Weekly Digital Breakdown – 3.5.20
Weekly Digital Breakdown
Mar 05 2020
Google Shares Its Thoughts On New Podcast
Most marketers are familiar with Google’s extensive resources available at www.thinkwithgoogle.com with industry data and proven case studies. Today, the search giant extended its offerings with the release of its first Think With Google podcast covering diversity and inclusion in marketing.
Google plans to release a six-episode series focused on the future of marketing for broads providing insights on how best to interact with consumers and improve personalization of ad content. The podcast will be an extension of the Think With Google resources and will be ad-free to listeners. Additional series may be considered in the future.
Marketers have come to rely on the continued sharing of knowledge and resources by the brand which has helped maintain its dominance in offerings and expertise in the digital space.
https://www.adweek.com/?p=1129740?
Consumers Looking For Honesty, Not Perfection
As consumers are becoming more wary of brands and media, nearly half (48%) are relying more heavily on product reviews to make purchase decisions today than they were two years ago. But all is not what it seems. Many are finding that those reviews they consult for product information may be increasingly fake or coerced by companies by providing additional discounts for reviewers.
According to a recent study, American consumers say they waste on average, $125 per year on purchases due to inaccurate reviews. When considered from a larger perspective, that equates to as much as $25 billion in U.S. consumer spending.
Consumers are also becoming more distrusting of 5-star reviews, which businesses are most eager to highlight. The reason being is that many shoppers perceive those ratings to either be slightly or entirely not credible. Instead, they would prefer to see a large number of reviews with an average and more realistic rating.
The survey shows that shoppers are becoming more savvy in digital marketing tactics. With many consulting reviews before completing a purchase, they are looking for real feedback and reviews, both positive and negative. This transparency not only instills more brand confidence, but helps to maintain them as future customers.
Snapchat Extends Their Reach
Following the announcement last spring of the Snap Audience Network being developed, Snapchat has quietly begun testing a pilot program with a limited group of brands. The network would allow full-screen format Snap Ads to appear on third-party apps to extend audience reach.
The news was reported by Business Insider but many specifics are still unknown. However, they were able to confirm Snapchat’s sales team has been distributing a memo promoting the audience network to media buyers with details on utilizing the program through Snapchat’s Ads Manager dashboard.
While Snapchat remains optimistic about the Snap Audience Network’s potential, media buyers are concerned with a lack of transparency about ad placement. They hope to have more control on app targeting so they are reaching the right audiences and are on sites that align with their brand. Questions also remain on how stricter privacy regulations and rules on data sharing will impact the network’s reach.
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