The week in content marketing with Lieu Pham
This week, Facebook develops ways to enter the Chinese market, while Uber China becomes its own app, separate to the Uber global app.
New data around the success of native app campaigns suggests they might not be the silver bullet for marketers, while virtual assistants could threaten Google’s ad revenue.
In other news, Tony Hawk talks about rebuilding his brand, Amazon Web Services looks to face off with the rest of the tech industry, and Facebook India moves past the English language to focus on more local content.
And in a year that has sometimes been hard to comprehend, Spotify says “Thanks 2016, it’s been weird” in a new global campaign.
Enjoy your week!
Spotify has launched a new global campaign featuring personalised messages. The data-driven campaign is beginning with out-of-home ads, and uses the information Spotify has gathered about its users to speak directly to them. “Dear person in the Theatre District who listened to the Hamilton soundtrack 5376 times this year. Can you get us tickets?” is just one of the signs being rolled out in New York this week. Are you that person?
Tony Hawk has a carefully curated image now, but when his career kicked off in the ‘80s he almost destroyed his brand. When he was younger he lacked an understanding of quality control and as a result his name went on everything from velcro wallets to toilet paper. People thought he was a joke. Here, Hawk shares his thoughts on how he saved his brand from almost ruin.
Earlier this year, China’s Didi Chuxing began the process of buying Uber China. This week the ride-sharing platform rolled out an update that separates Uber China from the Uber global app. Uber China now requires users to have a Chinese mobile phone number and a Chinese method of payment, making it harder for travellers in China to use the ride-sharing app.
While app-install ads are responsible for as much as 20 per cent of Facebook’s ad revenue, the reality of app-install ads is much darker. Native apps have been successful for a handful of companies, but the data tells a different story for the majority of brands. Mobile users spend 84 per cent of their time in just five apps, while 84 per cent of users delete an app after just one use. Is an app the right move for your brand?
Facebook India is looking to increase its 166 million monthly users by including more local content, local languages and local awareness. The social platform also wants to attract more small business advertisers. India is Facebook’s biggest market after the US, and has the potential to become the largest market as mobile penetration and internet connectivity grow.
Facebook is reportedly developing software to censor newsfeeds by geographic location in an attempt to enter the Chinese market. While this technology would prevent content from appearing in Chinese newsfeeds initially, Facebook plans to offer a third party the ability to monitor popular stories before allowing them to appear in users’ feeds.
It may have seemed like a joke to some when it started, but Amazon CEO Jeff Bezos has turned Amazon Web Services (AWS) into a powerhouse that drives annual revenue of US$13 billion. The cloud technology business initially provided storage and computing services for startups, and has now turned its sights on larger enterprise customers, facing off with traditional enterprise hardware and software companies such as IBM, Intel and Microsoft.
Virtual assistants, the voice-activated controls in smartphones, might be the first real threat to Google’s advertising business. Google’s ads make money when people can see them, so whether users are on a desktop, a tablet or mobile device, the ads are still visible on screen. But with the number of mobile voice searches tripling between 2014 and 2015, how will this affect the nature of Google’s ads?
Founder & Editor: Lieu Pham
Associate Editor: Peta Short
Sub-Editor: Suzannah Pearce
Design: Sachin Samji