Today in Digital Marketing - Why Does Mark Zuckerberg Hate Shoes?

Episode Date: March 17, 2022

The best top-of-funnel audiences in Spring 2022… Meta picks its first brand safety measurement partner... NBCU offers advertisers a new tool to target viewers across its entire streaming audience... Snap adds another way for marketers to utilize AR... And Snap wants you to add its new AR certification to your resume. Go Premium! No ads, more stories, audio chapters, and extended weekend episodes — https://todayindigital.com/premiumGet each episode as a daily email newsletter (with images, videos, and links) — b.link/pod-newsletterADVERTISING 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- Twitch: https://twitch.tv/todmaffin  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

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, the best top of funnel audiences at zensurance.com. Be protected. Be Zen. marketers to use AR and wants you to add its new AR certification to your resume. And on the premium podcast with no ads, more stories and deep dive weekend episodes, tap the link in the show notes for more information. How one brand is using TikTok to market its B2B services. It's Thursday, March 17th. I'm Todd Maffin. Here's what you missed today in digital marketing. Today's episode sponsored by Vendasta.com. Build your agency with the tools you need and the hassles you don't. Visit Vendasta.com slash superhero to book a demo and learn more. Andrew Foxwell has a fantastic post up today on his blog detailing the thoughts of senior media buyers in his membership Slack community. Normally he keeps

this stuff to the community, but as he put it, the information was too good not to share with the world. So here is what he recommends for top of funnel audience building right now. Generally broad targeting is outperforming lookalike audiences. Top of funnel is struggling to perform consistently in both large and small spending accounts. Some Klaviyo lookalike audiences, though, are still performing well. Higher percentage lookalikes, so we're talking like 5%, 8%, 10%, they are outperforming any smaller percentages overall. He recommends trying to pivot to large interest audiences

or interest stacks. Keep in mind, Facebook, of course, is scaling back their interest audiences. Just by way of example, they've scaled the shoe interest stack from high heels, flip-flops, trainers, sneakers, and so on to just one big shoes category. Thanks for nothing, Zuckerberg.

Lookalikes aren't dead, but they're definitely seeing some comparable results and higher scalability out of interests and broad. And Andrew says, for brands with many product categories and different target audiences by product category, lookalikes are still doing well if you make custom audiences of customers for each product category and make lookalike audiences from those custom audiences. Finally, if prospecting, audience testing, and scaling isn't working well, pivot your energies into creatives and angles and landing pages and so on.

In the full blog post, he also covers off some specific targeting audiences pivot your energies into creatives and angles and landing pages and so on. In the full blog post, he also covers off some specific targeting audiences that are working well on the prospecting side. I am a member of his Slack community. It is worth its weight in gold. There are a couple of hundred other senior digital media buyers in there, swapping tips and so on. You can find it through our affiliate link, which is b.link slash founders. Some good news. Third-party brand suitability verification is finally coming to the Facebook

feed and Instagram, but not until 2023. Meta announced today it has selected the advertising measurement firm Zephyr as its first newsfeed brand safety measurement partner. The social media giant said that the two companies will collaborate on developing a solution to measure and verify the suitability of adjacent content to ads in the feed, beginning with small-scale testing in the third quarter and moving to limited availability in the fourth. According to the announcement,

the company aims to give its advertisers a better understanding of what type of content appears adjacent to their ads so they can make more informed decisions, achieve their marketing goals, etc. Once the integration with Zephyr reaches limited availability, Meta will work toward having brand suitability integration opportunities for other badged partners. extension tool that NBC is rolling out. Adweek reported today that the mass media company announced its tool is called Peacock Audience Extension, and it will let advertisers target its 182 million monthly viewers across all streaming properties. Until now, this really wasn't even possible. The company wants to simplify the fragmented connected TV landscape with the extension.

The tool will be featured at their developer conference on March 22nd. 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. If your brand has experimented with AR lenses on Snapchat, now your business location can have its own AR landmark. Snapchat announced that it is adding another way

for marketers to use its AR landmarks feature with a new custom landmarkers section in Lens Studio. The feature will let brands create a location-locked AR experience that they can anchor to local places like businesses or storefronts. Landmarkers will be discoverable through physical Snap codes at the actual location or on a lens creator's profile. The company added that its moderation team still approves all lenses before they are publicly accessible to make sure they comply with guidelines.

If none of that really made much sense to you, fear not, because now Snapchat has a new certification course added to its educational portal. The course is called Augmented Reality Strategies for Advertisers. It is a certification program, and it will try to help you figure out how to engage with audiences using AR. It's actually five courses. First, an introduction to AR for business. Second, augmented reality for every objective. They described that as finding out why AR is a powerful tool for customer engagement and so on. Amplify lenses with paid media is the third course in there.

Number four, how to measure and optimize AR campaigns. And number five, how to build lenses at scale. This course will teach you how to build an AR lens from scratch or from a template, or by working with an approved lens creator or partner to bring your campaign to life. And finally, are you still working from home? Well, you're not alone. A new study has found that ad and media agencies are settling into the adopted hybrid work model amid the still ongoing pandemic, 40% of agency professionals said their employers told them they would never

return to full-time in-person work, and fewer than one in 10 have physically returned to work full-time. The study comes from Digiday, which surveyed more than 220 marketing professionals. I used to have the domain posted on, I won't say the name, but one terrible, terrible domain provider. I moved them to Google Domains. And, you know, this is the problem. It's just not as easy as switching a switch. You've got to fix the CNAME records and the A records. And if you point the name servers over here, well, that takes the email with it. And it's just a nightmare, honestly.

So if various websites of mine are not working for the next few days, you know why. All right, that's it for me this week because, again, I'm picking Fridays off in the month of March, but our associate producer, the intrepid Steph Gunn, will be with you tomorrow

and then I will see you on Monday. Starting a marketing agency is a rewarding experience, but it can also be a challenging one. The fear of selling to prospects, the pressure of delivering top quality services to paying clients, and the scramble to invoice and collect so that the revenue keeps coming in, it's a lot for one person to handle. What was meant to be a fulfilling venture is suddenly eating away your freedom and your profits, and you're probably not being paid enough for it either. If this sounds like you, you need Vendasta. Vendasta is your all-in-one digital platform designed to make your life as an agency owner easier. Used by over 60,000 agencies, Vendasta gives you all the tools you need

to easily manage your leads and customer accounts from one login. Plus, you get access to over 250 curated products to resell to local businesses. Go from a struggling agency to a superhero agency today. Learn more by booking a demo at vendasta.com slash superhero today. That's vendasta.com slash superhero.