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Digital Marketing Download: Twitter Introduces Fabric for Mobile App Development, and More

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Question: What does it take to get noticed in digital marketing?

A) A special toolset for developers
B) A special partner program
C) A bunch of little girls spouting off curse words

Check out our latest digital marketing download to find out what digital marketing stories grabbed our attention this week:

Twitter introduces Fabric, a toolset for easier mobile app development
This week during Flight, Twitter’s first mobile developer conference, CEO Dick Costolo announced Fabric. This new toolset aims to make it easier for mobile developers to build applications on Twitter and make money from those applications.

Hootsuite announces global agency partner program
Hootsuite is looking to nurture relationships with agencies. The social media tool’s new Global Agency Partner Program, announced on Wednesday, includes resources that “help agencies education account teams and stay on the leading edge of social media though tailored workshops, access to industry leaders and enhances support…and client delivery model of large agencies” according to Yahoo! Finance.

FCKH8′s ‘F-Bombs for Feminism’ ad pulled from YouTube
After being pulled from YouTube for violating terms of service on Wednesday, latest campaign from t-shirt company FCKH8 has been reinstated. The f-bomb filled video was also briefly pulled from Vimeo.

Interested in using social media to get your brand noticed? Email Lindsey Gropper to find out how BLASTmedia can help. 

Apple Pay News

Apple Pay Changes the World of E-Commerce

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When you think of Apple, e-commerce and payments probably aren’t the first thing to come to mind. But now, with Apple’s recent announcement of Apple Pay during their unveiling of the iPhone 6 and iPhone 6 Plus, Apple is taking the e-commerce world by storm. Apple could be changing the scene on how businesses accept payments in the not-so-distant future. In fact, Apple Pay is now accepted at major retailers such as McDonalds, Bloomingdales, and Macy’s, and using the system is simple and quick, taking only mere seconds.

Businesses and the media are still working to navigate the adoption of Apple Pay, but everyone seems to agree that we are witnessing the next step in e-commerce - a world where no wallet is necessary. While adding a new payment system might seem like quite a feat, client Stitch Labs believes that if anyone can make the adoption happen, it’s Apple.

“Smaller retailers will be reluctant to add the technology because of the low adoption and the fact that the systems needing to be installed cost between $300 and $500 dollars per device to install,” said Jake Gasaway of Stitch Labs. “The technology only exists on the newest Apple devices, so the pool of users will be rather small. With all that said, Apple has a history of taking existing technology and making it more relevant in ways that others couldn’t.”

As they say, Rome wasn’t built in a day, and utilizing a new payment structure will take years to mold for each consumer. Small businesses might also be slower than major retailers to respond with proper technology, but Apple is banking that with new regulations that would require United States-based credit cards to contain a special chip, making them more secure. Sooner or later, we believe there will wide adoption.

At BLASTmedia, we’re inclined to think Gasaway is right, even if the news currently indicates that consumers have been generally slow to respond. But hey, it’s only been a day!

Curious about how you can set up Apple Pay? Check out this handy article from Yahoo! Tech.

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The Anti-Facebook: 4 Things You Should Know About Ello’s Ad-Free Social Network

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Ello has been covered by just about everyone from PR Daily to Gizmodo over the last month or so. Some are even calling the invitation-only social network the “anti-Facebook” and with good reason: Ello takes aim at Facebook, and their use of ads, by name in the website’s FAQs.

So if Ello is a social network, but isn’t Facebook, what is it? Taken from its extensive FAQ, here are four things you should know about Ello:

  1. Instead of ads, Ello plans to introduce features you, as the user, can pay for. Ello’s big differentiator is that the platform will remain ad free. So how are they planning to make money? The social network has plans to begin offering optional paid features later this year. Ello’s founders imagine the “Ello Feature Store” as similar to Apple’s App Store or Google Play.
  2.  You can still find ads on Ello. Ello doesn’t control what people post, so long as they follow the social network’s imposed rules, and will soon support embedded content from YouTube. As a result, YouTube in-stream ads may play on Ello as a result of videos being shared by users.
  3. Companies can join Ello. Although Ello is currently invitation-only—you can request an invite though the Ello homepage or someone who is a current member can invite you. And, according to Ello’s FAQs, companies are welcome to join.
  4. Ello doesn’t have an app. Unlike recently introduced social networks like Snapchat, Ello doesn’t have a mobile app. The site can be accessed and managed by desktop or  mobile browser.

