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Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings https://ift.tt/2MIpNOi Facebook moves to rate users on trustworthiness: report Machine learning reveals crazy advertising ideas that actually work Facebook tests ‘things in common’ label to try to connect non-friends YouTube ads are about to get a little less skippable Google Updates Structured Data Requirements Survey shows digital-native Gen Z prefers in-person interaction with brands Podcasting continues its meteoric rise, creating more opportunities for marketers People Spent 85 Billion Hours In WhatsApp In The Past 3 Months (Versus 31 Billion In Facebook) Facebook adds pixel to Groups so marketers can track engaged audiences ON THE LIGHTER SIDE: A lighthearted look at how to rebrand by Marketoonist Tom Fishburne — Marketoonist Gamer Checks Facebook During Cutscene That Took 3,000 Man-Hours to Animate — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:
What are some of your top content marketing news items for this week? Thanks for reading, and we hope you’ll join us next week for the most relevant new digital marketing industry news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel. Gain a competitive advantage by subscribing to the © Online Marketing Blog - TopRank®, 2018. | Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings | https://ift.tt/2wiHYzh The post Digital Marketing News: Facebook’s User Ratings & Groups Pixel, Google’s Ad Strength Tool, & Surprising Gen Z Survey Findings appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® https://ift.tt/2wiHYzh August 31, 2018 at 05:35AM
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'Quartz' Launches Cryptocurrency Newsletter Under New Ownership https://ift.tt/2ovwNQp After officially falling under the ownership of Japansese-run Uzabase earlier this month, Quartz has introduced its first paid subscription product, a newsletter called “Quartz Private Key” earlier this week. Quartz Private Key — which aims to deliver clear, digestible information about cryptocurrency and blockchain intelligence to readers — costs $15 a month and will land in subscribers' inboxes twice a week. The first edition will mail on September 5. Quartz reports a strong initial response with hundreds of early subscribers signed on. advertisement advertisement Since launching in 2012, Quartz and its team of reporters has followed the evolution of cryptocurrency, regularly reporting on bitcoin and other facets of the industry with stories like “A Guide to Paying Taxes on Bitcoin Investments” and deep dives into some of the most protected crypto mines in the world. Quartz identifies the newsletter’s intention as being “clear enough for beginners, with the depth to satisfy experts” on its website. The outlet pledges to bring the same level of expertise to its newsletter. Staffed by Quartz editorial, the newsletter will include stories and analysis from international contributors including Jason Karaian, Quartz’s global finance and economic editor based in London, Mumbai-based finance reporter Nupur Anand and Helen Edwards, coeditor of Quartz AI based in San Francisco. The launch of Quartz Private Key follows a summer of growth for the outlet. Previously owned by Atlantic Media, Quartz announced its acquisition by Uzabase in July. The deal closed in August, as the outlet simultaneously introduced a redesigned website that unified all its editions — Quartz, Quartz India, Quartz Africa, Quartz at Work, and Quartzy — under one bolder and faster format. Prior to this, Quartz launched a weekly news show "Quartz News" on Facebook Watch that focused on the global economy and includes an interactive bot element. Episodes air every Thursday. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2018 at 03:46PM 'Atlantic' Taps Hardiman As Chief Business And Product Officer https://ift.tt/2LFru9W
The Atlantic
has snagged Alex Hardiman, current head of news products at Facebook, as its first Chief Business and Product Officer. She takes on the role in late October. The teams that will report to Hardiman — product, engineering, data, audience development and consumer marketing — have doubled in number this past year. The Atlantic has undergone an ambitious expansion plan. Hardiman will guide audience experience and product strategy across The Atlantic’s platforms. She will also lead the product, engineering, data and growth teams and shape the publication's initiatives on digital consumer revenue. Hardiman will focus on the user experience on desktop and mobile, newsletters, podcasts, video, apps, virtual reality and smart speakers. These functions were previously overseen by Kim Lau, senior vice president of digital. Over the last six years, Lau built The Atlantic’s digital capabilities across desktop, mobile, tablet, video and audio. This summer, Lau moved to a new role as executive vice president of strategy and operations. advertisement advertisement Last fall, The Atlantic launched a premium membership, The Masthead, and is currently working on a strategy for paid readership of digital content, according to the company. At Facebook, Hardiman led the Pages product team before she was tapped last year to lead the product and engineering teams for news, overseeing the expansion of Facebook’s subscriptions product for news organizations. She has also worked with news organizations as part of The Facebook Journalism Project. Previously, Hardiman spent 10 years at The New York Times, most recently as the newspaper’s vice president of news products. The Atlantic plans to grow its coverage of Hollywood and culture and wants to double its politics and national affairs teams. It recently established a bureau in San Francisco to cover tech. Earlier this year, The Atlantic debuted a new Family section. