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.
- Katarina Kroslakova Publisher & Editor-in-Chief: an Insight into Launching 'T Australia: The New York Times Style Magazine’
- Rachel Appleby: Head of CLM at Vodafone on Adapting to Changing Customer Behaviour.
3 Things You Need to Know in Marketing This Week
Updates in Social Apps
- Twitter launched Super Follows, allowing users to subscribe to favourite creators via in-app purchases for exclusive content (...) and Safety Mode (to a small group on iOS for feedback and testing), a feature that allows users to protect themselves from harassment by temporarily blocking accounts.
- LinkedIn is shutting down Stories by the end of September (...) and instead, will pursue short-form videos.
- TikTok launched a new Creator Marketplace API that allows influencer marketing companies the ability to tap into first-party data from the social video app, including things like audience demographics, growth trends, best-performing videos and real-time campaign reporting.
- Instagram is starting to require users to share their birthday information with the company to 'personalise your experience'. Yet, the prompt can only be dismissed a few times before becoming a requirement for the user.
Apple, Google, Facebook and other big tech companies could be facing tough new regulations in Australia.
According to an exclusive article by John Davidson, AFR, “the reforms could include legislation banning on Apple and Google from self-preferencing their own apps, services and payments platforms ahead of competitors, and could even see services like app stores declared to be regulated services using rules similar to those now governing the telecommunication industry”.
Read the complete articles here:
- ‘Big tech faces tough new laws under ACCC plan’ - Australian Financial Review.
- ‘ACCC prepares second assault on Facebook, Google’- Australian Financial Review.
60% of advertisers believe they are unable to maximise the use of first-party data.
Every week, Marketing Week shares 5 interesting stats. In its latest edition, they share the results of a study by Claravine regarding advertisers’ usage of first-party data:
‘With third-party cookies and device-level IDs being phased out, first-party data is becoming advertisers’ first choice, with 86% saying it will be vital. But just 40% believe they are currently maximising their use of first-party data.’
The study also shows that ‘38% are not sure they have the right technology in place to categorise their data with metadata.’
Recommended News Article of the Week
'How to Design an AI Marketing Strategy' by Thomas H. Davenport, Abhijit Guha, and Dhruv Grewal, Harvard Business Review.
Recommended Guide of The Week
- Real-time cloud-based flat planning tool which allows teams to work collaboratively on a magazine’s design, planning and production.
- ‘I love Blinkplan (...) It’s especially good for new clients in our custom publishing division, as it allows them to feel in control of the project, and they can take ownership of their “baby” coming together’ - Katarina Kroslakova, T Australia.
Featured Resources of the Week
Podcast: The Mentor List hosted by David Lewis.
This series started in 2016, and it’s dedicated to providing an avenue for aspiring talent to learn from industry leaders and the world's top business minds.
-Rachel Appleby, Vodafone.
Blog: Stratechery by Ben Thompson.
Stratechery provides an analysis of the strategy and business side of technology and media and the impact of technology on society.
-Piet Van Den Boer, Frollo.
Book: Influence: The Psychology of Persuasion by Robert Cialdini
Dr Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.
-Tom Willis, Lawpath & Marketing Trends.