Weekly Digital Breakdown – 2.28.20
Weekly Digital Breakdown
Feb 28
Walmart+ Membership Program to Compete with Amazon
In an attempt to narrow the gap with Amazon Prime, Walmart will soon begin testing its own membership program. The service, called Walmart+, is being built off the recent release of Walmart’s Delivery Unlimited program which offers unlimited same-day grocery delivery for an annual or monthly fee.
While the grocery service alone is not strong enough to sway Amazon Prime members, there may be future additions to Walmart+ that will help entice shoppers. Recode, who originally reported the news, said the company is also considering adding additional enhancements such as text to order, discounts on prescriptions or gas, and a scan-and-go option to avoid in-store lines for shopping convenience. The ability to choose delivery or utilize the perks in local Walmart or Sam’s Club warehouse locations would help distinguish the brand in the retail space.
Walmart has worked diligently over the past few years to distinguish itself as a leader in the grocery business with its product variety and everyday low prices. Customers are also drawn to the increased convenience and trusted store value. It will be interesting to see how Walmart plans to change the retail space as more details emerge.
https://www.marketingdive.com/news/walmart-confirms-creation-of-walmart/573228/?
Facebook Blocks Mobile Ad Data
Facebook has discreetly amended its policies and is now prohibiting mobile app advertisers from using device-level data for anything other than campaign performance metrics. Data analysis must be done on an “aggregate and anonymous basis” and would prevent the information from being used for targeting or retargeting ads, redirecting with tags, leveraging for cross-channel campaigns, or selling to any third party. Prior to the terms of service update, device-level data, excluding personally identifiable information, was accessible to advertisers for targeting purposes.
The change is likely an effort to comply with the changing privacy regulations. However, the news could be problematic for mobile app advertisers that have relied on device-level data for campaign set-up and optimization. Technology partners will still have access to the information, but will no longer have authority to share with advertisers. As Facebook continues to prioritize privacy in its practices, it will be interesting to monitor the effects on its advertising opportunities.
LinkedIn Will Connect Through Stories
In the wake of the success other social platforms have found, Linkedin has confirmed they will be testing a beta version of Linked Stories to users this spring. Initial testing will be done by individual users, but if successful, it’s likely the option will be extended to business accounts as well.
The details are still to be released, but the company hopes to use the platform to share key moments from work events and allow for full-screen video to allow business professionals to share more about their industry and workplace.
The company also plans to leverage a generational shift of those who have grown up with video, specifically Stories, as a means of communication, reducing the barrier to start conversations and do so in a more conversational manner.
Much of the specifics are still unknown as LinkedIn tests capabilities and response to the new format. Many questions remain around adoption into the platform and if or how it will be monetized for advertisers to leverage in the future.
https://marketingland.com/stories-are-coming-to-linkedin-276765
