August was the UK’s fifth full month dealing with the Covid-19 crisis and it seems most marketeers have adapted in some way to the new ways of working. Pandemic aside, the world of marketing looks to be running in isolation, dealing with its own nationwide issues and political movements. Here are three of the big talking points…

Stop Hate for Profit Struggles to Make a Dent

After a turbulent month at Facebook HQ, July’s Stop Hate for Profit campaign has come to an end. The high-profile launch saw Facebook’s value drop by $60 million in the early days, but the month-long boycott has had little impact on Zuckerberg’s profits since. In fact, given the platform’s scale and the access it gives to preferable conversion rates, many businesses have actually increased their spend on Facebook and Instagram and the value of the social network has since fully recovered, even reaching record highs on August 3rd.

The largest portion of Facebook’s ad revenue comes from SMEs and as most of the UK is spending more time at home, advertising on social media has naturally risen as businesses look to target those browsing during lockdown.

“I really liked this campaign and whilst, yes, Facebook is big enough to survive most things, it did hurt them. Their stock has grown significantly less that the other FANG stocks and I think that some of their practices have really damaged their image.”

Greg Cooper CEO Digital State

The Stop Hate for Profit campaign raised many valid points about Facebook’s ability to combat bigotry and disinformation, but it didn’t give the paying businesses a better option to market their businesses online.

Google’s Gobbling Up Space on Google

A recent report found that Google was devoting up to 41% of the first results page to its own services and direct answers, which are responses to the search query within the SERP, copied from other sources. For some searches, the user has to scroll halfway down the page, if not more, to find the first organic result.

It’s becoming apparent that Google is trying to keep users within its portfolio of services if it can’t immediately provide the query’s answer within the SERP and as a result, first page organic listing becoming increasing difficult to achieve.

A Google spokesperson said:

“As a search engine, Google’s mission is to quickly direct searchers to great information, wherever that information is, as Page went on to explain. At that time, that generally meant to direct people from search results to websites. As search technologies have developed, that’s not always the best way to assist people.”

“Interesting this one because it seems natural that a resource produced and rolled out by Google would be a best fit for their own algorithms so their answer is accurate and clever but avoids the point of the un-level playing field”.

Greg Cooper CEO Digital State

Google Maps – The New Social Network?

Google Maps is giving users their own personal profile, featuring their own images, location visits and reviews. It’s something that’s been in the pipeline for a while, with a pilot launch paving the way for a global roll out over the next few months.

Looking a little like Instagram, users will be able to add a short bio and follow other users, presumably who they deem interesting enough to track across a map. With reviews, pictures and tourist activity now being linked back to a user profile, this move may spawn the rise of a new kind of influencer.

“Not convinced on this, I remember Google plus all too well rel=author. OMG”.

Greg Cooper CEO Digital State

Google is keen to ensure privacy is not forgotten, with all users being able to choose whether their activity is publicly accessible, but it’s a clear step towards attaching social currency to travel and tourism.