Ukraine, Google Analytics Illegal, Superbowl Ads,10 Min TikToks, LinkedIn Buys Oribi, Trump Social, Brits Love Instagram - Marketing News 005

Ukraine, Google Analytics Illegal, Superbowl Ads,10 Min TikToks, LinkedIn Buys Oribi, Trump Social, Brits Love Instagram – Marketing News 005

Martin Henley 0:25
Hello there, my name is Martin Henley, this is the effective marketing YouTube channel. If you’ve spent a second here at all, you will know that we are on a mission to give you everything you need to make you more successful in your business. For me, that’s about giving you everything I know about sales and marketing, everything anyone I can find who will share what they know about sales and marketing and of course, what’s going on in the world in the way of sales and marketing. That’s what this is about. This is Effective Marketing News. And we are joined by the brilliant, the wonderful, the handsome, the incredibly soon to be a dad, Ionut Danifeld. Good morning, Ionut, how are you doing, brother?

Ionut Danifeld 1:07
Good morning. It’s getting better and better this introduction.

Martin Henley 1:10
It’s getting better and better, isn’t it? Is it because I called you handsome this time?

Ionut Danifeld 1:14
Yeah, I was actually thinking about that word.

Martin Henley 1:18
Okay, good. So handsome. So you are happy with the introductions. It’s been three weeks. So there’s quite a lot going on in the world. Obviously, there’s major stuff going on in the world. In your part of the world, you know, not very far away from where your, your beautiful parents are and where you’re originally from. Yeah. So what do we want to say about that? Yeah, what do we want to say about that?

Ionut Danifeld 1:50
I got a little bit of shivers when you actually started to talk. I think that is our role, because why we are actually doing this. So the format is interesting news from marketing around the world in the last two weeks, or in this case in the last three weeks.

Martin Henley 2:09

Ionut Danifeld 2:09
I don’t think that by now everyone knows what’s happening in Ukraine, and with Russia. and it’s absolutley really sad. I think that there are some, I would call it stories in a way, how the big giants in tech are playing their part in this war. I think that’s something that we need to cover.

Martin Henley 2:33
Yeah. I think for my part, I just want to, I think it’s an absolute abhorrence what’s going on, it’s unbelievable that this could be happening, right in the centre of Europe in 2022. I want to just express my condolences, my condolences and my respect, and my sympathies for everyone who’s affected by this, because this is just an absolute horror show. I mean, we spoke about this on the first news that we did, and, you know, we kind of said this couldn’t possibly happen, and it is happening now. So clearly, it has an impact on the tools that we use every day, like the platforms that we use every day in marketing. So I think other than just to express disgust that was going on politically, we’re not qualified to really talk about it in any other way, other than in the way that impacts marketing, you know. We did have a discussion about whether we should even have this conversation but you know, one of the weirdities of the world in 2022, is how absolutely abhorrence this can be happening and the world just carries on, you know, so we kind of have to carry on as well, I think.

Ionut Danifeld 3:50
I don’t think that it’s about life going on as normal, but to be embracing the new normal and the cruel reality of what’s happening at the moment. What I think is what I mean, like, we don’t have millions of views, right, but it’s our right with the number of number of followers, the people that are following us, watching us is, to basically say, our parts of the story how we see it from a perspective of marketing.

Martin Henley 4:18
Yeah. Yeah. Yeah. I think it is, you know, the things are intertwined. The platforms that we use for marketing are the now, almost, well, they are more much more effective. We know they’re much more effective than the mainstream marketing. So these are the major platforms for communication, you know, so, so clearly, it’s going to have an effect. Okay, so I’m interested. I’ve got three stories. You’ve got three stories. That’s the format. Have you got three stories?

Ionut Danifeld 4:55
I’ve got more than three stories this time.

Martin Henley 4:57
Okay. All right. Good. It’s been more than three weeks. So as long as you Okay for time, I’m okay for time. So we can go as long as we need to. Are you okay for time?

Ionut Danifeld 5:07
More or less? Yes, time is precious. But yeah. Okay, good,

Martin Henley 5:10
good. Okay, good. All right. So what are your three stories?

Ionut Danifeld 5:19
So, as you said, we cannot be ignorant regarding what’s happening in the world. So the first one is, I think, I don’t need to go necessarily into the news but just to read a couple of stories, how basically the entire big tech, they’re playing the role. So first of all, Google Maps live traffic data turned off in Ukraine. That’s one. Another one is also from Google. Google follows YouTube in cutting of ad revenue to Russian state media. I think that we need to allocate some time and I’m sure that you found also some news. I think basically stated regarding big media, meaning like, all of the traditional media, the role and how social media is basically playing an impact in information, fake news, not fake news. Sharing the news. We have seen the President of Ukraine, Zelensky, is basically more and more on Twitter rather than on traditional media. We know that people are getting their information from TikTok. You know, that by now, you know that I’m a really big fan of TikTok, right?

Martin Henley 6:36

Ionut Danifeld 6:38
I saw that Ukrainians are sharing videos, how to operate tanks, leftover tanks or enemy guns of Russia left behind, showing videos how to basically control these machines, which is collapsing, right?

Martin Henley 7:00

Martin Henley 7:03
And from there, yeah, please.

Martin Henley 7:06
No, that’s okay. So you’ve got more, you’ve got a few stories that pertain to what’s going on in Ukraine.

Ionut Danifeld 7:11

Martin Henley 7:12
Okay. And other other stories?

Whats in the marketing news?

Ionut Danifeld 7:16
Yeah. So one is because it’s been three weeks since we cover it. I think that we need to talk about Super Bowl in numbers. Superbowl is basically … I don’t give a shit about the game itself but I completely love the ads, what I’m trying to say. So Superbowl as in numbers. Another one is LinkedIn. LinkedIn, acquires Israel web analytics startup Oribi, for 80 million to 90 million to extract their marketing technology. You’re a big fan of LinkedIn, I don’t know if you’re a big fan of LinkedIn since Microsoft bought LinkedIn.

Martin Henley 7:56
Yeah, yeah.

Ionut Danifeld 7:59
And I have one specifically for you. Okay, on how did you call it last time, you have a word in English like a news that’s held to the end and if we have time we can cover it or

Martin Henley 8:13
The dead donkey, there’s a dead donkey story is there?

Martin Henley 8:15
Yeah, man, the dead donkey. I love this. So listen to this this is so this one is particularly for you. Right.

Martin Henley 8:21
Okay. We just need the headline now because we’re going to we’re going to talk about it at length later.

Ionut Danifeld 8:26
Brits are among the world’s most active Instagram users and the more handsome Instagram users.

Martin Henley 8:35
Good. Okay, cool. I’m looking forward to that. I’m hoping we have time for the dead donkey story. Okay, okay, good. I also have three stories. One of them is quite old news. It goes back three weeks to when we last spoke and actually, it was going on a little while before that, but we seem to have missed it. It’s the story about Google being deemed unlawful, or illegal, in Europe. Not Google, Google Analytics. So it seems to me that this is big news for digital marketers and I think we should have a conversation about it. My second story is about TikTok because you’ve inspired me again Ionut, but I’m not sure you’ve inspired me in the most positive way. I’m interested in ….

