Happy Wednesday! Half-way through the work week and we’ve got a few stories to keep you thinking about how search engine and social media marketing are changing constantly. This week, we have social influencer marketing top of mind:
- Influencer marketing is under the microscope as the aftermath of the festival that wasn’t (Fyre Festival) continues to make waves, calling into question the ethics of influencer marketing. We’re collectively questioning who’s holding influencers accountable for what they are tellin’ and sellin’ and how marketers are holding themselves and their agencies accountable for the lines (what lines?) and not crossing them. More here.
- Even usually cautious pharma marketers are using influencer marketing. And the ethical questions are front and center in this story from Vox. This article shares how big pharma is leveraging social influencers, what the FDA and FTC are saying (and not saying), and provides current examples that help shed light on the controversies. Come look under the microscope with us.
- Shifting gears, here’s a piece from Marketing Week about multi-screening. Wait, wait, it’s not the same old same old. This has new data and talks about the need to look at new metrics for determining marketing success—100% focus is no longer reasonable to expect from today’s consumers, so how do we measure attention when it’s fractured?
- Bing is making changes to how marketers and their agencies place ads. An enhanced reporting grid now includes a campaign type column in the ‘All Campaigns Keywords’ tab under which marketers can choose either shopping or search.