Assignment

Jul 02, 2024

ClickZ Digest

WHAT WE ARE READING

SOCIAL MEDIA TODAY

YouTube Shares Insight Into the Value of Fandom in the App

YouTube Shares Insight Into the Value of Fandom in the App VidCon is being held this week, and YouTube has published a new Fandom trends report to coincide with the event, and highlight to creators the importance of building community in the app. The 10-page overview includes a heap of insights into the rising value of fandom, and the community ties that are formed around niche trends. Indeed, the report provides insight into why fandoms are valuable, and how users derive benefits from being part of topic-related groups. YouTube is a key hub for these fandoms and groups, with a whopping 80% of fans often engaging with topical content in the app.

SEARCH ENGINE JOURNAL

Google Discusses Core Topicality Systems

Google’s latest Search Off the Record shared a wealth of insights on how Google Search actually works. Google’s John Mueller and Lizzi Sassman spoke with Elizabeth Tucker, Director, Product Management at Google, who shared insights into the many systems that work together to rank web pages, including a mention of a topicality system. The word “topicality” means how something is relevant in the present moment. But when used in search the word “topicality” is about matching the topic of a search query with the content on a web page. Machine learning models play a strong role in helping Google understand what users mean.

MARTECH

EU Says Meta Ad Model Violates Digital Markets Act

European Union regulators have declared that Meta's ad model violates the Digital Markets Act. Users must either pay for an ad-free experience or consent to data collection for personalized ads. The EU insists Meta must offer equivalent services for those unwilling to share personal data. Meta argues its model was designed to comply with the DMA and plans to continue discussions with regulators. If the ruling stands, Meta could face fines up to $13.4 billion. This follows a recent EU ruling against Apple's app store for competitiveness violations.

HUBSPOT

18 Favorite Sample Business Plans & Examples For Inspiration

Reading sample business plans is essential when writing your own. They help you understand how to create a viable and convincing plan. Here’s a guide to different business plan types, formats, and examples to get you started. A comprehensive and convincing business plan should include an executive summary, market opportunity, competitive landscape analysis, target audience, marketing strategy, key features and benefits, pricing and revenue, and financials. Use these examples and templates to create a compelling business plan that can help you secure funding and achieve success.

MARKETING DIVE

GroupM taps McDonalds CX maven to lead Wavemaker US

GroupM taps McDonalds CX maven to lead Wavemaker US GroupM has appointed Alycia Mason as CEO of its Wavemaker U.S. agency, effective at the end of July, according to a press release. Mason joins the WPP group from McDonalds, where she most recently served as field vice president overseeing thousands of stores. In 2022, the executive was named the burger chain's first U.S. customer experience officer, leading digital transformation across apps, delivery platforms and in-store kiosks. Mason is joining Wavemaker's global leadership team and will report to GroupM North America CEO Sharb Farjami.

TOP VOICES

INSIGHT FROM LIAM BRENNAN

Responsible Marketing at Cannes: Opening Closed Doors

At Cannes, responsible marketing was a key focus, with discussions on accessibility, sustainability, and diversity. Taide Guajardo of P&G highlighted their efforts in accessible advertising, urging brands to share best practices. The Unstereotype Alliance presented data showing diversity in ads boosts sales. Agencies were encouraged to adopt the Global Media Sustainability Framework to reduce carbon emissions. Open collaboration and sharing of learnings are essential for industry-wide progress. Brands and agencies must work together to drive responsible marketing, benefiting business, society, and the planet.

WHAT WE ARE LISTENING TO

MARKETING SCHOOL

Apple Pays OpenAI Nothing? And How to Get 2.5B Views From Shorts, Reels, TikToks

In episode #2769 of Marketing School, the hosts discuss Apple's decision not to pay OpenAI for integration, emphasizing the value of distribution instead. They speculate that if OpenAI drives significant users and revenue, Apple might seek a share. The episode also covers strategies to achieve 2.5 billion views on platforms like shorts, reels, and TikToks through a dedicated content creation team. However, they note that monetization remains challenging, urging entrepreneurs to focus and persist for success. The episode concludes with reminders to rate, review, and subscribe, and offers additional content from Eric and Neil on their respective YouTube channels.

Listen Here

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