The official Stop Hate for Profit Facebook ad boycott campaign officially ended July 31 with some leading brands such as Ben & Jerry's ready to resume their platform spending, while others such as Coca-Cola plan to continue the boycott and others still considering their next moves, writes Garett Sloane. Facebook's Carolyn Everson assured marketers that Facebook was planning to implement "some of the strictest brand safety protocols in the industry and open the platform to independent checks that would verify the work," Sloane writes.
The word's out: partnerships are bigger than paid search The partnership channel quietly overtook paid search as the primary revenue driver at many organizations, contributing 30+% to overall company revenue. Learn how in this data-rich look at the upward trajectory of partnerships as a revenue engine. Get the report
The most-used hashtags on LinkedIn globally from May through July, excluding those specifically related to the pandemic, were #marketing, #leadership and #business, the platform reports. The most-shared article was about Black Lives Matter and the top three topics were technology, society and culture, and politics and law.
Bustle Digital Group's Mayur Patil offers five tips for finding marketing success on TikTok, including learning how the platform's algorithm works and creating content targeted toward the interests of particular audiences. Engage with users via live video and create content based on the most current viral trends and hashtags, he recommends.
The Milk Processor Education Program is resurrecting the "Got Milk?" campaign to leverage an increase in milk consumption during stay-at-home orders. The #GotMilkChallenge offers a more current take on the famous question by supplanting milk mustaches with user-generated videos on social media, including one featuring Olympic gold medal-winning swimmer Katie Ledecky balancing a glass of chocolate milk on her head while she swims.
Twitter has agreed to take steps to protect users' personal data and expects being charged a penalty of up to $250 million after receiving a complaint from the Federal Trade Commission charging the platform used personal information for targeted advertising, according to a recent Securities and Exchange Commission filing. The company said the breach "may have harmed the people and accounts affected by it" and as a result, "people may lose trust and confidence in us, decrease the use of our products and services or stop using our products and services in their entirety."
Recent GroupM research reveals that consumers are increasingly gravitating toward cross-platform shopping, preferring retailer websites and apps over other "touchpoints," and favor online shopping convenience over price. GroupM predicts e-commerce will grow by 22% this year, and also found that 72% of e-commerce executives prefer Facebook for digital marketing followed by Google (67%), Instagram (61%), Twitter (50%) and Amazon (49%).
We Are Social and Barilla spotted a marketing opportunity via a viral video that attracted millions of views during the pandemic, which showed two Italian girls playing tennis across rooftops. The girls are big Roger Federer fans so the brand surprised them with a visit from the tennis star, who replicated the viral rooftop game with them and chatted to them over a bowl of pasta, and their encounter has attracted more than 3 million YouTube views.
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