Today in Digital Marketing - Does 'Digital Engagement' Belong in the C-Suite?

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Starting point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. It is Friday, January 10th, 2020. Happy World Hindi Day. Be protected. Be Zen. Now people you exclude from seeing your ads can see them if they want to. Here's what you missed today in digital marketing. Facebook has made some changes to its ad platform that will now let users hide ads that came from a custom audience list. Even more interesting, users will be able to opt in to see ads even if the brand has excluded them from a custom audience list. People have always been able to hide ads from a specific advertiser in their ad preferences or directly from an ad, but now they'll be able to stop seeing ads based on an advertiser's custom audience.

Starting point is 00:01:17 The announcement came in a news release about letting users hide political ads, but this apparently will apply to all campaigns using custom audiences. Yesterday, I told you that Lululemon has created and filled a new C-suite position called Chief Brand Officer, which I thought was a little weird since that's what a CMO should be doing, but whatever. Well, news today from McDonald's that they have created a chief digital engagement officer role. And it is a real C-suite position. It reports to the CEO and oversees digital ordering, personalization, payments, loyalty, and delivery. Yes, delivery.

Starting point is 00:02:00 McDonald's delivery business has grown to be more than $4 billion in only the last three years. Facebook has added a nice little feature for page admins, a new page management history dashboard. Now, we've always been able to see who posted content on the page that was all stored in the activity log, but this new dashboard has expanded things. Now, it'll show what management actions have been taken, when they were taken, and who took them. Of course, only people who manage your brand's page can see this. One nice thing I noticed on my own page's version, you can filter it by any app that has privileges on your page, in case you're trying to track down something that it posted.

Starting point is 00:02:43 You'll find it in your page settings. If you have it, check the left-hand column for page management history. It is still being rolled out, so if you don't have it, it will show up soon. We've seen podcast networks before. Gimlet, Slate, Wondery, and so on. Now comes word of a new network. A women's only network. The Seneca Women Podcast Network says it will produce original content aimed specifically at women.

Starting point is 00:03:11 And they couldn't have launched with a more budget-friendly sponsor, Procter & Gamble. Their first series launched last year and featured interviews with influential women like former U.S. official Madeleine Albright and media mogul Ariana Huffington. No surprise that they want in on this. Ad revenue from podcasts are soaring. In 2018, the total market was estimated at just under a half billion dollars, and by next year, forecasters expect that to hit a full billion. The New Network, in its launch announcement, noted that while half of all podcast listeners are women, fewer than half podcast hosts are female. Mark Zuckerberg has released his annual priorities list. It's sort of like the Queen's annual address, but much less about world peace and harmony.

Starting point is 00:03:59 Among the priorities, a shift to a smaller, more enclosed network activity, and away from public posting. Facebook signaled this last year when they put a ton more work into their Groups product, at least the public-facing side anyway. On the back end, the Groups API is still way behind the times. Most critical for brands and agencies, there's no API for comments in groups at all. We can monitor comments on a brand page, comments on an ad, but there's this huge black hole for groups. This is why many agencies, ourselves included, don't recommend their clients create and use groups because engaging in the group and moderating it will have to be done live on the actual Facebook site and not using any of the third party engagement tools that we and everyone else use for everything else.

Starting point is 00:04:49 Anyway, Zuckerberg said, quote, our digital social environments will feel very different over the next five plus years, re-emphasizing private interactions and helping us build the smaller communities we all need in our lives. As Social Media Today noted, this will be a relevant area to keep tabs on for social media marketers. As more conversations shift to private spaces, it will alter the effectiveness of existing outreach strategies. Short show for you today and no lightning round, but if you are looking for some weekend

Starting point is 00:05:23 listening, the Premium feed has a bunch of stuff. And new this month, a detailed walkthrough of our agency's negative response strategy, plus all the back episodes, a full description, how to perform organic algorithmic repair on a Facebook brand page, a deep dive into the TikTok organic algorithm, plus my exclusive interview with Mitch Joel on the future of digital agencies, all of which you will find in the premium episodes, just five bucks a month. Click the link in this episode's description or visit todayindigital.com and look for the button that says premium episodes.

Starting point is 00:05:58 Follow me on social. Links to my channels and our agency are in this episode's description. I'm Todd Maffin. Have a restful weekend. I'll see you on Monday. with your eyes wide open. So come alive.

Today in Digital Marketing - Does 'Digital Engagement' Belong in the C-Suite?

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