This Week in Marketing…

Welcome to the 13th edition of The Modern Marketer. SUBSCRIBE to keep receiving notifications and share/save/send if you find the information insightful. Let's connect, leave a comment below or send me a message and we'll take this offline.

Stay Social, MM

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This week in marketing…Only Fans is banning explicit content and McDonald’s just made fast food faster.

A big discussion with my team this week was the Apple iOS update and how it will affect our marketing, in the near term and the long term. In June Apple announced several privacy updates for users:

Mail Privacy Protection (Free): Apple Mail will allow users to opt in to mail privacy features that mask IP addresses and block third parties from tracking email opens or other IP data.

iCloud+ (Subscription): An iCloud subscription with additional privacy features including a VPN-like Private Relay feature, which prevents sites from tracking Safari users who opt-in and allows users to see which websites they're sending information to.

Hide My Email (within iCloud+): An email address-cloaking feature that enables users to give sites a "fake" email address. While promotional emails sent from the brand to the fake address will still go to someone's inbox and shouldn't impact important communication, brands will not be able to see the person's real address unless the contact shares it. (credit: Hubspot)

The main issue is with email open rates and A/B testing. If you were using “open rates” as a key metric for your email campaign measurement, you will no longer be able to accurately report this data. Truthfully, we should all be reporting on click-through rates anyway. So, if your clicks were low, you need to start paying attention and created clickable content. Thanks, Apple for reminding us that open rates were just vanity metrics.

Marketers need to keep focusing on building stronger deeper relationships with customers and earn the right to know who they are and their preferences.

What’s New in Social

Only Fans is successful because of the users creating adult and explicit content but things are changing. Though its top creators are adult entertainers, pushback from investors has led the platform to ban explicit content. This will be a big setback for many as they move to another platform.

Also this week Linkedin said goodbye to the Stories feature. Stories first launched in February of 2020, but with limited functionality and slow rollout, users didn’t adopt it as they had hoped (IMO). Admittedly I tried them but I couldn't get into a rhythm of using them and didn’t find value in adding it to my strategy. It just didn’t feel like it clicked with the content and format of the platform. The great news is they are shifting focus to video experience.

What to Read Right Now

Fast Company - The fascinating brain chemistry behind team collaboration and unbridled creativity.

The Guardian - Discord: why Kanye West turned to chat app’s users for help

What’s Trending

A pretty cool new take on OOH. Friction free McFlurries, yes please! McDonald’s created a “walk-thru” billboard to deliver McFlurrys to the people with less friction, where they are. Fast food just got faster. (image credit: Leo Burnett/Adweek)

TikTok Spark Ads

Spark Ads enables brands to amplify existing organic videos that fit their campaign objectives such as video view and conversion with great flexibility and efficiency. TikTok is made up of creators who are redefining entertainment, starting trends, and sharing with the world their take on popular products and services. Brands can now tap into the plethora of creative, diverse content and connect with the creators who help bring these products and services to life.

Interested in reaching over 73,000 marketing enthusiasts direct to their inbox? Send me a DM.

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