How’s your week going? Things are hopping here at DBE, and there’s a lot going on in the industry that has our team intrigued. Here are a few items we want to share with you:
- Marc Engelsman, our VP of Strategy and Analytics, spoke in Austin at Digital Summit this morning. He talked about applying the principles from “The Seven Habits of Highly Effective People” (a foundation for our DBE team) to analytics work. Check out his tweets.
- LinkedIn is upping its ad game with its recent acquisition of Drawbridge – an AI and machine learning tool aimed at helping advertisers better understand their audiences. From Marketing Land.
Do Good Spotlight: The Clooney Foundation for Justice
The Clooney Foundation for Justice (yes, those Clooneys) advocates for justice through accountability for human rights abuses around the world. Founded by George and Amal Clooney, the organization has several initiatives that keep attention on different types of injustices, from unfair trials to dirty money movements to pressing for punishment of corporate criminals. Our president donated to this organization this week to help support the good works its doing around the world.
- What are the most popular social channels for marketers? According to this ClickZ article by Tereza Litsa, it differs for B2B and B2C, though Facebook wins as the top platform for both camps. And the article has some cool charts for your presentations.
- In the growing world of “the rules are there are no rules” ☹ North Face was originally unapologetic about ignoring Wikipedia’s guidelines to get more attention for the brand. North Face through its agency replaced travel photos with travel photos featuring the brand’s name/logo. Here’s a bit more:
“We hacked the results to reach one of the most difficult places: the top of the world’s largest search engine,” according to the video [from North Face] on YouTube.”
“Lauren Rockwell, associate director of SEO at Cogniscient Media, called the ‘stunt’ a ‘PR win’ for the brand. The images were removed quickly, but the ‘brand mentions and external links that will build from this temporary stunt are likely the reason why this campaign exists in the first place,’ she said.”
“Rockwell believes the brand and agency knew they violated guidelines and that the images would quickly be taken down, and may not result in feeding Google Images for destination queries. ‘Their goal was about the exposure of the stunt vs. the stunt itself,’ she said. ‘North Face is receiving long term impact of external links from this campaign to the site as well as short-term impact of the imagery and brand mentions on social media.’”
Here’s an early story on Media Post.
And finally, they did apologize. Here’s a later story in AdAge.
- And here are stats on the increase in search spend by marketers from Kenshoo, showing an increase in spend and earned impressions in the first months of 2019 over the same months last year. There’s been a decrease in click through rate (CTR) but the numbers show a reduced cost per click too, meaning buys are getting more ROI. And again, good charts.