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The winning formula for digital strategies continues shifting, as this month Facebook finally closed off free organic reach after 3 years of reducing the earned media brands enjoyed. Earned is still possible in many social platforms, but without paid budgets, most people will never see your content.
To build on your digital training, and help with 2015 planning, here are other big changes:
- Christmas ecommerce sales set to break all records
- High street retailers like Walmart now match Amazon prices
- Effectiveness of pre-rolls are compared to banners
- Twitter's market value downgraded as it struggles to maintain audience
- Google tests an "ad-free" web
Email us back if you have questions about how any of these impact on your digital plans.
And all these themes are included in more depth in our digital marketing 2015 training.
Danny Meadows-Klue
President
Digital Training Academy
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Brands are still in the dark about the traffic from three quarters of their
online audience, with new research showing that UK consumers are sharing over three times more information on 'Dark Social' channels than via social channels like Facebook. 25/11/2014 | Full story and data...
Apple is moving into programmatic advertising for the first time, partnering with Rubicon Project to help brands automate the buying of its mobile ad unit iAds. 25/11/2014 | Full story and data...
Facebook has continued to squeeze out any free ad opportunities on its social network, with a new privacy policy that reduces the reach of brand's promotional messages from their fan pages... unless they pay for them.. 17/11/2014 | Full story and data...
Consumers will soon be able to get Amazon's bargain prices at their local Walmart in the US, as the supermarket giant looks to win back lost sales online and the growing phenomenon of 'showrooming'. 17/11/2014 | Full story and data...
Yahoo has bought BrightRoll, giving the online media giant a programmatic video advertising platform as the firm continues its push for more ad dollars to compete with Google and Facebook. 12/11/2014 | Full story and data...
This week saw the annual Singles Day take place in China, and retailers are
eagerly anticipating the sales that are about to come through their websites. 12/11/2014 | Full story and data...
YouTube is taking on Spotify with a new paid for service that offers ad-free music, offline play and background listening on smartphones and tablets. Watch this video from the BBC reviewing the service. 14/11/2014 | Full story and data...
Twitter is planning to convert casual visitors into registered members, counting them as users even if they never sign on, as the embattled social network looks to boost its flagging reach. 18/11/2014 | Full story and data...
As brands increasingly go 'online first' to premier their latest commercials, just how effective is video advertising? A new study uncovers the formats and frequency that can get the best results to win consumers. 18/11/2014 | Full story and data...
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Just what is it like to be a woman walking the streets of New York City alone? This controversial video from non-profit organisation Hollaback! filmed the real-life reactions of men as a woman walks around the city. This case study looks at how the video put street harassment in the spotlight, getting a huge 37 million views in just three weeks. 19/11/2014 | Full story and data...
To celebrate Mothers May 2014, retailer Cardstore created a viral video with a twist. This case study looks at how the US card retailer filmed fake webcam job interviews for the 'world's toughest job' to become a viral hit and get 22 million YouTube views. 20/11/2014 | Full story and data...
Lacoste has launched its first campaign on Snapchat, as the sportswear brand looks to boost its digital reach to young fans. 20/11/2014 | Full story and data...
Asos' latest marketing campaign for its autumn/winter collection generated nearly half a million views in a week. 20/11/2014 | Full story and data...
Ahead of Halloween 2014, BBH Asia Pacific Singapore and Chupa Chups launched a choose-your-own-adventure style Instagram game, as the confectionery first looks to appeal to its young audience during the biggest time of year for sharing candy. 11/11/2014 | Full story and data...
The annual John Lewis Christmas ad has become as much a part of a UK Christmas as Mince Pies, Santa Claus and woolly jumpers. This year, the retailer opted to preview its £1m ad on digital channels YouTube and Twitter first, ahead of its TV debut over the weekend. 06/11/2014 | Full story and data...
As retailer Target gets a leap in its digital coverage thanks to an unsuspecting teen heartthrob, what should other brands (and their staff do) when they're thrown into the spotlight? Or was it all a viral marketing ploy in the first place? Ecommerce marketing just got more complicated. 05/11/2014 | Full story and data...