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2018 at 01:21PM The Importance of Hispanic Audiences To The Entertainment Biz https://ift.tt/2wBfLUi When the Pixar animated film “Coco” was released last year, it garnered immediate praise for the way it was able to incorporate elements of Mexican culture — music, art, language — into a beautifully animated, emotionally resonant film. As Benjamin Bratt, one of the stars of the film, said after the movie’s release, “The thing I am most proud of is that Latinos instantly developed a proprietary relationship with the film. They have claimed it as their own, visiting it in theaters on multiple occasions, like they would a close family member.” As the hype over films like “Crazy Rich Asians” and “Black Panther” has shown, audiences crave movies that contain nuanced, complex representations of diversity, especially those that take the time to be authentic and relatable. With regard to “Coco,” writer Carlos Aguilar says that his family in Mexico “was shocked and moved by how truthfully the film captured traditions and Mexican idiosyncrasies,” and how much it “felt like an authentically Mexican work of art” despite being made by an American studio. advertisement advertisement On top of all of that, the movie was a huge commercial success, grossing over $800 million in theaters worldwide and becoming the highest-grossing film of all time in Mexico, according to report in Hollywood Reporter. Despite the fact that it was always intended to reach a wider audience, the film’s success shows the importance of taking a culture-first approach to creative — and it also shows the power that Hispanic audiences have. According to the Motion Picture Association of America, Latinos have the highest movie-going rate of any demographic, watching an average of 4.5 films in theaters in 2017. On top of that, Hispanics account for 24% of those termed “frequent moviegoers” — people who see films at least once a month. While comprising only 18%t of the general US population, Hispanics bought 23% of all movie tickets sold in 2017 — yet another indication of how popular the medium is among the demographic. PWC characterizes U.S. Hispanics as “a growing market of media-hungry social influencers with spending power that continues to multiply.” In addition to being highly engaged on digital platforms, they also use their mobile phones more than any other demographic. PWC also reports that Hispanics “stream and download content more than consumers overall,” on multiple devices. Forty-three percent of U.S. Hispanics report using their phones to purchase movie or show tickets at least once a week, which is 12% higher than the proportion of non-Hispanics who do so. All of this is to say that U.S. Hispanics are highly engaged, highly active consumers of entertainment content, whether it’s on the silver screen or the tablet in front of them. According to Nielsen, Hispanics over-index on the consumption of digital video, and 67% have at least one subscription to a video-streaming service. The average Hispanic consumer also spends over 26 hours a month streaming video online or on their smartphone, which is seven hours higher than the national average. Not only does this mean that those who create such content — films, television shows, YouTube videos, etc. — should be more aware of their Hispanic viewers, it’s also a good entry point for brands looking to raise awareness among the audience. While some streaming services currently do not allow advertising on their platforms, others, such as Hulu, do. Alternatively, brands could team up with Hispanic YouTube influencers to drive greater awareness. At the end of the day, as the success of “Coco” shows, when it comes to creating content that will engage Hispanic audiences and hold their attention, authenticity is key. Being able to include details that show a level of familiarity with Hispanic audiences will help to further solidify the perception of a brand as being authentic. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2018 at 01:21PM Google Updates Permission Rights In Search Console https://ift.tt/2opgjsE Google’s changes in Search Console -- a collection of tools to help website owners, webmasters, marketers and SEO professionals monitor website performance in the Google search index -- alter the way user permission, management and rights work, making users more accountable. “We decided to redesign the product around cooperative team usage and transparency of action history,” wrote John Mueller, senior webmaster trends analyst at Google Switzerland in a blog post on Wednesday. “The new Search Console will gradually provide better history tracking to show who performed which significant property-affecting modifications, such as changing a setting, validating an issue or submitting a new sitemap.” The plan also includes allowing users -- from the lowest level of permission to the highest -- to see critical site messages. New features include the ability to share a read-only view of many reports like Index coverage, AMP, and Mobile Usability. Users can share the issues identified in the report by clicking the “Share” button on the page. This link grants access to the current page, plus any validation history pages for this issue, to anyone with the link. It does not grant access to other pages or enable the shared user to perform any actions on the property or the account being shared. Google also identifies what to look for such as spikes in indexing errors. Google also added better tracking for historic searches to show the specific person who performed a modification such as changes to a setting or submitting a sitemap. The company also plans to limit the "restricted" user role to a read-only status. These users can see all information, but can no longer perform any changes, including starting a fix validation or sharing an issue. Mueller also provided some best practices for managing user permissions, such as granting users only the permission level that they need to do their work. