Download on Digital: Marketing news for November 2019

What’s the latest marketing news leading into November? Facebook ads got way smarter, YouTube took a page from television with a new option for ad scheduling, and LinkedIn launched Events. Oh, and in case you forgot about GDPR, it made headlines, too.

Facebook ads got smarter with responsive text
To keep pace with Google Ads, Facebook added Multiple Text Optimization to its ads platform. This allows marketers to compose multiple ad headlines and descriptions for a single ad. From there, Facebook’s algorithm mixes and matches the copy based on what’s most effective. Imagine you’ve just opened an ice cream parlor that specializes in wild flavors but you have no data on which flavors will drum up the most interest. With Facebook’s responsive messaging, you could write ads for your entire spectrum and let Facebook figure out which combination of headlines and descriptions work best. Pizza ice cream could be the next big thing, but you don’t want to bank on that alone. Now you can give Facebook options and trust their computing to make the right call.

Youtube began testing ad placement reservations
With YouTube’s Instant Reserve tool, marketers will soon be able to reserve ad space up to 120 days in advance. While this is a cool new idea for YouTube, the model takes pages from the traditional ways companies advertise on television. For those using YouTube ads, this will allow you to better prepare and align your campaigns with holidays and major events like the Olympics or presidential election.

LinkedIn launched “Events”
While LinkedIn has always been a place for online networking, they’ve recently turned their attention to in-person networking with their launch of Events. The new feature runs similarily to Facebook Events, with users having the ability to build and manage event pages, send invites, and communicate with attendees all on LinkedIn. Events will give brands a new space and opportunity to interact with customers while giving customers a space to interact with each other.

GDPR compliant companies were found to be better
A study released by Capgemini showed that companies who’ve complied with the EU’s GDPR outperformed non-compliant companies in ways of consumer opinion and internal metrics. For example, compliant companies were found to be 18% more trustworthy while also reporting 18% higher employee morale. In a retail context, GDPR compliant brands saw higher levels of participation in loyalty programs and an increased number of online transactions.

While we can’t say for sure why compliant brands scored higher across the board, I have a hunch. Could it be that complying organizations just have their shit together? If a company hasn’t addressed GDPR after all this time, is it really that crazy to assume they’ve left other issues unaddressed, too? A GDPR compliant organization has at least demonstrated its ability to react to changes in the market. The same can’t be said for the other guys.

Click here for Martech Today’s summary of the Capgemini report stats.

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