Apr 7, 20174 min read

Marketing Day: Facebook Instant Articles, Twitter chatbots & Taco Bell’s CMO

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:

Take the MarTech survey: Is marketing art or science? Apr 7, 2017 by Marketing Land The phrase “art and science” of marketing gets thrown around a lot. But what does it really mean? What exactly is the art part of marketing, and what is the science? Where are the boundaries between them? Do they overlap? We’d love to hear your thoughts on this subject.
Facebook adds email signup & Page Like call-to-action buttons to Instant Articles Apr 7, 2017 by Tim Peterson Facebook has also started testing buttons for people to sign up for a publisher’s digital subscription free trial and to install its app.
Scaling your content without draining your budget Apr 7, 2017 by Seth Price Columnist Seth Price discusses how to scale your content marketing efforts efficiently and cost-effectively by applying a media-based model to content creation and distribution.
What the data tells us about the death of exact match and its impact Apr 7, 2017 by Aaron Levy Following Google’s recent changes to exact match in AdWords, many search marketers were concerned about the impact on their accounts. Now that it’s been a couple weeks, columnist Aaron Levy digs through his client data to see whether advertisers’ fears have come to pass.
From the Editor’s Desk: Why we cross-post articles across our websites Apr 7, 2017 by Matt McGee In our latest column, Editor-In-Chief Matt McGee introduces Marketing Land’s new home page and explains how and why you’ll sometimes see the same headline on two of our sites.
Sticky now tracks eyes and emotions to guide your ad campaign Apr 7, 2017 by Barry Levine The new Sticky AdVantage service can analyze more kinds of ads — and provide more campaign feedback — than the company’s previous AdEmotion.
Ad tech providers are watching closely as Google fights concerns over YouTube brand safety Apr 7, 2017 by Barry Levine How will Google’s effort to keep detergent ads from appearing on Al Qaeda videos affect ad tech? The industry is taking notes.
How to rule the App Store in 2017: 5 trends to use to your advantage Apr 7, 2017 by Gilad Bechar In the fierce battle for attention in the App Store, how do you stay ahead of the competition? Contributor Gilad Bechar shares 5 trends and App Store Optimization tactics that can help you.
Is Snapchat’s bubble about to burst? Apr 7, 2017 by Laura Collins Despite all the buzz around it and a heady IPO, some industry observers are asking if Snapchat’s glory days are over. Columnist Laura Collins looks at what the future has in store for the social media network.
The Path to CMO with Taco Bell’s Marisa Thalberg [Podcast] Apr 7, 2017 by Matt McGee In this week’s show, our “Path to CMO” series continues as we visit with Taco Bell’s Marisa Thalberg to learn about her marketing career and … weddings at Taco Bell?
Twitter officially opens direct messages to chatbots Apr 7, 2017 by Tim Peterson Now any brand can create a chatbot to handle direct messages on Twitter, in the same way it would on Facebook Messenger.
5 Hottest Trends in Advanced Analytics Apr 6, 2017 by Digital Marketing Depot Marketing data is everywhere. With so many new consumer touchpoints – from chatbots, to in-store beacons and virtual assistants – the sheer variety and volume of data is exploding. Beyond your out-of-the box product dashboards, custom Excel spreadsheets, and basic data visualizations – are you really leveraging your data in meaningful ways?
In the age of RankBrain, these foundational SEO issues still matter Apr 6, 2017 by Nate Dame Search engine technology has evolved, algorithms have become more advanced, and SEO tactics and strategies have changed in response. But columnist Nate Dame believes fundamentals will still move the needle.
YouTube channels must now hit 10K views to start earning ad revenue Apr 6, 2017 by Ginny Marvin The change aims to improve brand safety measures of the YouTube Partner Program.