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Beauty, Fashion Brands Can Lead Way To Metaverse https://ift.tt/qQFlxNP Not long ago, the metaverse seemed a concept of the future. However, new Accenture research reveals consumers are starting to engage now, with the number of purchases in the metaverse looking set to rise in the next year, bringing new opportunities for retailers and brands. In fact, about 60% of millennials want to buy real-life products in virtual worlds. Even among baby boomers, a third of consumers are interested in services such as consulting with experts in a virtual or augmented reality setting on topics such as hair or make-up tutorials. In the beauty space, nearly half of all consumers said that they’re interested in buying virtual “looks” such as makeup or hairstyling that can be applied to their avatar or to themselves virtually through a digital filter. advertisement advertisement This is a more complex and dynamic business ecosystem, but also a richer one. To adapt to it, brand owners and retailers will need to strengthen their relationship with consumers by truly putting “people” at the heart of their marketing strategies. They’ll also likely need to consider new types of partnerships. We’re starting to see interesting examples of innovation, such as one large beauty company partnering with a software platform to create a new way for people to try on make-up on Instagram via augmented reality. With more than half of consumers anticipating spending more time in digital spaces, brands and retailers have a great opportunity to experiment with building deeper relationships with their consumer base. For instance, offering the help of a brand ambassador who consults with shoppers as they view and virtually try on outfits can entice them to visit a physical store or engage with the brand in another way. The metaverse may resemble the early days of online or mobile commerce. It’s clear that consumers will be shifting more of their work lives, leisure time and shopping excursions to immersive platforms. And that means retailers will need to imagine ways to create memorable virtual experience for their consumers – not to mention their digital avatars. This is an exciting opportunity for brands. But they’ll need to re-evaluate their relevance and their customer-centricity for this more dynamic marketplace. Because increasingly, power is in the hands of the people. By doubling down on customer engagement now, retailers can position themselves to drive tangible revenue benefits come the holiday season. The new and emerging forms of engagement offer new ways to meet customers where they are today and where they’ll be tomorrow. Mobile Marketing via MediaPost.com: mobile https://ift.tt/3eSiRsg June 29, 2022 at 12:56PM
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Saatchi & Saatchi Taps Souza As Chief Marketing Officer https://ift.tt/KH7caYl Nicole Souza has been named Saatchi & Saatchi's new Chief Marketing Officer in the U.S. She reports to Chuck Maguy, Chief Operating Officer at Saatchi & Saatchi U.S. Previously, Souza served as CMO for Deutsch NY. Before Deutsch, Souza was EVP of growth and marketing at The Integer Group, SVP, partner of U.S. business development at Universal McCann and global business development director at TBWA. Souza has built marketing strategies for various big-brand clients, including Frito Lay, Lone Star Beer, Mars Chocolate, Mars Wrigley, Nationwide Insurance, Nestle Coffee, PepsiCo and Starbucks. "One of the reasons we're excited about Nicole's arrival is her relentless drive and enthusiasm for building brands, establishing new relationships and transforming organizations," said Maguy. In the U.S., the agency has offices in Dallas, Los Angeles, New York and Seattle. Clients include P&G, T-Mobile and Toyota. The company recently hired Fabio Costa as an executive creative director in Seattle. advertisement advertisement "In my new role, I will have a strategic focus on driving growth for Saatchi in the U.S. This means leveraging the connectivity and collaboration across our U.S. offices to bring our best talent and strongest offerings forward to market," Souza told Agency Daily. "Additionally, driving awareness of Saatchi’s brand, and what that means in today’s landscape, will be core to my responsibilities." At Cannes this year, Saatchi & Saatchi won a gold and bronze Lion for P&G's Tide Campaign #TurntoCold and two bronze Lions for Tide x Marvel. Mobile Marketing via MediaPost.com: mobile https://ift.tt/3eSiRsg June 29, 2022 at 09:08AM
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Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI https://ift.tt/RH6jfME How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever, and where are B2B marketers finding the sweet spot when it comes to video success? With investment in B2B video having climbed, search engines showing more video answers and social media platforms continuing to place video front and center, there’s never been more vibrant and bustling video marketing activity — or possibility — than now. Let’s take a look at some of the most recent information about B2B video from the latest industry reports and surveys, and hear from some of the top subject matter experts and proponents of B2B video. 1 — Increased Video InvestmentWhen it comes to online video advertising, brands have continued to increase investment, with spending having climbed by 30 percent during the first quarter of 2022 — to the tune of $5.5 billion — compared to the final quarter of 2021, with spending on YouTube video ads alone reaching $482 million, an increase of 57 percent, according to recently-release MediaRadar report data. Additionally, the number of businesses investing in online video in the U.S. alone rose 21 percent to some 15,500 during the first quarter of 2022 compared with the final quarter of 2021. It’s certainly not only paid advertising where video is seeing increased investment and exposure, however, as we’ll examine.2 — Search Engines Providing More Video AnswersUse of video has not only continued to grow among B2B firms and in both paid and organic marketing efforts, but among search engines and the content they are increasingly showing to searchers looking for answers online. “We see that people love videos and authentic images in search results, so we try to show them more,” John Mueller, senior webmaster trends analyst, recently said during the SEOday 2022 conference. Giving today’s digital-first audiences what they want has naturally surfaced more video, and B2B marketing efforts that don’t include at least some video element will face increasing difficulties as search results reserve more spots for video-only content. [bctt tweet="“We see that people love videos and authentic images in search results, so we try to show them more.” — John Mueller @JohnMu of @Google" username="toprank"]3 — Video Continues As Prime Social FormatData from several recent surveys have strengthened the notion that video use and spending have both risen, despite fears by some that a saturation point could arise — a tipping point that may indeed someday arrive, but as B2B marketers are finding with increased use of video, there is still plenty of room for more relevant digital video content. 47 percent of social media marketers have said that they plan to increase their video activity on LinkedIn over the next year, according to recent survey data. LinkedIn itself has continued refining and expanding its video features, including LinkedIn Live and LinkedIn Events, with the latter recently adding the ability to engage in conversations before, during and after events, as we covered recently in our weekly TopRank Marketing Friday B2B marketing news. B2B marketers looking to find the ideal social media home for their latest video content have a wealth of options available in 2022, with the old guard of video hosts being joined by a steady stream of newcomers looking to make an impact. B2B video opportunities for cross-platform engagement testing abound for marketers willing to embrace new social platforms. [bctt tweet="“B2B video opportunities for cross-platform engagement testing abound for marketers willing to embrace new social platforms.” — Lane R. Ellis @lanerellis" username="toprank"]4 — Brands See Video Engagement & Room For ExpansionOn LinkedIn, Instagram, Twitter, TikTok and elsewhere, B2B brands are working to meet a combination of increased demand for video content and growing digital disengagement. “Our audience is overwhelmed, distracted, and disengaged. But time spent engaging with video is higher than ever,” Heike Young, senior director, brand marketing team at Salesforce, recently observed. “B2B companies have a quickly growing number of content teams, but still relatively few video teams (and small ones), especially when compared to the opportunities that are still out there for video,” Young added. B2B marketers that capitalize on those opportunities when it comes to using video will have a conspicuous advantage in a business environment where more people are viewing video content than ever, and making buying decisions based on what they see — or don’t see. [bctt tweet="“Our audience is overwhelmed, distracted, and disengaged. But time spent engaging with video is higher than ever.” — Heike Young @YoungHeike of @Salesforce" username="toprank"]5 — B2B Video Makes Buyers More ReceptiveThe use of video in B2B marketing has always played a part in the sales process, however the shifts seen during the pandemic have made buyers even more receptive to B2B video. “97 percent of B2B buyers said they would be more receptive to sales communications from a business after consuming their video content,” Colin Day, managing director - EMEA at Oktopost noted recently. Day also shared some of the ways that video can be used in today’s B2B marketing efforts, including:
