Digital marketers should optimize for voice search with longer keywords and a focus on localized search engine optimization, writes Ryan Ayers. Develop consumer trust with a consistent brand voice, ensure your site is mobile-friendly and adopt text as a key communications tool, and put in place cross-departmental marketing teams to ensure a coherent strategy that allocates spend where it will most drive brand revenue, he advises.
The Food and Drug Administration has unveiled an anti-vaping campaign aimed at teens that includes messaging in 10,000 school bathrooms and on websites and employs geofencing to target young people in schools. The push spotlights the dangers of chemicals used in vaping liquids, with cautionary video ads across social including YouTube, Instagram and Spotify.
Biometric research by Kargo and Media Science on mobile advertising reveals that video has lower viewability scores than animated or banner ads but evokes the strongest response from viewers. The findings are important, as they question whether marketers should be fixating on viewability metrics for ads or instead measuring by their more significant cognitive effect, writes Joe Mandese.
Amazon is poised to take third place behind Facebook and Google in terms of US digital ad investment this year, attracting $4.61 billion in spend and taking a 4.1% share, eMarketer predicts. Additionally, Amazon is expected to account for 7% of total US digital ad spend by 2020, with Facebook and Google taking a combined 55.9%.
By tapping into the psychological concept of social proof, or the idea that people are attracted to products and experiences that friends enjoy, marketers can reach a wider audience, writes Eric Christopher. Social proof provides authenticity and transparency, allows for better storytelling and creates the fear of missing out within a target audience, he writes.
Latinos in the US age 35 or younger are one of the fastest-growing populations with a 20% increase in just the past decade, according to a Pew Research Center study. Other findings include the fact that 81% of Latinos in this age group in 2016 were born in the US and 77% percent of those ages 18 to 35 believe hard work leads to success.
Spirits company Buchanan's won the gold medal at this year's San Francisco World Spirits Competition. The brand's Hispanic marketing plan includes the "Es Nuestro Momento" campaign and a promotional partnership with reggaeton artist J. Balvin.
The first Hispanic Supreme Court judge, Sonia Sotomayor, spoke to a packed room of 500 visitors, many of them children, at the Brooklyn Public Library about her rise to the country's highest court and love of reading. Sotomayor writes about her youth in the two autobiographical children's books, "The Beloved World of Sonia Sotomayor" and "Turning Pages."
Facebook has rolled out a pilot initiative that gives US political candidates and their teams enhanced security options to protect their accounts, including two-factor verification and monitoring of possible hacking threats. "As we detect abuse, we will continue to share relevant information with law enforcement and other companies so we can maximize our effectiveness," writes Facebook's Nathaniel Gleicher.
Instagram has teamed up with TurboVote to provide users with the information they need to register to vote via ads in Stories and feeds. The platform will also run "I Voted" story stickers on the day of the elections; users can employ the stickers to encourage their friends to vote and help them find their local polling station.
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