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Showing posts from July 12, 2018

Where will Facebook’s growth come from? Instagram

Pew Research reports that Facebook is far from the dominant social platform for teens. However, Facebook-owned Instagram holds the number 2 spot after YouTube. Now reportedly valued at over $100 billion, Instagram will drive growth for Facebook through new users as well as new advertising revenue. But how?During its most recent earnings call, Facebook remarked it still had an untapped business opportunity with Instagram. The photo-sharing social app has 25 million business listings, but only 2 million monthly active advertisers. Facebook believes that this gap between the number of businesses present versus those that use the app for advertising showcases the potential for growth.We (Reveal Mobile) recently conducted a survey of over 200 owners and managers of small to medium-sized businesses (SMBs) in the United States to understand what’s driving brands, retailers and agencies to advertise on Instagram — or not. The early analysis points toward how Facebook will continue its growth …

YouTube’s Copyright Match Tool finds videos uploaded without the creator’s permission

Alexey Boldin / Copyright infringement has been a frustration for YouTube creators for years. In a big step toward addressing the problem, YouTube announced is releasing a Copyright Match Tool next week that will allow creators to find out if their videos have been uploaded by other channels.Using technology similar to YouTube’s Content ID tool, the Copyright Match Tool will first scan a video uploaded for review by a creator, and then scan other video uploads to detect if similar, or the same, video content has been uploaded by another channel.“When there is a match, it will appear in the ‘matches’ tab in the tool and you can decide what to do next,” writes Fabio Magagna, the product manager for the Copyright Match Tool, on the YouTube Creators blog.For it to work, YouTube says it’s important that the creator looking for matches is the first person to have uploaded the video. “The time of the upload is how we determine who should be shown matches,” writes Magagna.The …

IBM, Mediaocean announce blockchain consortium to tackle what’s wrong with ad tech

A variety of startups are using blockchain as a way to add transparency to the notoriously opaque ad tech system, including NYIAX, Kiip, Kochava and MetaX.And now a new ad-focused blockchain consortium has recently been announced this month by heavyweights IBM — through its iX digital agency — and advertising software provider MediaOcean. It already counts ad giants Unilever, Pfizer, Kimberly-Clark, Kellogg and IBM Watson Advertising among its inaugural participants.The as-yet-unnamed consortium, unveiled last month at Cannes Lions Festival of Creativity, is powered by the blockchain protocol developed by IBM and made open source, called Hyperledger. The blockchain environment will be built on Mediaocean’s campaign management platform, which already handles more than $140 billion in annual ad spending.[Read the full article on MarTech Today.]The post IBM, Mediaocean announce blockchain consortium to tackle what’s wrong with ad tech appeared first on Marketing Land.

via Marketing Land

Facebook receives $664,000 UK privacy fine, which could have been $1.9B under GDPR

Facebook has received a £500,000 fine ($664,000) in the UK resulting from the Cambridge Analytica data-harvesting scandal. The fine was imposed, according to the Information Commissioner’s Office (ICO), because Facebook failed to properly safeguard user information from third-party exploitation or be transparent about how personal data was potentially being used.The revelations surrounding Cambridge Analytica and its mining of Facebook data in support of Brexit and the Trump election campaign came in March of this year. The fallout continues in Europe and the US.Authorized under UK data protection law, the £500,000 fine was the maximum allowed given the timeline of events (2015-2016). However, had the events in question occurred after May 25 of this year, when Europe’s General Data Protection Regulation (GDPR) went into effect, the penalty could have been much more severe: up to almost $2 billion (4 percent of Facebook’s annual revenues).The ICO fine comes in the midst of a broader in…

How to organize your keyword lists

Keyword research is a fundamental tactic that I have seen completely transform the overall marketing strategies of those who take it seriously.In fact, just about any marketing area begins with keyword research, be it competitive analysis, traffic growth, content planning, or PPC strategy. It has always been the foundation of online marketing and it still is – even though it’s rapidly evolving.I have seen clients go from barely functioning marketing plans to full-scale content marketing projects that up their rankings and conversions. Keywords are serious weapons.Why organize keywords?Keyword lists are messy. They contain every little variation of each particular query because they include whatever enough people spontaneously type into the search box.We search in a more disorganized way than we speak. For example, we could search ‘research keywords’, ‘how to research keywords’, ‘research keywords how to’, ‘keyword research tips’, or even ‘keyword research how to tips’ – and all of tha…

