EU proposal would capture more in taxes from tech companies | Instagram expands social shopping to 8 more countries | Making the most of Facebook marketing
March 21, 2018
WMA SmartBrief
Current News and Ideas for Web Developers and Marketers
Top Story
Study: Google universal search integrations key to mobile marketing
Study: Google universal search integrations key to mobile marketing
(Leon Neal/AFP/Getty Images)
Online marketers are finding it's more difficult to make it to Google's first page because of universal search boxes, per a Searchmetrics study. In order for marketers to effectively bring in mobile traffic through the search engine, they must optimize their universal search integrations, says Marcus Tober, founder and chief technology officer of Searchmetrics.
Netimperative (3/21) 
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EU proposal would capture more in taxes from tech companies
A US crackdown on tech company tax avoidance has prompted a response from the European Union. A European Commission proposal would tax these companies according to where their revenue is generated as opposed to where their regional headquarters are located.
The New York Times (tiered subscription model) (3/19) 
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Instagram expands social shopping to 8 more countries
Instagram has launched shoppable posts in the UK and seven other countries, after launching the feature in the US last year. Retailer Marks & Spencer and designer Heidi Klein will be among the first in the UK to create posts with tags for products that followers will be able to click through to buy.
The Drum (Scotland) (3/20),  Glossy (3/20) 
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Getting the Word Out
Making the most of Facebook marketing
Making the most of Facebook marketing
(Lionel Bonaventure/AFP/Getty Images)
Creating content with a specific audience in mind and utilizing strong imagery are two ways marketers can best optimize Facebook marketing strategies, writes Nick Clarke. Constant testing and refreshing of ad content are other ways marketers can see the highest engagement from Facebook fans, he writes.
SmartBrief/Marketing (3/20) 
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Snapchat director discusses Nike success
Snapchat's Global Director of Project Management, Peter Sellis, intends on leveraging the platform to allow brands to combine artificial intelligence and in-app shopping into one platform in a strategy it followed for Nike's prerelease of its Air Jordan III Tinker. The e-commerce platform is still in the discovery stage, with Sellis reporting, "With stuff like [the Nike campaign] we're just trying to learn what our users do with it -- like, do they understand, and are they willing to put their credit card details into Snap and things like that."
The Drum (Scotland) (3/20) 
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Developer Update
Facebook offers brands more data on AR performance
Facebook offers brands more data on AR performance
(Jonathan Nackstrand/Getty Images)
An update to Facebook's augmented reality kit allows marketers to gauge consumer uptake and whether it spurs steps leading to a purchase. It's an improvement on previous data, which indicated only how many times the AR effect was used and the number of views generated.
Digiday (3/20) 
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Design Corner
Want to keep users on your site? Do this
Creating engaging content that is reflective of your goals and objectives is key to drawing consumers to your website, Susan Friesen writes. She offers five easy tips for boosting content, including effective use of keywords, using calls to action and having clean copy that demonstrates thought leadership and competitive advantages to build trust with your audience.
Born2Invest (UK) (3/20) 
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Small Businesses & Entrepreneurs
5 booby traps to avoid in tax filing season
It can be easy to make costly filing mistakes during tax season while also juggling all the tasks that come with running a small business. Joyce Rosenberg reviews five of the most common errors to avoid regarding 1099 forms and deductions.
The Associated Press (3/19) 
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Association News
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