Issue 11
Every week, we curate the best recommendations, the greatest insights and top news into a 3-minute read designed to give Aussie marketers everything they need to succeed.
Featured Articles
- Anne McDonnell, Head of Marketing & Communications at HUB24 Limited, On Recently Growing Their Funds Under Administration by over 230%.
- Ben Hirons, Founder of Due North Co: an Insight into Marketing Engineering.
3 Things You Need to Know in Marketing This Week
Australian digital industry association DIGI, which includes Facebook, Google, Twitter, Microsoft and TikTok, will establish an independent board to oversee a voluntary code for misinformation and disinformation, launched in February, at the government’s request.
According to Monday’s article by SMH ‘[the code] requires tech companies to tell users what measures they have in place to stop the spread of misinformation on their services and provide annual ‘transparency’ reports detailing their efforts.’ [1]
On the topic, Business Insider Australia added that activists tend to be sceptical about the efficiency of this kind of self-regulation. [2]
Google is Providing Access to an AI-driven Tool that Helps Advertisers Identify What Led a Person to Buy.
Last week, Google announced it’s replacing last-click attribution default setting for advertisers measuring campaigns, with data-driven attribution.
In an article about the announcement, Ryan Barwick, writer at Marketing Brew, explains that the data-driven attribution setting ‘uses machine learning to give credit to all of the ads that led someone to make a purchase, not just the final one.’
Vidhya Srinivasan, VP/GM Buying, Analytics and Measurement at Google Ads said ‘Unlike other models, data-driven attribution gives you more accurate results by analyzing all of the relevant data about the marketing moments that led up to a conversion. Data-driven attribution in Google Ads takes multiple signals into account, including the ad format and the time between an ad interaction and the conversion.’
Here’s Google’s announcement 'The future of Attribution is data-driven' and Marketing Brew’s comments 'Google’s Saying Bye to Last-click Attribution'
Twitter is Launching a Broader Roll-Out of New Spaces Tab.
Twitter just announced they are improving Spaces discovery. As explained by Social Media Today, ‘the new Spaces tab will showcase live audio broadcasts, with the listings attuned to your interests, based on people and topics you follow in the app (Twitter also added topic tags for Spaces recently). That could get more people tuning in, with the capacity to check in at any time and see what Spaces are happening on the topics that you care about’.
But discovery still remains difficult, in great part because there are many Spaces broadcasts happening all the time for almost all users. So highlighting relevant topics for each user will be a key factor in Space’s success.
Recommended News Article of the Week
'Redefining ‘Purpose’: Are We In a New Era of Purpose-driven Marketing?' By Calum Jaspan, Mumbrella.
Recommended Guide of The Week
'100m Articles Analyzed: What You Need To Write The Best Headlines [2021]' by BuzzSumo.
Featured Tool
ISENTIA
‘Media monitoring tool, that helps communication teams make sense of the world’s conversations in real-time’
‘We use Isentia, which helps us stay on top of brand sentiment, both by monitoring our brand and our competitive brands. Real time monitoring allows us to respond to things fast.’ - Anne McDonnell, HUB24 Limited.
Featured Resources of the Week
Podcast: Women in Product Marketing hosted by Mary Sheehan, Product Marketing Leader at Adobe.
This weekly series explores the world of Product Marketing through the lens of the women who run it at some of the fastest growing technology companies in the world.
-Stephanie Perez-Israel, Field Marketing Manager at monday.com
Blog / Website: The Ad Contrarian.
Advertising icon Bob Hoffman shares his sceptical thoughts and insights into the marketing industry in his renowned blog.
-Daniel Lohrmann, ikaros.
Book: Shoe Dog: A Memoir by the Creator of Nike by Phil Knight.
Nike founder Phil Knight, shares the company’s story, from its founding as Blue Ribbon Sports and its early challenges to its evolution into one of the world's most recognised and profitable companies.
-Cameron Bryant, Sparro.
Is your team ready for 2022?
A LOT can happen in a year when it comes to digital marketing. By the end of this year third party cookies will be nearly extinct, while Facebook Ad reporting and email open rates may never be the same again.
Our customised workshops combine the latest research with the insights from 70+ industry experts to create an engaging, relevant and practical experience. You can check out our available modules and register your interest here: Marketing Trends Workshops.
