We all want to feel connected, that we’re part of a brand bigger than ourselves. And we want the brands we support to have a similar feeling towards us. That’s part of the motivation for some retailers, who have switched their business models to better reflect how we shop and how they reach us in the first place.
Since Facebook ads are a seemingly ubiquitous and seamless way to reach a customer base, many companies take to Facebook to engage with their audiences. That’s nothing new. However, what is a growing trend is the number of companies investing their Facebook and LinkedIn ad dollars to “dark posts”. But what are they?
Think about ads for select demographics: whether a post with a status update, a video or photo, or a link to another spot. But these posts are only seen by their intended targets as an advertisement in their NewsFeed. They’re not seen on the brand’s Facebook timeline, allowing companies to try out new advertising concepts without pestering all of their followers with seemingly disjointed approaches.
Does your business need dark posts?
For companies, there are several advantages. For starters, you can hone advertising efforts to specific bands of potential customers without being visible to the world at large.
More importantly, companies can test message content without resorting to spam or looking desperate by over saturating those interested in your brand. This reduces the risk of potential customers unliking your page or blocking your ad.
Everyone wants to ensure dollars devoted to advertisement provide the biggest return on investment possible. Dark posts (or unpublished posts, as they’re sometimes known) allow brands to adjust their headlines and identify more effective times of publication and calls for customer response. This level of deployment customization allows companies to determine different levels of efficacy and utilize what works best. Companies can (and should) do so for each customer band that they’re after.
By targeting ads to customer-specific traits, tendencies, or behaviors, brands hope to increase customer engagement. It’s important to understand the appropriate strategy for their use. TrackMaven’s research into the different reaches of dark posts versus boosted posts on Facebook provides some insight.
They identified that boosted posts received slightly more interaction overall, but dark posts were more successful in generating page likes for the business. Dark posts are also deployed for longer lifespans. Firms use dark posts for an average of 42 days versus 27 for boosted posts.
Things to avoid
No one wants to feel like a company is stalking them online. Target the ad too closely to the demographics or the customer behaviors, and the super-cute approach that’s meant to persuade engagement feels creepy. Going further in an attempt to engage users by name risks not only a loss of engagement, but a full disavowal of the brand and your products.
Also, it’s important to be specific, but not exclusionary. Facebook’s recent change allowing advertisers to create targeted ads addressing a user’s preferred (and self-reported) “ethnic affinity” has been controversial. Their advertising algorithms allowed marketers to exclude potential customers by ethnic affinity. A smart business strategy would be to ensure targeted posts reach the intended audience without being too exclusive.
Facebook is taking steps to ensure their approaches to advertising provide marketers with a wide variety of search options while remaining within the law. Responding this week to concerns, Facebook stated those ethnic affinity tools would no longer be available for marketers placing credit, employment, or housing ads.
“There are many nondiscriminatory uses of our ethnic affinity solution in these areas, but we have decided that we can best guard against discrimination by suspending these types of ads,” Erin Egan, Facebook’s chief privacy officer, wrote in a recent blog post on the topic.
Marketers outside these three areas can still utilize ethnic affinity as one of their targeting features for creating dark posts, however. Egan also added that Facebook’s new advertising guidelines would “require advertisers to affirm that they will not engage in discriminatory advertising” on the site.
If used correctly, brands can create a whole host of advertisements that allow customers to feel a part of the brand and do so in an organic fashion, remaining true to your overall branding strategy, one segment at a time.
Google set to release new AI-operated meeting room kit… and it’s pretty baller
(TECH NEWS) Google’s newest toy is designed to “put people first” by alleviating video and audio issues for conference room meetings.
Remote meetings can be the worst sometimes. The awful video and audio quality are frustrating when you’re trying to hear important details for an upcoming project. Even with the fastest internet connection, this doesn’t guarantee you’ll be able to clearly hear or see anyone who’s in the office. But Google is re-imagining conference rooms with their new video conferencing hardware.
Yesterday, the company introduced Google Meet Series One. In partnership with Lenovo, this meeting room kit is made exclusively for Google Meet and is poised to be the hardware that “puts people first.”
The Series One has several components that make it stand out. First is the “Smart Audio Bar,” powered by eight beam-forming microphones. Using Google Edge TPUs, the soundbar can deliver TrueVoice®, the company’s “proprietary, multi-channel noise cancellation technology.” It removes distracting sounds, like annoying finger and foot-tapping noises, so everyone’s voices are crystal clear from anywhere in the room.
The hardware also has 4K smart cameras that allow for high-resolution video and digital PTZ (pan, tilt, zoom) effects. Processed with Google AI, the device knows to automatically zoom in and out so all of the meetings’ participants are framed in the camera. With an i7 processor and Google Edge TPUs, the system is built to “handle the taxing demands of video conferencing along with running the latest in Google AI as efficiently and reliably as possible.”
The meeting kit has Google grade security built-in, so the system automatically updates over-the-air. The system also works seamlessly with Google services and apps we already use. Its touch control display is powered by a single ethernet cable. From the admin controls, you can manage meeting lists and control room settings. Powered by assistant voice commands, their touch controller provides a “touchless touchability”; if you want to, you can join a meeting just by saying, “Hey Google, join the meeting.”
