Web Marketing Association SmartBrief

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December 12, 2012

Current News and Ideas for Web Developers and Marketers

Top Story

Many consumers take no action to protect online privacy
Less than half of consumers say they "frequently" or "always" worry about online tracking, and many aren't taking significant steps to protect their digital privacy, surveys show. Meanwhile, 38% of people said they knew how to protect their privacy online, and many were willing to compromise on privacy in order to access free-to-use online services. "When you ask people, 'Are you comfortable being tracked,' they'll say no. Yet ... a tiny percentage of people decide to opt out," says John Montgomery of GroupM. eMarketer (12/12)

Trendwatch

Viewability to go mainstream in early 2013
"Viewable impressions" will get a big boost in the new year, when a coalition of advertising industry groups will throw their weight behind the metric, and many third-party analytics services will begin to count only ads that meet viewability standards. Still, don't expect the industry to change overnight, says David Rittenhouse, Razorfish's media director. "Advertisers who care about viewability have already moved," he says. Adweek (12/11)

Most brands are still wary of online-video ads, survey finds
Less than a quarter of brands are using online video ads as part of their marketing mix, and only about 1 in 10 brands is relying exclusively on online-video campaigns, according to a Kantar Media study. Internet communications and travel-industry brands were the most likely to embrace an online-only marketing strategy, the study found. ClickZ (12/11)

Getting the Word Out

Data-based marketing doesn't give e-mail recipients the creeps
E-mail marketers say they're embracing Big Data to create highly tailored messages -- and that their customers are fine with that. Highly customized outreach risks seeming creepy, but in fact many consumers appreciate the personal touch. "We've found that the most data-driven, potentially scary messages ... are the messages our customers and our subscribers react the most positively to," said CheapAir.com marketer Greg Samson. MediaPost Communications/Online Media Daily (12/11)

Toys R Us turns to Pandora to win mobile sales
Toys R Us has launched a campaign using Pandora's iPhone application to drum up holiday-season mobile sales. The retailer is running expandable and audio ads in the app, which can steer users to a customized mobile site where they can view promotions and featured products, create wish lists or shop online. MobileCommerceDaily.com (12/12)

Developer Update

Do developers need to prepare for HTML5's <main> event?
While HTML5 probably won't include a <main> element, it's possible the 5.1 update will add the tag, which would serve as a wrapper designating a page's main content. That would help developers make their sites more easily understood by tools such as browser "reader" modes, and by search engines' crawlers. Webmonkey (12/11)

Design Corner

Minimal websites that make big impressions
Stripped-down Web designs, based on the "thoughtful reduction" of extraneous elements, can make a powerful visual impact, writes Gisele Muller. This gallery of 21 websites includes some of the best minimal designs around. WebDesignLedger.com (12/11)

Small Businesses & Entrepreneurs

8 ways to promote your company's events on Facebook
A well-run Facebook campaign can be a cost-effective way to promote small-business events, writes Amy Porterfield. Create an Events page, share it widely and consider using paid ads to maximize turnout, she advises. "Turn your event into a Page Post Ad by clicking 'export event' and creating an ad for your target audience." Entrepreneur online (12/11)

Association News

Top Awards up for Grabs at the 11th Annual IAC Awards
The Web Marketing Association will be naming Best of Show winners and the Top Agency as part of its 2013 IAC Awards. Entries across all industries will be considered for the Best of Show for each advertising format. Top Agency will go to the organization that wins the most quality points in the show.

Learn more about WMA ->