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2018 at 11:46AM Amazon's Sports Streaming Debut Is Better Than Angry Reviewers Claim https://ift.tt/2NxUgei Oh dear -- all does not appear to be going well in Amazon's drive to enter the sports rights market and attract fans to its GBP6-per-month Prime service. Serious question marks were raised at the start of the week as to whether the service would be able to avoid the pitfalls of previous attempts by other streamers. Amazon is the only game in town for UK viewers who want to tune in to the US Open, but take a look at its main page and you'll see a lot of disgruntled customers. The Guardian yesterday reported that comments had been stopped because they were so negative, but I have to report that when I checked out the page, the comments button was live. So what is the problem? Well, many news viewers will have noticed something very odd about coverage of the tournament in news bulletins. The early exit of any Brit not named Andy Murray was reported on as normal, but the quality of the video showing the action was pretty shocking. The first time I saw a BBC report I thought they were relying on someone's mobile phone to send in a report of the action. But the camera angles looked too good -- they looked like the real thing. Surely the quality couldn't be that bad? We're a nation thoroughly spoiled in sports coverage by Sky, and more recently by BT Sports. High definition is now standard and Ultra HD is beginning to emerge. That's what makes it all the more unusual to watch a stream on Amazon. I found the quality to be a little better than the grainy pictures I had seen on the news when I tuned in to Amazon, but there was a noticeable drop in quality compared to when I stream Premier League football on to my laptop. The main point is that Amazon probably hasn't done its homework. Tennis fans want to see the action at a time that suits them. Complainants suggest the highlights package is too cursory and there is no way for users to record the action. One can only imagine there must be some reason why Amazon isn't offering full replays of games that happened in a different time zone. It's hard to think what it might be. Take a look at Amazon Prime and it's full of thumbnails for shows. Why can't the tennis coverage feature thumbnails for games that happened earlier in the day in their entirety? The other obvious tech advance Amazon could consider would be to bring over the technology from its movie service that allows users to press a button and find out who is in the starring roles. Why not offer the same feature so users can find out who's playing? What is the head-to-head record for the pair -- is one a big server, does the other have an awesome backhand? Those details would be incredibly simple to provide. There is a choice of live courts, but users have to come out of the feed they are on to go back in on another game, opening up the media player again. This could be a lot slicker. However, as for the one-star reviews. I've got to say Amazon doesn't deserve this. The streaming quality is just a tad under an established sports broadcaster, when watched live rather than converted onto newscaster screens, and the camera work and commentary are just as good as before. There are a couple of obvious tricks here they are missing. Entire games available on demand, once they have been played, would be an obvious step and a "who's playing" button would be a useful addition, particularly in the early rounds where some unknowns are taking on the big stars. Apart from that, however, don't believe the hype. It's really not that bad a service. A couple of improvements aside, it's not far off what you'd expect from Sky, albeit it without the link to a recording device to commit the entire day's play to silicon for review later. Could do better, yes. But the one-star reviews are harsh for Amazon's first incursion into streaming a major sporting event in the UK. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2018 at 07:56AM 'Face' Story Pairs 'NatGeo' Journalism With Digital Savvy https://ift.tt/2LG7wvG National Geographic’s September cover, “The Story of a Face,” follows Katie Stubblefield, a suicide survivor and the youngest person to ever receive a face transplant. The print issue just hit newsstands this week, but the story was breaking records in the digital sphere long before that. As of last Friday, total digital traffic was up to 2.9 million global unique viewers and 10.5 million global page views across all content related to the story. The story has become NatGeo’s No. 1 so far this year; it's also the most read story ever on Apple News. A documentary about Katie premiered on National Geographic Channel this past Saturday. advertisement advertisement National Geographic’s editor in chief Susan Goldberg spoke with Publishing Insider about creating a singular story that resonates with audiences cross-medium. How has National Geographic leveraged its legacy of reporting to become a leader in the digital publishing age? For the past few years, our goal has been to turn National Geographic’s iconic yellow