Marketing Day: Digitally native vertical brands, multi-touch attribution, Optimove adds new features

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

• The digital natives are restless
  Jan 28, 2019 by Lewis Gersh
  Columnist Lewis Gersh looks at the innovative ways digitally native vertical brands are creating “tactile extensions” to further their reach.
• MarTech Today Research: A marketer’s guide to enterprise SEO platforms
  Jan 25, 2019 by Amy Gesenhues
  The report offers an in-depth review of the market, tips on the buying process and 18 vendor profiles.
• Assessing Multi-Touch Attribution’s value: Is it worth the effort?
  Jan 25, 2019 by Barry Levine
  While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity.
• CDP Optimove adds ability to test campaign strategies
  Jan 25, 2019 by Barry Levine
  Its new Streams feature lets marketers test the incremental effect of one series of multi-channel campaigns — an entire strategy — against another, with automated optimization.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

• OpenX becomes first major ad exchange to operate completely in the cloud
  Jan 28, 2019 by Barry Levine
  OpenX strikes a $110 million partnership with Google so it can shift its resources toward people-based marketing.

Online Marketing News From Around The Web:

• Charting a Course for an Oversight Board for Content Decisions, Facebook Newsroom
• Component manufacturing drives Apple’s US job creation, Apple
• Deadline Approaching: Re-request Permissions for Marketing API and Lead Ads Retrieval API, Facebook for Developers
• Facebook Watch Struggles to Deliver Hits or Advertisers, Bloomberg
• How Facebook Trains Content Moderators to Put Out ‘PR Fires’ During Elections, Motherboard
• Marketers Must Step Back From Personalization And Automation, AdExchanger
• Martech and mindfulness, Chief Marketing Technologist
• The Basics of Multivariate Testing for a Massive Conversion Boost, Crazy Egg

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.