Going (Creatively) Digital

Coming Soon In Mobile-Friendly Stakes: Page Speed

 

With the next mobile-friendly update from Google, page speed will become a factor, reports TheSEMPost. Up to now, Google has concentrated on user experience. So what specific page speed test metric should developers use? For now, Google’s not saying, aside from noting the aim should be “for great scores on the page speed testing tool.” A year ago, TheSEMPost reported that page speed would likely be included in the next mobile-friendly algorithm change, along with the use of interstitials. The publication says the industry can expect the next update can be expected “within months.”

 

Salesforce Will Acquire Demandware, Develop New E-Commerce Offering

Just when you thought Salesforce could not become an even greater force in marketing, along comes its planned acquisition of Demandware Inc., the leading cloud-based e-commerce technology provider to major consumer brands and retailers, explains InternetRetailer. Demandware serves e-commerce solutions to 52 of the top 500 retailers, including L Brands (parent of Victoria’s Secret) L.L. Bean, Land’s End and Nike. The deal would enable Salesforce to offer a new e-commerce offering to go with its dominant customer relationship management software. It will be called Salesforce Commerce Cloud, which will compete with the likes of NetSuite.

 

The ANA Lays Out The Pitfalls Of Sourced Traffic

Companies dependent upon sourced traffic from third parties might want to peruse the latest white paper on the subject from the Association of National Advertisers. As the organization notes, “When compared with other media, the concept of sourced traffic in digital media is very odd indeed.” How odd? The sky is the limit considering the prevalence of things like bot fraud and lack of satisfactory transparency in the digisphere. The ANA’s suggestions: Be Aware, Ask Questions; Request Transparency; Request Reporting from Agencies; Set Reasonable Campaign Goals; Pay Particular Attention to Mid- And Long-Tail Publishers; Have Guidelines on Sourced Traffic; and Support TAG’s Publisher Publisher Sourcing Disclosure Requirements. Download the white paper here.

 

Mondelez As Media Company: Partnerships Trump In-House Creation

Everyday brands that want to become more like media companies should snack on some takeaways from the experience of Mondelez, whose venerable brands include Oreo, Newtons and Chips Ahoy. Rather than create its own content studio, a la PepsiCo, Mondelez has been teaming up with established media companies, according to The Wall Street Journal. One example is a live sky-diving event called Heaven Sent for its Stride Gum brand that will air on July 30 on Fox. Co-produced by Amusement Park Entertainment and Emmy-winning producer Al Berman, distribution rights will be sold to broadcasters and streaming partners in international markets.

 

C-Suite Moves:

Carla Sublett to SVP and Global Chief Marketing Officer at Rackspace, where she has been CMO of Americas.

 

Celia Fleischaker to Epicor Software as Chief Marketing Officer at Epicor, where she has held a number of roles including corporate communications, product marketing and product management.

 

David De Rego to Ruby Receptionists as Chief Marketing Officer, from CSQUIRE, where he was SVP, Marketing & Sales.

 

Robert Maynard to Ask.Vet as Chief Marketing Officer. Maynard is a serial entrepreneur and consumer-marketing expert.

 

Patrick Kehoe to Coalfire as Chief Marketing Officer, from Arxan, where he also was CMO.

 

Tim Bohling to Stratasys Ltd as Chief Marketing Officer, from HCL Technologies, where he was VP and Head of North America Marketing.