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2019年1月2日 星期三

Marketing Day: Expert marketing predictions, voice-based AI, Amazon advertising

 


 
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20 expert predictions: Here's what successful marketers will do in 2019

 

Jan 2, 2019 by Wendy Almeida

From automation, email, data, analytics, voice, augmented reality and content management – as well as PPC for large and small business – our community of contributors share their expertise to help you step up your game in 2019.

 
From Marketing Land
 
'Hey Alexa, how do I get my product visible in Amazon search in 2019?'
  Jan 2, 2019 by Brittany Page

Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results pages.

 
Want to create better experiences and brand loyalty? Lean on your data
  Jan 2, 2019 by Nick Worth

For 2019, marketers will need to increase efforts at data consolidation to allow truly effective multi-channel strategies.

 
Shopping ads for the small budget: Here's what to expect in 2019
  Jan 2, 2019 by Kirk Williams

This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced bidding strategies with Bing Ads for smaller budgets.

 
Paid social requires sharpening your blade in 2019
  Jan 2, 2019 by Susan Wenograd

Advertisers need to remember constant reevaluation of their methods is crucial in today's environment.

 
Are ad-supported tiers too much temptation for Netflix or Prime Video to resist?
  Jan 2, 2019 by Ryan Kelly

With growing competition in video streaming services, Netflix could reverse their former "no ads ever" policies. Let's look at the pressure points.

 
Digital marketing in 2019: Here's where we're headed this year
  Jan 2, 2019 by Chris Loretto

Brands that embrace emerging technologies and advertising formats – like connected TV, visual and voice search and AR advertising – will thrive in the new year.

 
10 trends in digital content for 2019: Management is vital to success
  Jan 2, 2019 by Rick Jones

Technology will transform managing and optimizing content archives from an overwhelming chore to a lucrative discovery and revitalization.

 
AI, automation and analytics: 3 critical strategies for CMOs in 2019, and beyond
  Jan 2, 2019 by Andy Betts

In the next 24 months CMOs should focus on the three 'A's of accountability to make impactful changes.

 
Email marketing trends to expect in 2019
  Jan 2, 2019 by Kyle Henderick

This year the email marketing landscape will continue to focus on personalization with a focus on quality over quantity as well as expanding loyalty programs.

 
Hacking and phishing will increase in 2019: What digital marketers need to know
  Jan 2, 2019 by Sam Bocetta

Mobile malware, coordinated digital assaults and caller ID spoofing are some of the many reasons to make security a priority in the new year.

 
Evolution of ad tech in 2019: Streaming services and content ownership
  Jan 2, 2019 by Rob Rasko

By the end of 2019, growing pains will give way to maturity in the ad market.

 
3 ways marketing AI will advance in 2019
  Jan 2, 2019 by David Dowhan

Advanced targeting and transparency will grow exponentially this year as we nurture AI to help it mature.

 
4 1/2 predictions for marketers in 2019
  Jan 2, 2019 by Ryan Phelan

Marketers must get smarter about using technology to better serve customers and increase the value you represent to them in the coming year.

 
2019 mobile marketing predictions from industry veterans
  Jan 2, 2019 by Aaron Strout

What's in store for mobile marketers in the new year? Columnist Aaron Strout asks mobile-savvy business leaders what to expect in 2019.

 
Build more emotionally engaging experiences with a personalized data strategy
  Dec 28, 2018 by Rakhi Patel

Here are three audience management strategies marketers can use to supply new and captivating content.

 
Marketing tools can be leveraged by sales teams, here's how
  Dec 28, 2018 by Lindsey Groepper

Webinars, media coverage and video are marketing tactics that can be invaluable for sales.

 
What Amazon Advertising's big 2018 advancements will mean for 2019
  Dec 28, 2018 by Ginny Marvin

The e-commerce giant's ad business continued to grow as it made significant updates to its advertising systems and capabilities.

 
Year in Review: Top 10 digital marketing expert columns of 2018
  Dec 28, 2018 by Wendy Almeida

A roundup of the most read columns from our digital marketing experts of the year.

