Good morning, Marketers, and are we back to normal yet?

Early to say, but last week was certainly out of the ordinary. For one thing, Facebook moved with uncharacteristic alacrity to shut down a new Group which was expanding at the rate of 100 new members every ten seconds. The name of the group? “Stop the Steal.”

So I think we know what that was all about; the unusual thing is that Facebook sprang into action rather than talking about giving people a voice, and how the more points of view are heard, the more chance we all have to come together. Executives correctly identified the Group as inciting, at best, disruption, and at worst violence.

A glimmer of hope, perhaps, for the countless brands that depend on Facebook for marketing and advertising purposes, that it will take its responsibilities as a publisher a little more seriously? 

Kim Davis
Editorial Director, MarTech Today

Consumer research

Presidential pollsters got it wrong: what are the implications for consumer research?

There is, at least, a widespread belief that the polls consistently over-stated Biden’s lead over Trump, although some will point out they didn’t get the result wrong, as many did in 2016. (At time of writing, Biden is described as on the verge of winning).

But assuming the polls were systematically adrift, what does that say about consumer research? The methods used to conduct online political polling are basically the same as those typically used for consumer market research: panels and samples that are “census weighted” to reflect age, gender, education, marital status and other demographic variables.

Surveys are used by brands and marketers for different purposes. Some use them for market validation and to make product and pricing decisions. Much more often they’re used for PR and content marketing. In the latter case, methodological rigor is somewhat less important. Whether 60% or 70% of consumers intend to spend more money online this holiday season is of limited consequence — consumers will be spending more. But when product and go-to-market decisions are based on assumptions from flawed data, that can be a problem.

Read more here »


COVID helped drive record ad revenue for big tech in Q3

“It’s an ill wind that blows no good,” they say, and certain video conferencing platforms are not the only businesses to have seen an uplift during the time of the pandemic. Facebook, Google and Amazon all reported significant revenue growth, with Amazon — the go-to e-commerce site for millions of U.S. consumers — being the main beneficiary.

They weren’t the only ones with something to celebrate. Shopify posted 96% YoY revenue growth, blowing past investor expectations. Nevertheless, we’re now in a largely feast or famine environment, amplified by COVID, where money is flowing almost exclusively to the big platforms.

The IAB reported in 2019 that the top 10 internet companies controlled about 77% of digital revenue, up from 76% in 2018. That one-point gain may not sound like much, but in real dollars it represents $14 billion in revenue unevenly distributed across 10 companies. In 2020 it’s going to be even greater.

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The divide between SEO and UX is shrinking, making success in search more challenging. Evolving your SEO strategy to focus on site experience is critical.

Join Merkle’s Director of SEO, Melody Petulla, and SEO Content Lead Kacie Gaudiose on Thursday, November 12 as they discuss how to shift your content strategy to a data-driven, user-centric and search-optimized approach.

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Logiq completes acquisition of Fixel AI

E-commerce and fintech platform Logiq has completed its acquisition of Fixel AI, an AI-powered engagement-based audience segmentation platform. Logiq acquired Fixel AI, with its campaign optimization capabilities, as a complement to its own AI-powered consumer intent engine.

Working only with first-party data, Fixel supports CCPA and GDPR compliance. Its real-time, AI-based scoring system helps marketers identify consumers with real purchase intent, at scale, thus saving effort and expenditure directed at low quality traffic.

Why we care. The promise held out by this acquisition is speed and agility in identifying and executing on engagement signals, tuned to a third-party cookieless and privacy-compliant world.


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Quote of the Day

“A brand’s ability to be nimble and adapt its messaging with a tone that demonstrates empathy is a key ingredient for emotionally intelligent communications.” Apryl Casale, Director, Product & Solutions Marketing, SundaySky.