BuzzFeed's Baeza on building meaningful connections | Study: US marketers to up spending on identity solutions | 3 questions to ask about your influence
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August 13, 2018
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BuzzFeed's Baeza on building meaningful connections
BuzzFeed VP of Marketing Orlando Baeza discusses the fundamental shift between brands and their customers, primarily that it is now marketers who must demonstrate their loyalty by being a helpful, daily presence in customers' lives. He talks about employing data and insights to ensure content is relevant and useful, and why connecting emotionally with prospects is the key to building enduring relationships.
Forbes (8/12) 
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General Insights & Strategies
Study: US marketers to up spending on identity solutions
US marketers will invest $2.6 billion in identity-based solutions by 2022, compared to $0.9 billion this year, per the Association of National Advertisers, DMA and The Winterberry Group. Around 15% of marketers say they can currently identify target audiences extremely well, while just under 69% said they can do so fairly or somewhat well.
MediaPost Communications (8/10) 
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Next Practices
3 questions to ask about your influence
3 questions to ask about your influence
(YouTube/John Baldoni)
Leaders will have more influence when they develop themselves professionally, help others improve and maintain the organization's strategic alignment, says John Baldoni in the blog post and video. "Savvy managers always ensure alignment by making certain people know their roles and how those roles affect overall results," he says.
SmartBrief/Leadership (8/10) 
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Marketing Technology & Innovation
A guide to the AR capabilities of Google, Facebook
Julia Sourikoff outlines how Google and Facebook are providing ways for advertisers to engage with consumers using augmented reality, including Google's ARCore update, which lets the same AR scene be viewed across multiple devices and adapt depending on the individual user's environment. Facebook's AR strategy focuses on contextual storytelling by recognizing objects via a smartphone's camera and includes tools such as face and target tracking, with plans for body and hand tracking to be implemented soon.
Adweek (tiered subscription model) (8/9) 
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Study: Marketers to increase tech funding
According to Forrester Research, marketers in April planned to ramp up their technology spending by 27.1% over the coming four years to reach a total of $122 billion by 2022.
eMarketer (8/13) 
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Analytics & Measurement
Report: 5 daily posts get most Facebook engagement
The optimum number of daily Facebook posts from marketers is five, according to a study by Buffer and BuzzSumo. "Our findings show that engagement has dropped by more than 50 percent over the last 18 months," a Buffer post states, while noting that "Pages posting five times per day received an average of 2,466 engagements per post," compared to the 1,202 received by pages posting 10 or more times each day.
Inc. online (8/13) 
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Hot Topics
Association News
How to use data to reach distracted audiences
Media consumption has evolved to a point where brands are struggling to reach target audiences in the moments they're paying attention to any one particular medium. To succeed, marketers need to employ strategies centered on data-driven messaging, which helps deliver personalized messages at scale.
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Hear from the FTC's Andrew Smith
Don't miss the 2018 ANA/BAA Marketing Law Conference, November 7 to 9 in Chicago, Ill. Hear from 150 speakers from major brands including Google, Twitter, Snap, Pinterest, Uber, Facebook, Whole Foods and P&G. Also, enjoy keynote addresses from Andrew Smith, director of the FTC's Bureau of Consumer Protection, and Dan McGowan, general counsel at Pokemon. This is a must-attend event for deep practical legal content, fruitful networking and major CLE credits. Learn more.
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It's bad policy to speculate on what you'll do if a plan fails, when you're trying to make a plan work.
Condoleezza Rice,
diplomat and political scientist
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