Super Bowl Social Media Playbook http://bit.ly/2COcunU Super Bowl LVIII kicks off Feb. 3, a dream day for millions of passionate fans — and for marketers eager to reach them. In an era of ad blocking, it’s one day consumers actually seek out brand messages, and there are no timeouts in social marketing on Super Bowl Sunday. First, some crucial stats from last year: -- Streaming audiences reached record highs according to NBC, with viewership peaking at 3.1 million concurrent streams. What does this all mean? While the big action is being viewed on TV, the big activity is happening on mobile. Every single marketer who uses social media the right way can make powerful plays. advertisement advertisement Here are a few tips to help marketers reach their goal: Play to your strengths. Don’t try to be everywhere for the sake of having a presence. Think strategically and choose platforms wisely. For CPG, retail or alcohol brands, that means Pinterest before the game, with party planners running point. During the game, things change: Facebook, Twitter, Instagram and Snapchat (in that order) are the channels consumers prefer most, according to an Influencer Central study. Last year, Facebook IQ reported 270 million user interactions during Super Bowl LVII—90% of them on mobile devices. According to SocialCode data, total ad spend allocated to Twitter during the day of Super Bowl increased by 126%, confirming its place as a preferred platform of advertisers for the Super Bowl. Limit fumbles and incompletions. If marketers focus too much on self-promotion, they’ll drop the ball. Being relevant means keeping your audience engaged. Have a game plan to make your brand truly part of their experience. But keep in mind, a lot can happen in four quarters. Be ready to call an audible and create new interactions as events unfold. Don’t let those unexpected opportunities get by you. Get points on the board early. For a winning performance, marketers need to prepare carefully and harness the factors they can control. Start by locking in ads in advance. That allows for campaigns to be set at a fixed cost, which will help reach the right audience with predictable frequency by using Facebook’s Reach and Frequency Buying Tools in Instant Experience, In Stream and more. Next, bid on geographic terms. Last year, users in states with teams that made it to the playoffs had 1.35x more engagement (likes, comments, and shares) compared to the rest of the U.S., according to SocialCode’s data. Finally, marketers can give their game plan more power by bidding on popular keywords and hashtags. Keywords like Guacworld and TeamTabasco were widely used in Super Bowl LVII, as were general Twitter hashtags like #SBLII, #SuperBowl and #SB52. If marketers want to be competitive, they must be ready to spend competitively. Go for the extra point. The little details can make a big difference. For instance, research shows that users shoot smartphone videos vertically 94% of the time. With Pinterest, Snapchat, Instagram and Facebook creating new ad formats to match, using high-quality vertical video for placements is an easy call. The same goes for still shots. Snapchat’s branded filters and lenses give you more ways to tap into vertical formats to improve your results. Offense, defense and special teams. Super Bowl conversation picks up on Saturday, peaks on Sunday and tapers quickly on Monday. That means marketing plans need to be versatile enough to cover all the possibilities. Brands should overestimate the amount of content they’ll need to create in advance. But remember, the game is broadcast live, so anything can happen. Be ready to adapt and create new content as the game unfolds. Post-game action. When the clock runs out, keep your momentum going. Reward great user-generated content with likes, comments and reposts. Retarget people who saw your message and ads live during the actual event. Use retweets and responses to tap into the content from other brands. In social media the ball keeps moving, so marketers need to keep themselves up-to-date on innovations so they’ll be ready to make the most of the next big event. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 28, 2019 at 01:25PM
