Today in Digital Marketing - Born Digital, Raised Brand-Savvy
Episode Date: August 4, 2023Meet the generation redefining brand loyalty. TikTok tests privacy-aware campaigns. Amazon’s ad sales were stratospheric. And X marks the spot… wait… how come we can’t see the spot any more??....🌍 Follow us on our social media📰 Subscribe FREE to our daily newsletter.Thanks to our sponsors!- Go to HelloFresh.com/digital16 and use code digital16 for 16 free meals plus free shipping✨ 𝗚𝗢 𝗣𝗥𝗘𝗠𝗜𝗨𝗠! ✨Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Weekly Meta Ad platform updates with Andrew Foxwell✅ Weekly Google Ad platform updates with Jyll Saskin Gales✅ Earlier episodes each day✅ Story links in show notes✅ “Skip to story” audio chapters✅ Member-exclusive Slack channel✅ Back catalog of 30+ marketing science interviews✅ Discounts on marketing tools✅...and a lot more! Check it out: todayindigital.com/premium.🎙️ Subscribe free to our other podcast "Behind the Ad"🆘 Need help with your social media? Check us out: engageQ digital.AI Tool ReportLearn AI in 5 Minutes a Day! We'll teach you how to save time and earn more with AI. Join 70,000+ free daily readers for trending tools, productivity-boosting prompts, the latest news, and more.Check it out!.If you like Today in Digital Marketing, you’ll love Morning Brew.Get smarter in 5 minutes (and it's free!)There's a reason more than 4 million marketers and business people start their day with Morning Brew - the daily email that delivers the latest news from marketing to the ad business to social media. Business and marketing news doesn't have to be boring...make your mornings more enjoyable, for free.Check it out!.🤝 Join our Slack: todayindigital.com/slack📰 Get The Top Story each day on LinkedIn. ✉️ Contact Us: Email or Send Voicemail⚾ Pitch Us a Story: Fill in this form📈 Reach Marketers: Book Ad🗞️ Classified Ads: Book Now🙂 Rate and Review.ABOUT THIS PODCASTToday in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate Producer: Steph Gunn. Ad Coordination: RedCircle. Production Coordinator: Sarah Guild. Theme Composer: Mark Blevis. Music rights: Source Audio.🎒UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and Courses .Some links in these show notes may provide affiliate revenue to us.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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It's Friday, August 4th. Today, meet the generation redefining brand loyalty.
TikTok tests privacy-aware campaigns, Amazon's ad sales were stratospheric,
and X marks the spot. Wait, how come we can't see the spot anymore?
I'm Steph Gunn, sitting in for Todd Maffin. That's ahead today in Digital Marketing.
Bye-bye, Big Bird.
A new study from marketing agency Razorfish has found that Generation Alpha,
that is kids aged to 13 years old right now,
favors adult-focused brands over kiddie brands even before they reach their teens.
The internet has played a big role in speeding up the generation's brand maturity
compared to previous generations.
Before the age of six, more than 40% of alphas have already used a tablet,
and more than half have used video game consoles before they turned seven.
According to the study, three quarters of eight to ten-year-olds are already thinking about mental health,
which will likely become a major driving force behind brand affinity
and purchase consideration. And though this might surprise you, nearly three quarters of alphas say
they prefer spending time outdoors and reducing tech usage to manage their mental well-being.
For marketers looking to target this demographic, the study advises recognizing Gen alphas'
accelerated brand maturity.
Don't think of Alphas as younger Gen-Zs. They're already more Gen-Z than Gen-Z at a younger age.
TikTok is developing a new privacy-aware ad targeting tool for marketers called PrivacyGo,
which the company says will let advertisers match their CRM data with TikTok's audience insights in a secure way. This week, Business Insider reported that the
process will function like a data cleanroom, where two parties share data, like email addresses and
sales information, in a protected digital space. This ensures that the information can be used for
ad targeting without compromising privacy regulations,
as neither party gains access to the other's data.
According to TikTok, the process will use the same method the U.S. government uses to analyze census data.
TikTok is currently testing Privacy Go and plans to make it widely available soon.
So while TikTok is taking a step towards privacy-focused ad targeting,
it's also giving users in Europe the option to step away from personalized content,
which could impact your brand's reach. In response to the European Union's Digital Services Act,
the platform announced today that it will soon let users turn off the personalized
algorithm behind its For You and Live feeds. Users on those feeds will see popular videos
from their region and worldwide, rather than content targeting their interests.
