Today in Digital Marketing - Prophetic Papers: Receipts That Can Predict Purchases

Episode Date: January 25, 2024

Meta moves its AI ad product to more campaign types — whether you want it or not. PayPal’s sales receipts can now predict your customer’s next purchase. The surprising web site that 20% of kids visit. And Instagram finally adds the one feature almost everyone has been asking for since forever..📰 Get our free daily newsletter📞 Need marketing advice? Leave us a voicemail and we’ll get an expert to help you free!📈 Advertising: Reach Thousands of Marketing Decision-Makers🌍 Follow us on social media or contact us.GO PREMIUM!Get these exclusive benefits when you upgrade:✅ Listen ad-free✅ Back catalog of 20+ marketing science interviews✅ Get the show earlier than the free version✅ Story links in show notes✅ “Skip to story” audio chapters✅ Member-exclusive Slack channel✅ Member-only monthly livestreams with Tod✅ Discounts on marketing tools✅...and a lot more!Check it out: todayindigital.com/premium·GET MORE FROM US🆘 Need help with your social media? Check us out: engageQ digital🤝 Our Slack community⭐ Review the podcast·UPGRADE YOUR SKILLS• Inside Google Ads with Jyll Saskin Gales• Google Ads for Beginners with Jyll Saskin Gales• Foxwell Slack Group and CoursesSome links in these show notes may provide affiliate revenue to us.·Today 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.Our Sponsors:* Check out Kinsta: https://kinsta.comPrivacy & Opt-Out: https://redcircle.com/privacy

It is Thursday, January 25th. Today, Meta moves its AI ad product to more campaign types, whether you want it or not. PayPal's sales receipts can now predict your customer's next purchase. The surprising website that 20% of kids visit. And Instagram finally adds the one feature almost everyone has been asking for since, well, forever. I'm Todd Maffin. That's Ahead, Today Digital Marketing. 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. Meta has expanded its Advantage Plus targeting to all campaign objectives. This came out of their latest version of their marketing API, version 19 now. Quoting the company, Quote, campaigns that are optimized for leads will have advantage detailed targeting automatically applied with the option to opt out,

while campaigns that are optimized for link clicks or landing page views will have advantage detailed targeting automatically applied with no option to opt out. Unquote. Social media today has great coverage of this up on their site today. Quote, Meta has been developing its advantage automated targeting system over the past two years as part of a broader focus to help marketers maximize ad performance despite the loss of user data insights. The main impact in this respect was Apple's iOS 14 update, which included new prompts asking users if they wanted to keep letting Meta's apps track their off-platform activity. Given Meta's not-so-great reputation on data privacy, many users have now used this feature to block Meta's tracking,

which, in 2022, saw the company report a $10 billion annual loss in ad revenue as a direct result of the change. But Meta's ad business has recovered, with its steadily improving targeting automation processes playing a key role in helping brands maximize their ad spend, unquote. The real question is, how much longer before everything is advantage with no opt-out, regardless of campaign type? Most media buyers say Meta's machine learning does often get better results than their micromanaging did. But how will they feel when the only section they can change in the ad campaign setup is budget?

Meta is also using machine learning to get better at detecting forgeries, counterfeits, and other IP violations. The company today announcing an update to its Brand Rights Protection Manager tool. This can detect fakes in product catalogs, and they've also added a new intellectual property reporting center that will provide a central location for IP violation reports. This is similar to their account health dashboard, if you're familiar with that. The way the protection manager tool works is you upload photos of your products, and Metasystem will then use those as a kind of digital fingerprint to compare against other products that people might be selling as knockoffs. One big limitation of the previous version is you were capped at 50 of these reference images. Now that's been upped to 200,

which will certainly provide more accurate detection. Meanwhile, this new intellectual property reporting center is described by the company like this, quote, the new IP reporting center improves the process of reporting through Meta's IP forms by saving relevant account information and keeping reporting history in one place. Reporters must log into their Facebook, Instagram, or business manager account in order to access the IP Reporting Center. Multiple users who are logged in under the same business manager account will be able to see reporting history for the entire business, unquote. And they've also added a new help section on their business site called Protecting Businesses that gathers a bunch of guides and help pages together. If that's a space you focus on, there is a link to that resource in

today's email newsletter, which is free to join. Just go to todayindigital.com slash newsletter or tap the link at the top of the show notes. Of all the things in social media apps that I hate, and I'm in my 50s now, so it's a long list, is read statuses and messages. I don't want someone knowing I opened their DM. Maybe I want to spend a day thinking about a reply. Maybe I don't ever want to reply. I don't want these people to know I saw it at all. And while I'm at it, you kids get off my lawn. Now, Instagram has taken the surprising but very welcome move of letting us turn those read receipts off on DMs. But there is a catch.

