In this week’s digital news to watch, we discuss sustainability and how AI is being used to help brands ensure their environmental claims are accurate. In a legal battle, Dr Martens is suing Temu for allegedly infringing on their trademark. Marketers are acknowledging a need to improve their financial literacy. TikTok is testing AI-powered virtual influencers, while the ad tech industry is grappling with a lack of transparency. And, LinkedIn is entering the influencer marketing space with its new Thought Leader ads.
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Can AI end greenwashing?
Heightened demand for transparency is forcing brands to think smarter about their green claims. Major fashion chains have committed to new standards in their approach, with some now employing the specialist skills of artificial intelligence firms to help verify statements around things like responsible sourcing practices. Businesses are increasingly making sure they have a clear end-to-end process when communicating on sustainability.
Dr Martens sues Temu over Google search trademark infringement
The footwear retailer, Dr Martens, has filed a lawsuit against Temu, alleging that Temu has used Google ads to promote boots using keywords like ‘Dr Martens’ and ‘Airwair’. This currently doesn’t break any rules however,This has resulted in Temu’s products gaining visibility in search results over Dr Martens. The lawsuit was filed in the High Court and first reported by The Sunday Times. Temu has faced similar legal scrutiny in the US, although Google’s advertising policies allow the use of trademarks as keywords. Dr Martens had previously sued Shein in 2021 over alleged counterfeit sales. Temu’s owner, PDD Holdings, reported a significant revenue increase in March, driven by online marketing and sales festivals in China, including Singles Day.
Over two-thirds of marketers think there is ‘room for improvement’ on financial fluency
Almost seven in 10 (69%) marketers think there is “room for improvement” in the industry’s level of financial fluency, according to a poll carried out by Marketing Week on LinkedIn. The survey of 359 people finds that over two-thirds think more can be done to improve the financial savviness of the marketing industry as a whole and their teams. Furthermore, one in five (19%) say a lack of skills in the area is a “major issue”. Just 12% of marketers polled believe their industry or team is “definitely” financially fluent. Financial fluency is a vital skill for marketers when it comes to both making the case for investment in their brands and making the most of that investment.
TikTok testing virtual influencers for video ads
TikTok is reportedly developing AI-powered virtual influencers that will be able to compete against human creators for lucrative advertising contracts. The new AI avatars can allegedly read scripts for video ads created from prompts submitted by brands and TikTok Shop sellers. However, this feature is still in its testing phase so everything is subject to change, reports The Information.
Lack of transparency in adtech?
In recent weeks, it was found that ads from prominent brands like McDonald’s, Disney, and Microsoft inadvertently appeared on a made-for-advertising website run by Forbes between 2017 and 2021. Notably, major advertising holding companies also purchased ad space on this platform. MFA websites, though not new, have been allowed to exist in the digital ecosystem for years, diverting ad spending from legitimate publishers. The lack of transparency around ad spending and processes in programmatic advertising has been a longstanding issue. Industry experts emphasise the need for greater transparency and ethical practices, urging companies to foster a culture of openness and accountability.
However, challenges remain, including competing interests within advertising networks and the complexities of programmatic advertising operations. Measures like adopting fee-based agency remuneration models and using forensic adtech auditing tools can help address transparency issues and build trust in the adtech industry. Ultimately, collective efforts are needed to achieve meaningful change and enhance transparency in advertising practices.
LinkedIn takes on influencer marketing
Influencer marketing has flourished on platforms like TikTok and Instagram, where creators can earn substantial sums by endorsing brands. Now, LinkedIn is joining the trend with its Thought Leader ads, allowing advertisers to promote posts from users, including those with significant followings. This move comes as LinkedIn seeks to boost its revenue growth, which has stagnated in recent years despite a growing membership exceeding 1 billion.
The platform aims to leverage its strength in targeting business-oriented audiences, offering a unique opportunity for brands to reach specific professionals. Thought Leader ads, which were initially limited to amplifying posts from employees, are now open to anyone with permission from the post’s author. LinkedIn’s offering stands out for its focus on brand safety and its ability to target niche audiences effectively. While it may come at a higher cost compared to other platforms, advertisers are drawn to the potential for generating quality leads and engagement.
However, building a network of influencers on LinkedIn may take time, as the platform lacks an automatic process for connecting media buyers with agencies. Despite potential challenges, LinkedIn’s entry into influencer marketing presents an exciting opportunity for brands to engage with business-focused audiences and drive meaningful results.
For more information on any of these stories, or for support with your digital marketing strategy, get in touch with us. From SEO, paid search and influencer marketing, we have a team of experts who are on hand to help, send us an email team@modo25.com
