Must Reads from CMA's Digital Marketing Council #50

We’re pleased to provide the 50th round-up of must-read content from around the web from CMA’s Digital Marketing Council

New Research Shows Ads in Trustworthy Environments Are Becoming Significantly More Effective
Trust is everything. We now have research confirming that ad campaigns perform better when they're viewed in a high quality, trusted environment.  This particular article addresses editorial environments, but you can apply the same story to high quality sites that your target audience frequents. – Shared by Linda Chep, Sr. Performance Marketing Lead, Microsoft Canada

IAB says online advertising grew to $88B last year — more spending than TV
Online advertising in the US reached $88 billion last year, up 21% from 2016. For the first time, online ad spend surpassed that spent on broadcast and cable TV ads. – Shared by Erica Fitzpatrick, Think with Google Canada Lead, Marketing, Google

3 Ways Leading Brands Build Trust via Social Media
How do companies successfully use social media as a tool for connecting with customers and fostering trust? It starts with publishing honest content, directly engaging with followers and hosting livestreamed video to break down walls. – Shared by Alexandra Niester, Marketing Manager, Membership, Government Community Relations & Automotive, CAA

The Suckiness of Brands (Podcast)
Digital media has turned marketers into excellent tacticians, but often at the expense of brand strategy. This excellent interview with author and branding expert Bernie Schroeder, by my CMA Digital Marketing Council co-chair Mitch Joel, takes a hard look at what it takes to make brands competitive and win in the digital marketing age. – Shared by Ariela Freed, Loyalty Solutions and Partnerships, Director, Bond Brand Loyalty

The Beanie Baby Bubble of ’99
Remember when Beanie Babies were all the rage? Well, that market collpased. In this fascinating read, you'll learn more about how marketing works than being shocked that - at one point - these little stuffed animals were more valuable than gold. – Shared by Mitch Joel, President, Mirum

Twitter to take user behavior into account
Twitter has announced that user behavior, not simply tweet content, will now be a factor in the way conversations are modified. Content from users could be demoted by the platform's algorithm if the users have been blocked frequently, if they have multiple accounts using the same IP address or if they regularly tweet to a large number of accounts that they don't follow. – Shared by Kerri Dawson, Vice President, Marketing, LCBO

Facebook Plans to Roll Out a New Influencer Marketplace Platform, Expanding Collaboration Options
With influencer marketing on the rise, and with Facebook trying to find new ways to lure more influential creators to their network (particularly video publishers), The Social Network is now working on a new influencer marketplace platform, which would enable brands to find relevant influencers based on specific characteristics, then organize deals to help them boost their efforts. – Shared by Emily Baillie, Professor, Humber College

Explore what’s next in the digital landscape for marketers! Join us at CMAdigital on June 6th!

Digital Marketing Council 


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Must Reads from CMA’s Digital Marketing Council #49
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