Ionut Danifeld 9:26
I always inspire you.

Martin Henley 9:28
You’re very inspirational. Man. You can’t help but inspire people. Yeah. So I’m interested in TikTok. Two things TikTok has had a big role to play in getting ground level news out of Ukraine about what’s been happening, so it’s interesting from that perspective. The other news is that they are extending the length of their videos to 10 minutes. So are they going toe to toe with YouTube? So that’s my second story. My third story, my drop the dead donkey story, which I know you’re absolutely going to love is that Trump’s social media has now been launched. Dun, dun, dun. So we definitely have to speak about that. That’s going to tie in with what we’re saying about the truth and fake news.

Ionut Danifeld 10:23
Isn’t this the second one,that he’s dropping? He dropped one before and it did fuck all.

Martin Henley 10:31
Well, wait a minute, though. Because Google have also had three goes at launching a social media, they’ve also failed. So you can’t just say you can’t dismiss it like that. That’s fine. Okay, so let’s start with what you’re saying about this horrible situation in Ukraine.

The awful situation in Ukraine.

Ionut Danifeld 10:50
Yeah. So I’m just going to read a couple of things. So first of all, is that what I said regarding Google Maps, right. Google has disabled live traffic data from being displayed on the map app in Ukraine. For sure is regarding the fact that Russians, they can basically see what are all of this military, because technology is playing a huge part. I don’t know if it’s used or not by military or military people, but it’s quite interesting.

Ionut Danifeld 11:30
The other one is we by now we all know the sanctions of EU and the US and all of the other countries that are basically playing, paying sanctions for Russia. So YouTube is cutting off ad revenue for Russian state media. Google will no longer allow Russian state media outlets to run ads following a similar decision on Saturday by the tech giant video, meaning YouTube, right? So basically, state media, they cannot make money and monetise content.

Ionut Danifeld 12:08
The first is basically the reality of how Twitter, Instagram, TikTok play a huge role in this conflict from a perspective of showing on the ground news but it was like the importance of fake media. There was a video with Vitaly Klitschko, I don’t know if I’m pronouncing this correctly, is basically the ex boxer and current Mayor of Kiev. Someone was faking that video, they did a deep fake video and they even used the voice of, probably him or they did some mumbo jumbo there. In that video, it was announced that Kiev is surrounded, which was not the reality. I think that in these major conflicts, it’s getting more and more difficult to basically trust what is right or wrong. So that’s something I want to discuss. The question that goes back to you, how do you see the role of all of these sanctions, disabling Google Maps in Ukraine, sanctions on Russia from a perspective of big giants? There is also all of his big companies, Adidas, BMW, basically the Volkswagen Group, they are out of Russia and it’s quite interesting how everything is unfolding.

Martin Henley 13:44
I don’t even know where to start? Yeah, yeah. I tell you where I began with it. It’s been going on for a year, you know, this buildup, this has been coming for a year, and it’s kind of been dismissed. It came to my attention I think about a month ago, some of the content that I look at regularly was talking about it. So when it happened, the thing that struck me is even though I kind of knew, had a sense of what was going on, even though I’d had kind of a sense of what the motivations might be and what the actions might be prior to it happening is when it actually happened, and I’ve spoken to a few people I spoke to you about it also. The most the most noticeable thing that I felt was that I had no idea what to believe now. Absolutely no idea because of the idea of fake news, true news. It’s almost like you can’t believe anything anymore and I think that is a really dangerous situation, because we might have got to the point where there is no way of discerning what the actual truth is in these situations, and in which case there is no truth. The clear truth is that the people of Ukraine are suffering hugely. That’s the thing that struck me is that I’ve lost all faith in media, you know, I had no idea what to believe about what was going on and I think that’s an incredibly dangerous situation.

Ionut Danifeld 15:48
It’s quite interesting, for example, how media is always going to take like, I’m talking about big media meaning all of this traditional media. I think that’s where you’re referring to media, I think what you’re referring to traditional media, right, like Sky News, BBC, Fox, yada, yada, yada. I think that the reliable news are actually coming from the ground and you see, so sad to say, user generated content, because in reality, this is what it is.

Martin Henley 16:19
Yeah. Yeah.

Ionut Danifeld 16:20
You know, you have actual people that are suffering, and they’re basically taking their phone and shooting a video on their social media and that video is becoming viral. That video is taken by traditional media and putting it up. It’s quite interesting to see this times of sad events, how media is basically using this user generated content. Unfortunately, the way that I’m seeing it, probably 90% of everything that is coming, just to give a number from my gut feeling is correct, but also that 10% is actually unverified source. It’s so easy to go inside of the rabbit hole, and to trust something that is not verified. I’m really curious, where is the that thin line of verified news or unverified news, and I give you the example of Klitschko the mayor of the mayor of Ukraine. All of the media, took the news and it was like, Oh, my God, Vitaly Klitschko, the Mayor of Kiev, he says, saying that he surrounded and after they said it’s actually fake. So you had a bunch of people that they believed it and now you as a media, were you are supposed to verify everything say, Oh, actually, we were wrong.

Martin Henley 17:58
Okay, so the thing is that, okay, so the thing is, like, whether we call it user generated content, whether we call it on the ground reporting, whether we call it citizen journalism, whatever we call it, clearly, that is the most reliable, but everyone in those situations is going to have a bias. So there’s lots of stuff come out now, where Russian soldiers are now complaining back to their families, we didn’t know this was going to happen. We were told these people would be welcoming us. You know, it’s, it’s a horror shows. So it’s happening on both sides. So clearly, whichever side of the argument or whichever side of the situation you are on, there is going to be that bias. Clearly, that is the most accurate reporting. The problem with that is that those people don’t have the audience. The mainstream media have the audience on all of these social media platforms, which dwarfs any citizen of Ukraine or any Russian soldier who might be in Ukraine right now. So, like, there is that instance. The thing is the mainstream media have now a mechanism or a process for putting this information out which is the frightening thing. So depending on which side of the argument you sit, this happened with January, the sixth, it was an interaction, happened with the, what do they call it the impeachment of Donald Trump. So he point is about their MO, is that they put the news out, and then by the time the truth comes along, that news is already established. So people might will still be convinced that January the sixth was an insurrection, or that Donald Trump was successfully impeached or that The Canadian truckers were Nazis. So once that news goes out, it never gets addressed again. So the other one that I’ve seen today, you saw what happened on Snake Island with the 13 Ukrainian soldiers and the battleship. So reportedly now that was also fake news. There were 70 of them on the island. They might have told the battleship to FU, but then they surrendered. They were all taken away, they were captured.

Ionut Danifeld 20:28

Martin Henley 20:32
It’s horrifying to me, what on earth do we believe? My position on all of these things also, is I saw of stat the other day that at that, of all of the wars that have happened since the end of the Second World War, America has instigated 80% of those. I’m always very sceptical of America in these situations. It’s what on earth to believe. I think the more interesting thing is the extent to which these platforms have integrated themselves into our lives and our societies. Like you say Google Maps with traffic reports, and of course, why wouldn’t … you would expect any military to be drawing on whatever data they can find so of course, they would be looking at that. It’s just a horrific situation and it’s just insane the extent to which the tools that we use to do our work all day, every day, are involved in influencing the situation.

