"Buy the Way…" Insights on Integrated Marketing Communication

I really received superior service the other day. I was trying to find something online on a website when I was asked if I needed help, I was a little confused because the question came from my Facebook Messenger. I responded and actually got the answer that I sought. I placed the order and was pretty satisfied with my purchase. I really thought that I had been speaking to someone when I realized what time it was. I soon realized it must have been a Chatbot.

Chatbots are considered applications but they do not have User Interface (Roggio, 2017). There are two types of Chatbots, a rule-based Chatbot can respond to specific commands and then there are artificial intelligence Chatbots that respond to natural language. An example of a rule based Chatbot would be when you see an advertisement telling you to text to a particular number to receive a coupon to your phone. That’s a specific command Chatbot. I interacted with an Artificial intelligence Chatbot that responded to my actual questions (Roggio, 2017). More and more companies are using Chatbots as they help improve customer service and sales (Hintz, 2017). Chatbots use messaging platform like Facebook Messenger, Slack or WhatsApp (Hintz, 2017)

I thought about how many brands are using this type of technology and if it works. I recognized that I really felt as if I had received good service and was very satisfied, I’m sure many others feel the same way, which means this type of technology is working. It keeps customers engaged and made to feel important. It felt really good to get an answer to my question. It was helpful and the sale was made. Companies are using this type of technology to maintain customer service to keep an open conversation with consumers, the bots can also get data and help businesses know what consumers are asking and looking at on their sites (Hintz, 2017). These are just a few examples and they’re all valid points of why a business would utilize this technology. Many companies and brands are using bots, even the NBA, almost 49% of marketers and digital business executives say they are already using are testing or planning to begin to use bots (Hintz, 2017). I really wasn’t aware of the technology but am glad to know and I also am a satisfied consumer who utilized it and can understand why such a high amount of businesses are also using it.

Reference

Hintz,E. (2017) Thinking about chatbots, consider this. Forbes retrieved from

https://www.forbes.com/sites/forbescommunicationscouncil/2017/06/27/thinking-about-chatbots-for-marketing-consider-this/#ed60b72718e0

Roggio, A. (2017) What are chatbots and how do they work, Practical Ecommerce retrieved from http://www.practicalecommerce.com/What-Are-Chatbots-and-How-Do-They-Work

I first got introduced to the world of podcast while commuting from Santa Monica to Orange County, a drive that takes approximately 2 hours during rush hour on a good day.  To kill time and keep my brain from falling asleep, I began tuning into podcasts.  Most will immediately think of Ted Talks or the Nerdist (Dockterman, 2017).  However, brands are starting to realize that podcast may be the new outlet to reach consumers and break through the other thousands of messages consumers receive every day (Medal, 2017).

According to Medal (2017), internet audiences have less patience when consuming media that is not interactive, engaging, and immersive.  This has caused for an increase in podcast consumption and subscribers (Medal, 2017).  Researchers have found that approximately 67 million people have tuned into a podcast within the last month. Medal (2017) argues that this increase in saturation within the market will cause for brands to organizations to ensure that they are not sending out mindless podcasts and strategically utilize this new platform.  Some of the brand leaders entering the podcast market are eBay with their “Open for Business” podcast and GE’s “The Message” podcast (Medal, 2017).  However, the success for both these brands has been the hiring of expert bloggers and pod-casters to run their podcast to ensure the content that consumers can relate to and rich for consumers (Willins, 2017).

Experts expect the branded sponsored podcast market will more than double in 2017 and consumers can expect to see more podcast brought to you by their favorite brands and sponsors (Willins, 2017).  However, because of the demand and excitement surrounding the new market, experts estimate podcast sponsorship ranges within the mid-six figures range (Willins, 2017).  Brands and organizations need to determine if the cost is worth the exposure and will it increase brand awareness and equity?  Some brands will find sponsorship more fitting than others.  For example, some brands may find it harder to create content consumers can relate to and that is less invasive than traditional sponsorship and advertising on these podcast shows.  The art and skill is creating shows that relate to the brand and products without being overly invasive and obvious to the consumer.

