Hawaii County Prosecutor Mitch Roth, who is running for Big Island mayor, said Tuesday his campaign’s Facebook and Instagram accounts have been spoofed.
“It was definitely scammers,” Roth said. “We’re actually filing police reports on that.”
“The concern was they were trying to get people’s information, and they were trying to get them to call numbers where there’s a scam, as well,” he said.
According to Roth, his campaign also notified Facebook and Instagram about the spoofed accounts bearing his campaign’s name and misspelling his first name “Micth.”
Asked when the spoofed pages appeared on the social media sites, Roth replied, “We started getting notified (Tuesday) morning.”
“They started reaching out to people, so we’ve gotten some additional security for our account, as well,” he added. “I started getting some very interesting messages when this came down from people who are generally not on our (social media pages). We’re not sure whether this started from on island or off island, but we want to make sure people’s information is protected.”
Roth said one thing that occurred is people were receiving messages in his name about the Workers Compensation Appeals Board.
“They were making it look like I was trying to direct them on how to get money,” Roth said.
He said at least one of the messages had a telephone number in the 503 area code, which is an Oregon code that includes Portland, Astoria, and the state capital, Salem. However, telephone numbers and area codes can be spoofed, as well, and often aren’t what they appear to be.
“I looked into it, and if was definitely a scam,” Roth said.
Asked if any of the messages sought campaign contributions paid to parties other than his campaign, Roth answered, “I’m not sure of that, yet.”
“I think most people know that, at this point, we’re trying to give people help, so (the scammers) kind of try to glom onto that …,” he said. “They’re acting as though they are me trying to get help for people. We’re looking to see if they were trying to get campaign contributions, as well.”
Roth said his campaign posts news articles on social media with information about how to get help from government agencies during the COVID-19 crisis.
“But I haven’t reached out to people saying, ‘Go here; call this number and get money,’” he said.
Roth, who has by far the largest campaign war chest — having raised $107,217 by April 25 — is one of 19 people who have pulled papers for a crowded mayoral race.
The incumbent, Harry Kim, announced his candidacy for re-election eight days ago.
Email John Burnett at firstname.lastname@example.org.
According to data released by advertising intelligence platform MediaRadar, spending on podcast advertising was up over 20% YoY in 2021. Q4 ad spend alone was $160 million, making a total of $590 million for the year. It is estimated that more than a third of Americans now listen to podcasts regularly. Technology brands became the biggest spenders, pushing media into second place.
Familiar names among the top 10 highest spending podcast advertisers are Amazon, Capital One, Comcast and State Farm. Most podcast advertising is located midroll with durations of 30 and 60 seconds being most common. Brands seem confident in the effectiveness of podcast advertising, with 79% of advertisers from 2020 continuing to buy in 2021.
Why we care. We say yet again, channels are proliferating. This means fragmented audiences, of course, but also potentially highly engaged audiences. Podcasts create the opportunity for focused contextual advertising as well as for more general brand messaging.
Speaking of messages, consumers (and B2B buyers) are delivering a clear one. Meet us where we are.
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
Tristan Silhol, senior manager of consulting at data company Artefact, recently worked with hygiene, health and nutrition CPG company Reckitt to revitalize their marketing campaigns. Their goal was to move Reckitt from a mass-market marketing approach to more personalized customer targeting.
“Typical strategic marketing teams are focused on assumption-based marketing,” he said in his presentation at our MarTech conference. “So, essentially building media campaigns and personalization based on external factors such as consumer surveys, brand knowledge, demographic data, national demographic data, statistical data, and consumption data.”
He added, “This is great to build broad campaigns, but it might not be sufficient when current customers expect a lot of personalization and a certain level of relationship.”
Moving from assumption-based marketing to data-driven marketing is no simple task. It takes a lot of coordination and resources to focus less on external factors and more on individual customer data. But, with the right strategies in place, marketers will have a much easier time adjusting their campaigns.
Adopt data-driven marketing strategies
While “data-driven marketing” sounds like a commonplace tactic, it’s actually a relatively new way of structuring campaigns. Traditional marketing relied on assumption-based strategies to figure out what customers wanted. Now, new marketing technologies allows brands to make decisions based on real-time customer data.
“More and more brands are innovating with data-driven marketing practices, trying to put data at the center of that marketing process,” said Silhol. “What this means is consolidating three types of data, one being first-party data — transactional data, CRM, and other digital assets that you may own as a company. They’re merging this with second-party data from retailers such as Walmart or Amazon. Programmatic technologies are also expanding their reach with third-party data and open-source data.”
“This data-driven marketing piece represents a very large piece of the untapped opportunities for brands, and it requires a lot of capabilities and innovation,” he added.
According to Silhol, CPG companies often have a difficult time translating traditional consumer and market insights-based segmentation into addressable audiences due to lack of a data-driven approach: “Often those companies end up arbitrarily targeting segments online and having this disconnect between what is available in terms of addressable audiences and their marketing segmentation.”
To combat these challenges, Silhol recommends marketers turn to their marketing operations setup to see how optimized it is for analytics and data procurement.
Center digital marketing operations on data and analytics
In the same presentation, Guilherme Amaral of Reckitt discussed how he worked with Artefact’s team to introduce customer data and insights into their campaign automation.
“We started a whole program of digital transformation focused on transforming the way we run digital media campaigns,” he said. “This was just the first step in terms of setting up successful campaigns.”
He added, “We also talked about the right data, the right processes, the right technology, and internalizing some of these capabilities as well.”
Internalization was a major piece of Reckitt’s marketing ops transformation. By internalizing operations, it was able to reduce spend on external measurement tools, centralize customer data, build audiences with its own AI, and measure data independently.
“We ran an assessment, looking at what a few other peer companies were doing,” Amaral said. “In simple terms, we needed to internalize the martech, so we standardized and internalized a lot of our technology. Then we needed to develop technology or capabilities to drive consumer segmentation and audience building — that’s what (Artefact’s) audience engine is.”
Artefact helped Reckitt implement audience management technology to help scale these data-driven marketing efforts.
“It’s about having the ability to centralize first-party, second-party, and third-party data in your data warehouse,” Silhol said. “Then build your audiences, integrate them in your current operating model, and generate insights from those audiences to have that constant test and learn approach. Then you’re able to orchestrate those audiences in an automated fashion.”
With upcoming consumer data regulations, marketers need ways to take advantage of all their customer data, especially if they hope to deliver personalized experiences. Audience management platforms (such as the audience engine), combined with data-driven marketing strategies and operations, have the potential to address this with improved campaign efficiency and personalization.
“We’re studying the foundations of the audience engine and our first-party data strategy,” said Anna Humphreys, who also works at Reckitt, in the same presentation. “They are what we need to prioritize to succeed with the website.”
She added, “We’re still working and evolving because the audience engine has been so impactful for our business.”
About The Author
Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.
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