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Publishers Clearing House Faulted For Privacy Violations http://bit.ly/2DEusdY Publishers Clearing House appears to have violated the ad industry's self-regulatory privacy standards for websites as well as mobile apps, according to a new opinion issued by a watchdog administered by the Better Business Bureau. The direct marketing company's mobile app for Android enabled outside ad networks to collect location data that was accurate within 15 meters, according to the Online Interest-Based Advertising Accountability Program. The app didn't inform consumers about the location-data collection or allow them to opt out, according to the watchdog. Publishers Clearing House said it didn't itself collect the data or explicitly authorize other companies to do so, according to the self-regulatory group. But the direct marketing company “confirmed that third-party ad networks were collecting location data for advertising purposes without the company’s authorization,” the accountability program wrote in an opinion issued Monday. After hearing from the watchdog, Publishers Clearing House updated its app to disable the collection of location data and also instituted new employee training measures. Publishers Clearing House also collected data from consumers who visited its site, but allegedly failed to provide “enhanced” notice explaining behavioral targeting, according to the self-regulatory group. Providing "enhanced" notice requires adding a separate link that takes visitors directly to an opt-out site. That separate link is supposed to appear on every page where data about visitors is collected. The BBB's accountability program warned publishers five years ago to provide “clear, meaningful and prominent” links on all pages where third parties -- like ad networks and exchanges -- collect data about visitors in order to serve them with targeted ads. Publishers Clearing House had a privacy policy on its site, and had a page operated by TrustArc where consumers theoretically could opt out of ad targeting by outside companies. But the opt-out page only listed eight companies, and the direct opt-out mechanism only worked for “just over half” of those companies, according to the watchdog. “For the remaining listed companies, the TrustArc page indicated that they had not yet been integrated to the TrustArc interface and provided links to their respective privacy policies,” the opinion states. The watchdog also noted that more companies were collecting data than were listed on TrustArc's opt-out page. The result was that consumers who wanted to opt out of behavioral targeting “would only be able to opt out from a small fraction of the third parties, even if they clicked on every privacy policy linked through the TrustArc disclosure.” Publishers Clearing House responded to the watchdog's inquires by revising disclosures and investing in new technology and employee training to keep the desktop out-out mechanism current, according to Monday's opinion. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 28, 2019 at 12:41PM Cheddar To Launch 'Cheddar Nights' Evening Block In February http://bit.ly/2MGKVBC The streaming news network Cheddar is launching an evening block of entertainment-focused programming Feb. 4, featuring a slate of acquired shows. The company will launch the block with three shows, and Cheddar founder-CEO Jon Steinberg says the company is actively looking for more to bring to the programming block. Steinberg adds he hopes to create an original Cheddar game show to launch in the next year. “Cheddar Nights,” as the programming block is called, will be anchored by episodes of “Nathan For You,” the business-comedy show that ran for four seasons on Comedy Central. Cheddar has acquired the off-network rights from all four seasons. Cheddar will also air the mobile game show Out of Tune, live as it airs. Out of Tune is similar to HQ Trivia, a mobile app on smartphones that lets viewers play along to win cash and prizes. DJs play songs out of tune, and players try to guess what song is being played. Because it is live, players will be able to play along on their phones as they watch on TV. Finally Cheddar acquired episodes of Entrepreneur Magazine’s “Elevator Pitch,” which sees business owners pitch their ideas to real investors, with only 60 seconds to do so. Out of Tune will air on Cheddar at 8 p.m., with “Nathan For You” running at 8:30, and “Elevator Pitch” to follow. Cheddar Nights will run on the Cheddar Business channel, which is available on Sling TV, YouTube TV, Hulu With Live TV, DirecTV Now, Fubo TV, Playstation Vue, Philo, Comcast’s X1 platform, and elsewhere. Cheddar will be monetizing Cheddar Nights via dynamic ad insertion, which it currently uses on Roku Channel, Sling TV, Samsung smart TVs and Pluto. The shows will have traditional commercial pods. "If you are watching Cheddar on a platform with [dynamic ad insertion], you see ads in the breaks,” Steinberg says. “If DAI is not on on the platform, you are viewing you see our gadget videos and a slate saying we will be right back.” Cheddar’s gadget videos are short-form videos that run on platforms such as Facebook. Cheddar Nights is a significant programming expansion for Cheddar, which until now has programmed its business and news channels with anchor-led programming, taped pieces and interviews. It also makes Cheddar more of a direct competitor to linear entertainment channels that are also available in these streaming bundles. