Marketing Day: Aetna’s CMO, Openprise’s Data Marketplace & LinkedIn analytics

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

1. New research shows Hispanic millennial shoppers are ‘a driving force’ of US economy Aug 14, 2017 by Amy Gesenhues Insights on mobile and social usage trends among this growing demographic.

2. Disclosure and transparency: The agency/client relationship twins Aug 14, 2017 by Steve Cameron Do your clients know what you’re doing with their accounts? Contributor Steve Cameron lays out why transparency is vital to building and maintaining trust with your clients.

3. Search marketers save $400 on SMX East until this Saturday! Aug 14, 2017 by Marketing Land Your search for actionable SEM and SEO tactics stops here. Join thousands of marketers at the largest search marketing conference on the East Coast — Search Engine Land’s SMX East, October 24–26, 2017, in New York City.

4. Breaking news: When AMP goes through the roof Aug 14, 2017 by Barb Palser Columnist Barb Palser says many big news stories are now consumed primarily in AMP format.

5. Why great creative is more important than ever Aug 14, 2017 by Karen Steele In the age of martech and the “Engagement Economy,” it’s easy to put creativity on the back burner. Columnist Karen Steele explains why that’s a mistake and why you need both art and science for effective marketing.

6. Aetna’s CMO: Our future is becoming ‘your care partner, not just paying claims’ Aug 14, 2017 by Barry Levine As brands enter this new phase of digital transformation, their redefinition of customer experience can also help redefine themselves.

7. Engagio CEO: The one-to-one relationship is the key driver behind marketing’s evolution Aug 14, 2017 by Barry Levine Jon Miller, who also co-founded Marketo, thinks customer data/campaign orchestration tools are coalescing, while interaction ones keep multiplying.

8. 3 strategies for keeping your marketing job in the age of AI Aug 14, 2017 by Barry Levine Tools powered by artificial intelligence don’t care whether they replace you. So, here are three spaces they can’t fill — at least not for a while.

9. It’s not just hype: Real changes to consumer behavior are driving adoption of data-driven creative Aug 14, 2017 by John Nardone Contributor John Nardone takes a look at how consumer behavior has changed in the age of smartphones and multitasking and explains why data-driven creative is essential to reach this new, distracted consumer.

10. Openprise moves into third-party data with launch of Data Marketplace Aug 14, 2017 by Barry Levine This new endeavor allows its clients to ‘change a data provider in or out as easily as changing a pair of socks.’

11. LinkedIn adds analytics, audience management & media buying solutions to its partner program Aug 14, 2017 by Ginny Marvin API integrations with 19 new partners are aimed at helping marketers more easily manage and track LinkedIn campaigns.

12. P&G slashed its digital ad spend & nothing bad happened: 5 ways ad tech is responding Aug 14, 2017 by Ginny Marvin Procter & Gamble’s results further highlighted problems in programmatic and the digital advertising supply chain. Various initiatives are underway in the advertising technology industry to address these problems and keep ad budgets coming their way.

Online Marketing News From Around The Web:

Business Issues

1. Google buys Seattle health monitoring startup Senosis, bolstering digital health push, GeekWire

2. How Baidu Will Win China’s AI Race – and, Maybe, the World’s, WIRED

3. What the Google Controversy Misses: The Business Case for Diversity, Wall Street Journal

Content Marketing

1. 7 Free Online Productivity Tools for Content Writers, Movable Ink Blog

2. How Effective is Content Marketing, As Shown Through Stats, Search Engine People

3. New Controls and Capabilities for Branded Content Marketers, Facebook Business

E-Commerce

1. 3 new Amazon tools for brands, Practical Ecommerce

2. Blending Ecommerce and Customer Experience With Twinings Tea, CMS Wire

3. Global Ecommerce: Massive Opportunities for Borderfree Ecommerce, Shopify Plus

Email Marketing

1. Back-to-school emails: Where we’ve been and where we’re going, My Emma

2. How to Create Content Subscribers Actually Want in Their Inboxes, Constant Contact

General Internet Marketing

1. ‘We’re paying for the mistakes’: Publishers say brand-safety fears have unfair consequences, Digiday

2. Headlines That Make Readers Click: 6 Ways to Engage, MarketingProfs

3. How Marketers Get Marketing All Wrong, Content Marketing Institute

Internet Marketing Industry

1. Report: Up to 25 Percent of E-Commerce Sessions Hijacked by Digital Malware, Business Wire

2. Trustworthy Accountability Group Accelerates Global Growth with 350+ Registration Applications, Up, PR Newswire

MarTech

1. 8 Ways Intelligent Marketers Use Artificial Intelligence, Content Marketing Institute

2. Marketing + Technology + Management – Hype = MarTech, Chief Marketing Technologist

3. The Future of Content: Process, Modularity and AI, CMS Wire

Mobile/Local Marketing

1. Facebook Covertly Launches Mobile App in China, Wall Street Journal

2. How Push Notifications Can Increase User Engagement (With Examples), Kiss Metrics

3. What Is Amazon AppStream 2.0 and Why Might Your Business Need It?, Small Biz Trends

Social Media

1. Facebook is rolling out a Trending News section on mobile, now with its own link, TechCrunch

2. Is LinkedIn the King of B2B Social Selling Platforms?, Social Media Explorer

3. Understanding plandids – the under-the-radar pose that’s taking over Instagram, Mic.com

Video

1. How to Integrate Facebook Messenger Bots With Facebook Live, Social Media Examiner

2. Out-Stream Video Is the Newest Driver of Programmatic Growth in Asia-Pacific, eMarketer

3. YouTube is testing live viewer counts on mobile, Engadget