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LinkedIn focused inbox; Two new metrics in GA4; Three new ad options on Twitter; Spotify Wrapped is here; Best ads of the week & more

Welcome to this week’s Digital Discovery.

Here we cover everything you need to know in the world of digital marketing over the last week. Plus we look at some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

LinkedIn rolling out focused inbox

LinkedIn are reportedly rolling out a new ‘Focused Inbox’ which aims to help users filter out relevant messages from spam.

The feature was mentioned earlier this year in Tomer Cohen’s Building LinkedIn newsletter and is now being rolled out worldwide.

When logging into LinkedIn you might be prompted by a notification to try the new layout.

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LinkedIn Focused Inbox

Focused Inbox is an intelligent, dual-tabbed inbox that categorises incoming messages into two tabs: “Focused” and “Other”. Users can easily move messages between the tabs. Over time, AI will be used to make your inbox smarter based on how you use it.

Two new metrics now available in GA4

Google Analytics 4 (GA4) has provided marketers with two new metrics available in Explorations and Reporting Customisation.

The announcement was made on Twitter Carly Boddy – Product Manager for Google Analytics.

The two new metrics are:

  1. Views per session – tracks the number of app screens or webpages people look at during a single visit
  2. Average session duration – measures the time users spend on the website.

Three new ad targeting options on Twitter

Advertisers should be aware of three new ad targeting options released by Twitter:

  1. Website Conversions – a rebuild that allows you to optimise for lower-funnel conversions like add-to-carts and purchases.
  2. Dynamic Product Ads – showcase relevant products at the right time. Options include retargeting, prospecting and product feed integration. Twitter claim that “cost-per-acquisition improved by 30-88% for advertisers who used Dynamic Product Ads”
  3. Collection Ads – a new format that enables advertisers to share a primary hero image, along with smaller thumbnail images as a carousel below it.
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Twitter Collection Ads

Advertisers already using platforms from Google, Meta and Microsoft shouldn’t rule out Twitter Ads. It’s always worth testing your campaigns across multiple platforms to see how they stack-up against each other.

Musk reveals slides on the future of Twitter

Twitter CEO Elon Musk reveals six ways he plans to turn Twitter into an “everything app”:

  1. Advertising as entertainment
  2. Video
  3. Longform tweets
  4. Encrypted DMs
  5. Longform tweets
  6. Relaunch Blue Verified

Find out more by viewing the tweet

Ads of the week

Erste Group #believeinchristmas

Spotify Wrapped

Spotify’s annual ‘Wrapped’ campaign is here. This campaign is pure genius and is the perfect example of how a business can use customer data in a fun shareable way.

With that being said. Here’s some screenshots from my own Spotify Wrapped:

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Key content dates:

  • 05 December 2022: International Volunteer Day, World Soil Day
  • 06 December 2022: St Nicholas Day
  • 09 December 2022: Christmas Card Day, Christmas Jumper Day
  • 10 December 2022: International Animal Rights Day, Human Rights Day, Nobel Prize Day
  • 11 December 2022: International Mountain Day

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.


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