border into a portal that brings the world to our consumers — regardless of platform. In order to be relevant within a shifting media landscape, we must create exceptional content that reaches our readers wherever they are — Snapchat or Instagram or in the printed magazine. “The Story of a Face” was our most ambitious cross-platform effort to date, and it began from the moment we started reporting the amazing journey of Katie Stubblefield. From inception, our internal teams were thinking about how to successfully create platform-specific content, catered to the preferences of the audiences and the storytelling strengths of each medium. For “The Story of a Face,” specifically, we created: a 9,000-word magazine feature; a photo-first interactive and mobile version of that story, currently the third most-read story this year on our website; our longest-ever Instagram story (25 chapters), which has become the most successful @NatGeo Instagram story in our history on the platform; a Snapchat story focused specifically on teen suicide prevention; and both short- and long-form video content to be shared on our website, social platforms and linear channel. What is behind this incredible response? The story itself. Katie’s experience is a moving, inspiring, gripping and at times harrowing journey that gets to the heart of what it means to be human. While reporting this story, we decided not to shy away, in photos or words, from looking at how difficult this process was and is for Katie; that decision highlights her bravery and resolve. How do stories like these allow National Geographic to pull together its many teams? In print and story online, there is the incredible reporting from Joanna Connors and photos by Lynn Johnson and Maggie Steber. But that’s not where it stops. To spread this powerful reporting across platforms, we tapped into expertise across teams to build still and animated graphics, create videos, and customize content for social channels. Where do you see the future of deep feature reporting heading? It was clear from the start that to tell Katie’s story right, we would need to commit people to it for several years. We were willing to do that because this story deserved that kind of time and care. Having our journalists embed themselves with the Stubblefields and the grandmother of the donor over the past two years resulted in a story that went beyond the “shock factor” of the subject of a face transplant and captured a richer story of our humanity. Of course, we can’t spend two years on every story. But in an age of Twitter-journalism and impossibly fast news, it’s more important than ever that we recognize that some stories need time to tell, if we want to do it right. That's whether stories are about groundbreaking science, as in this case, or climate change, wild places, species preservation or the human journey. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2018 at 07:01AM
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How Beverage Brands Are Extending Their Reach With AR Complementary Pairings https://ift.tt/2LEkB90 From AR-activated wine bottle labels that provide video content to complementary tasting guides that enhance customers' enjoyment of their drink, beverage brands are finding creative ways to connect with their consumers in the post-purchase phase As today’s brands and businesses increasingly focus on the entire customer experience rather than just the product or service itself, they are finding innovative ways to enhance the pre-purchase and post-purchase phases of their clients’ experience. Accordingly, companies are creating augmented reality-based experiences that provide customers with post-purchase suggestions, such as recipes and food pairings, to enhance how they engage with and use the product. In particular, beverage brands are utilizing augmented experiences to seamlessly recommend ideal pairings and recipes for their products. Here’s how two companies are extending their post-purchase reach: SippCLUB Bombay Sapphire x Shazam Offering complementary beverage pairings and extras via augmented reality technology is just one tactic brands are employing to increase consumer engagement with their products and services. For more inspiration, see PSFK’s report Applying AR & VR In CPG Retail. Lead image: SippCLUB via Facebook As today’s brands and businesses increasingly focus on the entire customer experience rather than just the product or service itself, they are finding innovative ways to enhance the pre-purchase and post-purchase phases of their clients’ experience. Accordingly, companies are creating augmented reality-based experiences that provide customers with post-purchase suggestions, such as recipes and food pairings, to enhance how they engage with and use the product. Mobile Marketing via PSFK http://www.psfk.com/ August 30, 2018 at 06:37AM
