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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

4 ways Facebook's "people-based marketing" helps the CMO

With the release of Atlas this week, Facebook aims to revolutionize the ways marketers measure their campaigns and reach customers. The new offering will make measurement and analysis on the social platform easier, Jack Marshall writes on CMO Today. Here are four components of Atlas that will excite marketers:

  1. "People-based marketing" replaces the need for inaccurate cookies by delivering information about what ads a specific user sees.
  2. Atlas can follow a user's interactions across devices, so marketers know when someone views an email on mobile but completes a purchase on a laptop.
  3. User interactions extend past the digital world, and help marketers measure and understand in-store sales.
  4. Mobile is the main focus, but Atlas measures ads on all digital platforms including Instagram.

Read more at Wall Street Journal's CMO Today

Tablets as mobile devices: debate heats up

Marketers often clump smartphones, smart watches and tablets into the mobile category when analyzing the performance of various channels, yet marketing experts can't seem to agree on whether tablets should be considered mobile or not, Christopher Heine writes on AdWeek. Lee Zalben, president of Peanut Butter & Co. argues that people use tablets very differently than they use smartphones, so the two shouldn't be clumped together. On the other hand, Eric Bader, CMO of RadiumOne, says tablets have built-in cellular service, so they are more comparable to a smartphone than a laptop. With 320 million tablets predicted to be sold in 2015, perhaps marketers will allocate a new category to tablets.

Read more at AdWeek

To personalize marketing, companies must integrate data

Data can be a gold mine for marketers, that is if they know how to collect, analyze and put the insights into action. The problem is companies on average use 36 different data systems, and those systems often aren't integrated. That means often data just sits with the company and isn't put into action. Only 24 percent of senior executives integrate their data systems, according to a recent Forbes Insights survey. While creating a single view of each customer is a priority for many CMOs, they first need to tackle the way they handle their data collection and analysis.

Read more at eMarketer

Apple Pay offers new mobile way to reach customers

As more mobile devices and software emerge, marketers increasingly are focusing on the mobile customer experience. The introduction of Apple Pay opens up the opportunity for customers to access coupons, tap into loyalty programs and complete purchases. “No one wants to carry 30 loyalty cards in their wallet,” Jack Philbin, CEO of marketing technology company Vibes, tells Fortune. “Everyone wants to take it digital.” While only 30 percent of offers saved in Passbook or Google Wallet were redeemed in store, Philbin predicts that more people will use these features, since doing so is a learned behavior.

Read more at Fortune

Bye bye, silos: 3 ways to unify SEO and digital marketing

CMOs know the importance of integrating teams within the marketing department and collaborating with other departments including IT, finance and sales. While SEO isn't always top of mind, combining SEO and other digital marketing efforts can reap huge benefits, writes Steve Olenski, senior content strategist at Oracle Marketing Cloud. Here are three ways for CMOs to get started with the integration:

  1. Create a list of target keywords that all marketing teams use.
  2. Spread a consistent message and image to establish authority and a common marketing vision.
  3. Think long-term by planning and committing to a common goal based on eternal SEO and digital marketing integration.

Read more at Forbes

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