October marketing round-up: The news you need to know

Posted By Emma Dodd on 2nd November 2018

Marketing is a fast-moving industry and there’s always a new development to help you do your job in an efficient or innovative way. If you’ve taken your eye off the ball over the last month, then have no fear, as The Content Marketer has got a selection of the stories you should know about right here.

Traffic light labelling to apply to data transparency

Data transparency has been an issue for marketers for a long time now and it’s vitally important that their efforts to clean up their data footprints are visible. This is why four advertising trade bodies have grouped together to do something about it.

IAB Tech Lab, the ANA’s Data Marketing and Analytics (DMA) division, the Coalition for Innovative Media Measurement (CIMM) and the Advertising Research Foundation (ARF) have created a traffic light system to show those who are following best practice and others that are falling short.

A centralised database will hold all of the information summarised on the labels and will be available for comparison purposes. It should encourage marketers to be responsible in their use of data and reward those that are.

Iain Pemberton, senior technology editor at Axonn Media, said: “With the amount of data available to marketers growing all the time, improving transparency is vital. This system should give professionals some much-needed clarity and offer better information on the quality of data they use.”

Google to help tailor travel planning through Gmail accounts

Google has announced plans to put itself into the heart of travel planning with a selection of new tools. Users logged into their Gmail account while using the search engine to look for flights and other aspects of their trip will find that Google will provide them with all sorts of things from day plans to travel articles.

A new Your Trips feature will make it easier for travellers to pick up where they left off in their holiday planning. Suggestions based on destinations will be specifically tailored to the individual and Google Flights will help users to book air travel at the cheapest time, based on data it’s collected.

Emma Dodd, travel writer at Axonn, said: “Google already feels ubiquitous and measures like this will further its dominance. While it will feel very convenient for users, it may well make life harder for brands that have been offering these sorts of bespoke services themselves.”

Instagram is more popular with teens than Snapchat

Instagram is now more popular with the crucial teen market than Snapchat, according to a survey carried out by Piper Jaffray. The news may come as a surprise to many, as Snapchat has always appealed to this younger market and in August we reported that it is likely to overtake Facebook with this demographic by the end of the year.

The research showed that 85 per cent of teenagers log into Instagram at least once a month, although Snapchat is not far behind at 84 per cent. Respondents also said that they preferred to be contacted about new products on Instagram opposed to Snapchat.

John Simpson, content editor at Axonn Media, said: “Instagram essentially poached Snapchat’s USP with the introduction of Instagram Stories back in August 2016, but Snapchat has managed to adapt and diversify to remain a solid fixture in the social media arena.

“However, Instagram traffic is predicted to grow three times faster than overall social traffic and with Insta’s user base reaching one billion in June, it’s not hard to guess which will be the more dominant force two years from now.”

New Like-Wise tool targets influencer fraud

Fake followers is a big problem for brands looking to work with influencers, but up until now it hasn’t been easy to work out who has gained their engagement through organic means. A new tool looks to overcome this issue, as it collects data from engagement bot farms to sort the genuine influencers from those who have paid for their followers.

Like-Wise then benchmarks the influencer’s engagement over time with real human beings against the data. AI-enabled tech means it can draw a realistic picture of an account, picking up suspicious behaviour to help brands identify the people it’s worth working for to promote their products.

Joe Boyd, content editor at Axonn, said: “It can obviously be very attractive for companies to see numbers like followers, likes and comments shoot up. However, unless these metrics lead to genuine engagement – and eventually to purchases – then they mean very little.

“You need to think carefully about what you’re measuring, and what counts as a success for your business. Reaching one million Twitter followers might seem amazing, but unless your revenue increases along with it then it’s not actually very useful.

“Influencer marketing can be very useful if done well, but if Like-Wise’s statistics are correct, it might not be worth the risk. Growing your social following organically takes more time, but you will end up with a dedicated base of followers who are more likely to make purchases and advocate for your brand. That’s much more valuable than a legion of bots artificially inflating your numbers.”