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2020/08/03

Speed up content creation by repurposing livestreams

Microsoft moves to buy TikTok, thwart potential US ban | Social e-commerce is a prime opportunity for marketers | How to deliver empathetic content via journey mapping
Created for ignoble.experiment@arconati.us |  Web Version
August 3, 2020
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The Big Story
Microsoft moves to buy TikTok, thwart potential US ban
(Greg Baker/Getty Images)
Microsoft is negotiating to purchase TikTok's operations in the US, Canada, Australia and New Zealand from Chinese-owned ByteDance after President Donald Trump proposed banning the social platform over consumer privacy concerns. In a blog post Sunday, Microsoft said it would try to seal the deal by Sept. 15, and may include other US investors. "This new structure would build on the experience TikTok users currently love, while adding world-class security, privacy, and digital safety protections," Microsoft said.
Full Story: The Wall Street Journal (tiered subscription model) (8/2),  CNBC (8/3),  TechCrunch (tiered subscription model) (8/2),  Reuters (8/3) 
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The word's out: partnerships are bigger than paid search
The partnership channel quietly overtook paid search as the primary revenue driver at many organizations, contributing 30+% to overall company revenue. Learn how in this data-rich look at the upward trajectory of partnerships as a revenue engine. Get the report
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Connecting & Collaborating
Social e-commerce is a prime opportunity for marketers
(Pixabay)
Azoya International's Franklin Chu explores the opportunity of blending e-commerce with social media, looking at how the success of WeChat in Asia could be replicated for US marketers, and be even more lucrative, via Facebook Shops. Chu emphasizes the importance of social content to drive brand and product discovery and highlights that social e-commerce could particularly appeal to American consumers who are used to purchasing directly from brands instead of via online marketplaces.
Full Story: SmartBrief/Marketing (8/3) 
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Taylor Holland provides an in-depth guide to mapping buyer journeys and creating data-driven personas to deliver the right content to the right prospect at the right time. Holland explains what questions marketers should seek to answer during five major stages in the customer journey to develop a deep understanding of buyer needs and facilitate an empathetic approach to content.
Full Story: The Content Standard (7/31) 
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Speed up content creation by repurposing livestreams
(Dan Kitwood/Getty Images)
Facebook Live can be a useful tool to quickly create content, live video expert Ian Anderson Gray says. He offers five steps to produce and repurpose videos that speak to the intended audience.
Full Story: Social Media Examiner (7/31) 
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Actor Matthew McConaughey is offering marketers storytelling advice as part of a YouTube series dubbed "Stan Talks," which is named after advertising guru Stan Richards. McConaughey suggests marketers focus on creating a product or need and develop a compelling story to connect with consumers, cautioning, "If you don't believe in [the product], the consumer will not believe in it."
Full Story: MediaPost Communications (7/31) 
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[RFP Template] How to Choose a TCMA Vendor
Choosing a partner doesn't have to be overwhelming. Consolidation and integration are key. Our RFP template guides you through every step.
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Keep a tabs on the market during COVID
Dealing with changing consumer demand? Learn how organizations like yours are staying on top of customer needs and market trends by taking research in-house. Find out how to easily get insights with DIY research. Download the report.
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Featured Content
Sponsored content from Expedia Media Solutions
Welcome Vrbo: Reach a new and valuable audience
From family and group houses to condos, cabins and cottages, Vrbo is a true household brand name. As one of the only major vacation rental platforms to offer advertising opportunities, Vrbo helps hotel, air, car rental, financial services, consumer goods and more brands connect with a highly engaged and motivated audience of travel shoppers. Find out why marketers are loving Vrbo.
 
Explore how marketers are planning for recovery
As we look toward recovery, travel industry leaders are exploring ways marketers can adjust to the new set of challenges and opportunities that we are all facing. US consumers are considering traveling again; using key data points to understand what travel shoppers are thinking and how they are booking can help you create impactful ads, tailored to what resonates with consumers now. Explore how marketers are planning for recovery.
 
Marketer Moments
NHL launches "Secure Zones," "#WeSkateFor"
(NHL)
The NHL is celebrating the return of the sport with "Secure Zones" videos running across social and digital from 30 content creators and a "#WeSkateFor" initiative to support health care and front-line workers, community heroes and racial justice advocates that will include social campaigns, charitable fundraising and virtual pregame ceremonies. "While we will miss having the fans in the arena, we will use opening day and future NHL games to bring people together to celebrate our common humanity," says the NHL's Steve Mayer.
Full Story: Adweek (tiered subscription model) (7/31) 
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Is your brand ready for the return of sports?
Live sports are back, and sports fans couldn't be more pumped, even if they can't attend in person. Without packed arenas or sports bars, Twitter is the roar of the stadium. For marketers eager to get back into the game, opportunities are rampant, and the audiences are primed. Learn more.
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Platform News
Twitter explores Branded Likes, paid tools
(Twitter)
Disney+, NASA and the NBA are beta-testing Twitter's Branded Likes, which enables marketers to create attention-grabbing like buttons that, when clicked by platform users, reveal animated content that can be shared in personal posts. The social platform also has sent a survey asking users about potential paid services such as custom colors, enhanced social listening insight and the ability to post longer videos and conduct brand surveys.
Full Story: TechCrunch (tiered subscription model) (7/31),  Ad Age (tiered subscription model) (7/31) 
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Social Shareable
A TikTok video that seems to say either "green needle" or "brainstorm" depending on which word users read or think about has attracted more than 6.1 million views.
Full Story: TIME online (7/30) 
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Embedding e-commerce within social media is powerful in that it allows customers to discover brands through social content, and find products they normally wouldn't search for on an e-commerce platform.
Franklin Chu, managing director US for Azoya International, writing for SmartBrief/Marketing
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