6 — What’s Hot In B2B Video ContentB2B marketers looking to find out precisely which types of video content B2B buyers are tending to watch can gain insight from recently-released survey data showing that product reviews and demonstration videos topped the list, with tutorials, training and live videos such as webinars also making a strong showing. An additional study showed that some 69 percent of marketers expect their top investment during 2022 to be for video efforts.6 — Creative Angles & Humor Have A Place In B2B VideoAndrew Davis, keynote speaker and author, who was featured as one of the 50 top B2B content marketing influencers to follow in our list, recently created and shared a video on LinkedIn detailing how humor can play an important role in the success of B2B video content. Davis also sat down with our own Nick Nelson to share some of his insight on video marketing, in “Content Marketing Interview: Andrew Davis on Showing, Not Telling.” Those looking for other creative ideas for new takes on B2B video and other visual content elements will find 14 in the latest Forbes Agency Council Expert Panel piece, “14 Creative Ways Marketers Can Use 360-Degree Images And Other Unique Visuals.” [bctt tweet="“The number of people that make up our brand is more powerful than a logo. Get the face of the CEO, CFO, and CMO into the public eye!” — Andrew Davis @DrewDavisHere" username="toprank"]Press Play On Your Own B2B Video SuccessB2B video usage is only going to grow for the foreseeable future, and those marketers that stay aware of this trend, the increasing prominence of video in search and social, and the continuing power of video to tell memorable stories, will have a significant edge on competitors unable or unwilling to expand their B2B video efforts. We hope you’ve found this brief look at some of the key shifts B2B video is undergoing helpful, and that you’ll be able to put these insights to use in your own video marketing efforts as we push ahead towards 2023 and beyond. We regularly cover how B2B marketers can put video, live-streaming, and podcasting to use, and some of our recent articles on these topics are listed here for further reading:
The post Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/hiAtIjY June 29, 2022 at 05:34AM
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72% Of U.S. Travelers Choose Destination Based on Personalized Ad https://ift.tt/FBXkVNo Despite gas prices at an all-time high and airline flight cancelations at record levels, it has become a summer of travel. The report -- conducted online by The Harris Poll on behalf of AdTheorent among 2,039 U.S. adults ages 18 and older -- analyzes what the data means for advertisers looking to connect with travelers. It also looks at how brands can use digital ads to personalize the experience for consumers. Timing is key. Depending on the type of travel arrangements being booked, advertisers must reach travelers at the correct time. Some 54% of travelers say they book an airline flight and 63% book a car rental for domestic travel about one month or less in advance. advertisement advertisement Personalized ads work, especially for travelers. Some 72% of travelers who receive a relevant advertisement -- or at least one from a travel company tailored to their preferences -- say they are more likely to visit the destination being advertised. Compare this with the 53% who receive a random ad and would be less likely to visit the destination, 68% who receive a relevant or tailored ad and would have a more favorable opinion of that travel company, and 56% who receive a random ad and would have a less favorable opinion. Consumers are usually connected to their digital devices. About 82% of travelers use digital devices to research and 77% to book their trips. Some 53% of all travelers are motivated by digital ads to book a vacation that required at least one overnight stay, while 24% are motivated by digital ads including a coupon or special offer, and 23% are motivated by digital ads that are personalized. Mobile, not surprisingly, is the top device when traveling. Some 86% of travelers use their mobile device while on vacation to research activities, venues and events and make purchases. Sixty-eight percent of travelers search for activities, restaurants, and events, while 48% use a map or GPS to get from place to place, 47% communicate with family and friends back home, 39% document the trip, and 31% use social media to post about their trip. The data also identified new styles of travelers such as microcation -- defined as a short leisurely getaway, no more than four nights -- and second-city travel, a trip off the beaten path to swap a destination for a lesser-known area. Some 79% were attracted to microcations, whereas 69% were drawn to second-city travel destinations. Visiting a destination based on family history and roots has become important too, with 67% saying they will take a ancestry travel vacation. Some 67% point to cash-free travel trips, while 54% will go it alone; 54% cited a trip involving active and physical experiences such as biking, boating or swimming; 54% cited travel that conserves the environment; 51% will embark to a wellness retreat, corporate retreat, or music festival; and 46% will combine business and leisure travel in one trip.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/3eSiRsg June 28, 2022 at 02:32PM
