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This week, he top digital marketing trends; CMO tenure falls; ad blocking developments; Yahoo downsizes and its CEO wants more time; Facebook is changing the face of news; Twitter is getting back on track; Uber has some challenges; a major survey of digital habits; tying value to the customer experience; the big speech at SXSW; the history of pessimism; the Zignal Labs chart of the week, our weekly trivia challenge, podcast pick and more.
Virtually everything you need in business intelligence. If you’re on Flipboard, you can get these links — and additional ones — by subscribing to The Full Monty Magazine at smonty.co/fullmontymag.
If you're around at 9:30 pm ET on Sunday evenings, you can get a preview of a couple of topics from the week's via the live video on Facebook. If not, you can always catch the replay here:
- Upcoming speaking engagements include the YouToo Conference at Kent State University on Friday April 8, 2016.
- Digital marketing continues to evolve; here are the top five digital marketing trends that communicators and marketers must master. These include post-digital thinking, and influencer management. Go figure! Two of the services that my consultancy provides.
- The average tenure for chief marketing officers fell to 44 months as of 2015, down from 48 months in the prior year.
- The top priority for the B2B digital marketing industry is understanding the customer buying journey.
- When it comes to social media marketing, it’s not what you say but how you say it. Of course, we already knew that.
- The New York Times is testing different approaches to ad blocking that include prompting a whitelisting of the site or signing up for a digital subscription. At the same time, the Opera browser is adding a built-in ad blocker. The day of reckoning is coming for the ad industry. There need to be some serious changes that go beyond fighting the ad blockers.
- Mic, the Millennial-focused news site, has acquired Hyper, a mobile video curation app. Millennials, video and curation — this is what you call a trifecta of trends.
- Dos Equis' the World's Most Interesting Man is being retired. His only regret is not knowing what regret feels like.
- Digital ad spending will surpass that of television by next year. And by 2020, TV's share of ad spending will drop below one-third.
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Some of the results are going to really surprise you.
- Google is experimenting with a feature that allows celebrities and businesses to create short Tumblr-style posts in their search results. This development could allow for more contextual search results with more personality. It's akin to having blog posts appear in searches.
- Google search now has Desitnations, which allows you to plan your travel, explore cities and book flights. It's not a separate site, but is built into travel search results.
- The founder of 4chan has joined Google to help revive the flagging Google+ platform. Interesting choice.
- The beleagured Yahoo is killing off a number of sites including Games, Livetext, Build Your Own Search Service (BOSS) and some regional sites.
- And their plan for raising more revenue is evidently to charge Flickr users $5.99 a month for the Autuploadr tool.
- Meanwhile, Marissa Mayer is pleading for another three years to turn Yahoo around. She has a plan. It'll work this time. Really.
- There are fundamental changes to the journalism industry that have taken place over the last five years. Publishers no longer control the distribution. That's right, Facebook is eating the world. It's the end of the news as we know it.
- With so many updates flowing through it at any given time, Facebook is in a position to predict trends. So it's working on a software tool that predicts new slang before it goes mainstream. We guess you could say that Facebook is on fleek. Unless on fleek is past it's prime. Then we'll let Facebook tell us what it is.
- Facebook acquired video selfie starup Masquerade, which does filters and face-swaps, which makes is sound a lot like Snapchat. If you can't buy them, beat them.
- You'll soon be able to disable all of those notifications of live videos. Just don't disable mine!
- The streaming rights for Thursday Night Football may go to Facebook. So NFL may stand for National Facebook League. Are you ready for some Facebook?
- You can now hail a Lyft from Facebook Messenger. Expect more services to be integrated with Messenger. We've seen it play out in China already with WeChat.
- There's a team at Snapchat working on smart glasses. Virtual reality is the future.
- When it comes to marketers, Snapchat is anything but straightforward. Here's a balanced look at using Snapchat for marketing purposes. Can't we master what we're already using and avoid the temptation to advertise on yet another platform?
- The controversial "Yelp for people" app Peeple has launched. Brace yourselves.
Trivia question: Who beat a grandmaster of the board game Go this week? *
Collaborative / Autonomous Economy
- The Collaborative Economy market has grown to include new applications in Reputation and Data, Worker Support, Mobility Services, and the Beauty Sector. It's the Honeycomb 3.0.
- Lyft ridership has increased 500% in New York City, due to price cuts as well as increased marketing, promotions, ad buys and staff.
- Meanwhile, the data on Uber's sexual assault complaints are damning. In one screenshot, a search query for “sexual assault” returns 6,160 Uber customer support tickets. A search for “rape” returns 5,827 individual tickets. Other variations of the terms yield similarly high returns: A search for “assaulted” shows 3,524 tickets, while “sexually assaulted” returns 382 results. It may be time to open Facebook Messenger and call a Lyft.
- Uber has some legislative issues in Florida. So it's mobilizing Uber users to pressure the Florida state senate.
- And to overcome opposition in France, Uber is launching an ad campaign to soften its image.
