🔊 Kubernetes for marketers | Location data opt-in best practices

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Plus, dark mode comes to TikTok, Facebook called out for spreading misinformation on Australia fires.

Jan 30, 2020

Good morning marketers, have you heard of Kubernetes?

Kubernetes (sometimes called K8) is an open-source container system for managing and scaling business applications. Fun stuff, right? With a name like Kubernetes, it’s a system that sounds complex on the outside. But for big marketing ops teams, it can be fun – if you define fun as more time spent doing the work you care about rather than sifting through your tech stack to find a report. The open-source orchestration software allows technology teams to deploy and manage the microservices that make up a business’ technology stack. It allows for portability and scalability when implementing applications across on-premise or cloud environments. It takes less time to manage, decreases downtime, reduces IT costs and improves “time to market” speed. We’ve broken down the benefits for Kubernetes for marketers here.

The web cookie is one foot out the door, but location data could help fill in the gaps in the meantime. As CCPA, ITP and the forthcoming cookiepocalypse threaten the availability of third-party data for targeting and attribution, mobile-location tracking is climbing higher on the list of marketing priorities. But privacy controls and iPhone location alerts are starting to impact the availability of high-quality location data and marketers will need to adhere to data opt-in best practices to keep up.

Interestingly, a new survey by contextual marketing platform Herow found that the public was fairly equally divided into thirds when it comes to sharing location. One third always accepts app location requests, another third always denies them, and the final third say it depends. The survey offers a guide for publishers looking to gain user trust and access to location. Users were more likely to share location-based on several factors, including whether or not the app provides a clear and easy way to control how data is used. Herow says that mobile apps “should aim to reach a 66% location opt-in rate.” Half of that segment will be “more or less assured,” while the other 33% – the “it depends” crowd – will need to be convinced.

Keep scrolling for more news, including an update on TikTok’s latest feature and Twitter’s revamped Flight School platform.

Taylor Peterson,
Deputy Editor

Soapbox

Is your marketing department the ‘useful idiot’ of your business?

In politics, the “useful idiot” is someone whom outside influencers can bamboozle into supporting a dubious cause, often one that goes against his own best interests. In a marketing sense, the outside actor here is ignorance.

This pure, unadulterated ignorance leads you to believe your marketing and revenue efforts are doing just fine without all those layers of data that just complicate everything. Who understands what all those numbers mean, anyway?

Many marketing thought leaders have said the greatest challenge in marketing is the integration of data between systems. Even though it’s a big challenge, we still need to address it and tackle it head-on – now!

If this scenario sounds uncomfortably familiar, then your company might fall into that “useful idiot” category. You can change that. Write down all the things your organization prioritizes and where it chooses to spend its money most freely. When you know your data, you know which levers to pull.

You have to manage up to your executive team and help them understand why they need to get on board. If you’re an executive, you have to prioritize these projects even if it means slower growth for a while.

Take the lead. Be the smart marketer.

– Ryan Phelan is the co-founder of Origin Email.

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Social Shorts

Dark mode comes to TikTok, Twitter’s Flight School gets a new look, Facebook promotes misinformation about Australia fires

TikTok gets dark mode. Dark mode is becoming something of a staple for most social apps these days. Now, TikTok is testing the new setting for low light situations. The option, which is available to select test users, can either attempt to match your device settings when you have dark mode activated or can be manually turned on at any time. Welcome to the dark side, TikTok.

Twitter revamps its training platform. This week, Twitter rolled out a new look for its ‘Flight School‘ education platform. The offering provides free courses in various aspects of Twitter literacy with a larger focus on Twitter ads’ best practices and tips. Among the new elements, Twitter has updated its courses on how to find relevant audiences, measure campaign performance and build out video campaigns on Twitter.

Facebook slammed for misinformation on Australia fires. In the latest battle against fake news, BuzzFeed yesterday called out Facebook for an ad from conservative organization PragerU containing false information about the wildfires in Australia. The ad has since been removed, but only after a formal fact-checking review was completed. BuzzFeed reported that the Facebook ad linked to videos from PragerU’s YouTube channel, which claim that the record-setting wildfires in Australia were caused entirely by arson – not by climate change as experts have said. It also features debunked claims from an article published in The Australian newspaper that used misleading figures to overstate the role of arson in the bushfires. When asked by BuzzFeed, a Facebook company spokesperson would not answer questions about why the ad was allowed to run after the video it promoted was flagged for false information but confirmed that the ad would be rejected in the future if an attempt was made to reactivate it.

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