The Figaro Digital Digest: 26th January 2018

by Figaro Digital

In the week that the Scottish celebrate Burns Night and the Welsh St Dwynwen’s Day, has the digital marketing industry been as joyous? Let’s take a look at the biggest stories of the week.

Snapchat Announces App Install Ad Updates

For some time now, Snapchat has allowed advertisers to attach deep links to the campaigns which allow users to swipe up on an ad and be taken directly to the brand’s site. This week Snapchat announced it would be improving this service and the analytics tools that come with it.

Snapchat will now automatically create deep link for ad campaigns so that users are taken to the brand’s app (if already installed) or its page on the Apple or Google app store. Whereas new tracking will allow advertisers to see how many times their ads have been swiped and apps consequently installed in the past day, week or month. Further approvals will allow marketers to view attribution stats for between the past hour and 28 days.

‘Ghosting’ Following A Purchase Causing Customers To Shop Elsewhere

According to YouGov and Narvar who surveyed around 3,000 UK consumers, ghosting of consumers and breaking contact after a purchase is one of the main reasons for shopping elsewhere next time.

The research revealed that although making a conversion is important, brands should not spend all of its time trying to achieve this, but dedicate themselves to aftercare also. 25 per cent of people said that not providing clear and accurate information about the status of their order was their main aggravation and 65 per cent would be put off making a future purchase if bad news (such as late delivery) was poorly communicated.

Furthermore, a third said they wouldn’t reuse a brand if they didn’t receive accurate order tracking or relevant content guides.

Just 5 Per Cent Think Digital Advertising Studies Are Good Enough

In a survey of 220 marketing professionals by Inskin Media, just 5 per cent said they currently believe commercial research studies into digital advertising were of sufficient quality.

57 per cent of respondents said that the commercial needs of the company owning the research was the biggest obstacle in the production of useful content, whereas 23 per cent of people said they disregard commercial research projects most of the time. In fact, 19 per cent said they consider the majority absolutely useless.

Research agencies were praised as offering the best quality research content, whereas media buyers and media sellers were seen as creating the worst.

• 61 per cent said quality and detail were important, whereas 54 per cent said relevance was imperative.

• 71 per cent desired an independent industry body seal of approval.

• 70 per cent sought a detailed methodology section as standard.

Facebook Launching Privacy Centre Ahead Of GDPR Deadline

Facebook is making it easier for users to manage their data ahead of the May 2018 GDPR deadline.

Facebook’s Chief Operating Officer, Sheryl Sandberg, has reportedly made the following announcement:

“We’re rolling out a new privacy center globally that will put the core privacy settings for Facebook in one place and make it much easier for people to manage their data,”

“Our apps have long been focused on giving people transparency and control and this gives us a very good foundation to meet all the requirements of the GDPR and to spur us on to continue investing in products and in educational tools to protect privacy.”

 

For more news updates, guides and opinion pieces, take a look at a few more of our articles.