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New Research: 2018 Content Planning Report from DivvyHQ & TopRank Marketing https://ift.tt/2onTkhI Whenever failure strikes in content marketing and the post mortem is reviewed, there is almost always the same missing component: adequate planning. The expression “a failure to plan is a plan to fail” is as true for content marketing as it is for navigating any aspect of business life. Why do so many marketers fail at content planning? Do they not have the skills or information? Maybe they don’t have the right tools or a fleshed out, documented strategy. I’m pretty sure just about every marketer from early stage to advanced could do with some content planning optimization. Lucky for you, we’ve partnered with our client, content planning software platform, DivvyHQ to find out where content planning stands today. We've also collaborated with top content marketing leaders including Michael Brenner, Carla Johnson, Robert Rose and Tamsen Webster for their strategic guidance. Besides the fact that my team at TopRank Marketing helped conduct the research, analyze the data and compile it into a handsome-looking report, what I like most is that the information is broken down into actionable advice that ranges from top challenges to operations to the data that drives strategic content marketing success. Here are a few highlights: Top Content Planning ChallengesAs Carla Johnson shared with us: “Great planning has more than one perspective. And that means you have to include people outside your normal circle. Instead of planning content for sales teams and then turning it over, have someone from sales in the meeting to share their perspective from the get-go.” [bctt tweet="Include people outside your normal circle. Instead of planning content for sales teams and then turning it over, have someone from sales in the meeting to share their perspective from the get-go. - @CarlaJohnson" username="toprank"]Top Content Planning Successes[bctt tweet="We simply have to stop measuring content and start measuring its impact on the audience. - @Robert_Rose" username="toprank"] There's a lot to be said for the maturity of outputs versus outcomes when it comes to measuring success, as Robert indicates. While 78% of the survey respondents measure content planning effectiveness though consumption and 73% do so with content engagement, 27% of marketers have taken those insights to heart and changed their content planning significantly as a result.Top Content Marketing TacticsFor the respondents of this report, blog content takes the top spot (83%) followed closely by social media content (81%) and emails (80%). These are the bread and butter content types for most content marketers. There's also appetite for visual content with video (74%) and infographics (63%) scoring well in their own right.Content Planning Maturity OpportunitiesMany marketing maturity models use levels of sophistication as a way to measure where the user base falls to determine the levels of maturity. In this report, 80% of survey respondents stated they use a content calendar in some way, which represents an early stage. 42% use calendars to track publish dates which is slightly ahead and 22% manage all milestones related to campaigns, production and publish dates which would represent more advanced use. With marketers in this survey not showing signs of advancing maturity over 2017, there are many content planning maturity opportunities in the form of awareness, education, adoption and process/skills optimization. This is a challenge that TopRank Marketing consulting and DivvyHQ software eagerly accept! Take action towards advancing your own level of content planning and marketing maturity by downloading the 2o18 Content Planning Report here.The post New Research: 2018 Content Planning Report from DivvyHQ & TopRank Marketing appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® https://ift.tt/2wiHYzh August 30, 2018 at 05:17AM A More-Vulnerable instagram Rolls Out Security Features https://ift.tt/2wqssSD While other social apps have been overrun by bots, fake news, and nasty trolls, Instagram has remained largely immune to such abuses. For years, that was due to its relatively small user base, along with its focus on pretty pictures -- with text added only as an afterthought. Yet that’s starting to change. Having recently surpassed 1 billion monthly active users, Instagram has emerged as a major mainstream platform. The Facebook unit has also shifted to a video-first strategy, which -- as YouTube executives well know -- attracts misuse in spades. Additionally, Instagram has become a more attractive target simply by virtue of other apps stepping up their security game. Exposing its vulnerabilities, Instagram was recently the target of what appeared to be a coordinated hacking operation. Among other unwelcome effects, users were locked out of their accounts or saw their profile pictures replaced with animated characters, while some even lost their accounts entirely. advertisement advertisement Evidence suggested that Russian hackers might have been involved. For example, some of the victims saw the emails connected to their Instagram accounts changed to Russia’s .ru domain. In response, Instagram is rolling out a number of new features to better protect users and marketers on its network. To curb cons and impersonators, the network will now let notable users verify their accounts. To discourage threats of violence and similar offenses, Instagram says it will only verify accounts that comply with its Terms of Service and Community Guidelines. Putting a check on bots and fake accounts, it’s adding a feature to evaluate the authenticity of accounts with large followings, and an improved form of two-factor authentication for more secure log-ins. Mike Krieger, co-founder and chief technology officer at Instagram, made the company’s intentions clear this week. “Our mission is to bring you closer to the people and things you love,” he explained in a blog post. “That closeness can only happen if Instagram is a safe place.” For Facebook, keeping Instagram is more important than ever. Per a recent appraisal by Bloomberg, the network is now worth more than $100 billion. Whether these latest changes are effective in securing Instagram remains to be seen. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 29, 2018 at 09:58PM |
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