It’s been a turbulent year so far. We’ve experienced a global pandemic, which has seen a vast digital transformation. As well as the Black Lives Matter protests and movement, which have driven equality and diversity into the spotlight. Is there enough inclusion within the industry? We’ve rounded up our 5 to watch this week in digital marketing…
In light of recent events, equality and diversity within the industry are more important than ever. Talking Influence have shared an opinion piece on how you can address this subject within your company. Firstly, you should acknowledge the lack of diversity within the industry and hold yourself and your partners accountable. This will enable you to identify where you stand as a business and encourage you to make changes and become a positive influence on others. Read more on this story here.
The popularity of podcasts and digital audio has vastly increased over the last few years and even more so during the lockdown; at the end of March, Spotify had 286 million monthly active users. Could your brand benefit from using this platform for advertising? The Drum believes that audio could be a missed opportunity for brands, due to the power that it can have and how inexpensive they are to create. You can read the full article here.
Despite the economic downturn that COVID-19 inflicted, June has seen a resurgence in digital advertising in India. According to the latest TAM Adex Television & Digital Advertising Report, advertising in June has increased by 27% since April and May. Siddharth Devnani, Co-Founder & Partner at SoCheers said: “With a large number of SME’s shifting to online sales, and the lack of events or exhibitions, digital will provide the necessary advertising channels and prove to deliver impact in due course.” Read the full story here.
A lot of marketers focus their efforts on meeting the industry standard of metrics, asking questions such as what’s a good click-through rate? How do I compare? In an article on Forbes, Dr Augustine Fou believes that ‘advertising benchmarks’ are ineffective and that you shouldn’t compare yourself to them. Dr Fou thinks that comparing different industries is like comparing ‘apples to cherries’ and that all sites are different and aren’t applicable to all. Read his full piece here.
Pinterest is the third most popular social media network with over 322 monthly active users. Despite these figures, when it comes to digital marketing, Pinterest is commonly overlooked. When it comes to other advertising sites such as Google, they require crawling, whereas Pinterest gets to work within days. It can be a great way to reach audiences without giving it the hard sell. As a visual platform, it’s important to focus on trends and seasonality. You can also use Pinterest as a method of testing the titles of your content, to see which pin achieves the best results. You can read more about Pinterest here.