Sunday, Sunday, Sunday inbound marketing nation! Welcome to Sunday's Inbound Marketing Highlights with Mike and Roman. We hope that you and yours enjoyed a sparkly Fourth and are taking advantage of the long weekend!
Our articles this week:
- Facebook Tinkers With Users’ Emotions in News Feed Experiment, Stirring Outcry
- The Morality Of A/B Testing
- 5 Content Marketing Lessons You Don’t Want to Learn the Hard Way
- CEOs: It's Time To Take Back Ownership of Marketing
Definitely the big story of the week. Marketing itself is one grand experiment. Is altering behavior to get consumers to buy stuff different than altering behavior to change hearts and minds and emotions? Maybe it's simply the sheer reach of Facebook that is concerning.
The Morality Of A/B Testing - TechCrunch
Reaction to Facebook's 'experiment.'
A brand manipulating its own content to change someone’s emotions to complete a business objective is simpler and expected. A portal manipulating the presence of content shared with us by friends to depress us for the sake of science is different.
In the end, an experiment with these intentions and risks may have deserved its own opt-in, which Facebook should consider offering in the future. No matter how you personally perceive the ethics, Facebook made a big mistake with how it framed the study and now the public is seriously angry.
The usual good stuff from Mr. Bullas. Lesson #3 - it's not just about creating the content. And #5 - Just do it, baby!
Great big picture piece on the integration of brand message and identity across channels.
Chief executives need agencies with the skill to shepherd their brand through the constantly changing mediascape, while staying focused on the brand idea. They require teams that think beyond channels, and work on building brand development and idea-centric skills. The good agencies work themselves through the new disciplines in order to go beyond them.
That's our inbound week - see you next time with more delicious inbound news!
P.S. Download our new ebook if you haven't already! And while you download it you can see what a landing page with a 73% conversion rate looks like.