Digital marketing news – 5 alternative stories
Welcome to another edition of our 5:5 digital marketing news stories. As usual we’ll be covering an array of alternative digital marketing news stories from marketing start-up Ahalogy pins its future on Pinterest to Alibaba buys ‘Chinese YouTube’ for $3.7bn. As we always say here at The Digital Marketing Bureau, there’s never a dull moment in the world of digital marketing!
Marketing Start-up helps brands on Pinterest
Start-up company Ahalogy from Cincinnati helps brands such as Quaker, Kraft, and Tom Shoes to get their line of products in front of Pinterest users without annoying anyone on the pinning site.
What’s fascinating is that the Cincinnati company only focus on Pinterest. Quite a few of you must be thinking that the start-up is taking a brave approach but we like their idea, especially the way visual platforms continue to flourish.
Betsy Sigman, a professor of social media and technology at Georgetown University mentioned in a recent article on Ahalogy in the LA Times that “In general, I would say it’s not a good idea for a company to focus on one platform. But I don’t think this is risky for [Ahalogy] because Pinterest is an unusual social media company.” (LA Times, November 2015).
A key stat indicates how important Pinterest is to brands, for example in Ahalogy’s media consumption study they found out that 89% of people who use Pinterest daily have bought something they saw on the platform.
With this stat alone, it’s fair say Ahalogy can afford to be a lone wolf and concentrate on one platform. If you would like to know more about this interesting start-up click here.
Image Source : Ahalogy
Asda Turns to Tumblr to Target Christmas Ad Campaign
Asda has announced that it will turn to Tumblr to push its mums-centric Christmas marketing campaign with sponsored editorial content in the form of recipes, tips, gifs, vines and listicles. (The Drum, November 2015).
This is Asda’s first ever content marketing campaign on the blogging platform and will promote its three campaign themes of ‘bringing the family together’, ‘having fun’ and ‘enjoying food’.
According to The Drum, Asda’s decision to create a Tumblr Christmas campaign is likely to be based on Yahoo’s figures which say 85 per cent of mums on Tumblr are active sharers of content and almost 40 per cent of mums on Tumblr have liked a brand or product.
The Christmas campaign will also run across Yahoo Gemini native advertising, Yahoo Mail log-in ads and a Yahoo homepage takeover.
Image Source : The Drum
Data the ‘New Currency’ in Digital Marketing According to Yahoo
Yahoo Inc.’s chief revenue officer Lisa Utzschneider recently mentioned that the search engine giant considers data as a new currency that can help marketers understand more about their target audience.
Utzschneider spoke at the recent Yahoo Digital Marketing Summit in Taipei and stressed that “Data is the new currency and is a medium of exchange of value between marketers and consumers.” (Focus Taiwan, November 2015)
She also mentioned that Yahoo’s acquisition of video advertising platform BrightRoll, mobile apps analytics startup Flurry and social network Tumblr over the past two years has given the company more interesting data and insights into consumer behavior.
Utzschneider stated that when she joined Yahoo a year ago, she was very excited about how much data the search company had and how relevant and valuable it was for marketers.
Russian Search Engine Yandex, Adds Mobile-Friendly Label To Search Results
Yandex is now the third search engine site to add a mobile-friendly label to their mobile search results and release a testing tool according to Search Engine Land.
The change was reported via Russian Search Tips that the mobile friendly label now appears in search and that they have also released a mobile-friendly diagnostic tool so webmasters can check to see if their sites are mobile-friendly.
Bing recently released their mobile testing tool which was featured in a recent 5:5 post.
Image Source : Search Engine Land
E-commerce Giant Alibaba buys ‘Chinese YouTube’ for $3.7bn
E-commerce giant Alibaba has bought the remaining shares of China’s popular online video site, Youku Tudou, in an all-cash transaction estimated to be worth some $3.7bn. (Net Imperative, November 2015)
Youku Tudou which was founded in 2012, the Chinese site allows users to view and search high quality video content from an array of mobile devices.
E-commerce site Alibaba previously held 18.3% share in the Chinese video company. Net Imperative mention that with the merger, the former would gain access to more than 580 million online video users a month, further bolstering its play in the Chinese digital media market.
The deal is expected to be finalised in the first quarter of 2016, if you are interested about Alibaba/Youkou Tudo deal we recommend reading Market Realist’s article.
Image Source : Net Imperative
What Are Your Thoughts?
Which story interested you the most in today’s 5:5 digital marketing news round-up? Feel free to comment via our Facebook and Google Plus pages. Alternatively, if you prefer to tweet us, feel free to to tweet James, Mark, and myself (David Dhannoo).