While this may be a new area for consumers to explore and brands to find new ways of communicating with their target audience, I believe this area still has a long way to go before it sees profits and revenue that is remotely close to traditional forms of advertising and even social media.  However, this is a great opportunity for brands to communicate with potential buyers that are less familiar with the brand and younger consumers that have not experienced the brand or products.  Another concern is the culture pod-casters and their listeners embrace in this market.  Authenticity and pushing the boundaries tend to be characteristics of podcasts, and listeners may find it hard to tune into a show that is sponsored by Colgate or Home Depot.

Understanding the audience and created content that consumers can relate to, will determine if a brand can successfully tap into their consumers podcast world and interact and extend communication with its consumers.

Dockterman, E. (2017, March 30). Best Podcasts 2017: Serial, S-Town, True Crime And More. Retrieved July 30, 2017, from http://time.com/4709592/best-podcasts-2017/

Medal, A. (2017, July 28). The Rise (and Rise) of Branded Podcasts. Retrieved July 30, 2017, from https://www.entrepreneur.com/article/297617

Willens, M. (2017, January 27). Why branded podcasting could more than double in 2017. Retrieved July 29, 2017, from https://digiday.com/media/branded-podcasting-double-2017/

Many people with children probably know about this year’s latest trend, fidget spinners. Fidget spinners are toys with two or three blades that are attached to a central core that allows the blades to spin once squeezed (Best, 2017). A picture of a fidget spinner can be found below for those who don’t know what it is.

There are over 8,000 fidget spinner retailers on Amazon, which explains why fidget spinners are within the top 20 best selling items on Amazon (Best, 2017; Gonzales, n.d.). Some love fidget spinners while others despise this latest toy trend. There has been a lot of controversy around these toys as adults don’t seem to understand why children are so attracted to fidget spinners. There have been arguments that they distract students and hinders their learning as they produce a whizzing sound when they spin while others say that it helps students with special needs focus their attention (Best, 2017).

It seems like these toys became the latest fad overnight as I have seen fidget spinners sold wherever I go, even in places that don’t specialize in children’s toys. For example, I see fidget spinners in office supply stores like Office Depot or grocery stores like Safeway. This might be because fidget spinner retailers are trying to market this product to adults as well as children. Some retailers have been known to market fidget spinners to adults with claims around health benefits of using fidget spinners (i.e. easing stress, PTSD, or anxiety to name a few).

In actuality, the benefits of fidget spinners are still unclear because of the sudden popularity, so there aren’t any scientific studies that back up any specific health claims (Lee, 2017). One thing is certain, toy fads are present in every generation, which lead to childhood memories that adults reminisce on later in life. How long fidget spinners will last remains to be unseen, but everyone knows how long last summer’s Pokemon Go fad lasted.

References:

Best, J. (2017, May 22). The fidget spinner fad: Adults don’t get it, and that’s the point. Retrieved from http://www.cnn.com/2017/05/17/health/fidget-spinner-fad-partner/index.html

Gonzalez, G. (n.d.). The inside story behind the rapid rise of the fidget spinner trend. Retrieved from https://www.inc.com/guadalupe-gonzalez/who-created-fidget-spinners-catherine-hettinger-scott-mccoskery.html

Lee, B. (2017, May 19). Here’s the science behind the fidget spinner craze. Retrieved from https://www.forbes.com/sites/brucelee/2017/05/19/heres-the-science-behind-the-fidget-spinner-craze/

Anyone who has an active Instagram account, can concur the new rage of product mentioning and the power of influencer marketing. In these cases, celebrities or social media influencers post about specific products on their account that is shared with all their followers. One of the most popular products on the market right now are Fitness Teas and Hair Growth Supplements.

Through these types of marketing portals, the marketing is powered by the person posting the product and the interaction it sparks amongst consumers. Below are some examples of how celebrities endorse products in a subtle yet effective manner. The exposure it has in such instant speed is what makes this type of marketing so remarkable.

What do you think will be the future of marketing?

The loyalty reward program is EVERYWHERE. From credit cards to restaurant chains, companies left and right have adopted the idea that providing customers with an incentive with every purchase is guaranteed to make a repeat customer. How true is that exactly? With the ability to make collecting points as easy as a scan of a telephone, customers can collect points for each purchase to use towards something else in the future.

