Aug 30, 20165 min read

Marketing Day: Facebook Offers, Twitter video ads & Apple’s EU tax woes

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:

Kontakt’s product releases point to a new phase of beacon evolution Aug 30, 2016 by Barry Levine

Its new ecosystem adds lightweight card beacons, IFTTT, light and motion sensors, long battery life, NFC and RFID to iBeacon/Eddystone beacons.

How to launch your employee advocacy program Aug 30, 2016 by Digital Marketing Depot Employee Advocacy has emerged as a go-to strategy thanks to companies like Salesforce, Humana, Vodafone,IBM, and hundreds of others across the globe who are pioneering the way with successful programs.
Test points to likely influence of click-through rate on search rankings Aug 30, 2016 by Brian Patterson Columnist Brian Patterson shares the results of a click-through rate test performed on one of the test websites he maintains.
Facebook is trying to make its coupon product, Offers, a bigger deal Aug 30, 2016 by Tim Peterson Facebook will now let people save offers to a new Offers tab, remind them when one is about to expire and give brands more control over who can use them.
Twitter floats better revenue split for creators’ YouTube, Facebook videos Aug 30, 2016 by Tim Peterson Twitter offers creators 70% of the revenue from ads against their videos, but will advertisers pay more for those ads than on YouTube or Facebook?
3 ways social intelligence shapes hospitality marketing Aug 30, 2016 by John Donnelly III Columnist John Donnelly discusses the role that social media plays in travelers’ planning, experience and evaluation and explains how hotel marketers can use this channel to better serve guests.
Hitting blind spots on the way to gold? Olympics ads remind marketers to sweat the data details Aug 30, 2016 by Joshua Reynolds Columnist Joshua Reynolds takes a look at McDonald’s ad strategy during the Games, how Panera Bread moved in on the fast-food giant’s blind spot and what marketers can learn from the outcome.
All-you-can-eat data deal coming to a programmatic market near you Aug 30, 2016 by Melody Gambino As big data continues to grow by leaps and bounds, columnist Melody Gambino discusses the future of programmatic and data deals, and why high-quality data is the key to success.
EU says Apple owes more than $14.5B in back taxes that Ireland must now collect Aug 30, 2016 by Greg Sterling EC investigation finds that Apple paid an effective tax rate of less than 1 percent for roughly a decade.

Report: Apple to be assessed “billions” in unpaid European back taxes Aug 29, 2016 by Greg Sterling The precise figures are under wraps but will be released later this week.
Google Analytics launches Workspaces for enterprise-level tag management Aug 29, 2016 by Matt McGee Users will also notice a slight rebrand, as Google Analytics changes its name to Google Analytics Solutions.