But the Following and Friends feeds will appear in reverse chronological order.
These changes align with the legislation's rules that require large online platforms
to provide opt-out options for personalized content,
which usually involves tracking and profiling user activity
when viewing content recommendations.
TikTok will also start excluding European users aged 13 to 17
from ad campaigns that target them based on their online activities,
eliminating the need for manual opt-out.
Amazon's earnings have been released and its ad business is thriving
as the digital ad market continues to show signs of improvement.
Yesterday, the e-commerce giant reported that its online ad division
brought in more than $10 billion in sales in the second quarter,
a 22% increase from the previous year. Overall sales for the quarter grew 10% year over year.
Amazon's online advertising now represents about 7% of the global digital ad market,
according to Insider Intelligence. Alphabet and Meta continue to lead with 30% and 20%
market share, respectively.
During the past year, however, CNBC notes that while Amazon's advertising business has experienced growth,
Meta's core digital ad business has declined due to Apple's privacy updates still affecting its ad platform.
As a result, some companies, especially retailers, shifted ad budgets from Facebook and Instagram to Amazon's platform to boost sales. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters.
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Be protected. Be Zen.
X has changed the way it presents ads on its platform by making them look more like regular posts in your feed,
which I'm sure won't sound any alarms with the FTC.
The previous promoted tag,
which was prominently displayed at the bottom left of ads, has been replaced with a much smaller ad
label located at the top right of the post. The platform is also experimenting with an updated
ad display format that makes the main image look much more like a regular visual attachment
with a subtle in-image URL marker
indicating the ad link instead of a separate call to action bar. Current FTC regulations state that
all ads must be clearly and conspicuously signaled in-app. The updated ad tag could still be prominent
enough in this respect, but as Social Media Today points out today, the combined changes might not pass
the FTC sniff test. A couple of small updates. First, Google confirmed an issue with its ads
platform yesterday that was affecting most advertisers all day. Advertisers were getting
notices saying, Google ads can't complete your request right now. Please reload this page to try again. The issue is now fixed. Next, Meta's Twitter rival Threads
has seen a staggering decline in daily active users, dropping more than 80% since its release
a month ago, according to new reports from two different data firms. Engagement has also plummeted
with data indicating time spent
on the app in all available markets peaked on July 6th at about 14 minutes a day. By August 1st,
that time had been cut to two minutes. And last but not least, TikTok competitor Triller
has teased its plans to go public for quite some time, and now the short-form video platform seems to be on its way.
The company filed an S-1 this week looking to directly list on the New York Stock Exchange.
And finally, Siri might soon be able to read your lips. A new patent application from Apple
yesterday outlines a system for determining whether motion data matches a word or phrase to fix the woeful voice recognition issues plaguing Siri.
Instead of using the device's camera, it would use motion sensors to track your every mouth twitch, neck, or head movement to decode your speech. This system could potentially be integrated into iPhones, AirPods, or even smart glasses
using motion sensing technology
to capture users' facial cues.
This means Apple might need a lot of data
on how humans use their mouth parts.
Pucker up.
Not much going on for me this weekend i'm pregnant and as of tomorrow i will be officially full term so it's kind of hard to make plans for the long weekend when you know you could have a baby at
any moment and yes monday is a holiday in canada but Todd will be back with a special deep dive episode.
Everything you need to know about auditing a meta ad account.
Today in digital marketing is produced by EngageQ Digital on the traditional territories of the Stunamuk First Nation on Vancouver Island.
Our associate producer is me, Steph Gunn.
Production coordination, Sarah Gilt.
Music licensing by Source Audio. and ad coordination by Red Circle. And not many people know this, but our theme composer,
Mark Levis, actually manages one of the largest Google ads budgets. So when the site went down
yesterday and I tried to tell him in the staff meeting. He interrupted me saying, Don't speak. I know just what you're saying.
So please stop explaining.
Don't tell me, cause it hurts.
Thanks for listening. I'm Steph Gunn.
Todd will be back with that special Deep Dive episode on Monday.
Cause you and I, we were born to fly.
Fly with our hands up to the sky
There's nowhere left to hide
You and I were born to fly