APIs, Ecommerce, and Editors’ Picks – Your Digital Marketing Roundup
Hello, lovely digital marketers! Hot enough for you?
It’s been a belter – the sun hasn’t stopped blazing and burning through even the greyest of clouds, scorching all those poor Pokémon GO-ers and their bemused onlookers to a crisp. Indeed, with all the fuss around Nintendo’s latest offering, I’d say that this week is perhaps the first week since Brexit that the mainstream media has given proper focus to something that’s not political or just outright horrific – and thank goodness for that (tech triumphs once more!).
Finally, we can all agree on two things. First – it’s bloody hot. Second, when the world goes mad with politics, we need a good dose of the digital and virtual to (ironically enough) bring us back down to earth.
And thankfully it’s been a belter in the world of digital marketing to boot. We’ve got three big headlines this week – so let’s take a look at what they are so we can all chat about them over an ice lolly this evening.
Here we go…
Twitter Announces General Launch Of Gnip Audience API
As marketers, the more we know about our audiences, the better decisions we can make. It’s a basic principle that’s been the same since the dawn of time, and will continue to be forever more – the only difference being that the technology at our disposal to understand our audiences will only continue to improve, as will our decisions.
And so here is the next step of improvement – Twitter’s new Audience API from Gnip.
“In talking with customers” the Twitter blog says, “about the new types of data they would most like to see from Twitter, one of the top requests was to be able to define and describe audiences of interest as well as to have visibility into the demographic characteristics of these audiences for brand clients. After all, brands that have a better understanding of the makeup of customers and prospects are able to make smarter and more strategic product and marketing decisions.”
The Audience API is Twitter’s answer. It’s described as being a “flexible service” that has been designed to allow brands to gain better insights into the demographics of users. The Twitter blog explains that “customers can use the Audience API with Gnip’s Full-Archive Search or PowerTrack APIs to instantly understand the audiences engaged with any topic, conversation, influencer or event.”
What a tool indeed – big data for Twitter just got a whole lot bigger.
New Ecommerce Features On YouTube
We can’t forget the increasing importance of video in digital marketing 2016 and beyond. And it’s not likely that we’re going to, for the likes of YouTube simply won’t let us.
The latest innovations from the Google-owned online video giant come in the form of new eCommerce features.
YouTube wants to make things easier for people to shop on the platform. And this is, of course, an important avenue for marketers. The YouTube blog tells us that “almost half of the U.S. population, 47%, says that YouTube helps them when making a decision about something to buy at least once a month.”
That’s a pay-attention figure indeed (so pay attention!). If you’re already using YouTube to market your wares (and you should be), then you will probably be aware of TrueView for shopping, which makes it easier for users to get more information about products being advertised – as well as delivering a click-to-buy option – whilst watching ads.
YouTube says that it has seen a 50% rise in the number of advertisers using the product since January, which means that there’s already hot competition if you haven’t started using TrueView already.
But, whether you have or you haven’t, now is the time to start paying, even more, attention to what this little gem can deliver. There are two brand new features rolling out that will help give all you retailers out there even more control over your branding.
From the horse’s mouth:
“Companion banner: We’re adding a new interactive banner appearing next to the video that lets viewers scroll through products while the video is playing next to it. The banner also shows viewers the most up-to-date product information.
“Product picker: Our new feature lets advertisers easily choose and prioritize which of their products are featured as cards in a TrueView for shopping campaign. This optional feature lets advertisers show specific products for specific campaigns, or they can still let the format dynamically feature products from their Merchant Center.”
Editors’ Picks on Periscope
Yes, although this new feature most definitely has the end user in mind, marketers need to up their Periscope game now that there’s this brand new category to be featured in.
Periscope’s Editors’ Picks, as The Next Web explains, will help you “browse for unique moments you may have missed”.
Marketers who can create ‘unique moments’ on Periscope and wind up in the Editors’ Picks will find their brands suddenly with a far greater exposure. Once again, video is reigning supreme.
That’s it! Ice lolly time. See you next week