January 11, 2021
MMA SmartBrief for Apps
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Industry Highlights
Parler, a social media app popular among conservative users, went offline on Sunday night after Amazon joined Apple and Google in suspending the app in Amazon's web hosting service due to its poor moderation of content. Parler CEO John Matze says the move by the tech giants may result in service interruptions for up to a week as the company rebuilds the site from the start.
Full Story: The Washington Post (tiered subscription model) (1/11),  The Wall Street Journal (1/11),  CNN (1/11) 
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Entain and Verizon Media are working on a sports betting platform that uses virtual reality technology. The product, which is still in the proof-of-concept stage, would also allow fans to socialize and look up data.
Full Story: FierceVideo (1/4) 
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Has this happened to you?
You find the perfect job opening. You're ready to apply but there's one bullet point you don't meet the criteria for. You begin to doubt yourself. You procrastinate and, just like that, your dream job slips through your fingers. Sound familiar? Join us on January 22 for Career Day. Let's put those doubts to rest.
Marketing & Monetization
Beauty app Brandefy is responding to consumer demand for less expensive beauty brands that are similar to their higher-priced counterparts. "Beauty dupes" is a popular search phrase among consumers younger than 35 and Brandefy has about 30,000 monthly users.
Full Story: Glossy (tiered subscription model) (1/4) 
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Boost Reels engagement with authentic, topical content
Marketers experimenting with Instagram's Reels format can boost their engagement by delivering authentic, original content and tapping into current cultural trends and topics, according to the social platform. Other best practices include "having a WOW factor" and a "fun surprise or twist" and adhering to community guidelines.
Full Story: Social Media Today (1/6) 
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Snapchat has relaunched its Global Partner Solutions program, which is split into strategic and certified partners tiers. The program is designed to help advertisers connect with leading firms that provide creative execution, campaign optimization and other support services.
Full Story: Social Media Today (1/6) 
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How to measure consumer attention: A step-by-step guide
It's not easy to get a comprehensive understanding of advertising performance. To do so, digital marketers need to go beyond baseline verification. Download this step-by-step guide to learn how to measure consumer attention across display, mobile, video, and branded content.
Wireless Ecosystem
Microsoft is testing a new Windows taskbar widget to provide access to dynamic content, including news and weather. The company said this optional add-on will be ad-free once formally released.
Full Story: ZDNet (1/6) 
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Featured Content
Sponsored content from Twitter
New research: How the lockdown changed sports fans
Though this NFL season may look a little different, fans are more excited than ever to welcome back their favorite teams and athletes—and they want brands to participate too. A new study reveals how fans' behaviors have changed during lockdown. Learn more.
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4 keys to Burger King's #CowsMenu launch success
Burger King's launch of its #CowsMenu sustainability campaign was a huge hit on Twitter, where 55% of people look to buy from companies that are environmentally responsible. See how the fast food giant's uniquely creative campaign got people talking and drove a 5X increase in brand mentions.
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Marketers Needs
Customers of mobile and online banking app Simple were told Thursday that their accounts will be transfered to BBVA USA, the bank that owns the app. The move comes two months after the bank announced it will merge with PNC.
Full Story: TechCrunch (tiered subscription model) (1/7) 
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Brands tap mobile amid shuttered holiday events
Leading brands overcame the void of in-person events during the holidays through custom apps and other mobile connections to deliver everything from augmented reality experiences to live concerts and video games. First Tube Media CEO Andrew Beranbom notes, "Every smart brand in the world now understands that being in front of people is really valuable. You can provide an amazing experience for 500 people, and then 5 million people get to watch it."
Full Story: Marketing Dive (1/8) 
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Developer Corner
The areas of application development security, cloud security and risk management will create the most cybersecurity jobs in the next five years, Atlas VPN reports. Overall, the demand for new employees in the field still numbers in the millions.
Full Story: IT-Online (South Africa) (1/7) 
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MMA News
2021 State of Mobile for Marketers - Back by popular demand!
In one of the most attended webinars of 2020, last year's report predicted that 2020 was the year that would shatter all mobile records. The pandemic supercharged and accelerated many mobile behaviors, transforming businesses in the process. In this much anticipated 2021 State of Mobile for Marketers report, Amir Ghodrati, Director, Market Insights at App Annie, will share surprising insights from this year's survey, including how Covid-19 has transformed consumer behaviors across mature and emerging markets, and share tips and trends you need to know to be successful in 2021 and beyond. Thursday, February 25 2:00pm - 2:30. Register Now!
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The Great Debates Marketing Growth Frameworks Summary Session Hosted by EY
This session will be hosted by EY, which will summarize the six marketing growth frameworks presented so far and provide strategic guidance regarding the pros, cons and considerations of each. There will also be a panel conversation featuring Joanna O'Connell from Forrester, Marc Vermut from Neustar, and Dr. Andrew Stephen from The University of Oxford, each sharing their perspectives from analyst, technologist, and academic points of view. Sign Up Now - It's Free
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Editor's Note
SmartBrief will not publish Jan. 18
In observance of Martin Luther King Jr. Day in the US, XXX SmartBrief will not publish Monday, Jan. 18. Publication will resume XXX.
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