Marketing Day: The ad tech evolution, College Ave CMO on personalization & more

Here’s our recap of what happened in online marketing today, as reported on MarTech and other places across the web.

From Marketing Land:

• The Election: More searchers, more opportunities
  Jun 23, 2016 by John Cosley
  Columnist John Cosley of Bing discusses how advertisers can leverage election searches for paid search wins.
• Ad tech evolution continues with Avid Media’s new DSP for native content only
  Jun 23, 2016 by Barry Levine
  And supply-side platform Pubmatic expands with a private marketplace for guaranteed sales.
• Where Instagram and Facebook advertising converge and where they differ
  Jun 23, 2016 by Brad O’Brien
  Can your Facebook successes be replicated on Instagram? Columnist Brad O’Brien takes a look at the similarities and differences between the two platforms and what it all means to marketers.
• Back to basics: Why you need to stop stressing over backlinks
  Jun 23, 2016 by Kyla Becker
  Fishing for backlinks is like fishing for compliments: the sincerity will always be questionable. Read backlink veteran Kyla Becker’s perspective on why we need to step away from backlinks and get back to basics.
• A CMO’s View: How College Ave uses personalization to connect with customers
  Jun 23, 2016 by Amy Gesenhues
  CMO Jennifer Astle is leveraging her retail marketing background to bring a more personalized customer experience to the banking industry.
• Customer experience in the age of disloyalty
  Jun 23, 2016 by Blaise Lucey
  In the age of the aggregator, the brand is irrelevant. Columnist Blaise Lucey says it’s all about the customer experience and creating compelling content that’s relevant to your audience.
• How to reduce the risk of getting email blacklisted
  Jun 23, 2016 by Scott Heimes
  How do you avoid getting on the dreaded blacklist? There’s no stop-gap solution, but columnist Scott Heimes outlines some best practices to help your emails reach inboxes.
• Keen IO releases “analytics-as-a-service” for apps, sites, and devices
  Jun 23, 2016 by Barry Levine
  Called Native Analytics, it provides a white-label, customizable solution for real-time analytics and visualization.
• YouTube opens online version of its Brand Partner Program to school agencies
  Jun 23, 2016 by Tim Peterson
  YouTube is rolling out an online version of its Brand Partner Program to teach agencies video production and marketing skills in 22 languages.
• InMobi to pay nearly $1 million following FTC charges of location tracking deception
  Jun 22, 2016 by Greg Sterling
  The mobile ad platform continued to infer and capture location data on users who had not consented to use of location services.

Recent Headlines From Search Engine Land, Our Sister Site Dedicated To Search News & Information:

• Influencing with ad copy: how to truly drive action
• FAQ: All about the new Google RankBrain algorithm
• Google uses RankBrain for every search, impacts rankings of “lots” of them
• Fishing for B2B success: How to use AdWords to “land a big one”
• Why retailers shouldn’t overreact to the voice search revolution
• Key takeaways from the Google AMA: RankBrain, Panda, Penguin, bots & more
• Google has stopped using authorship completely, even for in-depth articles
• #SMX Advanced keynote: Google’s Gary Illyes talks RankBrain, Penguin update & more
• No, SEO isn’t “search engine manipulation” that Google will ban you for

Online Marketing News From Around The Web:

Affiliate Marketing

• Affiliate Marketing Done Right with Rachel Luna, www.amyporterfield.com
• Before adding affiliate links to your website, do this, raventools.com

Analytics

• 5 Tools to Measure Social Media ROI, www.socialmediaexaminer.com

Blogs & Blogging

• 4 Resources to Help You Brainstorm Ideas for Your Next Blog Post, www.convinceandconvert.com
• Should You Start Writing 3,000 Word Blog Articles?, blog.crazyegg.com

Business Issues

• Google Fiber is buying high-speed internet provider Webpass, techcrunch.com

Content Marketing

• 5 Content Marketing Tactics You’re Still Getting Wrong, www.adweek.com
• Content Marketing Metrics and Tools You Should Be Using, www.copypress.com
• Four examples of brands using an episodic content marketing strategy, econsultancy.com
• Research Tools for Developing Better Content, www.searchenginejournal.com

Conversion Optimization

• How Conversion Barriers Can Actually Improve Customer Retention, blog.kissmetrics.com
• Target the Best Prospects by Segmenting Customers, blog.marketo.com
• What Are You Doing to Transform Loyal Customers Into Brand Evangelists?, ignitevisibility.com

