MarTech Roundup: Study Reveals Most Effective Facebook Posting Strategies

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • A new study by Quintly examined 105 million Facebook posts that point to the most effective ways to reach customers on the platform. Link posts are the most popular with Facebook users. Not surprisingly, videos draw the most interactions, 65-percent more than images. Longer posts (more than 150 characters) are less popular than shorter posts. And according to the study, interactions are significantly greater (13-percent more) on weekends.

 

  • While nine out of ten marketing executives report using artificial intelligence to improve returns, 34-percent of executives surveyed by Business Insider Intelligence say they feel “unprepared” to use AI to its full potential. Companies could expect “bigger boosts in revenues,” if marketing executives had a greater understanding of AI, Sky Cassidy, CEO of Mountain Top Data, said in a release. Using AI to improve email results should be a top priority, according to Cassidy.

 

  • In-app digital advertising continues to grow exponentially, according to the latest PubMatic Quarterly Mobile Index report. In-app video spend jumped 200-percent per year in 2018. In-app impression volumes driven by header bidding technology increased by 300-percent, and server-side (S2S) header bidding offers publishers new ways to increase efficiency and competition. In-app advertising makes up the majority of mobile ad spend on the PubMatic platform.

 

  • Retail is poised to feel a big impact from AI in the coming years, according to new market analysis by UBS. But big data is not necessarily where the most opportunities lie, My Total Retail reports. So-called “small data” that pinpoints individuals’ purchasing preferences, experiences and goals, holds a key promise of increasing marketing returns, according to reporting by My Total Retail. Retailers should use AI in combination with voice assistants, chatbots and data analytics for best results in building and retaining customer loyalty.

 

  • The interactive content management platform Ceros has received $14M in Series B investment funding for its content animation services, according to reporting by ClickZ. Ceros was founded in London in 2012. It has offices in five countries and provides a total solution for content creators, including hosting, animation, access to assets and analytics.

 

  • Fastbase announced that it is now offering a Google Ads extension that tells advertisers the names, websites, addresses, phone numbers, contact and email information of businesses that click on Google Ads—and going back one year. The extension is available via Google Analytics.

 

  • Digital advertising spend is expected to outpace traditional advertising expenditures this year, according to forecasting by eMarketer. As reported by Tech Crunch, digital advertising will represent 54.2-percent of total ad spend in 2019 compared to traditional advertising's 45.8-percent.

 

Mark A. Browne

Mark A. Browne is Portada's Marketing Innovation Editor. He is a bilingual (English-Spanish) writer, media relations manager, and content creation professional with an established record providing journalism, copywriting and analytical content services to major publishers, PR agencies and businesses in the United States, Latin America and Europe. His award-winning career as a reporter and editor includes daily and weekly newspaper experience and free-lance writing for major print and online publications.

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