Why just listen when you can watch?That’s the thinking behind a new feature that was added to YouTube Music Thursday.YouTube Premium and YouTube Music Premium subscribers who are listening to tracks on the YouTube Music application can now seamlessly switch to the videos for those tracks on the Google-owed video site, without missing a beat.When YouTube Music users are listening to a song, they will see a video button at the top of the screen, and tapping that button will enable them to toggle back-and-forth between the audio track and the video.YouTube Music product manager Brandon Bilinski said in a blog post that over 5 million official music videos have been perfectly time-matched to their respective audio tracks, adding, “When you flip from video to song, say goodbye to the other sounds that go with the music video—like those long introductions—and enjoy the song as it was intended.”
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Velcro kept the astronauts of Apollo 11 firmly fastened into their moon boots.It also latched their Omega watches to their wrists, attached their breathing tubes to their suits and served as nose scratchers inside their helmets.All told, there were 3,300 square inches of Velcro on the command and lunar modules during that 1969 mission.It’s no surprise, then, that the NASA-infused legacy brand would want to shout out its indispensable role on the moon landing’s 50-year anniversary, which Andrew Ellis, vp global marketing, called “one of the proudest chapters in the Velcro brand history.” (Also true, obviously, of human history in general.)Taking a thoroughly modern approach to a nostalgia-heavy event, Velcro partnered with indie band Walk Off the Earth for a cover of The Police’s classic hit “Walking on the Moon.”Chosen because they’re “versatile and ingenious,” Ellis says, the band members used Velcro to create sound effects for the remake, to accessorize their costumes and to affix singer Sarah Blackwood against a starry backdrop.
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In April, IBM said it was spinning off its Watson Marketing division to private equity firm Centerbridge Partners.This week, the new company announced its new name: Acoustic.The branding raises two main questions about the direction of this marketing platform, built around IBM’s Jeopardy-winning supercomputer system, Watson: the value of this new name, and the market position for this new company.In its announcement, Acoustic CEO Mark Simpson said that the new name represents the company’s attitude that “only by listening carefully to consumers can marketers make themselves heard.”IDC Research Director Gerry Murray told ClickZ via email that, while Acoustic is “all about listening,” and that can be a good foundation for a customer-centric message, they need “to be careful about slipping into the surveillance trap.”In these days of growing privacy and consent rules, he noted, there’s a big difference between listening to customers so you can respect “their intentions” — and “listening to everything all the time so you can make probabilistic guesses about engagement.”
Although marketers’ preferred advertising mediums have changed over the decades from print and radio to television and online, how they use ads to interact with consumers has remained largely unchanged.The proliferation of powerful mobile devices and apps enabled advertisers to move away from the static banner ad to more dynamic ad units.But thanks to rapid advancements in natural language processing (NLP) and machine learning that have given rise to conversational AI technologies, marketers can realize the vision of creating true two-way interactions that engage customers in brand journeys and prepare them for push-based re-engagement.Facebook’s Click-to-Messenger conversational social ad unit and Google’s AdLingo conversational display unit are two platforms marketers can leverage to create AI-powered conversational display ads that offer a customizable user experience that consumers will find much more engaging.It’s important to draw a clear distinction between posting updates and comments to the Facebook feed and Facebook Messenger.There are more users on the Feed, but Messenger can be tightly integrated into a brand’s call to action, it is less cluttered, the audience is more diverse, and more people use Messenger on mobile.
Forrester evaluated and scored the top 11 B2C commerce suites in late 2018 in their Forrester Wave report.Top contenders were commercetools, Digital River, Elastic Path Software, Episerver, IBM, Kibo Commerce, Magento, Oracle, Salesforce, SAP, and Sitecore.What made them pull ahead of the rest?The report summarizes this as “the ability to target content and products with shopper incentives across the shopper journey.”Business user empowerment, considering not just functional capabilities, but how well a platform attracts and incentivizes customers and responds to shopper demands.Content produced in collaboration with SAP.
Marin Software surveyed nearly 500 digital marketing decision makers in May and June of 2019.The survey included marketers from B2B and B2C companies, each of whom are responsible for an annual digital advertising spend of between $1-9 million (69%) and 10M-49M (31%).Paid search dominates the digital ad landscapePaid search is the clear winner when it comes to digital ad spend, with respondents indicating that paid search comprises 40% of their digital ad budgets.Other top channels include display, YouTube, Mobile/In App ads, ecommerce (Amazon), and ecommerce (other).Meeting volume and efficiency goals were cited as the top two challenges for paid search, with 29% and 28% of respondents listing these as key challenges in 2019.