One of the best examples of a loyalty rewards program is Starbucks, with transactions exceeding 26 million a year as of 2011 (www.starbucks.com). Another newer example could be El Pollo Loco’s Rewards program and application, introduced earlier this year with a free meal once customers registered for the program. The difference between the two? Starbucks sells coffee and teas, a commodity that people purchase almost weekly…if not daily. Starbucks also has little competition since Coffee Bean (one of its competitors) released an app only a few weeks ago. El Pollo Loco sells chicken, salads, tacos, burritos, etc., which are all items readily available at other concepts like Taco Bell or eternal rival KFC (both owned by YUM Brands by the way).

However…are loyalty programs REALLY that effective? Companies spend time testing and implementing these programs not to mention the cost of programming involved just to bring back customers..and then the TRAINING involved (which from experience does not go smoothly by any means).

HERE is my reasoning behind why companies should not rely on these programs. In-N-Out has been around since 1948 with the only menu change (and quite frankly the only major change) being the addition of three combos to their menu for ease of ordering. Besides that, the brand has done little major promotion as most of the brand’s value comes from word of mouth. Every store (Almost) provides the same quality experience and food that creates loyal customers…no loyalty program required.

Basically, you can give customers as many points as you want, but if the service or quality is bad, they WON’T be coming back. In fact, reports suggest that loyalty programs do not attract many new customers since the individuals actually using these programs are existing customers frequenting the businesses prior to registering (Meyer-Waarden, et al. 2008).

Understanding what drives a customer to make a purchase is key when speaking of marketing. Loyalty programs are not much different in that sense. The greatest technological benefit of such applications and programs is the ability to measure customer purchase habits. This data contributes greatly to the way companies sell products. The problem is getting customers to actually utilize the programs, which is difficult when only about 50% of registered loyalty program members are actively utilizing the perks associated with programs (A. Rodriguez, 2015).

Given these facts, the idea of the perfect loyalty program is not impossible, but definitely difficult. A mix of promotion, quality, and brand equity coupled with loyalty programs is almost a given. For a brand to assume programs are the magic fix is unrealistic. Therefore, while an appropriate addition to a brand, it should not be the only tool utilized to bring customers back. Traditional “good service and quality” are still the most important factors in any business.

References:

Meyer-Waarden, L., & Benavent, C. (2008, September 22). Business Insight (A Special Report); Marketing: Rewards That Reward; Most customer-loyalty programs don’t boost market share; Here’s how to improve the odds. Wall Street Journal, p. R.5.

Thelen, Mason. (2010). Loyalty programs: A thing of the past? Traditionally, top-tier buyers reap the rewards, a strategy that just won’t fly in the digital age.(OPINION). Brandweek, 51(40), 13.

Ashley Rodriguez. (2015). HOW TO CREATE A REWARDS PROGRAM THAT REALLY WORKS; Americans are only active in half of the loyalty programs they join. Advertising Age, 86(13), 0042.

Starbucks Mobile Transactions Exceed 26 Million Within First Year (https://news.starbucks.com/news/starbucks-mobile-transactions-exceed-26-million-within-first-year)

Let’s face it – the act of “white washing” Hollywood movies isn’t new. It started since the beginning of movies, but recently, movie-goers as well as several actors and actresses are speaking up. The movie industry is receiving back lash for their actor role selection for movie characters that were clearly meant for different ethnicities. The ticket sales for several of these movies are evidence that Hollywood needs to rethink their selection process. Some of the worst examples of whitewashing in movies include:

• Aloha w/Emma Stone playing a mixed-race character who is Chinese & Hawaiian descent
• Dragonball: Evolution w/ Justin Chatwin playing a Japanese anime character, Goku
• Prince of Persia: The Sands of Time w/Jake Gyllenhaal playing a Persian prince
• The Last Airbender w/white actors playing Katara, Aang, Zuko & Soka (Asian characters)
• Ghost in the Shell w/Scarlett Johansson playing a Japanese anime series character

There was a PSA video about whitewashing on the Ghost in the Shell movie.

When Asian actress Constance Wu (from Fresh Off the Boat) spoke up about this controversy, there were claims from Paramount & Dreamworks to put visual effects to make Johansson appear more Asian on screen. This type of whitewashing are problematic because it reduces the Asian race and ethnicity to mere physical appearance when race and culture are much deeper than looks. There is even a petition, Care2 petition, that is called “DreamWorks: Stop Whitewashing Asian Characters!” which currently has over 96,000 signatures. Asian actors & actresses are continuing to fight against the problematic whitewashing, claiming, “it will continue if Hollywood think it’s OK.”

