An Ignoble Experiment: Why marketers should rely more on consumer intent data

Can WhatsApp make money? | Uber may take to the air in helicopter deal with Airbus | Avoid these Twitter marketing mistakes

Created for ignoble.experiment@arconati.us | Web Version

January 19, 2016

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The Big Story

Can WhatsApp make money?

WhatsApp says it has 990 million users, and CEO Jan Koum says he's focusing on monetizing the user base, perhaps by creating fee-based messaging services to facilitate communication between businesses and consumers. "We've taken SMS technology for consumers and improved it. Now, we want to do the same with commercial messaging," Koum said.

Wired.com (1/18)

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Connecting & Collaborating

Uber may take to the air in helicopter deal with Airbus

(David Ramos/Getty Images)

Ride-sharing is taking to the skies under a pilot project Uber Technologies will begin this week with Airbus Group at the Sundance Film Festival. Uber, which has been expanding its ride-sharing application to other forms of transportation, tested UberChopper between New York City and eastern Long Island, N.Y., in 2013.

The Wall Street Journal (tiered subscription model) (1/18)

Avoid these Twitter marketing mistakes

Social media marketers can tank their efforts if they operate without a strategy, avoid analytics or use dubious tactics such as buying followers. This list of 10 top mistakes runs the gamut from account setup and automation to publishing regrettable things.

B2C Marketing Insider (1/17)

Learn how to build referral programs that boost your growth
Buying referral software can be overwhelming with so many different features and solutions available. Download the free E-book, "A Blueprint for Investing in Referral Marketing" to uncover the tools and techniques you need to automate the referral process and invest in referral software.

Marketer Moments

Campaign spreads awareness of women's sport

The Ladyball was touted as a soccer ball designed especially for women, writes Valentina Zarya, in a controversial move to build awareness of Irish women's soccer clubs. A spokeswoman for Lidl, the clubs' sponsor, says the technique was risky but trended for more than 15 hours on Twitter as users came to the defense of female athletes.

Fortune (1/15)

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Platform News

Publishers seek Facebook clicks with video

Facebook-reliant publishers such as Elite Daily are mitigating the impact of a fall in the number of viral Facebook text posts by moving their resources into video instead, which is seeing a sharp rise on the platform. Meanwhile, Upworthy and Buzzfeed are overhauling editorial teams to produce more original video content. "When we looked at those numbers, we realized we'd be crazy not to double down on that growth," Upworthy's Eli Pariser said.

Digiday.com (1/18)

Measurement Matters

Why marketers should rely more on consumer intent data

Marketers should shift their focus from demographic data to customer intent, a Google report advises. Marketers can use this data to guide the content of blog posts, how-to videos and infographics.

Inc. online (free registration) (1/18)

Social Shareable

75,065 miles on a bike in 2015 is good enough for a record

"Tarzan" Kurt Searvogel broke a 75-year-old record for the most miles traveled on a bicycle in a year, reaching 75,065 miles with a few days to spare. He averaged more than 200 miles a day, many of them laps in a park near Tampa, Fla.

Bicycling (1/5)

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Business owners and marketers can focus more on intent by creating a content marketing strategy that produces content that people with the proper intent will find useful.

Peter Roesler of Web Marketing Pros, writing at Inc. online

Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands.