Author: Kylan Nieh

We’ve been hard at work since launching the new Campaign Manager last year. Now we’re rolling out several new features to make it even easier for marketers to manage and optimize their campaigns on LinkedIn.

These releases are just some of the many advertising platform enhancements we’ll make in 2016 to help marketers better engage LinkedIn’s audience of over 433 million influencers and business decision-makers.

With that, here are some new tools and features we are adding to Campaign Manager.

We know that thinking through and customizing a target audience for very specific marketing objectives can take some time, especially for people who manage many Sponsored Content, Sponsored InMail, or Text Ads campaigns. Advertisers will soon be able to save a targeted professional audience for reuse on other campaigns, which should save you time when setting up your targeting.

Starting in early June, advertisers will see a “Save audience as template” section at the bottom of the Audience page, which is where you set up your campaign targeting. This option will allow you to save all selected targeting facets as a template. You can apply that template to any future campaigns across any account you have access to, without having to manually enter your targeting criteria multiple times.

 

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Author: themuse.com

I’m an adult with a job and responsibilities, yet I’m a Taylor Swift super fan. While some can’t see past her youth or twee blond looks, I see a seriously powerful businesswoman—one we should learn from, not underestimate. Her latest release, 1989, garnered three Grammy nominations, saw the best opening-week sales of her career, and became the “only instant-platinum release” of 2014. Impressive.

Last year was a critical turning point for Swift’s brand. As Rolling Stone points out, she had a bit of a coming-out party, debuting as a full-fledged pop star. Gone were the frilly white dresses and songs about waiting for Prince Charming. Instead, she debuted a new identity, one brimming with business prowess and brand awareness.

Want to rebrand yourself or your business? Take a page from T. Swift’s playbook.

Music critics, teen fans, and grown-ups like me lost their minds over 1989. But it was a business decision that kept Swift on top the of news cycle: She removed her catalogue from Spotify. Swift says Spotify does not compensate artists adequately, and as she boldly put it in a Wall Street Journal op-ed: “Music is art, and art is important and rare. Important, rare things are valuable. Valuable things should be paid for.” Amen.

 

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Author: themuse.com

Jennifer Goff was fresh out of college when she landed a dream job at a thriving art gallery in San Francisco.

Before long, she climbed the ranks to become the director of PR and media. She loved it, but after three years in the role, she began to feel restless.

“I had adapted to the continuous deadlines, and had established smooth, efficient routines—yet I was less absorbed by the work,” says the 27-year-old Goff. “I no longer had moments when I felt ‘in over my head.’ And, oddly, I missed that.”

After reflecting on her situation, Goff realized that she wanted to expand her writing and marketing skills beyond what her current gig offered. So she made the difficult decision to move on, accepting a content marketing job at an Austin-based startup.

“My team in San Francisco was extremely close-knit, so it was hard for me to say goodbye,” she admits. “But I looked ahead to the benefits that could come from exploring the unknown.”

In fact, Goff recalls a quote from Yahoo president and CEO Marissa Mayer that really resonated for her when she was contemplating the career move: “When you have different options, you should choose the thing that looks like it will be more difficult, because that usually turns out to be the right choice.”

 

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Author: Kenneth Gillett On Google Plus

If the past few years have taught digital marketers anything, it’s that striving to keep up with effective Internet promotion techniques might be compared to enjoying a roller coaster ride with no seatbelts. Fashions, technology, and Internet user preferences can change in a flash. Still, some traditional marketing tactics have translated very well from offline to online. Meanwhile, marketers get to enjoy an exciting ride, but they need to adapt quickly or risk falling off.

It’s past time for website design go mobile: In May of 2015, Google already announced that mobile traffic outpaced laptop and desktop traffic in several countries, including the US. It’s interesting to note that that Smart Insights data suggests that the average time spent on a PC isn’t really decreasing. Rather, time spent on cell phones and other mobile devices is increasing rapidly. That means that it’s important to make sure you have an effective mobile design, but it’s not time to abandon updates for your laptop and desktop site. Your competitors might be spending more on social media ads next year: According to a survey of 5,000 marketers that was reported in Adweek, 70 percent of companies with a digital marketing budget plan to spend more on social marketing ads than they have in the past. An astounding 66 percent of companies reported that social media was considered fundamental to their business. Your competitors may also spend more on organic social marketing: In the same Adweek survey, 70 percent of marketers also planned to spend more on using content marketing to increase their social presence. Attracting attention via useful or entertaining content can complement social media ad spend. Video will become critical for digital advertising success: Most marketers have already explored the power of uploading video ads to sites like YouTube and promoting them via social media. In addition, Google is testing using video ads in their PPC search ads, and these are expected to debut soon. Platforms like Facebook already have paid video ads, and they’re performing well enough to be a new standard in the marketing mix. Marketers will chase influencers: What’s considered the most rapidly expanding way to to acquire new customers? It’s influencer marketing. Recent surveys suggest that getting authorities or celebrities to mention or promote products might grow faster than SEO, PPC ads, and content marketing. Tactics to attract influencers vary, but they might include sending free products to review, offering cross promotion, or simply paying a fee. Content marketing will have a positive impact on bottom lines: Affording to the Smart Insights survey, almost 20 percent of marketers believe that content marketing will have the greatest commercial impact for their business. This is greater than the combined totals of marketers who believe paid search marketing, organic search marketing, and social media marketing will be number one for commercial impact. Of course, using articles, videos, and graphics as content to engage prospects goes hand in hand with social and search marketing. The “money’s still in the list:” Adweek’s survey of the way that marketers planned to face the new year found that three-quarters of respondents said that email marketing was a core pillar of their business. When ads and content marketing get expensive and competitive, there is a great comfort in having an email list. Expect a significant portions of paid and organic search and social media budgets to focus on capturing emails to keep growing subscriber bases.

 

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Author: itunes.apple.com

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