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Showing posts from April 25, 2017

Facebook tests its News Feed with a new form of Related Articles

Facebook has announced a new test for the Related Articles feature in its News Feed. That feature, launched in 2013, would show related stories right below an article after you read the article and returned to News Feed.In the new test, Facebook will show related stories before you click to read an article. Based on trending stories — that is, topics that many people are already discussing on Facebook — Facebook will show additional articles from publishers about the same topic, giving readers the ability to read about alternative perspectives and third-party fact-checkers.Nothing else is expected to change, including Pages, Facebook says, but at least we know that we’ll be seeing a lot of these new and similar stories when they’re hot.

via Marketing Land

5 ways to monetize your social media followings

tanuha2001 / Social media has not only revolutionized the way that people communicate and stay in touch; it has completely transformed business and marketing practices as a whole.Over the past five years, social media websites have become some of the largest and most meaningful pieces of the digital marketing puzzle.While many still maintain that social platforms are for communicating and not slinging products, others would vehemently disagree; just look at Facebook, Instagram and other networks’ efforts to integrate e-commerce options.Generating revenue is, by many standards, the sole reason why many aim to accrue millions of followers; massive awareness often leads to either sponsorships or sales. Either way, cash is the ultimate goal.But is it possible to monetize moderate social followings that don’t reach into the hundreds of thousands and beyond? You bet it is.If you’re ready to start having your social followings work for you, here are five ways to turn your soc…

Weather Company’s data now available to any advertiser through LiveRamp

The Weather Company is going big with weather.The IBM-owned firm has announced a partnership with Acxiom-owned data management platform (DMP) LiveRamp, which is the first use of the Weather Company’s weather data for targeting ads outside of its website.“We’re going to become an ad product factory, distributed through LiveRamp,” VP of Global Automated Monetization Jeremy Hlavacek told me. “It’s a big shift for the Weather Company.”The partnership also marks the first time that LiveRamp, which specializes in creating audience segments from online and offline data, is making available a layer of live event-based and frequently updated data, like weather.The Weather Company service, called WeatherFX and built over the last four years, updates via API every 15 minutes, while LiveRamp had traditionally updated every 30 days.[Read the full article on MarTech Today.]

via Marketing Land

Step up your advanced Account-Based Marketing strategies with LinkedIn Ads

This week, LinkedIn released a fantastic new feature to their ads product that is an absolute game-changer for business-to-business companies. It’s called Account Targeting, and it allows you to upload a list of up to 300,000 company names and target ads to only those companies.Here’s a story to illustrate the power of this new functionality:I walked into a marketing team meeting and immediately knew there was a problem. The team was close to hitting their goal, but trending behind the curve, and it looked like we might miss it. The CMO made the decision to dump more cash into social ads — we’re going to hit that goal, come hell or high water.The effect wasn’t what the team had hoped for.The sales team was already dialing at capacity, and our sending them additional leads produced three negative outcomes:Sales folks who used to dial each lead 6x were now only dialing each 1x to 2x.The flood of leads resulted in sales cherry-picking only their favorite leads and ignoring the others.Cos…

Actions for Google Home: Time for brands to get creative

Google’s Home device was launched in November 2016 in the US, and as recently as April 6 2017 in the UK.As a direct rival to Amazon’s Echo in the battle to gain control of the intelligent digital assistant market, Home has made great strides already. Some sources estimate that Google may already have an installed base one-third the size of Amazon’s Echo, which launched in late 2014.Ultimately, the more effective and useful hardware will gain the public’s vote. What makes the hardware useful will be the software that powers it – and more specifically, the functionality that it provides.Google has increased the number of Actions available via Home, and third parties are encouraged to get involved and develop novel uses for Google’s voice-enabled assistant.It feels as though we are at something of an inflection point for this technology.As such, it seems timely to take stock of where are, showcase some innovative uses of Actions, and also look at how marketers can start to profit from th…

Separate marketing technology fact from fiction at MarTech Conference in 2 weeks

We’re two weeks away from the MarTech Conference in San Francisco, May 9-11 — the world’s largest independent marketing technology conference designed for senior-level marketers and technologists.I stress the the word independent because unlike most of the big marketing events these days that are run by Adobe, HubSpot, IBM, Marketo, Oracle, Salesforce, or alliances of smaller vendors, MarTech is produced by Third Door Media with no conflict of interest. Those other events are fantastic — but they’re inherently and intentionally biased.With MarTech, there’s no pay-for-play or hidden agenda in the editorial program and no rules excluding who can exhibit.There is only one goal: to illuminate successful real-world practices at the intersection of marketing, technology, and management — no matter which software products or analyst frameworks are employed.This independence lets us ruthlessly call out fact from fiction in examining today’s rapidly evolving marketing technology environment. F…

Marketing Day: Google TV ads, LinkedIn matched audiences & Amazon self-service

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Google trying TV ad buying again with DoubleClick Bid Manager
Apr 24, 2017 by Ginny Marvin In a new test, advertisers will be able to buy linear TV spots programmatically via DBM.LinkedIn’s new Matched Audiences feature just blew Facebook Custom Audiences out of the water for B2B
Apr 24, 2017 by AJ Wilcox As LinkedIn rolls out Matched Audiences, columnist AJ Wilcox takes a look at the advanced email match strategies you can use with the new feature and explains why it’s a big win for B2B advertisers.The Mufasa Metric: Rethinking attribution in the Engagement Economy
Apr 24, 2017 by Chandar Pattabhiram Columnist Chandar Pattabhiram explains why marketers today must move beyond vanity metrics and instead seek true alignment metrics, such as pipeline, revenue, and big strategic metrics like Lifetime Value (LTV) and number of brand advocates.Amazo…

Google trying TV ad buying again with DoubleClick Bid Manager

To allow advertisers to buy and compare video ad performance across linear TV and digital, Google is bringing programmatic access to linear TV inventory to DoubleClick Bid Manager (DBM).The new offering, announced at the National Association for Broadcasters (NAB) conference in Las Vegas on Monday, taps inventory sources from WideOrbit, clypd and Google Fiber, the company’s own high-speed internet service. Google Fiber offers access to addressable local inventory on cable networks; WideOrbit from local affiliates; and clypd from national broadcast and cable networks.“By adding traditional TV buying into DoubleClick Bid Manager, we are taking the first step towards allowing advertisers and agencies to manage their video campaigns across digital and linear TV, in a more efficient and effective way,” wrote Rany Ng, director, project management at Google in the blog post announcing the test.What’s unclear is what kinds of inventory and audiences broadcasters will make available to Google.…