Ello’s ad-free model has a lot of doubters, especially as the site stands in comparison to Facebook—maybe a lesson learned from the last social network thought to be a “Facebook Killer,” 2011’s Google+—but how the website will evolve is yet to be seen.

What do you think the future looks like for Ello? Is this the next big social media site? Tweet us @BLASTmedia and let us know your thoughts. 

Digital Marketing Download: Facebook’s Safety Check, New Digital Subscription Services, and Google+ Polls

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When will Facebook use it’s location services for good? Why can’t I get HBO Go without cable? What is Google+ actually good for? If you’ve ever asked yourself these questions, this week’s digital marketing download is for you:

  • Facebook’s new “Safety Check” lets friends know you’re okay after a major disaster. Unveiled this week in Japan, Facebook’s latest new feature, Safety Check, uses the city listed in your profile, your last location if you’d opted in to Nearby Friends, and the city where you’re using the Internet to determine your location when a disaster strikes. If you are thought to be in the area of the disaster, the feature then sends a push notification asking if you are okay. According to Facebook, “If you’re safe, you can select “I’m Safe” and a notification and News Feed story will be generated with your update.”
  • CBS and HBO announce digital subscription services. This week, HBO announced that in 2015 the premium cable channel with offer a digital service without a cable subscription. Only a day later, CBS announced the launch of “CBS All Access,” a digital subscription service that will feature both live streaming and on demand content. As more content becomes available outside of the traditional TV viewing experience, we’ll be on the lookout for more changes in the online video advertising space.

 

Get the latest Digital Marketing Download every week, follow BLASTmedia on Instagram

3 Ways to Leverage User-Generated Content

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user-generated content

Agencies and brands across the world are quickly learning that the most compelling (and cost efficient) way to collect content is straight from the source. That’s why user-generated content – stories, photos, and videos produced by end-users and consumers – has become immensely popular among brand managers, social media executives, and content marketers alike. But once it’s procured, what do you do with UGC? We’ve got three ideas that will get your wheels turning.

  • Populate your product pages. In an effort to fill website product pages with keyword-rich copy, it can be easy to overlook the inclusion of one of the most valuable pieces of UGC there is: the product review. Whether good, bad, or ugly (that’s another conversation), the incorporation of unique, detailed product reviews on your website is invaluable when it comes to consumer education, but especially search engine optimization. Because comments on a website are indeed content, search engines like Google will evaluate them for long and short-tail keywords, which will in-turn increase the ranking of your website for certain searches. Furthermore, first-hand product reviews allow potential purchasers to better understand the product’s functionality versus jargon-packed verbiage. The end result? Higher conversion rates at a lower cost.

UGC STAT:  51% of millennials say consumer opinions found on a company’s website have a greater impact on purchase decisions than recommendations from family and friends.

  • Create compelling ad copy. Seeing is believing when it comes to customer buy in, which is exactly why lots of brands are beginning to incorporate consumer quotes and peer photography directly into their advertisements across the digital space. As Social Media Today put it, adding user-generated content into your ad efforts helps to provide “social proof” for consumers. Basically, it helps them realize that “if someone else uses this product and likes it, then I will probably like it too.” Over time, this will eliminate the need for a second opinion prior to product purchase – a win-win for both consumers and marketers.

UGC STAT: Online consumer reviews are the second most trusted form of advertising with 70% of global consumers surveyed online indicating they trust this platform.

  • Increase engagement on social media. For social media managers that want to create an engaging community online, interactive and genuine material is a must. It encourages product use, empowers buyers to share, and allows consumers to feel like their stories are being heard – all of which add up to create a successful social media campaign. Take for example T-Mobile’s Breakup Letter campaign, which asked users to write a custom break up letter to their carrier and share it via Facebook, Twitter, or Google+. When all was said and done, over 80,000 T-Mobile branded breakup letters were posted to social media – a smashing success.

UGC STAT: On YouTube, user-generated content get 10 times more views than brand-owned content.

Want advice on wrangling your customer base to share compelling stories via social media? Contact Lindsey Groepper and ask how an integrated marketing campaign can change your brand for good. 

