The 4% | Edition 008
The old is new again in digital advertising read below for all the reverse trends taking place in direct-to-consumer land with a balance of Ritson for a long term view on marketing.
Instagram Chrono Feed
Well after 5 years of everyone complaining about the Instagram feed being out of order, they finally have shifted it back to Chronological (or at least having the option of it).
Here's the update & TechCrunch breakdown will be interesting to see how this impacts advertising results. Assuming it will bring back all the social media experts telling brands to post 24 times per day.
Would suggest it encourages a higher rotation of ad creative too, 3 per campaign tier should still be right, but for brands who've been unable to get to this level, get moving on production (static ads are fine!)
Demo Targeting en Vogue
Depending on which report you read the Ask App Not To Track selection is up to 70%-80% of users in Australia.
This compounded by Facebook's removal of Detailed Targeting options back in January is resulting in the return of Demographic targeting.
It is amusing to see an industry of Data Nerds / Hustle Bros suddenly spin off the importance of Positioning and Personas as they battle their way through demographic targeting as king.
I predicted a while back the self proclaimed 'Digital Dinosaurs' would become the most important voices for digital marketing. They always were, but I hope now they feel the confidence to speak up!
For my performance marketing friends, I'll recommend again to read up on Binet & Field's work as starting point.
Direct to Consumer Brands go offline
Fascinating macro trend in the USA with an increasing number of the fabled direct-consumer-brands looking for opportunities offline with the resting Customer Acquisition Costs.
Now the cynic in me would temper this as potentially some great PR by retail associations to draw new players to replace the established players who didn't survive the last 2 years. But still worth a read.
Mark Ritson is one of the antidote voices for digital marketers to tune into. And think his read on the 'new normal' is a more believable trend that would underpin 'some' DTC brands looking at retail presences (like they always do at certain growth, but haven't been due to Covid years)
Tom Goodwin is another who shared his take on the eCom growth curve and future
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Premier Partners Directory
Finally a humblebrag mixed with advice. Google has launched the Premier Partners directory; the top 3% certified agencies in Australia.
Digital Advertising is such an unregulated, cowboy industry as a client I think this is hugely valuable to at least have 1 credential to evaluate from.
It's not perfect as the ability to be certified can come down to how good your Google search skills are (as in Googling the answers before the time runs out!)
With it overlaid with actual spend under management + growth of clients + adherence to best practice it does at least provide a certain level of comfort.
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