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Showing posts from August 15, 2017

Facebook copies Instagram’s Live Stories, Boomerangs with in-app camera update

Instagram has replaced Snapchat as Facebook’s muse.On Tuesday, Facebook added some of Facebook-owned Instagram’s features to its own mobile apps, including its own take on Live Stories and Boomerangs, through an update to its in-app camera, called Camera.Live video in StoriesThe most notable new feature is the addition of live videos to Stories, which Facebook brought over from Instagram’s after Instagram copied it from Snapchat. Now, when people start a live stream from Facebook’s in-app camera or the traditional post composer box on the app’s main screen, that broadcast will automatically appear within that person’s Story, as well as the normal news feed placement. If people don’t want a live video to appear in both their Story and their friends’ news feeds, they can toggle off either placement. Or they can tap the “Your Story” icon in the app’s main screen, which defaults to only post the broadcast to Story.By having live streams automatically appear within the Stories feed by defa…

Report: ‘Asset tracking’ now a primary use case for indoor location and beacons

Proximity and beacon data platform Unacast has released its Q2 Proximity.Directory report. The report goes beyond marketing use cases to look at how proximity sensors are being deployed for “asset tracking” (people and places) across industries such as healthcare, logistics, manufacturing and others (marijuana is one of the featured categories).The report discusses the ways in which proximity technologies, which here include WiFi, NFC, RFID, beacons and geofencing, can help monitor the movements and location of people, vehicles and objects for greater efficiency and cost savings.How is “asset tracking” being used in the burgeoning global marijuana-growing industry, you ask? Beacons and other real-time location systems (RLTS) are helping track plants and their byproducts through the supply chain — “in real time from growers to dispensary.” This saves labor costs — to the tune of 42 percent, according to the summary in the report.Unacast says there are now more than 15 million proximity…

AdWords app-install campaigns to sunset as Universal App Campaigns take over

Google launched Universal App Campaigns (UAC) roughly two years ago to help developers drive app downloads. UAC has co-existed with AdWords app-install campaigns since that time.Now the company is moving all app-install ads under the umbrella of UAC. Google said that as of October 16, all app-install campaigns will run as UAC ads. All current app-install campaigns will stop running on November 15; so developers and publishers need to convert their campaigns accordingly. (Google’s blog post has instructions on how to do this.)Google said that 50 percent of all app downloads across its network are now being driven by UAC, which simplifies ad creation and enables bidding and optimization against a range of goals: CPI, CPA or ROAS.The company offered Zynga as a case study of success with UAC ads. Zynga’s Kimberly Corbett, VP of User Acquisition, provided the following in email (excerpted from a longer statement):UAC campaigns have allowed us to trim down time spent optimizing while increa…

10 tools for creating compelling content for social media

Social media has changed a lot over the last five years — and truth be told, that’s the understatement of the century.New platforms have come into the mix. Veteran platforms continue to evolve their algorithms, rules and layouts. There are constantly new things to learn about how to use social media to get the highest coveted asset of all in this space — attention.One thing that never seems to change about social media marketing is the need for something eye-catching. Marketers have argued over whether one-liners beat several paragraphs. We’ve talked about the importance of hashtags.But what also doesn’t change, despite the constant ebb and flow of social updates, is the need for the content to compel a fan or follower to stop, look and react.What makes something compelling on social media?Social media is a noisy place. Your content is shoved between moving objects (videos) and GIFs (the hottest trend in commenting these days). To capture the attention of the person who’s often mindle…

Dun & Bradstreet is testing blockchain as a way to securely distribute its content

Lest you think blockchain technology is still in the far future of commercial communications and commerce, keep in mind that the venerable Dun & Bradstreet is busily kicking the technology’s tires.The company — whose origins stretch back to the middle of the 19th century — is currently testing a pilot project that allows clients to verify the identity of a potential business partner through a unique blockchain identifying number that corresponds to the traditional Dun & Bradstreet D-U-N-S Number.The nine digit D-U-N-S Number is a widely accepted way of identifying a business entity. Blockchain is a new kind of online distributed software ledger that forms the technological underpinning for a variety of applications, the most famous of which is the bitcoin digital currency. Dun & Bradstreet says it has the world’s largest commercial database, providing basic information and reputational assessments of companies around the globe.Several firms that use its data are involved i…

Switching to HTTPS: Is it really worth it?

