As we approach the first full week of July; Ford, Unilever and Diageo are just some of the names that have joined the Facebook advertising boycott. Alongside this, a month on since the ISBA’s exposure of transparency within the programmatic supply chain, the author of this divisive study has shared his thoughts and reflections.
Here’s our five to watch this week in digital marketing…
How to avoid costly Facebook advertising mistakes
Facebook can be a great way to reach a large audience; however, there are some common errors that can make a dent in your marketing budget without you even realising. Some of these mistakes include irrelevant landing pages; surprisingly, most marketers will run a promotion for a specific product, only to lead engaged users through to their home page. Another error tends to be adjusting ad campaigns before they have been optimised by Facebook and sticking with standard ad types which aren’t engaging to your audience. You can read the full list of errors here and how to avoid them.
Reflections on ISBA’s programmatic supply chain transparency study
Last month, the ISBA, in conjunction with AOP and PwC, published the programmatic supply chain transparency study which exposed issues within the digital advertising supply chain, particularly faults with data access and data quality, and some digital spend being unattributable. Sam Tomlinson, the author of this study, has shared his thoughts with Mediatel on how the industry has reacted to the report and his reflections going forward. You can read the full article and download the study here.
Car retail is making a post-lockdown comeback
The automotive industry took a big hit during the pandemic, and as we enter the recovery phase, it will be interesting to see how this industry can get back on its feet. In an opinion piece from Jean Belanger, co-founder, and chief executive of Cerebri AI, he shares his experience in digital marketing and data science, with steps on how this industry can make a marketing comeback, including getting to know customers digitally. “What is clear is that we need to turbocharge customer experience (CX) to get moving again.” Read his article here.
Marketers increase digital savviness with a rise in online spend
The COVID-19 crisis has affected most businesses in one way or another; the Digital Marketing Institute (DMI) has found that over two-thirds of businesses have seen a decrease in revenue since the start of the pandemic. In their whitepaper which was released at the start of July, the DMI has said that the global coronavirus pandemic has tested the readiness of all companies to adapt and change, particularly digitally. Despite the fall in revenue and significant cuts to company budgets, online budgets are increasing, with 49% of respondents now focusing their marketing spend on digital. You can read the full story here.
A third of the top 58 advertisers will boycott Facebook in July
A survey conducted by the World Federation of Advertisers has revealed that a third of the world’s largest brands will boycott Facebook advertising in the month of July and a further 40% are also considering doing so. Last week, more brands announced that they will be boycotting advertising on the platform, these include Ford, Adidas and Innocent Smoothies. This boycott is part of the ‘Stop Hate for Profit’ campaign, in response to Facebook’s lack of action and commitment against hate speech and misinformation. Read the full story here.
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