Ionut Danifeld 21:56
It’s nfluencing the situation. So I just pulled my phone to, to read something. What I wanted to say is that, it’s really important to see the role. The way that I’m seeing is how much we are dependent on these tech giants, right? And how much they are influencing our daily life? How much are they influencing on a macro level? Meaning like, macro level, this entire conflict, right? So we will know about, for example, how Russian media is basically saying the story regarding the conflict, and saying that, hey, we went there to liberate, it’s not the word basically not a small walk on the beach, you know, through Ukraine. Yeah, peacekeeping expedition. People in Russia are not aware of this. I was reading something that I found, I saw a tweet. I don’t know it from anonymous or not, but it’s coming from one guy and he says something that I found it freaking brilliant. So once again, people are not aware of what’s happening, right, because of the censorship. The guy is saying, go to Google Maps. Okay, go to Russia, find a restaurant or a business and write a review. When you write the review, explain what is happening in Ukraine. How fucking brilliant is this? So what the guy is saying is that we are finding backdoors in order to, because you’re dependent on Google Maps to to find the restaurant and you’re writing a review, right?

Ionut Danifeld 23:53

Ionut Danifeld 23:55
And people are going to see it, because people are basically not aware.

Martin Henley 23:58
Yeah. 100% I mean, and that comes out. So for this, not this week, but an upcoming talk marketing I’m talking to a guy this week, whose whole business is reviews and testimonials and all those things. So that kind of goes to the core of, of marketing, it goes to …. this is just such a minefield. I mean, it is just so insane. You’ve always resisted talking about the pandemic and stuff here but for me, there’s parallels, you know, for me, there are parallels

Martin Henley 24:44
Yeah, so we’re going to talk later about and Trump has called himself, rather called his platform Truth, something or other. But it seems to me like may be now, in 2022, the waters have become so muddy that there is no Truth, you know, we’re never gonna understand what the actual truth of these situations is, you know?

Ionut Danifeld 25:08
So I think that we can still go on regarding this to be honest with you after talking about this, I don’t know how much I want to talk about it.

Ionut Danifeld 25:17

Ionut Danifeld 25:18
About the Israeli Oribi. I was thinking, me as a marketer, what can I basically do and not to sound ridiculous when, you know, because I don’t consider myself influencer, key opinion leader with my 4000 followers on LinkedIn because that’s probably my biggest followers. I was thinking what actually I can do, because most of my audience is in Southeast Asia and I wouldn’t call it that they are ignorant, because they are not. What I would call it is probably when it was the war in Afghanistan I was in the same state, what is not close to me, I don’t tend to care so much. When it’s really close to you you’re going to care. What I did, I was searching on organisations or NGOs that you can actually make a donation. I think that’s the power of people me, and you. The more that you spread the news the more that you’re actually going to help, that’s going to make a huge impact. I don’t understand to be honest, VCDs better. And I’m really, really, really putting it out there with zero regret, the fact that you change your flag on Facebook, and you’re not donating a single dollar, or you’re helping someone to escape, or you’re doing something a little bit, or you’re making a donation doesn’t matter if it’s money or anything else. changing your flag on Facebook, or you have a story on Instagram, where you’re basically saying like, Oh, my God, this is so tragic, and so on. and the next next story is about how you’re going to a restaurant and sipping wine, a glass of wine. I think this is a little bit. I don’t know, in this current they say it’s a little bit retarded.

Martin Henley 27:24
Yeah, I don’t think it’s cool to use the word retarded. I think it’s ….

Ionut Danifeld 27:32

Martin Henley 27:33
It’s an it’s it’s short sighted, it’s ….

Ionut Danifeld 27:44
Listen, it’s not about retarded as men, because it just, yeah,

Martin Henley 27:49
Let’s just not use that that word. What it is, is ignorant. We live in, in a world where we are just so ridiculously entertained, or distracted. There’s precedent for this as well, like the Black Lives Matter thing where people put a black square on their Instagram, they felt like they’d impacted the world, made a real change and then nothing else happens. It’s insane how quickly people can absolve themselves of attachment, you know, just not be attached. I saw somebody who was on Instagram, and they posted a thing, like, for every reshare of this post, point one cent will be donated to save the Ukrainians and then the next story was literally, here, we are off searching for waves now to go surfing. That’s also, I think, come about because of the platforms that we use, you know, these tech platforms have created a situation where we are removed from reality and you can just go to the next thing really quickly. You just scroll and scroll until you find something, I don’t know, or you don’t ever find anything that’s that’s the thing of it. So yeah, I think that’s an effect of the platforms that we use.

Ionut Danifeld 29:23
The effect of the platforms is that this thing starts … I think the psychology behind with changing for example, the adding to that flag of Ukraine or Black Lives Matters is starting to be a little bit like, cool and trendy. You’re not part of the movement if you’re not doing it.

Martin Henley 29:53

Ionut Danifeld 29:54
What’s the real contribution? I think that everyone should ask your themself, okay. If I’m doing this kind of action on my social media, what’s actually the impact?

Martin Henley 30:07

Ionut Danifeld 30:07
So to give you an example, I suppose one of my friends from Instagram or one of my followers, the ones that I follow what he did, he did the Google sheet with all of the organisations that you can share. So, for me, that’s impact. You know what I mean? I mean, like, he actually did something measurable. If someone like me, because I, when I was I wanted to donate, I was actually going and searching where the hell can I donate.

Martin Henley 30:40
Yeah, yeah.

Ionut Danifeld 30:41
So so the resource that person did, is something that is actionable, measurable, and impactful.

Martin Henley 30:50
Yes. The idiocy of the situation, is that we are empowered to actually have an effect but actually, we are conditioned to just move on, and not be impacted at all. One of the amazing news stories, but the cool thing about doing this is it causes you to go and look at news stories. One of the amazing new stories I saw is how Romanians are opening up their homes, to Ukrainian refugees. There is always there is always amazingly positive and powerful things also going on but this is also a feature of the media, that the positive very, very rarely gets clicks, you know, it’s always the negative that gets clicks. It’s always the bad news that we hear. I’m gonna let you have to find a word because I really don’t ….

Ionut Danifeld 31:57
Yeah, I even don’t know what’s the final word. Probably the final word is that you’re responsible for everyone, for every action that you’re doing on social media. I think that the entire situation now in Ukraine is super tragic. I think that each and every one of us, if we feel that is actually tragic, we should have a contribution. So spread the news of organisations and NGOs where you can help and donate. I saw some interesting initiatives, for example, with companies that are hiring. I saw one person on LinkedIn that it was a re-location manager, and he was providing free services for refugees that want to be reallocated. Use your expertise to actually to create an impact and stop changing that fucking flag on Facebook because that doesn’t create any impact.

Ionut Danifeld 32:53
Yeah. Okay, good. All right. So that’s something that people can actually do.

Ionut Danifeld 33:16
Okay, so do we go for two more news? One mine one yours?

