An Ignoble Experiment: Report: Leading businesses overlook value of web tools

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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January 5, 2021

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The Big Story

Twitter sets sights on audio with Breaker acquisition

(Breaker)

Twitter purchased podcast app Breaker, which it plans to help "improve the health of the public conversation" on the platform and enhance Spaces, its audio-based networking project, according to company officials. "If Twitter can make Spaces work, and facilitate the growth of great podcasting and audio talent, it could become an important growth and engagement opportunity," writes Social Media Today's Andrew Hutchinson.

Full Story: TechCrunch (tiered subscription model) (1/4), Social Media Today (1/4)

	[Salesforce Report] State of Marketing As you look to 2021 planning, experience and interact with our latest State of Marketing Report, based on insights from nearly 7,000 marketers in 29 countries and 14 industries. Explore everything shaping the future of the industry, from data unification to AI, trust, customer engagement, and beyond. Download the report.

Connecting & Collaborating

Marketers should pay attention to these 2021 trends

This article sets out eight marketing trends to watch in 2021. These include increased competition in digital media, continued importance of influencer marketing, the need to customize creative for each social platform to resonate with different audiences and the need for brands to authentically support social activism.

Full Story: Marketing Dive (1/4)

Facebook's 4 tips for quality lead generation

(Jonathan Nackstrand/Getty Images)

Marketers who use Facebook for lead generation can reap greater rewards by clearly communicating value propositions to capture the most relevant prospects, according to a company blog post. Marketers can build stronger brand relationships by offering a discount code, free trial or something else of value in exchange for contact details and should also focus on landing pages and lead scoring.

Full Story: Social Media Today (1/4)

6 ways to improve B2B content

Enhance business-to-business content by communicating a central message early in the copy and by addressing topics of interest to target prospects, Joel Goobich writes. Incorporate relevant, high-quality visuals and compelling calls-to-action, Goobich recommends.

Full Story: Forbes (tiered subscription model) (1/4)

How to embrace the new normal in 2021
2020 was the year of the pivot for brands, as the pandemic reshaped consumer behaviors and the customer journey (most likely permanently). In 2021, brands need to focus on planning for the future with strategies that meet both the immediate and long-term needs of consumers. Watch this on-demand webinar where SmartBrief and industry experts discuss how the retail marketing landscape has changed and how to plan for success in 2021.

Marketer Moments

CIA amplifies rebranding via social

The CIA has launched a new logo and website redesign in an effort shed its "white male" and "Ivy League" image and attract a more diverse pool of candidates. The CIA is promoting the initiative on social media via #DiscoverCIA.

Full Story: Ad Age (tiered subscription model) (1/4), The Associated Press (1/4)

Platform News

LinkedIn reports jump in engagement, livestreams

(Pixabay)

A LinkedIn blog post reveals that the platform is garnering nearly three new members each second, livestreams have jumped 89% since March and 1 billion engagements occur monthly. Other stats shared by LinkedIn include ads on the platform saw a 10% to 15% sales performance lift, while 6.3 million members attended a virtual event on LinkedIn last year.

Full Story: Social Media Today (1/4)

Instagram trials fresh look for desktop Stories
Engadget (1/4)

Measurement Matters

Report: Leading businesses overlook value of web tools

The world's 300 largest public companies are mastering the use of online media for e-commerce, entertainment and engagement, but many are neglecting key website reporting metrics that are valuable in moderating changing consumer behaviors, according to LEWIS' annual Global Marketing Engagement Index. Many brands also are missing out on the value of video content on websites and search engine marketing ads, according to the report.

Full Story: [A]listdaily (1/4)

Social Shareable

The Rock's spaghetti-spilling toddler goes viral

Dwayne Johnson, aka The Rock, posted a video on Instagram of his two-year-old daughter Tiana blaming the "Paghetti fairy" for making a mess with spilled spaghetti on the floor before dropping another handful and declaring, "She did it again?" The video has attracted more than 22.9 million views and over 4.3 million likes.

Full Story: Fatherly (1/4)

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The world of social commerce is booming, and we can only expect to continue to see further investment, particularly in social and livestream shopping apps.

Lucas Tieleman, executive vice president of product at Bazaarvoice, as quoted by Marketing Dive