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 28, 2019 at 11:31AM ContentSquare Raises $60M As Google Ties Search Directly To Content http://bit.ly/2UoSO16 ContentSquare on Monday announced it has raised $60 million in Series C funding led by global investment firm Eurazeo. The funding brings total investments in the company to $120 million since 2016. All previous investors in the company also participated in the round. With the new capital, ContentSquare plans to increase research and development focused on artificial intelligence (AI) and predictive analytics. “The AI is learning and already able to capture a signal within the content if it’s relevant,” said Jean-Marc Bellaiche, SVP strategy of marketing and partnerships at ContentSquare. “The AI is converted into insights.” The funding also will help to expand business across the Americas, Europe, specifically Asia, the Middle East and Nordic regions. Bellaiche said ContentSquare has been in the U.S. for about two years and has become very successful. There is also also a need to hire more people to support growth. About 50 employees support brands in the United States today. advertisement advertisement Its clients include companies such as Walmart, Samsung, Sephora, Tiffany, LVMH, Accorhotels, Avis, BNP Paribas, GoPro, Ikea, and Nissan. “The U.S. is a sophisticated market when it comes to ecommerce and analytics, but it’s also crowded,” Bellaiche said. “The funding will be important to gain more visibility.” Visibility, indeed. Although not apparently related, the funding supports Google’s tests to drive searches from its engine direct to answers of queries on publisher sites. When the Featured Snippet links to an article on a publisher site using Accelerated Mobile Pages (AMP), Google will scroll the user down to the answer in the orange highlighted section. “We see many companies investing heavily in acquisition as they try to bring more people to their website, but not spending enough on content to retain visitors that come to the website,” he said. “And when they add content, they do it blindly. They don’t know what content keeps visitors on the site and coming back.” Analyzing the behavior of site visitors remains critical for marketers in order to understand which type of content attracts and retains visitors. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 28, 2019 at 10:06AM Salesforce Integrates Data From All Sources To Follow Customer Journey http://bit.ly/2G4WJvY Marketers still struggle to determine what motivates consumers to make a purchase or take another action. Bringing together a variety of data sources allows marketers to follow consumers through the buying process. Salesforce purchased the artificial intelligence analytics company Datorama for a reported $800 million in July 2018. Since then the company has been working to integrate and build out new services. The company is working to build Datorama into all its services. The integration now supports the ability to capture, interpret and classify marketing data, along with sales, weather or economic information from hundreds of marketing technology platforms -- and there are hundreds, if not thousands. The open platform brings in data from all sources. Scott Brinker at Chiefmartec.com estimates there are about 6,829 marketing technology options. The ability to connect data from any one or more of these systems help marketers to understand the impact data can have on their brands and business. advertisement advertisement Marketers can now view and integrate organic social media conversations -- as well as mobile and email data -- into the platform, to determine how the sentiment influences campaigns and sales. On average, companies use 15 sources of data to power marketing, according to Jon Suarez-Davis, SVP product marketing at Salesforce Marketing Cloud, but it’s not uncommon for a company to have data coming in from thousands of data sources, from email to social to search and ecommerce and CRM systems -- not to mention data coming from agency partners. A CMO at one of the world’s largest consumer products goods companies said the business uses about 75 data sources and more than a dozen analytic and measurement systems, Suarez-Davis said. Foundational challenges remain. Jay Wilder, head of product marketing at Dataroma, points to the importance of finding a way to identify customer likes and dislikes. It makes it easier by integrating data from CRM systems, in-store point-of-sale platforms, and online orders — to name a few. So for Dataroma the focus remains on bridging the gap between IT and marketing, simplifying the connection of data within a company, and taking action on insights in the moment, Wilder said. The integration allows marketers to see side-by-side how campaigns on Google, Twitter and Facebook perform, as well as determining how specific campaigns perform. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 28, 2019 at 07:52AM