Martin Henley 33:22
Now we’ve done your first one. Well, I think we’re on my one now, aren’t we?

Ionut Danifeld 33:26
Yeah. Okay. So getting up.

French regulator rules Google Analytics illegal.

Martin Henley 33:29
Let’s see if I’ve got this right. Now, I haven’t. No, it’s annoying. Okay, so let’s come back to you and I and I will just read this story. French regulator rules Google Analytics illegal. What they’re saying France’s data protection watchdog has concluded that Google Analytics can’t be trusted not to share Europe’s, Europeans personal data with the US government. In a statement the CNIL rules that an unnamed French website should not be allowed to use Google Analytics, as it breaches article 44 of the General Data Protection Regulation, GDPR. Sharing European data is only permitted where the other country has privacy laws deemed essentially equivalent to the EU’s. However, the US has far lower privacy protections, leaving EU users in the dark about whether their data is being collected, how it’s being used, and with whom it’s being shared. Although Google has adopted additional measures to regulate data transfers in the context of the Google analytics functionality, these are not sufficient to exclude the accessibility of this data for US intelligence services the CNIL says In a statement.

Martin Henley 34:43
Two things occurred to me when I saw this. Firstly, how did we miss it because this has been going on since January and neither of us picked it up. It started with an Austrian government decree that it was illegal. Three things occur to me. The second second thing occurred to me is that this is a strike right at the heart of digital marketing. Like if you can’t now know how many people see your website, which pages they’re looking at. I mean, this basically cuts digital marketers off at the knees, I would say. I mean, it’s not, it’s not a existential blow, digital marketing can exist without Google Analytics. But it’s a step change for sure. The third thing that occurred to me was, okay, so there’s four things that occurred to me. The third thing that occurred to me was, so what are government’s actually empowered now to take down the millions of websites that exist in GDPR? So can they actually put this into effect? And then the fourth thing that occurred to me was kind of what actually …. Okay, so there’s two aspects to this. So there’s five things that occurred to me. The fourth thing was like, so what? What data is actually being collected through Google Analytics? It goes to IP level but not beyond that as far as I’m aware, I don’t know if there’s some superduper version that actually identifies people, I don’t think there is. The fifth one, is that there are much clearer a breaches which haven’t been addressed like email, for example, like it is illegal, like illegal, you can’t phoe a policeman, it’s not lawful to, to ship data across borders, according to GDPR. Everyone does that if you use MailChimp, their servers are in the States so you’re essentially shipping your data to the United States and so, so those should be, those should also be not usable. What do you think? What occurs to you when you hear this news?

Ionut Danifeld 36:54
It occurs to me this is bullshit. This is what ocdurs to me.

Martin Henley 37:01
So it occurs to you that it’s bullshit?

Ionut Danifeld 37:05
It occurs to me that it’s bullshit because you don’t have only Google Analytics. You have so much analytics, yes, Google Analytics is the most powerful, but you have some other services that provide analytics services. At the end of the day, you have also YouTube Analytics, if you want to see what order the user coming from, if you have a Shopify store, you can see analytics where you have if you have a WordPress store without plugins that so you see on analytics. Why only Google Analytics is the one that is basically blasted, and why us or the government or the EU, or French government, giving also some other five names of potential companies.

Martin Henley 37:53
Okay, so, yeah, so you’re going straight to point three, which is can government’s actually affect a change, even if they decide that this is illegal? The reason that they’re just going for Google Analytics right now is because their tiny minds can’t cope, you with the, you know, they can’t cope with the, what’s the word, not pernicious, but they can’t cope with how integrated with our lives these platforms are. The best they can do is okay, well, that one tiny bit let’s think about that for a second. You’re right behind that tiny bit, there is the monolith of everything that’s going on, in these platforms. So okay, so interesting. So you don’t think this is a significant threat to digital marketing? Do you think they? What what will they do? How would they?

Ionut Danifeld 38:50
How are they actually going to tell me, you know, like, we’re going to what you’re tell me that they’re going to hire a bunch of experts and they’re going to use, I don’t know, Google Tag Assistant to go on every single site on YouTube and on sorry, on Google, and on the world wide web. On and we’re basically going to see, okay, this French website, or German site or Romanian website, or Irish site has a Google Analytics tag and bam we need to give them a fine.

Martin Henley 39:24
No what they’re gonna do is they’re going to go to Google, and they’re gonna find them 800 million euros and then they’re going to think they’ve done a good job, and then Google are going to carry on the way that they did forever, because 800 million is like 20 pence to Google. I don’t know, maybe they aren’t gonna shut it down. They’re just gonna say, you’re not allowed to use this service in Europe, how would they even do that? It just seems to me that governments are particularly poorly equipped to tackle these tech giants. These tech giants are way bigger than they are.

Ionut Danifeld 40:07
They don’t understand. Man, I wouldn’t go into details, they don’t think they understand the fundamentals.

Martin Henley 40:15
Okay. I don’t think that the understand the very fundamentals. They don’t understand the fundamentals that Facebook at its peak had 2 billion users, you know, so Facebook is way bigger than any country on the planet, or as big at least as China, and certainly much bigger than every other country on the planet. If you think of it in terms of population. If you think of it in terms of wealth, these companies are wealthier than probably 90% of the countries on the planet. They are, you know, they are too, I don’t want to say they’re too big to fail, because I’m really hoping they will fail but they are too big to be taken down by governments. 100%.

Ionut Danifeld 41:02
If, and I’m only saying if they’re going to block Google Analytics, which I really don’t believe it, I’m absolutely sure, going to be be a big, big hit for digital marketers because it’s still the number one tool. At the end of the day, honestly my mind, my limited mind cannot comprehend how the fuck are going to do it.

Martin Henley 41:32
Let’s just imagine they can do it. We’re saying it’s an assault on digital marketers, but actually, it’s an assault on businesses.

Martin Henley 41:41
What happens?

Martin Henley 41:41
You just zoomed much closer?

Ionut Danifeld 41:43
Yeah, what the fuck happened?

Martin Henley 41:45
I don’t know. You don’t have to swear, bro. It’s not necessary for you to to swear. I don’t know it just zoomed in on you. Anyway, that’s fine. Let me see if I can fix it.

Ionut Danifeld 42:01
You should put a circle of 18. You know, like next to my

Martin Henley 42:05
A circle of 18?

Ionut Danifeld 42:10
Only 18 above should listen to me.

