Digital Marketing Basics #19
Your newsletter focused on simplicity, important news and recent trends
đ° Industry News
Great Q&A with Twitterâs Zach Hofer-Shall
PLEASE READ the article. I have no further comments to add. And Iâll leave you with this paragraph from the question: How can brands get more comfortable using social data to drive business decisions?
Social has long been siloed technology and siloed team. But now everyoneâs starting to ask if they should be in the social space as well.
A joke we used to make was that social was the Trojan horse to get internal teams talking to each other for the first time. PR teams and marketing teams used to be able to get away with not talking to each other as often as they should. And the sales and support teams didnât have to be in those conversations. But social doesnât work that way. Social needs to be something every team is cognizant of because there is really powerful data there that can impact your entire business.
đđŒ The full material is here.
Bye, bye Facebook Analytics
After 30 June 2021, we say goodbye to Facebook Analytics. Here are three essentials actions you should take:
Explore the information and insights provided in your account
Access your reports, download details, export charts and tables, and review insights for future reference.
Check the alternative business tools to help you understand your advertising, presences and activities on Facebook and Instagram (Facebook Business Suite, Ads Manager and Events Manager).
đđŒ Everything you need to know is available here.
Oh, hello, new Twitter Ad product.
Although Twitter is all about conversation and aims to be conversational, thereâs also a lot of complaining, which makes me really curious how all the new beautifully presented ad product will navigate into some trolling seas. Would brands push to fleets? Or some thereâll be some more control over tweets from brands?
Anchors Aweigh
Aye, Aye Captain
So hereâs what you need to know about the new Twitter Ads:
Promoted Ads: These formats can feature images, videos, and various ad features in multiple ways across each stage of the marketing funnel.Â
Follower Ads: to promote an account to a targeted audience to build awareness and attract new followers.
Twitter Amplify: to align ads with premium video content from the most relevant publishers.Â
Twitter Takeover: the most premium, mass-reach placements that drive results across the funnel by taking over the Timeline and Explore tab.
Twitter Live: broadcast their biggest moments to the world and allow an audience to join in real-time.
đđŒ All you need to know is available here.
đ€đŒ Whatâs new on the social front
Automatic captions to videos on TikTok
If you donât have a TikTok account (thatâs bad if youâre a digital marketer, but we can address it later or separately), then let me tell you how big is this: IT SAVES A LOT OF TIME for a creator, and the viewer is just amazing. And as someone who already tested some apps providing automatic captions to videos, I can tell you thatâs the feelings go from super excited to super annoyed/frustrated, based on the English you speak. However, it is huge.
đ Instagram is next. Wait and see. Or subscribe to this newsletter.
I got vaccinated IG story stickers
Hotline - the newest Facebook experiment
đ Trends highlights
Digital Marketing Industry Trends disrupting in 2021
For years weâve talked about the disruptions brought by tech in several industries, but very few were focusing on the marketing industry. I recall one of the WebSummit live editions, where it was a panel addressing precisely how tech disrupts the marketing industry. A few months later, the world went in lockdown, which accelerated everything. Since then, marketers are constantly rethinking how to reach their audiences. Hereâs a great article addressing these digital marketing trends:
App tracking settings to effect Facebook
Social commerce
Conversational commerce
The rise of the super app
Virtual lifestyles
Channel trends â reaching the consumer at home
Security and privacy
Ecommerce, FMCG, retail
Digital Marketing Strategy Trends to consider
Narrowing it down from industry to your business, here are five digital marketing trends that should play a role in how your brand approaches its marketing strategy well into the future:
Find alternatives to third-party cookies
Explore automated content recognition
Adapt strategies for continued eCommerce growth
Dig deeper into data to inform channel selection
Master marketing agility
đ± Learn. Amplify. Grow.
What to do when new social marketing channels are emerging
Since 2020, when TikTok came into literally everyoneâs attention, I keep answering the same questions: should we (brand X) join TikTok? What about Clubhouse? And my answer is very lawyerly â it depends. When it comes to financial services brands, Iâve recently shared my thoughts on a guest post for Finbites.
But when you as a digital marketer are required or asked to jump on a new platform, do yourself a favour and consider the following several aspects (this is 101 digital marketing basics) - such as:Â Â
Audience - are your clients or prospects there? -> Examine each platform demographics.
Content-type - do you know what your target audience wants to see from you? -> Ask them, instead of assuming.Â
Frequency - Consistency is vital, and some platforms require a heavy time commitment -> Map out if you have the resources to maintain such a schedule.
Engagement - how you'll build trust and relationships? -> Look at your tone of voice and your brand values as starting points for brainstorming.
Business relevance -Â how you approach the platform and its audience? -> List those actions that keep you business-focused while providing value for your audience.
Business capabilities - what's practical to your business? -> Identify on which platform you can immerse yourself in all its features and best practices and build a presence effectively.
Business goals - what you want to achieve? Why do you consider jumping on this platform? -> Check your social media strategy goals and outcomes.Â
Get your answers backed by data instead of counting only on your assumptions. Iâm saying this because I often heard the argument: it doesnât make sense to me. It is dangerous if the one who says that isnât your prospect. Simultaneously, you cannot assume that the highest clicks on a list of articles in an e-mail mean that the first article was more interesting than the second one. It can be that youâre taking the user out of the newsletter with that click, and he never comes back.
You must depend heavily on the data available to you because it's unbiased and accurate, which nor you or I, or any other human being is. At the same time, you must keep your empathy and human judgement on. Balancing them is the key.
The hardest lesson I had to learn as a professional digital marketer is that my opinions aren't as effective, unbiased and accurate as data, and data isnât empathetic as me.
đĄ Ask yourself
Questions to make you think, instead of useless advice
đȘ Your moment now
Next week is the 20th edition of this newsletter, and I want to hear from you.
Please send me your thoughts about this newsletter via e-mail.
I donât want to direct your feedback to any topic. Iâm mainly looking for a more biased and not-data driven validation that I should keep doing it.
If sending an e-mail isnât your thing, Iâve also come up with an anonymous and directive form.
Which one do you prefer?
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