Facebook advertisers will soon be on their own finding consumer data as the social network eliminates sharing through its Partner Categories ad targeting. Third-party data are available through other sources, but advertisers may initially have little idea how much they should be paying.
Digital marketers should optimize for voice search with longer keywords and a focus on localized search engine optimization, writes Ryan Ayers. Develop consumer trust with a consistent brand voice, ensure your site is mobile-friendly and adopt text as a key communications tool, and put in place cross-departmental marketing teams to ensure a coherent strategy that allocates spend where it will most drive brand revenue, he advises.
Eleven alcohol brands representing the International Alliance for Responsible Drinking, including AB InBev, Pernod Ricard, Carlsberg and Diageo, are partnering with Twitter, Snapchat, Facebook and YouTube to explore ways to enable consumers to opt out of receiving alcohol-related advertising. The collaboration is also exploring how to ensure that ads don't reach people who are not of legal drinking age.
Dos Toros' @PintoTheBurrito Instagram account, which features a humorous foil-wrapped burrito character, has attracted 120,000 followers and boosted the brand's main Instagram account from 3,000 to 40,000 followers. "The beauty of Pinto is that it's not a company that's selling you something; it's your silly friend being funny," said co-founder Leo Kremer.
TripAdvisor is revamping its site and launching a Travel Feed app this year that will enable users to follow friends, brands, influencers and media companies to get inspiration for their travel plans and share content about their own trips. Brands beta-testing the new app include National Geographic, GoPro, PopSugar and Goop.
Around 90% of consumers consider themselves to be loyal to brands, with 55% saying loyalty was driven by loving products, while just 7% cited superior customer service as a factor, according to Yotpo research. The survey results show that loyal customers are more likely to become advocates of a brand and that Facebook is by far the most popular social platform for interacting with brands.
Google is now offering a feature through certain Android phones that allows 911 dispatchers to automatically receive the caller's location when the call is made. The company managed this through partnerships with both RapidSOS and T-Mobile, which means all T-Mobile customers calling 911 and all users calling 911 in a RapidSOS-covered area will have their location sent to dispatchers.
Bob Williams, 94, is known in Long Grove, Iowa, as the Candy Man for handing out Hershey chocolate bars to strangers as an act of goodwill. The company is featuring Williams in a new marketing campaign.
Ghostery has updated its mobile browser to incorporate search engine Cliqz, which is owned by the browser's parent company. The privacy-focused engine uses its own web index, and no personal information is stored.
Biometric research by Kargo and Media Science on mobile advertising reveals that video has lower viewability scores than animated or banner ads but evokes the strongest response from viewers. The findings are important, as they question whether marketers should be fixating on viewability metrics for ads or instead measuring by their more significant cognitive effect, writes Joe Mandese.