 
Publishers using real-time data can help their bottom line, here's how
  Dec 27, 2018 by Jason Downie

It's time publishers caught up to marketers on the personalization front. These three strategies can help.

 
Fake, fake, fake: Epic tweetstorm targets marketing's metrics house of cards
  Dec 27, 2018 by Robin Kurzer

Zucker-Scharff's tweet touched a nerve, racking up more than 6,000 likes, nearly 3,000 retweets and a slew of comments and numerous sub-threads.

 
Compare 17 top SEO tools and platforms
  Dec 27, 2018 by Digital Marketing Depot

Organic search remains the most important step in the purchase funnel. But with hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, SEO has become increasingly complicated and time-consuming.

 
Alexa's stellar holiday season bodes well for smart speakers, connected technology
  Dec 27, 2018 by Robin Kurzer

Customers used Alexa to order gifts 3x more than last year and bought 'millions more Amazon devices' than they did in 2017.

 
Social media 2018 put the spotlight on data, video, Stories
  Dec 27, 2018 by Amy Gesenhues

A wrap up of this year's social media advertising highlights.

 
Ask an SMXpert: New approaches in customization can build better analytics reports
  Dec 27, 2018 by Wendy Almeida

Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused analytics reporting.

 
Instagram CPCs, CPMs drop as click-throughs continue to climb
  Dec 26, 2018 by Amy Gesenhues

AdStage's Paid Media report offers Q3 benchmark metrics for CPC, CPM and CTR across Facebook, Instagram, LinkedIn and Twitter.

 
Facebook's year of apologies (to marketers)
  Dec 26, 2018 by Amy Gesenhues

Ten notable times Facebook said — or, should have said — "We're sorry" to marketers and advertisers in 2018.

 
Merkle launches bidding platform tailored for Amazon sponsored brand ads
  Dec 24, 2018 by Ginny Marvin

The proprietary platform was developed to meet growing client demand for bidding at scale.

 
The brand storytelling genius of the Coca-Cola Santa
  Dec 24, 2018 by Peter Minnium

Learn how Coca-Cola developed an effective "partnership" with Santa Claus in a series of holiday ads that stretch through the better part of a century.

 
Online shopping revenues will reach $126 billion by December 31, says Adobe
  Dec 22, 2018 by Greg Sterling

Mobile devices have driven 58 percent of site visits and about 39 percent of purchases to date.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology
 
Advertisers: You're overpaying for inventory. Here's how I know
  Jan 2, 2019 by Steven Ohrnstein

DSPs get paid a tech fee based on the percentage of spend and therefore have zero incentive to help you spend less in their platform.

 
Year in Review: Top 10 martech columns of 2018
  Dec 27, 2018 by Wendy Almeida

Here's a roundup of the most read columns from our expert martech contributors this year.

 
5 martech predictions for 2019 that marketers should be thinking about now
  Dec 26, 2018 by Robin Kurzer

Martech will enable marketers to be even more effective in the coming year with deeper personalization, faster speeds and more precise tools.

 
How martech vendors jockeyed for position in 2018
  Dec 26, 2018 by Barry Levine

From responding to regulation to paving the way for new partnerships and technological possibilities, here's a look at the big moves marketing technology vendors made this year.


Online Marketing News From Around The Web
 
5 Content Marketing Ideas for February 2019, Practical Ecommerce
 
58% of retail sales will be influenced by digital by 2023, Retail Dive
 
Facebook's Rob Goldman: DTC brands aren't just good direct marketers, Digiday
 
How Gen Z Uses Word of Mouth, Convince & Convert
 
How We Boosted Conversions 4x by Revolutionizing the Form, Marketo
 
Move Over, Banner Ads, AdExchanger
 
New Rules for Ads That Relate to Politics in Washington State, Facebook Business
 
Sentiment Analysis in Marketing: What Are You Waiting For?, CMS Wire
 
Study: Share of US retail sales from smartphones jump 14% in Q3, Mobile Marketer
 

Become a legendary search marketer. Attend SMX West, January 30-31!