Martin Henley 42:13
Okay, good. All right, well, maybe just don’t swear. And also, while we’re on the subject of what you should say and what you shouldn’t say, could you please practice now between now when we speak again, it’s at the end of the day, or in the final analysis. That will save me about 10 minutes when I come to transcribe this. Okay. So you say in the end of the day, it’s at the end of the day. Okay, good. Right. So let’s imagine so we’re saying this is an assault on digital marketers but in effect, this is an assault on businesses, because it’s businesses that benefit from digital marketing. So this would have an economic impact if you take away one of the the major supports of these businesses marketing investments, that’s what I think. Then to go to my point number five, like it has been a regulation that you’re not allowed to ship …. Okay, I’ve got a guy who specialises in this, he trained as a lawyer, and he specialises in marketing, compliance, regulations, these kinds of things. I don’t get any sense whatsoever for as much as they bluster about having these rules that anyone has ever been fined for spamming people. Nobody’s ever been fined for shipping their data, their clients data overseas, nobody’s been fined under GDPR. As far as I’m aware. I had a GDPR issue with one of my credit companies, where I said, I want the information you’re holding on me and basically they said, now I’m going to square, they said, fuck you. I said, I’m entitled to this under GDPR and they were like, fuck you. So I didn’t get it. So it feels to me like this is always completely ineffective. I don’t know. But it is marketing news because this is the cornerstone of digital marketing, this idea of analytics. It applies to everything, but right at the very foundation is Google Analytics, this is where everything came from. Lots of the alternatives like you’re saying, they aggregate Google data, typically, as well. Anyway, so yeah, I don’t know. I mean, I do know you’re saying it’s bullshit.

Ionut Danifeld 44:29
You said it, not me. I think that I said everything. I mean, like.

Martin Henley 44:37
First thing you said is it’s bullshit and now I’m agreeing with you. Okay. I found a bullshit story.

Ionut Danifeld 44:42
Yeah, that’s good, that’s a bullshit story. Union Europe went like any other like also when Facebook was interviewed by the Senate, by the US Senate, or I don’t remember.

Martin Henley 44:55
Yes, yes.

Martin Henley 44:56
It was an institution. They didn’t understand how Google Facebook ads is working and what’s the deal with Facebook ads? It’s exactly the same principle. Right? There is no difference whatsoever. When, for me a government is saying like, we should stop Google Analytics I call it bullshit.

Martin Henley 45:16
Yeah. Yeah. 100%. I mean, it’s just like, I think the horse has bolted with these things. I think if governments are going to … governments can like we’ve both spent time in Indonesia, you know, governments can shut down, the Indonesian government has effectively shut down anything it deems to be inappropriate. So that’s Vimeo and that’s pornography. It’s just not, without using a VPN, it’s just not available in that country. China has effectively abolished or maybe ineffectively abolished, Facebook and Google and all those things. So governments can, but they don’t seem to have the will to do that. You know? Okay, good.

Ionut Danifeld 46:08
By the way, Pornhub is blocked in Russia.

Martin Henley 46:11
Is it?

Ionut Danifeld 46:13
Yeah. So for example, when they use it, when a user from Russia is going to Pornhub to do the job. It’s saying, like, here’s what’s happening in Ukraine.

Martin Henley 46:30
So as a sanction they’ve blocked Pornhub. Okay.

Ionut Danifeld 46:35
Man, the last 10 years of Pornhub marketing, I find it ridiculous. Funny. I mean, like, you should give a word to the guy or to the team of marketing from Pornhub.

Martin Henley 46:45
Yeah. Well, I actually train two people from Pornhub one time.

Ionut Danifeld 46:50

Martin Henley 46:50
We’re not talking about that today. Okay, good. All right. So we are on your second story, brother.

40% rookie advertisers at the years Super Bowl

Ionut Danifeld 46:57
Are you following the Super Bowl? Let me see how interesting is this story for you. Not Super Bowl, not Super Bowl, Super Bowl, the ads of Super Bowl.

Martin Henley 47:07
I really don’t care. I play a lot of squash as you know and I remember thinking as a kid that racquetball was so much cooler than squash. I’m playing a lot of squash now. And I’m looking at a lot of squash and it fed me some racquetball. And it really made me realise what stupid game racquetball is. Basically all Americans do is take games and make them bad, make them worse is what I think. So I have not interest in the Superbowl, we have a friend who’s very interested. What’s the marketing angle on the Superbowl that we should be interested about?

Ionut Danifeld 47:39
The ads on? Yes. Okay, good. I want to give you some numbers.

Martin Henley 47:45
I’m gonna give you a number. I heard that the show by the rappers Snoop Dogg and Dr. Dre and all those things cost $7 million and was funded by themselves, by those rappers.

Ionut Danifeld 48:01
Not by Pepsi?

Martin Henley 48:03
I don’t think by Pepsi. I don’t know. I mean, I don’t know. But that’s what I heard. Anyway, you give me the numbers, you give me the numbers.

Ionut Danifeld 48:12
So the numbers are 68 ads shown, 44 minutes of national air time. 56, this is something that is interesting, 56 unique advertisers. Right? The the viewership of the game was four percent up on last year, I don’t give a shit. Freshmen advertisers, there were some new, fresh advertisers. Rookie advertisers, meaning new companies, represent around 40% of all advertisers this year. Interestingly enough, they are some big … for the first time crypto advertised. Ads that drove the most online engagement is Coin Base. Google, Coin Base is a exchange, right? Google. FTX, which is another exchange, number three. The first three, two of them are crypto.

Martin Henley 49:27

Ionut Danifeld 49:27
Number nine is eToro. Meta also advertise which is quite surprising that Facebook is advertising on national television, and they broadcast and they advertise their Meta platform.

Ionut Danifeld 49:42

Ionut Danifeld 49:43
It’s not it’s number seven that got the most engagement engaging. The top brands also mentioned on Twitter, Cincinnati, Coin Base is number six, Twitter and a bunch of others. The angle that I’m seeing the same, the angle that I’m seeing is, I’m going to do the same like you so three angles. Let me see if I have more.

Martin Henley 50:08
We have to guess. We have yep, yep.

Ionut Danifeld 50:12
So 40% are new advertisers, you have a lot of crypto, quite surprising the fact that Facebook advertise their new platform where they basically have 2 billion users but they tend to spend their money on broad media.

Ionut Danifeld 50:28

Ionut Danifeld 50:31
These are the three.

Martin Henley 50:36
Okay, so what do I think? I think we’re going to see a trend where advertising spend goes back to mainstream media, because I think digital in terms of ad spend, like actual ads, not PPC, but social media ads, display ads, I think we’re going to see that budget going back to, to mainstream media.

Ionut Danifeld 51:07

Martin Henley 51:09
Because it’s becoming so much less effective, because of the restraints on the way they use cookies, the restraints on Apple, limiting the amount of data that Facebook allowed. I think it’s going to become much less effective and if you are investing a lot of money in creative, which is what people are going to have to do now, they’re going to have to as they’re not going to be able to be so targeted with their ads, so their ads are going to have to be so much better, their messages are going to have to be so much better. If you’re investing that amount of money in media, then you may as well distribute it across all of the platforms that are available to you. I see that going now to, in your case, your advertising in a cinema, you know, and I see that’s going to go on, I see that if you’re not gonna be able to guarantee who you’re landing that message on on social media platforms, or display platforms, then why not just use all of those broad media, advertising type approaches? So I see this going on. Meta advertising is kind of an admission of that I think that … is that not an admission, this is this is an effective way to advertise. All we’re talking about here is is awareness type marketing, that’s all it is. So why not just if you can’t discern this is exactly our audience on any of the platforms why not just spread your spend across them all? That’s what I think.

