This Week in Digital Marketing: Coca Cola’s Big Hire & More



1. Coca Cola Has Just Hired Its First Chief Digital Marketing Officer and Here’s Why


  • “It’s been a role fraught with discussion about its necessity, but Coca-Cola is the latest high profile brand to appoint its first chief digital marketing officer to help steer the business towards becoming a ‘digital company, but not just to put ads in social media.’”


2. Twitter is Eliminating its Ads That Requested People’s Personal Information


  • “Twitter is phasing out its lead generation ad format that brands could use to request people’s names, Twitter handles and email addresses…A Twitter spokesperson did not respond to questions asking why Twitter had decided to eliminate the ad format and what, if any, alternatives Twitter offers for brands that had used it.”


3. Facebook Live Will Spin up 360-Degree Streaming to Match YouTube


  • “Facebook plans to open up 360-degree live streaming to Pages using its Live API tool – that allows them to broadcast on Facebook through non-phone cameras like a 360-degree rig – sometime in the coming months.”


4. What Were the Biggest Social Media Trends of 2016?


  • Live video taking off
  • The rise of chatbots
  • Disappearing content
  • Politics and fake news


5. Amazon Delivered Its First Order Via Drone


  • “Initial test last week in Cambridgeshire, England, needed only 13 minutes from order to delivery.”


6. Facebook Plans to Buy Original Shows to Fill Its New Video-Only Feed


  • “The company is ramping up the roll-out of a video-only feed and paying publishers like CNN, The New York Times and BuzzFeed to produce live broadcasts.”


  • “Facebook has begun talks with media companies to acquire original shows as well as licensed programs that would be distributed on a social network.”


7. Amazon Leads Holiday Retailers Across Key Metrics of Email Marketing Activity and Performance


  • “Amazon and Walmart own the top numbers. Except for Toys R Us and Walmart, all brands increased their number of email campaigns versus last year, within a range of 111% (Target) and 32% (Macy’s).”


  • Amazon produced the top read rates in the group. Year-over-year read rate increases occurred for all brands except Amazon, Dick’s and Best Buy. Target drove the largest increase (40%); Dick’s saw the largest decrease (18%).


  • With the exception of Dick’s, all brands maintained inbox placement exceeding 90%. However, all brands’ inbox placement eroded versus last year – except for Macy’s – and most seriously at Dick’s. Contact frequency may be an issue here.”


8. 10 Social Media Trends Giving Brands New Ways to Engage in 2017


  • Facebook is very, very quickly becoming a video-centric platform
  • Instagram continues to be the most effective platform for brands
  • GIFs and emojis bring more personality to how customers express themselves


9. Instagram: 600 Million Users and Counting


  • “Today we’re proud to announce our community has grown to more than 600 million Instagrammers. And the last 100 million of you joined in just the past six months.”


10. The Smartphone Era


  • “A Forrester Research study commissioned by SteelHouse revealed that consumers who use multiple devices grew 13% to exceed 160 million people in the U.S. this year, while PC only fell by 34% and mobile-only users experienced 32% growth.


  • Within mobile, they found smartphone users grew 17%, while tablet users grew 164%.”
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