Today in Digital Marketing - Save a Little Prayer (and Media Spend) for... Tumblr?!

Starting point is 00:00:00 It's the season for new styles, and you love to shop for jackets and boots. So when you do, always make sure you get cash back from Rakuten. And it's not just clothing and shoes. You can get cash back from over 750 stores on electronics, holiday travel, home decor, and more. It's super easy. And before you buy anything, always go to Rakuten first. Join free at Rakuten.ca. Start shopping and get your cash back sent to you by check or PayPal.

Starting point is 00:00:28 Get the Rakuten app or join at Rakuten.ca. R-A-K-U-T-E-N dot C-A. 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. Today, Pinterest's new augmented reality comes with a big promise for conversion uplift.

Starting point is 00:01:06 Facebook loses the number one position for app marketing effectiveness. We will tell you who the new number one is. A new way to track audio consumers. Tumblr wants you to remember it exists. Wix integrates a new SEO tool. And on the premium podcast with more stories, no ads, and exclusive deep dive weekend episodes, tap the link in the show notes. Brand loyalty is nearly dead, but we have new data showing how to claw some of it back. It's Monday, January 31st, 2022.

Starting point is 00:01:36 Happy Chinese New Year's Eve. I'm Todd Maffin from EngageQ Digital. And here's what you missed today in Digital Marketing, episode 551. An announcement from Pinterest today. Their new augmented reality try-on feature is expanding beyond people's faces and into their places. The platform has announced a new way for consumers to shop with try-on for home decor. Users will be able to virtually place items from retailers like Crate & Barrel, Walmart, and Wayfair in their homes using the Pinterest camera to see how items will look in their home before purchasing them. Product and pricing information, of course, will be available on the pin.

Starting point is 00:02:17 The new feature is powered by Pinterest's Lens visual search tool. It will roll out to more than 80,000 shoppable pins at first, compared with 14,000 shoppable pins with the try on beauty experience. Many retailers already offer this kind of technology through their websites. So integrating it into social platforms makes sense. Plus, research from the company indicates that AR technology can actually increase conversions. Home decor is the top category on its platform, where nine out of 10 visitors seek inspiration before buying in the home category. And Pinterest says users are five times more likely to purchase from try-on-enabled pins than standard pins.

Starting point is 00:02:55 Shoppers are continuing to use Pinterest's visual search to find products. Lens camera searches increased by 126% year-over-year. The use of try-on for beauty by Gen Z increased by 28% and by 33% for millennials. The tool is available now on the iOS and Android apps, but only in the US. The company says it'll be available globally in the future. As the cookie crumbles, SXM Media is making a big move in ad tech. The company has announced AudioID, a first-to-market listener identity solution that aims to provide marketers with new ways to reach, target, and connect with consumers, as well as a new way to buy advertising from brands. Here's how it'll work. Through the targeting tool, a variety of data will be stitched together to create an audio identity of listeners within the SXM media

Starting point is 00:03:50 universe. These anonymized IDs will be merged with all the first-party data that the company's gathered over the years from millions of Pandora, SiriusXM, and Stitcher users. The listener identity tracking platform will create these anonymized personas using information like user profiles, device IDs, IP addresses, other signals. With this technology, advertisers can access deeper audio insights in a privacy-first and listener-centric way, says the company, regardless of how they consume audio, on mobile, through their browser, through a smart speaker, or in the car.

Starting point is 00:04:33 Who is the biggest beneficiary of Apple's new ad tracking restrictions? Why, Apple's own ad network, of course. Yes, it turns out the company's own advertising bets appear to be benefiting from its IDFA framework while negatively impacting rivals. And who would have seen that coming, am I right? A new report indicates that Apple search ads now outperform Facebook as the best ad network for mobile marketers on iPhones and iPads last fall. Of course, really no surprise, it's the number one player in iOS now that Apple search ads have got full access to all the data. While advertising is a relatively small part of Apple's business today, the company

Starting point is 00:05:10 has steadily built out its infrastructure in this area at a time when its policies are clearly affecting other digital platforms' ad performance. The tech giant has also indicated potential plans to expand its advertising with the addition of an ad slot to the suggested section of the App Store search page. And really, if it can better integrate products like the Safari browser with advertising, Apple has the potential to be the next big ad platform. Research has been reported by AppsFlyer. Tumblr, the forgotten child of social media. However, the platform is looking to make a comeback and is hoping to scoop up a little bit of your ad budget. Adweek reports that two years into the company's new ownership, it is looking to build the platform's direct ad sales business.

