Today in Digital Marketing - Zuckerberg's Villain Origin Story
Episode Date: March 30, 2022Media report that Facebook has been funding a smear campaign against one of its top competitors... Why is Amazon being asked to drop the letter Z from its logo? YouTube drops a brand awareness ad targ...eting tool... And one of the world's biggest retailers is on a journey to become a top advertising platform...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
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Today, Facebook has been funding a smear campaign against one of its top competitors. Why is Amazon being asked to drop the letter Z
from its logo? YouTube drops a brand awareness ad targeting tool, and one of the world's biggest
retailers is on a journey to become a top advertising platform. And on the premium podcast
with no ads, more stories, and deep dive weekend episodes, tap the link in the show notes for more,
consumer trust in reviews is declining, yet usage is increasing. What does this mean for your brand?
It's Wednesday, March 30th. I'm Steph Gunn filling in for Todd Maffin. Here is what you missed today
in digital marketing.
How far would you go to take down your brand's competition? Well, you gotta hand it to Zuckerberg,
who continues to find new and innovative ways to be the villain. Meta has been paying Targeted Victory, one of the biggest Republican consulting firms, to quietly run a nationwide campaign to turn the public against TikTok,
the Washington Post reports. The firm allegedly pushed stories and letters to the editor in major
local and regional newspapers across the country regarding TikTok's potential harm to teens.
The Post obtained emails showing that a director at the firm told staff that it needs to get the
message out that while meta is the current
punching bag, TikTok is the real threat, especially as a foreign-owned app that is
number one in sharing data that young teens are using. Targeted Victory's pieces, often linked
to negative news coverage about TikTok, were bylined by influential community figures and
politicians, including Democrats. None of the columns disclosed their connection to the Facebook-funded firm, according to the Post.
A Meta spokesperson defended the campaign by saying,
We believe all platforms, including TikTok,
should face a level of scrutiny consistent with their growing success.
Does your brand feature the letter Z? Brands are being urged not to use the letter in their
branding or logos by a Ukrainian marketing agency. Here's why. The letter Z has become a symbol of
support for Putin and the invasion of Ukraine. In response, the agency has launched a marketing
campaign and is asking big brands to remove the letter from their logos and replace it with the number three in Ukraine's colors until the war is over.
On the campaign site, you can see examples of retail giants,
including Amazon, Zara, and Jay-Z with the new graphic.
YouTube is phasing out a brand awareness targeting tool.
Google confirmed that it will be ending support for Maximize Lift bidding on the video platform.
Maximize Lift is a bid optimization that allows you to optimize your true view in stream campaigns for consideration lift.
The tool helps marketers target users who are not already aware of their brand
and uses survey research and machine learning to serve ads to people who
are likely to consider your brand or product. The company said it is shutting it down to focus on
other, more effective tools. If you use Maximize Lift Beringa, you'll need to look for another
solution, as ads that use the tool will only be supported until tomorrow, March 31st.
How valuable would the ability to collaborate with an influencer on a tweet be for your brand?
Twitter is testing a new feature that would enable more brand influencer partnerships on the platform. The company is experimenting with a new collaborative tweet option that adds a
collaboration icon in the composer, which would allow you to include up to two authors in your post.
Here's how it works.
First, users will create a tweet and send a request to invite other creators to collaborate.
Then, users must wait for the collaborator to agree to share ownership of the tweet,
and once the collaborator accepts the partnership proposal,
the tweet will be published,
which could provide a new way to promote commercial partnerships for your brand.
If you're Canadian and hate TikTok, then this might be the perfect career opportunity for you.
Meta is investing in Canadian talent to help build the metaverse. The company announced a
new engineering hub in Toronto with plans to
create up to 2,500 new jobs over the next several years, and it's already recruiting candidates.
The majority of the roles are engineering-related and will involve building extended reality
experiences and meta-technologies. The company also launched a new $500,000 grant program for
Canadian labs working on research that will advance innovations
needed to build the virtual world. And according to a new study, the metaverse isn't just expanding
into Canada's job market. The study found that metaverse job openings are skyrocketing
and have quadrupled since last fall.
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Your premium brand dollars are being targeted by one of the world's biggest
retailers. Walmart has announced its plans to grow Walmart Connect to become a top advertising
platform, including through a focus on premium ad experiences. First, it plans to improve ways
for suppliers and sellers to connect with customers throughout the shopper journey.
This includes new ad formats such as connected TV and video,
along with omni experiences including self-checkout screens, TV walls, in-store events,
and sampling. By the end of this year, it plans to move toward new premium advertising experiences
on Walmart.com, including testing new on-site ad units and video. And finally, the chain will also
be enhancing its targeting,
search, and measurement capabilities,
and will switch to a second price auction model
that is common in programmatic bidding.
I lost my first wordle this week,
and I'm still a little upset about it.
It's a bit of a sensitive subject.
It was the other day when the answer was found.
I think I guessed round,
sound, bound, you know, pretty much everything but found. And I saw that today's answer,
there's a glitch. So there's actually two correct answers today. I was kind of hoping that I could
play twice to make up for my failure, but not the case. Remember that you can get this podcast as a
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Thanks for listening and I'll talk to you tomorrow.