Ionut Danifeld 52:42
Yeah. Interesting that you mention awarness because one of the news that I sacked was from the Airbnb CFO. He said that we were we were right to shift spend from performance to brand building, brand awareness.

Martin Henley 53:00
Yes. This was one of the stories we had Starling bank didn’t we? Where they were saying, I don’t want to talk about how poor Facebook are every time we speak but you know, Starling bank’s defence was they’re failing to protect our customers from fraudsters so we don’t want to advertise there anymore. Then when they took that spend away and put it in more traditional channels, they didn’t miss it, you know? So I think this is what’s going on. I think there is like a reputational risk to using these platforms, you know, if they if they can’t guarantee that the content that you’re going to be advertising against is going to be appropriate. This happened, I don’t know, if you saw one of the American fast food chains their ad was ran as an inset over the horrors which are happening in Ukraine now. So clearly, that’s damaging their reputation. Their brand? Yeah. So I think that I see this happening more and more and more, if you can’t guarantee that your message is landing on exactly the right people using these specific platforms, and it’s going to run against appropriate media, then, you know, why not just diversify and and run it across all of them. What the starling bank said is, you know, we see that we’ve moved beyond those platforms, you know, I think brands get to a point where they see that they should be reaching much broader, broader, less targeted markets, through TV advertising, radio advertising, billboards, cinemas, magazine advertising, you know, all that sort of stuff maybe. I see it going that way.

Ionut Danifeld 54:51
The main main problem is that we discussed on the previous subject the main, main problem is at the end of the day ….

Martin Henley 55:00
Yes, perfect. Well done good.

Ionut Danifeld 55:06
Is that analytics is still the backbone of anything marketing. Right? The problem with this mass media is that you cannot track. So it’s a little bit of …

Martin Henley 55:18
Yeah. But what we’re seeing is you can track less and less effectively using the digital platforms, so that’s what I’m saying. You can still track but yeah, but it’s becoming less effective. Yeah.

Ionut Danifeld 55:33
Okay, what’s your next Yes.

10 minute long TikToks

Martin Henley 55:35
My next news. My next news is TikTok. As reported by Tech Times, everyone’s reported it, TikTok extends their video length to 10 minutes. TikTok has extended the duration of their videos to 10 minutes in the latest of their constant efforts to increase their video length for the past few years. According to CNET, the length of the videos on the popular social media platform has increased from a mere 15 seconds to a minute, then three minutes last July. Company spokesman recently talked about the change meant to bring value to the community and enrich user experience overall, new 10 minute videos, blah, blah, blah, other people who are reporting this. Matt Navarro is saying, TikTok creeping in on YouTube territory, you can now upload videos 10 minutes long. So you’ve affected me, you’ve influenced me, because you’ve told me that the algorithm is so good, and you’re a fan of TikTok, and blah, blah, blah. So I went to see what’s going on and TikTok in the things that we’re interested in like marketing, search engine optimisation, blah, blah, blah, blah. The algorithm isn’t being kind to me, I’m seeing all sorts of junk every time I log in, I still have to search but that’s fine. What I’m going to do is on a Friday, for a bit of fun, I’m gonna do middle aged man reacts to SEO advice on TikTok or something like that. So I’m just going to sit here and watch some of these videos because the question came up again recently, because I teach digital marketing, can you learn digital marketing online? So that’s kind of what I’m going to do? It seems to me that there’s a very real, very big difference between producing a one minute long video and producing a 10 minute long video, it changes the very nature of the platform. What do you think you’re the TikTok fan?

Ionut Danifeld 57:24
Before that, the Friday thing kind of like a midlife crisis that you’re having, that you’re going where the cool kids are going?

Martin Henley 57:34
No, I’m not having a midlife crisis but what I am doing is I am talking, with my Talk Marketing thing, I seem to start every one with 15 years experience, 20 years experience 30 years experience. So it feels to me like I’m excluding anyone who is new to this. Really, it’s just an excuse to get more content on my channel, you know, what are the kids up to is kind of what it is, and how useful or relevant is it. I’m not going to react to things other than TikTok as well. Maybe I’m going to reach out to some of these TikTokkers and see if they want to come and talk to me on the Talk Marketing thing. All I’m looking to do is get more and more content here that’s going to be useful or of use to marketers, that’s all. It’s not a midlife crisis.

Martin Henley 58:29

Martin Henley 58:30
It’s not a midlife crisis Ionut. It’s not a midlife crisis.

Ionut Danifeld 58:34
The more that you say it, the more I don’t believe

Martin Henley 58:37
I’ve got the sports bike, I’ve got everything, you know, I’m fine. It’s not a midlife crisis.

Martin Henley 58:43
Okay, just repeat it.

Martin Henley 58:45
It’s not a midlife crisis Ionut.

Ionut Danifeld 58:48
So the way that I’m seeing is is that for Tiktok I think that it’s a smart move. They’re having more than more audience, and having more and more users. I think that were purely giving the flexibility to the users. The users, they want to express more. I’m sure that we were looking back into the data and I’m sure of that. I saw some videos that were saying like, okay, it’s one minute video, I need to wrap it up it ended up. I really hate, one thing that I really hate on TikTok, is that trend with part one, part two, part three, part four. Right?

Ionut Danifeld 59:29

Ionut Danifeld 59:29
I’m always falling into that trap because I want to see what is next year. I know that I’m pushing the engagement to this account. I think that is a really smart move from their side. They’re moving to big players here. Twitter put up the number of, the limited number of characters a few years ago for exactly the same reasons, right?

Ionut Danifeld 59:56

Ionut Danifeld 59:57
Was it Twitter competing with Facebook? Still a social network, right? Yeah, yeah. Competing with YouTube, yes or no, at the end of the day, right.

Martin Henley 1:00:11
At the end of the day,

Ionut Danifeld 1:00:13
At the end of the day, what do you say?

Martin Henley 1:00:16
You said in the end of the day again?

Ionut Danifeld 1:00:18
At the end of the day, yes, good. It feels like a grammar lesson, this conversation that we’re having

Ionut Danifeld 1:00:25
It’s okay.

Martin Henley 1:00:25
So what do I think, I think. If there’s charm, if there’s, hmm. Everyone’s going in different directions. So TikTok are going up from 15 seconds to a minute to three minutes to 10 minutes, YouTube, Instagram, and Facebook are all going in the other direction to enabling people to make specifically short videos. I think if there is a unique if there is a unique in the success, the root of TikTok success, I think it is this fast format. It’s like, bang, bang, bang, bang, bang, you know, I mean, it’s 15 seconds, 30 seconds, however long. I think part of what attracts me to the marketing content, is you have to be quite, I think, creative, to be able to deliver something of value in a minute. What I’m against is this one marketing secret, do this one thing, and you’ll be successful. What I’m really motivating people to do, a little bit like people’s health, and going to the gym, is sit down, work out what it is you really want to achieve, and make a really good plan to get there and invest however long it takes weeks, years, months, months, years, whatever it is, yeah, but know that you’re on the right plan. So that’s what is attracting me, is the creativity that’s involved in being able to convey something useful in a minute. So that’s what I’m interested in. The thing is, all that’s going to happen is that everybody who’s uploading 10 minute videos to YouTube, will now also upload them straight to Tik Tok, I think. So all they’re really doing is enabling 10 minute long video producers to come on to their platform, maybe.

