Good morning, {{my.NormalizeName:default=edit me}}, and how about that for a product relaunch?

So you put a product on the market last January. There was an initial positive response from the audience. The positivity grew when the product was seen to respond exceptionally well in a high profile context. But as the months went by, consumers became convinced that other products would do the job better—so much so that the product was withdrawn from the market because nobody was spending on it any more.

How to relaunch? Have the product in question acquired by an older, established brand, but one with a high level of established consumer trust, and sufficient funding to support it. Embargo the news for several months, while rumors circulate. Then publicly relaunch a new version of the product, mostly with the same old features, but with the new joint branding making it seem even more viable and attractive than it did originally—and with the new owner’s reputation helping it look like a winner.

Did I just describe the Biden-Harris GTM strategy?

Kim Davis
Editorial Director, MarTech Today

 
 
 
Google
 

Genius not looking so smart after Google escapes liability for 'misappropriating' lyrics

A lawsuit brought by lyrics website Genius against Google and partner LyricFind for “misappropriating” lyrics from its website, costing it traffic and revenue, was dismissed by a federal judge this week.

The suit was filed in state court as a damages claim, but had been removed to federal court as really a copyright claim—federal courts have jurisdiction over copyright. That’s the point at which common sense might have kicked in: it’s obvious, after all, that Genius did not own copyright to any of the lyrics at stake. The rights rest, generally, with music publishers.

There was genius, it seems, in the manner in which LyricFind was found to be pilfering. Genius customized punctuation within the lyrics to demonstrate that the versions published on LyricFind must have been scraped from their website.

LyricFind certainly seems guilty of laziness and a somewhat lame way of putting a website together, and there’s arrogance in Google’s “We’ve asked our lyrics partner to investigate the issue…” But in the circumstances, no copyright claim could be stated by Genius. Case dismissed.

Why we care. Even though the case was decided in Google’s favor it was mentioned during the antitrust hearings in Washington last week. And it has undoubtedly contributed to the perception that Google is too powerful.

Read more here »

 

4 Ways to Get Started with Agile Marketing

The only constant in marketing is change. And with that comes greater expectations for the marketing team to produce bigger results, faster, with limited resources and a newly remote workforce. To keep up, many marketing teams are making changes to how they manage their work by adopting an Agile methodology. Join us on August 19th to learn about the benefits of Agile Marketing and how to get started.

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Advertising
 

Partnership between Beeswax and DoubleVerify aims at boosting performance

Beeswax offers a Bidder-as-a-Service version of a DSP, allowing clients to customize their programmatic advertising for their specific business needs. Yesterday, it announced a partnership with DoubleVerify, the digital media measurement platform, aimed at improving visibility for Beeswax customers into the performance of campaigns and quality of reach.

DoubleVerify’s pre-bid solution detects fraudulent and invalid traffic, while its Semantic Science solution supports brand safety by identifying inappropriate content environments. DoubleVerify seeks to ensure that ad traffic metrics are restricted to real people in the target geographical regions. These solutions work across web and mobile app environments.

Why we care. Brand safety is at the core of DoubleVerify’s offering. In a time when consumers increasingly insist on engaging with brands which share their values, it’s a huge negative to find your brand voice showing up alongside inappropriate content—a high risk with programmatic automation.

 
MarTech Minute
 

New study finds high level of executive scrutiny on digital media spend

Forrester released a new study today that found digital media spending is under more scrutiny than ever by executives, and that half of brand decision-makers believe they can quantify their media spend ROI with confidence. The survey also found that 94 percent of executives scrutinize how digital media spending is performing.

The survey, produced in collaboration with MediaMath, was conducted in May, and featured over 200 US decision-makers who influence or direct their company’s digital buying strategy.

Additional key findings:

33% of respondents said they could report on the ROI of their programmatic media spend with complete accuracy;
Brands are finding that transparency challenges are hindering their understanding of programmatic buying and performance; and
Regulations and incompatible ID tools are viewed as challenges to addressability.

Why we care. Digital advertising is becoming a minefield—or a land of opportunity, depending who you speak to. With the industry battling to secure the benefits of addressable media without compromising consumer privacy, executives are bound to be asking what’s working, how, and why it’s worth it.

Other announcements:

International Association of Women announce August virtual events
ShoppingGives announces partnership
Virtual team-building platform launched
 

"Do I need a marketing automation platform?"

The latest Edition of MarTech Today’s B2B Marketing Automation Platforms guide will help you understand what these platforms offer and how they can help your business.

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What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader.

Amazon is so much bricks and mortar – New York Times

Facebook will now show a warning before you share articles about COVID-19 – The Verge

We tested Instagram Reels, the TikTok clone. What a dud – New York Times