Apple Takes a Bite Out of Marketing DataTime to say bye-bye to your favorite marketing metrics? The latest Apple update (welcome, iOS 15) impacts how marketers can measure their audiences on social, search, and email marketing channels by cracking down on user tracking.
In a recent announcement from Facebook, the social media giant informed marketers that ads might appear to perform a lot worse than they really are due to the Apple update. Facebook estimated that ads were underreporting iOS web conversions by about 15%. Facebook shared a few different tips with marketers to regain some analytical clarity, including encouraging brands to adopt its Conversions API tool. This platform-specific system tracks Facebook ad performance. As Apple continues to roll out increased security measures (with Android and other operating systems inevitably soon to follow), sites like Facebook will need to offer new solutions to keep your ad metrics as accurate as possible — and to keep you on their platform.
Apple’s new privacy enhancements won’t just throw a wrench into Facebook marketing. Apple now allows its email users to block certain tracking features, throwing off standard marketing metrics like open rates. Some marketers are begging their subscribers to turn on tracking, but as a long-term strategy, that’s just not going to cut it. For now, email marketers will have to abandon open rates as their metric of choice. Instead, brands should focus on other stats that better reflect actual engagement, like responses or clicks.
TL;DR: Marketers will need to adjust their measurement methods and metrics after Apple cracked down on tracking features in its latest iOS update.
One Billion Reasons to Create Short-Form Video ContentIf TikTok-length videos aren’t a part of your digital marketing plans, now’s the time to add them.
This week, TikTok announced that it had reached 1 billion monthly users. If you think that sounds like a lot, you’re right. Working under stricter data privacy than ever before, as well as scrutiny from both the U.S. and Chinese governments, TikTok took on more challenges than most platforms — and absolutely nailed it. After becoming the most downloaded app globally throughout the pandemic, TikTok has brought short-form video content to the forefront. And trust us, it isn’t going anywhere. Other platforms have started to mirror TikTok’s success by accommodating short-form videos (Think: Instagram Reels, YouTube Shorts).
Businesses, even those that want nothing to do with TikTok, should consider short-form videos going forward in their marketing strategies. The “TikTok-length” video provides space for brief yet highly engaging content that appeals to various audiences — not just those on TikTok.
What Lit Us Up
Amex Wants You to Ditch Your DeskCharge your phone after that never-ending conference call. Pet a dog, or five. Hop on a Zoom interview. The possibilities are endless at one of American Express’ pop-up work stations, which are turning outdoor parks, benches, and billboards into your new cubicle.
American Express recently launched its “Built for Business” campaign, which targets smaller businesses and promotes its business credit cards. These innovative pop-up installations make up a substantial portion of the campaign. Found in New York City, Chicago, and Austin, Texas, these experiential stations bring accessibility to B2B marketing. Full of inventive resources like billboards that turn into desks and park benches that can charge your phone, these Amex work stations are sure to relieve some of the ongoing pressure small businesses face amidst the pandemic.
These pop-up stations, branded all over in American Express blue, create a tremendous opportunity for user-generated content. The experiential component is not only engaging to passers-by, but also provides a totally Instagram-able setting for people to share the campaign on their personal social media accounts.
The “Built for Business” campaign pushes marketing boundaries with its experiential component and is proof marketers should keep thinking outside the box — or the cubicle.
TL;DR: American Express has launched new pop-up work stations in outdoor urban spaces as part of its marketing campaign targeted toward small businesses. Marketers should consider how experiential marketing can open up avenues for more user-generated content.
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