Netflix intends to invest $2 billion over the next year to promote around 700 original shows, but the company faces unique marketing challenges due to its release of box sets in full and a dip in social buzz as consumers have become used to its quality programming, writes Alan Wolk. Yet Netflix's powerful recommendation algorithm could help it succeed at launching so much new content, he writes.
Samsung has partnered with uBreakiFix to offer smartphone users same-day authorized service and repairs on several models of the Galaxy S and Note series. Meanwhile, Samsung Galaxy S9 presales have lagged, remaining at or below comparable presales of the Galaxy S8 in 2017.
Sales of refurbished smartphones increased 13% year over year in the last quarter of 2017, Counterpoint Research reports. The robust used smartphone market and longer phone ownership periods have reduced demand for new devices, Counterpoint's Tom Kang said.
Fairphone has developed a smartphone using modular parts that can be easily replaced, part of the company's effort to reduce waste and increase the life of the device. Fairphone also uses ethical sourcing, seeking to work only with conflict-free mineral mines.
The controversy over the election-year misuse of Facebook user data is raising questions among marketers, although they're not yet ready to cut their Facebook ad budgets. Among other concerns, marketers are questioning the extent of the social network's dominance and whether it's giving them all the insights it should.
Business-to-business marketers are embracing account-based marketing both to gather the data required to prove return on investment and to improve personalization by focusing attention on the most valuable leads and accounts, Peter Isaacson writes. The integration of artificial intelligence into ABM will make the strategy even more powerful in its ability to automate messaging based on more meaningful insights, he writes.
Peter Buscemi provides a definition of artificial intelligence and delves into the different types of machine learning and the neural networks used by the technology to mine data. He advises business-to-business marketers to adopt the technology via cloud-based services to harvest big data for analysis and to gather visual results that can be used to drive business growth.
Dennis Buchheim and Amit Shetty of the Interactive Advertising Bureau's Tech Lab explain how identifiers -- used to track assets, businesses or consumers -- can improve the performance of digital advertising and user experience, as well as prevent fraud. They describe the applications and challenges of each category of identifier, what the IAB is doing to address identifier issues and how marketers can support current initiatives and improve work practices.
LinkedIn's Jon Lombardo talks about the importance of account-based marketing for a customer-focused approach and why business-to-business marketers should concentrate their efforts on one thing -- improving user experience. Use "technology to anticipate a customer's needs based on what you already know about him or her and what you continue to learn from conversations, features, campaigns," he says.
Adobe is trialing a tool created via its artificial intelligence and machine learning platform, Sensai, that tests links within email campaigns and alerts marketers if they're not working. "When links don't work, it lowers your success rate, it directly impacts your KPIs and bottom line," says Adobe Marketing Cloud's Mathieu Hannouz.
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