Sep 8, 20165 min read

Marketing Day: Google buys Apigee, LinkedIn adds conversion tracking & more

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:

Facebook makes it easier for brands to cross-post videos produced by publishers Sep 8, 2016 by Tim Peterson

Facebook Pages can now give other Pages permission to cross-post their videos without those other Pages needing to upload the video to Facebook themselves.

Should you still be using an SEO enterprise platform? Sep 8, 2016 by Ian Bowden

Enterprise search software can provide powerful insights and management capabilities, but do you really need it? Columnist Ian Bowden discusses the most common features of these platforms and why you might (or might not) want to invest in them.

SEO Six Sigma: 5 ways to scale your enterprise operation Sep 8, 2016 by Jim Yu Need to improve your SEO processes for scalability? Columnist Jim Yu shows how the Six Sigma framework can help.
Google buys API management firm Apigee Sep 8, 2016 by Barry Levine The purchase adds to Google’s cloud-based toolset so marketing and other tools can work together.
How the 15 top cross-channel campaign management providers stack up Sep 8, 2016 by Digital Marketing Depot In this 26-criteria evaluation of cross-channel campaign management (CCCM) providers, Forrester identified the 15 most significant ones — this report shows how each provider measures up.
Segment can now combine all Facebook Ads & Google AdWords data for layered, automated reporting Sep 8, 2016 by Ginny Marvin The new tool facilitates campaign spend and performance monitoring in a single dashboard, and data can be layered with other sources like Salesforce, Stripe and Zendesk for a deeper understanding of campaign outcomes.
Email marketing in the age of social media Sep 8, 2016 by Scott Heimes Which is better: email or social? Columnist Scott Heimes explains why it doesn’t have to be one or the other; your email marketing and social media efforts should go hand in hand.
The 7 pillars of a healthy marketing organization, according to the CMO of GE Healthcare Digital Sep 8, 2016 by Nadine Dietz & Erica Seidel CMO Justin Steinman shares how he hires and organizes his team — along with his take on the most revealing interview question you can ask prospective new hires — in this Q&A with contributors Nadine Dietz and Erica Seidel.
LinkedIn conversion tracking is here! 4 things you need to know Sep 8, 2016 by Sahil Jain On the heels of LinkedIn’s conversion tracking announcement, columnist Sahil Jain outlines what you need to know to help you use it to better understand your campaign performance.
2 ways word clouds help you optimize Sep 8, 2016 by Brian Massey Don’t ignore what’s truly important to your visitors. Columnist Brian Massey walks you through two ways to use words clouds with transcripts to help you understand your customers’ input and know what they value.
Here Media VP has job he always wanted, leading marketing for LGBT media company Sep 8, 2016 by Amy Gesenhues Get to Know: Here Media’s Vice President of Marketing, Robert Hebert
LinkedIn’s new conversion tracking will break down purchases, sign-ups by audience segment Sep 8, 2016 by Tim Peterson Conversion tracking is “table stakes,” said LinkedIn’s Russ Glass, but the company’s differentiator is measuring conversions against its audience segments.
Apple introduces jackless iPhone 7 with improved camera, and waterproof Watch Sep 7, 2016 by Greg Sterling Apple offered no real surprises during its keynote, but some solid upgrades that will drive sales for the company.
Sizmek hopes to redefine DCOs with its newest creative tool Sep 7, 2016 by Barry Levine The company envisions a new kind of Dynamic Creative Optimization that balances automation and control for creating programmatically-served ads.