Today in Digital Marketing - The Anti-Troll Switch We All Deserve

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, flip this switch and the trolls are gone. at zensurance.com. Be protected. Be Zen. Happy I'm returning everything I ever bought from Samsung day. I'm Todd Maffin from EngageQ Digital, and here's what you missed today in Digital Marketing, episode 459. Podcast listeners are significantly younger than audiences of other media. This from a finding from a recent Westwood One report. It's a kind of meta-analysis, as the scientists would say, as it combines data from studies done by Edison, Cumulus, and Nielsen. Some of the findings. The median age of podcast listeners is 34, younger than AMFM's 48, and broadcast TV networks' 54. The report says podcast listeners

Starting point is 00:01:20 are upscale and educated, and more than half of those in the U.S. are white-collar workers. 55% have a household income of $75,000 or more, and 39% hold management positions. No wonder there's so much interest in the podcast space right now. Google today announced some new commerce tools for the upcoming holiday season. There are some new shipping and return annotations in Google search and shopping results. This available across free and paid listings. Here's how Google explains it. Quote, shoppers can now see when their orders will arrive with shipping annotations like free delivery by Friday, December 24th or get it by Decemberth, or free X day for products that ship for free in five business days or less. And to give shoppers more confidence in their purchases,

Starting point is 00:02:11 you can now indicate extended holiday return windows with return annotations like free 90-day returns or free returns until January 31st, unquote. Also, merchants can now connect a product feed to video action campaigns to drive customers to your store. And soon, most advertisers will be able to link a product feed to discovery ads. This will let you show more relevant products in moments where customers are exploring their interests in Google Feeds.

Starting point is 00:02:43 To TikTok now, where competition for ad space is heating up, which means, predictably, those early days of the dirt-cheap CPMs are coming to an end. A new Kantar study has found the number of consumers exposed to ads on TikTok nearly doubled from 19% last year to 37% this year. It also ranked top in terms of consumers saying their ads were fun and entertaining compared to other places. Its brand trust score did double, but marketing dive notes that still lags behind the more established competitors like YouTube, Google, and yes, even Facebook, which are seen as more trustworthy but less innovative. Quoting their piece,

Starting point is 00:03:24 Kantar found that many formats that previously proved less popular with consumers are starting to better ingratiate themselves, including online and mobile gaming ads and ads on music streaming services. Those gains were attributed to greater exposure due to the pandemic, which has spurred a radical shift to digital media. Still with TikTok for a moment, they say they plan to open the doors a little wider to more influencer deals by making their creator marketplace API available to outside developers for the first time. This should let third-party platforms add a creator or brand matchmaking service to their offerings. I suppose that's really creator and brand matchmaking service. TikTok first launched its creator marketplace back in 2019.

Starting point is 00:04:14 Quoting socialmediatoday.com, The platform is a key element in TikTok's broader monetization push, which is critical to its ongoing growth strategy because right now, TikTok creators can earn a lot more money on YouTube and Facebook's platforms instead via the established ad revenue programs in each respective app. Short-form content doesn't provide the same opportunities without mid and pre-roll promotions directly linked to each clip. So for TikTok, it needs brand partnerships and e-commerce integrations to provide comparable compensation. And if it can't get this element right, you can bet that eventually its top stars will indeed migrate elsewhere, taking their large audiences along with them, unquote. The new API will launch early next month.

Starting point is 00:05:06 LinkedIn's learning platform is now letting official instructors host live events on the platform. They're calling it office hours. The idea is that you'll get a chance to ask questions with the instructors, provide input into the curriculum, and so on. It still has a number of courses outside the paywall, such as strategic thinking,

Starting point is 00:05:21 confronting bias, learning personal branding, and online marketing foundations. Those are free until mid-October. The company says about 4.6 million people have taken one of their 20 most popular LinkedIn learning courses this year. 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,

Starting point is 00:05:51 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. We saw Instagram implement a we're being attacked by trolls mode. Now Twitter is offering something similar. The company said today it's testing a new feature called safety mode. If your brand account is being trolled or attacked, you'd flip this mode on and any incoming tweets that use harmful language like insults or send, uninvited replies and mentions will be automatically blocked. Hey Twitter, can I just enable this all the time? This mode stays on for a minimum of seven days and there'll be a list of accounts that it auto-blocked in case you want to reverse those. Also, so you know, accounts that your brand account follows will actually be exempted from any auto-blocks.

Starting point is 00:06:42 It's in testing with a handful of accounts. They did not say when it would launch. If you use Telegram as part of your marketing program, you may want to consider doing some shopping live streams now. The latest version of Telegram Messenger now permits an unlimited number of viewers on live streams. The company was so excited about this, the headline they used for the blog post announcing this was, the power to run your own TV station is here,

Starting point is 00:07:10 right in your pocket. Not the metaphor I would have used in today's day and age, but whatever. Previously, the audience limit was 1,000 viewers for groups and channels. The update also includes more customization options when forwarding messages, plus a quick shortcut to switch between channels.

Starting point is 00:07:30 Still with live stream e-commerce, Instagram is launching a new live stream shopping event called 10 Days of Live Shopping. It'll feature celebrities like Selena Gomez showing off products for sale, some of which will be exclusive to the event. Quoting socialmediatoday.com, Users will be able to tune into these events by visiting the new live destination in the shop tab, a dedicated space within Instagram's shopping experience for commerce-specific streams. The combination of exclusive products and the opportunity to engage with celebrities in real time will no doubt draw in big audiences, which will provide the perfect opportunity for Instagram to showcase its evolving e-commerce options ahead of the holiday push. Commerce has been a key focus for the app over the past two years,

Starting point is 00:08:16 starting with the arrival of Instagram Shops, which Facebook fast-tracked in order to latch onto the pandemic-induced e-commerce shift. The bigger picture view is that eventually every Instagram image and video will become shoppable with creators and or Facebook systems tagging related items in each frame, which will then lead to new habitual usage behaviors that will see more and more people shopping on Instagram more regularly, providing new monetization options for the app, unquote. All right, so Samsung.

Starting point is 00:08:49 Yeah, so I bought, remember that big ultra-wide monitor I was so excited about yesterday? So it arrived. It's terrible. This is the third Samsung experience I've had where I've literally had to return the product. And this was not a cheap monitor.

Starting point is 00:09:03 This is a $1,200 monitor. I plugged in the HDMI that worked, then the display port for the actual Mac computer, and even though I was getting a signal on both, it kept flashing like, there's no signal, there's no signal. So I called tech support, and honest to God, Samsung, the tech support guy, I know, this is kind of you kids got off my lawn, just humor me for 10 more seconds. The guy at support did not know the difference between HDMI and DisplayPort.

Starting point is 00:09:33 And when I kept saying, no, listen, it's just flashing over and over again that there's no connection. But there is. I'm seeing the image. And he's like, yes, well, the reason for that alert is to tell you that there's no connection. I know what it's for. So, back it goes. And I am never buying anything from Samsung again. Honestly.

Starting point is 00:09:59 Talk to you tomorrow. I should have seen it coming. Gave you all my trust. Talk to you tomorrow. Yeah, I'm giving you too much of me And you're taking it too willingly

Today in Digital Marketing - The Anti-Troll Switch We All Deserve

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