🔊 Smart speakers still have no legs as a marketing channel

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Plus, Google removes 500+ Chrome extensions that promoted malicious advertising.

Feb 17, 2020

Good morning marketers, why aren’t smart speakers a marketing channel, yet?

Is it an excess of caution or a lack of imagination? Or maybe both? In 2019, smart speaker sales reached 147 million units globally, reflecting 70% growth over 2018, according to new data from Strategy Analytics. The firm said that Amazon retained the market share crown with 26.2%, down from 33.7% in 2018. That was followed by Google with 20.3%, which was down from 26% last year.

With more brands creeping into the smart speaker space to share the market with Amazon and Google, it’s still wildly unclear why we’re not seeing any good data or case studies around monetizing smart speakers — other than device sales. Marketers and brands are likely aware that they need to create voice/smart speaker experiences that aren’t purely about novelty and actually do something useful. Perhaps that’s holding many of them back. But there’s a major opportunity here that’s not being developed, and it’s not entirely clear why.

Google has removed more than 500 malicious advertising (aka “malvertising”) Chrome extensions from its Web Store following a two-month investigation by Cisco’s Duo Security team. The harmful malvertising extensions were active for at least eight months or longer, and were responsible for redirecting millions of users to malicious sites. The extensions are no longer available and existing users will see them marked as malware on their devices, but marketers should be concerned that our reputation suffers when breaches occur and bad advertising gives millions of users bad experiences.

Keep scrolling for more, including a look at Instagram’s reverse-chronological feed test, and Facebook’s new app.

Taylor Peterson,
Deputy Editor

Soapbox

Acquisition is great, but retention is better

The best strategy is not how do we gain more traffic that lands on our site one time but rather, how do we build more engaged relationships with the users who are already there. Increasing the repeat visitation of your existing users is far more cost-effective and easier than acquiring new ones.

The economic models overwhelmingly favor the investment in retaining a customer over acquiring a new one. So why don’t publishers spend more time retaining their audience?

The industry is filled with “how to acquire new users” but we don’t spend enough time focused on how to maintain the users and audience we already have.

For example, if you can get 4% opt-in across unique visitors over a period of a year, if you have 1 million uniques that would equate to 40k subscribers. Those subscribers are the most loyal and important members of your audience, driving increased engagement and usage from them drive your business.

For a general media site, they are going to see 1% to 3% click-through rates on messages, meaning they can drive significant incremental daily traffic from their most valuable users.

– Josh Wetzel is chief revenue officer at OneSignal

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Search Shorts

Instagram tests new feed feature, Facebook launches Hobbi, Snapchat experiments with a redesign

Instagram tests ‘Latest Posts’ feature. Instagram has been spotted internally prototyping a “Latest Posts” feature, which provides a way for users to see the most recent pictures and videos from people they follow. The feature appears as an interstitial pop-up over the main feed, providing the option to “get caught up” with the most recent posts in their feed.

Facebook launches Pinterest lookalike. A new app from Facebook’s new products division looks an awful lot like Pinterest. According to the Verge, Hobbi is a photo-sharing app where you can “capture and organize your creative process” like cooking, baking, arts and crafts, fitness or home decor, according to its page in the App Store. Aimed at hobbyists, the app organizes photos of projects into collections to track their progress over time. The new app doesn’t have a social sharing component yet.

Snapchat could be getting a new look. Snapchat is testing out a major new redesign which would expand the app from three to five definitively separated sections, and add a black navigation bar along the bottom of the screen, Social Media Today reports. The new navigation bar would link to five sections, including the Snap Map, the chat section, the main camera, Snap Discover (renamed ‘Community’), and the new ‘Discover,’ which would be home to Snapchat’s original content.

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