When the U.S. women’s national soccer team brought home its fourth—and second consecutive—World Cup title earlier this month, the celebration couldn’t help but serve as glaring reminder of another battle the team has not yet won: the fight over equal pay.In March, all 28 members of the USWNT filed a gender discrimination lawsuit against the U.S. Soccer Federation over making less than their male counterparts.That’s despite the men’s national team not even qualifying for the World Cup last year, and women’s games generating more revenue in the U.S., according audited financial statements from the U.S. Soccer Federation obtained by the Wall Street Journal.On Sunday, Secret, the women’s deodorant brand owned by Procter & Gamble, donated $529,000 to the U.S. Women’s National Team Players Association, which translates to $23,000 for each player.The brand announced the move in a full-page New York Times ad (designed by Berlin Cameron with creative lead from Secret).Equal pay is a buzzy topic, particularly given the USWNT’s World Cup win.
Cybersecurity company Symantec discovered a Media File Jacking vulnerability affecting the Android versions of messaging applications WhatsApp and Telegram and notified the respective companies.Symantec vice president and chief technology officer for modern operating system security Yair Amit and Alon Gat, a software engineer on the company’s modern OS security team, detailed the vulnerability in a blog post.They said the vulnerability occurs during the time between when a file received via one of the affected messaging apps is written to disk and when it is loaded into the app’s user interface.If exposed, malicious attackers and cybercriminals could potentially manipulate those media files without people’s knowledge, including personal photos and videos, corporate documents, invoices and voice memos.A spokesperson for WhatsApp said the only way this vulnerability could become an issue is if a user’s device was already compromised by malware, which would affect all apps running on the device, and not just WhatsApp and Telegram.The vulnerability does not represent an issue with the security provided by end-to-end encryption, the spokesperson added, providing the following statement: “WhatsApp has looked closely at this issue and it’s similar to previous questions about mobile device storage impacting the app ecosystem.
WarnerMedia has tapped a number of veteran television executives from its ranks to lead its original programming ambitions for its upcoming streaming service, HBO Max, which will be the the home of an ambitious slate of original programming alongside all of HBO’s programming and major library titles like Friends.In a hiring announcement Thursday, WarnerMedia said that HBO Max, which is slated to debut in spring 2020, aims to target “younger adults as well as kids and families” with its original programming lineup and content acquisition plans.The announcement and the new hires signal some of the company’s original content ambitions, which Netflix and other companies are investing heavily in, in an attempt to attract new consumers to their services.Aubrey, a former television and film producer, will report directly to Kevin Reilly, HBO Max’s chief content officer and the president of TNT, TBS and truTV.Suzanna Makkos, the former evp of comedy programming and development at Fox Broadcasting, will head up the creative department for comedy and animation as evp, original comedy and animation; and Jennifer O’Connell, formerly Lionsgate’s evp and head of worldwide alternative programming, will serve as evp, original nonfiction and kids.Michael Quigley, a longtime WarnerMedia executive who oversees content acquisitions and strategy at TBS, TNT and truTV and film acquisitions at HBO, will take on HBO Max’s content acquisitions and strategy.
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The U.S. Army plans to significantly reduce the size of its marketing department, according to internal communications and statements provided by an Army representative.The civilian team handling recruitment marketing work for the Army will be less than one-third its previous size, and annual fees for the armed forces division’s new ad agency, DDB, could be significantly lower than those earned by McCann Worldgroup, which has been the Army’s agency of record for more than 12 years and recently began to wind down its work on the account.The Army now plans to rely more heavily on military personnel in its marketing efforts.Spokespeople for DDB and McCann declined to comment for this story and referred to the Army.A letter sent to all current civilian, nonmilitary employees of the Army Marketing and Research Group, or AMRG, on July 11 confirmed the staffing changes.It followed a May 30 memo in which now former Secretary of the Army Mark T. Esper announced to Army, Army National Guard and Army Reserve leaders that the AMRG as it has existed since 2013 would disband, with the Army relocating all marketing operations to Chicago by Aug. 1.
The history of television ratings is of great interest to me because—to quote Maya Angelou—”if you don’t know where you’ve come from, you don’t know where you’re going.”Market research firm The Nielsen Company, founded in 1923, is perhaps best known for its ubiquitous television ratings, but Nielsen actually started out measuring radio ratings before moving to TV in 1950.Audience shares were initially calculated using paper diaries where customers wrote down the shows they watched and when.Nielsen then used these diaries to compile statistical models that approximated viewing numbers.Of course, as technology evolved so too did audience measurements, and just as paper maps gave way to GPS, Nielsen’s strategies similarly developed.The company now forecasts ratings using a variety of television meters and set-top-boxes that remotely monitor TVs to see what shows and ads people are watching and for how long.
With an impressive household penetration of 88% in the U.K., Heinz still isn’t coasting on its brand recognition in a country where it’s known as much for soup and “beanz” as for ketchup.Heinz today launched its first “masterbrand campaign” in a decade, created by agency BBH London.The campaign will be anchored by ads celebrating three core product lines: Heinz Seriously Good Mayonnaise, Heinz Soups and Heinz Beans.“Heinz has been a staple in the lives of British consumers for generations, and we are immensely proud to have such a rich history and connection to our consumers,” says Olivia Hibbert, director of brand building at Kraft Heinz.“2019 is an exciting moment as we celebrate our 150th birthday and look to leverage our power as a food masterbrand more, reminding consumers how Heinz can help to make the everyday little moments that little bit better.Each of our ads is designed to portray real moments and represent the breadth of our products and consumers.”
