content creation


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.


What:  Portada talked with Stanley Black & Decker’s VP Digital and Commercial Excellence  Andres Amezquita about how SB&D is using Latin America as a major market to test digital and content innovations.
Why it matters: Content commerce and SB&D’s new “omnichannel” approach to marketing in Latin America will be a featured topic at Portada Miami on April 12  Make sure to get your tickets! While offline continues to be important, Amezquita says offline plus online has “a stronger appeal.”

Andres Amezquita is proactively changing SB&D’s marketing approach in Latin America.

The global diversified industrial company that provides tools and solutions to builders and makers worldwide, is keenly away of the power of reaching consumers digitally. But that doesn’t mean abandoning the traditional offline channels of communications that have served the company so well since its founding in 1843.

While the traditional focus has been on offline communications with consumers (in-store materials, catalogues, print), SB&D is proactively changing its marketing approach in Latin America, Amezquita tells Portada.

“While we realize offline continues to be important we believe an omnichannel (offline plus online) approach has a stronger appeal.”

Content and focus on the end-user is driving SB&D’s new LATAM strategy of a combined offline and online approach.

“Our strategy is to be end-user centric. Content is a key pillar of this,” Amezquita says.

SB&D’s shift from traditional commercialization strategies to an end-user centered e-commerce approach to marketing also takes into account the exploding growth of consumers’ access to the internet via cell phones in Latin America.

“YouTube and social media, in particular Facebook, are key for our communication strategy,” Amezquita says.

Stanley Black & Decker’s Andres Amezquita will be a featured speaker at #Portadamia on April 12 when he will discuss how SB&D’s content- and user-focused digital strategy in Latin America is changing the way SB&D is reaching customers.

Portada: What are some of the ways digital tools can improve your content reach to consumers?

AA: We have to have all the fundamentals in the right place (websites, social destinations) while bringing technology to key activities like our after-sales service network.

While we realize offline continues to be important we believe an omnichannel (offline plus online) approach has a stronger appeal.

Portada: What are some of the new tools SB&D is deploying in Latin America that reflect an increased focus on the end-user, and how does ecommerce fit into this?

AA: We also realize the importance of digital tutorials and video content to upskill and help our users do more with their tools.

Portada: Why the importance of eCommerce?

AA: eCommerce is part of the ecosystem where our end user moves gathering information to make decisions and choosing the best way to buy our products.

Portada: What changes have there been in online sales for SB&D in Latin America?

AA: We have accelerated growth in this area putting a lot of focus on it. We are not only looking at pure players but actively working to develop our customers within marketplaces.

Portada: Is SB&D using machine learning as part of its overall consumer-centric, content focused online and offline strategy?

AA: Definitely.

Portada: Why and how is Miami important for Stanley Black & Decker Latin America?

AA: Close to Miami we have our Global Emerging Markets headquarters. In this division we work every day to create an exponential organization and experiment new models to grow our business. Miami is in a privileged place geographically for being close to Latin America and yet at a distance to get a bigger picture. Also it provides a daily platform to explore upcoming digital trends before they are hot within Latam.

We are introducing 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.

Phrasee’s AI-powered Copywriting Tool Attracts $4M in New Funding

Investors will pour U.S. $4 million into the digital marketing software company Phrasee to power the expansion of its Artificial Intelligence tools that help brands like Domino’s and Virgin write better subject lines for emails. Brands also use Phrasee’s tools to write more effective Facebook and Instagram ads. The new funding will help Phrasee, based in London, to open offices in San Francisco.

Facebook is reportedly building a stand alone shopping app for Instagram, sources tell the media outlet The Verge. The app will allow Instagram users to use the app to buy goods from merchants they follow. Instagram is keeping mum about the new shopping platform. According to Facebook, there are 25 million businesses with accounts on Instagram.

Artificial Intelligence is rapidly changing how brands create content. The Tel Aviv firm Bidalgo has a new AI-powered tool that measures KPIs for the different elements of creative content, including words (messaging) and images (including video). MediaPost also reports that McCann Erikson Japan has launched the world’s first robotic creative director that analyzes key elements of past award-winning ads to then develop new ones.

The retail customer analytics firm Custora has won $13.75M in new financing for its software that uses Artificial Intelligence to help retailers segment and better understand their customers and as a result provide more personalized offers. Retailers also use Custora’s machine learning to analyze the impact of discounts and price points and forecast the lifetime value of each customer.

Investments in mobile advertising increased by 25% in the second quarter of this year compared to last, and more and more brands are choosing to place their ads within mobile apps, according to PubMatic’s Quarterly Mobile Index for 2018. In just the last year, spending on mobile video ads has increased by 239 percent, with a 688-percent year-over-year increase in advertising within mobile apps, the PubMatic release said.

The online flower delivery company Telaflora is using Artificial Intelligence to match offers to individual customers’ desires and preferences. Using AI tools from Bluecore and Custora, Teleflora succeeded in matching customer data with products to increase year-to-year sales by 50%, according to ClickZ.

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