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News Today: December 1, 2016

Following are the marketing-related news that we found most interesting today.

  • Upcoming marketing disruptions—As we plan (and, hopefully, prepare) for 2017, we need to stay on the alert for the following developments on the horizon: digital transformation pushing marketing into other departments, micro services and open-source application programming interfaces (APIs) serving as marketing infrastructure, vertical competition more critical than horizontal competition, “digital everything” (e.g., wearables, augmented reality [AR], virtual reality [VR], mixed reality [MR], conversational interfaces, and Internet of Things [IoT]), artificial intelligence complicating marketing and business operations (source: Chief Martec)
  • Channel marketing—Marketers need to evolve their channel strategies and dispel common misconceptions about channel marketing being an operating expense nightmare, an “evil” of co-op advertising and market development funds (MDF), and being afraid of going digital; instead, use through-channel marketing automation (TCMA), attach funds directly to campaign assets, and enable digital at the local level by funding digital advertising as soon as partners launch digital campaigns as well as providing analytics to compare digital strategy with the competition (source: Search Engine Land)
  • Pinterest: Showcase—Present your “best self” with Pinterest’s Showcase feature, which rotates to display a maximum of five boards and Buyable Pins in the U.S.; businesses can also customize for new offers or seasonality (source: Marketing Land)
  • Local SEO: consumer citations—When you want to improve your company’s search engine optimization (SEO), make sure you also look at direct mentions of your brand(s) within online platforms (e.g., comments on a community blog); consumer citations help you increase visibility, support online conversions, provide unique information, and complement other factors that are important for building SEO value (source: Search Engine Land)
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