Chart-Topping Client Successes

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We live up to our promise of tackling and executing targeted, campaign-based strategies and tactics. As a result, our clients have seen huge successes across all marketing platforms, from digital advertising and social media, to public relations. Intrigued? Check out our recent “chart-topping” client successes:

Interested in taking your company or product to gold, or even platinum? Client successes come in all forms. Email Lindsey Groepper to find out how BLASTmedia can provide you with measurable results!

Digital Marketing Download: Facebook’s Local Awareness Ads, Twitter Sues the Government and Google Primer

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A new survey by Piper Jaffray showing the increasing popularity of Instagram and decreasing use of Facebook among teenagers might have been a popular topic among major news outlets, but it wasn’t the most surprising thing happing in digital marketing this week. Have 15 seconds? Here are three things happening in digital marketing right now that you might not have seen coming.

 

This week in #DigitalMarketing: New #Facebook ad targeting, Twitter vs. the U.S. government, and #Google’s new #app for startups.

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This week Facebook introduced a new local awareness ads feature, designed to drive local business awareness. According to Facebook, “with local awareness ads, businesses can quickly and easily find new customers by showing ads to groups of people who are near that business’s neighborhood.”


On Tuesday, Twitter took legal action with the goal of providing more transparency for users. The lawsuit alleges that the U.S. government’s regulations of what Twitter can and can’t publish about national security related surveillance violates its First Amendment rights. 
Google introduced an iPhone app this called Primer. The app, which according to TechCrunch is “aimed at teaching startups the fundamentals of marketing – with a Google spin, of course” is free to download on iTunes.

 

Want to make sure you get the latest digital marketing download every week? Make sure to follow BLASTmedia on Instagram

5 Ways Cookies are the Referees of the Ad Game

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5 ways cookies are the refs of the ad game

Fall is here, and attention spans are disappearing faster than the leaves as they fold into ten second play increments. As the season pushes forward, game outcomes are more and more commonly disputed – often as the result of a “bad call.” Referees shoulder a great deal of responsibility, interpreting every move on the field and every rule to ensure the game runs smoothly. In this way, the referee closely resembles the tracking cookie. Storing the important data like minutes of game play (or minutes on site) they follow your position up and down the field (or through your web browser). Successful referees on the field and on the web interpret data and behavior to bring audiences an experience with maximum entertainment and minimal annoyance. What else can refs teach us about cookies in advertising?

1. They’re impartial
Despite the occasional slip up, a good referee is unbiased. The jersey on a player’s back and the name scrawled across it are merely secondary to the action on the field. The same is true of browsing behavior. Cookies don’t need to know a name any more than the football needs to know what mascot dances upon the sideline. While privacy is a serious matter, retargeting cookies on main advertising platforms are disallowed from collecting personally identifiable information (PII). The cookie, much like the referee, holds the power to manipulate a lot of information – but thanks to protocols, Peter Parker, and a fan base ready to revolt at the slightest hint of falsity, we know that power comes checked with great responsibility.

2. They pay attention to every move
Have you ever browsed a website, only to find it shadowing you all over the web later on? How does your internet browser know you still haven’t ordered tickets to Sunday’s game? And why is that Fantasy Football website you’d never heard of until last week suddenly everywhere? As comedic great Jerry Seinfeld once said, “Look to the cookie!” The cookie isn’t out to tackle, stalk, or to poke holes in privacy. Nay, the cookie is there to measure, to follow the position on the field – or in the purchase funnel. Well placed retargeting campaigns shouldn’t feel like a crazed fan trying to get past security, but rather should exist as a referee – assisting in the background.

3. If it’s controversial, they’ll replay
Whether it’s a forgotten item in a digital shopping cart, a long visit duration on a website, or an incomplete form fill, cookies will take notice. They watch as browsers penetrate the consumer red zone and cross over the final yard line, and take serious note when it appears the ball may have been dropped. Replaying the experience with a secondary digital ad, often inclusive of a discounting nudge, is a great way to ensure pass completion. Recent studies even suggest this may be a key offensive strategy for upcoming holiday ads, as an average of 98% of shopping website traffic doesn’t convert on the first visit.

