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Online Marketing News: The New Influence, Facebook Trend Overhaul, Snapchat TV Style

by Rajdeep
written by Rajdeep

The Future of Influencer Marketing Research Report 2017
TopRank Marketing and Traackr, in partnership with Altimeter, released a brand new report this week. The goal of this report was to clarify the definition and meaning of influencer marketing and provide solid future direction to influencer marketing programs through research. For example, 71% of marketers said their influencer marketing programs are strategic or highly strategic, but account for less than 10% of total marketing budget. As Lee said in his blog post: “Clearly, enterprise companies need to put their money where their strategy is.” Online Marketing Blog.

Facebook Overhauls Trending and Will Now Show the Same Topics to Everyone
Facebook announced on Wednesday that it won’t be personalizing their list of trending topics going forward, meaning that everybody will see the same stories in Facebook’s Trending section without consideration given to location. This is done in an effort to help users avoid missing important news. Entrepreneur

Snapchat Offers to Bill Brands for Ads Based on TV-Style Ratings From Nielsen
Ad Age reports: “On Tuesday, [Snapchat] confirmed it would let brands plan and pay for ad campaigns using Nielsen’s digital ratings. It’s a small tweak to the ad offering, but comes as Snapchat looks to show that its ads are on par with its digital rivals and traditional television.” Ad Age

Google Developing Robust Mobile Analytics for YouTube
Google is developing a cloud-based measurement solution for YouTube, emphasizing more detailed, cross-device analytics. This means advertisers will now have more detailed insights across devices. Additionally, YouTube will be able to use Google account activity data to influence which users see which ads, and will be enabling YouTube customer match. SocialTimes

Instagram Confirms Live-Streaming Coming to All Users This Week
On Tuesday, Instagram confirmed that their new live-streaming option will roll out this week. According to Instagram, they’re “excited to share that live video on Instagram Stories — a new way to connect with your friends and followers right now — will be rolling out to our entire global community over the next week.” Social Media Today

Who Searches on Bing, and Why They’re Important for Marketers [Infographic]
Bing has grown a great deal since their debut in 2009 — the Bing Network powers searches on Yahoo, Amazon and others. But who is using the Bing network, and why should Marketers care? This infographic gives more details. MarketingProfs

Publishers Made Only 14 Percent of Revenue from Distributed Content
A new report from Digital Content Next, the premium publishers’ trade group, shows that publishers are only making 14 percent of their revenue from distributing their content on third party platforms like Facebook, Snapchat, Google AMP and more. Digiday

Google’s 2016 Bad Ads Report: 1.7 Billion Ads Removed, Including Fake News Ads
Search Engine Land reports: “In its annual Bad Ads report, Google says it took down more than double the number of ads in 2016 that it did in 2015 by removing 1.7 billion ads, compared to the 780 million removed in 2015.” Search Engine Land

What were your top online marketing news stories this week?

We’ll be back next week with more marketing news. If you have something to share, please do so in the comments or Tweet to @toprank.

[Source:- Johnchow]

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Internet

180 Indian Firms Hit by Ransomware So Far in 2016: Trend Micro

by Rajdeep
written by Rajdeep

180 Indian Firms Hit by Ransomware So Far in 2016: Trend Micro

Over 180 Indian companies were victims of “ransomware” – or online extortion schemes – in the first six months of this year, a report said on Tuesday.

Ransomware, also called Business Email Compromise (BEC), globally caused companies a loss of a whopping $3 billion (roughly Rs. 19,946 crores), the report said – although no figure has been provided for losses in India.

BEC schemes are scam tactics which compromise business accounts in order to facilitate an unauthorised fund transfer and is considered one of the most dangerous threats to organisations.

According to Trend Micro Incorporated, a global leader in security software and solutions, 2016 has proven to be a year of online extortion through various malicious attacks.

