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ü Oughta Know: Back to the Future, Bing Remarketing and Lots of Goodbyes

ü Oughta Know is a combination of digital crib notes and marketers’ cheat sheet, bringing you important – and occasionally weird — stories and trends from digital marketing news. Each week our hope is to help keep your knowledge sharp while providing a delightful craving of classic Alanis Morissette.  Here’s what you oughta know: Back to the Future Day Did your brand do anything to celebrate Back to the Future Day on October 21st? Pepsi planned to launch a limited edition product “Pepsi Perfect” in honor of their appearance in the second movie, but the launch didn’t go as planned. Retailers began selling Pepsi Perfect on October 20th and by the time Back to the Future Day arrived it was already sold out. They faced some pretty serious social media backlash. 1031852_1280x720 What can you learn from their mistiming? These types of “social holidays” are great for driving social engagements, but make sure you’re connecting your brand and planning ahead. If you’re going to have a special product, order more than you think you’ll need and clearly identify on your website when and where it is being sold. Also, try not to make the connection of your brand to the social holiday too much of a stretch. One of the most successful posts of this kind for our clients this year was the pairing of Julia Child’s birthday and French wine selections. It was the perfect match! Bing is Going to Help You Find (The Right) Customers Bing remarketing has been in the works for quite some time, we’ve been hearing rumors since last year when Google launched their remarketing platform. It’s finally here! Bing Ads requires that your remarketing lists have at least 1,000 users before the campaign optimizations can be applied to users in that list. This means that if you are currently using Bing ads you will reach this amount faster and if you aren’t using Bing ads, it might be time to allocate some PPC funds to this platform. Much like other remarketing programs, to get started with Bing remarketing you need to add a tag to your website and create a remarketing list that is tied to the tag and then you’ll be showing an ad for a product to people who you know are interested in your product! For many smaller businesses the only struggle will be how long it takes to reach the 1,000 users minimum. Goodbye to The “Other” Inbox Did you know that as a user you had two inboxes on Facebook? Well, not for long! One inbox is easy to see and the “other” inbox where people who you’re not friends with send you messages that you’re never notified of. The “other” inbox is only available on desktop browsers which adds another step to trying to access it that makes it so usually when you check it, there are messages from years ago. Another issue with the “other” inbox? Sometimes, even when a brand is sending a wanted message on Facebook, it will still get sent to the “other” inbox. As an alternative to the “other” inbox, Facebook will soon roll out Message Requests.  The messages that previously went to the other inbox will now come to your regular Facebook inbox as a request. If the user accepts the request, but feels spammed, they can blog the sender from sending anything else. Goodbye Twitter Favorites, Hello Likes. Did you notice the absence of the favorite star icon when you logged into Twitter today? That’s because Twitter announced that they are doing away with the favorite option and replacing it with a new “like” option. Screenshot_110315_104451_AM This change means a shift in the way we communicate with our audience. Don’t accidentally thank someone for the favorite when they now gave you a like. CEO Jack Dorsey says Twitter will be releasing big things over the next quarters so the change from a favorite to the like feature may have something to do with a bigger initiative that is coming soon. You can learn more about the change here.  


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