June Industry Trends Report
Want to know what’s going on in the communications, digital marketing and public relations industries this June? Check out what’s going on with Facebook, how Millenials and Gen Z consume traditional TV and what you should be doing with your data below.
Industry Trends and News
Facebook’s back in hot water for data sharing.
According to the New York Times, Facebook has data-sharing partnerships with at least 60 mobile device makers, giving these companies access to data of users’ friends without their explicit consent. Some of these users had previously denied Facebook permission to share information with any third parties. Data collected included relationship status, religion, political leanings and upcoming events.
Facebook is one of the most important digital marketing tools out there, but the platform has been in the press a lot recently regarding misuse of user data. Even after Facebook launched a marketing campaign in April 2018 in response to the Cambridge Analytica scandal backlash, new information regarding unsavory data sharing practices continues to surface.
Think younger generations don’t watch linear TV? Think again.
New research from Nielsen suggests that Generation Z and Millenials are still watching traditional television, just not in their own homes. The study revealed that 39% of all out-of home viewing came from these age groups, a 14% increase from in-home viewing for these demographics. Interestingly, these groups share of out-of-home viewing rises in the news genre, which is not typically associated with these younger demographics.
As streaming has become more popular with younger generations, this study indicates that traditional, linear television is still a potentially effective outlet for marketer’s to consider when reaching these target audiences. The image to the right details more results regarding generational in-home versus out-of-home TV viewing habits from the Nielsen study. (Fig. 1).
More about Gen Z and Millenial media consuming habits:
The Facebook Trending feature is gone for good.
Facebook has decided to remove their trending feature in order to “make way for future news experiences.” In a statement from Facebook’s Head of News Products, they reached the decision after determining the feature accounted for less than 1.5% of clicks to news publishers on average and was found less and less useful by users. Facebook will also be removing products and third-party partner integrations that rely on the Trends API.
While the Trending feature was not a huge asset to digital marketers, it is the most current example of Facebook’s never-ending changes. As communications professionals, staying on top of Facebook and other social platforms features and algorithm changes is crucial to the success of digital marketing efforts.
More about the Facebook’s recent changes:
Are you telling the right story with your data?
Digital marketing resource marketing company Widen recently released The 2018 Connectivity Report, a survey of more than 500 marketers and creative professionals. The biggest takeaway from the report showed that many respondents were unsure how to tell the correct story with their data. The study also indicated that many digital marketers struggle to manage data from multiple platforms into a single view.
While data-driven analysis is vital to digital marketing, the insights lose value if they are not communicated to an audience using the right story or if they were not properly collated from multiple platforms. For the most effective results, digital and traditional marketing and public relations efforts should work together to tell the right story to the most relevant audience.
More about data-driven marketing:
Want more industry trends? Check out May’s top trending communications, PR and marketing news.
Allison’s love of digital marketing and creative strategy makes public relations a perfect fit. A recent graduate of Washington and Lee University, she spends her time outside the office exploring Washington DC and scouting out the best pizza in the city.