Marketing Day: Time Inc. Acquires Viant, Super Bowl Snapchat Ads & SAP Ariba CMO Interview

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 Five Pillars Of Social Marketing
  Feb 11, 2016 by Digital Marketing Depot
  From super-sensitive sentiment detection to data-driven channel charges, the technology is here to actually use social engagements in repeatable, business-building ways. To help you navigate the sea of social change, Oracle created this guide based on five pillars of social marketing: Listening, Engagement, Marketing Communications, Social Advertising and Analytics.

• Time Inc. Acquires Myspace-Owning Viant, Readies To Battle Facebook And Google
  Feb 11, 2016 by Barry Levine
  The combined entity says it now can offer access to a massive list of identified first-party customers, plus premium ad inventory.
• Wikidata 101 For SEOs
  Feb 11, 2016 by Clay Cazier
  Columnist Clay Cazier guides you through the basics of Wikidata, explaining what it is, why it matters to SEO professionals and how you can leverage it.
• Brand Bidding & PPC Optimization: The Value Of Brand Keywords (Part 2 of 8)
  Feb 11, 2016 by Lori Weiman
  Columnist Lori Weiman continues her series on brand bidding for PPC by discussing how brand terms improve the bottom line for advertisers.
• Data Extractor Diffbot Wants To Turn The Web Into The Semantic Web
  Feb 11, 2016 by Barry Levine
  Startup nabs $10 million to launch its massive structured database that “knows” about products, news, profiles, comments and other web content.
• Here Are Nine Brands That Advertised On Snapchat For The Super Bowl
  Feb 11, 2016 by Nick Cicero
  Super Bowl social activity isn’t all about Facebook and Twitter. Columnist Nick Cicero highlights some big-name brands that are making the most of Snapchat.
• MarTech Maven Scott Brinker: The Adobes And The Oracles Missed The Opportunity
  Feb 11, 2016 by Barry Levine
  As marketing tech was beginning to catch hold a few years ago, he said, there was a window to create an industry-wide platform that went beyond suites.
• The New Face Of Public Relations: Tricks And Tools Of Today’s Practitioner
  Feb 11, 2016 by Maggie Malek
  Have you tapped into the marketing prowess of your PR team? Columnist Maggie Malek explains why today’s public relations pros, along with new tools, can give your marketing strategy a leg up.
• Using Data.gov And Open Data To Develop Actionable Consumer Insights
  Feb 11, 2016 by Benjamin Spiegel
  Columnist Benjamin Spiegel explains how data.gov goes beyond traditional digital research data to bring you actionable marketing insights.
• SAP Ariba CMO Believes There’s No Function More Creative Than Marketing
  Feb 11, 2016 by Amy Gesenhues
  Get to Know SAP Ariba CMO Alicia Tillman
• Facebook Delivered Triple The Engagement Over Twitter For Branded Content In 2015 [Report]
  Feb 11, 2016 by Amy Gesenhues
  TrackMaven’s “The Content Marketing Paradox” report analyzed 75 billion social interactions around 50 million pieces of content marketing.
• Content Marketing Output Surged 35% In 2015, While Engagement Dropped 17% [Report]
  Feb 11, 2016 by Amy Gesenhues
  “The Content Marketing Paradox” report from TrackMaven found, as content marketing efforts increased, activity around content dropped.
• Only 32 Percent Of Emails Were Opened On Desktop PCs In 2015 — Report
  Feb 11, 2016 by Greg Sterling
  Apple iOS device opens exceeded all other platforms combined, according an analysis of more than six billion emails.
• Twitter’s 2016 Roadmap: Live Video Ads, Easier Replies, Expanding Moments & More
  Feb 10, 2016 by Matt McGee
  Twitter reveals several planned improvements for 2016 in the name of fixing “broken windows” and making the service more intuitive.
• Digital Body Language: Reading and Responding to Buying Behavior
  Feb 10, 2016 by Digital Marketing Depot
  Consider all the online activities your leads are doing every minute: website visits, white paper downloads and email responses. Tracking this behavior can help companies quickly identify the buyers that are “raising their hands” to show interest in their solution.
• Twitter Has $710 Million Q4, 86% Of Ad Revenues Came From Mobile
  Feb 10, 2016 by Greg Sterling
  Twitter announced Q4 earnings this afternoon and disappointed investors. Revenues of $710 million were up 48 percent versus 2014 but in line with expectations. Earnings per share of 16 cents, however, beat analyst expectations. First quarter guidance was $595 million to $610 million versus $629 million expected by analysts.

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

• Retailers: GTINs Required By May 16 For Google Product Listing Ads
• 5 Simple Strategies To Improve Your Blog’s Search Rankings
• 5 Ways To Crawl A Staging Server Before Important Site Changes Go Live (To Save SEO)
• Google To Remove Right-To-Be-Forgotten Links Worldwide, For Searchers In European Countries

Online Marketing News From Around The Web:

Affiliate Marketing

• Affiliated Marketing: CMO’s Least Mastered Area of Digital Marketing, www.amnavigator.com

Blogs & Blogging

• 5 Steps to Finding the Right Bloggers for Your Next Campaign, www.distilled.net
• Managing a growing blog: content planning, yoast.com
• What To Do About Those Tedious Blog Photos, pushingsocial.com

