The latest digital marketing updates to look out for
Bernie is obsessed with all things digital. It’s a world that’s constantly changing and evolving, making it an exciting one to be involved in. It also forms an important aspect of our everyday lives, effecting how people consume and share information, as well as how we engage with each other. With this in mind, it’s vital for businesses to keep in the loop with the latest digital marketing updates, as this ensures you’re reaching your audience in the most effective way.
From Facebook’s unexpected union with Nick Clegg, to Bing’s plans to start utilising LinkedIn’s data in their customers’ ad campaigns, here are the latest digital marketing and social media news to be aware of in October and beyond…
Advertisers can now target LinkedIn’s audiences through Bing Ads
Microsoft has announced that advertisers are now able to use LinkedIn’s audience data to target users with their search campaigns on the Bing Ads platform. This move comes just a few months after it was revealed that Microsoft were planning to roll out this functionality, and two years after they purchased LinkedIn in a deal worth just over $26 billion.
As Search Engine Land explains in their article, the company launched the Microsoft Audience Network earlier in the year, and this had access to some of LinkedIn’s targeting data. The network includes the native ad inventory across a range of Microsoft’s products, such as MSN.com, Microsoft Outlook, and the Microsoft Edge browser. This also includes syndication partner sites with Microsoft Audience Ads.
However, now this data will be available to all Bing advertisers, including ads in its SERP (search engine results page).
According to Microsoft, the LinkedIn data categories that advertisers can currently use are ‘company’, ‘job function’, and ‘industry’. Currently, these targeting options are only available to advertisers in the US, though we’d expect it to be rolled out more widely if it proves to be successful. Microsoft has also said that the functionality will also work across both text ads and shopping ads, and at this point, they will only be offering bid-only targeting.
Nick Clegg joins Facebook as its new head of global affairs
In a surprising move, Nick Clegg, the former UK Deputy Prime Minister has been hired by Facebook to take on the role of vice president of global affairs and communications. As CNN Business reports, Clegg will be taking over the post from Elliot Schrage, who will stay on at Facebook as an advisor.
The former leader of the Liberal Democrats, who lost his Sheffield Hallam seat due to the snap election in 2017, has been hired to “tackle some of the reputational challenges the company has faced in recent times over issues such as fake news and data protection”, CNN explains in their article on his new role at Facebook. Following the now famous Cambridge Analytical scandal, the EU Commission is currently discussing the possibly of regulating the social media giant.
With 51-year-old Clegg being a former MEP (Member of the European Parliament), it’s safe to say that he knows how to handle Brussels, potentially making this a very smart move for Facebook. We’re very interested to see what he brings to the platform!
Facebook Attribution is now available to all advertisers on the platform
After being in beta for over a year, Facebook Attribution (a new solution that will measure the impact of ad campaigns both on and off the platform) has been made available to all advertisers.
As Marketing Land explains, this is very exciting news for advertisers as it will give them more in-depth results on the success of their advertising efforts. The new free tool, which is powered by the Facebook Pixel, can report on ads across Facebook, Instagram and Messenger, as well as the Audience Network. Through machine learning tools, it accounts for incremental conversions made across the platform to shown how Facebook ad campaigns impact actions throughout the customer journey. In one example shared by Marketing Land, the tool shows the percentage of users that made a conversion on desktop after interacting with an ad on mobile.
Additional insights should equal better results for advertisers, although we feel that Facebook still has bigger issues to fix (such as making campaigns more worth doing in the first place). We’re keen to see where the platform’s ad offering goes from here in 2019.
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