LONGER TWEETS: THUMBS UP OR DOWN?
The 140 character limit has been a defining feature of Twitter from the beginning—so it’s no surprise that the announcement that the company plans to extend that limit to as many as 10,000 characters has inspired mostly shrugs and scowls from users. AdWeek outlines six ways longer Tweets could work for marketers—most of which seem both obvious and missing the point. But regardless how the new limit plays out, marketers would be well-advised to continue to keep the message as short as possible.
MAKE THE MOST OF YOUR CRM DATA
One third of current CMOs say they use CRM data in advertising to improve insights about their customers. This article in eMarketer advocates using CRM data in ads—both to improve your ad targeting, and to learn more about your most devoted customers. In an interesting side note, the same article quotes a University of Massachusetts at Dartmouth survey found that nearly half of top executives look to digital advertising to increase sales, while only 13% thought social media platforms would do the same.
PERISCOPE UP FOR 2016
In this AdWeek Q&A, the CEO of Periscope talks about how marketers used the livestreaming division of Twitter in 2015 and what he’s looking for in 2016. There’s a lot of potential with Periscope for book publishers to experiment with author-reader interactions, book launches, and more. The traditional bookstore reading tour is a great way for authors to meet readers, but it’s hard to do well and profitably. Live streaming might be a more efficient way to get people talking.
ARE CARS THE NEXT MOBILE DEVICE?
Increasing connectivity within car operating systems is optimizing everything the mobile phone can do for the car experience. Combined with the in-roads being made by self-driving cars , this makes the future look bright for the audiobook market. Commuters in self-driving cars will be able to think about their entertainment options much more safely while on the road. But why wait for self-driving cars? These developments are already making it easier to target readers while they’re driving:
“In 2014, Pandora began selling in-car ads to marketers separately from its Web and mobile app promos (as well as combination packages). Pandora asserts that its audio ads are getting better marketing results compared to other digital promos.”
It’s a great new way to reach commuters that goes beyond the mass transit options we’ve had success with for years.
UNDERSTANDING THE FACEBOOK ALGORITHM
This Slate article does a deep-dive into the team that builds the newsfeed we see in Facebook—and along the way has a lot to say about machine-learning, AI, human curation, and how hard it is to make accurate predictions.
“GEEK CULTURE AT A MASSIVE SCALE”
Imgur’s audience—millennial men in the U.S.—is typically one that shuns advertising, but surprisingly they’ve embraced ads on the platform. Wondering who exactly you’d be advertising to? Imgur’s VP of Marketing describes the platform’s most common user:
“These aren’t necessarily people who are really excited and into sports, or golf, or boating. These are people who are into video games, science, technology, movies, and internet culture in general. As you know, that’s becoming mainstream. What used to be seen as being on the fringe is now becoming incredibly popular. So whether it’s that video games now make more money than movies, or if you look at all the recent blockbusters and how they’re all populated with movies about science fiction, fantasy, dinosaurs, superheroes — and now we have Dr Who merchandise on sale at Target, which years ago would have been unheard of.”
Sounds like something publishers of fantasy, SciFi and a certain style of thriller should be aware of.