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The Most Relevant Recent Digital Marketing News, All in One Place

Rising COVID-19 infection rates around the country cast a shadow on the weekend’s 4th of July celebrations. However, government officials plan to manage the health crisis while keeping states as open as possible and supporting businesses where they can. Through the challenge, Adlucent continues to monitor the rapid changes and their effect on ecommerce and digital marketing. To remain up-to-date as we publish the latest news, sign up for our email newsletter.

Apple Just Crippled IDFA, Sending An $80 Billion Industry Into Upheaval – Forbes

In June, Apple debuted its new operating system, iOS 14, for iPads and iPhones. Despite expectations, Apple did not announce the end of its ad attribution tool, the Identifier for Advertisers (IDFA). However, iOS 14 has rendered IDFA obsolete. For example, instead of deeply embedding IDFA in settings like before, iOS 14 makes IDFA obvious by requiring each app to have users opt-in to activate it. Most users will not, thereby placing tens of billions in iOS user acquisition spend on the line. However, Apple has updated its ad attribution tool, SKAdNetwork, (which better protects user privacy), as an option for brands.

P&G’s New Spot Zeroes In on Navigating Anti-LGBTQ Bias – Adweek

Proctor & Gamble has an ad series focused on the issues of bias and discrimination. During Pride Month, it released The Pause, a spot specifically addressing the biases facing the LGBTQ+ community. In the one-minute ad, audiences are made aware of the marginalization felt in the LGBTQ+ community. In addition to The Pause, P&G outlines ways it specifically supports the LGBTQ+ community on the company webpage. 

Advanced Analytics: How Retailers Can Make the Most of Their Data – Total Retail

Multiple household devices and consumer touchpoints make data integration difficult for some retailers. However, there are steps that businesses can take to utilize data to improve business strategy. 

• Analyze current systems and discontinue those systems that no longer capture the right data and insights. 
• Then, build a bedrock for success by extracting, activating, and testing the ascertained data with a variety of methods. 
• Next, enhance Return on Investment by properly organizing and evaluating collected analytics to improve campaigns.
• Finally, leverage the data to recognize and target similar consumers. 

Sephora Launches on Instagram Checkout with Over 80 Brands – Retail Dive

In late June, Sephora enabled Instagram checkout directly from its Instagram Shop. This feature is a continuation of Sephora’s social commerce initiative, which started last year with twenty retail partners and has now attracted eighty companies. This tool is also a winner for both brands (which benefit from the new sales channel) and for Sephora’s twenty million followers, who will continue receiving perks and loyalty points on their Instagram purchases.

Over 400 Advertisers Hit Pause On Facebook, Threatening $70 Billion Juggernaut – NPR

The Stop Hate for Profit campaign aims to affect Facebook’s most significant source of revenue, advertising. Since the beginning of the cause marketing campaign, Facebook has lost over four hundred advertisers, including huge brands. However, although many large brands like Microsoft and Hershey’s have paused advertising due to the campaign, they represent only a minority of Facebook’s largest ad buyers. For example, Microsoft is the only one of Facebook’s top ten advertisers to publicly stop spending. Yet, Facebook has agreed to meet with the campaign organizers and has started removing extremists’ accounts – possibly because of the campaign. 

The above overview highlights key news amid the changing digital marketing landscape. Visit the Adlucent website for ongoing information and updates. 

Maureen Lomo