Good morning, are your Facebook ads less effective than they once were?

At SMX Advanced in Seattle last week, Susan Wenograd, VP of marketing strategy at Aimclear, bemoaned the recent shortcomings of Facebook ads while offering critical tips for marketers on the new wave of social media.

Facebook ads used to be the ideal place to find Lookalike audiences and generate conversion actions, but Wenograd argued that the ad platform has become a crowded space. If brands want to thrive on Facebook, she added, then we (as marketers) need to return to our roots and examine conversion actions as only one piece of the larger picture. The real focus should be around brand awareness, impactful creative, and cross-channel data that can be measured and re-invested.

Privacy regulations still present a major challenge to social advertisers, but Facebook has its own plans to mine user data outside its own walls. The company is launching a new market research app that will collect data from users who consent and download the app. According to Facebook, the data will be used to support product development initiatives. While users will be compensated for participating, it’s unclear how much money they could earn for opening their mobile activity to the social media giant.

Keep scrolling for more news on which executives are making moves in the marketing industry, and our curated reading list designed to keep you up to date.  

Taylor Peterson,
Deputy Editor

Pro Tip

Here’s how traffic retention measures the quality of search audiences

“To measure the quality of the traffic you earn from search, small businesses can use Google Analytics to determine its traffic retention,” explains Grayson Kemper of Clutch. “A high bounce rate could signal that your site needs work to keep visitors engaged, perhaps with links to related posts or other items of interest. To make sure that audiences are substantively engaging with your site content, measure scroll depth to determine how far visitors scroll down individual web pages. Scrolling through your entire page indicates that your content addresses the topic site audiences are interested in.”

“One reason your bounce rate is high or scroll depth is low may be that you are targeting the wrong keywords for those pages.”

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The Secret Formula For Determining A Marketing Budget

Sponsored by Sharpspring

Determining a marketing budget can be frustrating. Are you investing enough? How do you know if what you’re doing is working? This guide from SharpSpring outlines two simple equations you can use to take a lot of the guesswork out of the budgeting process.

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On the Move

New agency leads for Konnect, Cult and MediaJel

Carmen Hernandez has been named executive vice president of digital strategy at Konnect Agency, a PR and marketing relations firm with offices in Denver, Los Angeles, New York and Austin. She will oversee the agency’s digital capabilities, including social media strategy, digital advertising, influencer relations and content creation. This is a promotion for Hernandez who most recently served as the agency’s managing director. “Since Carmen has been on our executive team, she has played an influential role in organizing our divisions to work in unity and therefore maximizing our new business success,” said Sabina Gault, CEO of Konnect. Prior to joining Konnect, Hernandez was the VP of marketing communications for Cupcake Digital.

The audience engagement firm Cult has hired Cathy Tull to lead its first American hub of agency operations located in Las Vegas. “I am excited to join forces with the Cult team and strategically help brands achieve all that is possible if you embrace customer engagement in a new way,” said Tull. Prior to coming on board with Cult, Tull was the chief marketing officer for the Las Vegas Convention and Visitors Authority (LVCVA). During her time with LVCVA, she was responsible for the overall strategy that helped Las Vegas tourism efforts attract 43 million visitors a year to the city.

Thomas Harrison, a senior operating partner at Merida Capital Partners, has been appointed chairman of the board for MediaJel’s board of directors. “We cannot imagine a more well-suited Chairman of the Board for MediaJel as we grow our company and build out our suite of services to better serve our clients. Tom brings strategic insight, entrepreneurial passion and unparalleled success, in both business and science, that will be invaluable to our company,” said MediaJel CEO Jake Litke. The advertising and marketing solutions platform for the cannabis industry launched in 2017. In addition to his role at Merida Capital Partners, Harrison formerly served as the Chairman Emeritus of Diversified Agency Services (DAS), a division of the Omnicom Group.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Big Mood Machine: Spotify pursues emotional surveillance for global profit – The Baffler

In bid to get closer to brands, Amazon is building out a subscription box platform – Modern Retail

Why API commerce grows business faster – Get Elastic

As Walmart and Amazon war escalates, smaller retailers caught in the crossfire – Retail Dive

Privacy, DTCs And How Marketing Failed – AdExchanger

AI Marketing: 10 Ways To Use AI To Improve Your MarTech – Ignite Visibility

To detect fake news, this AI first learned to write it – TechCrunch