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Top stories summarized by our editors
7/13/2020

Pinterest published a blog post that offers insight into its recent algorithm updates, which could make a difference in videos and content distributed to a brand's target audiences, writes Andrew Hutchinson. Content will now be driven beyond what posts users have shown interest in; it also will be driven by what sparks engagement, such as videos, writes Pinterest Engineer Yaron Greif, who also noted brands can boost engagement by posting regularly and utilizing different types of content.

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Social Media Today
7/13/2020

A New York resident has filed a class-action lawsuit against LinkedIn over its iOS app, which read data from Apple device users' clipboards, a feature that LinkedIn says has been disabled in the newest version of the app. The suit says LinkedIn violated California privacy laws and federal wiretap laws.

7/13/2020

Research indicates businesses are boosting customer data platform investments at an astounding rate. Pamela Parker examines the value of these platforms, which she says are "driven by the proliferation of devices and customer touchpoints, higher expectations for marketers to orchestrate real-time personalized experiences across channels and the need to navigate complex privacy regulations."

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Marketing Land
7/13/2020

Byte downloads surged last week following Secretary of State Mike Pompeo's mention that the administration is contemplating a TikTok ban in the US. The free short video app hit the No. 1 spot on the App Store with 126,000 global downloads on Wednesday and another 622,000 on Thursday, according to Sensor Tower.

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Sensor Tower
7/13/2020

Google is expanding its analytics to include predictive metrics with audience targeting recommendations for websites that meet select criteria and for market research, pointing to those campaigns that have the highest probability to spur purchases. The social platform has also banned ads for goods and services designed to track or monitor another individual without consent, following a study that revealed thousands of ads for surveillance tools.

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Social Media Today, CNBC
7/13/2020

PayPal's Rama Mallika talks in this interview about the importance of predictive, dynamic insights to engage prospects in a rapidly changing landscape and why emotional intelligence is just as important for business-to-business marketers. "The sales process can converge towards greater success with a solid emotional understanding," he says.

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Forbes
7/13/2020

Forrester's Vicki Brown advises business-to-business marketers to focus on buying groups, not individual leads, which involves identifying the role of each person within the purchasing team and ensuring marketing and sales are aligned to maximize opportunities. "It has always been about buying groups associated with opportunities, because opportunities are how a B2B organization measures revenue," she writes.

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Forbes
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Vicki Brown
7/13/2020

The most-shared LinkedIn headlines contain the phrases "X Ways To..." and "X Things You..." and the top two numbers used in headlines are five and 10, per BuzzSumo analysis. Austin Kelly explains how to create headlines that will result in increased engagement on social media using a three-step formula and provides examples.

7/13/2020

Business-to-business companies have been forced by the pandemic to transform trade shows into virtual experiences and this article takes a look at activations created by Alibaba Group, Gigabyte and Fitbit. Alibaba's Virtual Brand Experience Center offered 3D tours with virtual reality product demonstrations and Fitbit created a virtual booth to target HR professionals.

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Chief Marketer
7/13/2020

BMW is revisiting a foray into branded content with BMW Films, a group of serialized podcasts akin to soap operas that will be void of ads or product placements but will include "secret hints" that are recognizable to fans, said a company spokesperson. "We wanted to use this series to show our vision of the future when it comes to the development of cities and mobility within them," the spokesperson said.