Bi-Weekly News Digest on Digital Marketing – 07/19/20
What to Keep Track of in Recent Digital Marketing News
Back-to-school excitement and summertime have arrived alongside rising COVID-19 infections. Moreover, the surge in COVID-19 cases has caused re-closures and school cancellations. Through the disruptions to business and routine life, Adlucent continues to provide support to help manage the 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.
In early August, Instagram plans to debut a TikTok rival called Reels. Reels has already been tested overseas, and like TikTok, it will focus on short-form video content. Furthermore, Reels has similar TikTok tools, minus the scrollable, two-tabbed feed. Through Reels, Instagram is expected to absorb some US TikTok users who may abandon the app for other TikTok competitors or due to a possible US TikTok ban.
After a six month grace period, on July 1, 2020, the California Consumer Privacy Act (CCPA) became effective. While some companies are exempt, those that should comply are organizations with:
$25 million+ gross annual revenue;
the personal data of 50,000+ customers, devices, or households;
more than half of the yearly revenue from the sale of customers’ personal information.
Fees for violating the CCPA range from $2,500 -$7,500. However, fines may be forgiven if the violations are remedied within thirty days.
COVID-19 may have prevented some companies from focusing on CCPA. To do so quickly, experts recommend that organizations inventory all company consumer data, implement security measures, utilize tools such as the IAB CCPA Framework, and document everything.
Walmart will soon release a direct competitor to Amazon Prime called Walmart+. Initially, Walmart delayed the launch due to COVID-19, but it has since announced that it will debut Walmart+ this summer. The new service will cost $98 per year, compared to the yearly cost of $119 for Amazon Prime – and it will offer many of the same benefits, such as 2-day shipping. Furthermore, Walmart+ benefits include same-day grocery delivery and discounted gasoline purchases.
COVID-19 has affected consumer shopping behavior in many ways. Specifically, anxiety over consumer safety and finances have had a direct impact on the back-to-school season. Since many schools will not reopen this fall, shifts in category spend toward technology, and virtual learning will continue. The consumer desire for safer, contactless options, such as online shopping or buy-online-pickup-in-store (BOPIC), has heightened digital engagement. Finally, a slight decrease from mass merchants toward neighborhood shops reflects that consumers feel more comfortable spending locally this back-to-school season.
The news overview above highlights the essential articles to keep you up to date amid the changing digital marketing landscape as concern over COVID-19 and other industry shifts continue to affect business nationwide. Visit the Adlucent website for ongoing information and updates.