Must Reads from CMA’s Digital Marketing Council #25

Here’s the latest round-up of must-read content from around the web from CMA’s Digital Marketing Council

Lunch Bot, Anyone? How Brands Can Use Chatbots in Advertising
Thinking about chatbots? Consumers are curious and bots can play a critical role in shaping what they encounter. Is your objective service or discovery? You'll want to consider the balance between partnerships for scale vs direct consumer interaction for control. In either case, a focus on relevance and personalization is key to success. – Shared by Katie Fisher, Director, Overseas Business Development, Harlequin

WTF is Musical.ly? A guide for brands
Another bright/shiny object or the next big thing? Musical.ly now has over 100 million users who uploading over 10 million video clips daily of themselves. 15 second videos of people lip-syncing. Is this just another part of the Selfie Generation or is there something here for brands? – Shared by Mitch Joel, President, Mirum

What killed Gawker could hurt Canadian media, too
Its slow demise unfolded like a dime-store piece of modern day pulp fiction. What could the end of Gawker teach Canadian advertisers about engagement with their customers on volatile digital outlets? How can CMOs reconcile the risk of attracting eyeballs at any cost with the desire to get your message out to a crowded marketplace? – Shared by Linda Forrest, Director, Marketing, Digital Channels, Sun Life Financial

Google will punish “intrusive interstitials” with a ranking penalty in 2017
According to Google: "Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly." – Shared by Peter Reitano, President, Spark

NYC's Bryant Park Tracked Visitors' Mobile Whereabouts
AdAge dives into the growing practice of city parks working with location technology to learn more about those passing through their space to woo advertisers. One benefit is that sponsored areas often bring foot traffic which make parks safer. The downside, someone literally knows when you stop to smell the flowers. So much for a simple walk in the park... – Shared by Andrew Lane, Director, Digital Solutions, Blue Ant Media

Digital Marketing Council 

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Must Reads from CMA’s Digital Marketing Council - #24

Must Reads from CMA’s Digital Marketing Council - #23

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Tags: chatbot, gawker, media, google, mobile, advertising, brands