Marketing Midday - July 5, 2022
Welcome to Marketing Midday, an up-to-date report of the latest digital marketing headlines. These are
five top headlines:
1. Twitter is testing long-form content with a new Notes feature. The platform has also launched a Campaign Planner to better assist advertisers with ad performance forecasting.
2. Google launched two new features for retail businesses. The trusted store badge will be awarded to merchants with excellent shipping and return services, and merchants can now feature in-store products on their Google Business Profile.
3. NBC Universal and Google are competing to help Netflix deliver an ad-based plan. Both companies are looking for exclusive rights to deliver ads on the streaming platform.
4. Shopify unveiled over one hundred new updates and features. Among the most notable updates is the addition of a marketplace called “B2B,’ allowing merchants to sell to other businesses.
5. YouTube Shorts now boasts 1.5 billion users, making it the only short-form video platform competing with TikTok with 1.6 billion users.
1. Twitter is Testing Long-Form Content & Launched a New Campaign Planner
Twitter is testing long-form content with a new feature called Notes. First reported by Tech Crunch and then confirmed by Twitter, Notes will allow users to write long-form content in a blog style layout. The new feature allows users to format text, insert lists, and add gifs, videos, and images. Notes will ideally replace long Tweet threads and will be helpful for users who don’t write enough long-form content to create and maintain a blog.
In other Twitter news, the platform launched a new Campaign Planner, giving advertisers the ability to save draft campaigns and better forecast ad results. The Campaign Planner is currently available for all advertisers in the US, UK, and Japan, but Twitter plans to extend to more markets in the coming months.
2. Google Featured Two New Features for Retail Businesses
According to Moz, Google added the ability for retail businesses to feature in-store products on their Google Business Profile. This will allow nearby shoppers to see what a business is selling and will boost local rankings.
In other Google news, Search Engine Roundtable reported Google launched a new Trusted Store badge. The badge is only available to stores that provide excellent shipping and return services. Google said, “Based on our early testing, merchants displaying a Trusted Store badge are more likely to receive clicks.”
3. NBC Universal & Google Are Competing to Help Netflix Deliver an Ad-based Plan
In April, Netflix announced intentions to create an ad-based plan for users, due to subscriber loss and rising subscription prices. According to the Wall Street Journal, Netflix is talking with NBC Universal and Google to develop this ad-based plan. Both NBC Universal and Google have their own ad platforms which could speed up the process for Netflix.
An ad-supported Netflix plan could give companies a cheaper way to advertise than traditional television commercials while targeting individuals based on viewer preferences.
4. Shopify Unveiled 100+ New Updates and Features
Shopify is one of the largest e-commerce platforms in the world, and they recently unveiled over one hundred new updates and features. Search Engine Journal reported one of the most notable updates is the launch of what Shopify is calling “B2B” – a marketplace that allows merchants to sell wholesale to other businesses on the same platform they sell to consumers.
Other key updates include a Twitter sales channel, giving merchants the opportunity to highlight products directly on their Twitter profile, and Tap-to-pay on iPhone, which lets merchants sell offline with no extra hardware or investment. The Shopify update allows developers to, “Create their own backend code, which provides the flexibility of an open-source platform without having to handle their hosting and security.”
5. YouTube Shorts Compete With TikTok Videos
YouTube Shorts now boasts 1.5 billion users, making it the only short-form video platform truly competing with TikTok with 1.6 billion users. According to Marketing Dive, advertisers should consider the audience differences between TikTok and YouTube Shorts before investing in content or ads for either platform.
TikTok has a younger audience comprised mostly of Gen Z, while YouTube has a slightly older audience – mostly millennials. Because YouTube is owned by Google, it has a more established infrastructure for ad placements, but TikTok continues to grow faster than any other social media platform. Marketers need to consider both platforms in light of their target audiences.
Keep Up With the Latest Digital Marketing Headlines
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Meet the Author
Matt Scroggs
Senior SEO Strategist
Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!
Specialties: Marketing Savant, Idea Guy
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