Robi Ganguly describes the top five mistakes that marketers make when designing and building a mobile app. Most are obvious, but the list serves as an important reminder of the misconceptions. It also provides alternative suggestions. For example, building an app and ignoring consumers and devices they most likely use means throwing good money into a bad idea because the app will not be used. Ganguly suggests building an app with a two-way communication feature to ensure the company always remains connected with consumers by supporting retention, ratings, reviews and research. Read the article here.

Search marketplace Trada said Wednesday that it partnered with Tipalti to streamline compliance and optimize global payment processes through tools like PayPal and ACH channels. The software as a service offering allows Trada to eliminate manual data entry and check-signing tasks while automating tax and payment reconciliation functions.

Alma Whitten, Google's top privacy advisory, has stepped down after three years on the job, according to Forbes. She was named to the post in October 2010, poached from Yahoo. Google is still dealing with some pretty heavy issues that the next "privacy expert" will undertake. Forbes reports that Whitten will retire.

Producing content that site visitors can use isn't always easy. Marketers need to know their audience first to determine what they need. Neil Patel serves up a few questions that marketers should ask and answer before creating tons of content, such as what are the top problems of the consumers coming to the site, and how the products can solve them. Make sure it's easy for site visitors to determine how the products work and the results that consumers can expect to receive. That's the easy part. Patel also suggests that marketers determine whether the content builds trust, educates existing …

It happened by accident. Jeff Allen turned 300,000 keywords into 7.4 million unique bids through an effect known as bid multipliers based on the geotargets, dayparting and device-based bid multipliers. He warns about using the new bid multiplier in Google AdWords and tells us how it happened and what to do to prevent it from happening to you. Read the article here.

NPG (New Power Generation) Records, the 20-year-old record label owned by Prince, served Twitter DMCA a copyright complaint for content that was published using the Vine video platform it acquired earlier this year, reports The Next Web. The request -- sent March 22, 2013 -- includes links to the Vine clips in the letter and no longer lead to playable videos. A search on the Web site Chilling Effects -- the source of the notices -- shows no other offenses on Vine since the beginning of the year, but the social site told The Next Web it wasn't the first.

Marketplace ads, Sponsored Stories, Facebook Exchange and retargeting: it's getting a bit complicated to advertise on Facebook with numerous options. What ads should search marketers use, and when should they use them? Lauren Vacarello explains the various types of Facebook ads and takes us through the steps showing how to get started. Read the article here.

Brands are missing a great opportunity to connect with consumers on weekends, as mobile use continues to rise. A infographic from Linchpin tells us only 19% of brands tweet on Twitter during Saturday and Sunday, although engagement rates rise 17%. Some 78% of engagement with brands' tweets are retweets, and 92% of engagement with brands' tweets are link clicks, and 22% of engagement with a brand's tweets are replies. Read the article here.

A feature in Google Gmail that launched Sunday allows users to click on "Compose" to open a smaller window at the bottom of the email page screen without leaving the main page. Users also can reply to or forward messages in a similar way. Google said it allows people to check their email while typing, see the format option only when needed and compose two messages simultaneously. Read the article here.

YouTube's April Fool's prank offers just enough unrealistic possibility to convince people it will really happen. Google said the company is based on an 8-year-long contest. When the winner is chosen the site will shut down. The video shows cameos by YouTube celebrities like Matt Harding, iJustine, kids from "Charlie Bit My Finger" and "Evolution of Dance" guy. The winner gets an MP3 player that clips to the sleeve and a $500 stipend to tackle the next video project.