Author: Christopher VanOosterhout

What Super Bowl Trolling Teaches Us About Marketing

What Super Bowl Trolling Teaches Us About Marketing

The practice of trolling is being redefined by marketers as a disruptive and effective marketing platform that speaks to a new generation of people who use social media constantly, both young and old. It’s a means of direct and immediate communication and it creates a […]

CNBC: Facebook will open Watch to more creators, ramping up YouTube rivalry

CNBC: Facebook will open Watch to more creators, ramping up YouTube rivalry

When Watch launched last year, it was seen as Facebook’s long-awaited answer to YouTube, but with a platform that was different than Google’s in being largely built on TV-like content from publishers and entertainment brands. However, Watch has struggled to win over users, with many […]

Walmart has acquired a virtual reality startup as part of its tech makeover

Walmart has acquired a virtual reality startup as part of its tech makeover

Walmart has acquired a small virtual reality shop, called Spatialand, to be the centerpiece of VR efforts that the company hopes will someday transform the shopping experience across the company’s different websites and stores.

Spatialand makes software tools that let creators transform existing content into immersive, virtual reality experiences. The startup worked with Walmart’s technology incubator, Store No. 8, on a project last year, and has now been acquired by that group.

The startup’s founder, Kim Cooper, and about 10 employees will join Walmart in the deal. Katie Finnegan, who has been overseeing the Store No. 8 incubator, will serve as interim CEO of the new virtual reality company.

The move comes as augmented reality, not virtual reality, has gained popularity as the next-generation technology most likely to reimagine at-home shopping. But in an interview, Finnegan said her group is focused on retail experiences that may not go mainstream for five to 10 years, and she believes virtual reality may fit into that bucket.

She declined to offer specifics on what the Spatialand team will be looking to create at Walmart, and said the team’s work may not be revealed for 12 to 18 months.

Financial terms of the acquisition were not disclosed, but it is believed to be a relatively small deal. Other Store No. 8 projects include a personal shopping service run by Rent the Runway founder Jenny Fleiss and an initiative to build a cashierless store like Amazon Go, run by Jet.com co-founder Mike Hanrahan.

 

read more at recode.net

recode.net

Whole Foods launches first ad campaign under Amazon

Whole Foods launches first ad campaign under Amazon

Whole Foods new ads are meant to make consumers chuckle, and relate to the shoppers depicted in the spots. There’s a Dad with a full cart calling home to ask what he was shopping for (diapers), a vegan-turned-paleo at the meat counter ordering steaks like […]

Wendy’s jabs competitor’s flash-frozen patties in Super Bowl ad

Wendy’s jabs competitor’s flash-frozen patties in Super Bowl ad

Not only is the first time Wendy’s has directly called out a competitor in its TV advertising, the brand is also trying to translate the sassiness of its social media posts — which customers have come to love, according to a spokesperson in a statement provided […]

Why Nike, Mars and others are taking influencer marketing in-house

Why Nike, Mars and others are taking influencer marketing in-house

Measuring the success and determining the ROI of influencer marketing campaigns have been major challenges for marketers, but investment in the space shows no sign of slowing. Digiday’s report underscores how more major brands like Mars and Nike are trying to get the most of their spend and take stronger control of their strategies by moving those operations in-house, reflecting a broader trend in recent years where more creative, social media and digital marketing operations are shifting away from agencies to internal teams.

This approach could help businesses foster deeper relationships with talent, according to Digiday, which many influencers want. In-house teams are also potentially more cost-effective and knowledgeable about the brand than third parties. The end result could lead to greater industry consolidation as platforms and agencies dedicated to influencer marketing lose some of their clout. In 2017, 86% of marketers used influencer marketing, and 92% felt that it was an effective strategy, according to a recent survey by the marketing platform Linqia. This year, 39% of marketers plan to increase their influencer marketing budgets, with most spending between $25,000 and $50,000, Linqia found.

Recent developments on social media, where influencer marketing thrives, could further bolster the space. Some marketers are getting more bullish on Facebook influencer marketing as recently introduced changes to the News Feed algorithm are expected to considerably diminish the organic reach of brand content, Digiday reported last week. Facebook has not, to date, been as attractive to influencers as other platforms like Facebook’s photo-sharing app Instagram or Google’s YouTube.

The move toward taking influencer marketing in-house additionally points to the evolving role of marketing chiefs. Some brands are adjusting their marketing leadership teams with new titles like brand marketing manager that are more adaptable to new technologies and shifting consumer behaviors. Other brands, like Hyatt or Coca-Cola, are eliminating traditional CMO roles altogether.

Google’s parent company is feeling a stronger pinch from the costs of traffic acquisitions, along with some big fines and continued brand safety pains on YouTube.

 

marketingdive.com

Clorox CMO: Voice and e-commerce will grow faster than marketers expect

Clorox CMO: Voice and e-commerce will grow faster than marketers expect

In a Q&A with Marketing Dive, Eric Reynolds dishes on why he’s bullish on a number of digital technology areas other CPGs have either stepped back from or might be considerably underestimating. If one were to sum up The Clorox Company’s marketing outlook in one […]

Facebook ads cost 43% more in Q4 as users spent less time on site

Facebook ads cost 43% more in Q4 as users spent less time on site

CEO Mark Zuckerberg used the conference call with analysts to impress upon the business community how serious it is about changing the News Feed experience in ways that aim to improve people’s well-being and society overall. For marketers, the big takeaway is that it’s getting […]

Change Your Screen to Grayscale to Combat Phone Addiction

Change Your Screen to Grayscale to Combat Phone Addiction

lifehacker.comFor

Former Design Ethicist at Google and founder of the non-profit Time Well Spent Tristan Harris has been making the rounds lately, talking about how technology is engineered to be addictive and hijack our attention. He’s pretty persuasive, comparing the lure of your phone to the that of a slot machine.

Most of the time, you check your phone and there’s nothing interesting-no notifications, just the same old apps staring back at you. But sometimes checking your phone is rewarding -you get an amusing text, a flurry of likes, an email containing good news. This hit is satisfactory enough to keep you returning, checking your phone compulsively for another dopamine jolt.

To combat phone addiction, Harris suggests enabling grayscale on your phone. It might not cure your addiction completely, but certainly Instagram and Snapchat are going to be a lot less appealing in black and white than they are in technicolor.

Former Design Ethicist at Google and founder of the non-profit Time Well Spent Tristan Harris has been making the rounds lately, talking about how technology is engineered to be addictive and hijack our attention. He’s pretty persuasive, comparing the lure of your phone to the that of a slot machine.

Most of the time, you check your phone and there’s nothing interesting-no notifications, just the same old apps staring back at you. But sometimes checking your phone is rewarding -you get an amusing text, a flurry of likes, an email containing good news. This hit is satisfactory enough to keep you returning, checking your phone compulsively for another dopamine jolt.

To combat phone addiction, Harris suggests enabling grayscale on your phone. It might not cure your addiction completely, but certainly Instagram and Snapchat are going to be a lot less appealing in black and white than they are in technicolor.

 

read more at lifehacker.com

Addicted to your Smartphone? This Formula is Why

Addicted to your Smartphone? This Formula is Why

In September 2007, 75 students walked into a classroom at Stanford. Ten weeks later, they had collectively amassed 16 million users, $1 million dollars in advertising revenue, and a formula that would captivate a generation. The class—colloquially known as “The Facebook Class”—and its instructor, BJ […]