Today in Digital Marketing - Apple Is Building an Ads Platform

Episode Date: August 3, 2022

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Today, a big vote of confidence for Klaviyo, Google's new tag to rule them all. Don't count Instagram out of the influencer game yet. Is your salary on par with marketing industry standards? An apple may be closer to an ads platform than we think. It's Wednesday, August 3rd. I'm Steph Gunn filling in for Todd Maffin. Here's what you missed today in digital marketing. Shopify and popular marketing platform Klaviyo have announced a partnership.

Canada's e-commerce giant also invested $100 million in Klaviyo. The news comes only a week after Shopify laid off around 1,000 employees after its pandemic growth bet didn't pay off. It's a hell of a deal for Klaviyo. The partnership will see Klaviyo become Shopify's recommended email platform for its premium merchant plan Shopify Plus, while also giving Klaviyo early access to new Shopify development features. Klaviyo's software integrates with existing e-commerce platforms to automate sending customers emails and texts. The platform lets businesses set up triggers for messages about abandoned carts, product recommendations, and tags. The platform lets businesses set up triggers for messages about abandoned carts, product recommendations, and more. Google has updated the Google Tag Manager with a new tagging process that lets brands control all of Google's tagging products from one central location within Google Ads and Google Analytics. Google Tag is built on top of existing global site tag

implementations, so no additional code is needed. The company explained that if you're already using the Global Site Tag, you don't need to take any action. Existing tag implementations will continue to work and will automatically become a Google Tag. You can also use your existing Google Tag installation when setting up another Google product or account. Quoting Google, since it'll be easier to set up site-wide tagging and combine or reuse tags, you can easily increase the number of tagged pages with consistent configuration. This helps improve measurement, leading to better quality customer insights.

You can also now manage user access to your tag settings across products in one dedicated place, giving you more control over who has access to critical measurement settings. Un unquote. Google says the update will be rolling out over the next week. Although TikTok is social media's current golden child, brands continue to spend more on influencer marketing on Instagram. This year, Instagram is expected to capture nearly three times the amount of influencer marketing spend as TikTok, according to a new report by Insider Intelligence. TikTok, however, is projected to surpass Facebook in terms of how much advertisers spend on influencers in the U.S. by the end of this year and will beat the number two platform, YouTube, by 2024. TikTok has already overtaken YouTube on marketer usage for influencer-based marketing, according to the report. Data also indicated marketing spend on smaller influencer partnerships has increased rapidly.

Spending on nano-influencers is expected to more than triple this year, while spending on mega-influencers will increase by only 8%. After single-handedly wreaking havoc on the digital advertising industry with iOS privacy changes, it appears Apple is building its own ads platform. A recent job posting suggests that Apple might be planning to expand its first-party advertising offerings to include a demand-side platform. The company is currently seeking a senior manager for a DSP that has experience with mobile-centric DSPs and optimizing mobile campaigns using measurement and attribution. The job listing also states whoever gets the job will be expected to drive the design of the most privacy-forward, sophisticated demand side platform possible. Candidates must have eight plus years of technical experience plus product management, as well as a proven track record of launching advertising-related products for audiences

in the hundreds of millions. The company has not yet confirmed its plans to build a DSP, but the job title, Senior Product Manager, Demand Side Platform on its site, kind of speaks for itself. Are you getting paid enough? A recent study found that digital marketing salaries in the U.S. have increased by nearly a quarter over the past three years. These are the average salaries by job level in 2022, according to the report. Senior vice president or C-level are $250,000. Senior directors are $185,000. Managers are $110,000. And the average salary for staff is $98,000. The research also found that there is still a significant gender gap

in digital marketing salaries, with men on average earning almost a third more than women. In terms of job satisfaction, a third of digital marketing managers feel extremely satisfied with their job compared to only a quarter of digital marketing workers. Data has been provided by Martech's survey of over 290 digital marketers. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit? No business or profession is risk-free. Without insurance, your assets are at 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. The popular task management platform Monday.com has launched a new CRM product to support teams working in sales, marketing, software development, project management, and more. The company says its tool was developed to unify all customer processes under one centralized platform. The customer relationship management system integrates with hundreds of apps and services such as Salesforce, HubSpot, Slack, MailChimp, and DocuSign. Monday's CRM lets you automate tasks as well as these features. You can sync your Gmail or Outlook to send and receive emails, get notified automatically when a lead opens or replies to an email, and manage your team's quota attainment over time, track wins, and view goals

for specific members or the entire team. The new CRM is available now at monday.com slash CRM. Yesterday, Microsoft Advertising announced several updates to its platform. First, automotive ads are rolling out. The company said it is currently piloting vertical ads in areas like travel and financial services, and it will be making automotive ads available to all advertisers in the coming weeks. Next, Microsoft explained how vertical-based ads work. This ad format is different for each category or industry, and vertical ad content comes from dynamic data feeds. Quoting the company, they use search intent data and a deep understanding of users' needs to connect customers to richer ad experiences.

Microsoft Artificial Intelligence uses these feeds to source all attributes displayed in the ads, using advertisers' existing digital catalogs, unquote. Other updates include advertisers can now use dynamic remarketing for travel, automotive, and events. Video ads now lets you choose between three different bidding options for video, reader impressions, video views, and website visits. And there are some new customer data platform integrations for customer match. A new guide from TikTok explains how to approach ad tracking and analytics with Apple's privacy restrictions in mind. The guide offers tips for maximizing app-level data access, which is more of a concern for developers than advertisers.

However, it goes into more specific details for advertisers, including how to set up campaigns with the new tracking system. The report also provides data on current opt-in rates by region and vertical, as well as the optimal account setup for TikTok campaigns. Meta also launched a new ad education guide for advertisers. In its new Advertiser Success Center mini-site, Meta highlights a range of tips as well as links to further reading and resources for advertisers on Facebook and Instagram. That said, most of this info is not new, but there may be some useful information

for those who are just getting started with advertising on Meta's platforms. Links are provided to both TikTok's new iOS guide to advertising and Meta's Advertiser Success Center in today's premium newsletter. That's it for today's newscast however a second episode will be in your feed in an hour or two and if you do any advertising on meta's platform you'll want to listen todd will be chatting with digital media buyer barry hot about security failings in meta's business manager and ad platform how meta accounts are hacked and what you can do if it happens to you. I'm heading to dinner for a friend's birthday tonight and then we are all going to get permanent bracelets, which is the newest thing. It was my friend's idea to take the birthday girl and then us all get them

as well. Instead of a clasp, they laser the bracelet together so that you can't take it off. At first I thought it was a cute idea, now I don't know if it's a terrible idea. Regardless, I give it about 24 hours before I have this permanent bracelet ripped off my wrist. And here's your friendly reminder to join us on Slack. We're past 900 members now. It's full of marketer sharing advice. You can get help in the group. You can get a sneak peek at what's coming up on each day's episode. And there's even a channel for you to promote yourself in. It's 100% free to join. All you have to do is tap the link in the show notes or go to todayanddigital.com slash slack.

Thanks for listening. And don't forget to tune in to that second episode coming up tonight. Outro Music