🗞️ Digital Marketing Must-Knows

Your weekly 60-second round-up

Author

Kole Ogundipe
July 18, 2022

Hi! Every Monday we round up 5 essential marketing stories ready for you to skim in 60 seconds. 

📰 News

1. Netflix ads are coming to Microsoft. The speculation is over. Brands will have access to the Netflix ad-supported audience exclusively through Microsoft. Both Netflix and Microsoft said assurance over user privacy was a key reason for the partnership. Netflix plans to roll out ads later this year. (Microsoft ↗️)

2. Google has been busy adding more customization to Performance Max campaigns. There are 4 more features to know about: (Search Engine Land ↗️)

  • Seasonality adjustments - You can ensure the bidding algorithm doesn't get thrown off by an unusually good conversion rate (e.g PR, sales promo) over a few days. 

  • Data exclusions - The bidding algorithm can ignore data from dates when there were issues with conversion tracking.

  • Explanations - Google will provide explanations for large changes in ad performance

  • Optimization score - It's been around for a while but is becoming compatible with Performance Max.

3. Amazon Prime sold 300+ million items on Prime Day. Sellers discounted at least 20% to be eligible to participate in the event. Amazon brought in influencers to sell live which they said generated 100+ million views. (Amazon ↗️)

4.TikTok brings on a partner to measure incremental sales lift.  NCSolutions (NCS) will bring their retail partnerships and machine learning to TikTok. This helps measure TikTok ads' impact on in-person and online purchases. (TikTok ↗️)

5. Instagram lets creators publish more subscriber-only content. Instagram is testing subscriptions with thousands of creators. Now they've expanded the range of features... (Instagram ↗️)

  • Subscriber-only chats (for up to 30 subscribers)

  • Subscriber-only Reels

  • Subscriber-only Posts

  • Subscriber-only Home feed for all the exclusive content

Plus

  • TikTok prepares content filters feature

  • Amazon pulls back on white label business

  • Twitter now let's brands unmention themselves

  • Google requires 'paid for by' disclosure for political ads

  • Instagram has launched it's influencer marketing marketplace

✂️ TL;DR

Tech Crunch: Google exec suggests Instagram and TikTok are eating into Google's core products.

  • Around 40% of 18-24s are using TikTok and Instagram for search instead of Google, according to Google's data.

  • Typing in text and getting text results back from a search engine is seen as pretty old school. Younger generations want more visual results to get a better feel for what they're looking for.

  • Google is seeing how search could evolve and thinking about what experiences it will need to offer to avoid being disrupted as consumer behavior changes.

🧰 Tools

Batch allows brands to create shoppable QR codes. Great idea for packaging. The QR code directs to a native mobile app checkout using Apple Pay. So it's totally mobile optimized for customers to make a repeat purchase. You can also change where the QR code points. So instead of a checkout, you could use it at times to collect reviews, push a referral campaign or tell the brand story. Pricing is $100 per month. 

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