Today in Digital Marketing - Will the Metaverse Give Us All a Fresh Start?
Episode Date: December 1, 2021More data is good data, says Facebook. Will the metaverse give us a clean start in consent? The state of vaccinations at agencies. TikTok adds a nice brand-tagging feature. And today's the day we ...spill the beans on the big change happening to this very podcast tomorrow.Go Premium! No ads, more stories, and expert livestreams — https://todayindigital.com/premiumADVERTISING as low as $20: https://todayindigital.com/adsShowcase your marketing tool for free! Apply at https://todayindigital.com/showcase JOIN OUR SLACK! https://todayindigital.com/slackFOLLOW US: https://todayindigital.com/socialmedia (TikTok, Twitter, Facebook, Reddit, Discord, and more) 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 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
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Today, more data is good data, says Facebook. at zensurance.com. the day. We spill the beans on the big change happening to this very podcast tomorrow.
It's Tuesday, November 30th, 2021. Happy Computer Security Day, India.
I'm Todd Maffin from EngageQ Digital, and here's what you missed today in Digital Marketing, Episode 516.
We begin today with a new report from Meta that examines the impact of broad demographic targeting versus interest-based targeting. The study was for the CPG, consumer packaged goods industry, but really it does apply
to all of us that are running ads. So to assess the performance between the two, demographic
targeting versus interest targeting, Meta examined 50 CPG campaigns. These were all brand lift
campaigns. And which targeting strategy was more effective?
Well, based on the analysis, kind of a mixed bag.
And while no single approach proved to be the best in all cases, generally, the broader, the better.
Quoting the study,
Aim for a broad qualified reach and avoid over-narrowing your target audience.
The analysis found that in approximately half of the campaigns,
the selected interest audiences were too narrow
and therefore significantly restricted reach
compared to the demographic audience.
In this case, demographic audiences delivered almost double the reach
over interest audiences for equal budget.
As a result, demographic strategy
was 1.6 times more likely to be the winning strategy and drove more cost-efficient brand outcomes compared to the interest strategy in these campaigns.
Unquote.
Now, this is something we hear from Facebook a lot.
The more data you give it, the better your results will be.
The idea being that it's machine learning is better than you can micromanage.
And, you know, while there is some truth to that, as the kids on Reddit might say, your mileage may vary. They also confirmed what most of us do as a best practice, different funnel
segments, different audiences. Quote, interest audiences may perform better at driving purchase
intent and consideration, while demographic audiences may be more likely to drive upper
brand metrics, such as brand awareness, familiarity, and message association.
An interesting piece in Marketing Dive today suggests that, God help us all, this metaverse
thing that Zuckerberg is obsessed with might actually prove to be the key to privacy-compliant
digital marketing. There are a lot of questions about how data privacy will work in the metaverse, especially because Meta, formerly Facebook, is trying to take control of the
evolving virtual world. And we all know how Facebook's history with privacy concerns has gone.
However, the piece says that brands can apply the lessons they've learned from previous digital
marketing efforts like consent or listening to users to the development of their metaverse
platforms because, most importantly,
the space could be a fresh start for brands to access consumer data built on safer tracking
methods. As Google plans to phase out cookies by 2023, this metaverse has become a big reason to
become privacy compliant. Users have to opt in to use the metaverse, similar to Apple's app
tracking transparency. So in exchange for the experience, brands can ask consumers to use their data.
Consumers want personalization, but not through invasive means.
Quoting the piece, as the metaverse is created,
the onus is on marketers to develop data strategies that are transparent,
but also simple enough for consumers to understand.
Some interesting data from a new Digiday study has found that vaccination requirements at agencies are actually uncommon. The company surveyed 72 agency professionals about how their employers
handle vaccines. Only 21% of agency respondents said all employees were required to vaccinate.
This doesn't look good, especially with the U.S. government's attempts to encourage vaccinations for all American workers.
So why is there such a low rate?
Everyone is working remotely.
About 50% of respondents said that they can either work from home permanently,
or they just haven't heard anything concrete from their employers about when they will be expected back in the office.
In addition, just because employee vaccination requirements are low
does not mean employee vaccination rates are low.
A total of 93% of agency respondents said they were vaccinated against COVID-19
compared to only 59% of the population in the U.S. overall.
TikTok is testing a new video tagging feature that might help you loop in other brands in your family or partners.
The feature lets you tag other profiles in your videos.
This feature is in addition to the existing mention option and
similar to Instagram's tagging feature. This lets you keep your captions free of mentions while
linking to other creators and prompting profiles to alert them to your clip. People you tag or
accounts you tag are visible to anyone who can watch your video and you can edit tagged accounts
after the video is posted and accounts that are tagged can remove themselves.
Marketers can use the update to boost engagement by tagging influencers,
creative partners, supporters, and more. TikTok is testing the new option for now.
No plans for a full rollout yet.
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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. The animated image database Jiffy has unveiled the most popular GIFs of 2021.
I'm going to pronounce it Jif, by the way, for this entire story.
Fight me.
The top 10 list reflects a year of being fed up.
Stanley from The Office takes number one spot.
The GIF is of Stanley, seated, arms crossed, with one of those
why do I put up with this shit expression on his face
and perfectly encapsulates how we all feel about returning to the office this year.
Jiffy says it's been viewed more than 636 million times.
Number two goes to the cartoon Tom and Jerry with the animated cat
puffing up a pillow then collapsing headfirst into it.
Another appropriate theme.
Coming in at number three is from the Great British Bake Off TV show
and shows a contestant in shock covering his face with his hands in a kind of prayer-like gesture. The top 10 GIFs have been
viewed more than 4.5 billion times. GIFs can be a great tool for brand communication and today's
premium newsletter has a list of the most popular that might give you some new ideas to think about
for your branding approach on social media.
Okay, we've been plugging this for a couple of weeks now.
The day is almost here.
It is time to reveal what is happening with this podcast tomorrow.
And I will be the first to admit this is a little awkward,
given how much I've shit on Facebook in the past,
but we have been acquired by Meta.
I'm kidding, we have not been acquired by Meta.
Last month, as you may know, we did a listener survey.
One of the things that came out of that was that there was an almost even 50-50 split
between people who wanted longer
episodes with more stories
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length. Obviously, we can't do both
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starting tomorrow, Wednesday,
December 1st, we are launching a
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Todayindigital.com slash premium discount. The discount code attached to that page evaporates
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Podcast feed you're listening to right now will not change. It will have about the same number
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consistent. One of the things that we learned in the survey was that you wanted this to come out
at a more consistent time. So really the only change is that the episodes on this feed will
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workflow stuff to do now. We have even more plans, by the way, for the new year. A new premium
community with resource videos, weekly live office hours with me, and a third and completely free
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The premium podcast launches tomorrow.
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