GE cuts back on digital in strategic shift | Research-based lessons for content marketers | Bloomingdale's celebrates NYC with help from star residents
April 20, 2018
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GE cuts back on digital in strategic shift
GE cuts back on digital in strategic shift
(Sebastien Bozon/AFP/Getty Images)
General Electric is taking a U-turn on its comprehensive digital strategy by slashing GE Digital's budget by a quarter, accounting for around $400 million of spend, as the company is struggling to keep up with its digital transformation ambitions, writes Steve Lohr. GE Digital's William Ruh says cuts in spending are not a result of the company backtracking on digital, but instead a "pivot" to tailoring its Predix software to existing industrial customers, instead of creating all-purpose solutions.
The New York Times (tiered subscription model) (4/19) 
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Marketing Strategy
Research-based lessons for content marketers
A study of 34 million engagements on DocSend, which salespeople and marketers use to share content with prospects, offers four key findings about content marketing: Prospects spend an average of around 2 and a half minutes viewing content; mobile-ready content is important at the start of the buying journey but then desktop takes over; there's no optimum day for sending content, which should instead be tailored to individuals; and business-to-business buyers still prefer case studies over other formats.
Harvard Business Review online (tiered subscription model) (4/19) 
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Creativity and Marketing Innovation
Bloomingdale's celebrates NYC with help from star residents
Bloomingdale's celebrates NYC with help from star residents
(Jerritt Clark/Getty Images)
Bloomingdale's is rolling out a "Heart of N.Y." push that features famous residents of the city including Sarah Jessica Parker, Alan Cumming and Christy Turlington Burns. The campaign includes outdoor ads, wrapped buses, print advertising and a dedicated site that includes videos of featured stars talking about fashion.
Women's Wear Daily (subscription required) (4/17) 
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Johnson welcomes new generation of athletes for Under Armour
Johnson welcomes new generation of athletes for Under Armour
(Under Armour/YouTube)
Droga5's new campaign for Under Armour enlists the help of Dwayne "The Rock" Johnson to usher in an upcoming generation of fitness gurus and athletes including NBA point guard Dennis Smith Jr. and "American Ninja Warrior" star Jessie Graff. "Will Finds a Way," tells the stories of each athlete and how their determination to succeed has enabled them to overcome personal obstacles.
Adweek (4/19),  Ad Age (4/19) 
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Addressable Audience
Sponsored content from Pandora
Addressability. The real metric behind scale.Interpreting audience metrics can be tricky. Without the right context, numbers can easily be misinterpreted or appear inflated. That's why it's essential for marketers to understand the difference between addressable and non-addressable audiences, as well as how to differentiate between the two when looking at industry reports. Click to learn more.
    Click here to learn more about Featured Content

    Marketing Insights and Trends
    Report: Agency M&As up 126% in Q1
    The worldwide value of mergers and acquisitions within the advertising industry spiked 126% to reach $4.6 billion in the first quarter, driven by nontraditional buyers such as consultancies, R3 reports. M&A activity in the US rose 366% year over year to hit $3.1 billion.
    Adweek (4/19) 
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    Why digital media requires more collaboration
    The Google News Initiative -- which involves the collaboration of Google, the Financial Times, the Local Media Consortium, The Washington Post and others to improve content revenues -- shows that in the age of digital media all players need to come together to make the system work, writes David Doty. "The real path forward is through partnerships that leverage the respective expertise of publishers and tech companies so they can serve consumers better together," he writes.
    Adweek (4/19) 
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    Measurement and Technology
    2017 audit told FTC that Facebook's privacy controls were effective
    2017 audit told FTC that Facebook's privacy controls were effective
    (Jonathan Nackstrand/Getty Images)
    PwC audited Facebook's privacy practices for two years ending in February 2017, during the time of the Cambridge Analytica data breach, and provided a report to the Federal Trade Commission in April last year that states, "Facebook's privacy controls were operating with sufficient effectiveness to provide reasonable assurance to protect the privacy of covered information." Neither the FTC nor PwC has commented on the report.
    The Wall Street Journal (tiered subscription model) (4/19) 
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    ANA Update
    How to boost an ABM strategy
    Though it has become a proven driver of ROI, some B2B marketers are still not leveraging account-based marketing. In this slideshow, learn the five steps to ensure a more effective ABM strategy.
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    Be practical as well as generous in your ideals. Keep your eyes on the stars, but remember to keep your feet on the ground.
    Theodore Roosevelt,
    26th US president
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