Good morning, is it time to rethink your LinkedIn ad strategy?  

LinkedIn is growing faster than expected. U.S. adult users grew by 8.8% in 2019, up from a previous estimate of just over 7%, according to research firm eMarketer. The new numbers are based on updated membership data from parent-company Microsoft and other sources. LinkedIn users in the U.S. will hit  62.1 million in 2020, up 6.2% year over year. That figure will climb to 68.8 million by 2023, eMarketer forecasts. The audience increases could mean more content engagement and more leads for advertisers.

Adobe announced yesterday that its Adobe Experience Manager (AEM) service is now available as a cloud application. AEM services were previously only available as part of an on-premise setup or as a managed service. Now that it is part of Adobe Experience Cloud, AEM users should quickly be able to onboard the app and use it to produce dynamic and personalized content. Adobe Experience Manager as a Cloud provides content management (CMS), digital asset management (DAM), digital signage management and customer communication platforms.

In other cloud-related news, Salesforce has updated its commerce APIs and added a Mulesoft Accelerator to its Commerce Cloud for faster integrations. It also announced a new dashboard to track performance for its Einstein AI-powered recommendation system and released a Salesforce Order Management solution for e-commerce teams. The announcements came during the kick-off for NRF 2020, the National Retail Foundation’s annual conference.

There’s more below, including a Pro Tip on serial storytelling for B2Bs, and an update on Reddit’s latest deepfake policy. 

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

B2B should get better at episodic storytelling, here’s why

“Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch on and test the tactic for themselves,” explains Erin Craft of Centerline Digital. “Episodic storytelling could mean the continuation of the same plotline, or serial storytelling. Either way, quality, character-driven storytelling will reap the best results. Tips for success include: 1) Let go of fear. Trust that your plot and your characters will deliver real value. 2) Learn from B2B brands that are doing this right. MailChimp’s animated series, “Outer Monologue,” Intel’s drone and AI series, “Preserving a Legacy” and Zarius’ “Marketing Unboxed” are good examples. 3) B2B marketers may be hesitant to try episodic storytelling, but I have seen content fail because the story was delivered all at once when it would have been better told in installments. Audiences like episodic storytelling and it is time for B2B marketers to master it.”

Learn More »

 

The State of Retail Media in 2020

Consumers everywhere now favor online marketplaces, not Google, when beginning a product search. Amazon recently overtook its rival when it comes to where shoppers start their customer journey. With so much change afoot, what exactly is the state of retail media in 2020? Join this live webinar with Crealytics CEO Andreas Reiffen and Third Door Media’s Editor-in-Chief Ginny Marvin as they discuss how leading retail brands can survive – and thrive – in the era of online marketplaces.

RSVP today »

 
Social Shorts
 

Reddit issues its own anti-deepfake policy, Instagram adds new options to Boomerang

Reddit’s deepfake policy. Last week, Reddit joined the growing chorus of platforms pushing back on deepfakes and other forms of manipulated media. Reddit updated its community guidelines to ban the use of deceptive impersonation within its app, including the use of deepfake content. The update states, “Do not impersonate an individual or entity in a misleading or deceptive manner.” The policy goes on to explain that Reddit doesn’t allow content that aims to impersonate users or entities in a deceptive or misleading way. “While we permit satire and parody,” the policy states, “we will always take into account the context of any particular content.” 

More creative options in Boomerang. Instagram has added three new creative options to its Boomerang camera mode, including ‘SloMo’, ‘Echo’ and ‘Duo’ variants. The features can be accessed via Instagram Stories creation mode in the Boomerang tab, giving users more ways to create engaging experiences in Stories. Users can trim and tweak their Boomerang loops to better control the final clip.

 

Act now for up to $450 off search marketing training!

Make 2020 the year you take your search marketing campaigns — and career — to new heights. Attend Search Marketing Expo – February 19-20 in San Jose – for the actionable tactics you need to drive more awareness, traffic, conversions, and sales. The all-new agenda features 85+ sessions organized into three lanes with no limits: SEO, SEM/PPC, and digital commerce marketing. Choose your ideal pass and book by THIS Saturday, January 18 to save up to $450 off on-site rates!

Register now! »

 
 
 
What we're reading
 

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

Marketers Ignore True Brand Impact At Their Peril – Forbes

Consumers trust USPS, Amazon and Google more than any other brands – Marketing Dive

Facebook’s stock hits record high, signaling recovery after extended historic slump – Reuters

Expanded consumer tech coverage helped CNET increase commerce revenue 100% – Digiday

Away Co-Founder Steph Korey to Return as Co-CEO – Adweek

How ESL is keeping in stride with esports tournament growth – VentureBeat

Nearly Half of Consumers Would Pay More for Experience that Exceeds Their Expectations – Multichannel Merchant