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With the world's largest social network, it's no surprise that Facebook has built a multi-billion dollar digital advertising empire. But maintaining advertiser confidence appears to be a growing challenge.
According to a survey conducted by Advertiser Perceptions, while many advertisers plan to up their spend with Facebook in 2017, 40% also plan to perform independent audits of the advertising campaigns they're running on the social network.
What is marketing ops?
In Ashley Friedlein's recent 2017 digital trends essay, he identifies marketing transformation as a hot topic.
Ashley says that this could include the (re)integration of digital marketing, the introduction of a CCO (chief customer officer), bringing teams back in house, assessing supplier relationships, zero-based budgeting and marketing ops.
As the old proverb goes, it's difficult to make predictions, especially about the future.
Yet as a new year starts, making predictions is part of our jobs. Priorities have to be set, budgets allocated, and resources diverted according to how things have changed over the past 12 months.
Storytelling is a popular marketing buzzword, and there are numerous examples demonstrating how brands that engage in storytelling derive value from the exercise.
Much of the discussion around the topic focuses on how brands tell stories at a strategic level, but according to a study conducted by Hill Holiday research division Origin, companies can profit from applying storytelling at a much more practical level too.
As more brands turn to social media to reach and engage consumers, many naturally choose to work with influencers to front campaigns.
The process isn’t always easy, of course.
If you work in social media, explaining your job can be a frustrating experience - especially to family members who probably assume that you just use Facebook all day.
For Community Managers, in particular, there tends to be a lot of confusion over exactly what the role entails.
Nowadays, marketers need to know so many systems, platforms, formats, and channels that it can be tough to keep up.
As we can't be researching everything all the time, it is important to 'park' some skills while training up on others. As an example, a marketing team may decide to hold steady with their AdWords strategy while spending time and effort on improving how they approach social media.
There's no harm in pointing out some of our best articles from months and years gone by, especially when they include evergreen advice for content creators.
Leaving aside the ambiguity of the term 'content creator', here are some great tips for marketers working with copy, imagery and video.
Here at Econsultancy we’re in the process of updating the way we analyse our content marketing efforts.
It’s not that we don’t have any KPIs in place, but they haven’t been updated in a while and we feel our measurement process can be improved.
Online shopping is eating into physical store visits - that much is obvious if you watch any news bulletin about Black Friday.
Footfall for Black Friday 2016 in the UK was down 0.7% on 2015, according to IPSOS.
Look at the latest ONS retail sales figures (for November 2016), and you'll see that in the UK, online sales made up 15.8% of total retail sales. That's almost 25% year-on-year growth.
Within marketing there’s a lot of focus on raising brand awareness and getting in front of new customers.
While this is important, there’s a danger that we spend too much time focusing on KPIs high up the marketing funnel.
Duotones were one of the trends we identified in web design for 2017.
I've rounded up 23 examples of websites using duotones (or sometimes gradients, colour filters or a classy monotone / grayscale).
There are various reasons these effects abound, notably allowing informational websites to use authentic photography without distracting from navigational elements or important copywriting.