What to consider when selecting marketing channels

Selecting the marketing channels to use is a complex decision – there’s no one-size-fits-all formula for distributing your product. Whether you’re just getting started or you’ve been in business for a while, it can be difficult to find effective ways to reach your target market.One way to make the process simpler is to break down all the factors that play into channel selection. Your customer base, your available resources, and your product itself can all help guide your decision. Take the following factors into consideration as you weigh your options, and you’ll have an easier time choosing the right marketing channels for your business.What are the physical attributes of your product?Sometimes the physical attributes of a product dictate how it should be distributed. Not everything can be easily shipped, and some items need to be handled more carefully than others.If your product is large and heavy, for instance, shipping it across the country may not be practical. And if you sell s…

Twitter is removing locked accounts from follower counts

As part of Twitter’s ongoing mission to improve the health of the platform, the company says it is removing locked accounts from follower counts globally this week.Twitter’s current policy is to lock an account any time it detects unusual behavior — such as tweeting a large volume of unsolicited replies or mentions, sharing misleading links, or if an account has been blocked by a large number of users it mentioned in its own tweets.To get an account unlocked, the owner of the account must validate the account and reset their password. If an account owner does not validate their account after being locked, they will be unable to log in. As of this week, the accounts that have been locked will be removed from follower counts.Twitter says most users will only notice a slight change in follower numbers, with most seeing as little as four or fewer followers removed from their follow list. Users and brands with larger follower counts may see a more significant drop.“We understand this may b…

SMX Advanced 2018 Session Recap: Maximizing the Impact of Online Video Ads

Because I am a huge fan of video advertising, I have a hard time understanding why video marketing is so underutilized by many companies.I attended the Maximizing the Impact of Online Video Ads session at SMX Advanced and came away with a lot of information that will change that. Hopefully, after reading this, you’ll be inspired to start using video to promote your brand.Bryant Garvin, PurpleBryant attributes his company’s rapid success to its successful video campaigns. Purple (his company) has over 1 billion video views. How do they do it? With emotion and education. Video is an emotional format, and consumers buy on emotion.According to a study at Stanford (source in the slides below), stories are remembered 22 times more than facts alone, and purchases are always emotional decisions. Humans are hard-wired to pay attention to stories, so stories are the catalyst to connect with potential customers emotionally.As consumers, we decide to transact before we emotionally decide on it. Y…

Facebook to begin testing new ‘Highlights’ feature that lets users save Stories

Alexey Boldin / Facebook has confirmed it will begin testing a new “Highlights” feature that allows users to save Stories to their profiles beyond the current 24-hour time period a Story remains available.“People have told us they want a way to highlight and save the Stories that matter most to them. We’ll soon start testing highlights on Facebook — a way to choose Stories to stay on your profile, making it easier to express who you are through memories,” says a Facebook spokesperson.Saved Highlights will display as a horizontal bar on a user’s profile and will show view counts. Users can customize Highlights with a name and cover photo.Facebook first copied Snapchat’s Stories, not even taking the effort to rename the feature, when the company made it part of Instagram’s platform two years ago. After adding it to Instagram, Facebook released its own version of Stories in March of last year, and by October extended it to Pages.By giving Stories over to Pages, Facebook o…

Marketing Day: Instagram expands ads, Amazon Prime Day, Google Marketing Live & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing’s ‘addressable geo-fencing’ enables individual household targeting but at scale
Jul 11, 2018 by Greg Sterling
A kind of ‘Facebook Custom Audiences for the real world,’ the approach uses plat lines and GPS data for greater precision.Link to my awesome content, please!
Jul 11, 2018 by Jeremy Knauff
Your content may be terrific, but if you lack a smart outreach plan, you’re going to fall short, says contributor Jeremy Knauff. Here are several tactics and email templates you can use to execute a thoughtful link-building outreach campaign.The small business owners guide to conquering SEO: The glossary
Jul 11, 2018 by Doc Sheldon
Own a small business and struggle with SEO? Contributor Doc Sheldon has created a glossary of essential SEO terms to help small business owners improve their understanding and knowledge of SEO.Amazon Prime Day 2018…