Are you looking to drive campaign success, validate your search marketing approach, and connect with the search community? Attend Search Engine Land's SMX West, January 30-31, 2019 for 30+ expert led sessions, networking, amenities, and more. Learn from the experts who know PPC, SEO, social, analytics, retail, and mobile better than anyone. You'll spend less time out of the office and gain amazing actionable tactics… we guarantee it. View rates and register today!

 

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Hillicon Valley: Apple lowers revenue outlook | Net neutrality bill dies in Congress | Netflix warns against 'Bird Box' challenge | Judge dismisses suit against tech giants over San Bernardino shooting

 
 
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Welcome to Hillicon Valley, The Hill's newsletter detailing all you need to know about the tech and cyber news from Capitol Hill to Silicon Valley.

Welcome! Follow the cyber team, Olivia Beavers (@olivia_beavers) and Jacqueline Thomsen (@jacq_thomsen), and the tech team, Harper Neidig (@hneidig).

And if you don't receive our newsletter, CLICK HERE to subscribe .

 

We're back... but the government isn't. It's day 12 of the government shutdown, meaning the Department of Homeland Security's cyber agency, CISA, has lost about 45 percent of its employees to furloughs (including its spokesperson), and – according to Inside Cybersecurity – has "ceased a variety of critical cybersecurity and infrastructure protection capabilities."

But no funding doesn't mean no news. Here's the latest in the tech and cyber worlds.

 

BREAKING – APPLE WARNS OF REVENUE SHORTFALL AMID TRADE DISPUTE: Apple CEO Tim Cook on Wednesday warned investors that the company expects to fall as much as $9 billion short of its earlier revenue target for the first fiscal quarter of 2019.

In a rare guidance revision, Cook pointed to a struggling market in China as the biggest factor for the change.

"While we anticipated some challenges in key emerging markets, we did not foresee the magnitude of the economic deceleration, particularly in Greater China," Cook wrote in a letter to investors. "In fact, most of our revenue shortfall to our guidance, and over 100 percent of our year-over-year worldwide revenue decline, occurred in Greater China across iPhone, Mac and iPad."

He added that the ongoing U.S.-China trade dispute likely played a factor.

"We believe the economic environment in China has been further impacted by rising trade tensions with the United States," he said. Read more here.

 

IS THIS A PATRIOTIC ACT THO: Netflix removed an episode of comedian Hasan Minhaj's show "Patriot Act" in Saudi Arabia after the kingdom complained it violated an anti-cybercrime law, the Financial Times reported Tuesday.

The news outlet reported that Netflix took down an episode of the streaming series that contained criticisms of Saudi Arabia and Crown Prince Mohammed bin Salman after it received a complaint from the kingdom.

"We strongly support artistic freedom worldwide and removed this episode only in Saudi Arabia after we had received a valid legal request -- and to comply with local law," a Netflix spokesperson said in a statement.

The Financial Times reported that Netflix removed the episode from its platform in Saudi Arabia last week after a request from the kingdom's Communications and Information Technology Commission. Read more here.

 

NET NEUTRALITY BILL DIES IN CONGRESS: Federal Communications Commission (FCC) Chairman Ajit Pai applauded Congress on Wednesday for not voting to overturn his repeal of the agency's Obama-era net neutrality rules.

The Senate had passed a bill in May to reinstate the open internet rules in a bipartisan vote, only to see the resolution stall in the House, which had until the end of the session to vote on it.

"I'm pleased that a strong bipartisan majority of the U.S. House of Representatives declined to reinstate heavy-handed Internet regulation," Pai said in a statement. "They did the right thing--especially considering the positive results for American consumers since the adoption of the Restoring Internet Freedom Order."

The bill to reinstate the rules rode a popular backlash against Pai's repeal of net neutrality in December. The bill surprisingly passed in the Senate after three Republicans crossed the aisle in support. Read more here.

 

JUDGE ENDS LAWSUITS AGAINST TECH GIANTS OVER MASS SHOOTING: A federal judge in California dismissed two lawsuits earlier this week that sought to hold Google and social media giants Twitter and Facebook liable for the December 2015 mass shooting that killed 14 people and wounded 22 others in San Bernardino, Calif.