Ever since Google made the announcement that HTTPS is a ranking signal, there has been a lot of discussion around whether that extra ‘s’ is really worth the hassle.There are clear benefits to obtaining that sought-after green padlock, but there is also a lot of nervousness around actually making the switch.The apprehension is understandable; as with any big change to a website, mistakes have the potential to be extremely costly – both to the user experience and to search visibility. Any risk of a drop in rankings has SEOs quivering in their boots.However, this is not reason enough to avoid the change. There has been an almighty push towards creating a more secure web. There is a pressure for website owners to take responsibility for the security of their sites; those who do will be duly rewarded by Google.What does HTTPS actually mean?HTTPS stands for Hypertext Transfer Protocol Secure; not that this will help you understand it any more than you did a few seconds ago.As Google explain…

Brandmark: Use Artificial Intelligence To Create Instant Logo & Brand Identity

What do you imagine when you think of CocaCola?What do you imagine when you think of Apple?Can you imagine the color and logo of both these brands?The majority of us can, and that’s the power of branding. If there is one thing to learn in business, it’s branding. Consistent branding is key to making your company, business, blog, or idea a success.However, most bloggers and webmasters who start a blog or a product company are not so accustomed to design and branding. Most of us use sites like Fiverr, 99design, and to hire a web-designer to work on the branding aspects of our websites.And if you are working with a well-skilled designer, then that’s great. But if not, you will miss out on several important aspects of branding.What are these important aspects of branding?Apart from the company’s vision and mission statement, here are a few important visual aspects of branding that you need to implement ASAP:LogoFont (Typography)Color PaletteJust having these three things wi…

Facebook lets brands promote publishers’, influencers’ posts as ads

After officially opening itself up last year as a free distribution outlet for branded content, Facebook is ready to cash in.On Monday Facebook rolled out a new way for brands to take the posts that they pay publishers and influencers to create — and that the publishers and influencers tag as branded using Facebook’s labeling system — and promote them as ads on the social network.Technically marketers could already pay to amplify these branded posts as ads, but the process was a little clunky. First, a brand’s Page had to share (a.k.a. Facebook-retweet) the publisher’s or influencer’s post, and then the brand could pay to run that shared post as an ad. Now brands can sidestep the sharing and promote the original post as an ad. Here’s an example of the difference, with the old, shared-post ad on the right.Facebook’s new branded-content promotion option removes the share requirement. Source: Facebook. Once a brand has selected a post it wants to promote, it can use all the normal options…

Marketing Day: Aetna’s CMO, Openprise’s Data Marketplace & LinkedIn analytics

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:New research shows Hispanic millennial shoppers are ‘a driving force’ of US economy
Aug 14, 2017 by Amy Gesenhues
Insights on mobile and social usage trends among this growing demographic.Disclosure and transparency: The agency/client relationship twins
Aug 14, 2017 by Steve Cameron
Do your clients know what you’re doing with their accounts? Contributor Steve Cameron lays out why transparency is vital to building and maintaining trust with your clients.Search marketers save $400 on SMX East until this Saturday!
Aug 14, 2017 by Marketing Land
Your search for actionable SEM and SEO tactics stops here. Join thousands of marketers at the largest search marketing conference on the East Coast — Search Engine Land’s SMX East, October 24–26, 2017, in New York City.Breaking news: When AMP goes through the roof
Aug 14, 2017 by Barb Palser
Columnist Barb …

New research shows Hispanic millennial shoppers are ‘a driving force’ of US economy

The US Hispanic population includes 59 million Americans, and more than 40 percent are millennials. That means that a wide margin of the $1.5 trillion purchasing power of US Hispanics is controlled by young adults ranging in age from 18 to 32 years old.“Hispanic Millennials are no longer a small sub-segment of the US economy, they are a driving force,” said marketing technology company Viant in a new report.Using its proprietary technology to analyze the shopping and lifestyle habits of Hispanic millennials, Viant says that, as consumers, the group is more likely to interact with brands on social when compared to non-Hispanic millennials.From Viant’s “The Marketer’s Guide to Hispanic Millennials”:We found nearly 50 percent of Hispanic shoppers reported they had either discussed a brand online with others or used a brand’s hashtag in social messaging compared to seventeen percent of non-Hispanic shoppers.Analyzing social media habits, Viant says Hispanic millennials are more active on …

Disclosure and transparency: The agency/client relationship twins

There is an old joke about what to do if you’re ever stranded on a desert island with only a pack of cards: The answer is to start playing solitaire, because sooner or later someone will lean over your shoulder and say, “Why don’t you put that red seven on that black eight?”When we structure our marketing campaigns, either alone or as a well-oiled team, the last thing we want is for someone to come along and tell us how to do it better. We have our reasons. We are experienced marketers. And, let’s be honest here, the least wanted advice often comes from the client.We can live and breathe AdWords, breakfast on Bing Ads and snack on Facebook and Twitter; but the client pays for the campaigns.We were recently approached by a client who was unhappy with their current agency. They wanted us to take a look. But the other agency — hereafter known as “Opaque” (not their real name but incredibly appropriate) — advised the client that the account was theirs and that they, the client, could not …

Search marketers save $400 on SMX East until this Saturday!

Your search for actionable SEM and SEO tactics stops here. Join thousands of marketers at the largest search marketing conference on the East Coast — Search Engine Land’s SMX East, October 24–26, 2017, in New York City.Register today for an All Access Pass and pay the super early bird rate of $1,795 — that’s a whopping $400 off on-site rates! You’ll get the total SMX experience:Industry-leading speakersExceptional networkingActionable tactics you’ll immediately put to useVendor demos and solutionsWiFi, meals and snacks!P.S. These are the lowest-priced tickets for SMX East you’ll ever get your hands on. Hurry, super early bird rates expire this Saturday!

via Marketing Land