As marketers, we’re on the front lines of an ever-changing industry, constantly reading up on the latest trends, news, and more. That’s why we’re bringing you a weekly content marketing round-up, giving you the week’s biggest stories and helping you stay on top of all the latest trends.
Here are the most important marketing stories this week:
Twitter is Pushing Celebrities and Publishers to Stop Using Meerkat
Nothing like some good old fashioned media drama. Meerkat appears to be making Twitter really nervous about the future of Periscope, so much so that sources say Twitter has been reaching out to Meerkat-using celebrities and asking them to stop – even threatening some media companies that it could cut off their access to Amplify. This is a showdown that we’re following closely, and it will be interesting to see who comes out on top.
Twitter for the Masses
And in some other Twitter news, according to sources the company is going to launch a new home page for logged-out visitors over the next several days. For the logged-out site visitors, which represents the majority of the 500 million monthly visitors, this new page is rumored to include a search bar, filters for popular categories, and ways for engaged users to build their own personalized feeds.
The Lexicon of Omnichannel Marketing
Marketers are famous for their jargon, especially when it comes to cross-channel, integrated, multichannel, and omnichannel marketing. Unfortunately, many marketers aren’t exactly sure how or when to use certain words. Perry Simpson of DMNews put together this brief rundown of the omnichannel marketing lexicon to clarify for those who might still be a little confused.
Publisher’s Newest Platform Darling: Kik
Kik is the newest messaging app that’s building buzz among publishers. Unlike other services, Kik only pushes content to people who have initiated conversations with brands and publishers. Kik claims its “opt-in nature has led to high user-engagement rates with them. Ten million of its 200 million users have opted in to communicate with those brands, with an average of 9.4 messages sent per conversation.” BuzzFeed, The Washington Post, and NBC News are among the big-name publishers to join the network of 60 publishers and brands that are already using the service.
Brits Stick to a Few Trusted Websites
According to new data research carried out by Carat’s Consumer Connection System, 55% of British online users stick to three well-respected media channels such as BBC, BBC online, and ITV – as well as Google and Amazon for content and purchasing. Carat surveyed 11,000 British consumers about their online media habits and also found that 41% of consumer’s trust friends and associates for website recommendations. Less surprisingly, 26% of internet users feel overwhelmed by the sheer volume of content when it comes to online shopping.
Marketing Technology is Eating the Customer Journey
Marketing technology is eating the customer journey, according to Andrew Jones of VentureBeat. In this piece, Jones discusses the difficulty companies face when trying to manage growing customer interactions and as the primary resource of customer data. He says, “Customers are empowered; marketers need to provide relevance; and mar-tech investments and exits keep going up.”
Immersive Content is the Way Forward in a World of Multiple Screens and Channels
This comment piece by Marc Mathieu, Unilever’s SVP of Marketing, covers the current state of marketing communications, which he believes must be an immersive experience. If the audience has the ability to fully integrate themselves into the campaign, each individual will take something away from it. The real champion here? Storytelling. As brands reroute their initial direction and consequently publish over a multitude of platforms, effectively telling the brand’s story will ultimately enable a more engaged audience.
The Most Concerning Element of Facebook’s Potential New Power
Trevor Timm, Executive Director of the Freedom of the Press Foundation, believes that while Facebook could rob news organizations of their soul and have too much control over which news organizations survive, there’s a bigger threat: “Facebook’s new power: the right to chose between the free expression of ideas or to instead impose censorship when it deems content unworthy. That should worry the public, because when given that power in the past, Facebook has ruled with an iron fist.”
Originally published on Apr 17, 2015 11:16 AM, updated Feb 24, 2016