- General Motors is acquiring Cruise, an autonomous technology company. This follows the acquisition of the assets of Sidecar and a $500 million investment in Lyft. GM is becoming an autonomous vehicle and ride-sharing powerhouse.
- Meanwhile, Ford is seeking a CEO of its mobility unit from the Silicon Valley tech industry.
- Edison Research and Triton Digital have released Infinite Dial 2016, the latest entry in the longest-running survey of digital media habits of Americans. Some highlights:
- Monthly podcast listening has increased YoY from 17% to 21%.
- In-home ownership of over-the-air radio receivers has dropped from 96% in 2008 to just 79% this year.
- On-demand video subscriptions are held by 51% of Americans.
- Facebook remains the most used of all social networks among all ages at 64%, but the 12-24 year-olds prefer Snapchat by 72% to Facebook by 68%.
- Podcast Recommendation of the Week. This week's recommendation comes to us from Tracy Darchini: The James Altucher Show. James Altucher is a successful entrepreneur, investor, board member, and the writer of 11 books. He interviews guests on what motivates them as entrepreneurs. Do you have a podcast recommendation for us? Add yours to our Google Sheet: smonty.co/yourpodcasts
Content / Customer Experience
- When it comes to sponsored content, even freelance journalists need to consider the ethical implications.
- A majority of professional marketing content fails to have an impact; but is it a quality over quantity issue? Listen in for a riveting discussion on the silver lining in the bad news about content marketing.
- With the need to be on every platform, you have an omnichannel strategy. But there may be something missing from your strategy — namely a thorough, realistic understanding of the customer experience.
- Three ways that marketers can improve the customer experience include looking for points of friction, place innovation over iteration and rethink what success means for the customer experience.
- And ultimately, you should be linking your customer experience to value to make a measurable impact to your business.
- If you want a good customer experience, supermarkets lead the way. Publix, H-E-B, Save-a-Lot, Kroger and Wegmans are in the top 7. At the bottom of the pack are mostly health plans. We thought more airlines and cable companies would have appeared there.
Privacy / Security / Legal
- Apple claims that the US government intended to smear the company in the privacy fight over the San Bernardino shooter's iPhone.
- In case you wondered where President Obama stood on the issue, he sides with the FBI, indicating “there needs to be a way to get in somehow.”
- Meanwhile, WhatsApp's encryption is slowing government efforts to obtain information. The battle over security, encryption and privacy of data is just beginning.
- And in the UK, the government is trying to pass a law that will force internet companies and technology providers to build security flaws into their systems to allow law enforcement to access data.
- The first known ransomware attack on Apple's Mac computers was thwarted before too much damage could be done. But it still shows there's reason for concern among Macs, which were previously thought to be impervious to attack.
- It was a mere typo that stopped a hacker from gaining a billion dollars. Yes, spelling and grammar still matter.
Measurement / Metrics / Data
- Video is a dominant form of storytelling and marketing. Therefore, it's essential to understand how to calculate the ROI of video content.
- Are you getting pressure to measure Facebook's new Reactions? Don't fall for it. Stay strong and measure what matters.
- Dark traffic is where there is an unknown source of traffice to a website. The Guardian has an analytics tool that can unlock some of the secrets of dark traffic.
Chart of the Week
Brought to you by Zignal Labs, a realtime, cross media analytics platform (also a client of Scott Monty Strategies).
With SXSW taking place this weekend (SXSW Interactive began last Thursday) and President Obama's appearance there, it should be no surprise that his speech became a trending topic. On Sunday evening, the top stories were still focused on his remarks about privacy and security.
If you're at SXSW in Austin on Tuesday, you can join Zignal Labs for breakfast tacos and a tour of their Command Center. Tell them I sent you.
* Answer to the trivia question above:
- Lee Se-dol, a Go grandmaster and 18-time world champion, was defeated 3 games to 1 by AlphaGo, the artificial intelligence system created by Google's DeepMind division. Go Grandmaster would be a great rapper name.
When You Have the Time: Essential Watching / Listening / Reading
- If you're still suffering the after effects of a short weekend due to Daylight Saving Time, there's no end in sight for you. We're not likely to rid ourselves of it any time soon.
- Equally as worrying: six hours of sleep may be as bad as none at all. I'm in big trouble.
- Are you new to public speaking? Christopher Penn has advice on how to prepare for your first speech.
- With so much information at our fingertips, it's easy to become overwhelmed. There's actually value in ignoring everything.
- Similarly, if you want to get over writer's block, you might want to learn to do creative work of any kind.
- While we may find natural skeptics of virtual reality, autonomous vehicles, artificial intelligence or other cutting edge technologies, there's a great history of pessimism.
- It's a strange number and one that we were taught in school factored into calculating the area of a circle, but it's woven into structural engineering, air travel, oceanography, and much of life around us. On Pi Day (3/14), we look at Why Pi Matters. Yes, we know this is a marketing newsletter.
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I speak to groups and advise brands and agencies to help them embrace the fundamentals of human communication in the digital age. Please get in touch if you'd like to put my experience and digital smarts to work on a project, to consult with your group, or to address an audience at your next corporate or industry event.