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:
Introducing TLDR, a New Way to Read Digiday
This week, Digiday introduced a new format to its readers: TLDR – Too Long, Didn’t Read. This format is composed of an infinite scrolling page that shows a short summary of articles, between 50 and 75 words long. For now, readers have the option to select, via a button on the left of the screen, whether they’d like to read in the traditional format or TLDR. Depending on how well this initial test does, TLDR may become the default setting.
Travel Companies Failing to Provide Digital Destinations
According to a study of 2,000 UK adults by the Bio Agency, Brits want more technology while on vacation. The majority (69%) expect hotels and resorts at their destination to offer free Wi-Fi, almost half turn to their digital devices to help them save money, and 30% expect technology to help them save time in queues. What is most significant about these results is how few travel agencies meet this challenge: in a list of brands consumers list as providing a good digital experience, only three travel brands rank in the top 10 – Thomson (6th), Expedia (8th), and EasyJet (9th).
Everything You Need to Know About Snapchat’s ‘HUGE’ New Emoji Update
Snapchat announced a new update to the platform that connects users with an emoji icon next to a user’s friend that will indicate the status of their friendship. If you’re thinking #drama, you’re right. There are six levels of a connection, ranging from best friends to “You’re mutual BFs… but they’re not yours.” To us, this sounds like it could give brands the opportunity to build brand awareness and/or farm for brand ambassadors – if they decide to take advantage of it.
The Potential Upside to a Technology Bubble
Brandon Lipman, startup and venture capital enthusiast, contributed a piece to TechCrunch this week on the possible upside of a technology bubble. Acknowledging that, in his mind, there really is no question that we are in a tech bubble, he discusses what a tech bubble means and explains what’s exciting about it. To sum it up, only the strongest will survive, which means the industry will be closer and leave only the highest quality founders and technologies to thrive.
Ripp Hires 6 Gigaom Staffers After Balking at Buying
Fortune announced that it has hired six journalists from former tech site Gigaom. According to the New York Post, Time Inc. CEO Joe Ripp was in negotiations with Gigaom to purchase Gigaom.com, when he decided to pull the plug and simply hire its journalists instead. Joining the Fortune team are: Stacey Higginbotham, whose coverage has focused on the internet of things; Barb Darrow, who specializes in cloud computing; Katie Fehrenbacher, who covers energy technology; Mathew Ingram, who covers media and the social web; Jeff John Roberts, who focuses on technology law and policy; and Jonathan Vanian, who focuses on business technology.
Ad Blocking is Every Publisher’s Problem Now
Adblocking has ballooned to 144 million monthly active users and is quickly becoming every publishers problem now. The sites that are being hit the hardest are video game (30-50%) and technology (25%), others on the rise include business news (15-20%), entertainment (15%), and sports news (10-15%). The article states, “There’s another factor driving the rise: millennials. The largest generation is also the most digital-savvy, which has created a perfect storm for publishers, particularly those targeting young men.”
Facebook to Overtake YouTube in Video Ad Campaigns
According to a new Mixpo report, “State of Video Advertising,” in 2015 there will be more video advertising run on Facebook than YouTube, by almost 6%. This report also showed an increase in video ads on Instagram, LinkedIn, and Twitter. In a strange twist, this report also indicates that while more than 80% of respondents say they consider social advertising very important, results regarding digital budgets for social from the same survey are disproportionately low.
Four Things Brands Need to Know About Gen Z
In a study by Deep Focus, the digital agency reports on Gen Z consumers (which makes up a quarter of the US population), highlighting new data about this group’s attitudes, behaviors, and habits. The agency surveyed 901 Gen Z consumers (ages 7 to 17) and 500 of their parents to find out what makes these “true blue digital natives” tick. For marketers, the important details to note from this report are that Gen Z’ers swim in technology, value money, seek utility and quality, and don’t hate ads like millennials and Gen X’ers.
Originally published on Apr 10, 2015 11:15 AM, updated Feb 24, 2016