Why Unilever and ad money can’t clean up Facebook and Google.

According to prepared remarks from Keith Weed, CMO, Unilever will pull its large amount of advertising dollars from Facebook and Google as a result of them failing to improve the online environment of their respective networks.

“As one of the largest advertisers in the world, we cannot have an environment where our consumers don’t trust what they see online. We cannot continue to prop up a digital supply chain—one that delivers over a quarter of our advertising to our consumers—which at times is little better than a swamp in terms of its transparency.” – Keith Weed, Unilever

There are two main reasons why I see this more as a bluff, rather than a threat.

You put your money where the people are

The advertising dollars go to Facebook and Google because that’s where the majority of customers live online today. I cannot imagine Unilever or other companies of the same magnitude saying “We’re going to move our Facebook advertising to Twitter.” Or “We’re not going to use Google Ads. Period.” You just can’t do that because there are no legitimate alternatives to the scale Facebook and Google provide in 2018.

People are not going to leave Facebook (or Google)

While there certainly are concerns from advertisers and investors about people spending less time on Facebook, the overall numbers look good, and will continue to do so for the foreseeable future. The same goes for Google. What other search engine is a verb? People turn first to Google for everything, and the only company that can play catch up is possibly Amazon through Alexa.

Only time will tell

Time will tell how Facebook and Google clean up their networks and decrease how bots affect their ad networks, if at all. If they don’t, there’s certainly the possibility that Unilever’s announcement is only the beginning.

Weekly Blog Roundup – July 22, 2016

There are many articles I read on a daily basis for both work and pleasure. Below are some of the most recent ones I’ve read in the last week, along with some commentary about each article.

Email Marketing

5 Quick Tips for Segmenting Your Email List” – Emma

According to eMarketer, 39% of email marketers that practice list segmentation see better open rates, 28% see lower opt-out and unsubscribe rates, and 24% see better email deliverability, increased sales leads, and greater revenue.

Good tips from our friends at Emma.

Introducing the Form Style Generator for Pardot Forms” – Jenna Molby

Can’t heap enough praise on Ms. Molby for this creation. Great tool for getting those pixel-perfect forms that work with your instance of Salesforce Pardot. Great job, Jenna!

Email Marketing Is a Double Win for Customer Acquisition, Retention” – eMarketer

According to the data, 81% and 80% of respondents, respectively, said email marketing drives customer acquisition and retention.

More evidence that email cannot and will not die, even if we wanted it to.

Marketing

7 Things to Know When Marketing to Millennials” – Media Junction

Insight and sass. Perfect for Millennials. *cough* I mean 20-30 year-olds. If you’re already a young person, this is old hat to you. But if you’re a “more seasoned” marketer, you may be wondering how to reach the YouTube/Twitter/Instagram crowd. Good insight on how to approach Millennials in marketing.

Facebook Live Is About To Feel More Like TV” – FastCoDesign

You’ve seen Facebook Celebrities use it. You’ve heard or seen about the Philando Castile shooting that was recorded using it. And now Facebook Live is getting some changes to attract longer form content, and more branded content. Look out for more people – and brands – using Facebook Live in the future.

What is Blockchain and what is its impact on marketing?” – Mark Schaefer

One of two articles I read this week on Blockchain’s affect on Marketing. You’ve more than likely read about Bitcoin. Well, my ignorance aside, Blockchain is basically the foundation of Bitcoin; it’s what makes it work. Now folks, this is bleeding edge stuff here, so it’s not probably going to affect your marketing today. But keep your eyes on Blockchain going forward – the future is already here.

Video Editing

ScreenMagic Template” – I Am John Barker, Jeremy Wick

This is an amazing template, for After Effects and Apple Motion, that makes those videos where you’re recording laptop screens SO. MUCH. BETTER. Check it out if you do any type of screen recording demonstration videos.

Work

3 Reasons Why Baby Boomers Resent Millennials” – Inc.com

Could this speak any more to me? Spot on insight. I know that I’ve had conversations with Baby Boomers on this topic, specifically the idea of “sacrificing joy in exchange for well-paying work.” What a load of shit. Sorry. Not Sorry.