💾 Meta leaves advertisers holding the bag

In Today's Issue

• Meta, Google, and the Point of “No Return”

• Your LinkedIn Profile

• The Rule of 3

• B2B Buyers Shortlist 3 Vendors

• Out of Home Ads

• 6 Tips for Influential Influencer Marketing

• The Future of Media and Advertising

How Facebook Profits From Overspending Errors; And, Speaking Of … (Hi, Google)

Meta’s ad platform misfired again last week, devouring budgets while delivering little value. This is starting to look less like a mistake and more like a page from the Meta playbook. 

Over the past year, Meta misappropriated hundreds of millions of ad dollars, mainly from accounts using its machine-learning-based products.

Meta’s protocol is to not notify advertisers when these events occur. But if advertisers do discover an issue themselves and go through campaign reconciliation, they’re lucky if they receive 90% refunds in the form of Meta ad credits. (Not a joke.)

Speaking of platform overspending issues, Google recently sent notices to Display & Video 360 customers alerting them about refunds after they were “overcharged for a subset of impressions” between July and December of last year, Ad Age reports. Google’s form email suggests customers follow up with sales reps if they have any questions.

At a time when advertisers can’t afford to pass up Google and Meta, the platforms’ treatment of their users is turning ad spend into a Sophie’s choice.

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📏 How to adapt your data and measurement strategy in 2024

The coming months mark a pivotal moment for the marketing landscape. Regulation and technologies are evolving in line with people’s expectations for privacy online. This is the moment for marketers to review and adapt their data and measurement strategies for the better in 2024.

The digital marketing landscape is dramatically changing this year. Here are three priority areas to ensure you’re ready.

📅 Mark your calendars: 3 data deadlines in 2024 for marketing effectiveness

2024 is already proving to be a year of reform for marketers. With updates like changes in how Google handles data collection, marketers must go carefully to ensure that they’re making the right decisions on advertising strategies. The challenge is ensuring marketing decisions are founded on consistent and reliable data, while also complying with the latest consent policy changes.

Here are three key dates and actions to safeguard and enhance your marketing effectiveness this year.

😺 ‘Curiosity is the easiest skill to lose’: Three marketing leaders on why investment in training matters

It’s hard to prove an ROI on training and development, but it’s crucial brands give space and support for their marketers to grow, say top marketers at Diageo, Channel 4 and Specsavers.

Marketers are used to proving return on investment. It’s integral to the modern marketer’s work. Should marketers have to prove ROI on training though?

• Segmenting your email list isn't just a good idea. - KodyNordquist on X

• New #SEO hack - FeryKaszoni on X

• Meta ads converting. Exact same ads and copy on Google Display Network are not. - u/vegandtwomeat on Reddit

• Our B2B Buyer Journey research study is clear: 78% of B2B buyers shortlist only 3 vendors to get a demo with. - Peep Laja on LinkedIn

Out Of Home for the modern age with AdQuick

With AdQuick, you can now easily plan, deploy and measure campaigns just as easily as digital ads, making them a no-brainer to add to your team’s toolbox.

• AdQuick can help modernize your marketing

• Run ads in the real world as easily as you would online

• Measure billboards like you would digital ads

• Buy from 1600+ media owners in 1 place

• Make your brand stand-out in a way like nowhere else

Learn how to scale Out of Home advertising.

6 reasons why influencer marketing will never be the same

With consumer preferences shifting, influencer marketing has reached a tipping point where evolution is necessary.

With a new emphasis on authenticity stemming from the advent of artificial intelligence and deep fake technology (thank you Taylor Swift!), 2024 might be the year that Influencer Marketing is forced to change shape, evolving from a “show metrics” tactic to a better way to foster real, meaningful, human connections.

The influencer approach isn’t going away; It’s had an impressive growth trajectory. And it’s projected to reach $69.92 billion by 2029. 

The emphasis should be on building long-term, meaningful relationships with creators and audiences alike, underpinned by a commitment to authenticity, transparency, and shared values.

Marketers must be careful to stay on top of these 6 emerging trends that shape the influencer marketing landscape or risk harming brand reputation forever.

• Old B2B Tactics VS New B2B Marketing Tactics: Paid social- Growth Tribe on YouTube

• Marketing is Sales in Advance - Bizvideo on YouTube

• The future of media and advertising | Fireside chat with Mindgruve - Supermetrics on YouTube

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