Online Marketing News: Email Workflow, Google Cracks Down, Influencer Marketing Fails

How to Optimize Your Email Production Workflow [Infographic] This infographic takes a look at the email marketing production processes of over 900 marketers to help isolate helpful tips and tools to help optimize email marketing workflows. Helpful hints include the optimum production cycle, tips for strategy and goal setting, content creation, design and development. MarketingProfs Google warns it will crack down on “intrusive interstitials” in January Google has made another bold move on behalf of user experience -- cracking down on intrusive interstitials. The platform says that these ads are problematic on smaller screens, like mobile devices. Sites affected are those that show a pop-up, either immediately or after the user has been browsing content for a while, after the user has arrived from search results and those that show interstitials that users have to dismiss to access content, among others. Search Engine Land Why Marketers Fail at Influencer Marketing (Report) According to a recent report, the biggest struggle in measuring influencer marketing efforts is proving value. 28% of marketers say gathering data is a challenge, and 13% of marketers surveyed didn't know what metrics to track. However, over 60% of influencer marketers are tracking more than five metrics, including traffic to a specific web page and social shares. SocialTimes Report: Video ads on Instagram are more common and getting longer Marketing Land reports that a recently released report "presents mobile advertising trends on social media sites, and Instagram in particular. The report finds that one out of every four ads on Instagram is now a video ad. This coincides with Facebook’s effort to make “video ads” more broadly accessible to small businesses and in emerging markets." Marketing Land

56 PERCENT OF EXECUTIVES SAY THAT HAVING ANALYTIC SKILLS ON THE MARKETING TEAM IS CRITICAL FOR EFFECTIVE MARKETING

Study: Programmatic Ads Lead To 55% Lift In Offline Sales MediaPost reports findings from a recent Accordant Media study: "Overall, there was a 55% lift in offline sales when serving programmatic ads over a control group not served the ad, with 35% incremental conversions, meaning that over one third of conversions would not have occurred without the programmatic campaign." MediaPost Facebook Is Letting Brands Build Slideshow Ads Right From Their Mobile Phones According to AdAge, on Tuesday, Facebook launched tools for creating Slideshow Ads, "including the ability for marketers to create them right from their mobile Facebook pages. Slideshows are basically video ads, but use still images to string together a story." Ad Age Twitter’s New Button Enables People to DM you Direct from your Website On Wednesday, Twitter announced the latest tool in their arsenal to allow users to more efficiently connect with each other, and with brands -- a new button for websites that "enables site visitors to quickly and easily fire off a Twitter DM direct from the page," according to Social Media Today. Apple Weighs iPhone Video Editing App in Renewed Push on Social In an effort to integrate more social networking apps in their mobile products, Bloomberg reports: "Apple Inc., seeking to capitalize on the popularity of social networks, is developing a video sharing and editing application and is testing new related features for its iPhone and iPad operating systems." Bloomberg YouTube prepares to expand beyond video with more social features The video sharing platform YouTube is rumored to be adding new features that are out of the ordinary for the platform -- its new suite of features called Backstage that will "give subscribers new ways to interact with content creators, including through “rich replies,” which are comments that feature multimedia content, including photos and videos." ClickZ What were your top online marketing news stories this week? We'll be back next week with more online marketing news. Have something to share? Tweet us @toprank!

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