🗞️ Digital Marketing Must-Knows

💨 Your super-skimmable digital marketing newsletter

📰 News

1. Apple is building a demand-side platform. Apple published a job post that seems to make their plans pretty clear that they want to seize the opportunity created by Google's plan to block cookies. (Digiday ↗️)

• Nothing has been confirmed by Apple... but the post says Apple are looking for an experienced hire to "drive the design of the most privacy-forward, sophisticated demand side platform possible".  

• Apple could be building software to make segments of Apple's users available to brands for advertising.

• With the App Store, AppleTV+ and Apple Podcasts, Apple has a ton of rich first-party data from millions of users that Apple could package together for advertisers.

2. Shopify invests $100m in Klayvio. The partnership means Klayvio will become the recommended email product for Shopify’s premium plans. Plus, Klaviyo will get early access to in-development Shopify features (Tech Crunch ↗️)

3. Reddit launches social audio 'Reddit Talk'. Reddit Talk is built in the mold of Twitter spaces and Clubhouse with live audio-only conversations. Users will discover audio sessions from subreddits they follow and see recommended content from the home screen. (Goat ↗️)

4. Google has upgraded Discovery ads creative experience. Google are working on ad units that are more image than text-based. For example, with Gmail, Google is incorporating product images and prices into the Discovery ads. Google will also provide insights on audience performance and added creative & campaign setup guidance for Discovery. (Search Engine Land ↗️)

5. Microsoft launches industry vertical-specific search ads. The ads pull in information from a feed with images, along with nuggets of information that depend on the type of industry. Automotive (full rollout), travel, automotive & finance industries can use the ad format. (Microsoft ↗️)

Plus

• Google ads keyword planner can automate ad group selection

• Ticketmaster has partnered with TikTok for in-app event purchasing

• Twitter adds addresses, contact info & hours of operation to pro accounts

✂️ TL;DR 

How the affiliate marketing playbook has evolved for DTC brands, by Modern Retail

• There has been a 47% increase in affiliate investment since 2018.

• DTC brands see affiliates as a way to diversify their digital ad budgets.

• Affiliate partnerships are being struck with premium news publications, content creators, and influencers. Less so coupon sites that typically had poor LTV.

• Gift guides, reviews, and unboxing videos are seen as more effective than highly produced Instagram posts.

• Jewelry brand Dorsey generates 25%+ revenue from affiliates using niche influencers over a long-term partnership. Macro influencers (500k+ followings) don't convert well.

🧰 Tools

 🏖️ Community

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