Marketing
Top stories summarized by our editors
2/15/2019

Facebook is reportedly running a trial that gives Watch publishers the ability to use their own ad tech to programmatically sell ads for their shows on the platform. The move indicates that Facebook is keen to boost Watch's scale, writes Garett Sloane.

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Facebook, Garett Sloane
2/15/2019

The Federal Trade Commission needs greater authority when it comes to fining and penalizing companies for data privacy violations, says a Government Accountability Office report. Almost all of the 101 data privacy violations since 2009 have resulted in no fines, the study shows.

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CNET
2/15/2019

The second yearly Adobe Consumer Content Survey finds that US consumers spend an average of 8.8 hours each day engaging with online content and that 51% give up on content that doesn't load quickly. In addition, personalized content makes 51% of respondents more likely to buy something from a brand, but 82% would stop purchasing if personalization became too creepy, the survey found.

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CMO
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Adobe
2/15/2019

Storytelling is an indispensable skill for PR practitioners as they work to help brands build relationships with their audience, writes APR Lorraine Schuchart, founder and CEO of Cleveland-based Prosper for Purpose. Brands can create compelling stories by finding the right protagonist who must overcome a conflict and find a resolution, she writes.

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Strategies & Tactics
2/15/2019

Entries are now being accepted for the 2019 ANA B2 Awards, honoring top business-to-business marketers, agencies and suppliers who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions.

Submit your entry before February 15 to take advantage of early bird savings.

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b2awards.com
2/15/2019

Registration is now open for the 2019 ANA Masters of B2B Marketing Conference, May 29-31 in Chicago. Learn how today's great business marketing minds are driving growth and building marketing value through transformational thinking.

Speakers include:

  • David Rabkin, EVP and general manager of US small and medium-sized enterprises, global commercial services, at American Express
  • Alicia Tillman, global CMO at SAP
  • Gary Vaynerchuk, chairman of VaynerX and CEO at VaynerMedia
  • Jerry Verghese, VP of global brand management at Boeing
  • Penry Price, VP of marketing solutions at LinkedIn
  • Michael Lacorazza, EVP and head of integrated marketing at Wells Fargo

Register today to take advantage of early bird pricing!

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ana.net
2/15/2019

Business-to-business marketers should consult customers and prospects about how their purchase research behavior has changed, particularly noting what words and phrases they employ to search, Patty Parobek writes. Optimize for local search and focus on keyword phrases that appeal to segmented audiences, she recommends.

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Chief Marketer
2/15/2019

Amazon has unveiled a business-to-business service for marketers called Moments that enables them to reward customers with physical or digital products via its platform. "After companies choose their action or 'Moment' they want to drive, they can use the self-serve console to set their campaign dates, add a product or a reward package, then customize promotional messages and the reward landing page," the company states.

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Amazon
2/15/2019

Amazon has unveiled a rewards service called Moments that lets brands reward consumers via the platform with physical or digital products for completing desired actions, like renewing a subscription. "Moments removes complexity for developers by packaging reward programs into a simple, self-service console that lets marketers set up campaigns quickly without worrying about reward sourcing, management, or fulfillment," Amazon Moments' Amir Kabbara said.

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Amazon
2/15/2019

Interactive videos have become essential for brands to capture and engage consumer attention, Jaymie Scotto Cutaia writes. Marketers should consider incorporating several elements to their videos, such as games, clickable hot spots, 360-degree views and real-time conversation, she writes.

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Forbes