Google, Facebook make moves to increase share of digital ad market | The sharing habits of social audiences | Why B2B companies should build online communities
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Industry giants Facebook and Google used Advertising Week to show off new technology designed to increase their influence. Facebook debuted a televisionlike video ad ratings metric, and Google unveiled a product that allows targeted ad campaigns using consumers' e-mail addresses. Google is expected to pull in $23.3 billion in digital ad revenue in 2015, and Facebook $7.7 billion, according to eMarketer.
Down with Simple Attribution Models It's time for a revolution. Simple attribution models mislead marketing teams, making them over-invest in the wrong places and under-invest in the right ones. It's never been more important to figure out how an action in any channel leads to a sale, and with so many touch points in the typical purchase journey, this has become a major challenge. Let's fix it.
People share more content on weekdays, with sports-related posts more common earlier in the week and chatter about food dominating toward the end of the week, Social Media Today says. "By tailoring your content to anticipated needs, you have a better chance to make a meaningful connection that gets your content shared and remembered," Bridget Weston Pollack writes.
SAS community manager Shelley Sessoms talks about why online support communities have become so popular for customers wanting to research products or services, how to develop an online community to extend awareness of your brand, and the benefits of doing so. "For SAS, our online support communities give us a way to live out our core value of being approachable," Sessoms says.
Social media is one of the most cost effective ways to connect with a large audience. Matthew and Adam Toren outline how to use social media to drive blog traffic and advise that you don't need to be on every platform to be effective.
Brands turned to Twitter several times this month to comment on widely reported Facebook outages, using the opportunity to crack jokes and plug products. Red Bull and Costa Coffee offered Facebook a caffeine jolt, Domino Sugar advised that people could use the time to bake cookies and Yankee Candle suggested that people snuggle up with a candle.
Startup Shot says it wants to create a social community around virtual-reality content, much like what Instagram did for photos. The idea relies on a gadget that lets existing smartphone cameras capture VR-ready images. "Shot's mobile application will let users not only shoot what's around them, but also share those recordings with friends as well as browse, watch and like what others are making," Edgar Alvarez writes.
Female shoppers are relying more on peer recommendations, with 86% saying they place the most trust in recommendations from other consumers, per SheKnows Media. Women mostly turn to influencers on YouTube, Facebook, Pinterest and Instagram to research products or services, with over half saying these "everyday experts" engage them.
Insurance codes are proliferating, from 18,000 to 140,000, meaning insurers will be able to code accidents with unprecedented granularity. There's a specific code for being injured by falling from burning water skis and separate codes for being injured by a sea lion, a dolphin or an orca.
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