with the old. In with the new.