Daily Archives: September 8, 2017

Digital Marketing News: Visual Content Trends, Facebook Ads Controversy & Bing Retargeting

The Hottest Visual Content Marketing Trends in 2017 [Infographic]
Visual content can help you boost your content marketing efforts in terms of engagement and resonance. This infographic shows the most common types of visual content marketing, what type of visuals consumers prefer and more. Social Media Today

Facebook’s Ad Metrics Come Under Scrutiny Yet Again
There’s been some recent controversy over Facebook’s estimated audience size that it gives to advertisers. A research firm recently compared their estimated audiences in the U.S. against the Census and found discrepancies totaling in the tens of millions in some cases. Fortune

Bing Ads Now Shows Remarketing Bid Adjustment Suggestions Based on CPA Data
Bing has announced that they’ll be using advertisers’ data to help them drive more leads through retargeting bid adjustments. This includes giving recommendations to advertisers and helping them estimated the changes in conversions they can expect. Search Engine Journal

Google reveals the top things people want to find out ‘How to’ do
Google partnered with Xaquin G.V., an interactive visual data journalist, to create a new interactive website that shows the answers to folks most common how-to questions. Apparently, those questions make up a large share of the queries typed into Google every day. TechCrunch

Digital Advertising Is Facing Its Ultimate Moment of Truth, and Billions of Dollars Are at Stake
Advertisers are demanding more transparency from their advertising and media partners in light of recent brand safety concerns and fraudulent advertising metrics. With more companies following this trend, it’s time for advertisers to make a change. AdWeek

LinkedIn Debuts Its Own Audience Network, Making it Look Ever More Like Facebook
Ad Age reports that LinkedIn is launching its own Audience Network: “The new product allows marketers to reach LinkedIn members on apps and websites that aren’t operated by the business-networking site. Such offerings are proving popular with tech companies: Yelp and Pandora made similar announcements last week.” Ad Age

The Most-Deleted and Least-Used Mobile Apps [Infographic]
A new infographic shows user behavior when it comes to downloading and deleting mobile apps. What’s really interesting is that 37% respondents said they avoid downloading mobile apps because they favor mobile websites instead. MarketingProfs

Google Data Studio Adds Third-Party Data Connectors from Supermetrics and Others
Google recently announced a beta product that will help users connect and visualize data from third-party sources. Marketing Land reports that Google has also “added the ability for users to embed interactive Data Studio reports on their websites. Select Report > File > Embed report, then put the HTML code snippet into an iframe.” Marketing Land

What were your top digital marketing news stories this week?

We’ll be back next week with more digital marketing news! Have something to share? Tweet @TopRank or to me @Tiffani_Allen.

The post Digital Marketing News: Visual Content Trends, Facebook Ads Controversy & Bing Retargeting appeared first on Online Marketing Blog – TopRank®.

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Study Finds That Insects Have Better Eyesight Than Previously Thought

For the longest time scientists were under the firm impression that insects had bad eyesight relative to other animals. It was thought that flying insects could only make out the shape of objects in their field of vision, and this was how they new how to avoid crashing during flight. It was also thought that insects were unable to make out the details of particular objects. However, a recent study has claimed that insects can, in fact, make out tiny details of objects within their surroundings. It could even be said that insects possess high resolution eyesight.

An insect’s compound eyes are made up of thousands of tiny receptors that move in an out of focus when they are viewing the world. This constant focusing and refocusing has been referred to as “twitching” by researchers. Twitching happens so quickly that it can not be noticed with the naked eye, but this twitching is precisely what allows insects to see the world with such accuracy and sharpness. The researchers who worked on this vision study believe that their findings could help engineers develop superior robotic sensors.

Before this study began entomologists and other scientists believed that insects could not see details in objects; instead it was believed that insects only saw pixelated images. This was the common belief among scientists because they knew that insects possessed a multitude of tiny eye units that each had a lens. Humans, on the other hand, possess one single lens that widens when seeing something of interest, and this is why the world looks clear and detailed to humans. It was assumed that insects could only see pixelated images because they possessed so many lenses. For example, one lense would pick up one image, and a multitude of lenses would make the world appear pixelated. Now, however, researchers have learned that insects do possess sharp vision, but more research is needed on this topic in order to better understand the functioning of insect eyes.

Since insects have to catch small and fast moving insects, would it not make sense for them to have sharp vision? Do you think that in the past researchers made too many claims concerning insect  vision without having conducted proper studies on the topic?

The post Study Finds That Insects Have Better Eyesight Than Previously Thought appeared first on Arizona Pest Control.

