Five articles that have us buzzing this week
Brands Demonstrate Performance Marketing In Super Bowl LV Ads
This expert argues that if done correctly, even a Super Bowl ad can be considered performance marketing. In digital marketing, we are accustomed to creating campaigns with measurable results and clear CTAs but this is not necessarily the case when creating awareness-type TV ads. Take a look at some of the commercials that did a good job with this and some others that did not.
TikTok Lays Out Plans for New eCommerce Integrations as it Eyes the Next Stage
As TikTok continues to expand, it now has to figure out ways to keep their influencers happy by adding new methods of making money with the app. Instagram and YouTube have been the leaders when it comes to giving influencers different ways to make money and influencers realize this and may choose to engage with other platforms. On the flip side, this means new and different ways for brands to engage with the ever-growing TikTok audience.
Tesla buys $1.5 billion in bitcoin, plans to accept it as payment
This move may be a huge shift in pushing cryptocurrency mainstream. Tesla joins companies like Paypal in testing out accepting cryptocurrency for payment which means other large companies are eyeing the shift as well. As more companies come onboard, this will have a major effect on ecommerce businesses and how we collect and process payment for goods and services.
Virginia Online Privacy Law Nears Passage
Companies doing business in Virginia or have a substantial customer base in Virginia should read up on The Virginia Consumer Data Protection Act to be ready for new regulations, set to be in effect in 2023. This law is similar to the California Consumer Privacy Act (CCPA) but will probably be much less stringent about data access and privacy. So, if your company took measures to be compliant with CCPA you should not have to worry. The major holdup currently is a discussion on display ad targeting and what data can be used to personalize ads.
WPP’s GroupM works with Unilever to measure ethical risks of data-driven campaigns
As we see a higher focus on data privacy, companies and agencies will need to think of ways to accurately tell if something is “ethical” or not. These decisions are not always black and white and with additional government regulation being rolled out (see above) tools like this one will be needed to see the risks of certain campaigns. Benefits could include eliminating the need to bring in legal each time and take out any subjective opinions from the decision making.