Apr 21, 20174 min read

Marketing Day: Display ad spend, Amazon sellers report & Google Home

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:

Nearly 80 percent of US display ad spend will be programmatic in 2017 [eMarketer] Apr 21, 2017 by Ginny Marvin Private marketplaces continue to gain share of programmatic transactions.
Preparing for local reach in a ‘post-rank’ world, Part 2: Create content for local research Apr 21, 2017 by Megan Hannay Columnist Megan Hannay takes a look at why big brands need to create in-depth local content to boost local reach, even in a world of “instant answers.”
Survey: Almost one-third of Amazon sellers plan to expand to Walmart.com this year Apr 21, 2017 by Amy Gesenhues According to Feedvisor’s “State of the Amazon Marketplace 2017” report, nearly half of Amazon sellers sell almost exclusively on Amazon.
SEO & intelligent content: Discovery, connection and improved performance Apr 21, 2017 by Jim Yu Jim Yu explains how search data can be used to better understand your customers, allowing you to create targeted, “intelligent” content that will really move the needle.
2017 SEM growth hacks: Monster growth from brand protection Apr 21, 2017 by Lori Weiman Are your competitors bidding on your branded terms and driving up your CPCs? If so, what can you do? In part 1 of her multi-part series on brand protection, columnist Lori Weiman provides some advice on how to make your brand terms work for you, even when the competition is fierce.
Using a social management platform: What you need to know Apr 21, 2017 by Justin Freid Is a social management tool right for your business? Columnist Justin Freid outlines the benefits and drawbacks of these tools so that you can make an informed decision.
One Google Home device can now support up to six separate users Apr 21, 2017 by Greg Sterling The new feature, which rolls out today, enables multiple users to access personalized content.
Facebook’s F8: Everything you need to know [Podcast] Apr 21, 2017 by Matt McGee Our crew is back from F8, and we talk about the biggest news, the most under-the-radar news and more from Facebook’s annual developer event.
People: The Achilles’ heel of online marketers Apr 21, 2017 by Aden Andrus A lot of marketers are good at numbers, but their Achilles’ heel is getting to know their audience. Contributor Aden Andrus shares some tactics to help you gain insight into your customers’ motivations.
Digital advertising’s perverse incentives Apr 21, 2017 by Peter Minnium Contributor Peter Minnium explains how selecting the wrong metrics in digital advertising can lead to “perverse incentives.” To succeed, marketers need to know the metrics that matter.
Bizible launches ‘first B2B revenue planning tool based on attribution’ Apr 21, 2017 by Barry Levine The Revenue Planner is the firm’s first product beyond attribution tools.
Marketo acquires sales engagement tool ToutApp Apr 21, 2017 by Barry Levine The acquisition overlaps with some of Marketo’s capabilities but signals a greater effort to bring sales and marketing departments together.
Hands on with Facebook’s AR Studio to create Snapchat-like camera effects Apr 21, 2017 by Tim Peterson Facebook has made a Mac app to let developers create Snapchat-style camera effects. Here’s how it works.
Google Analytics 360 & the Move to Enterprise Analytics Apr 20, 2017 by Digital Marketing Depot As a digital marketer, odds are that you rely on digital analytics as a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting the most out of your analytics platform?