This Week in Digital Marketing - June 30, 2022

​This week in digital marketing, we have virtual environment optimization, competition for the advertising license between Google, NBCUniversal, and Netflix, the launch of TikTok's attribution manager with adaptable Windows, and more.

Virtual Environment Optimization (VEO) Is Coming. Ready For It?
The future of marketing will be impacted by augmented reality (AR) and virtual reality (VR). There needs to be a name for optimizing for the future of virtual marketing, so I'm going to call it virtual environment optimization (VEO). With the metaverse, we are already beginning to see the foundational elements and optimization possibilities for this new technological universe.

The goal of virtual environment optimization (VEO) is to position the customers' goods and services within a different reality as effectively as possible. The fundamental goal of search engine optimization (SEO) is to get the clients' website to the top of the search results by using content, content best practices, and a variety of other tactics. Due to the multiple technological advancements, SEO had to adapt to a variety of new sectors, including voice search, map search, mobile search, and much more.

Google, NBCUniversal Duking It Out To Be Netflix Adtech Provider
Netflix will soon have advertisements, and Google and NBCUniversal are vying for the lucrative license to present them. Up until recently, Netflix was able to increase its revenue without running advertisements since it was the leading streaming provider. About 200,000 customers were lost this year as a result of an increase in subscription prices. The first defeat in over ten years. Netflix claims that their user base is still expanding in spite of this. Password sharing is one explanation. That would explain why there are more watchers but fewer subscribers.

The fourth price rise for Netflix since 2018 seems strange when viewed from the outside. When it was announced at the end of January, customers were already becoming increasingly concerned about inflation. Additionally, users were already grumbling about the deteriorating quality of new content while the disappearance of their old favorites. People are reducing their expenditure, and they might switch to one of the new high-quality, less expensive competitors.

These rivals don't have any ads or charge a low price for an ad-free edition. Therefore, a Netflix tier with ads may not be all that enticing. Though it would be hasty to doubt a business as successful as Netflix, this doesn't seem to be a well-thought-out strategy.

TikTok Introduces Attribution Manager With Flexible Windows
TikTok is creating a customizable Attribution Manager to give marketers greater freedom in their goals, strategies, and conversion journeys. On the TikTok Ads Manager, the new feature lets users set their own attribution windows.

Since the majority of ad platforms currently provide adaptable attribution windows, TikTok must adjust. The mechanics of them are probably familiar to advertisers, but if you use TikTok advertising, make sure the pixel is installed so you can measure your conversions and benefit from this new update.

Facebook Testing New Sidebar, Channels For Groups
Facebook is developing a new sidebar that makes it simpler and faster for users to find groups. Your groups' most recent posts and discussions are listed in the sidebar. Additionally, you can make your own groups and bookmark your favorites so that you can reach them more quickly.

Businesses with a sizable Facebook following can benefit from these new features and form groups centered around their good or service. There is no assurance that they will yield any discernible results, but one approach to maintain interest in their brand is to build a community around it.

FCC Tells Google, Apple To Remove TikTok
Brendan Carr, the head of the U.S. Federal Communications Commission, wants Apple and Google to remove TikTok from their app stores. According to Carr, the request is a result of the social networking app's "history of covert data practices."

Due to its rapid growth and sizable user base, brands have committed time and resources to developing a TikTok presence. However, if the government gets its way, TikTok as a discovery channel might disappear. Because of this, businesses, marketers, and advertising need to keep an eye on this and plan for potential changes.

Google Maps Adds New Store Location Feature, Locator Plus, Reserve With Google Integration, New Analytics And More
In order to assist businesses streamline some of their Google Maps connections, the Google Maps Platform has added a number of new features that allow for deeper connectivity with its Google Maps Platform APIs. One of these is the opportunity to embed Reserve with Google on your website. Others include a new embed a store location tool, Locator Plus, store locator statistics, and more.

Both large and small businesses can benefit from using these tools to manage their local presence, both on Google and on their own websites. Additionally, since searchers are accustomed to Google, they might recognize and be more willing to use these embed capabilities.

What Are Identical Keywords And Why They Matter For Google Ads
Despite the absence of keyword data in Google's newest campaign type, Performance Max (PMax), some fresh information might assist marketers better direct their efforts with the product.

We are aware that an exact match term does not exactly match a query. As of right now, we are aware that a "same keyword" is a "match-type less" term that must completely match the user query or be a misspelled version of the original. In all honesty, explaining this to clients or other departments can be very perplexing. But if you're conducting PMax campaigns, it's really important.

Some of this information will be useful to your company, while some will not. This is where we can help you. We can sort through these updates and determine which ones are most significant to you and your company. Contact us for a consultation!