The companies were accused of aiding and abetting international terrorism and providing material support to international terrorists by allowing terrorist groups to use their platforms.

The plaintiffs, which included people either injured in the attack or related to someone who was injured or killed, alleged the shooters were radicalized through social media.

But Judge Laurel Beeler, a magistrate judge on the U.S. District Court for the Northern District of California and Obama appointee, dismissed the cases, finding no connection between the attack and the defendants. Read more here.

 

INSERT 'BIRD BOX' MEME HERE: Netflix is warning the public against participating in the "'Bird Box' challenge," in which people blindfold themselves while doing activities ranging from the mundane to the absurd.

"Can't believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE," Netflix tweeted from its official account on Wednesday. "We don't know how this started, and we appreciate the love, but Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes."  

"Bird Box," Netflix's new film starring actress Sandra Bullock, portrays a post-apocalyptic world in which all humans have to wear blindfolds to avoid a force that possesses people and makes them kill themselves if they make eye contact. The people in the film are forced to rely on their other senses to move through the world.

The "Bird Box" challengers are filming themselves using elevators, walking in forests and even driving while wearing blindfolds. In one video, a toddler runs into a wall while running around with the blindfold. Read more here.

 

STEP UP TO THE PLATE: Former Obama homeland security adviser Lisa Monaco in a new interview is speaking critically of the Trump administration's place on the global stage in defeating cyber threats.

Monaco told former CIA Director Michael Morrell in an interview for CBS News's "Intelligence Matters" podcast that aired Wednesday that she would like the U.S. under President Trump to be involved in more multilateral agreements to establish norms in cyberspace, rather than just deals with one country at a time.

"I think that the focus on bilateral, to the exclusion of multilateral, agreements in the cyber realm to try and establish norms of behavior is something that is a departure from past approaches and past administrations, again, crossing the political spectrum," Monaco said.

She added that it "should not be a partisan issue," but acknowledged that there is a place for some bilateral cyber agreements, like the 2015 deal between former President Obama and China's President Xi Jinping aimed at curbing Chinese economic espionage.

"But if we do not work, if the U.S. is not leading and if the president is not leading the international community to come together to say, 'Here's a set of activities that are acceptable in cyberspace and here's what we as an international community believe ought to be outside the bounds,' -- we can't hope to isolate bad actors," Monaco said. Read more here.

 

FOILED AGAIN: A nuclear-energy project backed by Bill Gates will be put on hold due to changes in U.S. policy toward China, The Wall Street Journal reported Tuesday.

The news outlet reported that Gates, who co-founded the company TerraPower LLC, indicated he is unlikely to move forward with the effort to develop a traveling-wave reactor. The project, which has been in the works for three years, is intended to make nuclear reactors safer and less expensive.

TerraPower was unable to develop the reactor in the U.S. because of regulatory and financial restrictions, and instead established a partnership with China National Nuclear Corp. to develop a test reactor near Beijing.

The Wall Street Journal reported that the Energy Department released new rules in October and that nuclear deals with China must come with a high degree of assurance that the technology won't be used for military or other purposes. The policy, developed on national security grounds, came amid a growing trade dispute between the two countries.

 

WHILE WE WERE AWAY:

A timeline of the Mueller probe's biggest developments.

House GOP probe into FBI, DOJ comes to an end.

GOP Alabama attorney general looking into disinformation campaign targeting Roy Moore.

Amazon users increasingly turning to use Alexa over holiday season, company says.

Election agency prepares to tackle foreign interference.

 

A LIGHTER CLICK: Pronunciation is key.

 

NOTABLE LINKS FROM AROUND THE WEB:

Rise of a smart city in Kansas also puts attention on possible security vulnerabilities. (The New York Times)

Hackers threaten to dump insurance files related to 9/11 attacks. (Motherboard)

Popular weather app collects too much user data, security experts say. (Wall Street Journal)

Google's "Project Soli" radar gesture chip isn't dead, gets FCC approval. (Ars Technica)

 
 
 
 
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