THE DIGITAL MARKETER'S #1 DAILY BRIEFING. BE IN THE KNOW - IN JUST 5 MINUTES.

April 16, 2019

MundoMedia: $25M owed to the Royal Bank of Canada. Depesh Mandalia shares some insights coming straight from the Facebook HQ in London. Newsfeed becoming swipeable like Stories? 300% ROAS with Google Analytics. This guru had a very bad end!

April 16, 2019

April 16, 2019 2160 1440 The digital marketer's #1 daily briefing!

AFFILIATE MARKETING

MundoMedia’s 387+ pages insolvency application

It was April 10th when we featured the unofficial end of MundoMedia. Well, six days later and we can actually bring you something definitive. In fact, the official news was shared in our Insider group yesterday. Link works only if you’re in the group, read below how to get in.

What are the reasons behind its fall from grace? Surprisingly, after reading this article, one of the main reasons you can find are fake FB accounts.

Sounds weird? Let’s take a closer look:

“The company has been experiencing declining revenue in the past year as a result of, among other things, increasing scrutiny on the online advertising industry and Facebook’s deletion of over 1.5B fake accounts, which has reduced the activity that leads to revenue generation for the company.”

According to the official files, on April 9 the company owes CAD$ 43K and USD$ 25M to the Royal Bank of Canada (RBC). Yes, the page says CAD$ 43M, but we checked the actual docs and it’s CAD$ 43K.

Long story short, the RBC asked MundoMedia to sell its business in order to gather funds to pay.

However, even after months of efforts, MundoMedia hasn’t been able to gather enough money to repay the bank.

At this point, the bank saw its security position at risk. Thus, the institution asked for a third party to manage the process, a Receiver. This is because, apparently, MundoMedia hasn’t been able to manage the situation.

Ernst&Young was nominated as Receiver, and that’s where the process started.

So, what we can expect is that from now on, all the operations will be made in the interests of those who are owed money. It’s likely that the MundoMedia assets will be dismissed and sold separately.

It’s always sad to hear that, no matter what the reasons for the crisis are. It just goes to show that you’re never too big to fail. It does illustrate that the age old adage is true – The bigger you are, the harder you fall.

If you want to dive deeper into the reasons behind this failure, you can join the conversation happening in the WTAFF Insider group.

Not part of the group yet? Get your referral link here and share our newsletter with at least 5 marketers.


FACEBOOK

Solution to Newsfeed saturation. Insights from FB HQ

How will FB fight Newsfeed saturation and the decreasing attention span of its users? Let’s hear some creative insights from the Facebook HQ shared by Depesh Mandalia.

Facebook prototypes a swipeable hybrid carousel of feed posts & Stories

Users simply aren’t scrolling down the Newsfeed anymore. Does Facebook fear this? Of course they do!

What are we talking about? The fact that a growing number of users don’t spend the time to go deep into their NewsFeed anymore. Instead, they just tend to have a quick look at the initial few posts, and this is creating some serious concerns for FB.

Their ad business could take a huge hit.

Why are we talking about this out of the blue? Because of this:

Apparently, FB is testing the possibility of making traditional feed posts (and ads) appear between the Stories.

This would create a swipeable hybrid carousel.

However, the TechCrunch team said this could just be a bug. That being said, if Facebook goes ahead and implements this, it would be the biggest behaviour change it has seen since the move from desktop to mobile.

What does it mean for advertisers?

This is still just a bit of a rumour, so it isn’t definitely going to happen in the near future. However, the fact that the Newsfeed is saturated and it’s hurting FB’s revenue figures is nothing new.

If FB sees this hybrid swipeable Feed as a solution, it means that advertisers that are already accustomed to using Stories Ads will already be one step ahead of the game.

Yet, this could actually be an update that’s good news for all advertisers. FB knows that the Newsfeed attention is declining, so having a new environment where advertisers can place ads and where the users’ attention span is higher could lead to sweet success for everybody: Both for marketers and for FB.

