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Digital Marketing News: Behavioral Analysis, Instagram Revamp and Local Search Rankings

Using Behavioral Analysis to Improve Marketing ROI [Infographic] This infographic shows how behavioral analysis shows you how to know your audience and maximize your budget by using behavioral analysis, much like Kraft did when they were contemplating removing artificial colors and preservatives from their classic mac & cheese. Social Media Today Instagram Just Revamped Instagram Direct, Which Now Has 375 Million Monthly Users Instagram recently announced that the platform is adding disappearing photos and videos — originally released last year — to their Instagram Direct feature. The feature now has 375 million average monthly users, compared to 300 million in November. AdWeek Top Local Search Ranking Factors in 2017 Moz recently conducted their 2017 survey of local search ranking factors. The top 10 local pack finders include proximity of address to point of search, physical address in city of search and proper GMB category associations. Search Engine Journal Keep fans engaged with Cards & End Screens as we say goodbye to Annotations Editor On May 2nd, YouTube is officially retiring Annotations Editor, giving way to the popularity of End Screens and Cards. The latter are much more mobile friendly, and Annotations Editor has experienced a 70% drop in use since their launch. YouTube Helping brand marketers measure the impact of their advertising Twitter recently announced their heavy investment in providing brand marketers the metrics they need to measure their impact in terms of reach, influence and action. They are doing so by “taking [their] commitment a step further and are excited to announce multiple new relationships with industry-leading third-party measurement providers that enable marketers to measure the reach of their video ad campaigns.” Twitter Call-To-Action Units Facebook has announced: “You can add call-to-action (CTA) units to your Instant Articles to help create direct relationships with your most loyal readers on Facebook. These units appear inline in your Instant Articles and feature the same native speed and responsiveness readers enjoy in all Instant Articles.” Facebook Facebook Tests Live Split-screen Broadcasts: This Week in Social Media Facebook is now allowing personal accounts to go live in split-screen mode via different devices on the same broadcast. If this experiment goes well, it’s possible they’ll roll this feature out to company pages. Social Media Examiner 2017 U.S. Cross-Platform Future in Focus A new study from comScore has examined important digital sectors of cross-platform media from 2016. Key topics include the shift to mobile, apps and digital properties, and the mobile share of online shopping and commerce. comScore What were your top digital marketing news stories this week? We’ll be back next week with more top online marketing news. If you’re thirsty for more in the meantime, follow @toprank on Twitter!

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