Instagram has begun testing digital storefronts for its affiliate shops, prioritized partnership communications in dedicated inbox sections and tools that let brands filter potential partners and creators target preferred companies. The platform has also made its branded Reels in-content ads available globally.
Apple's privacy changes are making it harder for e-commerce firms to find new customers, driving up ad rates and causing data issues for social platforms like Snapchat and Facebook, which could negatively affect their bottom lines. Apple says it made the change to protect consumer privacy but a Facebook spokeswoman says the "policy is benefiting [Apple's] bottom line at the expense of businesses who rely on personalized ads to reach customers and grow their operations."
Capture the attention of business-to-business buyers with campaigns that use storytelling to convey how your company can help them solve problems, advises UpCity's Heidi Sullivan. Determine which metrics you need to measure before creating campaigns, use LinkedIn and search engine optimization to widen reach, and continually test creative, Sullivan writes.
Ignite Visibility CEO John Lincoln provides a comprehensive guide to generating leads across multiple channels. Lincoln covers defining target audiences, testing lead gen tactics against competitors, using lead gen magnets, lead nurturing and email marketing.
The internet accounts for nearly 4% of global emissions and digital advertising "is an unexpectedly carbon-heavy business," writes Ryan Cochrane, Good-Loop's chief operating officer. Cochrane highlights the three R's to lower the digital media carbon footprint, including removing custom fonts, reducing asset sizes and recycling by repurposing quality creative.
Allyson Park, Mars Wrigley's global vice president of corporate affairs, compares career development to a chess game, noting the key to success is being "clear on where you want to go." Park urges PR newbies to gain agency and consulting experience, become a strong writer and collaborator and develop a personal brand.
Commercials on streaming video services bother 79% of US adults in a recent Morning Consult survey, with 69% calling them too repetitive and 44% saying they come up too often. Smart TVs, which can control ad frequency, could present one solution to the problem.
Snapchat reported 306 million daily active users during the third quarter, marking four straight periods of at least 20% growth and the first time it's surpassed 300 million users and $1 billion in revenue. Evan Spiegel, the company's CEO, said that Snap is "working on building flexible first-party tooling and measurement solutions" that will help ad partners in the wake of Apple's data restrictions.
Marketing chiefs can prove their value to the C-suite and boardroom by repositioning themselves as chief market officers, writes Latane Conant, CMO at 6sense. Conant advises cultivating a truly in-depth expertise of your market, using those insights to shape the customer experience and optimizing performance by focusing on all revenue, not just that attributed to the marketing team.
Google Cloud's analytics platform roadmap previews data and analytics features such as notebook interface Vertex AI Workbench and Big Search, which helps find data via text indexes. Google's Sudhir Hasbe notes, "Whether you are a data engineer, machine learning engineer, data analyst or a business user, we want to make sure you can go in and get value from data and innovate on top of our platform."
- Page 1