Creativity Insights from FB HQ

Yesterday, Depesh Mandalia had a meeting with the creative workshop team at Facebook’s HQ, and he shared some notes from the meeting in his FB group.

Let’s see what came out!

  • Attention span is decreasing: The fight for users’ attention span is at peak and continues to grow.
  • FB is helping advertisers to understand brand creatives and performance creatives in a better fashion.
  • Storytelling matters more than good copywriting and creatives.
  • Designing creatives for sound-off consumption is a must.
  • Facebook is allowing SpirableGO, a Facebook MP, to help marketers achieve their objectives.

It’s like other apps that allow you to quickly create videos using your existing images and videos. Except for the fact that you can create Dynamic Video Ads based on data points you input!

This means dynamic videos personalized for your audience. Next-level video marketing, eh?

  • API to push customisations/personalisations into the ads in real time. You can edit Video Ads while they are live.

Well, the most interesting info seems to be the one about the Dynamic Video Ads. While FB optimization so far worked “only” for targeting and placements, FB will now optimize for creatives too.

Now you really can say that you have the right message for the right audience at the right moment, eh?


SPONSORED

Afiliados Brasil – The biggest conference we’re attending in 2019!

The WTAFF Crew is heading to São Paulo for Afiliados Brasil!

This is the biggest affiliate conference in Latam. At least >4,000 attendees expected, but we wouldn’t be surprised to see over 5,000.

Our founder, Manu, will be one of the keynote speakers. He’ll go deep into 6 figure lessons from sending over 1M emails with an average open rate of >40% through WHAT THE AFF. From technical setup to strategy, to tricks for Gmail, Outlook and other inboxes – no stone will be left unturned so that you can skyrocket your email engagement for any vertical!

Paul Jeyapal is going to be breaking down everything that has to do with Facebook Ads in 2019 from an affiliate’s perspective. The good, the bad, the ugly but also the potential that’s been left unturned by others. We’ll show you a preview about that tomorrow, stay tuned!

Afiliados Brasil looks to be, hands-down, the best event to create deeper business relationships in the Latam area, a region very much known for its potential in affiliate marketing and e-commerce.

What else can you expect?

  • More international speakers: Yep, there’s more to come!
  • 70+ companies exhibiting: If you ever wanted to tap into the 200M+ people market of Brazil, this is where you will find the right partners.
  • Cocktail parties on 30th and 31st May, so you can network in a more relaxed atmosphere. We like to say alcohol is the “truth serum” in the industry 😉
  • 4 stages for all things affiliate marketing and e-commerce packed with speeches on all 3 days.
  • The Brazilian Affiliate Awards: Recognizing the leaders of the Brazilian affiliate community!

Oh, and tickets are affordable for any level of affiliate, whether you are just exploring the industry or you are basically a veteran. $50 for a networking ticket and $120 for a VIP ticket that includes snacks, speeches from all 4 stages and access to all recordings of speeches from 2019 and previous years!

Grab your ticket here, pack your bags and we’ll see you in São Paulo.

PS: If you’re a company looking to advertise at the event, check this out!


ANALYTICS

3x ROAS with Google Analytics

Google Marketing Platform shared a case study about a retail brand which was able to increase their ROAS to 3x using one of the most powerful features within Google Analytics – Enhanced Ecommerce Tracking.

The difference between using a traditional e-commerce tracking and enhanced e-commerce tracking is that traditional tracking is simply too basic a tracking setup for something as complex as an e-commerce site.

Traditional tracking only provides you with a basic overview, product and sales performance report, transaction report and time to purchase report.

Enhanced e-commerce tracking, on the other hand, provides in-depth analysis and reports on shopping behaviour, checkout behaviour, product list performance, internal promotions, order and coupon promotions, affiliate codes in addition to the above reports from traditional analytics.

Here’s how the brand Mumzworld used it to their advantage.