Although this is a continuous problem in Hollywood films, it is great to see that there are people speaking up about this topic. Hopefully their voices are heard, and we’ll see a change in the next diverse Hollywood film.

References:

Ledbetter, C. (2016). Asian-American Actresses Speak Out Against ‘Ghost In The Shell’ Casting. Retrieved from http://www.huffingtonpost.com/entry/asian-american-actresses-speak-out-against-scarlett-johanssons-ghost-in-the-shell-casting_us_5717a698e4b0018f9cbbd121

Ruimy, J. (2015). 11 Worst Examples of Whitewashing in Movies. Retrieved from http://screenrant.com/worst-examples-whitewashing-movies/

Account-based marketing (ABM) is designed to unify the customer experience at an account level so that all key contacts within a target account have a shared, consistent experience with the brand. Building an integrated marketing strategy using an account-based method is a very targeted approach. And in today’s over-communicated world, its popularity amongst marketers is on the rise.

History of Google search trend for “account-based marketing”.

At its core, ABM is focused on personally connecting with your target buyers. Having a deeper understanding of your buyers’ goals and objectives, and how your product or service can make a difference could help you win more business for your organization. Here is how you create an ABM strategy in five simple steps.

1) Define Your Ideal Company Profile

Envision the ideal company profile and use that to create a “dream 100” list—companies that would be an ideal fit for what you sell. It’s easy to name big industry players or the hottest new companies that would look good in your portfolio, but if they aren’t a good fit for what you sell, it is detrimental in the long run.

It’s best to start with the pains you solve. Define those, and then move on to identify the verticals or types of companies that experience these pains. From there, you can connect the dots to specific companies within those groups that you want to target. Be sure to clearly define “why” these pains need solving.

As part of this framework, it’s time to literally define what your ideal company profile looks like. Get granular with details like industry, region or geographic characteristics, annual or monthly revenue, technologies used, and number of employees. It might be helpful to look at your current client list to identify the key characteristics that make for an ideal company profile.

Create profiles for each ideal customer

2) Define Your Ideal Buyer Personas

The goal of answering this is to be able to anticipate next steps and move opportunities through the funnel in a timely manner. Know what process your target customers go through when they make a purchase decision. Be sure to identify who is involved and key factors they will likely need to consider. Take into account that goals and objectives may vary between each buyer persona involved in the decision making process.

There are three parts to understanding how customers buy:

Current status: Understand how buyers are getting by without your offering today. What is their status quo? They may not even be aware that the pain points or challenges they are experiencing can be solved with your offering. Educate buyers so that they are aware of options for resolution.

Similar scenarios: Once a problem has been identified and the buyer is aware of the problem, it’s time to understand how they are solving similar problems. What is the process for evaluating a solution like yours? Identify any documentation or security requirements that might be necessary for them to continue considering your offering.

Vendor comparisons: With insight into challenges they are experiencing, buyers are ready to explore and compare solutions. Anticipate some of the more common questions around pricing, implementation resources, and ROI (return on investment) timeline. Customer service really starts in sales, so be honest and set realistic expectations.

3) Build Process Aligned to Buyer Journey

Similar to building the ideal customer profile, it’s important to get granular here too. Map out the buyer journey and align it to the stages in your sales process. Define the primary actions for your sales team at each stage and include stage goal qualifiers that signal the buyer is ready to move onto the next stage. Identify potential content that would help a deal progress. As you’ll notice in the image below, content earlier in the funnel should be more educational. As the buyer moves towards evaluation and final decision, content tends to emphasize product or solution value and benefits.

It might help to keep an eye out for how buyers are interacting with your existing content on your website. Any interaction with blog posts, videos, eBooks, or product pages can be indicators of topics that are relevant to buyers. Not only can your sales team have a better understanding of where the buyer is during their journey, this insight can help your marketing team craft more insightful content to build into future account-based marketing plays.

Example of how to map buyer journey.

4) Align Content to Key Personas and Stage

An effective account-based marketing strategy is all about full funnel alignment. From marketing to sales, align content to buyers’ needs at any given time. All the personas identified in your ideal customer profile won’t necessarily be involved at each stage of the buyers’ journey. Identify who is and which stages they are involved in.

Building off the buyer journey table above, focus on the buyer stage and content rows. Plot personas accordingly and use that insight to build relevant marketing content. At the awareness and education stage, personas to consider might include users, leaders, and decision makers. Leverage the pain points of these personas to develop helpful and meaningful content.

