Marketing Day: Mobile wallets, Microsoft joins Coalition for Better Ads & Snapchat Creative Partners

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

An integrated approach: From SEO to PPC and beyond
Sep 20, 2017 by Chris Liversidge
Columnist Chris Liversidge shares highlights and insights from two industry events where integrated search marketing was a hot topic this year.
Successful brands aren’t focusing on what’s now — they’re focusing on what’s next
Sep 20, 2017 by Mike Sands
Don’t wait to react to consumers’ quickly changing tastes. If you want to stay competitive, columnist Mike Sands explains, you need to use your customer data to anticipate what they may desire next.
Why marketing convergence is non-negotiable in a post-mobile world
Sep 20, 2017 by Jim Yu
In the age of the increasingly fragmented customer experience, how do marketers compete for attention? Columnist Jim Yu believes the convergence of content and search is key.
Thinking about an SEO platform? We compare 13 leading vendors
Sep 20, 2017 by Digital Marketing Depot
SEO software comes in many shapes and sizes, from rank-checking tools and keyword research toolsets to full-service solutions that manage keywords, links, competitive intelligence, international rankings, social signal integration and workflow rights and roles. How do you decide which one is right for your organization?
Body Shop and Urban Airship turn mobile wallets into brand and social engagement tool
Sep 20, 2017 by Greg Sterling
The brand is using a mobile wallet pass to promote its anti-animal-testing campaign.
Microsoft is newest member of Coalition for Better Ads
Sep 20, 2017 by Ginny Marvin
The company joins Google, Facebook, GroupM, Procter & Gamble, Unilever and others in an industry effort to create better digital ad experiences.
Snapchat adds 14 ‘Creative Partners’ to help brands produce Snap Ads, post-swipe experiences
Sep 20, 2017 by Tim Peterson
Snapchat is expanding the program’s scope to include companies that specialize in producing the content that appears after people swipe up on an ad.
3 behavioral stats for retailers to supercharge your holiday strategy
Sep 20, 2017 by Andrew Waber
Columnist Andrew Waber takes a look at consumers’ retail search activity to give you insight into the keywords and product content that will give your brand a leg up during the holiday season.
Salesforce launches 3 new Einstein-powered enhancements for Sales Cloud
Sep 20, 2017 by Barry Levine
The new Forecasting, Opportunity Scoring and Email Insights are designed to offer intelligent assistance to sales teams.
RevJet launches a ‘creative operating system’ with point solutions as installable apps
Sep 20, 2017 by Barry Levine
The company says that the browser-based Orora and its AppXchange, for desktop and mobile, are the first of their kind for creative use cases.
Marketing technology needs its own department & budget to be effective, says LogMeIn’s head of martech
Sep 20, 2017 by Amy Gesenhues
Justin Sharaf, director of marketing technology for LogMeIn, will be a part of the ‘A CMO, CIO, and CMTO Walk into a Bar: Who Orders, Who Drinks, and Who Pays?’ panel at MarTech Boston.
Report: Amazon readying launch of Alexa-powered smart glasses
Sep 20, 2017 by Greg Sterling
They would look like a regular pair of spectacles, with no camera.

Online Marketing News From Around The Web:

Analytics

6 Metrics You Think are Important But Really Aren’t, Kiss Metrics
Are Agencies Becoming Analytics Technology Providers?, eMarketer

Business Issues

Google Is Close to Buying HTC Assets to Bolster Hardware, Bloomberg
Twitter is adding another former Google executive to its board: Patrick Pichette, Recode

Content Marketing

A Day in the Life of a Content Strategist, Contently
Content Marketing Trends to Watch for 2018, Content Marketing Institute
Creative Ways to Repurpose your Best Performing Content, MarTech Advisor

E-Commerce

5 Ways to Amplify the Power of Your Reviews This Holiday Season, Shopify Plus
Amazon reviews have a bot problem, Digiday
Personalized E-Commerce Marketing Through Customer Segmentation, MarketingProfs

General Internet Marketing

Social Doesn’t Just Mean Online: Here’s Why Ignoring Offline Consumer Conversations Is a Big Mistake, MarTech Advisor
The Marketing Clouds Are Growing Apart, AdExchanger

Internet Marketing Industry

FTC Helps Consumers Understand Affiliate Marketing in Online Advertising, Federal Trade Commission
Get more leads with live chat for sales, Inside Intercom
mParticle Raises $35 Million Series C to Accelerate Growth of its Customer Data Platform, mParticle

MarTech