Father’s Day was the hottest of Facebook IQ’s Hot Topics on Facebook and Instagram in June, and people on both platforms were also gearing up for their Fourth of July celebrations.Those two holidays dominated the holidays and events category for the month on both Facebook and Instagram.The BET Awards saw strong conversation volume on both platforms last month, but the entertainment category on Facebook was led by Jon Stewart.The sports category was dominated by the National Basketball Association, with Facebook users discussing Kevin Durant, the Los Angeles Lakers and Anthony Davis, while Durand and Klay Thompson led the way on Instagram.The U.S. Women’s National Team also performed strongly on both platforms, and Megan Rapinoe stood out on Facebook.Late Mexican actress Edith González and Queen Elizabeth led Facebook chatter in the people category in June, while Instagrammers discussed González and Prince Charles.
Email platforms have long recognized that AI can optimize opens and clicks while saving time and money.Send time optimization typically includes the option to set parameters and rules.But setting up tests, interpreting the results, and taking the appropriate action can take hours of work.To help, many email providers offer tools that apply A/B test results automatically.For example, say you set up a simple A/B test to see which subject line produces the best open rate.You establish a test group of 10 percent — 5 percent for each version.
Did you know that Instagram allows you to send photos and videos through Direct messages that will disappear after they’ve been viewed?Our guide will show you how this works.Note: These screenshots were captured in the Instagram application on iOS.Step 1: On your Instagram home screen, tap the paper airplane icon in the top-right corner of the screen to go to your Direct inbox.Note: You can also swipe from right to left on the home screen to go to the Direct inbox.Step 2: Tap the camera icon to the right of the thread you wish to send a disappearing photo or video within.
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It’s our honor to feature a new B2B sales, marketing or business leader every week with our own version of “How I Work” questions.You can catch up on everyone we’ve featured thus far in the “How I Work” series here.In this role Eric is responsible for leading a team that delivers customer-specific marketing plans and tactics, and drives acceleration marketing tactics within the NA market.Eric earned his BA and MBA from Villanova University, and for the past 12 years he has taught Marketing courses within Villanova’s MBA program as adjunct faculty.He has been a speaker at the Sirius Decisions Summit, the ITSMA Marketing Vision Conference, and the Marketing Sherpa Summit.He lives outside of Philadelphia with his wife and two children.
On July 20, 1969, the world collectively held its breath as it witnessed a historical “giant leap” for America.When Neil Armstrong and Buzz Aldrin became the first human beings to traverse the surface of the moon, they immediately became beacons of boundless possibilities and an example of what happens when one dares to dream.There was the all-too-brief shared moment of awe, where everyone took a moment to shake their personal politics to process the unequivocal achievement that took place in space.That’s what it took to unify a nation: a legendary feat that far surpassed any of their imaginations.However, the newest ad in their Drive Bigger campaign titled “A New Mission” celebrates the 50th anniversary of the historic walk.With the help of creative agency Johannes Leonardo, the minute-long short film captures the moment when the world gathered around their TV screens with bated breath as they watched history being redefined.
It's a valuable tool, but don't forget about these other (sometimes free!)Social media has created a beautiful opportunity for entrepreneurs: It’s never been easier to get your message in front of hundreds, thousands, or even millions of people.Organic reach -- that is, your ability to speak directly to the audience that chooses to follow and interact with your business -- has dwindled to almost nothing.Facebook simply doesn’t show your posts to most of your followers … unless you pay for the privilege.That’s one of the reasons why advertising inside social media has become increasingly expensive, as brands outbid each other in a competition for users’ attention.That’s not to say you should stop using digital platforms altogether.
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And we certainly don’t engage in any sorcery with enchanted mirrors, but we’ve honed our craft over nearly 20 years and we do find plenty of value in reflecting.Just a mystic or a wizard or an enchantress gathers their crystals, herbs, or sacred artifacts, you too have transcendent tools available to you.Research: The Magic Ingredient for Concocting Any Marketing StrategyAs a marketer you don’t know what you don’t know.Begin your brew with some thoughtful research.Data: Unlocking Insight to Season Your Potion
However, if you lay the groundwork with targeted and well-researched strategies, your newsletter will grow uncannily fast just like bamboo shoots.To calculate it, follow this formula:Email open rate = of people who open the email / of emails sent that didn’t bounceYou also need to know the industry standard for your vertical or sector to see how well you are doing and to help you tweak tactics to match consumer behavior in your niche.If you’re a B2B or SaaS company, set your newsletter to come from your community manager or even your CEO (if you’re a startup) so that users find a closer connection with your company.You don’t want a no-reply@brandname.com or worse, an auto-generated ID from your email service provider.
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