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Interview: How MIRROR Reflects The Future Of Personalized Fitness http://bit.ly/2FVWJPy PSFK talks to MIRROR founder & CEO, Brynn Putnam, about catering to consumers' need for on-demand, personalized fitness, and how the future of workouts will take place in the home Working out at home used to consist of watching DVDs, or now, streaming Youtube videos. With the creation of MIRROR, those who love to exercise in the comfort of their own home can still get the experience of being in a class or working with a personal trainer. After purchasing and setting up this full-length mirror with a full HD display, there is immediate access to an interactive exercise experience that streams a variety of live fitness classes, including anything from yoga to high intensity workouts where participants can even get realtime tips on form. MIRROR now has a physical retail store in New York City. PSFK interviewed MIRROR founder and CEO, Brynn Putnam, who has devoted most of her life to health and wellness, to learn more about what MIRROR has to offer customers as well as what the future of fitness experiences will hold. PSFK: Can you explain how Mirror is different from other exercise options available from home? Brynn Putnam: MIRROR is creating a new category of in-home fitness with cutting-edge hardware, responsive software and best-in-class content to provide a uniquely immersive and personalized workout experience. It’s the only nearly invisible, interactive home gym that streams live and on-demand fitness classes in a variety of genres, led by top instructors in NYC. Content is curated based on an individual’s goals and preferences and then further personalized in real-time through a combination of feedback and biometric data. MIRROR provides the sweat of a treadmill without giving up a whole room in your house, the personalization of a trainer without the steep cost and the variety of a full workout DVD collection with new live workouts added 7+ times per day. We’re vying to be the next screen in your life, not the next treadmill in your home. You have your phone for communication, your computer for information, your TV for entertainment and now the MIRROR for experiences. In the future, MIRROR has incredible potential to provide customized experiences in other areas including beauty, fashion and health. Can you describe how MIRROR enables a personalized workout experience? The Mirror provides realtime feedback in a few different ways: First, your Profile allows you to set your fitness goals and class preferences, and list any injuries that may require exercise modifications. We then use this information to recommend new classes to you each week and to personalize your workouts. During class, the Mirror will then use this info to provide text-based form tips and encouragement, as well as videos showing alternate exercises if you have a limitation, so you can enjoy the class while performing the exercise best suited for your body. Second, your Mirror can be used with a Bluetooth heart rate monitor (included in your Starter Pack) or an Apple Watch. Your Mirror will then display if your heart rate is above, below or in your personalized target heart zones, and the calorie bar will update in real time with calories burned. Third, during a live class, the instructor can see your Profile and data from your heart rate monitor, so you may get a personalized shout-out! Soon, MIRROR will launch 1:1 personal training. This means that the camera and microphone will turn on so your instructor can see your form and speak to you. How is the MIRROR showroom in NYC designed? Mirror is the future of fitness in the most personal of places—your home. For our first store, we tried to balance our cutting edge technology with elements that elicit the warmth and comfort of your home. We did this by incorporating lots of rich, natural materials, like wood and marble, for a store that feels sleek, yet welcoming. What’s next for MIRROR? In 2019 we have major plans for partnerships, expanded content offerings and more. We’ve launched with thousands of classes led by the country’s top trainers. Personal training is coming this year, delivered on your schedule starting at $40/session. In the near future, we’re excited to help you sweep the dust off your old bike or treadmill with classes that take advantage of all the equipment you have in your home gym. For more ideas from similar inspiring brands, see PSFK’s reports and newsletters. Working out at home used to consist of watching DVDs, or now, streaming Youtube videos. With the creation of MIRROR, those who love to exercise in the comfort of their own home can still get the experience of being in a class or working with a personal trainer. Mobile Marketing via PSFK http://www.psfk.com/ January 28, 2019 at 06:31AM
