• Three Facebook Ad Technologies Quietly Changing the Game
    I remember the first time I walked into Facebook's offices, years ago. I was met with a sign that said, "Done is better than perfect." The sign was there to remind employees that progress isn't about finding absolute clarity first, then taking the perfect steps forward. It's about moving in the right direction and finding footing faster than the competition. The thing that always impresses me about Facebook, however, is how well it both charges ahead and doubles back to improve things it's already done. One side effect of the forward progress and simultaneous, iterative improvement, however, is that keeping ...
  • What Pinterest Has That No Other Platform Offers: Future-Planning Consumers
    When I was starting my career in marketing. I cut my teeth on the agency side, not in the world of marketing technology I live in now. To start a project, the creative directors I worked with were fond of "mood-boarding," which meant assembling a set of images and pieces of text that felt appropriately thematic for the brand we were working on. Mood-boarding was about evoking a unique style. When you had little to work with, mood boards were the best way to start planning. Later, when Pinterest came along, I saw something I recognized. Pinterest was a space ...
  • Time To Get Moving: Future Of Social Content Anything But Static
    The social media landscape is shifting -- and, by shifting, I mean moving. Assuming you're one of the 2 billion-or-so people eMarketer is now estimating will visit Facebook, Twitter, Pinterest, Instagram or another social media site this year, you've likely seen something that didn't exist just a few years ago: videos, animated GIFs, cinemagraphs and even ads that "play" only while you're scrolling. Motion has arrived in the social feeds, almost universally.
  • Predictions: What Facebook's Foray into Publishing Means for Advertisers
    Last week, Facebook took a major leap into the world of publishing, partnering with BuzzFeed, The New York Times, National Geographic and six other publications. Facebook is transforming (at least in small part) from a social directory for in-depth articles into a destination for them. All the new "Instant Articles" these publishers post on Facebook will be hosted natively in the Facebook mobile app. This end-to-end control for Facebook promises a great experience for users. It seems users and publishers are poised to win big. But what does this mean for the advertising community?
  • Six Ways To Get Employees To Share Company Content
    There are many great ways to involve employees in your social media strategy. Of course one of the best is to ask them to share company content with their networks, since every employee share, like and tweet will be coming from a trusted source about your brand. Here are six ideas to get employees to share relevant content.
  • Wish You Were Here: How To Boost Your Brand's Local Relevance On Facebook
    The battle to own the "location graph" is in full swing. Google's investment in mapping every business, street and landmark on the earth has been well-documented. Location factors heavily into search results, thus the immense pressure for businesses to invest behind their physical locations and stake their claim on the search map. Similarly, many have tried to corner the location graph on the social Web
  • End Of Twitter's Firehose Is Just Beginning For Innovation
    Twitter recently announced that it is ending third-party agreements for the resale of its Firehose data: the full, unfiltered stream of tweets available from the service. Many people have expressed concern that this move will directly affect third-party data resellers, and that the Firehose consolidation will be bad for Twitter in the long run. The announcement has also spawned a deluge of doomsday headlines about the death of innovation. #Pfft.
  • Marketing Technology Should Help You Win, Not Defeat You
    There is an undeniable tide forcing the rapid progression of digital marketing into the world of advanced, science-based processes. It's not enough to have a hunch that your marketing activities are working. In the new digital landscape, you have to know not only whether or not you are moving the needle --but also how you made it move. This is a strange foreign land for many of the right-brained marketers of the world.
  • Social Media's Route To Retail Revolution: Personalize The Shopping Experience
    Last week, an Amazon.com patent application surfaced, offering the world a glimpse into the future of in-store shopping. The filing described an intelligent, connected storefront in which shoppers are identified through facial recognition and other sensors when they walk in. The store monitors items taken from shelves, as well as prices. Bills are automatically paid upon exit through on-file payment instruments. The system would presumably be smart enough to tell that you decided to put that chocolate milk back and opt instead for water. The funny thing about this futuristic picture of brick-and-mortar, where data are gathered and applied throughout ...
  • Three Major Ways Pinterest's $11 Billion Valuation Might Change Your Social Media Strategy
    What was once a place to collect or "pin" wedding inspirations, get-fit tips and home entertaining ideas to niche "boards" has become the next big way to target female consumers. The social networking site Pinterest recently raised $367 million, making it one of the most valued startups in the world. With a valuation of $11 billion, it's safe to say this is not your mother's scrapbook. Pinterest is said to be using the recent investment to expand its reach internationally (40% of its base is outside of the U.S.), and develop its advertising offerings. So how will all this affect ...
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