Bing Ads advertisers will have had roughly 10 months to test running standard text ads (STAs) against the new, longer expanded text ad (ETA) format before the clock runs out for STAs. Bing Ads has announced it will no longer support STA creation or editing as of July 31, 2017. (Source: Search Engine Land)
In the past several weeks, a number of companies have introduced performance-based mobile ad models that track visitors into stores and charge marketers for those visits: xAd, Retale, Blis and Placed (the verifier in two cases). (Source: MARTECH TODAY)
Facebook announced an update to its news feed algorithm that penalizes links to web pages that it considers of low quality. Rolling out “over the coming months,” per Facebook, the update will curtail the reach of organic posts containing these links and block ads linking to these pages from being approved in the first place. (Source: Marketing Land)
With the new premium video content, Twitter wants the users to enjoy more video content and help the publishers generate more revenue. For all the marketers out there with the video content gaining more popularity, now is the best time to make the best use of it and engage users through premium video content. (Source: Logicserve Digital)
MomentFeed is bringing social, mobile and location together with a combined social media offering that enables paid-media buying across Snapchat, Facebook and Instragram. The company is focused primarily on multi-location brands that sell offline, including retailers, restaurant chains and franchised businesses. (Source: MARTECH TODAY)
AdWords users will notice a new alert in their accounts notifying them of changes to Enhanced CPC bidding. AdWords will now automatically adjust ECPCs “to fully account for differences in conversion rates across dimensions like audience and location.” (Source: Search Engine Land)
They say change is the only constant thing. The phrase perfectly applies to the marketing, in the current dynamic and ever increasing competition scenario, the marketers from around the world are always looking to adopt a new marketing strategy that gives them an upper hand over others. (Source: Logicserve Digital)
Snapchat has announced a new set of features as the company looks to stand up in the face of rising competition from Facebook. The new options include unlimited Snap viewing time, emoji drawing and ‘Magic Eraser’ tools and video looping, while Snapchat’s creative tools have also been shifted within the app. (Source: Social Media Today)
Microsoft wants to make AI available to all developers through its “intelligent cloud” and accessible to devices at the “intelligent edge.” At its Build developer conference in Seattle this morning, the company explained its vision, which is organized around the interaction of the cloud, data and devices. (Source: Marketing Land)
LinkedIn is the default social network to connect with business professionals – but it’s advertising platform hasn’t always been the first choice for marketers. That being said, recent updates to the platform are truly exciting for B2B marketing professionals. (Source: Social Media Today)
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Expert Opinion
Q. What is the most important metric a brand should take into consideration while drawing consumer insight to digital amplification?
The most important metric to be considered is the consumer, not just in digital marketing but any marketing for that matter. One must see the larger impact of various metrics on the brand as an outcome. Among many metrics available ‘Share of Influence’ is crucial. It gives an in-depth consumer understanding. Currently, with influencer marketing at its peak, it is essential that brands watch how 
they are being perceived by their consumers and build their communication and digital strategies accordingly.
Consumer insight becomes the core reason for establishing a communication tone. If the brand wants the consumers to stay loyal, irrespective of the platforms, they will have to invest in the experience i.e. analysing the share of influence over others such as share of voice, sentiment, impressions, etc. A report by Gartner predicts that by 2018, above 50% of the organisations will redirect investments towards customer experience innovations.
One of the key benefits of being on the digital platform is that it provides enough data about the customer footprint that can be monitored to provide customised solutions. A PwC report states that by 2020, the demand for an omni-channel consumer experience will be amplified due to the need of perfect execution to ensure maximum ROI. With Omni-channel targeting it becomes further important to ensure that the consumer has a seamless experience so that s\he constantly engages with the brand. Hence, any targeting without taking into account share of influence will not lead to the desired outcome of consumer engagement in the longer run.
–Molly Kapoor, Head – Marketing of one of the India’s Leading Mutual Funds
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Digitirati Nights – Getting your digital strategy right!
On 11th May’17, we organised ‘Digitirati Nights’ in partnership with IAMAI. The event was a platform for knowledge exchange on various aspects of digital marketing such as building consumer model, moving from siloed channels to cross-channel and other aspects that play a vital role in digital marketing.
The discussion covered facets from the importance of focussing on customer experience irrespective of the marketing channels to how digital enables brands to tightly monitor consumer footprints. Each speaker shared what worked for their brands and how they are using digital to tap into consumer needs at different levels in the funnel. You can check the list of speakers here .
Stay tuned for more insights from the event!
