Marketing
Top editor picks, summarized for you
2/10/2016

20th Century Fox used social media to introduce moviegoers to foul-mouthed anti-hero Deadpool and build hype for an upcoming Marvel Comics film featuring him. Online chatter about the movie is high, with 98% of the conversation positive, per comScore.

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20th Century Fox, social media
2/10/2016

Good writing is built from storytellers who are able to analyze and synthesize information into easily digestible forms, Paul Dusseault of FleishmanHillard International Communications writes. Good writers "possess the skills clients look for when seeking counsel on a host of strategic communications questions," Dusseault writes.

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Tactics
2/10/2016

The rise of emojis, stickers and GIFs in digital marketing is prompting ad-tech firms to find a way to assess their value and success using metrics and sentiment analysis. New platforms are focusing on creating a measure of emoji ROI, though some companies are relying on them more for branding than revenue streams.

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Digiday.com
2/10/2016

Use key performance indicators to measure your objectives and set comparable data to view trends. Employ a dashboard to track performance, and use the information to change your business strategy.

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Small Business Trends
2/10/2016

Nearly three-quarters of customers are either disengaged with or indifferent to their B2B vendor, Gallup reports. One-fifth of B2B customers said they'd experienced issues with a service or product, and just 40% of those thought that the vendor had adequately addressed the matter.

2/10/2016

Websites that feature video content experience 40% more traffic than those that don't, and business-to-business marketers should create videos that are informative and tell a story, Heather Rast writes. Video can provide an opportunity to showcase the human element of your brand and help customers understand complicated processes or ideas.

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Heather Rast
2/10/2016

Kiehl's, with help from Night Agency, has opened The Derek Zoolander Center for People Who Don't Age Good, as a tie-in with the movie "Zoolander 2" set for release this week. Consumers are guided around the center by male models who treat them to anti-aging experiences.

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Adweek
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Zoolander, Zoolander, Night Agency, Kiehl
2/10/2016

Marketers should write their content strategy using goals that are SMART: specific, measureable, attainable, relevant and timely. "Reorienting your content marketing strategy around these five guidelines will revolutionize the way you approach marketing," Neil Patel writes.

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Neil Patel
2/10/2016

The 58th annual Grammy Awards will include footage from small GoPro cameras inserted into the base of the awards themselves, Rich McCormick reports. The "GrammyCams" will stream to Grammy Live, displaying the winners as they walk to the stage, give their speech and return to their seats.

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The Verge
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Grammy, Rich McCormick
2/10/2016

Twitter is forming a global council to address online harassment and bullying on its social media network. The Twitter Trust and Safety Council will include more than 40 organizations, including NetSafe, GLAAD and Childnet International. "To ensure people can continue to express themselves freely and safely on Twitter, we must provide more tools and policies," wrote Patricia Cartes, head of Twitter's Global Policy Outreach.

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Computerworld