These new meeting kits are easy to install and are versatile. They can be configured to fit small, medium, and large-sized rooms. “Expanding kits for larger rooms can be done with just an ethernet cable and the tappable Mic Pod, which expands microphone reach and allows for mute/unmute control.”
According to the Google Meet Series One introductory video, the meeting room kits are “beautifully and thoughtfully designed to make video meetings approachable and immersive so everyone gets a seat at the table.”
Currently, there is no release date set for Google Meet Series One. However, pre-orders will soon be available in the US, Canada, Finland, France, Norway, Spain, Ireland, United Kingdom, Sweden, Australia, New Zealand, Japan, Netherlands, Denmark, and Belgium.
One creepy way law enforcement might have your private data
(TECH NEWS) Wait, geofences do what? Law enforcement can pull your private data if you’re in the wrong place at the wrong time.
By now, it’s pretty common knowledge that our smartphones are tracking us, but what you might not be aware of is just how much law enforcement is taking advantage of our private data. Now, the good news is that some places have gotten wise to this breach of privacy and are banning certain tactics. The bad news is: If you were ever in the vicinity of a recent crime scene, it’s quite possible your privacy has already been invaded.
How are law enforcement doing this? Well, it starts with a geofence.
At its core, a geofence is a virtual border around a real geographic location. This can serve many purposes, from creating marketing opportunities for targeted ads to tracking shipping packages. In the case of law enforcement, though, geofences are often used in something called a geofence warrant.
Traditionally, warrants identify a subject first, then retrieve their electronic records. A geofence warrant, on the other hand, identifies a time and place and pulls electronic data from that area. If you’re thinking “hey, that sounds sketchy,” you are–forgive the pun–completely warranted.
With a geofence, law enforcement can dig through your private data, not because they have proof you were involved in a crime, but because you happened to be nearby.
This practice, though relatively new, is on the rise: Google reported a 15-fold increase in geofence warrant requests between 2017 and 2018. As well as invading privacy, these warrants have led to false arrests and can be used against peaceful protesters. Not to mention, in many cases, geofence warrants can be extremely easy to acquire. One report in Minnesota found judges signed off on these cases in under 4 minutes.
Thankfully, there have been signs of people pushing back against the use of geofence warrants. In fact, there have been multiple federal court rulings that find the practice in violation of the Fourth Amendment, which protects citizens from “unreasonable searches and seizures,” including your electronic data.
If you’re still worried about your privacy, there are ways to keep your electronic data on lock. For example, turn off your location services when you’re traveling, and avoid connecting to open Wi-Fi networks. You can also work to limit location sharing with apps and websites.
Incoming! Amazon drones will be dropping off packages soon (we hope)
(TECH NEWS) The Federal Aviation Administration has approved Amazon for drone delivery service, but when will the drones actually take flight?
Amazon has finally received the stamp of approval from the Federal Aviation Administration (FAA) to deliver packages by drones. This pivotal step brings the online retailer closer to their promise of delivering packages to customers in 30 minutes or less.
In 2013, during CBS’s “60 Minutes” interview, Amazon CEO and Founder, Jeff Bezos, said drones would be delivering customers’ packages within five years. Although the estimate is a couple of years off, it seems like that day might be right around the corner.
Personally, I’m looking forward to the day when little floating presents are sailing through the sky (Animal Crossing balloons, anyone?). Despite our excitement to see our latest Amazon impulse purchase land on our doorstep, it isn’t going to happen overnight.
The Part 135 Air Carrier Certificate Amazon obtained for its fleet of Prime Air drones will allow the company to use unmanned aircraft systems (UAS) “to carry the property of another for compensation beyond visual line of sight.” Although the FAA certification is allowing Amazon to begin test trials, Bloomberg reports that the retail giant still has “regulatory and technical hurdles” to overcome.
In addition, the FAA has yet to set regulations that will “serve as a framework to expand drone flights over crowds, a building block necessary for deliveries.” Amazon hasn’t said when and where it will start testing the delivery service either.
David Carbon, Amazon Vice President who oversees Prime Air, made this statement: “This certification is an important step forward for Prime Air and indicates the FAA’s confidence in Amazon’s operating and safety procedures for an autonomous drone delivery service that will one day deliver packages to our customers around the world.”
This approval is definitely a step forward, but Amazon has been working on the drone delivery service for years. Early last year, the giant retailer revealed they would start offering one-day shipping. They have followed through on this, at least. And during a Las Vegas Conference in June 2019, they revealed their “fully electric drones that can fly up to 15 miles and deliver packages under five pounds to customers in less than 30 minutes.” But it still doesn’t answer when we can expect to see whizzing drones overhead.
I’m not sure when Amazon will fulfill their last promise. But it is getting closer. What I do know is that I look forward to the Amazon drones taking flight. I can’t wait to place my orders knowing that I will get that last-minute present I ordered just in time.
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