Digital Intelligence Report
February 2021
SOCIAL: If you are in B2B, you really need to consider social influencers for your marketing in 2021. R ... Social leads the pack on Lent. It's a love-hate relationship for many, obviously. R
  • Clubhouse: Facebook and Twitter have noticed the success of the audio chat channel and are looking to launch something similar. R
  • Facebook: Australia is proposing to charge companies for the news shared on their platforms. Facebook is planning to shut off those newsfeeds in response. R
  • Parler: It's return has been shaky but apparently it has returned. R
  • Reddit: Coming off of the GameStop news, Reddit has raised funding to add staff and grow its user base. R
  • TikTok: If you value your digital data privacy, experts recommend you avoid TikTok. R ... “I don’t think they’re out of the woods, but I do think it’s probably less threatening or seems less threatening than the previous administration,” said Ray Wang, principal analyst of Palo Alto-based Constellation Research R ... A number of European-based complaints were announced this week against TikTok. R
  • Twitter: Some premium features may move to a subscription model. R

AUDIO: The thing about articles promoting the creation of a podcast is they often don't mention the likelihood of low scale/penetration. R ... iHeart just acquired Triton. R
DIGITAL MARKETING: Maryland is toying with the idea of adding a tax for digital ad dollars. Others may follow suit. R ... Autonomous testing and natural language processing are tech items showing growth in 2021. R ... Brand suitability is a big deal in marketing and DoubleVerify has a report out covering what it looked like in 2020. R ... Here are a few upcoming webinars and events to consider:

CONTENT MARKETING: Think about your audience and your product differently to break through writer's block. R ... A good reminder on content marketing is it doesn't have to cost a lot, isn't only about SEO and is a longer-term approach. R ... When starting on content, think about your smallest addressable market. Don't cast too wide of a net. R

SEARCH: You can kick off your keyword search solo but you will eventually want tools like SEMRush and HREFs to assess variants and volume. R ... Knowledge of SEO, even at a basic level, will help your brand and career. R ... Everything is set up right, but you hide your phone number or other ways to connect with you. That will lower sales/conversions. R ... Many top web sites are skipping a tactic that could increase engagement in search: Schema Markup. R ... Pillar pages are helpful guides for the search engines to pull together bundles of content around a specific topic. R

PROGRAMMATIC: It's finally happening! Private deals are growing rapidly and could outpace open exchange in 2021. R ... Apple's recent privacy changes are annoying but aren't going to kill digital marketing. R ... Now is the time to know more about your audience. R ... Unified ID work has progressed enough for The Trade Desk to hand off the management of it to Prebid. R

VIDEO: Live video isn't the over-produced, overly safe messaging consumers expect from television commercials. There's an element of real that scores well digitally. R ... How do you do live well? Here are some thoughts. R ... YouTube's answer to TikTok plans to launch in March. R

ARTIFICIAL INTELLIGENCE: The first question is always what do you hope AI can solve for your business. But there are six more to ask. R

PRIVACY: There are a lot of facets to digital privacy ... and a lot of solutions. R
DSP (Demand Side Platform) – A technology solution used by advertisers to buy open ad inventory in a programmatic setting.
For more details on any of the topics covered here, contact Rooster’s Chief Digital Officer James Arnold:
Cell: (913) 291-6996
Microcast/Podcast: The Rooster Cast
The goal of the Rooster Strategic Solutions Digital Intelligence Report is to provide intelligence around the digital product landscape. What is coming next. How to use what you already have. Who might be doing it right.