Facebook are yet again in the firing line; we’ve seen a lot of controversy surrounding their management of misinformation and hate speech with a big-name brand being one of the first to boycott advertising on the platform and many expected to follow.
Alongside this story, here’s our five to watch this week in digital marketing…
Focusing energy on a new marketing strategy
When the lockdown was announced at the end of March, a large majority of businesses put a stop to their marketing efforts. However, it’s recognised that those who continue to invest in marketing throughout, will come out stronger – particularly within the energy industry. The energyst have created and released a Guide to Energy Marketing in 2020 which aims to support businesses with their future strategies whilst managing budgets. You can read more and download the guide here.
How to use Facebook for competitor analysis
When using social media in your marketing strategy, a tactical way to start is by identifying your competitors. Back in March last year, Facebook launched the Ad Library tool to promote transparency, that allows anyone to search and view any ads currently running on Facebook and Instagram. This library enables businesses to filter ads by duration, media type, impressions and trends – which provides an opportunity to see what your competitors are doing and when. Read more here.
The North Face boycotts advertising on Facebook
Facebook have been in the spotlight for the last decade surrounding their lack of commitment or responsibility to reduce the amount of misinformation and hate speech on the platform. In response to this, outdoor apparel retailer The North Face, have become the first well-known brand to boycott advertising on Facebook. This follows a statement by NAACP and the Anti-Defamation League, known as #StopHateForProfit, who have encouraged advertisers to stop activity on Facebook in July. As one of the first brands to boycott, many believe that this will start a larger movement – what do you think? Read the full story here.
Why advertising matters during the pandemic
No one could have anticipated the effect that coronavirus would have had on the economy and the opportunities that it now presents. Campaign have shared an opinion piece from Keith Weed, Unilever’s CMCO on why advertising matters, now more than ever. As we move into the recovery phase of the pandemic, brands need to be capitalising on their advertising by ‘showing up’ regularly and continuing to stay active. Keith says: “Quite simply, without (sufficient) advertising, you become out of sight and out of mind.” Read the full story here.
How marketers are using real-time data to stay on top
It can be difficult to stay on top of emerging trends and consumer changes, which is why using real-time data can be an important arm of your marketing strategy. Speaking on The Drum, Head of UK Advertising at eBay, Harmony Murphy explains how they’ve seen search volumes for specific items during the pandemic rise (dumbbells, food essentials etc.) and by keeping their messaging relevant and targeted to these consumer changes, they have achieved increased efficiency. Read more here.
We use real-time data in our new tech platform, Bosco, which can help you to make better investment decisions when it comes to your marketing budget. You can try this app for free here, or to book a meeting with us to discuss Bosco or any of our digital services, send us an email to team@modo25.com
