Influencer marketing could use some soul searching, a recent survey points out. “The Global State of Influencer Marketing in 2019” [free, registration required], the first such report from social listening platform Talkwalker, queried more than 800 marketing, PR and other digital professionals worldwide through an online form. It showed influencer marketing has a growing fan base among marketers, who are also wary of its pitfalls. Fyre, Payless, Lil Miquela. Recent pitfalls have included the role of influencers in propelling the Frye music festival fiasco in 2017, the duping of fashion influencers in Payless’ fake luxury shoe store event, and the suit against influencer Luke Sabbat for accepting a $60,000 marketing contract to promote Snapchat Spectacles — and then failing to do so. And that’s not even mentioning the bots whose auto-liking and auto-commenting boost the reputation of selected influencers, or the completely AI/computer-generated influencers, like Lil Miquela. These kinds..
From Singular Marketing intelligence platform Singular has added a new capability to its platform that is designed to determine a complete return-on-investment (ROI) by combining cross-channel attribution with cross-channel marketing spend. Since its founding in 2014, the San Francisco-based company has offered attribution and ROI, but in device-specific silos, beginning with its origins in mobile. But the new Cross-Platform and Cross-Device ROI Analytics capability on its existing Marketing Intelligence Platform, CEO Gadi Eliashiv said in an interview, now connects attribution, spend and ROI across channels, giving a more complete view of an ad’s impact. An example of the different approach. In the past, Singular said, a brand might run a Facebook ad on desktop at a cost-per-acquisition (CPA) of $50. Suppose a user clicked on the ad, went to the website of clothing retailer StitchFix on desktop, and made a $100 purchase on that site. A month later, let’s say, the same person saw a Goo..
A screenshot from Pullstring’s Converse software. Siri could be getting a boost, following Friday’s report that Apple has acquired voice tech startup PullString. The report by online news publication Axios did not specify deal terms, although it did indicate the price was about $30 million, plus about $10 million in potential earnouts by PullString executives. Apple has not confirmed the purchase. At first, talking toys. Started in 2011 by ex-Pixar employees, including former Pixar CTO Oren Jacob, the startup was originally called ToyTalk. Its initial projects were focused on in-character interactive voice tech for such toys as Hello Barbie and Thomas the Tank Engine, and a chatbot for Call of Duty’s Lt. Reyes. In September of 2016, it released its Author platform so that marketers could create their own text-based chatbots, and in December it added the ability to create voice-based skills for Amazon’s Alexa. In the fall of 2017, PullString launched a platform that was completely orien..
Measurement firm Kochava is out Friday with a method of deterministic attribution for mobile web advertising. Essentially, GM Grant Cohen said in an interview, Kochava can now link its mobile web cookies with its mobile app device IDs, to definitively track a given user’s action in an ad inside a mobile browser that leads to an app install or other app-based activity. “Stay in our lanes.” Previously, he said, the company’s attribution “had to stay in our lanes.” That is, user activity inside a mobile app can be tracked via a mobile device ID — that is, through the device’s Apple IDFA (Identity for Advertisers) or Android GAID (Google Advertising ID). They are not usually available for tracking ads in mobile web, and they are considered “deterministic,” because the ID lets the device be specifically and definitively identified. So, in that “lane,” Kochava can track in-app ad activity. On the mobile web, a Kochava-tracked ad can generate a cookie from Kochava’s own domain. Cookies have a..
To secure a mortgage, prospective homeowners need to prove their creditworthiness and financial health with a strong FICO score. A FICO score is the three-digit number based on one’s credit reports that help creditors assess how likely one can repay debt. E-commerce could learn a thing or two about ratings to determine one’s success — especially working with Amazon. The retailer’s sheer size and volume make it an e-commerce platform like no other that we have ever seen. What’s more, no one brand or company has created the ideal formula to sell their products on Amazon. My team has measured the successes and failures of hundreds of SKUs/brands and have realized that by amplifying specific components of one’s Amazon strategy, a brand or manufacturer can achieve unforeseen gains. The sum of the parts is greater than the wholeAccording to industry reports, global e-commerce will reach $4.5 trillion by 2021. What’s more, Mary Meeker’s latest Internet Trends Report cited that 49 percent of p..
