During a Facebook-organized debate, author Tim Hwang disputed the value of using personalized consumer ad targeting, arguing that such ads don't move the sales needle and contextual targeted would suffice. IAB Executive Chair Randall Rothenberg countered that "Economists are overall in agreement that advertising works" and small businesses would be hurt if you remove the ability to use personalized, relevant ads.
Forty-six percent of executives say their company's budget for social media marketing will grow by up to 100% during the next three years and 78% of consumers who have positive engagement with brands say they will purchase from those brands, according to a survey by The Harris Poll for Sprout Social. "US companies today rely more on social media than any other communications channel for virtually all critical business activities," says The Harris Poll's Anna Ginovker.
Nationally recognized communications professional Laarni Rosca Dacanay recounts recent hate crimes and discusses how she's been teased because of her Asian American and Pacific Islander heritage and oftentimes felt invisible. As a member of the PRSA National Diversity & Inclusion Committee, she invites others to join efforts and speak out against Asian racism and offers a link for tips to taking action.
Salesforce Ventures, the venture capital arm of Salesforce.com, has invested $40 million in startup text-messaging platform Community.com. The company plans to use the new capital to add features to its platform.
Facebook has called on at least 3,000 people and 45,000 unscripted video conversations for a project focused on detecting algorithmic biases. Participants in "Casual Conversations" provide their names, genders and ages, and a classification system lets annotators record their skin tones.
Evolutionary psychology and digital marketing expert Tim Ash talks in this podcast about why understanding emotional triggers and behaviors is essential for business-to-business marketing. Ash discusses which emotions drive buyer actions, why marketers shouldn't be scared to explore negative emotions and the role of memory in marketing.
Lauren Weinberg, global head of marketing at Square, talks in this podcast about how an empathetic approach during the pandemic drove business growth. Weinberg discusses leading with empathy and how the company's strategy changed to meet the new needs of its customers.
Publicis Groupe is integrating The Trade Desk's cookie alternative, Unified ID 2.0, into a self-service tool offered by its data marketing group, Epsilon. The tool is available to US clients, with access eventually expanding to those in Europe, Latin America and Asia. In the deal, The Trade Desk will be the sole demand-side platform for Epsilon's CORE ID.
TikTok is launching six music effects to help brands enhance sound with techniques such as creating loops and adding text overlays or visual elements that sync to particular beats. TikTok also has formed a partnership with LiveRamp that enables LiveRamp clients to create personalized customer experiences on the social platform.
First and Pen (www.firstandpen.com) is the new digital sports property from The Khanate Group. Led by media veteran Yussuf Khan, First and Pen connects audiences through the power of sports and voices of color. Harnessing the power, influence, and creativity of local storytelling, we connect, inform and inspire audiences by unleashing local voices of color in sports and amplifying them nationally. Do you understand the historical significance of LeBron James' ownership stake in the Boston Red Sox? Are you aware of the obstacles facing soccer clubs in Black and brown communities across Michigan? Do you know about the rich history of Black collegiate wrestling? What about the historical connection between baseball and Georgia? These are the types of original and powerful stories we tell at First and Pen. Follow us on social at firstandpen (Facebook, Twitter, Instagram), email us (firstname.lastname@example.org) and join us on our journey to connect, educate, inform and inspire.