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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Weekly roundup: 5 digital marketing tips, trends and tactics

What marketers can learn from the 'Ice Bucket Challenge'

For the past several weeks, people have been dumping buckets of ice over their heads as part of a viral social media campaign, the "Ice Bucket Challenge." While the campaign is focused on raising awareness for ALS, marketers in any industry can learn a couple lessons from this grassroots campaign. Make it personal with call-outs that help the campaign have a larger reach as well. With a social campaign, tie hashtags and key phrases to the campaign to give it a brand of its own. “One of the reasons it’s been so successful is that it started organically, with one individual and his family," Carrie Munk, chief communications officer of the ALS Association, told Digiday. "It’s been tremendous to see the outpouring of support. It exploded beyond our wildest dreams.” Word-of-mouth viral marketing is all about making a personal, human connection.

Read more at Digiday

Facebook helps brands understand multi-screen behavior

As brands reach customers on every channel and screen, with more than 60 percent of U.S. online adults using at least two devices daily, they want to know how successful each channel is at converting customers, and Facebook is here to help. With Facebook's new feature, marketers can see how many people clicked on an ad on an iPhone but then later purchased a product on their laptop. 32 percent of users who showed interest in a mobile Facebook ad converted on a desktop within 28 days, according to Facebook internal data. As the buzz of big data continues, social media platforms are giving marketers more data points into how to best convert their customers, and it's only to the advantage of marketers to use those insights.

Read more at Marketing Land

Today's CMO wears two hats: Data analyst and storyteller

The rise of marketing automation and personalized messages has demanded that marketers bring a new set of skills to the job. As marketers listen to what customers want, they often collect and analyze customer data—who they are, where they're engaging and how they're converting. Since customers can choose which messages they want to engage with, marketers must give them a compelling reason to engage, hence the need for stellar storytelling. And to prove the ROI of marketing and to reach customers where they want to be contacted, marketers must tap into data about their behaviors. "In terms of the storyteller vs. the data-driven marketer, it's not a zero-sum game," Steve Herrera, director of executive search at SEBA International, told Ben Plomion, vice president of marketing at Chango. "The fact is, every CMO needs to do both."

Read more at Convince & Convert

Video marketing is the content marketing of the future

As marketers look for the next big thing in content marketing, they should focus their energy on video marketing, says Jennifer Pepper, content marketing manager at Vidyard. Pinterest, Instagram, Snapchat and other visual platforms have shown that customers want to interact in a visual way, and video marketing takes those photo-heavy messages to the next level. The typical customer considers 10.4 pieces of information before making a purchase, so marketers need to provide engaging, personalized content for customers through their purchase path. "While YouTube is a powerful destination site that’s absolutely critical to your content strategy, videos embedded on your site contribute to your SEO and site authority," Pepper writes.

Read more at It's All About Revenue

Why marketers must tread lightly when collecting customer data

Typically marketers ask a customer about his preferences for certain products and channels to be contacted on in order to provide personalized messages, but soon marketers will base communications off a customer's activities. "Ultimately, consumers will find the benefits of providing anonymous data in exchange for valuable experiences a lot less irritating than page-overs, endless commercial breaks and dark patterns in digital user experiences attempting to trap them into an acquisition funnel," writes Dave Meeker, vice president of innovation at Isobar, on AdWeek. Brands best proceed with caution as customers are hesitant to provide personal information, especially since Facebook and OkCupid are testing customers to collect insights into their behaviors.

Read more at AdWeek

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