June 15, 2017

In Marketing, Creepy Means Relevant



Loser: Facebook, which keeps messing up ad metrics and is refunding advertisers. In contrast, Google can now tell when you watch an ad and then go to a store to buy the product.

Winner: Best Buy, an oasis in the retail sector's desert of bad news. The brand grew its US online sales 23% as in-store sales declined.

Winner: Airbnb, which gets more traffic than any hotel brand or metasearch site. Prediction: Airbnb will be worth more than Uber by the end of this year.

Winner: Ayahuasca, the hallucinogen gaining mainstream appeal. Scott tries it out.

(0:14) “FAQ: Everything Facebook Has Admitted About Its Measurement Errors,” Marketing Land, May 17, 2017. http://mklnd.com/2hinoZU

(0:14)“An Update on Metrics and Reporting,” Facebook Newsroom, November 2016. http://mklnd.com/2hinoZU

(0:14) “Facebook Strikes Back At Marketers Suing Over Inflated Video Metrics,” MediaPost, June 8, 2017. http://mklnd.com/2hinoZU

(0:34) “Google Expands Ad Tracking In The Real World,” CNN, May 2017. http://mklnd.com/2hinoZU

(1:00) “Google Adds YouTube to Suite of Ad Tools Tracking Retail Sales,” Bloomberg, May 2017. http://mklnd.com/2hinoZU

(1:28) "Best Buy Defies Retail Doldrums, Posting Higher Sales," The Wall Street Journal, May 2017. http://mklnd.com/2hinoZU

(1:32) “Best Buy (BBY) Stock Surges on Q1 Earnings & Revenue Beat,” Zacks, May 2017. http://mklnd.com/2hinoZU

(1:35) “Best Buy’s Surge In Online Sales Shows It Won't Be Toppled By Amazon,” CNBC, August 2016. http://mklnd.com/2hinoZU

(1:35) “Best Buy Reports Better-Than-Expected Fourth Quarter Earnings,” Best Buy, March 2017. http://mklnd.com/2hinoZU

(2:06) “Airbnb Traffic Surges, Surpassing Older Brands,” eMarketer, May 2017. http://mklnd.com/2hinoZU

(2:16) “Airbnb Closes $1B Round At $31B Valuation, Profitable As Of 2H 2016, No Plans For IPO,” TechCrunch, March 2017. http://mklnd.com/2hinoZU

(2:16) “How Uber’s Funding and Valuation Stack Up Against Competitors Like Didi and Lyft,” recode, May 2017. http://mklnd.com/2hinoZU

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