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Why New York Beauty Retailers Are Enabling Connected Store Experiences http://bit.ly/2RQfZVb Despite developments in technology and changes in consumer purchasing behavior in an age of online shopping, what endures within beauty retail in particular is the consumer need to trial skincare and makeup products. Ensuring that colors will match, textures will be right and products will actually work is crucial within this space, and can pose challenge in a world dominated by ecommerce, where beauty retailers are required to have an online presence but can fall short of meeting consumers’ needs, especially in phases like product discovery. While some retailers are experimenting with virtual and remote testing capabilities through technology like augmented reality to combat these pain points along the path to purchase, what PSFK has noticed is beauty retailers investing in their physical store experiences, creating experimental playgrounds where consumers can try out products in social, share-able and memorable ways. As detailed in PSFK’s New York Retail Innovation Guide, here’s how three top names in beauty and personal care are catering to the phygital consumer’s desire to play in-store and buy online with interactive and digitally-integrated experiences that enable proper product discovery, personalized education and seamless purchasing. Glossier Walgreens x Birchbox CoverGirl Upping their edge in a choosy New York market as well as creating flagship destinations for visitors to enjoy, beauty brands are focusing their efforts on building IRL counterparts to their online presence, ultimately helping consumers test out products in entertaining and engaging ways. For more about what the top New York retailers from all industries are doing to stay on the cutting edge of next-gen retail experiences, see PSFK’s New York Retail Innovation Guide, available for download now. Despite developments in technology and changes in consumer purchasing behavior in an age of online shopping, what endures within beauty retail in particular is the consumer need to trial skincare and makeup products. Ensuring that colors will match, textures will be right and products will actually work is crucial within this space, and can pose challenge in a world dominated by ecommerce, where beauty retailers are required to have an online presence but can fall short of meeting consumers’ needs, especially in phases like product discovery. Mobile Marketing via PSFK http://www.psfk.com/ January 28, 2019 at 06:02AM
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How JD.com Remains A Leader In Delivery & Logistics Innovation http://bit.ly/2DDv8jP Delivery and logistics is where JD really shines, and the company claims it is able to reach 99% of the population in China and can deliver over 90% of orders within 24 hours. High-tech, automated warehouses and AI-enabled delivery systems, such as drones and autonomous vehicles, allow for speedy fulfillment. Flexible delivery options, ranging from in-car delivery to white glove service, provide shoppers with a range of options to best meet their in-moment needs. As part of its Retail as a Service platform, JD is enabling retail partners, from traditional Chinese booksellers to global corporations, to leverage its sophisticated logistics service and better reach Chinese consumers. Toplife JD Luxury Express JD In-Car Delivery Service Kunshan Fully Automated Sorting Center Tangning Books x JD For more examples of innovations in Delivery & Logistics from China’s largest retailers, download PSFK’s China Retail Debrief. Delivery and logistics is where JD really shines, and the company claims it is able to reach 99% of the population in China and can deliver over 90% of orders within 24 hours. High-tech, automated warehouses and AI-enabled delivery systems, such as drones and autonomous vehicles, allow for speedy fulfillment. Mobile Marketing via PSFK http://www.psfk.com/ January 28, 2019 at 06:02AM
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A Simple Three-Point Checklist for Documenting Your B2B Content Strategy Right Now http://bit.ly/2HAg7Dr On the first day of 2019, I laid out a series of New Year’s resolutions for content marketers. At the top of the list was creating a documented content strategy. Maybe you came across the post. Maybe you nodded your head while reading that particular item and said, “Yup, I’m gonna do that.” But most likely, you still haven’t yet. I’m not trying to be presumptive, just speaking in probabilities: research tells us that documenting a content strategy has been the subject of pervasive and perpetual procrastination across our field for some time. What gives? Why do we keep putting it off? “Usually procrastination happens because the task seems too difficult,” according to psychiatrist A. Chris Heath, MD (via PsyCom). Makes sense, based on my personal experience. In this case, I think the difficulty and complexity seem a lot greater than they actually are. So, B2B content marketers, today I’m going to try and make both the “why” and “how” of this matter as simple and straightforward as possible. We’ll start with the first part. Why is a Documented B2B Content Strategy So Important?There are two primary reasons. First of all, neuroscience has found that we are more likely to accomplish our goals if we write them down. According to an article on Forbes last year from Mark Murphy, there are a couple of psychological factors driving this:
A Three-Point Checklist for Documenting Your B2B Content StrategyIn the interest of keeping things simple, we’ll flesh this out in high-level fashion. When you cut through all the variables and moving parts, content marketing strategy almost universally nests under three buyer stages: Discovery, Consumption, Action. If our content is going to accomplish anything, it needs to be discovered, it needs to be consumed, and it needs to ultimately drive action (all with the right audiences, of course). Discovery: Who is your target audience and how will they find your content? That first part is arguably the most important in this entire discussion. Who is your audience? What makes them tick? The more specific you can get, the better. When you gain a firm and comprehensive understanding of the people you want to reach — the challenges they’re trying to solve, the questions they’re trying to answer, the channels they tend to use — it can and should guide your entire strategy. This is one foundational area where the documentation process is particularly valuable. Going through the exercise of articulating details about your audience can expose gaps in your knowledge, and force you to challenge existing assumptions. The “Discovery” phase of your content strategy should account for the following:
Write It Down, Ramp It UpIf you can confidently check all three boxes above, you’ve got yourself a fundamental content marketing strategy that is built for success. There are plenty of extensions and additional elements that come into play, but for the sake of simplicity, this should cover your bases. By documenting all of this, creating external storage and encoding it for your team, you’ll be on your way to full focal alignment, minimizing miscommunications and ambiguities that plague many operations. And if you don’t have time to create that documented B2B content strategy at this moment? Make a note to yourself. Don’t underestimate the power of writing something down. Want more resources from our blog to help solidify your content strategy? Check out these past articles:
The post A Simple Three-Point Checklist for Documenting Your B2B Content Strategy Right Now appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot http://bit.ly/2V5eKQ7 January 28, 2019 at 05:39AM
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Volvo Preps Anti-Super Bowl Effort http://bit.ly/2MBq4zr Volvo is encouraging consumers not to watch Super Bowl ads and instead participate in a contest to win one of the automaker’s vehicles. Starting at 6 p.m. ET on Feb. 3, consumers will be able to take a digital test drive that could land them in a new Volvo S60 sedan. They can visit www.S60LongestDrive.com from an eligible mobile device to take the challenge, which involves keeping an eye on the S60 for as long as possible. The three people who keep their eyes on the car the longest will have completed the “longest drive” and will win a Care by Volvo subscription to the S60. Volvo will promote the contest through a digital and social campaign as well as through its own channels such as email and its website, says Bob Jacobs, vice president of brand, product and communications, Volvo Car USA. advertisement advertisement The activation was created by Grey New York. “We have had great success over the past few years with activating around the Super Bowl versus investing in the traditional TV approach,” Jacobs tells Marketing Daily. “It is especially fitting for the launch of the S60 and our ‘Follow No One’ campaign, where we have broken many of the expected norms in the category.” The Volvo contest is similar to Mercedes-Benz's effort during last year's Super Bowl, which ended up crashing due to technical difficulties, according to Mobile Marketer. That contest asked viewers to hold a finger on an image of a Mercedes AMG C43 Coupe, with the winner the person who does so the longest. But the game never began, as Mercedes-Benz ran into server issues. Volvo conducted an anti-Super Bowl effort in 2015 with the “Volvo Interception” effort, also from Grey New York. Whenever any car commercial aired throughout the game, consumers were instructed to instead tweet with the hashtag #VolvoContest to tell Volvo who they thought deserved a brand new Volvo XC60. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH January 27, 2019 at 08:57PM |
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