This Week in Digital Marketing: The Top Retail Brand of 2016 Revealed!


1. Facebook’s Latest Measurement Error Undercounted Instant Articles Traffic


  • “This is the fourth time Facebook has disclosed measurement errors in as many months.”


  • “Measurement firm ComScore identified the error, which affected publishers’ traffic measurements from September 20 through November 30. Facebook said it has fixed the issue…”


2. Wal-Mart’s 2016 Holiday Videos on YouTube Have Earned Over 75 Million Views – Far More than Any Other Brand


  • “Walmart has scored more than double the number video views than the second leading brand on YouTube for holiday-related content.”


3. 51% of US Adults Have Bought Something Online via Their Cellphones [Pew Data]


  • “Latest Pew e-commerce research also shows that 80% shop online, but buying isn’t a frequent occurrence for most.”


4. Study: 55 Percent of Mobile Dollars Wasted


  • “More than 70 percent of mobile ads fail to create a positive user experience.”


  • “The report recommends minimizing disruptive ad formats, a greater focus on video ads and investing more in developing mobile ad creative. It also suggests more ‘real-time and contextual’ targeting in addition to demographic/audience targeting.”


5. Facebook Live Audio Turns the Social Network into a Radio Broadcaster


  • Facebook will start testing audio-only live streams with BBC World Service, Harper Collins and Others”


  • “On Tuesday, Facebook announced Live Audio, an audio-only version of Facebook Live that can be used to broadcast radio shows, podcasts, book readings and more.”


6. Instagram Launches Stickers for Stories, But Advertisers are Left Out for Now


  • “The first feature, stickers, is a way to add context to stories. After the photo or video is taken, a stickers button will be added next to text and drawing tools to further enhance them.Various stickers have been added, such as weather, current time and location, and can be resized or moved across the canvas. The location will give the viewers the ability to learn more.”


  • “Instagram has also added a ‘hands-free’ option to record video with one tap – which certainly makes things easier, as the user does not have to press and hold any more. They’ve also gone ahead and allowed users to add unlimited text to their uploaded media (with center, left or right justification) and wrapping.”


7. How Twitter is Making its Top Search Results More Relevant than Recent


  • “In September, Twitter started sorting the top results on its search pages based on relevance, a departure from its traditional reverse-chronological order.”


  • “Twitter’s also looking at how it can squeeze a wider variety of tweets into search results, so that flashier tweets don’t obscure the rest.”


8. TV Marketing: The Future is Digital


  • “In order to create a holistic marketing strategy that can survive the changing digital landscape, brands need to consider where the future of TV is going.


  • 1:1 personalization, for example, is an emerging form of TV advertising that can enable brands to tailor the engagement to specific customers and offer them unique content.”


9. Twitter Overcharged Video Advertisers Due to Error in Its Android App


  • “Twitter has refunded advertisers whose Android campaigns were incorrectly measured due to a technical glitch.”


  • “In some cases, the refunded amount was as little as $1, though that may say as much about Twitter’s video ad prices as about the scope of the error. The glitch inflated Twitter’s video ad measurements by as much as 35 percent, according to Business Insider.”


10. Newsletters Still Top Tactic for US Email Marketers


  • “Approximately 4/5’s (83%) of the US email marketers Clutch polled sent newsletters as marketing emails, making it respondents’ most widely used email marketing tactic.


  • “In general, email continues to be the most cost-effective choice when measured up against other digital marketing tactics. Email had a median ROI of 122%, according to US marketers polled June 2016 by the Data & Marketing Association and Demand Metric.”


11. BrandZ Top 25 Most Valuable Global Retail Brands 2016/17


  • 5. Ikea: 18.08 million (Brand value change: +6%)
  • 4. Walmart: $27.275 million (Brand value change: -23%)
  • 3. Home Depot: $36.440 million (Brand value change: +32%)
  • 2. Alibaba Group: $49.298 million (Brand value change: -26%)
  • 1. Amazon: $98.988 million (Brand value change: +59%)


  • “Amazon has experimented with physical retail stores, opening its first bookshop in Seattle, the city where the business is headquartered, and has been launching a range of subscription and delivery packages which promise next-day, same-day and even two-hour delivery slots in selected areas….In 2015, worldwide paid Prime memberships increased 51 percent – 47 percent in the US and even faster in other markets.”


  • “On Prime Day 2016, a one-day global shopping event giving Prime members exclusive deals and discounts, more than 85,000 items were sold in the US through Alexa voice-activation alone. Subscriptions taken out on Prime Day in 2016 were up more than 30 percent over 2015.”


  • “Amazon in mid-2016 announced a $3 billion investment in India on top of $2 billion it allocated in 2014.”


  • “Since launching in 2014, Prime Now has grown to cover more than 25 metropolitan areas across the U.S., the UK, Italy and Japan.”


  • “Amazon is also expanding into the lucrative world of private label for food and household supplies.”


  • “Amazon reported lower-than-expected profits in Q3 2016 after three previous quarters of record gains, but it is seeing growing margins from its web services, which are a growing proportion of profits.”
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