Marketing
Top editor picks, summarized for you
7/29/2016

Companies too often become obsessed with simple analytics and neglect five broader metrics and formulas that should be central to measuring success, writes Matthew Goulart. He explains how to track return on investment, cost per action, return on ad spend, customer lifetime value and customer retention rate.

Full Story:
Entrepreneur online
More Summaries:
return on investment
7/29/2016

Search-engine optimization has evolved from the dark arts of keyword stuffing and hidden links to a personalized approach with customer-centric content on individual websites. Social media is an important way to boost links, and mobile optimization is as essential for business-to-business companies as it is for their consumer counterparts.

7/29/2016

Software as a Service vendors can learn from Amazon's hugely successful subscription-based strategy to develop long-term relationships with customers. Establish referral programs that reward loyalty, or build your own marketplace to capitalize on other vendors' audiences.

Full Story:
Entrepreneur online
More Summaries:
Amazon
7/29/2016

Small businesses should invest in high-quality photography that builds their brand, choosing photos that are contextually appropriate, make use of angles and are wide as opposed to tall, Jake Rocheleau writes. Rocheleau also recommends using professional photography and avoiding out-of-date photos that may appear gimmicky.

Full Story:
Vandelay Design Blog
More Summaries:
Jake Rocheleau
7/29/2016

The basics of web design and strong organization should not be overlooked, Simon Slade writes. Slade outlines eight easy-to-follow rules for creating a clean and professional website.

Full Story:
WebsiteMagazine.com
7/29/2016

Technicolor has opened the door on a new venture to bring its technology to content creators working on virtual reality and augmented reality content. Likely projects include apps, ads and new-media commercial projects.

Full Story:
Multichannel News
7/28/2016

Samsung is connecting with consumers by focusing on social media and experiences, with one of its recent ventures being the launch of Samsung 837 in New York City that gives consumers the chance to play with the brand's technology. The company is also investing in virtual reality to create experiences that consumers will be compelled to share, Samsung's Marc Mathieu said.

More Summaries:
Samsung, Marc Mathieu, social media
7/28/2016

Adidas carefully orchestrated the current obsession with its Stan Smith sneakers by removing them entirely from the market in 2012, and then enlisted the help from influencers and celebrities such as Pharrell Williams to create a buzz about their relaunch two years later. "You have something hot and you make it even hotter by not having enough of it," Forrester's Sucharita Mulpuru said.

Full Story:
Glossy
7/28/2016

Brands like IKEA, Google, Apple, Microsoft and Samsung are getting it right with consumers by staying culturally relevant and building emotional connections, the CMO Council and Fresh Squeezed Ideas report. Marketers should have an in-depth understanding of the culture their consumers are influenced by and show how their brand links to that culture.

Full Story:
CMO (Australia)
More Summaries:
CMO Council, Samsung, Google, Apple, Microsoft
7/28/2016

Use Facebook Live to host discussions about trending issues in your industry, and build an emotional connection by giving behind-the-scenes live footage of your business. Tap into the zeitgeist by streaming popular live events, and conduct interviews with customers, staff or leading experts in your field.

Full Story:
B2C Marketing Insider
More Summaries:
Facebook