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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

Google algorithm update focuses on mobile-readiness
Google?s moved place a heavier emphasis on mobile friendliness in its mobile search rankings beginning April 21. As a result, marketers with sites that fail to render an easy-to-navigate experience on mobile may lose their top placement in Google?s search results. The implication could be a large amount of traffic loss as some sites show roughly 50 percent or greater skew towards mobile traffic. 

Android Wear gets major upgrade
Google looked to drum up some of its own excitement in the wearable segment last week while many were focused on the Apple Watch. The update to the wearables platform was big one, bringing Wi-Fi support so that users can stay connect to their phone even when it is in another room, the introduction of navigational hand gestures so that users can interact with the screen without touching it and the ability to hand draw emoji characters so that users can quickly respond to messages. Creative marketers are likely to look for ways integrate some of these developments into their wearables strategies. 


Google introduces mobile Web notifications
Google has begun offering push notifications on mobile Web sites for Android users, with the messages looking and feeling like app notifications. Early adopters include eBay, Facebook, Pinterest and Beyond the Rack, underscoring how mobile notifications have quickly been adopted by marketers and suggesting that a Web-based offering is a quick and easy way to supplement brands? existing in-app strategies. 

Facebook?s Anthology branded video play
In a move to help brands match their marketing goals while taking advantage of the quickly growing mobile video space, Facebook has teamed up with media partners such as Disney, Funny or Die and The Onion to create the Anthology Network. Marketers will be able to develop sponsored video content for Facebook while working with content creators who can help them reach their target audience. 

Facebook?s mobile reach continues to grow
The social networking site said last week that its mobile-based ad revenue accounted for 73 percent of all advertising revenue in the first quarter, up from 69 percent in the fourth quarter and 59 percent in the year-ago first quarter as mobile monthly active users jumped 24 percent to 1.25 billion, and mobile daily active users surged 31 percent to 798 million. With over-the-top messaging apps continuing to grow, Facebook?s WhatsApp now boasts 800 million monthly active users. The significant and growing user base suggests WhatsApp will be an important force once Facebook?s initiates a strategy to monetize it. 


Apple Watch shipments begin
Following months of anticipation, the Apple Watch began shipping on April 24, with numerous branded apps already available across a wide variety of categories. The swiftness with which marketers have embraced the Apple Watch suggests they are eager to boost their smartphone strategies, but it remains to be seen how big the opportunity will be, given the hefty price tag on the Apple Watch, or how consumers will use the device. 

?Google?s quarterly report showed continued downward pressure on CPCs caused by mobile,? Mr. Beccue said. ?Google must increase their average CPC for mobile and you can see their efforts through such things as mobile-geddon. 

?But in a weird twist, I believe the key to better mobile advertising is streamlined mobile checkout,? he said. ?If you are an online retailer, the fastest way to improve your conversions are a full-on effort to enable consumers to pay easily using mobile devices. That means give consumers as many options as you can. 

?Facebook is going to have to monetize WhatsApp sooner or later, and I believe they will late this year or early next, by introducing media channels (like SnapChat?s), enterprise notifications (like WeChat does for travel companies and Didi Dache) and stickers. Messaging apps in the West will become the primary digital media channel over the next few years, so be prepared.?

Final Take
Chantal Tode is senior editor on Mobile Marketer, New York