Marketing Effectiveness
Improving Digital Marketing

This Week in Marketing: Keeping CMOs in the Know

Averi Melcher
December 15, 2016

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With digital advertising spend set to surpass TV for the first time ever, social media and mobile are finding themselves at the forefront of every marketing conversation. And, with social and mobile come a plethora of new opportunities, challenges and technologies. This week, live streaming video, ad fraud and drone delivery took center stage.

Here are five things in marketing we’re talking about right now:

  • We were introduced to not one – but two – live streaming features this week. One from Instagram on Monday and one from Twitter on Wednesday, who – yes – already owns the nearly identical Periscope. (TBD on whether or not this means RIP there). With brands just starting to warm up to Facebook Live, this is a clear sign that demand for authentic video moments is only increasing – from both platforms and consumers. Read about the latest Instagram updates here on Adweek.
  • On that note, Instagram seems to be making a lot of changes lately. One more being the testing of new shoppable posts, as announced on Social Media Today. While it’s not a new idea, brands and social media sites haven’t quite cracked the code on on-platform buying. Stay tuned to see if this one is different.
  • E-commerce, elevated. Last week, Amazon successfully completed its first fully autonomous delivery, taking only 13 minutes from the time the order was placed until it was received – well under the guaranteed 30 minutes. This is just the beginning of drone delivery, but it could mean a huge shift in how (and how quickly) brands deliver their products to consumers in the future. Read more on Marketing Land.
  • Ikea’s latest campaign is an ode to solution-based marketing and a genius SEO hack. They’ve recreated their retail site and renamed all their products to be frequently Googled relationship problems. So now, when you type in “My Husband Snores,” a 3-drawer daybed shows up with a solution you can buy on the spot. Watch the video spot on Thrillist.
  • Click fraud and bot traffic cost marketers more than $7.2 billion last year and – as a recent article by Ad Age reported – that number doesn’t seem to be decreasing. As fraudsters get increasingly sophisticated, we are likely to see attribution fraud pop up in conversations again, too. Right now, solutions are limited but we can look forward to stricter ad fraud regulation in 2017.
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