Align personas to buyer stage to create more effective content.

5) Measure, Learn, Optimize

Without data, you’re just shooting in the dark. Crafting an effective account-based marketing strategy takes a lot of effort. Ensure this effort doesn’t go to waste by setting up measurements for success.

There are a plethora of tools that support account-based marketing efforts, but it’s critical to align with sales so that reps can be guided through a sequence of activities. Aberdeen Group reported that companies with guided sellers have a greater total company revenue, higher average deal size, and shorter sales cycle. The power of repetition is the ability to measure and improve.

References

Aberdeen Group (2015). Follow the path toward better sales results: guided selling makes the grade. Retrieved from https://accent-technologies.com/wp-content/uploads/2015/12/Aberdeen-SB-sales-acceleration-through-guided-selling-platforms.pdf

Hedges, N. (2017). Why a customer-first approach is essential for company growth. Retrieved from https://velocify.com/blog/customer-first-approach-for-company-growth/

Velocify (2016). 5 Easy steps for creating an account-based marketing strategy. Retrieved from http://pages.velocify.com/5-Easy-Steps-ABM_On-Demand.html

The minority is becoming the majority as the U. S. moves toward becoming a reversed dominant nation, a plurality of racial and ethnic groups (Wazwaz, 2015). The black population is growing in numbers, now comprising 14% of the U. S. total, and strides in education, technology savvy, demographic trends and social media, empowers the black consumer base. Companies not addressing growing diversification may find themselves struggling to keep pace with the change. Black consumers represent the largest group of minority consumers, with spending projected to reach 1.2 trillion dollars this year. Black dollars’ matters translate to unprecedented impacts on multiple media channels (Boschma, 2016) and marketers’ opportunity to develop meaningful, inclusive relationships with the black consumer. Black dollars’ matters now more than ever considering its’ economic influence, partnered with the power of social media and the black populations’ position in mainstream America.

Wazwaz, N. (2015). It’s official: The U.S. is becoming a minority-majority nation. U.S. News. Retrieved from https://www.usnews.com/news/articles/2015/07/06/its-official-the-us-is-becoming-a-minority-majority-nation

Celebrating black consumer power 24/7/365. (n.d.). Retrieved July 24, 2017, from http://sites.nielsen.com/africanamericans/

Boschma, J. (2016, February 02). Black Consumers Have ‘Unprecedented Impact’ in 2015. Retrieved July 24, 2017, from https://www.theatlantic.com/politics/archive/2016/02/black-consumers-have-unprecedented-impact-in-2015/433725/

Bureau, U. C. (2017, January 10). Newsroom. Retrieved July 24, 2017, from https://www.census.gov/newsroom/facts-for-features/2017/cb17-ff01.html

Photo by Whitney Meyer 2017

Photo by Whitney Meyer 2017

Music On Campus: FYF Fest

The annual FYF Festival previously known as (F Yeah! Festival) at Exposition Park took place for the three days for the first time this year. On July 21-23 2017, 70 bands performed a block away from campus in Exposition Park between the Natural History Museum and the LA Coliseum. Normally SC fans would be lining up for a home game. However, during this event, you can see a variety of musical artists perform live and experience local cuisine from different vendors based around Los Angeles.

Headliners on Friday night played sets that were unforgettable. Bjork appeared after a 5 year hiatus from LA. While she sang in her ethereal Icelandic voice over a soothing DJ, fireworks shot out of the top of the stage and the crowd swayed in awe.

Missy Elliot also performed on the main stage Friday night and she had also not performed for a few years, according to the “LA Times” (2017). Fans danced to her hits “Work It” and “Get Ur Freak On,” (Kennedy, 2017). Beyoncé and Katy Perry attended the festival to see Elliot. On Saturday, Frank Ocean appeared after dropping out of the 2015 FYF headlining position be being replaced with Kanye West. Brad Pitt viewed Ocean’s performance from the VIP section and fans got to see him on screen in person.

