🔊 Pinterest IPO brings it $1.4B to develop its platform | NPR's on-demand transition

Plus, why you should always be experimenting and the Instagram test that nixes likes. Apr 22, 2019 Good morning marketers, ready to try your ad chops on Pinterest? [Pinterest made its debut on the New York Stock Exchange Thursday](, raising the company $1.4 billion that it can put toward developing richer e-commerce and ad opportunities for marketers (not to mention a winning user experience). However, advertisers could benefit from the company’s growing pains, especially if it means lower ad investment (for now) and key learning opportunities as the model matures. With the right tech stack and ad scale, Pinterest has the potential to be a ripe environment for brands looking to target engaged users on a new channel. Remember when the only way to listen to your favorite NPR program was to power on your radio at the top of the hour to catch the real-time broadcast? Nowadays,[NPR uses on-demand programming across a wide range of listening formats]( to keep pace with its technology-driven audience. At MarTech West earlier this month, NPR’s Meg Goldthwaite discussed how the company continues evolving its new media platforms to blend with present and future technology. Columnist [Damian Rollison]( breaks down the details of Goldthwaite’s session, including how on-demand technology continues to drive new forms of audio content every day. Keep reading for more news below, like how Instagram is testing a new feature that hides likes – and what that could mean for influencers. Taylor Peterson, Deputy Editor Pro Tip Here’s why a 'test and learn' mindset is important in marketing analytics “Improving ROI for marketing analytics requires constant learning and experimentation to separate the signal from noise. There’s no better way to learn about your customer than to see what works and what doesn’t,” explains Jeremy Korst of GBH Insights and Eric T. Bradlow of Wharton. “While big data and machine learning are great to business intelligence, a well-controlled experiment can deliver far more value. Finding the most impactful experiments to run starts with asking the right questions and maintaining a ‘test and learn’ mindset where you’re constantly evolving to improve the experience for customers. The iterative adaptation based on these experiments builds momentum.” [Read More »]( Compare 14 top marketing automation platforms Sponsored by Digital Marketing Depot MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 14 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing. [Read More »]( Instagram Shorts Will there still be Instagram influencers without Likes? App researcher Jane Manchun Wong discovered Instagram is testing a design that would [hide like counts from audiences](. Wong tweeted an image last Thursday showing a message from Instagram that reads: “We want your followers to focus on what you share, not how many likes your posts get.” An Instagram spokesperson [confirmed to TechCrunch]( that the screenshot showed an internal prototype not visible to the public. “We’re not testing this at the moment, but exploring ways to reduce pressure on Instagram is something we’re always thinking about,” said the Instagram spokesperson. While removing like counts may help users focus on content, it would surely impact how influencers prove their sway on the platform, especially micro-influencers who may not have the Kardashian-like following of a major celebrity. “From an influencer marketing perspective, this will change the game for the selection process. Right now, brands who are looking for a quick review of an Influencer’s ‘performance’ will be looking at average engagements per post divided by followers. We see engagement rate as a pretty typical request that brands/agencies are looking for when hiring,” said Leah Logan, the VP of media product strategy and marketing for Inmar Collective Bias, “This makes vanity metrics even less relevant in the influencer selection.” Logan sees the move as an opportunity for influencer marketing agencies like hers, making them more valuable to the brands they serve by allowing for greater transparency. What we're reading We've curated our picks from across the web so you can retire your feed reader [How do you hire a great growth marketer?]( – TechCrunch [Amazon’s Echo Dot is on sale, or it’s free with select Ring smart home tech purchases]( – The Verge [The Ever-changing Landscape of Retail and Ecommerce]( – MultiChannel Merchant [Event Marketers Are Ignoring the Power of Video—Here’s How to Catch Up]( – Marketo Blog [How to personalize your creative at scale]( – Think with Google [Social media users trust fellow consumers more than brands, study finds]( – Mobile Marketer [LinkedIn’s Transparency Report: Second Half of 2018]( – LinkedIn Join Us Gain expert SEO & SEM tactics to drive your campaign's success. Attend SMX Advanced, June 3-5! Attend Search Engine Land’s [SMX Advanced](, June 3-5, 2019 for expert-led sessions, networking (including the 2019 Search Engine Land Awards), and top amenities including WiFi, delicious meals, and snacks. This is your once-a-year event to learn only advanced SEO and SEM tactics. You’ll come away with at least one tactic that you can immediately put to use… we guarantee it. [View rates and register today](! [Marketing Land] [( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA © 2006-2019 Third Door Media. All Rights Reserved.