Starting point is 00:06:02 Would you advertise on Tumblr? It could be a way to target a new audience. The company says that 74% of active Tumblr users are not on Snapchat and 50% of them are not on TikTok. And here's a bit of a surprise. Gen Z accounts for 48% of active users and 61% of new users. And I know what you're thinking. Okay, that's all very nice. But how many users does the platform have? Well, according to eMarketer, monthly users have been declining since 2019.

Starting point is 00:06:40 In 2021, the platform had 18.3 million monthly users. That's expected to drop to 17.5 million by next year. As a comparison, Reddit's monthly users are expected to be 2.5 times more than Tumblr's in 2022. As a result, it's no wonder social ad budgets are being spent on other platforms. The report suggests, though, that the platform's pitch for help could be working. While the company declined to give specific sales figures, direct ad sales on Tumblr apparently jumped 230% in the fourth quarter of 2021 compared to the fourth quarter of 2020. While the platform certainly has a long way to go, it could be one to watch. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit?

Starting point is 00:07:30 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 has announced the launch of its new API for Search Console, the URL Inspection API. This API gives you programmatic access to URL-level data for properties you manage in Search Console,

Starting point is 00:07:59 which can provide a new tool for developers to debug and optimize their pages. It also provides SEOs with an automated way to check what Google is seeing on your page, as opposed to checking everything manually in Search Console. There do seem to be some limitations. There is an API quota that limits you to 2,000 queries per day and 600 queries per minute. As this is an API and not a forward-facing tool, you will need a developer to integrate it into your agency's or brand's own systems. The web platform Wix and DeepCrawl have announced a partnership and the immediate launch of custom-designed SEO tools. With an app built exclusively for Wix, business and personal users can take advantage of Deep Crawl's SEO technology for what they say is better website performance. Here's a look at what you can expect

Starting point is 00:08:49 from the app. Weekly crawls of your website so you always know when changes might impact your organic search results. An analysis of your performance and where you might need improvement. And links to help you pinpoint where your problem areas are. The app also offers insights that until now have only been available to global enterprise clients like Adobe, Microsoft, PayPal, eBay, and others. And finally, attention Google advertisers. Just a friendly reminder that Google Ads will be removing some query data from your search terms report beginning tomorrow. Google will erase all search terms collected before September 1st, 2020 that do not comply with its current privacy policies. That happens on February 1st, tomorrow. The company warned us of this change back in September.

Starting point is 00:09:38 Do not forget to download the history. Howard Hessman, the actor best known for his portrayal of Dr. Johnny Fever on WKRP in Cincinnati, died over the weekend. While his character was fictional, the radio station wasn't real, and the news director's invisible walls were on a sound studio, thousands of radio nerd kids like me aspired to be Johnny Fever, or Les Nesman, winner of the Buckeye Newshawk Award. Nesman had other roles, of course. He appeared on That 70s Show, Touched by an Angel, The Practice, and Crossing Jordan, but it was his role as Dr. Johnny Fever that captured the hearts of many people, including mine.

Starting point is 00:10:19 Thanks for the laughs and inspiration, Howard. Baby, if you've ever wondered the laughs and inspiration, Howard. Kind of tired of packing and unpacking Down the town, up and down the dial Maybe you and me were never meant to be Just maybe think of me once in a while I'm a WKRP in Cincinnati

Today in Digital Marketing - Save a Little Prayer (and Media Spend) for... Tumblr?!

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