The Figaro Digital Digest: 4th August 2017

by Figaro Digital

Can you believe it? It’s August already! 2017 is flying by and, if you don’t take five minutes to pause, you may just miss the latest happenings from the digital world. Here’s a quick round-up of this week’s biggest stories:

Google Swaps Share For Save Button In Local Panel

Previously when you viewed the local knowledge panel in search results there was a ‘share’ option, but Google has now replaced this with a ‘save’ option in the form of a star icon. The save feature has been available in the Google Maps app for a while now and allows users to save listings to lists.

Despite the change to local results, the option to share will still be available in non-local knowledge panels so people can share listings via email or social media.

Snapchat Launches Marketing Mix Measurement Program

Snapchat has just released a program to allow third-party measurement firms to track its ads’ impact on sales and how they compare to rivals. This will allow marketers access to data and help advertisers evaluate spend and return on investment (ROI).

Companies such as Analytics Partners, Marketing Management Analytics, Neustar and Nielsen have already joined the marketing mix measurement program. Many marketers are now considering how they will spend their budgets in 2018, so will this change see an increase in funds put into Snapchat marketing? We’ll have to wait and see.

Study Finds ‘Leaks’ To Be Most Effective PR Stunt

According to a study by Wildfire’s labs, stages company ‘leaks’ are the most effective method of generating press coverage in terms of global reach, social mentions and social likes. Compared to the average of all PR stunts analysed, leaks achieved three times the coverage and five times the social interaction.

Debby Penton, Managing Director of Wildfire, said:

“In the age of fake news it seems fitting that the best stunts also involve some sort of fakery. More interestingly, the data also highlights that while ‘established’ stunts, such as experiential events or pop-up shops, can still deliver solid results, the best cut-through was more often than not achieved with exceptionally basic ideas.”

Facebook To Allow RSVPed Ad Targeting

Facebook announced this week that soon advertisers will be able to create custom audiences based on people who have responded to event invites. Advertisers will be able to target people by those who have responded to a specific event or any event created by a business page, as well as whether the individual has said they’re ‘going’ or just ‘interested’.

This new tool is a way of thanking businesses who use the network’s events feature as a promotional tool and to encourage others who don’t already use events to begin doing so.

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