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Shonda Rhimes on How She Became Her Own Beauty Standard

Shonda Rhimes rules with her female-led, diverse casts, yet still has time to write a best-selling book and partner with Dove as creative director. Here, she shares her beauty secrets.

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Alicianne Rand Shares 4 Tips for Driving Sales Through Content Marketing #CMWorld

What does it look like when content, influencers and social media come together to generate a metaphorical gold mine in terms of revenue and reach? To put it mildly, it’s drop dead gorgeous.

At least that was the view from my seat at Content Marketing World as Estée Lauder’s Executive Director of Global Content Marketing Alicianne Rand shared the incredible success her organization has achieved through their integrated content marketing strategy

So, what needs to happen to take your content marketing strategy from drab to fab? Here are four tips straight from Rand herself.

Tip #1 – Use data to drive your content marketing strategy

At Estée Lauder, Rand and team have built a framework to simplify how they look at data.

Step 1: Track trends based on deep social listening, then look at how trends move from rising to evergreen and eventually declining patterns.

Rand cited a trend called “popsicle lips” that first launched at fashion week by Mac. At first, folks were skeptical, but it was quickly picked up by industry insiders, and then popsicle lips became the No. 1 trend of the summer.

“The trend started with a subculture that consumers may not have necessarily gravitated toward,” she said. “But then it moved into a creative expressions that consumers want to use and wear every day.”

Step 2: Analyze content and brand performance, and then use these insights to quickly experiment.

Rand said that her team constantly evaluates their performance against the competition.

“We ask: how do we perform against the competition in terms of market share?” she explained. “Our ability to grow that share over time is what we’re really concerned about.”

For Estée Lauder, that means mobilizing employees as influencers and trendsetters in the industry.

“Think about how you can activate your employees to make things real,” she suggested. “And really test and learn to figure out what works best.”

Step 3: Map everything against business goals.

At the end of the day, you need to know what you want from your content in terms of KPIs to determine whether it was successful. Do you want to generate a certain amount of views and engagement? Or are you looking for leads or revenue? So, determine what that goal is and regularly check yourself against it to optimize, learn and repeat.

Tip #2: Create products with content in mind

Rand said: “In the early stages of research and development, we’re already thinking about how this product will perform on social.”

This is a key element for their brand’s content because so much of the industry is socially driven. Think about it in terms of Kylie Jenner’s lipstick promotion generating billions of dollars from Snapchat.

However, this doesn’t mean that the brand owns all of the social around their product. In fact, Rand recommends the following formula for working with social influencers:

Ownership + Authenticity + 360 Engagement = Sales

“Ownership and authenticity are key to performance,” Rand said. “Give your influencers ownership over that product or that creative and you will see results.”

Tip #3: Know that creativity can come from anywhere and anyone.

In Rand’s words, “Everyone is a content creator. The trick is where you’re leveraging these influencers and what KPIs you have against each. There needs to be different strategies for different content creators.”

The key is synchronization, she said. There needs to be a strategic framework in place for success. Rand tasked the audience with four key elements to think about:

  1. What is your overarching theme? What does your brand stand for?
  2. What are your trying to promote? (i.e. What is your particular campaign?)
  3. What are your chapters? This refers to evergreen content that the Estée Lauder team likes to call micro-narratives.
  4. What are your moments? This is your always-on content, where you can do A/B testing and try out new trends you’re experimenting with.

Tip #4: Create new paths to discovery and conversion.

How can your content create new paths to conversion? What isn’t being done that can make an impact?

To illustrate this point, Rand cited the example of Smashbox thinking about retail as content. Every single store they have has a photo studio inside. They invite influencers to come in, do photo shoots using their products, and then give the photos to them for use on Instagram or other social profiles. In return, the influencers always tag Smashbox, giving their audience an opportunity to check the products out for themselves.

The Main Takeaway?

For content to drive sales and conversions, it needs to come from a place of deep understanding of your customers, the marketplace and your brand. Don’t start with what you want to get out of your content and work backward. A truly beautiful content strategy starts with why — not what.

Stay tuned for more #CMWorld coverage and insights on the TopRank Marketing Blog. In addition, follow myself and the rest of our on-the-ground team members on Twitter at: @Tiffani_Allen, @leeodden, @knutesands, @NiteWrites, @azeckman, @amywhiggins and @CaitlinMBurgess.

The post Alicianne Rand Shares 4 Tips for Driving Sales Through Content Marketing #CMWorld appeared first on Online Marketing Blog – TopRank®.

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What made Arkema’s peroxides unstable in Harvey’s aftermath?

Chemists explain peroxide bond stability and thermal runaway

<img src="https://acs-h.assetsadobe.com/is/image//content/dam/cen/95/36/09536-notw2-bis.jpg" alt="TOC Graphic"

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