Hand picked articles, resources, tools, and conversation from around the world of marketing technology. #martech
Welcome Back,
Last week I was looking forward to reading the reviews of all of the cool new toys from CES when Mark Zuckerberg announced that the FB newsfeed will now emphasize person-to-person interactions instead of posts from businesses, brands and media. In case you missed it you can read it here (http://bit.ly/2mvtKHg)
I’ve read several posts that analyze Zuckerberg’s statement and I have included one of the best below. FB’s announcements are always a little vague. If you are reading this newsletter then you are already wondering how your FB marketing efforts will be affected. The company has always emphasized person-to-person interaction but we don’t know how much organic reach will be impacted by this latest change. Time will tell, but one thing is for sure: With fewer ads in the newsfeed and a shrinking organic reach, the price of ads will continue to increase. To quote Marlo Stanfield from the Wire, “The price of the brick goin’ up.”
This edition of the newsletter has articles about Alexa, Digital Asset Management and some new tools from Google. If you have the time be sure to watch the video of the CMO panel from CES. Anytime you have the CMO’s from Deloitte, Mastercard, Turner Broadcasting and Panasonic NA on a panel it’s going to be a lively discussion.
Enjoy and we’ll be back next week.
-Frank
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Facebook seems to be a step ahead of marketers these days. They’re sick of us. They’re tired of making updates, only to see marketers exploit a weakness. As a result, yet another change needs to be made to the news feed
In fact, 92 percent of content marketers agree that content is an asset for their organization. At the same time, though, only 46 percent have a point-by-point strategy for “[treating] it as such.
“The brands who advertise less in the future are going to be the ones that are more valuable,” he said. “If you can plug all these forms of technology into your products, then there’s a real opportunity to reposition your brand as one that’s about utility versus entertainment
The issue with burying MarTech among these other technology investments is that the focus tends to be on purchase and run, and not on exploit and adopt.
How do marketers need to approach technology as part of their business plan? Global brand executives come together to discuss best practices in data, analytics and transparency
Most importantly, it gives marketers back the data. Historical data to evaluate data ranges Search Performance reporting – something that has been a major issue for webmasters for years
This metric shows how long a user spends on your site, helping publishers gauge the user experience, with longer ad session lengths being more desirable.
But Matthews believes the challenge with CDPs — in addition to regulation and privacy issues — is managing customer data at high volume, regardless of whether a brand has allowed a CDP to mix its first-party data with other data sources
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