Today in Digital Marketing - AI Wrote This Podcast Title

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, now that the American Election Day is behind us, Be protected. Be Zen. change, but social media community managers, you're actually going to love this one. It's Wednesday, November 4th, 2020. Happy National Unity Day, Italy. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in digital marketing. While all eyes were focused on the main races in yesterday's US election, savvy digital marketers were keeping a close watch on California's Proposition 24. As I told you yesterday, that proposed bill would essentially create a stronger CCPA,

Starting point is 00:01:12 the privacy legislation that restricts marketing tactics when targeting Californians. Well, the votes are in, and Prop 24 has passed. So what does that mean for you and your campaigns? First, this won't take effect for a while, not until January 1st of 2023, so more than two years from now. But when it does come in, it'll change a bunch of stuff. First, it will limit the use of what the bill calls sensitive personal information. That includes precise location, race, religion, sexual orientation, specified health information, and other stuff.

Starting point is 00:01:46 It also will ban you from holding on to that personal data for longer than necessary, and it will create a new agency to enforce it. And remember, this doesn't apply to California advertisers. It applies to any advertisers around the world who want to reach California residents. Quoting MarketingLine.com, the impact on digital marketing may be significant. The concept of information sharing is much broader in scope than selling. However, this would appear to still permit sharing of data with agencies and marketing vendors, unquote. And to be clear, this will be an opt-out process,

Starting point is 00:02:25 so consumers would need to manually flag that they want their data handled this way. Truth is, not many consumers do that when offered the opportunity. And most analysts say there are bigger issues on the horizon affecting digital marketing, like the elimination of third-party cookies. That said, if your brand is risk-averse, then it might be worth having a look at the newly passed Prop 24. One other proposition that passed in California,

Starting point is 00:02:51 Proposition 22, that has relieved gig economy companies like Uber and Lyft of any obligation to treat their workers as employees. The effort to pass that was backed by a $200 million ad campaign, the most spent on a ballot measure in California's history. A change to the way Instagram handles reactions on stories will be very welcome news indeed to social media community managers or anyone whose job includes monitoring Instagram DMs. Right now, when someone uses a reaction on your brand's story, you know, we're talking like a like or a sad or a laugh, those little emojis.

Starting point is 00:03:34 Instagram will turn that into a direct message back to your brand's account. A DM that currently can only be viewed on the mobile app. And if your brand does a lot of stories and gets a lot of reactions, then I probably don't have to tell you that your DM box is full of hundreds of messages that contain a single emoji reaction. Honestly, it's kind of ridiculous at scale, but it appears that Instagram will be fixing that soon. A computer science student found some code in the app

Starting point is 00:04:02 suggesting that and leaked screenshots of it on Twitter. You would still be able to get reactions, of course, but they would sit on this story and not trigger a separate DM each time. Last month, Instagram released an updated API that lets third-party tools finally be able to see and reply to Instagram DMs. Those platforms are currently building that functionality into their apps. Do you have business insurance? Those platforms are currently building that functionality into their apps. risk from major financial losses, data breaches, and natural disasters. Get customized coverage today starting at $19 per month at zensurance.com. Be protected. Be Zen. There's a great piece today in marketingprofs.com about the impact of artificial intelligence on email marketing. It notes that email campaigns do have problems, big bounce rates, engagement that doesn't always translate into conversion. And this piece details four ways that AI can help. First, augmented audience research

Starting point is 00:05:10 using predictive analytics. The piece talks about an experiment a brand did that created virtual user personas. Campaigns were then tested on those virtual personas so that they would have a better sense of which groups would be more likely to convert. Second, using natural language AI to generate the copy, quoting their piece, natural language generation enables you to create email subject lines and body copy without going through a copywriter's dozen iterations. And since it runs on an AI engine, you won't have issues with scalability or consistency, unquote. Third, testing email content at a larger scale. Again, quoting Marketing Prof's

Starting point is 00:05:46 piece here, the old school technique was to conduct A-B testing. You track two copies of an email, and the one that gets better traction is used as the decisive copy. Though the A-B technique has served marketers and ad agencies for years, it is not as efficient for large-scale email campaigns. The longer the email, the more extensive your tests have to be. To perform accurate email tests at scale, you can use bandit testing. It's name derived from, quote, bandits in the casinos who use several slot machines

Starting point is 00:06:18 to maximize their probability of winning. Bandit testing does more than A-B by testing several copies of an email at once, unquote. And fourth, user segmentation and behavioral forecasting to drive retargeting campaigns. The piece does note that some of this tech is already in place. MailChimp, for instance, can retarget people who abandon their carts. But AI can bolster that with a deep learning system that can aggregate all the data points into a single structured format and then segment the pool based on behavioral tendencies. Anyway, it's a great piece. It is behind a wall, but it is a free paywall. They just want your email address. Again, it's at marketingprofs.com. You're looking for the article called Four Ways to Empower Your Email Marketing

Starting point is 00:06:59 Strategy with AI. And that's it. Just three things today. I guess the news cycle was dominated by the American elections. Remember, if you've got a marketing position you're trying to fill, or maybe you're looking for that next great gig, consider a classified ad right here. It's just 20 bucks and you can book it online. Link in this episode's description. I'm Todd Maffin. Hang in there, America. Talk to you tomorrow. I won't hang around here We haven't got that long old time to talk

Today in Digital Marketing - AI Wrote This Podcast Title

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