OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.
SUMMARY: As the battle between Facebook and Apple intensifies, The Wall Street Journal is out with a new report detailing Facebook’s anger at Apple. The report explains that one of the turning points in the battle was an interview Tim Cook did in 2018 amid Facebook’s Cambridge Analytics scandal. In private, the report says that Zuckerberg has been even harsher. “We need to inflict pain,” he has reportedly told his team at Facebook.
WHAT”S HAPPENING? Three-quarters of U.S. adults say they ‘tune out’ digital ads due to the increased amount of time they’ve been spending on computers, mobile devices, and TV sets, according to findings of a Harris Poll. This comes at a time when more brands are increasing digital ad budgets.
SUMMARY: A lot of top brands have decided to forgo TV advertising for the Super Bowl. While some say it’s because of the “mood” of the country, it’s really the reality that they can spend five million dollars via digital and get better results.
SUMMARY: Zuck says that Apple is emerging as a huge competitor while Tim Cook blames Facebook for sparking the violence in right-wing hate groups. The gloves are coming off.
WHAT THE?: “Together, we must send a universal, humanistic response to those who claim a right to users’ private information about what should not and will not be tolerated,” Tim Cook. War has been declared.
SUMMARY: Pivot marketing is your brand’s ability to change the direction of your marketing because of changes in the marketplace. It requires speed and the ability to separate real trends from hyped ones quickly.
SUMMARY: As more and more baby boomers move online, retailers and consumer goods brands are scrambling to meet them there with round-the-clock customer service, detailed nutrition information, and interactive videos aimed at simplifying e-commerce for the uninitiated.
