Today in Digital Marketing - Facebook Threatens to Leave Europe
Episode Date: February 9, 2022Will Facebook and Instagram be blocked in Europe?... Small business owners may soon be able to drop the Stripe dongles... Does selling on two online sites hurt your sales?... A depressing study finds ...non-caucasian marketers are paid way less than their white counterparts... How frequent page-title changes affect your SEO... and more.Go Premium! No ads, more stories, and extended deep-dive weekend episodes — https://todayindigital.com/premiumADVERTISING as low as $20: https://todayindigital.com/ads JOIN OUR SLACK! https://todayindigital.com/slackFOLLOW US: https://todayindigital.com/socialmedia (TikTok, LinkedIn, Twitter, Facebook, and Reddit) ENJOYING THE SHOW?- Please tweet about us! https://b.link/pod-tweet- Rate and review us: https://todayindigital.com/rateus- Leave a voicemail: https://b.link/pod-voicemail FOLLOW TOD:- TikTok: https://b.link/pod-tiktok- Twitter: https://b.link/pod-twitter- LinkedIn: https://b.link/pod-linkedin Today in Digital Marketing is hosted by Tod Maffin (https://b.link/pod-todsite) and produced by engageQ digital (https://b.link/pod-engageq). Subscribe at https://TodayInDigital.com or wherever you get your podcasts. (Theme music by Mark Blevis. All other music licensed by Source Audio.)Does your brand need a podcast? Let us help: https://engageQ.com/podcastsOur Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy
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Do you have business insurance?
If not, how would you pay to recover from a cyber attack,
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No business or profession is risk-free.
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Today, will Facebook and Instagram be blocked in Europe? Be protected. Be Zen. Thank you. You might be surprised. It's Tuesday, February 8th. I'm Todd Maffin. Here is what you missed today in digital marketing.
In a regulatory filing, Facebook's parent company, Meta, has said it would likely be unable to offer its products, like Facebook and Instagram, in Europe without changes to data transfer regulations.
Specifically, they're bummed that Europe wants them to stop shuttling the user data of Europeans back to the U.S. This is actually a bigger deal than most Americans probably realize.
Here in Canada, government organizations and anything to do with health care is forbidden
from using any online service which stores its data in the U.S. That means Dropbox, MailChimp, Google, all the big ones. Why? Because the American
Patriot Act gives the country's law enforcement the right to look at pretty much any data they want
for any reason. Europe doesn't like this and has told Meta to knock it off and keep their users'
data in Europe. Here's how Facebook responded in its annual report last week.
Quote, If a new transatlantic data transfer framework is not adopted and we are unable to rely on other alternative means of data transfers from Europe to the US, we will likely be unable to offer a number of our most significant products and services, including Facebook and Instagram, in Europe, which would materially and adversely affect our business,
financial conditions, and results of operations, unquote.
Naturally, the media started reporting this week
that Meta threatened to pull its services out of Europe
because, well, that's what they said.
Apparently, the Zuck didn't like those headlines
and Meta late this afternoon put out a news release
basically saying we are absolutely not threatening to leave Europe.
No, really, the title of the news release was
Meta is absolutely not threatening to leave Europe.
This is nothing new.
Ireland's Protection Commission preliminarily ordered the company
to stop transferring user data from the EU back to the US
back in August 2020.
The Data Protection Commission is expected to issue a final decision
in the first half of this year.
Without standard contractual clauses,
Meta would have to silo off most of the data that it collects on European users.
If the social media giant fails to comply,
it could be fined up to 4% of its annual revenue,
which is $2.8 billion.
Also, let's not forget that Meta does have a habit of throwing
a tantrum and taking its toys away. Just ask Australia. In a move surely being watched
nervously by the payment processor Stripe, Apple has announced its plans to introduce
Tap to Pay on iPhone for U.S. merchants.
Using Tap-to-Pay, merchants will be able to accept Apple Pay,
plus contactless credit cards and debit cards and other digital wallets
directly through the merchant's iPhone,
letting retailers and small businesses accept payment virtually anywhere.
This is, of course, the value prop for Stripe.
Here's how it'll work once it's available.
Merchants will be able to unlock contactless payment acceptance through a supporting iOS app
on an iPhone XS or later device. At checkout, the merchant will prompt the customer to hold
their iPhone near the merchant's iPhone, and the payment will be completed by NFC.
And you'd be right to think that Stripe is concerned here.
Right now, small businesses use a dongle or a card reader provided by Stripe,
which sometimes they provide for free as a loss leader to get the percentage cut of sales.
This change means merchants won't need the dongle, and they may not need Stripe.
No word yet on Apple's proposed cut of sales.
The idea seems sound.
You've got a website.
It's selling stuff.
Let's get our products in other places too.
So you also set up a storefront on Amazon or eBay.
But will selling on a third-party marketplace cannibalize your sales?
Dr. Eric Meyer is a professor of marketing and retail at the Lipsig
Graduate School of Management. He and his colleagues recently studied this and published
their findings in an academic journal. Overall, we find that selling on a marketplace is rather
complementary than cannibalizing your own sales. That is, selling on the marketplace will get you
more visitors and sales on your own website than vice versa.