Amazon Moment’s console rewards platform. Amazon has launched Amazon Moments, a cross-platform solution that allows marketers to create cost-per-action (CPA) loyalty campaigns to be made available via a brand’s app or website. Delivered as an API, the platform lets marketers create campaigns aimed at driving a specific action and, based on the user completing the action, deliver customer rewards in the form of digital and physical products available on Amazon. How it works. The Amazon Moments API offers a self-service tool where marketers can define a specific action they want a user to take on their website or app, and then choose an Amazon product or reward that will be delivered once the action is completed. For example, Amazon explains, if a fitness app developer knew that users who complete 30 workouts during a given time period are more likely to spend money on the app, it could incentivize users by giving them a reward for accomplishing this action. The Amazon Moments API lets ..
Looking to improve ROI? Searching for the right marketing technology? Or to meet others who have overcome the challenges of modern marketing? The MarTech® Conference is designed for you, the senior decision-maker working at the intersection of marketing, technology, and management. Here are 8 reasons you should join us April 3-5 in San Jose: 1. Get solutions to complex challenges. MarTech delivers the strategies you need to overcome everyday marketing obstacles. Whether you’re struggling to see results from your martech investments, unsure of how to leverage A.I., or need to overhaul your marketing ops team… we’ve got you covered. Senior-level marketers from the world’s leading brands are eager to share their experiences and insights on what’s worked (and what hasn’t). See the complete agenda. 2. Validate your initiatives. Knowing you’re on the right path can be difficult. The case studies and playbooks presented at MarTech will confirm what you know and help make your case back at the..
London-based affiliate marketing network Skimlinks is out with what it says is the first automated affiliate link platform for AMP. AMP, or Accelerated Mobile Pages, is an open-source initiative from Google that creates stripped-down HTML pages, so they will load more quickly on mobile devices than regular mobile web pages. Previously, manual construction. A publisher’s AMP pages previously could contain money-making affiliate links, Skimlinks VP of Marketing Jean-Christophe Gombeaud said in an interview, but they had to be manually constructed in order for the publisher to earn a referral fee. In other words, a publisher’s AMP page could contain a brief review of a new camera, as well as a link to a retailer selling that camera. But, if the publisher wanted to receive a referral fee when a reader clicked that link and bought the camera — assuming the retailer participated in an affiliate program — then a tag would have to be manually inserted on the link. Automated referral fees. Now,..
IBM’s Watson, a celebrity among AI systems following his champion-winning stint on the TV show Jeopardy!, is now coming to a cloud near you. On Tuesday, the company announced that Watson software will now be made available to any cloud, vendor or other business. Any environment. Previously, Watson was primarily running on IBM’s cloud services. Now the Watson services can run in any environment — any cloud, multiple clouds, on-premises or hybrid combo. The capabilities include IBM Watson Studio for building and training machine learning, Watson OpenScale platform for managing multiple instances of AI regardless of where they originated, Watson Assistant for building conversational interfaces and Watson Assistant Discovery Extension for recognizing patterns in unstructured data. Watson is made available outside of IBM’s cloud through the IBM Cloud Private for Data, an open architecture for AI that includes application-building capabilities. Business Automation Intelligence. “The flexibil..
For the first time, a brand leader will sit on the Interactive Advertising Bureau (IAB) board of directors, the industry trade group announced Sunday at its annual leadership meeting. Jesse Horwitz, co-founder and co-CEO of contact lens subscription company Hubble, is the first representative of a brand to be elected to the board. Up to now, the organization’s board has represented a perspective from just about every quarter of the digital marketing landscape, including publishers, platforms, data management and tech. “I am excited to welcome this key group of innovators who are redefining how brands engage with their customers to join our efforts to grow the interactive media and marketing industry,” said Randall Rothenberg, CEO of IAB. “We look forward to working and learning together inside the IAB.” Why this mattersIAB, which provides analysis and perspective on a wide variety of issues facing digital marketing, has taken a deep dive over the past year into how direct-to-consumer (..