An Ignoble Experiment: How to get personalization right

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December 8, 2020

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The Big Story

Opinion: 2021 to be year of user-generated content

User-generated content will become an integral part of most marketing strategies during 2021 as a viable time- and money-saving tactic that drives consumer connections and engagement, predicts Jose Angelo Gallegos. He highlights ways brands such as Facebook, KFC, Buffalo Wild Wings and Cisco have built campaigns around consumer and employee content, highlights necessary elements and offers four planning tips.

Full Story: Social Media Today (12/6)

What you need to know about ABM right now
As ABM grows in popularity, some are questioning it's effectiveness. Is ABM really living up to all its hype? In this on-demand webinar, Salesforce explores data and insights surrounding ABM usage among B2B marketers. Find out how ABM is helping your competitors thrive amid changing times, including driving demand, aligning sales and marketing, and growing customer relationships. Watch now

Connecting & Collaborating

Infographic: 2021 social media trends to embrace

Oberlo has created an infographic that highlights key social media trends to pay attention to in 2021. They include the continued popularity of Stories, profiting from social media videos, the rise of niche platforms and using video for social commerce.

Full Story: Social Media Today (12/7)

How to get personalization right

Research indicates certain types of personalized marketing can drive incremental sales lifts, but it can also backfire when not done correctly, Susie Allen writes. Allen offers three pointers from university researchers that can help marketers with persuasion messaging and points to the privacy line that shouldn't be crossed.

Full Story: Kellogg Insight (12/2)

Instagram tips can give customer service a lift

Val Razo writes that Instagram can be a valuable tool in the customer service sphere. Razo offers five tips for using the platform to boost business and provides examples of companies that are doing it effectively.

Full Story: Social Media Examiner (12/8)

	Navigate the new streaming normal As audiences turn away from linear viewing towards SVOD and AVOD streaming platforms, media and entertainment businesses must respond effectively and adapt to thrive. Explore trends that are driving this structural transformation and find out how the cloud can help you accelerate the transition. Get the white paper.

Marketer Moments

Billboard campaigns become Instagram stars

Celebrities such as Steve-O and other notable characters are taking selfies in front of billboards that promote themselves, their work, contests and other activations and are posting the photos to Instagram, giving rise to viral "Instaboards" or "Billgrams" and demonstrating the influence of social media, writes DASH TWO founder Gino Sesto. Research indicates 25% of Americans have posted an outdoor ad to the social platform and the selfie craze is catching on among non-celebrities, too.

Full Story: OOH Today (12/4)

How brands should embrace the new normal
This year has been the year of the pivot for brands as the pandemic has reshaped consumer behaviors and the customer journey, most likely permanently. Marketers need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Watch SmartBrief and marketing and retail industry experts on-demand explore how the retail marketing landscape has changed this year and how brand marketers can succeed in 2021.

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Platform News

Twitter may use Wikipedia info to help verify accounts

Twitter's new account verification policy is open to public comment through today, inviting input on how it will proceed in 2021. The policy states that the company may use Wikipedia information in its new verification processes.

Full Story: Slate (12/4)

Second judge blocks US government's TikTok ban
TechCrunch (tiered subscription model) (12/7)

Twitter toys with tweet reply limits
Android Police (12/7)

Social Shareable

Students create thank-you video for beloved professor

Students at Abilene Christian University banded together to shoot a moving thank-you video for a favorite professor, Dr. Terry Baggs. "So many people have been impacted by our video and I think that speaks to our deep need for human connection, especially during these strange times," said Alaina Jennings, the student who recorded and shared it on TikTok, where it has 2.8 million views.

Full Story: KLRT-TV (Little Rock, Ark.) (12/8)

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Through the tactical use of UGC, brands will be able to nurture a sense of community, connect better with existing customers, and keep up with the ever-changing events in the world.

Jose Angelo Gallegos, writing for Social Media Today.