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Google has launched a new ad-free subscription experiment, letting users pay a monthly fee to view content on select publisher's websites without any banners. 24/11/2014 | Full story and data...
More than 80% of advertisers, marketers, service providers and technology developers across 17 countries believe that data plays an important role in supporting their respective efforts. 07/11/2014 | Full story and data...
US digital ad spend is forecast to reach $103bn (£64.6bn) by 2019, with search marketing taking the biggest slice and social media continuing to grow the fastest, according to a new report.. 06/11/2014 | Full story and data...
Programmatic video ads have become hugely popular in the past year, but can you tell the difference between an open auction and an 'automatic guaranteed' ad system? This infographic from Tremor Video that helps advertisers and publishers to understand the complex world of doing a programmatic video strategy. 05/11/2014 | Full story and data...
More top advertising stories from this month:
- Publicis buys Sapient for $3.7bn to create digital marketing giant
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Advertisers who position and sequence their Facebook ads to take customers down the conversion funnel can experience an uplift in view-through and subscription rates, according to research from Facebook. 24/11/2014 | Full story and data...
Facebook is planning a business-orientated social network to rival LinkedIn, according to a news report. 17/11/2014 | Full story and data...
News UK, the publisher behind The Times and The Sun, has criticised Facebook's plans to encourage papers to publish their articles direct to the social network's mobile app, branding the move an 'audience tax'. 30/10/2014 | Full story and data...
More top Facebook stories from this month:
- Facebook Messenger app now reaches 500m users
- Facebook adds Ebola donation button
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Web users In Britain in their late 30s and early 40s more likely than 18-24 year olds to watch TV whilst online, according to new research. 12/11/2014 | Full story and data...
Four in five UK smartphone owners use the Internet on their mobile everyday, meaning that mobile optimised sites have become a vital part of any brand's digital strategy, according to new research. 06/11/2014 | Full story and data...
Channel 4 has launched a selection of its sales division's interactive video ad formats (iVOD) on Apple iPhones and iPads as the UK broadcaster looks to capitalise on its growing mobile audience. 04/11/2014 | Full story and data...
More top mobile stories from this month:
- Spotify partners Uber for personalised cab radio
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Channel 4 is to launch an digital marketplace for advertisers, letting them buy commercials on its VoD service, soon to be renamed as 'All 4'. 13/11/2014 | Full story and data...
Is music streaming killing music by paying paltry royalties to artists, or is it saving a stagnating industry riddled with piracy and greedy record companies? New research from Nielsen looks at how ad-funded streaming affects people's purchase decisions. 13/11/2014 | Full story and data...
Tinder is introducing a new feature that lets its users undo any mistakes they make when swiping through the popular dating app... provided they pay. 07/11/2014 | Full story and data...
More top multimedia content stories from this month:
- Google debuts Fit app takes on Apple Health Kit and Samsung Health
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With the success of Angry Birds, Temple Run and Candy Crush Saga, mobile gaming has become big business for advertisers and game developers alike. New research looks into the digital habits of the gaming generation. 17/11/2014 | Full story and data...
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China's online retail giant Alibaba says it has pulled in almost $8bn (£5bn) in sales from its annual 'Singles' Day' shopping event. 12/11/2014 | Full story and data...
The first spike in online Christmas shopping in the UK will be November 25th with a projected spend of £208 million, a 51% increase over an average day's online sales, according to a new report. 07/11/2014 | Full story and data...
Just how are millennials' shopping habits different from silver surfers? This guide from Google's consumer barometer breaks down the UK shoping habits by age, and uncovers some surprising results... 04/11/2014 | Full story and data...
More top ecommerce stories from this month:
- Click and collect 'to boost high street sales this Christmas' - eBay
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The Hungarian government has decided to axe a planned tax on internet data traffic after mass protests against the plan. 03/11/2014 | Full story and data...
In a stark reminder of how reliant modern business is on digital marketing, a Google DFP power outage on Wednesday night affected 55,185 sites and cost millions of pounds in lost revenues for publishers. 14/11/2014 | Full story and data...
A new way to access Facebook securely and anonymously via the "dark Web" could provide a model for other site, letting users browse the social network anonymously via Tor. 04/11/2014 | Full story and data...
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