Industry Roundup: Can Marketers Trust Facebook? As if the fake news issue wasn’t enough to give marketers pause about Facebook, the social network announced that it has also been erroneously tracking four metrics: it’s been overcounting weekly and monthly post reach, undercounting full video views, and overcounting time spent on Instant Articles. Unlike social media marketing, where brands build awareness and loyalty, social selling is about providing prospects with personalized content geared specifically towards answering prospects’ questions or solving their problems. If you’re new to content marketing, get ready to hear the phrase: “Marketers with a documented strategy are 5x more likely to succeed.” And if you’re a content marketing veteran, you might be saying: “I’ve heard this a million times, but what does this actually mean? However, marketers first need to customize Google Analytics and know what metrics to dig into to get the cleanest, most actionable data. He addresses how to set up goals in Google Analytics to gain deeper insights into what is and is not working in your content marketing. Building a solid distribution strategy is crucial to the success of your content marketing efforts and converting readers to customers. Finding your way to content marketing success is not always the easiest journey. The U.S. Census Bureau millennials as those born between the years 1982 and 2000, numbering 83.7 million. Healthcare marketers are finding new ways to reach this group, focusing on their priorities and targeting the communications channels that have the most impact.
NewsCred’s roundup of the content marketing, technology, and business stories that caught our eye this week.
What the Proliferation of Fake News on Google and Facebook Means for Advertisers (Adweek)
With Google and Facebook scrambling this week to respond to the criticism of spreading fake news stories during the election, Adweek questions what advertisers are to do next. On one hand, both networks are so dominant in the digital space, that it’s unlikely that any advertiser will completely walk away from either. But on the other, brands have always been careful and cognizant about where they’re distributing content – and it’s in Google and Facebook’s best interests to ensure they’re only allowing legitimate content on their platforms.
As if the fake news issue wasn’t enough to give marketers pause about Facebook, the social network announced that it has also been erroneously tracking four metrics: it’s been overcounting weekly and monthly post reach, undercounting full video views, and overcounting time spent on Instant Articles. This announcement came just two months after Facebook disclosed that it had been counting inflated video views. The company said it would start providing more transparency into its measurement through third-party reviews and metrics companies.
With outbound B2B sales on the decline, social selling could become key to closing deals. Social selling is when salespeople use social media to connect and build one-on-one relationships with prospects. Unlike social media marketing, where brands build awareness and loyalty, social selling is about providing prospects with personalized content geared specifically towards answering prospects’ questions or solving their problems.
“The era of the CMO has arrived,” proclaims Business Insider, while highlighting the most innovative and influential leaders who are shaping our industry. And for good reason: Marketing (and marketers) are more integral to driving business success than ever before. Lorraine Twohill of Google, Kelly Bennett of Netflix, Deborah Wahl of McDonalds, and Craig Inglis of John Lewis are among those at the top of Business Insider’s list.
Google is rolling out native and video ads...
COMMENTS