4. When they get it wrong, you hate them
Ad refs exist to enhance your experience with relevant and timely information. Poorly executed ads are plentiful, whether they misidentified your team (by way subpar targeting) or made a lackluster judgment (by insisting upon a purchase). A bad call will incite annoyance so prevailing audiences will turn on refs, players, and fellow spectators alike in a terrifying and uncalled for Steve-Bartman-like rage. A bad call will turn consumers against brands, products, and cookies altogether. Avoid common mistakes such as excessive frequency, un-tailored content, and unmonitored targeting (such as including users who have already made a purchase, or filed a complaint form).

5. When they get it right, you don’t even notice them
A successful strategy will include well-defined parameters which make the content a win for both viewer and advertiser. These campaigns analyze behaviors, tailor content, and segment audiences. When retargeting campaigns are successful and follow the rules, much like a referee, you will not notice their existence. They will fade into the sidelines as you focus on the beautiful game before you.

 

While terminology and collection methods will evolve over time (with up-and-coming systems like ID based tracking in Facebook’s Atlas platform), basic principles of anonymous data collection are here to stay. Learning how to use tracking responsibly could be key to reaching sales and lead goals, but should also be beneficial and unobtrusive to browsers. It is time to tackle the digital landscape, without blitzing the browsers.

Could your digital advertising strategy benefit from a referee? Get in touch to learn more.

BLASTblog_Twitterfabric

Twitter Fabric Will Attempt To Make Nice With Angered App Developers

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Back in the day, utilizing third party apps was a highly popular way to utilize Twitter due to features and functionality that Twitter proper (Twitter.com – desktop version) did not provide to users. With monetization of the platform on the rise over the last few years, Twitter stirred its direction in a way that angered many third party apps by frequently cutting off access to its API after a policy change. How does Twitter propose making nice? According to Mashable.com, Twitter will reportedly launch a new app development platform known as ‘Twitter Fabric’ in an effort to mend these broken relationships.

Twitter Fabric will provide tools to streamline the process of third party app developers in creating Twitter-friendly apps. By winning over these developers, Twitter will take steps to gaining headway against competitors such as Google and Facebook in their quest for the collection of mobile data for advertising purposes.

One feature of Twitter Fabric that has peaked my interest is a tool known as ‘Digits.’ This will allow developers to sign up new users by using a telephone number. It has been reported that Twitter has been working with wireless carriers throughout the world to tap into text messaging systems.

With the value of mobile data on the rise it only makes sense for Twitter to offer an olive branch to app developers that have expressed their unhappiness with the company’s third party app policy shift. As a marketer, the availability of having mobile data is essential to making a well thought-out strategic recommendation for clients.  While Twitter Fabric seems as though it will start to fill in some of the gaps in their revenue channels, it will be interesting to see the acceptance of those app developers Twitter upset in years past.

Digital Marketing Download: Twitter’s Fabric, Retroactive Product Placement, and Facebook’s Real Name Policy

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Your weekly dose of 15-second digital marketing goodness, brought to you by BLASTmedia.

Twitter to launch new app development platform, Fabric 

In order to keep the peace with third-party apps after cutting off access to its API, Twitter plans to launch a new app development platform call Fabric. Twitter would like to collect more mobile data from users by embedding in more mobile apps. If Fabric is launched, Twitter sees this as a variable option to obtain this information.

Universal Music Group & Mirriad announce retroactive product placement

Universal Music Group (the world’s largest record label) is teaming up with UK tech firm, Mirriad, and Havas, a multinational advertising agency, to provide its artists with a new revenue stream: ads in videos after they’re shot. Here’s how it works: Mirriad’s digital product placement technology scans existing videos to identify blank surfaces to insert advertisements or products. Then, Havas inserts their clients, such as Dish TV, Grand Marnier and Coca-Cola, in retroactive ads in Universal artists’ music videos airing on TV, online and mobile.

Facebook changes ‘real name’ policy & apologizes to LGBT community

Outrage spurred after multiple Bay Area-based drag performers had their Facebook accounts shut down for using aliases as opposed to “real names.” After refusing to back down on the policy once due to security purposes, the social network eventually gave in and now allows for user to create profiles under any “authentic name” that they choose. Facebook has since apologized to those affected, as well as the entire LGBT community.

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