Content & Creative

What We’re Reading: Week of Feb. 1, 2018

This week: Apple’s positive podcast ad analysis, Facebook news feed updates, practical A.I. tools, and B2B blockchain cross-border payments. By MOTUM B2B January 31, 2018

Welcome to What We’re Reading, a weekly rundown of news stories, marketing columns, and specific B2B industry news that caught our eye.

B2B cross-border payments become a new link in the blockchain

In the latest Crypto news, MoneyGram has partnered with Ripple to introduce blockchain-enabled B2B cross-border payments.

“This might be the biggest announcement in crypto space history,” says Ryan Iusi, web developer at Motum, noting that the news means “real usage for B2B payments by a huge financial institution, in real time, made possible by blockchain and a digital asset.”

Get the details at Fortune.

Get down-to-earth with the benefits of B2B marketing A.I.

While the advent of A.I. in the B2B marketing sphere may lack some of the eye-rolling hilarity of, say, the use of A.I. to implant the face of Nicolas Cage onto various film characters, it still offers plenty of real-world applications for those interested in improved data analysis and decision-making. Marketing Week explores the benefits of more practical A.I. tools for B2B marketers, like ABM software and CRM systems.

Podcast analytics quash fears of ad-skipping listeners

Apple recently came out with a Podcast Analytics feature that dishes out the data on podcast fans and their listening habits. Contrary to the fears of many podcasters, who worried that listeners were skipping ads or disengaging with podcasts halfway through, the results were resoundingly positive. Get the breakdown of podcast listener behavior on Wired.

Facebook to return to its roots

The Facebook newsroom recently announced some big updates to the social networking site’s News Feed. According to founder Mark Zuckerberg, who explained the updates in a series of posts, the first change hearkens back to some of the website’s original goals. By prioritizing posts from friends and family over public content, Facebook aims to promote back-and-forth discussion and strengthen connections between its users. Giles Lino, social media strategist at Motum, says the news rings less positive for advertisers, who are generally looking at “paying out the nose for paid content.”

Reuters reports that in another major aspect of its updates, Facebook will prioritize news that has been deemed “trustworthy” by a survey of its users. Giles is a little skeptical. “It’s only a matter of time before the fixes become ineffective,” he says, adding that the ranking system is rife for manipulation by less scrupulous brands and news outlets.