Digital Marketing Basics #14
Handpicked curated content: industry news, trends highlights and skills.
📰 Industry News
Personalised Ads Matter - with love, from Facebook.
Facebook is out there with a new ad campaign around why personalised ads matter. If your business is much on Facebook, you already know how hard it is to keep up-to-date with all the platform updates. So, the amazing people from SocialBakers did a great job outlining every update that’s important for us, marketers, alongside key Facebook developments no one should miss.
👉🏼 More here.
The Power of Virtual Communities
In 2020, the Governance Lab interviewed 50 leaders in 17 countries, along with 26 global experts in online community building.
*funded by Facebook.
The report findings note that:
Membership in online communities confers a strong sense of community, the lack of physical proximity notwithstanding.
In many cases, online groups attract members and leaders who are marginalized in the physical societies they inhabit and who use the platform to build new kinds of communities that would be difficult to form otherwise.
New kinds of community leaders have emerged in these groups with unique skills in moderating often divisive dialogues, sometimes among millions of members.
Most groups are run as a labour of love; many leaders are neither trained nor paid. The rules that govern their internal operations are often uncodified, and the hosting platform - in this case, Facebook - holds significant power over their operations and future.
👉🏼 More here.
I know what you watched on YouTube.
That’s what any parent can tell their children. Or me to my mom. I guess it depends on who’s parenting on what, and I am from that generation who’s teaching their parents to handle social and tech.
And I do salute YouTube initiative to provide supervised experiences, and I count on parents wiseness to use it. Mic drop.
👉🏼 More here.
🚀 Trends highlights
The Conversation: Twitter trends
The fact that Twitter wants to be the conversational platform is no news. Now, these marketing reports they issue are golden for any marketer who wants to understand what’s happening on Twitter and what kind of conversations are taking place there. The Conversation: Twitter Trends report reveals 6 conversational trends:
Wellbeing: Prioritising self-care for ourselves and each other
Creator Culture: More making in the hands of many
Everyday Wonder: Fascination with our world and beyond
One Planet: Driving toward a sustainable future
Tech Life: Inspiring a better-connected life
My identity: Empowering a true expression of self
with evolving trends, and how-to-s for brands to act on the relevant trend for them.
Let’s chat - messaging in customer experience.
The fact that messaging is already an incorporated part of our lives contributes to the customer's expectations from a brand. And he’s entitled to expect this. The question is, how do brands manage these expectations.
One of the big players in the CRM industry, Zendesk, has published recently a trend report on customer experience stressing the new habits customers picked during the pandemic time. Should we prepare for conversational experiences? Not until internal agreements have been done on measures of success.
First were the people, then the influencers, then the marketers
This is the very general path of every social platform. 2021 seems to be a lot about Clubhouse. I am so curious to see how long will the platform keep itself ad-free because that’s the golden pot at the moment: genuine conversational experience. Surely brands are considering it, balancing it, marketers looking into it, and few already started.
🌱 Harness your skills
When looking to hire a marketing pro or becoming one
*that marketing pro with good vibes, and with whom [insert here your industry] are ready to start working right away?
There is one important thing to do, no matter what side you are on. And that is to define what you want to do, with whom, for whom and why. Easy peasy. This is a step no. 1 - the best investment you can look into it. And do it before starting any workshop or buying online courses and fill your agenda like a pro (not quite, but that’s a different topic).
Once you’ve figured it out, then you’re ready to check this article with 5 tips to hire a marketing person.
PS: My 15+ years of work experience says that you’ll likely to come back often and redefine what your needs are. Keep this on the back of your mind. Understanding the dynamics of this digital industry saves you from many headaches.