Weekend Digital Media Round-up: Facebook’s Pixel and News Algorithm update, Google’s Store Visit Program, Fohr Card’s bots for Instagram and more

Logicserve Digital brings to you a curated round-up of important digital marketing updates this week. For further queries, you can write to us at: newsbulletin@logicserve.com
  1. Facebook Pixels Get Upgrade To Track Actions & Page Data

The engine behind Facebook’s tracking and targeting just got an upgrade. The Facebook pixel helps track conversions, optimize ad spends and retarget users. An upgrade to the pixel was just rolled out that will now capture more information, including actions and page structure and data. (Source: Marketing Land)

  1. Oracle Unveils Ai-Powered Apps For Cross-Channel Marketing, Chatbots And Content Cloud

Artificial intelligence-based apps that blend first and third-party data for better customer engagement interactions, real-time chatbots, and mobile enhancements are among the raft of new capabilities launched by Oracle for its Marketing Cloud platform. (Source: CMO)

  1. Google to Open its Store Visit Program to More Advertisers

The search engine giant recently announced that it used enhanced measurement techniques and learning-powered modeling to track more than four billion store visits from the ad clicks and it has noticed a staggering growth of one billion clicks in less than one year. (Source:  Logicserve Digital)

  1. IAB: Mobile is now more than half of all digital ad revenues

Mobile ad revenues jumped 77 percent year over year in 2016 to account for more than half (51 percent) of all digital ad revenues for the first time, according to the IAB Internet Advertising Revenue Report for Q4 and FY 2016. (Source: Marketing Land)

  1. Report: Google Assistant bests rivals for questions answered and overall accuracy

In January, Stone Temple Consulting released a virtual assistant consumer survey showing the majority of respondents wanted the assistants to provide “answers” rather than conventional search results. Today, the firm published a follow-up study that measured the relative accuracy of the four major assistants. (Source:  Search Engine Land)

  1. Understanding Facebook’s News Feed Algorithm And The Way Ahead

Today, more than a billion people from around the world get their daily news and other insight from the platform and also FB has been the prime source for the marketers from around the world to get referral traffic. In such a circumstance, knowing the fundamentals of the system works would greatly help you as the digital marketer to get maximum benefit from the social network. (Source: Logicserve Digital)

  1. Fohr Card Launches A Service To Identify Bots That Follow Instagram Influencers

The New York City-based company says it is the only one to charge brands for the activity of verified human followers on Instagram, and not for bots. On average, Fohr Card found that 7.8 percent of the followers of its Instagram influencers are fake. (Source: MARTECH TODAY)

  1. Google’s ‘Project Owl’ — a three-pronged attack on fake news & problematic content

Project Owl is Google’s internal name for its endeavor to fight back on problematic searches. The owl name was picked for no specific reason, Google said. However, the idea of an owl as a symbol for wisdom is appropriate. Google’s effort seeks to bring some wisdom back into areas where it is sorely needed. (Source: Search Engine Land)

  1. iSpot Challenges Nielsen With Real-Time Tv Conversion Analytics

Real-time TV ad data company iSpot has launched real-time conversion analytics to help advertisers tie TV ads to digital actions — and challenge the traditional methodologies of Nielsen. The Bellevue, Wash.-based company has partnerships with TV manufacturers and connects to some 10 million smart TVs. (Source: MARTECH TODAY)

  1. Linkedin Officially Rolling Out Matched Audiences Targeting To All Advertisers This Week

LinkedIn is officially rolling out its Matched Audiences program, starting today, so that by the end of this week all advertisers, including those using LinkedIn’s self-serve ad-buying platform, will have access to the new ad-targeting options. (Source : Marketing Land )

Expert Opinion

Q.Digital transformation is easier said than done, as per you what are the necessary ingredients to make it happen?

Currently, digital transformation is occurring on a global scale. As per the reports on digital transformation, the digital universe is estimated to see a 10 fold increase by 2020 as compared to 2013.

Importantly, this data explosion will provide brands with helpful insights for understanding audience behaviour. Also, not just mobile even other technologies such as sensors, scanners, NFCs, GPS, social media posting, digital newsfeed and wearables will contribute to digital transformation.

It’s 2016 and today’s experience led economy makes us look beyond the 4Ps of marketing, and we are growing into a 7C marketing parameter model.

1)  Context: No matter what the tool is, a contextual understanding will help brands become a part of customers’ lives across their digital lifecycle.

2)  Content: It is an integral part of digitisation. Unless there is relevant content, all tools used for customer engagement will be a failure

3)  Customised: The term Personalization/Customisation saw a 760% rise in email revenue solely because of personalised email headers. Not just in email but other platforms will also need to use customisation to engage and convert their target audience

4) Compare: Comparison is another space that every brand should bank on.  Comparison will help consumers make better choices as enormous data about a product/service is already available online.

5) Convenience: Improving customer convenience in the new economy is vital. Hence, brands should focus on creating a seamless user experience taking convenience into account

6) Connect: Establishing brand connect with the customer will become easier due to insights available from digitisation.

7)  Culture: This may seem a bit non-obvious in the beginning. However, culture plays a major role in enabling customers to make purchase decisions.

In the next three years, India’s internet population can grow up to 650 million. As per the ‘Year of Search 2016’ by Google, nearly 3/4th of users will be coming from smaller towns so the socio-economic fabric of India will also likely change. These parameters will help brands ease into digital transformation.

–          Abhishek Rathi, Head – Marketing, Digital, eCommerce and Analytics,  PNB MetLife India Insurance Co. Ltd.

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