Objective

  • New and repeat conversions.
  • Reduce the cost per conversion and cost per acquisition.
  • Manage site inventory and out-of-stock product views.

Approach

  • They implemented enhanced e-commerce for shopping insights.
  • They used Analyze.ly to gather cost-related metrics from non-Google platforms.
  • They re-engaged with top user segments across different channels.
  • They created automated reports for out-of-stock products.

Results

  • 300% return on ad spend (ROAS).
  • Increase in conversion rate, purchases, and revenue.
  • 48-hour turnaround on restocking product inventory.

While the case study doesn’t mention how we can use enhanced e-commerce tracking for our stores, this detailed guide here can help you understand enhanced e-commerce tracking in an in-depth manner, including a step-by-step process on its implementation and how you can use it to create over 25 different reports for your store.


BOT MARKETING

Script to verify users’ email using ManyChat

Edmund Cinco from the ManyChat community has developed an open source script that allows you to verify your subscribers’ email using ManyChat bots.

It sends a 6-digit code to the users’ email and validates that they received it. It can also be used for generating 2-factor authentication.

Here’s the installation link for the template.


LINKEDIN

LinkedIn begins rolling out its own version of reactions for posts

Copying features from each other has become the norm for all social media platforms. In fact, most of them have started to look and feel very similar to one another.

Continuing along this trend, LinkedIn has launched their own variation of Post-Reactions, which are eerily similar to the Facebook emoji response tool which provides a quick way to express more than just a Like on a post.

You can use Celebrate to praise an accomplishment or milestone like landing a new job or speaking at an event, or Love to express deep resonance and support, such as in a conversation about work-life balance or the impact of mentorship.

Insightful lets you recognize a great point or interesting idea, while Curious lets you show your desire to learn more or react to a thought-provoking topic. As a poster, these new reactions can help you better understand the impact your posts are having.

Reactions are starting to roll out now and will be available globally to all members in the coming months, both in the LinkedIn mobile app and on the web.

PS: Maybe this feature has already been rolled out for you, maybe you are next in line. In either case, you are going to have a look at your LinkedIn profile to check its availability. A quick hit on the ‘Follow’ button of our Page would be highly appreciated!


GOOGLE

All your marketing data in one place

Supermetrics has launched a marketer-friendly solution which allows you to create your own marketing data warehouse.

How does it work?

It will bring data from various marketing platforms into BigQuery, without the need for any technical skills.

A plug-and-play solution to create and compile cross-channel campaign and analytics data, all in one place. Not only will this save you a bunch of time, but it will also allow you to make better and quicker marketing decisions.

You can use this to get data for FB Ads, Google Ads, Bing Ads, Twitter Ads, Quora Ads, Google Analytics, FB Page Insights and pretty much any other marketing platform you use.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Dubai serial entrepreneur turns serial scammer

It might not come as a surprise to us marketers, but it came as a huge shock to those who were duped out of multi-millions through some get-rich quick mentoring programmes.

A Dubai based man claimed to have turned hundreds of people super-rich through his mentoring programmes. Unsurprisingly, he appeared to have similar traits to that of many of the gurus that we come across on a daily basis.

He described himself as a $500M ‘serial entrepreneur’, mentor, influencer and philanthropist who drives supercars and catered to a specific audience, targeting Muslims. He was supported by his elder brother who he introduced as the “Steve Jobs of the Muslim world”.

His requirement: A minimum of £5k. Though many people invested up to £25k.
Signups: 1500 enrollments by Sept 2017.
Total revenue generated: Around £4M in 2 years.
What was his mentoring programme about? Ponzi schemes, dodgy real estate projects and a cryptocurrency that is now worthless.

“Com deluded us into believing that he was an immensely successful businessman in Dubai. We were dazzled by his upholstered lifestyle and thought he could be a value addition to the network which was set up in 2015 to encourage entrepreneurship in the community.”

Well, just another day, another news in the Internet world for us. Although we do hope these people get their bucks refunded.

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