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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 Marketing Land and other places across the web.

Amy Gesenhues on February 11, 2016 at 4:05 pm | Reading time: 8 minutes

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.