T: @DuaneBrown

Crafting Content at Pinterest: How Platform Insights Lead to Compelling Creative

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While speaking at Digital Summit Minneapolis 2016 earlier this week. I got the chance to sit on Brad Spychalski’s talk on crafting great content and how the team at Pinterest does it. He says his team looks at Values + Interests + Insights to build content for themselves and some of the big brands like Ziplock and Coca Cola that they work with on their platform.

Values
What makes your brand stand out? What’s your unique selling point? Values come down to how you see the world and what you can offer your potential customers that the competitors can’t. A lot of brands are trading on experiences right now but that experience has to be unique and fit into people’s lives.

Interests
The 5 areas that interests break down into are Hobby, Vocation, Preference, Project and Passion. When you take you values as a brand and start to map them over your interests. You start to see some potential content ideas bubble up to the service. If we were lego we might have some of the following down:

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An Attribution Model Built For The Modern Consumer

My talk from #HeroConf Philadelphia on April 26th, 2016. I had a blast and had about 125 people in the room out of the 547 people attending the conference.

Last click isn’t dead, it’s just retiring. In order to put your budget and time into marketing channels that will grow your business, it’s critical to understand how to attribute your conversions.

The attribution model Duane built can work for any startup or brand. It gives marketing teams a bird’s-eye view of what is and isn’t working, i.e. what campaigns are not just driving brand awareness but also getting customers to purchase your product. Are you ready to meet the modern consumer? In this session, you’ll learn:

How to move off last click and take a more holistic view of your business
How to attribute your conversions across the business
How to work better with the rest marketing & function as a squad

Find Out What That Acronym Really Means

Acronym Glossary Resources

Find out what any acronym, abbreviation, or initialism stands for with acronymfinder.com. Great handy tool if you need to save space on your AdWords search ads. Learned about the site from #HeroConf Philadelphia this past week. Approved by Google and Bing too I hear.

Ad Blockers Won’t Go Away Until We Make More Relevant Ads

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I get pitched a lot from vendors across the marketing industry who say they have the platform to solve my marketing challenges and make me more money. However, most can’t do it without giving their platform more credit then it deserves in our attribution model.

Yesterday I got pitched AdLinks. The platforms lets a brand create s shortened URL that cookies a person each time someone clicks on the link. Once that happens the person will start to see banner ads for the brand around the internet. This is a semi-remarketing play because the person doesn’t have to go to your brands website, you can send them to any site with the shortened URL. People seem to be doing these new ad styles becomes of ad blockers I feel.

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Ad Blockers
With 20% – 35% of people using ad blockers (more UK stats) across all age demos and most income types over the last few years. This doesn’t seem like a trend that is going to slow down. People are trying to stop seeing all the bland, boring or low relevance ads that are taking over their screens. It seems that every marketing platform is trying to find ways to put more banners ads in front of people, which is the main reason why people are using ad blockers to begin with.

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Facebook vs Google: Who Knows More About You Online?

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I’ve been thinking a lot about online identity, advertising and the different ways that Google and Facebook know who we are and know when to serve us an advertisement (aka banner ad).

Google has someone use multiple emails & profiles and has no way to connect them all together. I know Google often plays the long game but even from a short term point of view, I feel this is starting to hurt than help them. If Google doesn’t know all my profiles then how can they get a better understanding of who my whole self is online and what I like or don’t like for that matter.

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