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March 25, 2013
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Current News and Ideas for Web Developers and Marketers

  Top Story 
  • Data-ownership fights are breaking out among agencies, clients
    Marketers and agencies are increasingly getting embroiled in fights over the ownership of data generated, collected and used during online campaigns, Alexandra Bruell writes. Some clients inadvertently sign away their data ownership to agencies; others wage long and ugly battles to win back the data generated by their campaigns. "It's not good business" for agencies to pick fights over campaign data, says Michael Brunick of IPG's Mediabrands Audience Platform. "Clients should own their data, and we should have the rights to use that data on the clients' behalf." Advertising Age (tiered subscription model) (3/25) LinkedInFacebookTwitterEmail this Story
  • Tide aims to clean up with mobile-video ad campaigns
    Tide is blending mobile video into its ad campaigns in a bid to keep its edge, says Procter & Gamble digital brand manager Eric Gruen. "We want to be at the cutting edge of innovation. And truthfully, the best way to do that is to continue to invest in mediums like mobile video," Gruen says. eMarketer (3/22) LinkedInFacebookTwitterEmail this Story
  Getting the Word Out 
  • The psychology of social media marketing
    Social media marketing works because people are most invested in the relationships they've taken an active role in nurturing, Fausto Mendez writes. "This social media-based relationship between a brand and a customer isn't as strong as the connection between two real people, but it is much stronger than the relationship a customer forms with a brand through TV, print or Web ads," Mendez writes. SmartBrief/SmartBlog on Social Media (3/22) LinkedInFacebookTwitterEmail this Story
  • Brands put a social spin on their offline advertising
    The "language of social media" is even seeping into ad campaigns that have no social media element of their own, Stuart Elliott writes. Brands talk about status updates, "likes," friend lists and other elements of social networking in a bid to become more relatable and instantly comprehensible to their target audience. "We were using social media in our ads because it's so understandable," explains Bridgett Judd, group director for strategic innovation at Saatchi & Saatchi Los Angeles. The New York Times (tiered subscription model) (3/24) LinkedInFacebookTwitterEmail this Story
  • Facebook tools aim to help brands find easy-to-convert buyers
    Facebook is rolling out tools to let brands target consumers according to their purchasing behavior, which will allow brands to focus on individual consumers who seem likely to buy their product, or who have a track record of buying rival products. The network is partnering with Datalogix to target users without revealing their identities to advertisers. Mashable (3/21) LinkedInFacebookTwitterEmail this Story
  Developer Update 
  • How to turbocharge your websites
    There are plenty of obvious ways to speed up your website -- but there are also a number of more unusual techniques that affect a site's speed, this article notes. Consider switching to ASCII encoding, using internal CSS or condensing your JavaScript into a single file to improve performance, according to this article. Scriptiny (3/22) LinkedInFacebookTwitterEmail this Story
  Design Corner 
  • In praise of patterns
    Patterned backgrounds and design elements can make websites more interesting and appealing, writes Aquil Akhter. "Often mildly skeuomorphic in nature, they bring an element of real-world texture to a site," he writes as he profiles more than two dozen sites using patterns to great effect. (3/22) LinkedInFacebookTwitterEmail this Story
  Small Businesses & Entrepreneurs 
  • Why every SMB needs a content marketing strategy
    A solid content marketing strategy is a must-have for small businesses aiming to make a splash online, writes Boney Pandya. News releases are part of that effort, but so are infographics, guest blog posts and a host of other elements, he notes. "[S]tart working on building your network of quality content and you'll be on your way to becoming a successful online marketing guru," Pandya writes. Small Business Trends (3/24) LinkedInFacebookTwitterEmail this Story
  Hot Topics 

Top five news stories selected by readers in the past week.

  • Results based on number of times each story was clicked by readers.
  Editor's Note 
  • ad:tech San Francisco Conference pass drawing winner
    Congratulations to Jessica Maxwell of LBi. She was selected as the winner of a Full Conference Pass from the Web Marketing Association to ad:tech San Francisco which will be held at the Moscone Center West April 9-10! There is still time to sign up for this outstanding marketing event. Learn more at the ad:tech website. LinkedInFacebookTwitterEmail this Story
A thing is mighty big when time and distance cannot shrink it."
--Zora Neale Hurston,
American author

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