Marketing Day: Facebook slapped with EEOC complaint, Instagram launches shopping channel & more

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From Marketing Land:

• Google is right; click-through and conversion rates kinda don’t matter
  Sep 18, 2018 by Andy Taylor
  Say what? Turns out you may be focusing on the wrong things if you’re fixated on click-through and conversion rates. Here are a number of reasons why.
• Keyword research strategies in a close-variant world
  Sep 18, 2018 by Megan Taggart
  Revisiting your keyword research approach is essential to preparing for imminent match type changes. Here are some considerations for a successful keyword research strategy in a close-variant world.
• Win more conversions with ‘The Marketing Automation Playbook’
  Sep 18, 2018 by Digital Marketing Depot
  Marketing automation gives you the power to generate more leads, drive more sales and optimize your spend. It helps you target your customers with personalized communication based on their interests — so they receive the messages they actually want, not the messages you think they want.
• Working with an AI vendor: How marketers can take the leap
  Sep 18, 2018 by Robin Kurzer
  Siara Nazir, head of digital marketing for Autodesk, says marketers need to work closely with their data scientists and with their vendors to make sure everyone’s on the same page.
• Facebook job ads excluded women, ACLU complaint says
  Sep 18, 2018 by Greg Sterling
  Federal complaint alleges that roughly 10 employers targeted job ads to male candidates across a range of openings, from construction labor to police work.
• How to turn negative online reviews into marketing wins
  Sep 18, 2018 by Megan Krause
  It’s tempting to fall into a funk when your business receives a negative review. Here’s how to turn things around and benefit from critical customer feedback.
• Quora introduces Broad Targeting, says audience hits 300 million monthly users
  Sep 17, 2018 by Ginny Marvin
  Broad Targeting relies on machine learning to optimize ad delivery to reach users most likely to take the desired action.
• Instagram rolls out Shopping in Stories globally, launches Shopping channel in Explore
  Sep 17, 2018 by Amy Gesenhues
  After testing Shopping in Stories with a select number of e-commerce brands in June, the app is expanding the e-commerce feature globally.
• iHeartMedia to acquire Stuff Media as podcasting continues its rise
  Sep 17, 2018 by Robin Kurzer
  Publishers continue to invest in podcasts despite marketers’ concern about the lack of 3rd-party measurement standards.

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

• Shopify now lets stores create AR experiences for iOS 12
  Sep 18, 2018 by Robin Kurzer
  The announcement comes on the heels of Apple’s release of iOS 12, which includes new functionality that provides AR experiences from within a web browser.
• Working with an AI vendor: How marketers can take the leap
  Sep 18, 2018 by Robin Kurzer
  Siara Nazir, head of digital marketing for Autodesk, says marketers need to work closely with their data scientists and with their vendors to make sure everyone’s on the same page.
• 119 billion reasons why brands must control their customer data
  Sep 18, 2018 by Mike Sands
  With growing consumer awareness of data use and misuse comes a heightened responsibility for businesses to safeguard and responsibly manage their customers’ information.

Online Marketing News From Around The Web:

• 10 Lead Generation Metrics for Your “Smarketing” Team, Adstage
• Amazon opens cashierless Amazon Go store in Chicago, its first outside Seattle, VentureBeat
• Expanding Fact-Checking to Photos and Videos, Facebook Newsroom
• Gaming gets a new home on YouTube, YouTube Creator Blog
• Has Twitch Surpassed YouTube? Livestreaming Giants Duke It Out, MediaKix
• Is text messaging the new frontier in content marketing?, Oracle
• Twitter will soon let you switch between chronological and ranked feeds, The Verge
• Uncover Your Next Digital Video Strategy with Performance Insights, Tubular Insights

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