Marketing Biz: Better Stalking, Google’s Costanza Wallet & Facebook PR Problems
Among the highlights this week, Google gave marketers better stalking capabilities while giving users a digital Costanza wallet. Meanwhile Facebook dealt with public relations issues that may have forced their hand with DoubleClick and yet another new subscription eCommerce site debuted.
Remarketing with Google Analytics helps you create remarketing lists based on certain audiences who visit your website and show interest in your products, without having to tag your site twice. This can help you more easily create remarketing campaigns to show ads across the Google Display Network (GDN).
This is a major change and a huge benefit to marketers. Remarketing has been underutilized by many and integration into Google Analytics and removing the barrier to implementing additional code should improve adoption and relevance. In short, go and use this!
Today we’re releasing a new, cloud-based version of the Google Wallet app that supports all credit and debit cards from Visa, MasterCard, American Express, and Discover. Now, you can use any card when you shop in-store or online with Google Wallet. With the new version, you can also remotely disable your mobile wallet app from your Google Wallet account on the web.
Google is throwing down the gauntlet. The major issue previously with Google Wallet adoption was that you couldn’t integrate your current cards. That barrier is now gone and Google seems hellbent on connecting search, social, local (Google+ Local and Offers) and mobile payments.
In its quarterly report, Facebook provided updated numbers and new details about illegitimate accounts, which could represent about 83 million users. The company estimates 4.8 percent of its 955 million monthly active users are duplicate accounts. For instance, a user may use one account for connecting with work acquaintances and another for family and close friends.
I still believe that the Facebook platform is still viable but Facebook is losing control of the ‘story’. First it was Ford bailing on advertising, then it was Limited Run claiming most clicks were bots and now this. Perception is reality so Facebook will need to work to battle the growing perception that Facebook ads are inefficient.
The social network does not allow third-parties to collect impression tracking data through tracking pixels or tags unless they are certified with Facebook. However, recently Facebook has been expanding its list of partners as brand and agency advertisers look for more ways to understand how their social ads are truly performing.
I’m not sure this shows desperation by Facebook but it dovetails with the need to change the perception of Facebook ads and build trust in their platform. Giving Google this type of access must have been an interesting decision.
Pinfluencer gives brands the ability to track metrics around pins, in order to see which ones are trending, who the brand’s most influential pinners are, and which boards are the most popular, among other things. But it goes a bit further, too, and allows brands to compare their efforts with those of their competitors, to see who’s pinning the most, what the top pins are, or who’s getting the most pins and re-pins, for example.
Really? Maybe I should be more excited since I’m a fan of data and analytics but this seems a bit premature to me. I believe in visual curation but I think I’d want to track these things across platforms and not solely on Pinterest.
To get a subscription e-commerce business off the ground these days, all a company needs is a dozen employees, a celebrity spokesperson and a couple million dollars in the bank.
These ventures take me back to old school catalog marketing. Because it feels like a targeted way to find and capture a specific demographic. This level of specificity is becoming possible online as the barriers to building an eCommerce platform are removed. I anticipate more of these in the short-term and then a dramatic shakeout long-term.
“The reason, sources said, is McCue’s growing feeling that the companies are on a product collision course, with a possible troubled or perhaps more attractive result.
In other words, Flipboard will either face increasing rivalry from Twitter or will end up as a possible acquisition target for it or other companies.”
Twitter is clearly changing in dramatic ways as they limit third-party development, implement Twitter Cards and build an advertising business. This is more evidence that Twitter is likely to be more visual in nature.
Hirsch most recently served as chief digital officer for DoSomething.org. He is currently an advisor to Mashable.From 2007 to early 2012, he was Mashable’s chief operating officer and played a critical role in the development of Mashable from a small blog into a well-regarded media company. While at Mashable, he oversaw business growth, including marketing, partnerships, advertising and events. Hirsch also helped drive key initiatives such as the Social Good Summit, the Open Web Awards (now known as the Mashable Awards) and Mashable Follow.
I can’t say I am a big fan of Mashable but I completely respect how they built that site and brand. That Hirsch is now going to Edelman shows just how seriously traditional PR and Ad Agencies are taking digital marketing.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
(Some images used under license from Shutterstock.com.)
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