As marketers, we’re on the front lines of an ever-changing industry, constantly reading up on the latest trends, news, and more. That’s why we’re bringing you a weekly marketing round-up, giving you the week’s biggest stories and helping you stay on top of all the latest trends.
Here are the most important marketing stories this week:
Facebook May Host News Sites’ Content
According to the New York Times, Facebook has been in secret talks with at least half a dozen media companies about hosting their content inside Facebook so that users do not have to link out to an external site for content. This plan would represent a leap of faith for news organizations and would potentially result in a loss of valuable data for the publishers. Facebook intends to begin testing this new format within the next several months. So far, The New York Times, BuzzFeed, and National Geographic are among a few of the partners expected to participate in Facebook’s new publishing plans.
‘We’re Turning Into a Media Company’ – Lego VP of Marketing and Consumer Experiences
Lego is making big moves to better connect with its consumers by allowing them to contribute to content creation. Conny Kalcher, VP of Marketing and Consumer Experiences, discussed the new approach during the Global Marketer Conference: “The consumer focus, and the involvement of fans, be it kids or adults, is increasingly important to us.” The new approach will see the brand facilitate more conversations between consumers, rather than just leading the conversation, and move towards a more reactive and real-time approach to campaigning. A particular example of Lego’s co-creation initiative is “The Lego Movie,” where fans created mini-movies that were incorporated into the larger version.
Twitter Launches Livestreaming App Periscope — Its Own Version of Meerkat
After its acquisition of Periscope in January, Twitter is officially pulling the curtain back on the app, which is now available on iOS – and with all the chatter around Meerkat, the timing couldn’t be better. Similar to Meerkat, Periscope streams live audio and video, and allows others to watch and comment within the app. But unlike Meerkat, Periscope has the ability to save streams so that users can replay them at a later time.
Digital to Account for More Than a Quarter of all Ad Spend in 2016
In a new report, Carat’s forecast suggests that for the first time more than one quarter (25.9%) of digital spending will go towards advertising in 2016. The research also revealed that in comparison to its 2015 predictions, mobile ad spending globally will increase by more than 50% and online video will increase by more than 21%. These results are based on data from 59 global markets.