This Week in Digital Marketing - May 27, 2022

B2B paid search marketing, creating great content, and Hootsuite news are some of the things we’re covering this week.

Antitrust Bill Could Force Google, Facebook and Amazon to Shutter Parts of Their Ad Businesses
A new antitrust bill in the Senate might force Google, Facebook, and Amazon to sell off parts of their ad operations.

Large ad businesses would be barred from operating on both sides of the ad transaction chain under the Competition and Transparency in Digital Advertising Act (S4285). It would prohibit them from performing more than one of the following functions: selling publisher ad space, selling ads, or linking buyers and sellers through ad exchanges.

A company that has the ability to achieve a monopoly on a market will always do so. It's in their blood. This is why government regulation is so important. Controlling all aspects of a market, including purchasing, selling, and the mechanism that connects them, suffocates innovation and competition.

How Privacy Changes Affect B2B Paid Search Marketing
Privacy is a hot topic these days. When Google stated in early 2020 that third-party cookies would be deprecated, privacy became a hot topic.

Third-party cookie loss has an impact on all advertisers, but it's more difficult for B2B marketers, who struggle to reach the correct audience even with third-party cookies enabled.

B2B search marketing and privacy: B2B search marketing is difficult in any case. When conducting a search, searchers do not identify themselves as B2B users. And, despite the fact that they are seeking for two separate things, they frequently employ the same keywords as a consumer.

4 Elements of Good Content, According to Google Research 

1. Relevant: People seek content that is related to their passions. They also want content from artists that are approachable and relatable.
   
2. Intellectual: People are looking for material that introduces them to new concepts. Brands are included in this.
   
3. Sensorial: It's all about the details in a good narrative. People believed "unique storyline or production" can be more interesting than "cinematic quality" when it comes to video.
   
4. Emotional: The majority of people desire a content experience — something that makes them feel something – or even a variety of emotions (though it failed to specify whether positive or negative emotions made a difference).
   

Hootsuite Joins TikTok’s Marketing Partner Program
Hootsuite, a social media management platform, has joined TikTok's Marketing Partner Program. Hootsuite has introduced an integration that allows brands to manage, execute, and optimize TikTok content at scale as a result of the agreement.

According to an internal Hootsuite study, 38.5 percent of Hootsuite customers have planted a flag on TikTok, with the rest (around 63 percent) planning to launch TikTok content this year.

Customers of the Hootsuite brand will be able to schedule and post TikTok content directly from the Hootsuite platform. Marketers will be able to manage TikTok campaigns alongside those on all other social media platforms in one spot.

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!