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RollWorks Launches Tool To Help B2B HubSpot Users Act On Engagement Signals https://ift.tt/XrRue9y Account-based marketing platform RollWorks has introduced a new tool for HubSpot users that it says uses data science to uncover account engagement signals. The new product, Sales Insights for HubSpot, can help B2B brands prioritize opportunities — a needed capability when 58% of B2B teams lack full confidence in their firm’s ability to deliver an inbound lead from a marketing program to the right salesperson, the firm says. One feature of Sales Insight for HubSpot automates email alerts to sales teams when accounts spike in engagement. In addition, Account Spike uses a data-science model to flag accounts that are seeing spikes in engagement compared to their engagement baseline. “When my sales teams know who and what content a prospect is engaging with, they can take on the role of trusted advisor and advance the conversations with the accounts that are likely to buy from us,” says Shawn Cook, vice president of sales at RollWorks. advertisement advertisement Sales Insights for HubSpot also allows firms to de-anonymize existing HubSpot CRM contacts and surface engagement spike details. At the same time, brands can identify accounts that are showing engagement but have not been routed to sales reps for follow-ups. One client that has tried the service is When I Work. “Our website attracts thousands of visitors daily, and not all of them sign up to try the app, which is why the daily spiking activities feature is incredibly valuable,” says Vinh Pham, senior demand generation manager for When I Work. Pham adds: “Not only does it enable us to see who is checking out our site, but also lets the seller know when the prospect has enough activities to trigger a spike signal and notify sellers the next day so they can start their outbound sequences.” RollWorks, a NextRoll company, surpassed 500 installs of its HubSpot integration in the HubSpot App Marketplace in April. Mobile Marketing via MediaPost.com: mobile https://ift.tt/3eSiRsg June 28, 2022 at 01:59PM
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Using Retail Media Networks To Drive Sales & Find New Revenue Streams https://ift.tt/5GweXki How brands, advertisers and retailers looking to leverage a rapidly evolving marketing channel to create competitive advantage and drive sales.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ June 28, 2022 at 09:57AM
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4% Of Q1 CTV Programmatic Inventory Was Fake: Benchmarks Report https://ift.tt/08LnoC7 In this year’s first quarter, 4.43% of all CTV programmatic marketplace ad calls were for fake content — including screensaver channels, photo widgets, games and mobile pretending to be CTV streaming content. That’s according to the first CTV benchmarks report from contextual and brand safety data provider Peer39, based on an analysis of hundreds of billions of impressions in open-bid programmatic. Across all CTV campaigns run in the quarter, the proportion of inventory running on fake content ranged from 2% to 18.5%. In addition, unprofessionally produced content, such as ad-supported user-generated content, averaged around 13% of total impression volume per campaign. The report notes the lack of programming transparency in CTV buys, in contrast to the traditional upfronts, where brands buy almost exclusively on the basis of programming. advertisement advertisement The analysis confirms that series and movies dominate, with a 14% share each, with sports and news at a 7% share each, and recreation at 4%. Live sports coverage, while increasing on CTV, still lags cable and broadcast in this area, notes the report. In terms of overall impression volume by OTT service, Pluto TV is far out in front, with 59% in Q1, to runner-up Samsung TV Plus’s 18%. (Ranking at top of page.) By device, Roku heavily dominates, at 41% in Q1, with Amazon Fire TV running a distant second at 26%: Mobile Marketing via MediaPost.com: mobile https://ift.tt/8rC7JKd June 27, 2022 at 01:44PM
