Phys .org: With ‘retargeted’ advertising, sooner is better than later . “At this point, no online shoppers should be surprised if they go sniffing around the internet for, say, a new handbag and find themselves, in the days and weeks following, besieged by handbag ads wherever they go on the internet. In the world of online marketing, this is known as ‘retargeted’ advertising, and it has become ubiquitous.”
Search Engine Journal: Only 50% of Consumers Believe Search Results Provide Accurate Information About Brands. “New research on the expectations of consumers searching for brand information finds only half believe information in search results is accurate. Further, consumers hold brands responsible for the inaccurate information, even when it appears outside of a brand’s official channels.”
Tamebay: Basecamp fire back at Google over Paid Ads ‘Ransom’. “The issue of Google Ads has been highlighted by Basecamp, a workflow solution, who exasperated by seeing competitor’s paid adverts appear ahead of them in search results decided to buy an ad themselves to make their point. Their ad called out that they have (as they rightly should) the number #1 position in search for their brand name but up to four competitors are routinely ahead of them in search results as they pay to be there.” I have seen this kind of complaint before but it’s usually aimed at Yelp.
Harvard Business Review: Do Influencers Need to Tell Audiences They’re Getting Paid?. “…the whole point of influencer market has traditionally been based on the perceived neutrality of the influencers. Companies fear that the credibility associated with electronic word-of-mouth (e-WOM) will be compromised by disclosure. Our research, based on surveys taken between 2015 and 2018, calls that belief into question.”
The Drum: Estée Lauder now spends a huge portion of its marketing budget on influencers . “Speaking during the beauty giant’s fourth quarter earnings call on Monday (19 August), [president and chief executive Fabrizio] Freda revealed that it has ‘invested much more’ in marketing in the recent quarter, specifically digital, and called out how effective it had been globally. ‘These investments are mainly now in digital,’ he explained. ‘75% of our investment now is in digital social media influencers and they’re revealing to be highly productive.'”
MakeUseOf: Spotify Wants to Help Podcasters Get More Listeners . “Spotify has launched Spotify for Podcasters, a dedicated platform just for podcasters. With podcasting growing as a medium, streaming media companies are desperate to become the home of podcasts. Hence Spotify reaching out to podcasters in this way.”
The Big Smoke: Here’s how easy it is to become a fake Instagram celebrity. “Marketing agency Mediakix conducted an investigation into the world of online fraudsters, creating two fake Instagram influencer accounts. One was a lifestyle and fashion focused Instagram model – ‘calibeachgirl310’ – the other, a travel photographer. To help create the perfect fake account, Mediakix hired a real person – a model in fact – and created the content through a one-day photo shoot. The second account, ‘wanderingggirl,’ however was created with nothing but stock images.”