What are the exceptions to that?
Well, essentially, it depends on what type of products and at which price you're selling.
When we're discussing complementarity versus cannibalization,
it depends a lot on whether you're likely to repurchase.
Essentially, you can only buy the same shirt twice,
you could say.
That is, if you repurchase,
the question is whether there is something to repurchase
and whether you have the financial resources to do that.
Our full interview covers the impact
of having a bricks-and-mortar store also in the mix,
whether high- or low-priced items are affected more,
and much more.
It is up on the premium podcast feed right now.
You can sign up at todayindigital.com slash premium feed and also enjoy ad free and longer episodes.
A new study from the UK has found that marketers from ethnically diverse backgrounds
earn 24% less at every level of seniority
than their white peers.
Here's a look at the mean salaries by ethnicity.
White marketers earn on average $76,600.
Mixed race and multiple ethnic groups
earn as a group $60,800.
Black marketers make even less, $60,400.
And people with Asian backgrounds, $54,000
The study was actually done in pounds, we've converted to US dollars here
Also, non-white marketers earn less than their white peers no matter what stage they're at in their careers
The ethnicity pay gap between white marketing executives and their non-peers is almost 44%
A 35% pay gap for senior executives, 18% gap for junior managers, 14%
between senior or department managers. The smallest ethnic pay gap in marketing is found
at the highest level of seniority, where there is a pay gap of 3% between white marketing directors
and vice presidents and non-white executives.
The data comes from the 2022 Marketing Week Career and Salary Survey.
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.
Google's Search Ads 360 is getting some upgrades. The company announced the update that includes new features like enhanced support for other search engines,
workflow improvements, and more.
Here's what you can expect.
Search Ads 360 has been redesigned and rebuilt
using the same tech that powers Google Ads,
which means support for Performance Max and Discovery campaigns.
You can manage your ads across multiple channels,
including other search engines,
centralize your day-to-day
tasks like campaign management, automated rules, and more across multiple advertisers at the same
time. And they've also redesigned the user interface. The updates will be rolled out over
the next few months. What do you do with your brand's SEO when you've chosen to change the page titles on your website every day?
And why would you do that?
Think about an investment company that wants to put a daily updated stock price in the page title.
Will changing your page titles every day hurt your SEO or help it?
During an SEO office hours hangout, Google search advocate John Mueller said that
while he doesn't advise for or against changing page titles every day, there are no SEO benefits.
So it really is up to you whether you think it adds value to your searchers.
However, changing your page titles every day does not mean that Google will update them in search results every day.
Google may only update them every week or every month.
If Google only crawls your website once a week,
your page titles could quickly become outdated if they contain time-sensitive information.
Mueller also mentioned that changing your page titles every day
does not prompt Google to crawl your site more frequently.
Keep in mind, last week, remember,
we told you that 61% of page titles are rewritten by Google.
This means it's still not a guarantee that Google will display the page title you've provided,
even if you update your titles every day, or if Google recrawls your pages every day.
One of the saving graces in a social media content manager's life are the third-party tools that let us line up posts across different platforms.
And most platforms, like Pinterest, Facebook, YouTube, and so on, have an API that lets those tools get that content online.
API functionality generally comes later than the front-end website.
Such is the case with TikTok.
Currently, there is no public API
that lets a third-party tool
schedule and post content automatically.
So in the interim,
these tools have used mobile reminders as a stopgap.
For the longest time,
you couldn't use them to post an Instagram story.
Instead, you could schedule it,
and when time came to post,
the tool's mobile app would pop up a reminder,
then you'd switch to the Instagram app on your phone and manually post.
We are starting to now see these third-party tools support posting to TikTok in this roundabout way.
Buffer Today announced it has a similar setup.
Schedule the TikTok video, and when it comes time to post, you will get a notification to post it directly on the TikTok app. In their blog post announcing the workaround, they actually posted a pretty funny screenshot
of one of their devs in Slack posting a version of their app that could do this.
Apparently, it only took them an hour and 20 minutes.
That prompted someone named Julia to reply, shut up, Andy.
Anyway, that functionality is now in Buffer's mobile app.
And to be truthful, I'm a little surprised it's taking the other platforms so long to get around this,
considering they already built this out for Stories.
Yelp has announced several new features that will be added to its ads platform,
including keyword boosting, custom location targeting, and more.
Here's a look at the updates.
First, keyword boosting.
This allows advertisers to direct their budget to selected keywords to reach high-intent
audiences more effectively.
When used with keyword blocking, businesses can target their ads more specifically to
audiences who are searching for products and services they offer.
And custom location targeting.
This will be rolled out to all new and existing customers.
Also, tailored post templates have been added to the platform
to help businesses create content that is customizable to their brand
to reflect special offers and things like that.
And finally, enhanced budget recommendations.
The platform now includes rating, category, listing age, region,
and more data to help
businesses make more informed budget recommendations but don't forget 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 bucks20. You can book it online. Tap
the advertising link in the show notes.
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You can get advice there, troubleshoot technical
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