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Data Privacy Deadly Serious Now, Says Cory Booker https://ift.tt/v8REnCf When I first met Cory Booker at SXSW in 2012, he wanted to talk about the importance of politicians using then-emerging platforms to connect with a new generation of voters. And Booker was very much doing that, in a way that was authentic and genuine. I’m talking about back to when Booker was mayor of Newark, New Jersey. Newark, with a population of less than 300,000, was able to gain a national platform. He was a “superhero” mayor of Newark, and his willingness to respond to anyone, tweeting about issues on the streets in Newark, made him a national figure, which helped earn him a seat in the Senate. advertisement advertisement Booker’s understanding of tech is both personal and intellectual. And that’s why he and three of his colleagues wrote to the Federal Trade Commission on Friday. The letter asked the FTC to “investigate Apple and Google for engaging in unfair and deceptive practices by enabling the collection and sale of hundreds of millions of mobile phone users' personal data. The FTC should investigate Apple and Google's role in transforming online advertising into an intense system of surveillance that incentivizes and facilitates the unrestrained collection and constant sale of Americans' personal data. It continued, "These companies have failed to inform consumers of the privacy and security dangers involved in using those products. It is beyond time to bring an end to the privacy harms forced on consumers by these companies." The letter’s urgency about data privacy was driven by the Supreme Court's decision to tear down the landmark Roe vs. Wade ruling. So it noted that women "seeking abortions and other reproductive healthcare will become particularly vulnerable to privacy harms, including through the collection and sharing of their location data." Mobile Marketing via MediaPost.com: mobile https://ift.tt/8rC7JKd June 27, 2022 at 11:45AM
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TelevisaUnivision Posts 'Double-Digit' Upfront Volume Growth https://ift.tt/2g9NCHY
Scoring strong upfront ad market revenue results, Spanish-language media group, TelevisaUnivision, posted “double-digit” volume growth, according to a media executive close to the company -- its best result in seven years.
The media company posted “high single digit” cost-per-thousand viewer increases (CPMs) versus the upfront market of a year ago. A TelevisaUnivision representative had no comment with regard to the upfront negotiations. Compared to other national TV network-based media companies, TelevisaUnivision witnessed rising overall ratings from its linear TV networks. It also gleaned faster gaining results from its streaming platform, ViX -- its recently launched Hispanic household data ID graph -- to help boost revenue, the executive says. Existing advertisers more than doubled the overall investment in the most recent upfront, and 70% of clients who made investments in linear also placed schedules on ViX. advertisement advertisement Among other areas, the group’s sports programming effort -- especially around live soccer -- pushed up advertising revenues. Strong moving ad categories include technology, pharmaceutical and financial. From June 2021 through June 2022, the group’s biggest marketers in terms of national TV spend include: DishLatino, Target, Walmart, Cicatricure, T-Mobile, Google Pixel, Downy, Freeway Insurance, Dupixent, Febreze, and AT&T Wireless, according to iSpot.tv. Impressions over that period total 121.9 billion, versus 116.6 billion in the previous 12-month period. Mobile Marketing via MediaPost.com: mobile https://ift.tt/8rC7JKd June 27, 2022 at 10:08AM
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YouNite Media Focuses On Diversity Audiences, Campaigns https://ift.tt/agZJdU9 YouNite Media has debuted, with a focus on multicultural media engagement. The agency targets diversity audiences: Hispanic, Black, Asian and LGBTQ. The Dallas-based shop has two founders: Pedro Lerma, CEO of LERMA/, and Rodrigo Vallejo, CEO of RO2 Media, which has offices in Dallas and Bogota, Colombia. “In the wake of George Floyd’s murder, and what I call the 2020 multicultural awakening, brands have committed to invest in Black and Hispanic-owned media companies,” says Lerma. “The problem in the industry is that there aren’t enough scalable media outlets. So, we built one.” Constructed in a strategic alliance with ad- software company Viant, YouUnite utilizes its Aldelphic programmatic tools to secure metrics across the open web, including CTV, mobile, desktop, DOOH and streaming audio. advertisement advertisement YouNite is designed to build marketing campaigns that address brands’ diversity needs, which it views as the future of marketing. Its mission is to translate cultural intelligence into a direct ROI for clients. The company will also allocate 5% of profits to fund minority-owned startups. “Our goal is to create a media company as diverse and evolving as the people that businesses are hoping to engage with,” says Vallejo. “YouNite offers a full suite of services to optimize a brand’s unique messages across relevant channels, as well as effectively measure both offline and online conversations.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/8rC7JKd June 27, 2022 at 09:18AM |
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