Marketing Day: Shopping assistants, Trueview video ad updates & Instagram Stories

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:

Compare 9 leading predictive marketing analytics vendors in this Marketing Land report Dec 8, 2016 by Digital Marketing Depot Marketing Land’s “B2B Predictive Marketing Analytics Platforms: A Marketer’s Guide” examines the market for predictive marketing analytics platforms and the considerations involved in implementation. The 35-page report reviews the growing market for predictive analytics platforms, plus the latest trends, opportunities and challenges.

More content, less traffic: part I Dec 8, 2016 by Conrad Saam It’s important to have high-quality content on your website, but columnist Conrad Saam believes that SEOs might be overdoing it.

Using shopping assistants to fill your shopping carts, online Dec 8, 2016 by Christi Olson Columnist and Microsoftie Christi Olson discusses the company’s personal shopping assistant and provides some thoughts on how marketers might adapt to this new technology.

Google restricts TrueView video ad rotation settings to “Optimize for views” only Dec 8, 2016 by Ginny Marvin Optimize for conversions and Rotate evenly options are no longer supported for TrueView ads.

New B2B analytics platform called Proof correlates sales results with marketing efforts, despite time lag Dec 8, 2016 by Barry Levine The approach is based on techniques honed over years by B2B execs.

New wave of referrer spam wrecking Google Analytics data Dec 8, 2016 by Jonathan Hochman If you’re seeing a lot of referral traffic in your Google Analytics data, you’re not alone. Contributor Jonathan Hochman explains how referral spam happens, lays out methods to combat it and suggests potential solutions for Google’s consideration.

Sales enablement tools grow up, as Forrester releases first Wave report Dec 8, 2016 by Barry Levine The new study evaluates nine tools in a marketing/sales category that, the research firm noted, barely existed a few years ago.

How Oracle Data Cloud’s CMO organized to educate customers in a complex category Dec 8, 2016 by Nadine Dietz & Erica Seidel When demand outpaces understanding, your marketers must become teachers. Oracle Data Cloud CMO Cory Treffiletti shares how in an interview with columnists Nadine Dietz and Erica Seidel.

[Podcast] Marketing Land Live #37: Inside holiday e-commerce trends with Joleen Wroten of 360pi Dec 8, 2016 by Matt McGee In this week’s podcast, we ask if online retailers are hurting themselves with too many sales, whether anyone can compete with Amazon and we look inside other holiday e-commerce trends.

How you should be leveraging native ads in 2017 Dec 8, 2016 by Brad O’Brien Columnist Brad O’Brien takes a close look at native advertising, what it means for your brand and how it can drive results at every stage of the marketing funnel.

Instagram Story links get 15–25% swipe-through rates for brands, publishers Dec 8, 2016 by Tim Peterson Vox Media’s Curbed, MeUndies, Outside and Whisper discuss their early strategies and success with linking to their sites from Instagram Stories.

Top 10 YouTube ads in November: Clash of Clans ‘Hog Rider’ ranks #1 with 29M views Dec 8, 2016 by Amy Gesenhues Last month’s top three YouTube ads generated more than 60M views – well over the 25.3 million views earned by October’s top three video ads.

Report: 91 percent would use abandoned apps again if disliked issues addressed Dec 7, 2016 by Greg Sterling Google survey also finds users have average of 35 apps, half used at least weekly.

Goal-based bidding: Aligning your SEM strategy to business goals Dec 7, 2016 by Digital Marketing Depot Last year, over one million advertisers spent more than $81.5 billion on search ads worldwide. For many enterprises, SEM is a strategically important discipline. As such, SEM requires careful alignment with display advertising and the other elements of your marketing program.