Marketing Day: Facebook Messenger ads, Prime Day drives Prime memberships & 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:

• 5 common mistakes made by B2B paid search novices
  Jul 11, 2017 by Pauline Jakober
  Looking to incorporate paid search into your B2B marketing mix? Columnist Pauline Jakober provides some advice for starting off on the right foot.

• B2B applications of AI in marketing: Two use cases that matter
  Jul 11, 2017 by Daniel Faggella
  Columnist Daniel Faggella predicts the ways artificial intelligence will shape the future of B2B and takes a look at two current examples of how AI is being used in marketing to improve processes and services.

• Attend MarTech at the lowest price possible. Register now!
  Jul 11, 2017 by Scott Brinker
  The excitement in today’s software driven world is in the entanglement of marketing, technology and management. And we’ll unleash the power, possibilities and passion of the marketing technology community at MarTech October 2-4 in Boston.

• On Prime Day, see how competitors are piggybacking on Amazon’s success
  Jul 11, 2017 by Matt McGee
  Amazon’s annual summer shopping event has been a boon not only for the e-commerce giant, but for online retailers in general.

• Social media pages for store locations have 5x the engagement of brand pages [Report]
  Jul 11, 2017 by Greg Sterling
  On Facebook, 25x more impressions took place on local Pages.

• Facebook expands test to show News Feed-like ads in Messenger globally
  Jul 11, 2017 by Ginny Marvin
  The sponsored message inventory is available by default for Facebook Traffic and Conversion campaign objectives.

• News media seek to wield antitrust law in negotiations with Google, Facebook
  Jul 11, 2017 by Greg Sterling
  News Media Alliance wants to collectively bargain with the big platforms to secure more ad revenue.

• Amazon Prime Day drives Prime memberships and Amazon commerce lock-in
  Jul 11, 2017 by Greg Sterling
  With 85 million members, Amazon Prime could be the most effective loyalty program ever.

• Martech 2017: The four biggest trends so far this year
  Jul 11, 2017 by Barry Levine
  What’s been happening in martech in 2017? Intelligence, Transparency, The Experience and Going Beyond Computers.

• 3 ways for marketers to get more from their content
  Jul 11, 2017 by Casey Wuestefeld
  Publishers want exclusivity, and advertisers want amplification, so what’s the solution? Contributor Casey Wuestefeld discusses how publishers and advertisers can work together to help branded content reach its full potential.

• 8 major Google ranking signals in 2017
  Jul 11, 2017 by Sponsored Content: SEO PowerSuite
  It’s no secret that Google’s ranking algorithm is made up of over 200 components, or “signals.” And while the list is impressive, it can get daunting if you’re a just regular human with 24 hours in a day. Luckily, SEO isn’t about getting every tiny thing right; it’s about getting your priorities right.

Online Marketing News From Around The Web:

Analytics

• ‘Views can happen by accident’: Publishers are thinking more about watch time – and YouTube, Digiday
• Experience as a Metric: Changing the Convert-Sation, CMS Wire

Business Issues

• Paying Professors: Inside Google’s Academic Influence Campaign, Wall Street Journal
• Snap Slips Below IPO Price Amid Doubts Over Future Growth, Bloomberg

Content Marketing

• 5 Steps to a Super-Focused, Super-Successful Content Experience, Convince and Convert
• A day in the life of… Head of Yahoo Storytellers content studio, Econsultancy
• Content Marketing in Sports & Showbiz: It Isn’t All Fun & Games, Content Marketing Institute

E-Commerce

• How to attract lots of quality online reviews to your ecommerce store, Econsultancy
• Retailers run Prime Day ‘me too’ sales, Retail Dive
• The Best Ecommerce Platforms To Sustain Your Online Startup, Jeff Bullas

Email Marketing

• Email Marketing Best Practices: 125 Marketing Resources, Constant Contact
• How an inspiring nonprofit funds hope with email marketing, My Emma
• Three Steps to Maximizing the Potential of Your Email Marketing Program, MarTech Advisor

General Internet Marketing

• What the EU’s Google Ruling Means for Brands and Content Management Providers Worldwide, eMarketer

Internet Marketing Industry

• Eyeota Expands Consumer Audience Data Offering with YouGov Partnership, Eyeota

MarTech

• Machine Learning Vs. Artificial Intelligence: Unpacking Their Histories, AdExchanger
• Survey of Brand Retailers Highlights Accelerated Adoption of AI-Powered Marketing, Street Fight

Mobile/Local Marketing

• Shazam And Waze Rethink Mobile Creative, AdExchanger
• Voice-Activated Virtual Assistants Change Shopping & Search Behavior, Media Use, MarketingProfs

Social Media

• Facebook Ads: Create Audiences of Those Who Engage on Instagram, Jon Loomer Digital
• What Is An Instagram Influencer? Definition, Examples, Lists, MediaKix
• What is LinkedIn Matched Audiences And How Can You Use It to Target Your Customers?, Small Biz Trends

Video

• How Refinery29 Owns its Lifestyle Video Presence, Tubular Insights
• How to Improve Your Facebook Videos With Facebook Video Insights, Social Media Examiner
• Is Video a Game Changer for Virtual Reality?, eMarketer

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.