Martin Henley 1:00:48
And content to be shared across across platforms. So to give you an example of what we’re basically doing, and we tested it out.

Ionut Danifeld 1:02:33

Ionut Danifeld 1:02:35
We have all of these videos on YouTube also on Tik Tok. What we are doing now is basically we are uploading the videos on YouTube shorts.

Ionut Danifeld 1:02:47

Ionut Danifeld 1:02:49
Not even need editing it. You know, like, we are basically living that if that TikTok watermark.

Martin Henley 1:02:55
Yeah. And and I think that’s okay but did you say that you found it less effective when you were posting the same content across all the platforms previously?

Ionut Danifeld 1:03:07
It is. Yeah. It is, because it’s influenced by a couple of factors by trend, by the sound that you’re using? So it is a little bit less effective?

Martin Henley 1:03:21
Yes, yes. My mission is now with these Talk Marketing things is that they’re an hour and 15 minutes long. I really like the long form thing, I really enjoy Joe Rogan. Joe Rogan is the biggest platform on any of these platforms, is the biggest, most successful individual, I think with 11 million views.

Ionut Danifeld 1:03:43

Martin Henley 1:03:43
Yeah. So I like the long format. But what I’m seeing, or what I’m thinking is that I need to cut these down, so I need to cut them down into 10 minute sections but now there’s 30 of them and I’ve got another six to edit already. Then I need to pull out like minutes. So what is the most valuable minute in this hour and 15 minutes. The issue there is, it’s going to take me at least an hour and 15 minutes to watch them and decide, it doesn’t work like that because you don’t know what the most valuable thing is, until you’ve watched it two or three times. I think it’s an interesting move. I think what might be behind it is Vine. Vine couldn’t sustain itself on these short form videos, you know, so maybe they’re seeing, they haven’t quite resolved the advertising issue have they, or the revenue? So maybe that’s what they’re seeing is that they have to have longer content to be able to justify to advertisers, to hold audiences maybe.

Ionut Danifeld 1:04:42
Yeah, yeah. Good.

Ionut Danifeld 1:04:45
Can we take one more and we wrap it up?

Martin Henley 1:04:48
We can take one more and then one super short one. I really want to talk about Donald Trump’s thingy.

Ionut Danifeld 1:04:55
You really want to talk about Donald Trump?

Martin Henley 1:04:58
Yeah, very quickly. Okay. So your third story is?

Ionut Danifeld 1:05:02
LinkedIn acquires Israeli web analytics startup Oribi, for, let’s say 90 million, to expand their marketing technology. Orby is a Tel Aviv startup that specialise in marketing attribution technology. You know that Facebook has a different attribution model. Google has another attribution model. YouTube has another attribution model, etc, etc. So you as a marketer, especially if you’re in E commerce, you don’t know which one, because if you’re combining the data, because both of them in Google Analytics, they have different attribution data, you’re going to see, if you’re going on Facebook, you’re going to see, let’s say 30 conversion based on Facebook, but you’re going to go on Google Analytics, and you’re going to see only 20 conversions in Google Analytic coming from Facebook, because that’s basically that admission number. So what Oribi is doing is unifying and providing attribution model for everyone. The idea behind it is that, according to TechCrunch, because this is a website, where I found it. The deal is interesting on two levels. First of all, it’s a signal of LinkedIn continuing to invest in its marketing and advertising services, and an area that is growing at a fast clip for the company. Second, the acquisition of Oribi specifically points to sea change in what LinkedIn is setting out to do in marketing. All the mission is to have described previously has been democratised web analytics. In other words, it wants to make easier for smaller companies to build and run customised Analytics to measure the impact of their marketing strategy, something that larger companies might have teams to execute, but smaller organisations typically have to forego because of their lack of resources.

Martin Henley 1:07:06
Yeah, right.

Ionut Danifeld 1:07:07
So we discussed recently about analytics. We see these smart guys from governments, from French government or EU, they want to, they want to block Google Analytics. Notably, Oribi compete with the likes of Google Analytics, which means that now LinkedIn, and by association with Microsoft, is also squaring up against one of the aspects of the Google digital advertising and marketing machine. Quite interesting, right?

Martin Henley 1:07:43
Quite interesting. I mean, this is the mission of these, all of these ad platforms, is attribution. The question is, how many display ads did they see before they realised that they wanted this thing? How many YouTube videos did they watch, how many before they got into the direct response, before they did, clicked on the PPC ad and said that I wanted to do something. So this is a mission, it is incredibly complicated I think. Complicated to the point where I would say, or I would have said previously, impossible, because a lot of this analytics is only happening at the IP level. So the thing about Google Analytics, I suppose, if we think about it sensibly, is that if you are logged into Google and you’re doing these searches, they do know exactly who you are. So the point is, until you’re logged in, until you click, until you register, they don’t know who you are, beyond IP level. So that has been the challenge. I don’t think it’s insurmountable.

Martin Henley 1:08:46
The interesting thing for me is why is it LinkedIn buying this and not Microsoft? Because LinkedIn, for me is the worst of all of these advertising platforms. Like seriously, I’ve only ever been, and I use the word advisedly, raped when I’ve advertised on on LinkedIn. I’ve given them way too much money and got way too little value. So LinkedIn is the least effective platform for advertising and everyone I speak to about LinkedIn says the same thing. This would be beautiful for, who would it be beautiful for? For digital marketers, for people who are spending significantly significantly on ads? Because the issue currently is that you can only really attribute the last action. Something like HubSpot is good at this if you run the HubSpot database, because you can see, only by going to that one record, and only by going all the way through, you can see when they visited your website, and what pages you’ve been on, which emails they’ve opened and, and all those kinds of things and where they came from originally. So yeah, this is the mission. This would be huge for digital marketing if they were actually able to sort this out. But something tells me because it’s my Microsoft and LinkedIn, they probably won’t

Ionut Danifeld 1:10:06
They are going to probably fuck it up, exactly the way but may fucked up LinkedIn, such a beautiful platform before.

Martin Henley 1:10:14
Yeah, I mean it was OK.

Ionut Danifeld 1:10:16
I think that the way that we could see it is that, it’s quite interesting the move especially of, it’s interesting that you call it LinkedIn, it’s actually a really fair point to be honest with you. I didn’t actually think about it why LinkedIn acquired it and not Microsoft. To be honest with you. I don’t have any answer for you. Something that I need to think. But I think that the way that we see it as marketers is that how important is that mission model to see in digital space? Where do we want to put our money in? Right? Yes, which channel is actually performing? Because once again, you’re going Google Analytics, you’re going to see that Google is Google ads is performing better than Facebook, but you’re going to go on Facebook, and you’re going to see that Facebook is performing better than Google. So which attribution model is the right one for you? There is no right or right, correct or right answer right, you have linear attribution model, you have last click attribution model, you have first click attribution model. So which one is it? Right? So I think that Oribi is kind of like playing unification, because I’m familiar with this kind of attribution models.

