Today in Digital Marketing - Hope You Weren't Counting On That Campaign Data...

Starting point is 00:00:00 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 point is 00:00:18 starting at $19 per month at zensurance.com. Be protected. Be Zen. Today, just when you thought you were getting used to missing data from your paid campaigns, Be protected. Be Zen. dominoes bringing back the campaign that cost them $78 million in punitive damages. It's Monday, June 28th, 2021. Happy Constitution Day, Ukraine. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in digital marketing. Well, just when we were all getting used to the decreased campaign data,

Starting point is 00:01:05 coming back from iOS devices comes word this morning of another change you're probably not going to like. Facebook will soon be popping up one of those little, hey, can we track your behavior dialogue boxes in front of people who use their websites and mobile apps now too. Not just Apple users. According to a guide, Facebook is sending out to selected advertisers, they will be adding, quote, an in-product consent prompt where people click to consent to cookies. In doing so, people will grant Facebook the ability to use cookies from other companies and record web app and third party data received about users through its business tools, unquote. This takes effect one week from tomorrow, so that'll be Tuesday, July 6th. What it means in real terms is this. Facebook will pop up that dialogue box. People will see it and go, hell no, you can't track me. Click deny.

Starting point is 00:01:49 And poof, just like that, we digital marketers will lose even more data about the performance of our campaigns. Specifically, Facebook says this will impact all data that comes from its pixel, any app events, Facebook attribution, the conversions API, the offline conversions API, and of course any custom audiences with those people in it. If there's one silver lining here, it's that it's not happening everywhere, only in the European Union and the UK. As an advertiser, you don't have to do anything, except maybe increase the office alcohol budget. While we're on the topic of Facebook,

Starting point is 00:02:34 last week they started rolling out a new option for ads called Optimize Text Per Person. But what it really should be called is Your Text Might Appear Anywhere. Because even though we all get to specify the primary text, headline, and description, Facebook now says, quote, to improve performance, text that you provide may appear as primary text, headline, or description, unquote. In other words, that copy you put as the headline might show up as body copy and your carefully crafted body copy could get jammed into the description field. Luckily, this is an option we can turn on or off, at least for now. When this is rolled out to you, it'll appear as a little toggle switch

Starting point is 00:03:10 that is a little bit more clear, reading, quote, allow text to swap between fields, such as showing your headline as primary text, unquote. I mean, I can't imagine a scenario where this would be beneficial, but I suppose if you're running ads at scale to large audiences, there'll be some segment that might respond better to a swap. And Facebook does have the data on what each person responds best to. Let's just hope this stays as an option. The grammar-correcting browser plugin Grammarly has launched an interesting new tier at the enterprise level.

Starting point is 00:03:47 This one seeks to help large organizations maintain brand voice consistency. They have two tools for this. First, brand tone profiles. These will specify which tones team members should use and which they should avoid. And multiple style guides, which let large teams create and customize up to 50 different style guides within a single organization. Why would you want multiple? Grammarly offers multinational brands as an example where the language and tone used in the UK might differ than that used in the US. They're also adding support for preset text templates so people can drop in commonly used messages and a new analytics dashboard for executives to view the top tones detected in Teams writing.

Starting point is 00:04:34 People who rely on Google Ads for revenue aren't happy today. These are folks who publish blogs and web pages and allow Google to place banner ads on their site in exchange for a cut of that revenue. Google has now dropped the link ad format. You might not know it by name, but I'm sure you've seen these anytime you misspell a domain. For instance, if you go to dating.com, but instead of the G at the end, you put an H, you get a bunch of links like dating sites for men, free online singles dating, free meet singles, and so on. These are usually affiliate plays trying to capture people on their way to a real site.

Starting point is 00:05:09 And to be fair, that's not the only use of that format. People with limited real estate on their site could monetize a small chunk here and there. Anyway, not anymore. They're gone now. Google said last December they'd be doing this by March of this year, but things got pushed back a bit. As you can imagine, the publishers of these sites that use those ads are not happy. Some reporting ad revenue is down by as much as 45% in some cases. Do you have business insurance? If not, how would

Starting point is 00:05:40 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. Back in the late 70s, Domino's Pizza hit on what it thought was a brilliant idea for an ad campaign. They knew that the vast majority of their deliveries happened in less than 30 minutes from order to doorstop, so they created a whole campaign based on guaranteeing that time frame.

Starting point is 00:06:17 If you didn't get your pizza within half an hour, they'd give you a half dollar off. Remember, it was the 70s. It did very well for them. So well, in fact, that in 1979, they upped the stakes. 30 minutes, or the whole thing's free. If there's one thing franchise owners didn't want, it was to give away free pizzas. So they leaned pretty heavily on their drivers to make sure they got to the customer in time, come hell or high water. And predictably, by 1989, some reports say collisions involving

Starting point is 00:06:47 Domino's drivers accounted for more than 20 fatalities. Lawsuits started stacking up. One franchise owner even hired a police officer to follow his drivers to make sure they didn't break any traffic laws. Customers, too, started trying to game the system, sometimes keeping all the house lights off and refusing to come to the door until after the 30 minutes was up. Eventually, in 1986, Domino's retreated and went back to the discount, this time $3 off. It didn't completely solve the problem. Drivers still felt pressured.

Starting point is 00:07:18 One caused an accident that injured a woman. A jury awarded her $78 million in damages. That year, Domino's decided to shut the whole promotion down. Until now. Domino's has put the timer back on delivery, but with a pandemic-inspired twist. Since curbside deliveries have become a thing in the last year, they're now letting people bet on whether they'll get their curbside pizza handed to them within two minutes. Yes, I said bet. They've actually partnered with the sports betting app DraftKings for this.

Starting point is 00:07:56 DraftKings users can now predict whether orders will actually show up in less than two minutes, more or less than 80% of the time. Those that get it right have a chance to win a share of $200,000. Apparently, this is the first time DraftKings has created a betting pool based on a company's performance. Also, there's a direct benefit if it's late. Customers can choose from enough points to get a basic medium pizza or 20% off their next order. Earlier this year, Domino's began testing making home deliveries

Starting point is 00:08:21 using driverless cars. But it is hot. It is hot here in British Columbia. I know you might be down in Texas or Florida thinking, oh, that's so adorable. The Canadians think summer is hot. Listen, one town in BC, where I am, broke a Canadian record for heat yesterday. 46.1 degrees Celsius. That's 115 degrees Fahrenheit. The previous record that it broke dated back to 1937. Also, that 46.1 degrees is only one degree off from the all-time heat record in Las Vegas.

Starting point is 00:09:00 So I am racing to end my day so that I can sit underneath the fan in our living room, and I will talk to you tomorrow. Now I feel the beat of the drum Like the direct sun Bubblegum, cherry plum Cocoa I was cold Now I feel the air on my feet

Starting point is 00:09:25 I'm off the direct beat Head heat, I'm coming here Down the...

Today in Digital Marketing - Hope You Weren't Counting On That Campaign Data...

There aren't comments yet for this episode. Click on any sentence in the transcript to leave a comment.