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🗞️ Digital Marketing Must-Knows
Your weekly 60 second round-up
Kole Ogundipe
September 19, 2022
💨 Your super-skimmable digital marketing newsletter
📰 News
1. Amazon Launches Free Email Marketing Capabilities for Sellers. Amazon sellers will soon be able to send email marketing messages to customers. Sellers were limited to emailing customers who follow them. (Bloomberg ↗️)
Sellers can select customer groups from Amazon's 'Tailored Audiences tool'.
The customer groups include recent shoppers, repeat customers, and big spenders
Customers are opted in automatically. If they don't want to receive marketing emails they need to unsubscribe.
Amazon will distribute the emails on the sellers behalf and provide engagement insights.
The feature is currently in beta and will roll out fully early next year.
2. YouTube is adding YouTube Shorts to the advertising partner program to entice creators. Starting early next year, eligible creators will receive 45% of ad revenue generated from YouTube Shorts. This is a strong incentive to win market share from TikTok. And we're likely to see a big increase in the volume of ad inventory available to advertisers. (The Verge ↗️)
3. TikTok launched a new feature that replicates BeReal. BeReal has grown from 10k to 15M daily active users in just over a year. TikTok's replica, 'TikTok Now', sends a random notification to share a 10-second video or picture with their friends. TikTok claimed it is not social media but an 'entertainment company'. Although this feature certainly promotes social networking. Snap & Instagram are also known to be testing a very similar feature. FT reported that BeReal is exploring paid subscriptions to fuel its business instead of advertising. (Tech Crunch ↗️)
4. Meta's new Advantage campaigns can leverage custom audiences. Advantage campaigns can soon use advertisers' custom audiences (CRM lists, look-a-likes, re-targeting, etc.) to help reach more interested potential customers. Advantage campaigns were announced last month and use AI to create Facebook/Instagram campaigns. (Meta ↗️)
5. Microsoft released multimedia ads globally. Microsoft is differentiating their search engine, bing.com, from Google with visual search results. Bing.com has a 7% share of the U.S. search market. The new multimedia ads use Microsoft machine learning to combine images, headlines, and descriptions to create and serve relevant high-impact visual ads. (Microsoft ↗️)
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✂️ TL;DR
Why Advertisers Should Treat Influencer Marketing Like Athlete Endorsements, by The Information
Most brands recognize that working with influencers can be an effective marketing strategy. But most look at it through the wrong lens.
Influencers can be a used distribution tactic to get a brand's name out there. But that doesn't take advantage of the connection the creator has built with their audience.
By now consumers are wise to the fact that brands will pay to sponsor a post or a video from a creator. Simply having creators read out a script or repost an image will get less and less impactful over time. Consumers see through it.
Nike gave Lebron James 7-year $90m sponsorship deal. That was followed up with a lifetime contract. Then they built an Innovation Center in his name. Point is, Nike wouldn't pay Lebron to wear their sneakers for one game. There would be no reason for Lebron's followers to take an obvious one-off promotion seriously. But that's what a lot of brands are currently doing.
Instead, brands should be really selective about a creator who has a trusted, engaged audience, and actually collaborate with them over time.
Involve a creator in the process to create the campaign or even a product. The right creators know what will resonate best with their audience and how to deliver it to maximize results.
Read the full article from The Information (free trial link ↗️)
🧰 Tools
Beehiiv is a newsletter platform built by a team from Morning Brew. It's the only newsletter platform with a built-in referral marketing feature to help publishers grow an audience. It is built for editorial newsletters, competing with the likes of Substack rather than Klayvio or Mailchimp.
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