Thursday Thoughts On Advertising 7
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, insights or both.
This week we’ll look at: Paid Social Updates, Content Marketing, Online + Offline Synergy & Convenience Marketing.
PAID SOCIAL UPDATES
Facebook Is Cracking Down On Targeting Loopholes. See the article here
In addition to eliminating most third-party data targeting categories this month, mostly from Oracle and Acxiom, Facebook has just eliminated even more. Around 5,000 affinity targeting categories that were using first-party data that were tangential to demographic information that would be deemed discriminatory have been removed.
For instance, advertisers have never been allowed to advertise to exclusively “African-Americans”, “Muslims”, or “Disabled” using ethnic, cultural, religious, or medical status. In the past, there have been ways around this but Facebook is cracking down on that too. Basically, they want to eliminate ways to get around the discrimination restrictions.
PAID SOCIAL UPDATES
YouTube’s New Lead Generation Tactic. See the article here
In a continuing effort to increase the functionality of YouTube campaigns beyond a top-of-mind approach, YouTube is looking to take a page out of Facebook’s book. A useful feature of Facebook’s ad strategy has always been lead-generation forms. YouTube appears to be aiming to roll this out on their own platform in the upcoming future.
Bricks Vs Feathers: Defining You Content. See the article here
A successful content strategy required both types. Your ‘Bricks’ are your long-form pieces that require significant time and resources to complete. These will position you as a thought leader and once done correctly will assist greatly in obtaining leads. Your Feathers are you short-form pieces and that are produced consistently. These will gain you a subscriber base and position you as a provider of new. What are your Bricks & Feathers?
ONLINE + OFFLINE SYNERGY
Bridging The Online & Offline Worlds. See the article here
It is so important to get down to real business questions with your clients to understand their true business needs. For instance, offline and online have continuously been put into their own silos. In the past digital never had access to offline data. As this Brick-n-Mortar Retail Exec speaks about the offline and online world, I think it’s safe to say that we both agree that they can be so much more effective together when used together.