Martin Henley 1:11:32
The issue now is that the only attribute, the only attributor that you can really identify now is the last one. So all of the brand type stuff hasn’t been measurable. You know, you can see how many impressions you’ve had, how many times your ad has been displayed, all of this sort of stuff. What you can’t attribute is to the individual, how many display ads did they need to see? How many social posts that they need to see? I would have said, previously impossible to do that, because of the way the data is collected, because, mainly because, but maybe because people are logged into Google more now or they are continuously logged into Facebook, or maybe it is able to, you are able to start attributing the value of all of those things. You’re 100% right. Now, a digital marketer can say, because me if I was running a campaign for someone, I would shy away from anything I can’t attribute. So PPC, 100% all day every day, I’ll do that but like brand advertising or shy away from because I can’t necessarily go back to the company and say, this is exactly the the outcome of this other than so many people, it was displayed, so many times so many people saw it. That’s what I think.

Martin Henley 1:12:54
Okay, good. Truth, Social Trump’s new social media app launches IOS, users are reporting facing trouble signing up to Truth Social. So what’s interesting is this went immediately, because you said previously that there wouldn’t be audience for it. But it went immediately to the top of the best sellers on Apple. Now Apple, we know a more liberal, you might argue Democrat kind of market but it went straight to the top downloads. Then people had issues downloading it and installing it and signing up, which I think goes to the difficulties there are in launching a social media platform. Interestingly, Apple have allowed it to happen. Interestingly, it’s gone to the top. Interestingly, it’s more difficult than they probably thought. Most interesting is it seems to be a really direct rip off of Twitter apart from you don’t have tweets, you have Truths and Retruths. So the question I have is, and this kind of goes back to the first thing that we’re talking about, the question I have is, like if a significant amount of market appear on this social media platform, do we as social media marketers, who might not approve of everything Trump does or says, still have to look at it as a viable method of advertising? Is Trump going to become another Zuckerberg because he launches, effectively launches a social media platform. This is kind of I think Trump has the audience to do this to some extent, that’s that’s what I kind of think.

Trumps Truth Social hits IOS

Ionut Danifeld 1:14:54
Isn’t this the second the second social media platform that he is launching once again, I’m asking you this same thing? He launched it also another one. So he failed without one. I was trying to find what’s the name of the other one?

Martin Henley 1:15:15
I don’t know, I don’t have an actual recollection. Okay, so Donald Trump launched his truth social.

Ionut Danifeld 1:15:22

Martin Henley 1:15:23
Something happened in July?

Ionut Danifeld 1:15:27
Yeah but before that he was launching when he was blocked from everything. He launched another website, it was, I don’t, it was kind of like a voting up down.

Martin Henley 1:15:39
July, July 2021. So that was seven months ago, quietly launched something might be the same thing. My page is loading really slowly.

Ionut Danifeld 1:15:52
This one, by the way, I was I actually went onto the on the truth, social. It’s not available, not available in my country. No, it’s only available. It’s only available for the US. Right. So what was your question? Again, if it’s miserably going to fail, yes, it’s going to miserably fail? Or what was your question?

Martin Henley 1:16:13
My question is, if this attracts a large enough audience, do marketers need to look at this as a as a viable opportunity to market to people? You know, Hillary Clinton described these people as deplorables, didn’t she? So my question is, are marketers going to market to the deplorables?

Ionut Danifeld 1:16:34
Wherever your money is. Where is your market? If that’s where your users are? I don’t know. I think that there is a thin line between business and ethical. Right?

Martin Henley 1:16:51

Ionut Danifeld 1:16:54
If you want to, if you want to do if you want to make money, you need to speak where are your customers, if your customers are Trump supporters, and not everyone is a lot of intelligent people are following Trump. You need to empathise. Again, ask the question Do you support him? Or do you support this action? Yes or no? I don’t think that he’s making this network based on actual, how is it called, on actually thinking that he’s going to make money to be honest. He just wants a platform to express himself.

Martin Henley 1:17:40
Yeah, so that will be the next question, which is like, can he, serial entrepreneur, resist the urge to like, is he just gonna sell out? You know, because this is what’s going on with these platforms, they get launched as an alternative to give people more freedom of speech, less censorship, blah, blah, blah and then they become worth something and then they get sold to YouTube or whatever. I think it’s interesting. It was the drop the dead donkey story. We don’t have to take it too seriously. I know it offends you to talk about Donald Trump

Brits love Instagram

Ionut Danifeld 1:18:17
Brits are the most active users on Instagram quite interesting enough

Martin Henley 1:18:25
Okay, why?

Martin Henley 1:18:27

Martin Henley 1:18:29
You don’t want to talk about it you just want to leave it there?

Ionut Danifeld 1:18:33
I just wanted to leave it there. When diving into Instagram engagement data it is clear the Brits are discovering our local treasure and home comfort. This is definitely influenced by international travel, travelling becoming so complicated with COVID. Brits are basically staying on Instagram because they cannot travel anywhere. That’s basically an explanation because of COVID and all of the restrictions

Martin Henley 1:19:01
I don’t get it. It’s not my experience as a Brit. Who is reporting this?

Ionut Danifeld 1:19:10
Marketing Tech? Oh, can I share it?

Martin Henley 1:19:15
I think you can try and share your screen you might break it

Ionut Danifeld 1:19:21
on the look on the chat, do you something to see the chat?

Martin Henley 1:19:26
Not really no. I’ve got get better with this. Now. I haven’t used it for a couple of weeks. Because you didn’t turn up last week so I’m really played with it. No, okay. I believe you Marketing Tech they want to tell us that the the British people are the most active on Instagram. Okay. Good. Good. love you man.

Ionut Danifeld 1:19:52
Always, whatever.

Martin Henley 1:19:54
It’s gonna be a while do we think I mean we might get one more in between before mini Ionut arrives. Literally two weeks from today is the 16th that’s the day, he’ll be with us little Kian Danifeld

Ionut Danifeld 1:20:15
Yes, never know. Okay, maybe later.

Martin Henley 1:20:18
So do you just want to timeout from now? Or do you want to see if we can get anything done that week? I mean, I just want to let you know that I think you’re insane. If you think you’re going to get anything else done that week.

Ionut Danifeld 1:20:30
Maybe it’s going to be my zone out way. Okay, I’m going to be, you know, like my escape from this conversation.

Martin Henley 1:20:39
Yeah. Oh, no, not an escape. Like you can take time out. You’ll definitely be coming back.

Ionut Danifeld 1:20:46
Okay. Okay, good.

Martin Henley 1:20:50
All right, brother. Thank you so much for your time. Love you, man.

Ionut Danifeld 1:20:53
Thank you.

Martin Henley 1:20:53
Take care and I will speak to you very soon.

Ionut Danifeld 1:20:57
Yeah, like, right


Martin Henley

Martin Henley

Martin has built a reputation for having a no nonsense approach to sales and marketing and for motivating audiences with his wit, energy, enthusiasm and his own brand of audience participation. Martin’s original content is based on his very current experience of running effective marketing initiatives for his customers and the feedback from Effective Marketing’s successful and popular marketing workshops.



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