You can't make this the default for all your messages. Instead, you'll have to manually enable it with each message or group message thread. That is, for some people. Apparently, others do have access to a default toggle in the messages and story replies setting. So check there. And if you don't see a read receipts section there, then you'll need to do it with each message until that account wide setting rolls out to you. From a marketing point of view, most brands probably either use desktop or a third party

platform like Sprout Social or Sprinkler to handle incoming messages. There's no API support for read receipts. So people messaging your brand account won't be able to see when you've read their message if you're using those methods. But if you are using the actual Instagram mobile app to do replies, this makes for a nice option. A few interesting updates from PayPal to bring you up to speed on this week. First, the company is adding a new CashPass feature offering personalized cashback deals. Customers can find tailored offers in the PayPal app, shop at participating brands, earn rewards by checking out with PayPal.

Initial partners include Best Buy, eBay, Priceline, Ticketmaster, Uber, Walmart, and McDonald's. This feature is set to launch in March, and it lets customers combine these offers with other PayPal rewards. They're also adding something they call smart receipts, which are predictive upsells, essentially. The receipts will show what products the customer would probably want to buy next from the same merchant. Also, they're adding Fastlane, which they describe as one-click guest checkouts. This will let people save their information, even as guests, so they can check out faster. They do call it one-click checkout, though, as some people pointed out on social media today, PayPal's own help pages read, quote, what is one-click checkout?

It's an online purchasing process that allows shoppers to make a purchase with a couple clicks, unquote. Whatever. PayPal is also revamping Venmo business profiles to include subscribe buttons, profile rankings, and some promotional options. Finally, they're working on an advanced offers platform for merchants. This will analyze transaction data to create customized offers for customers

with an opt-out for data sharing. 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. Is YouTube losing the battle for younger eyeballs? A new study by a parental control software company and based on 400,000 families and schools worldwide has some interesting findings. First, a dramatic rise in TikTok's popularity among children aged four to 18. They spent an average of 112 minutes daily on the platform last year. This is a 60% increase in time spent on TikTok

compared to YouTube, despite YouTube remaining the top streaming app for this age group. TikTok was the most popular social media app among kids, followed closely by Facebook, and then X, formerly Twitter. And if you're wondering why Snapchat isn't there, it's because for some reason they grouped Snapchat into the messaging bucket rather than the social media bucket. There, Snapchat took the top spot, averaging 74 minutes of use daily. Streaming services saw a 27% overall increase in viewership by children,

although specific platforms like Netflix, Disney Plus, and Hulu experienced a decline in watch time. YouTube Kids reached a record high of 96 minutes daily. But the real surprise was the website which 20% of children globally visited, ChatGPT. Despite being relatively new in 2023, OpenAI's website was the 18th most visited site in that age group. And finally, New York City yesterday said it had added a new environmental toxin to its list of dangerous substances. No, it's not acid rain. It's not asbestos. It's social media.

Quoting Axios, quote, The city's Department of Health and Mental Hygiene issued an advisory identifying unrestricted access and use of social media as a public health hazard. The department urged parents and caregivers to delay giving children access to a smartphone or social media until at least the age 14. Let's make believe that we're back in school. It's you and me, baby, and we're playing it cool. Got back from the retina specialist today for my final checkup. Everything looks good. Please don't tear your retinas, people.

It's no fun, I promise. Don't forget about our email newsletter. It is free. It comes out every single day. It contains everything you hear in this podcast, plus more. You get links to learn more about the stories we cover. There are videos. There are charts.

There's illustrations. You can sign up by going to todayindigital.com slash newsletter or tap the link in the show notes. I'm Todd Mappin. See you tomorrow. Holding hands at your mama's house Down by the beach Laying by the sea Like when we were kids You and me