Opinion: Sharing companies have the choice of 2 paths The sharing economy has the potential to "disrupt economic injustice" or evolve into a moneymaker for companies, Nathan Schneider writes. Ensuring the altruistic benefits of sharing requires startups to make tough decisions, he writes. "Unless better models are strenuously, creatively pursued, the corporate one will win by default. ... [T]he idea of a real sharing economy based on cooperatives, worker solidarity and democratic governance remains too much of an afterthought," Schneider writes. Al Jazeera (5/18)  | Quantcast Guide: Twitter for the Real-Time Advertiser
Twitter's new ad targeting capabilities present an opportunity for marketers to create a custom audience of new prospects and customers to reach. Read this guide to learn how to drive better engagement and reach new prospects based on web-wide browsing behavior and interests. Download it now! |
 | Sharing isn't a silver bullet, Zipcar co-founder says The sharing economy isn't automatically going to make the world a better place, says Zipcar co-founder Robin Chase. Collaboration is simply a tool, and as such it can be used for any purpose, Chase says. "People want to tie, to those words, all sorts of meaning: community, good feelings, democratization. I think this type of business model can go in any direction; this business model is nonpredictive," she says. BCBusiness magazine online (British Columbia) (5/22)  | Turning a Banned Super Bowl Ad into Marketing Gold
HBS Executive Education's Marketing programs help companies change the game. This complimentary Harvard Business Review article explores how CEO Daniel Birnbaum created a provocative Super Bowl spot that took on Coke and Pepsi. Banned by CBS, the ad still helped SodaStream level the playing field. |
 | How to build your brand's approach to social marketing Gerardo Dada provides tips and advice to help marketers create a framework for effectively leveraging social media. He writes that it's key to integrate social into a business' marketing plan, rather than view it as a separate strategy. Social media presence is critical for any company, but Dada cautions against overstating its impact or overpromising what it can deliver. B2C Marketing Insider (5/18) Opinion: LinkedIn is ideal for native ads LinkedIn's publishing platform makes it a better place for native ads than publisher websites, writes Alexander Jutkowitz. LinkedIn users actively look for thought leadership on the social network and are willing to read longer pieces that delve into complexity while providing an easy-to-digest value. "Unlike other social networks, LinkedIn is perfect for middleweight content," writes Jutkowitz. Advertising Age (free access for SmartBrief readers) (5/22)  | Demystifying Digital Experience Management Whitepaper
As marketing strategies focus on digital sources—such as search, social and mobile—marketers face a growing challenge: to deliver digital experiences that are consistent with their brands, easy to control and update, and that achieve business results. Download the whitepaper to learn how to reach new audiences and enhance engagement. |
 |  | Forbes Insights and Turn - The Promise of Privacy
In this study, you'll learn what privacy means to marketers and consumers and how navigating these perspectives can help you get more out of your marketing while maintaining customer trust. Download the report to understand respecting consumers' limits while realizing the marketing benefits of Big Data. |
 | Researchers study psychology behind "click bait" Marketers and researchers are only beginning to understand the common characteristics of viral content. Observers have noted a common thread among videos that get passed around online: They tend to evoke strong emotions. Studies have found that emotionally uplifting videos are most likely to inspire online sharing. "If you want to melt the Internet, best to traffic in emotion," writes Natalie Kitroeff. The New York Times (tiered subscription model) (5/19)  | Join Google and DreamWorks for the DoubleClick Live Stream
What's next for digital advertising? Tune in as industry leaders from Google and DreamWorks tackle the question and share insights on digital trends, streaming live on YouTube Wednesday, June 4th at 9:30 am PDT / 12:30 pm EDT. Register now. Time not convenient? When you register you'll receive a link to watch the recording on demand. |
 | On grog-blossom and groaning-cheese The English language has plenty of words that are no longer in use, and some are worth reviving, writes Erin McCarthy. Among her favorites is "crapulence," an 18th-century term for "intestinal and cranial distress ... arising from intemperance and debauchery," according to Jeffrey Kacirk, author of "Forgotten English." McCarthy also suggests "groaning-cheese," a dairy item given to medieval women during labor, and "grog-blossom," an 18th-century term for the red blush seen on the noses of some alcoholics. MentalFloss.com (5/21)  | No one's ever said, "I don't want to be a better writer."
Don't be the first. Online, on-demand, and available anytime, Marketing Writing Bootcamp contains 16 classes on all forms of marketing writing, guaranteed to make you a stronger writer. Save $200 with code SMARTBRIEF. Classes start June 12. Reserve your spot today! |
 | SmartBrief will not publish Monday In observance of Memorial Day in the U.S., SmartBrief will not be published Monday. Publication will resume Tuesday. |  | You do things for your friends and neighbors all the time. We just don't classify it or call it 'sharing.' " | | | Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
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