Facebook has rolled out a pilot initiative that gives US political candidates and their teams enhanced security options to protect their accounts, including two-factor verification and monitoring of possible hacking threats. "As we detect abuse, we will continue to share relevant information with law enforcement and other companies so we can maximize our effectiveness," writes Facebook's Nathaniel Gleicher.
Acquisitions in the adtech space by major ad-holding companies signal that agencies are heeding the trend for brands to take media buying in-house, stepping up their game to simplify the digital ecosystem and provide better strategic guidance to marketers, Oliver McAteer writes. "Attention to cleaning up the supply chain and adtech consolidation is helping and will bolster client confidence in their external partnerships," says GroupM's Evan Hanlon.
Maximize your learning by avoiding shortcuts and trying new things, especially in areas that you typically avoid, writes Jesse Sostrin. "When you look for the easy way, you'll save some time -- but the lack of learning and growth will ultimately limit your progress," he writes.
Pernod Ricard is playing up the citrus appeal of its Absolut Grapefruit flavor with its "No Sugar Coating" campaign. The brand has tapped actor Jesse Tyler Ferguson for seven video spots that will appear on social channels.
Rick Kupchella makes the case for why your employees should be the stars of your business-to-business storytelling as they are the experts about your company, the face of your brand and can help bring a personal, human element to content. "It's the employee's story that provides great insight and clarity about what the brand is doing and the value it provides," he writes.
Start crafting holiday email campaigns now as research shows the tactic remains the highest-performing strategy for converting leads, Syed Balkhi writes. Use countdown timers on your website to create a sense of urgency about offers, consider offering free delivery, and create holiday-themed social content using tools such as Buffer to automate scheduling, he advises.
Forty-nine percent of US digital marketers employ contextual targeting, 46% use demographic targeting, 44% target by geolocation and 25% by behavior, according to a study by The Drum and GumGum. Sixty-one percent of respondents say they don't use contextual ads alone and 44% stated contextual targeting improves relevancy.
Online negative customer reviews can be a marketing asset if handled correctly, allowing marketers to improve brand sentiment by responding quickly and publicly to address and fix problems, Megan Krause writes. Offer customers incentives to come back to your brand and use feedback to improve internal processes, she suggests.
Best practices for SEO are constantly changing, making optimization a moving target for B2B marketers. Here are four tactics still in use that should be left in the past.
Harry & David marketing chief Michelle Farabaugh discusses the brand's progress in digital transformation and data-driven marketing to ensure relevant messaging and drive desired behaviors. She also talks about developing creative and managing media predominantly in-house, and why the brand's new campaign centers around sharing gifts and experiences with families and friends throughout the year, not just on special occasions.