Sunday night was the busiest, attracting diverse crowds from all around the world. Nine Inch Nails headlined after being absent from a several-year long touring hiatus. Solange and Kehlani performed before NIN. The best thing about FYF Fest, was the wholesomeness of the crowds. People of all ages attended for their love of music and the performers. The crowd was hyped from the beginning of each day to the very end at 1:30 AM the next mornings. There was a band that catered to every genre of music. There was something there to entertain everyone. If a person attended not knowing very many bands, they would leave seeing the best performers that weren’t necessarily all main stream at one event/venue. The energy from each day’s crowd is evident in each video below, recorded by yours truly. Enjoy and if you can, make it out to the next FYF Fest on the home turf.

References

Kennedy, G. (22 July, 2017). After a long absence, Missy Elliot returns-and turns FYF into a dance party. LA Times. Retrieved from http://www.latimes.com/entertainment/la-et-entertainment-news-updates-july-missy-elliott-turned-fyf-fest-into-a-1500752869-htmlstory.html

Guzman, R. (22 July, 2017). Meet the fans of FYF Fest 2017, who are just as diverse as the lineup. LA Daily News. Retrieved from http://www.dailynews.com/arts-and-entertainment/20170722/meet-the-fans-of-fyf-fest-2017-who-are-just-as-diverse-as-the-lineup

FYF Fest (2017). Lineup. FYF Fest. Retrieved from fyffest.com

Photo by Whitney Meyer 2017

You have probably seen a similar headline like this before….did it entice you to read any further? Or if this was a post on a social media site like Facebook, would you click through to read more? If so, I have done my job as a marketer successfully. If not, well I will dust myself off and destroy all evidence I even tried. The term “click bait” has been sensationalized in the last few years of the digital headlines space. More than likely you have clicked on or orchestrated a click bait headline.

Marketers and journalists constantly use the headline that works best for them and garners the most buzz. New York Times senior editor Mark Bulik responded to readers concerns in a recent article on click bait. Bulik candidly points out the main reason for a headline is to persuade people to read the article, but not sacrifice the integrity of the story while doing it (New York Times, 2017). As he explains further, traditional print media and now sophisticated digital media have never benefited from summarizing the story. Headlines are written to be a compelling way to hook people to read the articles (New York Times, 2017). Bulik believes this should not be considered click bait because it is still integral, unlike the fake news Facebook has battled for the past few years.

Facebook has continued to change the computer algorithm with its Newsfeed as the embattled social platform has repeatedly been blasted for fake news and misinformation being (Newshub, 2017). Did anyone else notice the fake story last weekend that Hugh Hefner had died? Facebook continues to try to stop readers from being tricked by headlines with ongoing efforts to only eliminate false news, but campaign propaganda with misinformation and spam links to sites with bad ad experiences (Statt, 2017). It is no secret Facebook, and many social platforms have built trust with their many fans and if not corrected can potentially drive people to other platforms.

Though Facebook continues its efforts to combat click bait, marketers continue to improve their headlines to adapt to changes in the digital landscape (Bulik, 2016). The changing landscape has made digital headlines a measurement tool for engagement on different articles. New York Times uses an analysis tool that allows them to present two separate headlines of the same exact article on various readers’ home page. The tool measures what headline gets more engagement and if it is significant (Bulik, 2016). I will give an example:

Which one would you click?

$2 Billion Worth of Free Media for Trump

or

Measuring Trump’s Media Dominance

If you pick the top headline, then you are in the majority. The first headline got three times engagement as the second (Bulik, 2016). Same article, but different headlines produced different results.

In the end, click bait works if it catches the desired audience attention and does not give too much away to your audience where they still find something new in the article. Click bait should not be looked at as a bad thing, but an optimization strategy to continue to receive clicks. So to finish that clickbait-ish headline at the top, it won’t fade until we stop clicking.

Bulik, M. (2016, June 13). Which headlines attract most readers? New York Times. Retrieved from https://www.nytimes.com/2016/06/13/insider/which-headlines-attract-most-readers.html

Newshub. (2017, January 7). Facebook defriends clickbait. Newshub. Retrieved from http://www.newshub.co.nz/home/world/2017/06/facebook-defriends-clickbait.html

New York Times. (2017, July 21). How we define clickbait (Which we do our best to avoid). New York Times. Retrieved from https://www.nytimes.com/2017/07/21/reader-center/clickbait.html

Statt, N. (2017, May 17). Facebook is determined to completely kill clickbait. The Verge. Retrieved from https://www.theverge.com/2017/5/17/15654730/facebook-news-feed-update-kill-off-clickbait