“While it’s unfortunate for us, cybercriminals are resilient and flexible when it comes to altering an attack method each time we find a patch or solution,” said Ed Cabrera, Chief Cybersecurity Officer for Trend Micro, in a statement.

“It bodes well for businesses to anticipate being targeted and to prepare accordingly, implementing the latest security solutions, virtual patching and employee education to mitigate risks from all angles,” he added.

In total, 79 new ransomware families were identified in the first six months of the year, which surpasses the total number of new families found in all of 2015.

Both new and old variants caused a total of $209 million (roughly Rs. 1,389 crores) in monetary losses to enterprises globally. Ransomware attacks found in the first half of 2016 – like BEC scams – originated from emails 58 percent of the time.

The effectiveness of BEC scams lies in the techniques employed against its preferred targets. Attackers are able to deceive victims by combining their knowledge of social engineering techniques and well-researched information about the target.

Once attackers had picked someone of authority to spoof, their next move would involve tricking their victims to permit a fund transfer to serve as payment for an invoice or perhaps a legal settlement.

“An effective way to defend against BEC scams should be a mixture of proper employee education and security solutions that will help identify threats even before they reach a person’s inbox,” the report said.

An email solution that is able to flag social engineering techniques is needed to effectively block malicious email messages that are used in BEC campaigns, it added.

[Source:- gadgets.ndtv]

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Education

Paying education upfront: Is the trend moving downhill?

by Loknath Das
written by Loknath Das

Representative image

Flashback: From 1970s uptil 1990, the lives of millions of middle class Indians were quite different. A middle-class person then aspired to own a TV, two-wheeler or washing machine. It was common for families to save part of their monthly salary for months in order to finance such purchases, in cash!

On the other hand, children’s education was far more affordable then. Private schools used to charge fees of Rs 30 – 200 per month. Some of us may remember our parents giving us cash to pay as fees to our school authorities!

Now, this situation has reversed. While the cost of television sets, two-wheelers and washing machines has seen a jump over decades i.e. Rs 15,000 – 40,000, they became a lot more affordable due to monthly payment/EMI plans. On the other hand, the cost of education increased almost 10-20X: fees increased 10-12 percent every year, with tuition fees reaching Rs 30,000 – 500,000 p.a. for private schools and colleges! This is just the tuition fee. The total cost of education – including coaching, books, extra-curricular activities, etc, is much higher.

What’s made the price rise worse is that education fees is payable upfront at the beginning of a quarter, trimester and not monthly. Most salaried parents fund their child’s education out of pocket, which affects their cash flow and gets in the way of their savings. Ironically, adults can pay for white goods in monthly installments, but have to pay education fees upfront!

Unfortunately, being a service, reducing the price of private education isn’t straightforward. Every institute needs to invest in real estate and trained teaching staff, which run into crores. Institutes have to deal with long gestation periods and low supply elasticity. They need to collect education fees, in advance and on time, to avoid an increase in the debt servicing at their end. Inability to collect fees on time greatly impacts their ability to refine their infrastructure.

Perhaps we could make private education more affordable by helping parents pay fees monthly, like the way it was pre-2000? While at a nascent stage, some market players are taking steady steps to help 150 million parents in the country by encouraging private educational institutes to collect fees monthly from parents who now have an option to pay their child’s school or college fees monthly. Market intermediaries and service providers like Payed have stepped in to facilitate this process across cities in India. Such facility is unique, and not offered by banks, who typically favor higher value loans and avoid segment of loans below Rs 4-lakh (without collateral).

Educational institutes and parents in India are fast adopting the ‘pay education fees monthly’ solution, as it is a win-win situation for them. Parents can pay fees monthly, affordably – and also handle their household expenses, plan their investments better. Education institutes can collect fees on time, in full – releasing their time to focus on pedagogy and other academic matters.

I believe that education fees paid monthly can not only create great value to our society but also can create sustained value over time.

[“source=moneycontrol”]

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