Copywriting, Design & Usability

• Alleviating pain points is key in optimizing the customer experience, www.mobilecommercedaily.com
• Do’s and don’ts in SEO copywriting, yoast.com
• The DAU Of Hip-Hop: Designing For Authenticity, www.smashingmagazine.com
• Tips From Special Agent Gibbs on How to Write Better Copy, www.marketingwords.com
• Why Incubation Time Makes You A Better Writer: Tips from Henneke Duistermaat, seocopywriting.com

Ecommerce

• Analyze Better: The Quick & Easy Ecommerce Efficiency Report, www.clixmarketing.com
• How Backend Code Describes an Ecommerce Business, www.practicalecommerce.com
• Opening the Doors to Interaction: How APIs Make Conversational Commerce Possible, www.martechadvisor.com
• The Top Reasons Consumers Abandon Online Shopping Carts, www.marketingprofs.com
• What ecommerce marketers should do now to prepare for the holiday season, www.internetretailer.com

Email Marketing

• 4 Ways to Humanize Your Brand with Email Marketing, movableink.com
• 7 Steps to An Effective Email Newsletter, www.verticalresponse.com
• For some publishers, email is a way to wring value out of ad blocking readers, digiday.com

General Internet Marketing

• 13 Best Marketing Strategies for Small Businesses, www.wordstream.com
• 4 Key Differences Between Customer Journeys and Campaigns, www.silverpop.com
• 5 Reasons Why Your Brand Should Have a Following, www.ducttapemarketing.com
• How to Find Influencers for B2B Online Marketing Campaigns, www.komarketingassociates.com
• Marketing Plan 101: Important Points to Remember, www.searchenginejournal.com
• Winning B2B Marketers Follow the Purchasing Power, www.cmswire.com
• Your Customers Flow From Online to Offline, So Should Your Marketing, www.cmswire.com

Internet Marketing Industry

• ConvertMedia Integrates With 11 DSP & SSP Partners, www.marketwired.com

MarTech

• Bot Or Not? Brands Need Creative And Clear Metrics Before Playing In Messaging, adexchanger.com
• Insights from the chief marketing technologist of an $18B firm, chiefmartec.com

Mobile/Local Marketing

• Is Your Content Ready for the Mobile Takeover?, contentmarketinginstitute.com
• Start Your Summer Mobile-Ready, smallbusiness.googleblog.com
• Tap into Growth of Mobile Sales, blog.cj.com

Social Media

• 2016 Facebook Awards Global Winners Announced, www.facebook.com
• 7 Costly LinkedIn Publisher Mistakes You Should Never Make, www.jeffbullas.com
• American Express Is the First Financial Institution to Make a Facebook Messenger Bot, www.adweek.com
• Despite all the challenges of ‘distributed news’, traditional brands are vital for social, econsultancy.com
• Did Facebook Just Deliver A Crushing Blow To Native Advertising?, www.fastcompany.com
• Fast-growing Instagram risks ad overload, www.internetretailer.com
• Five Things Every Marketer Can Learn from E3, www.facebook.com
• How Much Do Small Businesses Spend on Facebook Marketing? Not That Much, smallbiztrends.com
• Instagram Will Start Letting You Translate Captions, Comments and Bios, www.adweek.com
• Learn how to implement the Twitter Ads API, Twitter Blog
• Reddit Advertising: A Beginner’s Guide to the Self-Serve Platform, www.ppchero.com
• Six B2B Takeaways From Six Great Facebook Ads, www.marketingprofs.com
• Social Media IRL: Facebook Starts Attributing Unattributable Revenue, simplymeasured.com
• Social Media Tips & Tools To Post Smarter: Content Creation, www.searchenginepeople.com
• The Power of Personality on Twitter (And What Your Brand Can Steal), simplymeasured.com
• Trend report: What’s popular on Pinterest this month, blog.pinterest.com
• Twitter wants to sell its NFL ad spots for more than $50 million, www.recode.net

Video

• 6 Online Video Insights from comScore to Inform Your 2017 Media Plan, adwords.googleblog.com
• Amazon Video’s traffic is spiking, which means internet video is now dominated by three big companies, qz.com
• How to Love Facebook Live, www.adweek.com
• Online-Video Viewers Open Wallets in China, www.wsj.com
• Outstream Video Faces Trackability Challenges, adexchanger.com
• Twitter Is Bullish on Periscope as Brands Adapt to Livestreaming’s Growing Popularity, www.adweek.com
• U.S. House Democrats Livestreamed Their Gun-Control Sit-in on Periscope and Facebook, www.adweek.com
• What’s Next for Social Video?, www.adweek.com
• Why Brands Are Misusing Social Video and Losing Customers, www.convinceandconvert.com
• With ‘Picked for You,’ Instagram is now recommending videos, digiday.com