Business Issues

• Yahoo lays off 107 Sunnyvale employees, who will depart by April, San Francisco Chronicle
• New York Attorney General Prosecutes Fake Reviews and Validates Yelp’s Own Efforts, officialblog.yelp.com

Content Marketing

• 5 Tips to Boost Your Content Team’s Productivity, www.searchenginejournal.com
• Adaptive Content: The Way to Your Customer’s Heart, contentmarketinginstitute.com
• Bite Size Content is Fun and Easy to Digest for Readers, smallbiztrends.com
• Break Through the Clutter of Your Content, www.cmswire.com
• How to Add Suspense to Your Stories and Dramatically Improve Your Content, www.copyblogger.com
• How to Power Happy Customer Experiences With Content, www.convinceandconvert.com
• Is Content really the thing you should be concentrating on right now?, www.cornwallseo.com
• Is This the Winter of Our Dis-Content?, adage.com
• Savvy Content Promotion Strategies &Techniques, seocopywriting.com
• Why It’s Time to Standardize Native Ad Labels, contently.com

Conversion Optimization

• 13 Conversion Rate Optimization Tools Compared, www.searchenginepeople.com
• How much could you increase your site revenue by per second?, www.branded3.com

Copywriting, Design & Usability

• A Day In the Life Of An Interaction Designer, www.usertesting.com
• Improving Reviews And Testimonials Using Science-Based Design, www.smashingmagazine.com

Domaining

• Choose a Baby’s Name Based on Domain Availability, www.domaininvesting.com
• Persil.com VS PersilProClean.com Super Oops, dotweekly.com

Ecommerce

• 3 Ecommerce Trends to Implement in 2016, multichannelmerchant.com
• EBay CEO outlines turnaround plan, www.retaildive.com
• How to Attract B2B Buyers to Ecommerce, www.practicalecommerce.com
• How to Turn One-Time Holiday Shoppers into Long-Term Customers, www.martechadvisor.com
• Marketplace sellers piggyback on Amazon Prime’s popularity, Internet Retailer
• Shutterfly joins the billion-dollar ecommerce club, Internet Retailer
• The Dream of Passive Shopping Is Getting Closer, www.cmswire.com

Email Marketing

• 5 Tips to Help You Collect Your First 10,000 Email Subscribers, www.problogger.net
• BuddyPress 2.5 Will Add Customizable Emails via a New BP Email API, wptavern.com
• Build a Better Welcome Email, blog.movableink.com
• Client Newsletters: Do They Belong in Your B2B Marketing Mix?, www.komarketingassociates.com
• Emails we love: The brain science edition, myemma.com
• How to Write a Meaningful Thank You Email for Donors, blogs.constantcontact.com
• Using the Most Effective Email Approach, www.compukol.com

General Internet Marketing

• Four lesser-known subreddits every marketer should read, digiday.com
• The State of Performance Marketing: What You Need to Know for 2016, www.marketingprofs.com
• What Are the Biggest SMB Challenges in Digital Marketing?, 3qdigital.com

Internet Marketing Industry

• 3Q Digital Announces Accelerate, a New Agency Focused on Growing SMBs with Search and Social Management, www.businesswire.com
• Rocket Fuel Names Former DoubleClick and Google Executive Ben Saitz as Chief Customer Officer, rocketfuel.com

MarTech

• Will The Ad Tech Ecosystem Ever Provide A Unified Front Against Ad Fraud?, adexchanger.com

Mobile/Local Marketing

• Facebook is testing SMS integration in Messenger on Android, launches multiple account support, venturebeat.com
• Mobile advertising to get more creative to target shoppers, www.mobilecommercedaily.com
• Twitter open-sources Screengrab, a tool to automatically take screenshots on Android, venturebeat.com

Reputation Management

• Harness the Power of Google Ratings, www.wordstream.com
• How to Gain Credibility Among Millennials: Three Quick Show-and-Tell Tips, www.marketingprofs.com

Social Media

• 5 ways to increase your Tweet engagements with emojis, Twitter Blog
• 7 Tips to Spice Up Social Advertising for Valentine’s Day, www.adweek.com
• A Rant About Why Twitter’s Past Failures Make It Nearly Unfixable, techcrunch.com
• Facebook’s Instant Articles Advertising Fixes Win Over Publishers, www.wsj.com
• Five Twitter Mantras: How Not to Be Unenlightened on Social Media, www.marketingprofs.com
• How To Market Your Startup On Reddit, blog.crazyegg.com
• How to Take Full Advantage of Facebook’s Custom Conversions, blog.kissmetrics.com
• Is Facebook’s International Growth in Danger?, contently.com
• Storyful editor to join Facebook to manage journalism partnerships, www.reuters.com
• Top 10 Media Publishers for Jan. 2016: Facebook Tops Instagram for Engagement, www.adweek.com
• Tracking Twitter Ad Quality, adexchanger.com
• What Twitter’s new timeline means for retailers, www.internetretailer.com

Video

• Brands rejoice: Instagram to begin showing the number of views a video gets, digiday.com
• Google Developing Stand-Alone Virtual-Reality Headset, www.wsj.com
• Has Out-Stream Video Come Of Age?, adexchanger.com
• How To Market YouTube Videos More Effectively, smallbiztrends.com
• What 10 Years and 300 Million YouTube Views Teach Us About Great Content, www.convinceandconvert.com
• Why OK Go Went Facebook-Only With the Debut of Its Buzzy, Zero-Gravity Music Video, www.adweek.com